5. 5
5 Disclaimers.
All knowledge, no pitch. I promise.1
3
Let’s have a conversation. Interrupt or raise your hand. Ask questions at
the end. Don’t worry, I’m super friendly.
4
Everything I’m going to tell can be done by any sized brand and/or
agency, large, small, B2B, B2C, whatever.
2 Use the hashtag #DSD14, but please take a good photo #kthanksbye.
5 It’s that time of the day, so LAMAR’S DONUTS!
#DSD14/@MICHAELJBARBER
6. “Study the past if you want to
define the future.”
–Confucius
14. #DSD14/@MICHAELJBARBER 14
The human’s perspective.
You essentially can’t sign up for anything online without an email
address.
1
2
3
4
Email consumption rates continue to rise, albeit driven by mobile views.
Email, and the data brands have acquired from it, compliments
other channels.
People continue to rely heavily on email at work and to engage with
brands.
40. #DSD14/@MICHAELJBARBER 40
P Personalized Make it relevant to me.
P Prescriptive I’m in control.
P Participatory I have a voice. Let me use it.
The McKinsey 4P’s.
P Pervasive Let me read email where I am.
44. #DSD14/@MICHAELJBARBER 44
Pervasive.
Ensure the message is consumable.
Single column “skinny” layouts.1
5 Drop any interactive features. They don’t work well on mobile, for now.
3
Fonts (14+), buttons (44px square), and space that are friendly to our
weak eyes, fat fingers, and small screens.
4
Say it as easily and concisely as possible because I’m probably sitting on
the toilet, eating lunch/dinner (hopefully not both), or “watching” my kids.
2
Appropriate hierarchies. Give your images some love, but remember text
works too.
6 For the love of all things holy, let’s drop “click here”.
57. #DSD14/@MICHAELJBARBER 57
Personalized.
Adjust campaign delivery, content &
messaging based on me.
Gender based content/creative1
3 Seasonal content/creative
4 Event (i.e. weather) content/creative
2 Location-based content/creative
5 Time of day when I read it
70. #DSD14/@MICHAELJBARBER 70
How?
P Personalized Make it relevant to me.
P Prescriptive I’m in control.
P Participatory I have a voice. Let me use it.
P Pervasive Let me read email where I am.