2014 Email Evolution Conference Closing Keynote Presentation

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This presentation was given as the closing keynote for EEC14 in Miami.

Big Data, segmentation, real-time content, propensity, relevancy, programs,
revenue growth, cadence, permission – how do you orchestrate success
within your organization - around these areas? You’re going to be challenged
to contribute to substantial growth to meet company commitments while
existing in an environment where the fractured landscape changes every day.
During this energetic session, attendees will be presented with actionable
programmatic ideas around data, targeting, content and the successful
strategies that are driving key companies to success you cannot imagine!

Published in: Marketing, Technology, Business
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  • Who here has ever made a mistake on an email campaign that was noticed by a BUNCH of people?Tell story about sending to 6MM unsubs shortly after can-spam came outKen MCGill – Send Anxiety
  • Eamil marketers across the country thought that they were going to be arrested, pay millions of dollars
  • And the end of email was forecast…
  • Since that time the world has changedemail, culture, internet, no more blackberries data has changed
  • It is enough data to fill 57.5 billion 32GB Apple iPads. That's enough iPads to build a Great iPad Wall of China twice as tall as the original.
  • We have to do something with the data we have – use it for targeting, and more intelligent conversationsWhy are we in love with triggers? Cause they make money and they’re targeted. Why don’t we do that same practice in promotional streams?
  • We have to start caring about email, cause to be honest, consumers don’t care about us. They don’t care about your ads, cause you don’t care about them…..you’re selling stuff.
  • Because no one knows where to begin to take the ethereal to the tactical
  • We have preached relevant engagement marketing for years. Why have we not done it?I think there are a few reasons
  • This model is the prevailing model of the email industry. This complex has informed the reality that consumers see email in their inbox. Repetitive and interruptive ads until you buy. We’ve seen the consequences in TV. So many commercials we become numb.
  • We talk about a relationship with the customer yet…we have this dirty 4 letter word……
  • 72% of consumers read email when they are bored…9% read email while in the bathroomWhy do we focus on marketing to people that don’t care. Because we want to beat them with an email until they do?we have this dirty 4 letter word……
  • Because of a dirty little 4 letter wordIs this how we define the relationship with the consumer?
  • 80% of marketers are still in a batch and blast modeemail volume within the last 10 days of the holiday season increased nearly 36% compared to holiday 2012.
  • 80% of the functionality of any ESP is unused or under-utalized
  • This conference has been all about pushing the envelope on your skills and how to get better results
  • Let’s change the conversation from engagement marketing to emails application of Experience Design – The email world looks at customer experience from a very jaded view.. Email is so impersonal coming from a brand.. You really have to work hard to visualize the types of customer experiences and how it is changing with consumer behavioral trends and how to interpret them, how others view it in your org. Social, mobile, email – all different Experience design is not about developing the ideal experience, but iterating the various experiences and anticipating future states…Basically, it’s about selling to customers that want your stuff, through the experiences that you already share with them. How are you (through marketing) touching on those moments? How are you anticipating what they will need?How do you find that when the landscape is fractured between social, mobile, email, website, direct mail? Even if you get all the facts together, how do you interpret those findings? How do you find the commonality?
  • Let’s put pictures of our different customer types on our cubes and walls – picture how they use it, not what it is!
  • You know why I like woot? Cause their funny. They know and use their brand equity and experience design to connect.
  • 1% of clicks
  • Dream a little dream – I read these everytime, even though I cannot afford it
  • Love to cook. New Years Resolution
  • But the rest of this stuff? I don’t care!!!!!!!!!!!!We spend so much time focused on those that don’t care we forget to think about those that do
  • People don’t buy from companies they don’t like
  • Let’s be motivated about finding the “reason to believe” moment for our customers
  • Four Things to focus on in 2014 to move the needle
  • 1. Develop a strategic plan
  • 2. Enact ONE recurring experience design campaignUSE the data that you have or can get – PROPENSITY BASED
  • BLISTERS
  • 3. Change your reporting
  • We focus on this list as a whole when I think we should be focusing on the people that actually care about us.Heck, the big blue section (inactive) could eat the rest of our customers……or our efforts. ANNIMATION
  • FINALLY, we must test more
  • I get it. Subject line testing is easy. So, we become very good at getting opens. OKWhat’s next
  • We need to be relentless in our pursuit.
  • 2014 Email Evolution Conference Closing Keynote Presentation

    1. 1. @ryanpphelan #eec14 © 2013 Acxiom Corporation. All Rights Reserved.
    2. 2. No, not that far 2 © 2013 Acxiom Corporation. All Rights Reserved.
    3. 3. Arnold elected governor of california 3 © 2013 Acxiom Corporation. All Rights Reserved.
    4. 4. Photo Courtesy of NASA Space shuttle columbia was lost 4 © 2013 Acxiom Corporation. All Rights Reserved.
    5. 5. Photo by Vincent Laforet NYC Blackout 5 © 2013 Acxiom Corporation. All Rights Reserved.
    6. 6. War in iraq started 6 © 2013 Acxiom Corporation. All Rights Reserved.
    7. 7. 7 © 2013 Acxiom Corporation. All Rights Reserved.
    8. 8. 8 © 2013 Acxiom Corporation. All Rights Reserved.
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    10. 10. 10 © 2013 Acxiom Corporation. All Rights Reserved.
    11. 11. 11 © 2013 Acxiom Corporation. All Rights Reserved.
    12. 12. 12
    13. 13. 13
    14. 14. 14 Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/
    15. 15. 15 Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/
    16. 16. 16 Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/ © 2013 Acxiom Corporation. All Rights Reserved.
    17. 17. 17 © 2013 Acxiom Corporation. All Rights Reserved.
    18. 18. 18 © 2013 Acxiom Corporation. All Rights Reserved.
    19. 19. 19
    20. 20. 20
    21. 21. Make a Profit Send More Email Email-Industrial Complex Sell More Products 21 Adapted from Seth Godin, How to get your ideas to spread Get More Reach © 2013 Acxiom Corporation. All Rights Reserved.
    22. 22. 22 © 2013 Acxiom Corporation. All Rights Reserved.
    23. 23. 23 © 2013 Acxiom Corporation. All Rights Reserved.
    24. 24. 24 © 2013 Acxiom Corporation. All Rights Reserved.
    25. 25. 25 SALE
    26. 26. 26 © 2013 Acxiom Corporation. All Rights Reserved.
    27. 27. 27
    28. 28. 28 © 2013 Acxiom Corporation. All Rights Reserved.
    29. 29. From The Twitter… SIX MINUTES How long the average teenager can concentrate on homework before switching to a tech distraction - Brian Solis USE VIDEO IN EMAIL Adding video in key campaigns can and does increase CTR and Conversion - Justin Foster EMAIL PRIVACY AND PROTECTION Don’t collect more data than you intend to use responsibly - Sal Tripi 29 Big Data – Cadence - ZMOT – Engagement – Brand Equity © 2013 Acxiom Corporation. All Rights Reserved.
    30. 30. The marketing that I see is like we are paying people to be friends with us 30 © 2013 Acxiom Corporation. All Rights Reserved.
    31. 31. 31 © 2013 Acxiom Corporation. All Rights Reserved.
    32. 32. 32 © 2013 Acxiom Corporation. All Rights Reserved.
    33. 33. 33
    34. 34. 34 Images courtesy of Email Data Source © 2013 Acxiom Corporation. All Rights Reserved.
    35. 35. 35 Images provided with permission by Moosejaw © 2013 Acxiom Corporation. All Rights Reserved.
    36. 36. Picture of a giraffe 36 © 2013 Acxiom Corporation. All Rights Reserved.
    37. 37. FUNNY STUFF 37 © 2013 Acxiom Corporation. All Rights Reserved.
    38. 38. 38 Images courtesy of Email Data Source © 2013 Acxiom Corporation. All Rights Reserved.
    39. 39. 39 Images courtesy of Email Data Source © 2013 Acxiom Corporation. All Rights Reserved.
    40. 40. 40 © 2013 Acxiom Corporation. All Rights Reserved.
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    43. 43. 43 © 2013 Acxiom Corporation. All Rights Reserved.
    44. 44. 44 © 2013 Acxiom Corporation. All Rights Reserved.
    45. 45. 1 Define your current programs and optimizations 2 Brainstorm on what you would LOVE to do 3 Set priorities about what you can do 4 GO and track your progress 45 © 2013 Acxiom Corporation. All Rights Reserved.
    46. 46. 46 © 2013 Acxiom Corporation. All Rights Reserved.
    47. 47. 47 © 2013 Acxiom Corporation. All Rights Reserved.
    48. 48. 48 © 2013 Acxiom Corporation. All Rights Reserved.
    49. 49. Reporting concepts must evolve Aggregate View Campaign Level Percentage of Lift Control Groups Engagement Based Most marketers are incorrectly looking at reporting in the aggregate performance. Attribution is always flawed which leaves the marketer ignorant to the levers that need to be pulled 49 © 2013 Acxiom Corporation. All Rights Reserved.
    50. 50. The Pac-Man of Death… 50 © 2013 Acxiom Corporation. All Rights Reserved.
    51. 51. 4. test 51 © 2013 Acxiom Corporation. All Rights Reserved.
    52. 52. Don’t just subject line test Don’t be boring 52 © 2013 Acxiom Corporation. All Rights Reserved.
    53. 53. Quick is good relentless is better -Robert Herjavec @robertherjavec 53 © 2013 Acxiom Corporation. All Rights Reserved.
    54. 54. “Brian Solis” 54 © 2013 Acxiom Corporation. All Rights Reserved.
    55. 55. Questions? 55 © 2013 Acxiom Corporation. All Rights Reserved.
    56. 56. Thank you! Ryan Phelan Vice President, Strategic Services ryan.phelan@acxiom.com 402-630-5836 Keep the learning going. Follow me on twitter @ryanpphelan @acxiom © 2013 Acxiom Corporation. All Rights Reserved. © 2013 Acxiom Corporation. All Rights Reserved.

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