The Future of Email & Messaging

The Future of Email & Messaging Moving the Right Audience to the Right Action Dave Wieneke www.usefularts.us @usefularts

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Performance Marketers Artists Move Audiences Through the Unique Use of Craft www.usefularts.us

The Opposite of Victims www.usefularts.us

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What Makes a Great Campaign? Campaign Tangible Personal Approachable Memorable www.usefularts.us

The Future of Messaging Context & Relationship in the In Box Clients Pick Channels Grow and Engage Through Social Corporate Brand Matters Digital Goes Corporate www.usefularts.usDave Wieneke – www.usefularts.us

Where is Our Persistent Advantage? Source: Creative Commons – Liz West: http://www.flickr.com/photos/calliope/2862685784/ www.usefularts.us

The Choke Point of Distribution? www.usefularts.us

Access to Capital? www.usefularts.us

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Relationship Advantage Gets Banked as Customer Preference www.usefularts.us

Relationship Marketers Own Client Context www.usefularts.us

% gain 52% 54% 84% 60%Source: Forrester Research Email Marketing Forecast, 2011 To 2016 (US) www.usefularts.us

Email at Every Turn www.usefularts.us

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Hell, Yeah!Hell, No!Next… www.usefularts.us

Mail Boxes & Streams www.usefularts.us

Cognitive Oversubscription www.usefularts.usDave Wieneke – www.usefularts.us

“ Simplicity is the good manners of our age. ” www.usefularts.us

In the Past: Content Economy Creation Tools Rule in Media www.usefularts.us

Today: Attention Economy Context & Use Rule in Relationships. www.usefularts.us

Context Rules “ Content Was Never King. Helping Your Audience is King. ” www.usefularts.us

“ Content Was Never King. Helping Your Audience is King. ” www.usefularts.us

The Audience Leads They joined social Bought smart devices And are now always on. www.usefularts.us

28http://www.realwire.com/release_detail.asp?ReleaseID=8847 www.usefularts.us

Application Design Is The New Standard User UX Bar is Headed Up www.usefularts.us

End of PC Dominance Goldman Sachs predicts tablets will cannibalize one in three US PC sales this year. Smart Phones to Out Ship PC’s in 2012. (Meeker) Smart Phones to out consume PC’s in bandwidth 2013 (Gartner) http://online.wsj.com/article/PR-CO-20110112-907810.html http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=229000646 www.usefularts.usDave Wieneke – www.usefularts.us

“Mobile Only” Segment on 56x Growth Path 900 788 800 700 600Subscribers (M) Mobile Only Internet 500 420 Asia Pacific 400 North America 300 200 100 55 13 2 0 2010 2015 http://brunocullen.wordpress.com/2011/01/10/cisco-visual-networking-index-global-mobile-data-traffic-forecast-update-2009-2014/ www.usefularts.us

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IBM Vulcan Enterprise Portal www.usefularts.us

Email frequency will be lower –more relevant in time, topic, and channel. www.usefularts.us

Don’t Sit There, Do Something! www.usefularts.us

…and Something Else www.usefularts.us

…and the new thing! www.usefularts.us

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Use Only What You Need www.usefularts.us

Social Media www.usefularts.us

Kevin Zelko - Salesmanhttp://usefularts.us/2011/04/15/are-you-a-twitter-sales-insurrectionist-here-are-three-who-remade-sales-in-140-characters/ www.usefularts.us

Be Media With Legshttp://usefularts.us/2010/09/16/amanda-palmer-140conf/ www.usefularts.us

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Distribution Over Destination Starbucks FB gets 12x its Brand Site Traffic www.usefularts.us

“ The brand’s website is the primary source for email acquisition. e-Dialog ” Deciphering Customer Acquisition www.usefularts.us

Top Brands Are Loosing Site Traffic 68 of the top 100 brand sites have negative traffic growth. Yearly Change in Unique Visits (2009 – 2010) 34% 15% 16% 14% -12% -10% -11% -17% -28% -33%-59% -57% GM J&J GE P&G Coca- Delta Ford Verizon Wal- Target Intel Amazon. Cola Motor Mart com www.usefularts.us

CPG Shows Huge Social Shift www.usefularts.us

65% of Non-Comm Sites Get More Facebook Traffic Extremely High Facebook Traffic value in 1000s Facebook Website 11328 10133 11 6 Walt Disney Coca-Cola www.usefularts.us

Ecommerce Sites Had Little Facebook Shift Change in Unique Visitors (e-Commerce) value in 1000s Facebook Website 13428 11728 11382 10778 3380 1911 2338 1280 1685 994 1079 870 412 218 4 161 10 65 Wal-Mart Target Best Buy Amazon. Dell Comcast Sprint Lowe’s Costco Stores com Nextel Wholesale www.usefularts.us

Social Media is Email’s Best Acquisition Opportunity Challenger brands can rapidly map and gain market engagement. Harvest, append, and approach the marketplace digitally. Recruit category enthusiasts. www.usefularts.us

Comparative ROI vs. Other Means Lower CPA Than Events Higher Likelihood to Engage FAR higher promoter scores. “social media’s best connection to the revenue train” www.usefularts.us

What Does Success Look Like? Qualified list growth Net promoter score New purchase Account retention Client advocacy (the real investment) www.usefularts.us

The Age of the Monolith Brand is Done Its better to be the man behind the curtain than OZ. www.usefularts.us

Better to Be Loved Than Mighty www.usefularts.us

Minimum Viable Personality Tangible Approachable Personal Memorable www.usefularts.us

“ Brands are neutral vessels. Customer experience gives brands meaning. ” www.usefularts.us

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PlasticAloofPlaying for the crowdFrom central casting www.usefularts.us

Meet Kathy Beth Terry www.usefularts.us

Architected Conversation… www.usefularts.us

What Not to Do www.usefularts.us

Identity Trumps Subject Lines www.usefularts.us

Humanize the BrandPERSON Personalization (just the impact of one photo!) www.usefularts.us

It Changes Engagement Seeing Who Sent the Message Matters Name Photo Clicker Rate 4.2% 6.2% 48% Total Click Rate 6.0% 9.8% 63% www.usefularts.us

Professional Sports & CX www.usefularts.us

Governance to be MORE human www.usefularts.us

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Digital Started in IT ITListservesSMTP EmailHostingPortalsLoganalysisGroupwareApp DevSecurityData www.usefularts.us

Digital Marketing Emerges IT MarketingListserves Social ListsSMTP Email Email MarketingHosting CorporatePortals Corporate SitesLoganalysis Web AnalyticsGroupware CommunityApp Dev Mobile AppsSecurity ComplianceData CRM www.usefularts.us

Digital Business Transforms Digital IT Marketing BusinessListserves Social Lists eCRM 360 client viewSMTP Email Email Marketing Transactional xChannel ROIHosting Corporate Client Suppt. Client experiencePortals Corporate Sites CommunityLoganalysis Web Analytics BIGroupware Community Client CommunityApp Dev Mobile Apps Product DeliverySecurity Compliance LegalData CRM Data Stewardship www.usefularts.us

Companies That Shift Win Compound annual growth rate over five years 6 5 4 3 2 1 0 -1 Product/service innovators Cost reduction Business model innovators Source: IBM, CEOs are expanding the innovation horizon: important implications for CIOs www.usefularts.us

Market boundaries are not givenThey are reconstructed by theactions & beliefs of industry players www.usefularts.us

Marketers Move Audiences Through the Unique Use of Craft www.usefularts.us

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Relationship is for Rock Stars www.usefularts.us

…and the new thing! 83 www.usefularts.us

Cause TensionCause Tension www.usefularts.us

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Thanks e-Dialog Tweet: @usefularts Blog: www.usefularts.us Email: strategy2.0@gmail.com* Disclaimer: opinions expressed are mine, trademarks belong to their respective owners.

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The Future of Email & Messaging

by Dave Wieneke

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