Is there still room for Innovation in email marketing?
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We've been busy with modern email marketing for 22 years. Are we at the end of the road, or can we/must we do more for this already aged channel?
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Is there still room for Innovation in email marketing?
- 2. 1994 Do you remember the year 1994? @thefrenchflo
- 3. 1994 Do you remember the year 1994? @thefrenchflo
- 4. 1994Birth of modern Email Marketing First true Email Marketing actions @thefrenchflo
- 5. Before 1994: the ”Prehistory” The first e-mail was sent between these two computers 1971 The word SPAM comes from the iconic Monty Python sketch 1978 1993 “QWERTYUIOP" You can still access the world’s first website ever 1991 The first banner ad was run on HotWired.com @thefrenchflo
- 7. E-mail marketing era 2003 From there, things evolved a lot 1994 E-commerce 1995 Today 20102000 20011999 Responsive designSpam FiltersA/B Testing1st Email campaigners @thefrenchflo
- 8. But will it go on in the future? Or have we reached the limits of Email Marketing? @thefrenchflo
- 9. Can we replace Email Marketing? @thefrenchflo
- 10. - Not expensive - Highly personalizable - Not perceived as intrusive Needed Features More expensive Intrusive Plain text Volatile Not enough personalizable Intrusive Email vs… @thefrenchflo
- 11. Can we do better ? @thefrenchflo
- 12. This is what your efforts bring, on average Openers (25%) Clickers (6%) Rendement 6% Rendement 5,4% Rendement 95% @thefrenchflo
- 13. 8 requirements for a future-proof Email Marketing @thefrenchflo
- 14. We need… A better way to manage authorization Spam filters Opt-in/out Other users @thefrenchflo
- 16. We need…A better way to target Persona 2 Persona 1 Niche 1 Niche 2 Out of scope @thefrenchflo
- 17. We need…A better way to target WHO? WHAT? WHY? HOW ? SHIFT Socio-demo Lifestyle Interest Life Cycle Behavior Motivations Triggers Problems Emotions Priorities SURFACE PROFOUND @thefrenchflo
- 18. We need…A better way to target WHO? WHAT? WHY? HOW ? SHIFT SURFACE PROFOUND @thefrenchflo
- 19. We need…A better way to target SHIFT Persona Psychographic Persona @thefrenchflo
- 20. We need… A better timing of our messages @thefrenchflo
- 21. We need… a better timing of our messages Trigger Context @thefrenchflo
- 22. We need… more Triggered Emails @thefrenchflo
- 23. We need… more Triggered Emails @thefrenchflo
- 24. We need… more Triggered Emails @thefrenchflo
- 25. We need… more Triggered Emails @thefrenchflo
- 26. We need… to rely on Context @thefrenchflo
- 27. We need… to rely on Context @thefrenchflo
- 28. We need… to rely on Context @thefrenchflo
- 29. We need... a better way to personalize @thefrenchflo
- 30. Context We need... a better way to personalize -50% Order Now! Best Quality Find Nearest Shop Automated Content Management Platform @thefrenchflo
- 31. We need… Unbiased A/B Testing @thefrenchflo
- 32. We need… Je participe ! Unbiased A/B Testing @thefrenchflo
- 33. We need… Unbiased A/B Testing Random mutation @thefrenchflo
- 34. We need… Unbiased A/B Testing @thefrenchflo Random mutation Random mutation
- 35. We need… A better integration with other channels @thefrenchflo
- 36. We need… integration Multi channel CRM Better Segmentation Better ROI @thefrenchflo
- 38. We need… 1. Pioneers 2. Integrators 3. Disruptors @thefrenchflo
Editor's Notes
- The story of E-mail: First email 1971 First spam 1978 Start of the www in 1991 First banner 1993
- Start of E-commerce (Ebay 1995) In 1994 email marketing era begins: 1996 – HoTMail, one of the first free Web-based email services is launched 1997 – Yahoo! introduces Yahoo!Mail 1999 – First marketing automation vendors become present online 2000 - Google engineers run their first A/B test, Selligent is founded 2001 - MailChimp and ExactTarget are founded 2003 - Spam filter: Microsoft Outlook 2003 includes junk-mail and anti-phishing filters 2010 – The term Responsive Design is used for the first time