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Rethinking Email in the age of Social Media


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A version of my talk at Digitech 2011 (Sydney), with the work references removed.

Published in: Business, Technology
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Rethinking Email in the age of Social Media

  1. Rethinking Email Marketing in the age of social media<br />
  2. About online communication<br />Not a new way to communicate: people have been communicating online since the 1800’s with the telegraph<br />The challenge that we face in communicating online is one of reduced bandwidth<br />
  3. Potential problems with email<br />Sending out messages without caring whether someone reads it or not.<br />Not measuring the effectiveness of the email that you send<br />
  4. How do you get people throughout an organisationto engage with social media?<br />Get the basics right first.<br />
  5. Show people the weaknesses in their email communication.<br />Have them want to fix them<br />
  6. Is it too late to learn about email?<br />All the interest seems to be in social BUT<br />Email readers are more engaged, and ready to take action<br />
  7. You’ve taken two days off work.What’s your inbox looking like?<br />
  8. Can you remember the last time you had a good experience with email?<br />
  9. How do people feel when you send them email?<br />
  10. People feel like they’re drowning.<br />Are you offering more water?<br />
  11. Learning to be user-centred<br />
  12. Everyone isan expert<br />But few people write good emails.<br />
  13. (teaching people to)write better email<br />
  14. Your message is much more important to you than your reader.<br />
  15. What are you interrupting?<br />
  16. Avoid ambiguity<br />
  17. Omit needless words<br />
  18. Remember accessibility<br />
  19. Write the subject line first <br />Useful<br />Ultra-specific<br />Unique<br />Urgent<br />Short (<50 chars)<br />Identify yourself <br />
  20. Understand why people read and share emails<br />
  21. Email is a courtship.<br />
  22. Make it easy to subscribeMake it easier to unsubscribe<br />
  23. Don’t sendirrelevant messages<br />Can you trim the recipient list at all?<br />
  24. Have an excellent welcome message<br />
  25. Don’t leavecopy-writing to the developers<br />
  26. Check everythingbefore you send<br />
  27. A/B Testing<br />
  28. When they click, where are you sending them?<br />
  29. Building up the relationship<br />Send a series of emails that just contain valuable content<br />Build up some trust in your reader that an email from you is worth reading<br />
  30. Let’s wrap up.<br />
  31. Creating an email marketing list as the core of your digital marketing activities <br />Use social media to drive people to your website<br />Your website is moving people towards the information they need, and providing incentive to sign up for your email list<br />
  32. 2. Crafting large-volume emails that are both targeted and conversational<br />Know your audience<br />Track how your relationship is going<br />Not happy talk, disembodied or corporate<br />This audience understanding, and these writing skills will transfer well to social media<br />
  33. 3. Observing user behaviour to improve the effectiveness of your messages <br />Track what they’re opening, clicking on, sharing, unsubscribing on<br />Follow-up with those who are out of touch<br />Re-energise your list – custom messages for those who haven’t read a message for a while<br />
  34. 4. Integrating email marketing with other social channels<br />Moving your audience from the social channels to your website, then to your newsletter<br />Cross-selling your newsletter content into the social space<br />
  35. Thanks!<br />David Phillips<br />Twitter: @cafedave<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />