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.

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  • http://www.flickr.com/photos/30352125@N00/216348017
  • A little about online courtship in the 1800s
  • http://www.flickr.com/photos/35513830@N07/3632101950
  • http://www.flickr.com/photos/91351004@N00/454711486Wax on, wax offLots of parallels between social media skills and understanding email
  • The Direct Marketing Association consistently reports that the ROI on email marketing remains far above that of search or other marketing channels. 2008.http://www.flickr.com/photos/51035743246@N01/2161741
  • http://www.flickr.com/photos/nukeit1/27917657/A little bit about inbox zero
  • http://newyorker.tumblr.com/post/862788932/cartoon-of-the-day
  • http://www.flickr.com/photos/61932398@N00/5794007902“high point of the day is getting up first thing and deleting half your email, and knowing that half your work for the day is done.”
  • http://www.flickr.com/photos/23370075@N03/2976796187
  • http://www.flickr.com/photos/65555826@N00/2920749911Get beyond ”what do you want to say” to „howcan I be relevant and heard?”
  • http://www.flickr.com/photos/46944516@N00/4672744652
  • We’re trying to get people to a point where they can write better email so that they become better digital communicators.This will take some of the fear out of social media, and help them do a better job when the time comes for them to try (or endorse) social.
  • http://www.flickr.com/photos/64419960@N00/3545127104
  • http://www.flickr.com/photos/41720539@N03/5740946102Know who you’re talking toKnow what you’re interruptingKnow the device they’re using
  • DatesProcessForcing people to read 10 pages of email conversations before getting to the point
  • This takes some practice, especially in an academic context.
  • http://www.flickr.com/photos/25650455@N03/5451897212Statutory requirementsAids in clarityHelps ensure your message is working
  • http://www.flickr.com/photos/37996580417@N01/3341282982
  • Are they intrigued by what you’re saying?Does it help reframe their understanding of the world? Is it human and uplifting? Or does it make them angry?
  • http://www.flickr.com/photos/65208261@N00/391609724
  • http://www.flickr.com/photos/49462908@N00/2706040341
  • http://www.flickr.com/photos/48751345@N06/5311655546Thisis the messagepeopleare most likely to open, and yet we canleaveit set to somekind of default.
  • http://www.flickr.com/photos/98943387@N00/2939535775
  • http://www.flickr.com/photos/51773858@N00/7161557Teachingpeople touse a blast email service meansyou’reintroducingthem to a world of stress and panic: that moment justbeforehitting „send”.
  • http://www.flickr.com/photos/18378655@N00/4956338615Most peopleareoblivious to thisconcept – howcanyouuse the notion of A/B testing to havepeopleseewhere the contentcould be tweaked!
  • http://www.flickr.com/photos/91256982@N00/2961131550Landingpages: do theymakesense?
  • http://www.flickr.com/photos/pinksherbet/2177961477/
  • You’re doing all these social things – include crossover content from your email newsletter, and provide links to let people sign up
  • 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 />Urgenthttp://www.copyblogger.com/email-subject-lines/<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 />http://www.flickr.com/photos/30352125@N00/216348017<br />http://www.flickr.com/photos/35513830@N07/3632101950<br />http://www.flickr.com/photos/91351004@N00/454711486<br />http://www.flickr.com/photos/51035743246@N01/2161741<br />http://www.flickr.com/photos/nukeit1/27917657/<br />http://newyorker.tumblr.com/post/862788932/cartoon-of-the-day<br />http://www.flickr.com/photos/61932398@N00/5794007902<br />http://www.flickr.com/photos/23370075@N03/2976796187<br />http://www.flickr.com/photos/65555826@N00/2920749911<br />http://www.flickr.com/photos/46944516@N00/4672744652<br />http://www.flickr.com/photos/64419960@N00/3545127104<br />http://www.flickr.com/photos/41720539@N03/5740946102<br />http://www.flickr.com/photos/25650455@N03/5451897212<br />http://www.flickr.com/photos/37996580417@N01/3341282982<br />http://www.flickr.com/photos/65208261@N00/391609724<br />http://www.flickr.com/photos/49462908@N00/2706040341<br />http://www.flickr.com/photos/48751345@N06/5311655546<br />http://www.flickr.com/photos/51773858@N00/7161557<br />http://www.flickr.com/photos/18378655@N00/4956338615<br />http://www.flickr.com/photos/91256982@N00/2961131550<br />http://www.flickr.com/photos/pinksherbet/2177961477/<br />

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