So you think you know
how to effectively utilize
email?
2008
If you have 28% of someone’s attention
with 100 other emails there, what chance
              do you have?




0.0035%
Everything you thought
you knew about email
  is about to change.
How many studies do you need to read that tell you
 what you can do better and where you are failing?
How can you make an impact
 with just a fraction of this
         audience?
From Name
     Address
  Subject Line
      Copy
      Offer
    Creative
      Links
 Authentication
     Reports
  Deliv...
You can tackle the top things that will
 bring the most change to your email
         marketing campaigns.
Each Pound you spend on email efforts
        will deliver between


   1GBP to 30GBP
296
Emails Since July 27th, 2007
As marketers, we fight for limited attention.
3...
1. Delivery

2. Welcome Messaging

3. Creative
IF you do not show value, communicate tone, and set
expectations on both sides, you lose 80% of your future
      audience...
You Don’t Need to Design New
  Creative For Each Campaign
You Need to Refine Creative
  For Each New Campaign
We give you “The Promise”

If you can be experts and perfectionists with all of
 our industry best practices and studies, ...
You Have 3 Chances
You have 3 chances to set the
relationship before you lose 80% of
    your future email marketing
           performance.
Are you able to deliver on impulse?

Do you want to be delivering on impulse?
We cannot always live up the true expectations
          of everyone, yet we try.
So What’s Next?
Be Good at 3 Things
1. Delivery

2. Welcome Messaging

3. Creative
My Beliefs
Don’t Be Afraid to Fail
Come to Work Stupid
Do Your Best Work
Thank you.
dylan@eroi.com
JMullen@zinio.com

Questions?
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
DMA UK Keynote November 2008
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DMA UK Keynote November 2008

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Keynote from DMA UK Email Marketing Event. The 3 Things You Need to be Good At

Published in: Technology, Business

DMA UK Keynote November 2008

  1. 1. So you think you know how to effectively utilize email? 2008
  2. 2. If you have 28% of someone’s attention with 100 other emails there, what chance do you have? 0.0035%
  3. 3. Everything you thought you knew about email is about to change.
  4. 4. How many studies do you need to read that tell you what you can do better and where you are failing?
  5. 5. How can you make an impact with just a fraction of this audience?
  6. 6. From Name Address Subject Line Copy Offer Creative Links Authentication Reports Deliverability Response Sales Analytics Customer Service Integration Mobile RSS Website Landing Page
  7. 7. You can tackle the top things that will bring the most change to your email marketing campaigns.
  8. 8. Each Pound you spend on email efforts will deliver between 1GBP to 30GBP
  9. 9. 296 Emails Since July 27th, 2007
  10. 10. As marketers, we fight for limited attention.
  11. 11. 3...
  12. 12. 1. Delivery 2. Welcome Messaging 3. Creative
  13. 13. IF you do not show value, communicate tone, and set expectations on both sides, you lose 80% of your future audience engagement and campaign results.
  14. 14. You Don’t Need to Design New Creative For Each Campaign
  15. 15. You Need to Refine Creative For Each New Campaign
  16. 16. We give you “The Promise” If you can be experts and perfectionists with all of our industry best practices and studies, then you shall have a strong email program.
  17. 17. You Have 3 Chances
  18. 18. You have 3 chances to set the relationship before you lose 80% of your future email marketing performance.
  19. 19. Are you able to deliver on impulse? Do you want to be delivering on impulse?
  20. 20. We cannot always live up the true expectations of everyone, yet we try.
  21. 21. So What’s Next?
  22. 22. Be Good at 3 Things
  23. 23. 1. Delivery 2. Welcome Messaging 3. Creative
  24. 24. My Beliefs
  25. 25. Don’t Be Afraid to Fail
  26. 26. Come to Work Stupid
  27. 27. Do Your Best Work
  28. 28. Thank you. dylan@eroi.com JMullen@zinio.com Questions?

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