When was the last time
email made you feel like this?

The more “normal” reaction.

Four Ways to Make Humans
Love Your Email Marketing! Digital Summit Denver Michael Barber, VP Strategy @ COHN June 2014

#DSD14/@MICHAELJBARBER 4
Hello.

5 5 Disclaimers. All knowledge,
no pitch. I promise.1 3 Let’s have a conversation. Interrupt or raise your hand. Ask questions at the end. Don’t worry, I’m super friendly. 4 Everything I’m going to tell can be done by any sized brand and/or agency, large, small, B2B, B2C, whatever. 2 Use the hashtag #DSD14, but please take a good photo #kthanksbye. 5 It’s that time of the day, so LAMAR’S DONUTS! #DSD14/@MICHAELJBARBER

“Study the past if you
want to define the future.” –Confucius

7 Email history. The 70s.
The beginnings. #DSD14/@MICHAELJBARBER

8 Email history. Gary’s email
ROI $13 million #DSD14/@MICHAELJBARBER

#DSD14/@MICHAELJBARBER 9 Email history. The
90s. Era of spray & pray.

#DSD14/@MICHAELJBARBER 10 Email history. The
2000s. Anti-spam and the rise of the DB. 2007

#DSD14/@MICHAELJBARBER 11 Email history. The
2000s. Segmentation and targeting.

#DSD14/@MICHAELJBARBER 12
Email history.
Today…

#DSD14/@MICHAELJBARBER 13 Email marketing is
not dead.

#DSD14/@MICHAELJBARBER 14 The human’s perspective.
You essentially can’t sign up for anything online without an email address. 1 2 3 4 Email consumption rates continue to rise, albeit driven by mobile views. Email, and the data brands have acquired from it, compliments other channels. People continue to rely heavily on email at work and to engage with brands.

#DSD14/@MICHAELJBARBER 15 Even my 78-year
old Grandma has one.

#DSD14/@MICHAELJBARBER 16
The marketer’s perspective.

#DSD14/@MICHAELJBARBER 17
The shopper’s perspective.

#DSD14/@MICHAELJBARBER 18
The market’s perspective.

#DSD14/@MICHAELJBARBER 19 Houston, we have
a big problem.

#DSD14/@MICHAELJBARBER 20 Houston, we have
a big problem. 94 billion spam messages per day

#DSD14/@MICHAELJBARBER 21 Houston, we have
a big problem. 78% of email is spam

#DSD14/@MICHAELJBARBER 22 Houston, we have
a big problem. $20 billion cost to the global economy

#DSD14/@MICHAELJBARBER 23 What would solve
immediately this problem?

#DSD14/@MICHAELJBARBER 24 Here’s a great
idea.

#DSD14/@MICHAELJBARBER 25 Unfortunately (yes, unfortunately),
that won’t happen. And, because we all got lazy the ESPs got smart.

#DSD14/@MICHAELJBARBER 26
Authentication.

#DSD14/@MICHAELJBARBER 27
Spam folders.

#DSD14/@MICHAELJBARBER 28 Mark as spam
& instant unsubscribe.

#DSD14/@MICHAELJBARBER 29
Layer reputation data.

#DSD14/@MICHAELJBARBER 30 Moving promotional emails
out of the Inbox.

#DSD14/@MICHAELJBARBER 31
The effects.

#DSD14/@MICHAELJBARBER 32
The effects.

#DSD14/@MICHAELJBARBER 33
The effects.

#DSD14/@MICHAELJBARBER 34
The effects.

So, how do we (marketers)
get better?

#DSD14/@MICHAELJBARBER 36 We focus on
the customer’s point of view and look to the 4P’s.

#DSD14/@MICHAELJBARBER 37 And, no, I’m
not talking about product, price, place, and promotion.

Let’s use McKinsey’s.

#DSD14/@MICHAELJBARBER 39 PervasiveP P Personalized
P Prescriptive P Participatory The McKinsey 4P’s.

#DSD14/@MICHAELJBARBER 40 P Personalized Make
it relevant to me. P Prescriptive I’m in control. P Participatory I have a voice. Let me use it. The McKinsey 4P’s. P Pervasive Let me read email where I am.

Let me read email where
I am. Pervasive.

#DSD14/@MICHAELJBARBER 42 Pervasive. We are
reading emails on all devices.

#DSD14/@MICHAELJBARBER 43 Pervasive. And, all
the time.

#DSD14/@MICHAELJBARBER 44 Pervasive. Ensure the
message is consumable. Single column “skinny” layouts.1 5 Drop any interactive features. They don’t work well on mobile, for now. 3 Fonts (14+), buttons (44px square), and space that are friendly to our weak eyes, fat fingers, and small screens. 4 Say it as easily and concisely as possible because I’m probably sitting on the toilet, eating lunch/dinner (hopefully not both), or “watching” my kids. 2 Appropriate hierarchies. Give your images some love, but remember text works too. 6 For the love of all things holy, let’s drop “click here”.

#DSD14/@MICHAELJBARBER 45 Pervasive. Mobile design
options. Responsive = AWESOME1 2 Mobile-aware = WORKS TOO

#DSD14/@MICHAELJBARBER 46 Pervasive. Tools to
consider.

Participatory I have a voice.
Let me use & see

#DSD14/@MICHAELJBARBER 48 Participatory. Social +
email = match made in digital heaven.

#DSD14/@MICHAELJBARBER 49 Participatory. Put social
content into emails.

#DSD14/@MICHAELJBARBER 50 Participatory. Drive cross-channel
opt-ins.

#DSD14/@MICHAELJBARBER 51 Participatory. Drive cross-channel
opt-ins.

#DSD14/@MICHAELJBARBER 52 Participatory. Figure out
what people care about; use that data to craft email content.

Personalized. Make it relevant to
me.

#DSD14/@MICHAELJBARBER 54 Personalized. Leverage segmentation
to personalize to me.

#DSD14/@MICHAELJBARBER 55 Personalized. Leverage segmentation
to personalize to me.

#DSD14/@MICHAELJBARBER 56 Personalized. Develop/enhance triggers
based on my behavior. Sign up / welcome1 3 Website engagement / purchase 4 Post experience 2 Birthday and/or anniversary

#DSD14/@MICHAELJBARBER 57 Personalized. Adjust campaign
delivery, content & messaging based on me. Gender based content/creative1 3 Seasonal content/creative 4 Event (i.e. weather) content/creative 2 Location-based content/creative 5 Time of day when I read it

#DSD14/@MICHAELJBARBER 58 Personalized. Adjust campaign
delivery, content & messaging based on me. Cool for the gents Cool for the ladies

#DSD14/@MICHAELJBARBER 59 Personalized. Always give
me more reasons to open your email.

#DSD14/@MICHAELJBARBER 60 Personalized. Always give
me more reasons to open your email.

#DSD14/@MICHAELJBARBER 61
Personalized.
Tools.

Prescriptive
I’m in control.

#DSD14/@MICHAELJBARBER 63 Prescriptive. Let me
tell you what I want.

#DSD14/@MICHAELJBARBER 64 Prescriptive. Let me
tell you when I want it.

#DSD14/@MICHAELJBARBER 65 Prescriptive. Let me
tell you when I want it.

#DSD14/@MICHAELJBARBER 66 Prescriptive. If I
want out, give me an easy opt-out.

#DSD14/@MICHAELJBARBER 67 Prescriptive. Give me
reasons to stay.

#DSD14/@MICHAELJBARBER 68 Prescriptive. If I
stop listening, reengage and then stop sending.

So, let’s make email better.

#DSD14/@MICHAELJBARBER 70 How? P Personalized
Make it relevant to me. P Prescriptive I’m in control. P Participatory I have a voice. Let me use it. P Pervasive Let me read email where I am.

Why?

#DSD14/@MICHAELJBARBER 72 Because imagine if
with this?

#DSD14/@MICHAELJBARBER 73 Thanks. Questions?! Want
these slides? Have questions? @michaeljbarber /

#DSD14/@MICHAELJBARBER 74 Sources. • Smart
Insights - EvolutionofEmail.jpg • Symantec - • LinkedIn - you-need-to-know-about-your-customers?trk=mp-reader-card • MailChimp - • Huffington Post - • Email Marketing Rules - • Teach to Fish Digital - • Mashable - • Mashable - • Candicreate - • Think with Google - • Smart Insights / Gartner - hype-cycle.png