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Make Email Suck Less

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When it comes to email marketing, most marketers focus on opt-ins, open rates, clickthroughs, and conversions. It’s time to shift that focus to your customers because they are begging you for better emails. Session insights will include email trends, research, strategy, planning, execution, integration (content, social, offline). We also dive into specific examples of email branding, acquisition, loyalty, and retention strategies, covering best practices as well as advanced tactics.

Originally presented at 2015 Digital Summit Phoenix
Updated February 2, 2016

Published in: Marketing

Make Email Suck Less

  1. CUSTOMERS TRUMP ANALYTICS WHY EMAIL MARKETING IS ABOUT PEOPLE NOT METRICS
  2. #vacationbrain
  3. Want these slides? 
 barberandhewitt.com/digitalsummit 
 Want to relive this presentation? medium.com/@michaeljbarber Say hello. @michaeljbarber But, first…
  4. Close your eyes and imagine…
  5. On balance, [email is] maybe 10% pleasure and 90% fear of missing out. “ Larry Rosen, Psychologist
  6. 78% of email is spam
  7. 94 billion spam messages per day
  8. $20 billion cost to the global economy
  9. MEANWHILE People love email, a lot, like, a lot, a lot.
  10. 4.1 billion email accounts across the globe Source: Radicati Group, 2015
  11. MOBILE FIRST Source: Litmus, 2016
  12. WE READ EMAIL EVERYWHERE Source: Adobe, 2015
  13. AND, I MEAN EVERYWHERE Source: Adobe, 2015
  14. PEOPLE PREFER IT Source: MarketingSherpa
  15. EMAIL IS AWESOME, AGAIN
  16. EMAIL IS HUGE FOR US. {Said like Trump. Emphasis on the “huge.”}
  17. EMAIL DELIVERS THE HIGHEST ROI FOR MARKETERS Source: VentureBeat
  18. REGARDLESS OF INDUSTRY Source: GetResponse, 2016
  19. EMAIL BEATS SOCIAL BY 40X FOR CUSTOMER ACQUISITION Source: VentureBeat
  20. PROVIDES HALO EFFECTS ON PURCHASE
  21. ASSISTS OTHER CHANNEL INTERACTIONS Source: Salesforce Marketing Cloud
  22. AND, INCREASES REVENUE OVER TIME Source: Salesforce Marketing Cloud
  23. EVERYONE WANTS US OUT OF THE INBOX No surprise.
  24. SPAM FOLDERS
  25. MARK AS SPAM & INSTANT UNSUBSCRIBE
  26. LAYERED AUTHENTICATION & REPUTATION DATA Sender ID Framework (SPF) Inbound Mail Server Authentication Pass Fail DNS SPF Record Lookup Inbox Junk ? Quarantine Block/Delete Reputation Data 1 2 3 4 Sender Internet
  27. LAYERED AUTHENTICATION & REPUTATION DATA Sender ID Framework (SPF) Inbound Mail Server Authentication Pass Fail DNS SPF Record Lookup Inbox Junk ? Quarantine Block/Delete Reputation Data 1 2 3 4 Sender Internet
  28. MOVED PROMO EMAILS OUT OF THE INBOX
  29. REDEFINE THE INBOX
  30. “EMAIL IS DEAD” AND/OR “HATED”
  31. GOVERNMENT GETS SMART
  32. CASL GONNA GET EM
  33. Marketers are slowly losing 
 our real estate in the Inbox.
  34. SHOULD WE BE SURPRISED? Nah, bro, just look at these examples…
  35. UMMM, SUBJECT LINE & WHERE DO I CLICK?
  36. TOTAL HIERARCHY MESS
  37. SHARING TESTING IS CARING
  38. NOTHINGNESS
  39. SUBJECT LINE #FAIL
  40. URL CRAZINESS
  41. CAN YOU READ THIS?
  42. WE DON’T WANT TO TALK TO YOU
  43. THE REST JUST SUCKS BECAUSE…
  44. 9 the number of emails I received from one brand on Cyber Monday…WTF?
  45. HOLIDAY EMAIL AVERAGES July to Sept. Halloween to Dec. 15 Black Friday Cyber Monday Daily average 7 9 11 12
  46. 80.8% of holiday email was ignored
  47. SO, WE SUCK. Now what?
  48. Let’s go back to the P’s.
  49. Product, price, place, and promotion. Let’s try some new ones.
  50. PORTABLE “The thumb is in charge.” 
 Email must be able to go where people go. If it can’t follow people through his or her day, it's no longer relevant.
  51. SINGLE COLUMN “SKINNY” LAYOUTS.
  52. FONTS & BUTTONS, OH MY! >
  53. GET TO THE POINT
  54. LET IMAGES DO THE TALKING
  55. FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE X
  56. DUDE, GIFS FTW
  57. PREHEADERS FOR EVERYONE
  58. TIM JUST MADE TEXT RELEVANT
  59. NEED INSPIRATION?
  60. TOOLS FOR PORTABILITY
  61. WHERE DO WE EVEN START?
  62. ALL HOPE IS NOT LOST
  63. PERSONAL The promise of digital was always and will always be its potential for personalization. Your email must cater to the individual needs and desires of every user—and the experience must be unique to each individual.
  64. SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE
  65. PERSONALIZATION INCREASES OPEN RATES BY 26%
  66. ARE WE REALLY TRYING THAT HARD?
  67. HAVE DATA, WILL USE IT
  68. LEVERAGE DYNAMIC CONTENT
  69. DATA FROM THE MY CROWD
  70. TRIGGERS BASED ON DATA / THE WELCOME
  71. TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT
  72. TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT
  73. TRIGGERS BASED ON DATA / PURCHASE INTENT
  74. TRIGGERS BASED ON DATA / PURCHASE HISTORY
  75. TRIGGERS BASED ON DATA / WEATHER
  76. TRIGGERS BASED ON DATA / DYNAMIC
  77. TRIGGERS BASED ON DATA / TRANSACTIONAL
  78. TRANSACTIONAL EMAILS MATTER
  79. ALWAYS GIVE ME MORE
  80. ALWAYS GIVE ME MORE
  81. ALWAYS GIVE ME MORE
  82. ALWAYS GIVE ME MORE, INCLUDING MINI HORSES
  83. TOOLS FOR PERSONALIZATION (AND AUTOMATION)
  84. PRESCRIPTIVE Brands are no longer in control of their email conversations with people. Let people take control or risk destruction of a valuable channel.
  85. ASK AND YOU SHALL RECEIVE
  86. ASK AND YOU SHALL RECEIVE
  87. CONFIRM OUR RELATIONSHIP
  88. TELL YOU WHEN I WANT IT
  89. GIVE ME REASONS TO SAY HELLO
  90. LET’S GET ENGAGED AGAIN
  91. LET’S GET ENGAGED AGAIN, BUT DON’T EVER STOP EMAILING THEM.
  92. IF I WANT OUT, MAKE IT EASY
  93. GIVE ME REASONS TO STAY
  94. DIE PURCHASE LISTS, JUST DIE
  95. LET’S RECAP Three P’s, Not the Old Four
  96. PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.
  97. PERSONAL BE RELEVANT OR BE DELETED. PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.
  98. PRESCRIPTIVE PUT PEOPLE IN CONTROL. PERSONAL BE RELEVANT OR BE DELETED. PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.
  99. BUT, WHY CARE? Three reasons…
  100. ENGAGEMENT MATTERS #1
  101. We do not use clicks as a measure of engagement. We track replies, moves, mark not as junk, delete without open. Email Experience Counsel, 2015 “
  102. Engagement is measured at the subscriber-level and based on metrics we aren’t tracking.
  103. THE FUTURE MATTERS #2
  104. “MAILABLE MICROSITES” VIA @CHADSWHITE
  105. GOOGLE’S PONY EXPRESS
  106. THE INBOX IS THE CART
  107. We won’t be able to take advantage of email’s future if we’ve screwed up its past.
  108. FAMILIARITY RULES. #3
  109. The Inbox is the one digital place everyone understands.
  110. www.barberandhewitt.com hello@barberandhewitt.com Los Angeles, CA THANKS. QUESTIONS / COMMENTS. Updated February 9, 2016 Want these slides? barberandhewitt.com/digitalsummit
  111. SOURCES • Smart Insights - http://www.smartinsights.com/wp-content/uploads/ 2013/06/emailInfographic-EvolutionofEmail.jpg • Symantec - http://www.symantec.com/about/news/release/article.jsp? prid=20110125_01 • LinkedIn - https://www.linkedin.com/today/post/article/ 20131212125736-1816165-the-new-four-ps-everything-you-need-to- know-about-your-customers?trk=mp-reader-card • MailChimp - http://blog.mailchimp.com/how-gmail-tabs-affect-your- email-marketing-an-update/ • Huffington Post - http://www.huffingtonpost.com/2012/08/08/cost-of- spam_n_1757726.html • Email Marketing Rules - http://www.emailmarketingrules.com/ jcpenneys-mobile-aware-email-makeover/ • Teach to Fish Digital - http://teachtofishdigital.com/email-mobile- social/ • Mashable - http://mashable.com/2012/09/20/evolution-email/ • Mashable - http://mashable.com/2011/01/26/e-mail-facts/ • Candicreate - https://twitter.com/candicreate/status/ 446841800439787521 • Think with Google - http://www.thinkwithgoogle.com/tools/customer- journey-to-online-purchase.html • Smart Insights / Gartner - http://www.smartinsights.com/wp-content/ uploads/2013/10/digital-marketing-hype-cycle.png • MailChimp - http://blog.mailchimp.com/a-purchased-list-is-a-dead-list/ • Really Good Emails - www.reallygoodemails.com • Denver Post - http://www.denverpost.com/Business/ci_27174618/ Taming-the-deluge-of-holiday-sales-emails-is-part-art-science • ExactTarget - https://secure.sfdcstatic.com/assets/pdf/datasheets/ mc_2015stateofmarketing.pdf • VentureBeat - http://venturebeat.com/2015/03/05/why-email- marketing-is-still-in-style-and-thriving/ • Adobe - https://blogs.adobe.com/conversations/2015/08/email.html • Campaign Monitor - ://www.campaignmonitor.com/resources/guides/ email-marketing-new-rules/

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