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
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But, first…
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. 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
51. 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.
64. 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.
85. PRESCRIPTIVE
Brands are no longer in control of their email
conversations with people. Let people take control or
risk destruction of a valuable channel.