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Email marketing:
"Reports of my death are
greatly exaggerated"
Steve Kemish
Chief Strategy Officer, Cyance
IDM Tutor & Fel...
Comments? @skemmo
EMAIL IS BEING KILLED, IT IS NOT DYING
(but we have hope, a lot of hope)
Comments? @skemmo
245.3 billion
210.1 billion
Comments? @skemmo
Insert report on email usage increase
Comments? @skemmo
Comments? @skemmo
Is it like this where you work?
THINK DIFFERENTLY
Comments? @skemmo
1:1 journey mapping - 5
Active High Value Lapsed
Account Activation
Account Welcome
Order Abandonment
Order Confirmation
A...
BE HELPFUL AND ADD VALUE
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
KNOW YOUR MARKET
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
KNOW THE RULES.
THEN BREAK THEM
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
TAKE DATA SERIOUSLY
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
TEST FOR FUN AND REWARD.
CREATE A WINNING STREAK
Comments? @skemmo
Comments? @skemmo
HIT YOUR OWN STREAK
Open rates
Clicks
Conversion
Unsubscribes
Landing page conversions
Telephone calls
Email signups
Blog ...
Control Plan
Test Plan
Q1 Q2 Q3 Q4
Q1 tests
Data capture
From fields
Subject Lines
Q2 tests
Frequency testing
Personalisat...
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
Comments? @skemmo
ACCEPT & EMBRACE THE
INEVITABLE
Comments? @skemmo
Comments? @skemmo
THE IMPORTANT QUESTION
Comments? @skemmo
“Why Big Steve,
why?”
“Why must they
send irrelevant,
poorly thought-out
and boring emails,
Big Steve? Why?”
Comments? @sk...
Why do we always send on a Tuesday?
Why don’t we try a text only email?
Why don’t we try and segment our data by age of si...
Quick Wins
Delivery
Data quality, deliverability (sender reputation)
Open
Subject line, sender name, frequency, timing.
Cl...
Even quicker wins (right now)
• Ask a question now (or tweet me)
• Come and have a chat (The IDM Stand – A366)
• Go here: ...
 Email marketing: "Reports of my death are greatly exaggerated"
 Email marketing: "Reports of my death are greatly exaggerated"
 Email marketing: "Reports of my death are greatly exaggerated"
 Email marketing: "Reports of my death are greatly exaggerated"
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Email marketing: "Reports of my death are greatly exaggerated"

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Email marketing has been predicted to be dead, dying or history often in the past few years, but still it refuses to abate. This lively session reviews why email marketing should still be at the heart of your overall marketing strategy and how this still ROI-rich channel can be harnessed alongside the likes of social media, automation and content marketing to make your organisation stand out. Case-study led, this session will leave you in no doubt about why email marketing is still key.

This is the slidedeck from Marketing Week Live 2014, London

Published in: Business, Technology
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Email marketing: "Reports of my death are greatly exaggerated"

  1. 1. Email marketing: "Reports of my death are greatly exaggerated" Steve Kemish Chief Strategy Officer, Cyance IDM Tutor & Fellow Email sender & receiver Comments? @skemmo
  2. 2. Comments? @skemmo
  3. 3. EMAIL IS BEING KILLED, IT IS NOT DYING (but we have hope, a lot of hope) Comments? @skemmo
  4. 4. 245.3 billion 210.1 billion Comments? @skemmo
  5. 5. Insert report on email usage increase Comments? @skemmo
  6. 6. Comments? @skemmo
  7. 7. Is it like this where you work?
  8. 8. THINK DIFFERENTLY Comments? @skemmo
  9. 9. 1:1 journey mapping - 5 Active High Value Lapsed Account Activation Account Welcome Order Abandonment Order Confirmation Account Up-Sell Welcome Conversion Nurture Account Nurture Reactivation Order Comp Download Confirmation Event Booking Event Invite Customer Satisfaction Survey Monthly Statement Win-back Event Countdown Viral Triggered Cross-sell Sign Up First Order Follow-up Post-Event Suspect Prospect Customer Comments? @skemmo
  10. 10. BE HELPFUL AND ADD VALUE Comments? @skemmo
  11. 11. Comments? @skemmo
  12. 12. Comments? @skemmo
  13. 13. KNOW YOUR MARKET Comments? @skemmo
  14. 14. Comments? @skemmo
  15. 15. Comments? @skemmo
  16. 16. KNOW THE RULES. THEN BREAK THEM Comments? @skemmo
  17. 17. Comments? @skemmo
  18. 18. Comments? @skemmo
  19. 19. Comments? @skemmo
  20. 20. Comments? @skemmo
  21. 21. TAKE DATA SERIOUSLY Comments? @skemmo
  22. 22. Comments? @skemmo
  23. 23. Comments? @skemmo
  24. 24. Comments? @skemmo
  25. 25. Comments? @skemmo
  26. 26. Comments? @skemmo
  27. 27. Comments? @skemmo
  28. 28. Comments? @skemmo
  29. 29. Comments? @skemmo
  30. 30. TEST FOR FUN AND REWARD. CREATE A WINNING STREAK Comments? @skemmo
  31. 31. Comments? @skemmo
  32. 32. HIT YOUR OWN STREAK Open rates Clicks Conversion Unsubscribes Landing page conversions Telephone calls Email signups Blog views via email Emails to tweets Comments? @skemmo
  33. 33. Control Plan Test Plan Q1 Q2 Q3 Q4 Q1 tests Data capture From fields Subject Lines Q2 tests Frequency testing Personalisation Price tests Q3 tests Automated campaigns Re-activation strategies Q4 tests Segmentation models Churn analysis New format Build a testing plan a Testing programme – 6 Comments? @skemmo
  34. 34. Comments? @skemmo
  35. 35. Comments? @skemmo
  36. 36. Comments? @skemmo
  37. 37. Comments? @skemmo
  38. 38. ACCEPT & EMBRACE THE INEVITABLE Comments? @skemmo
  39. 39. Comments? @skemmo
  40. 40. THE IMPORTANT QUESTION Comments? @skemmo
  41. 41. “Why Big Steve, why?” “Why must they send irrelevant, poorly thought-out and boring emails, Big Steve? Why?” Comments? @skemmo
  42. 42. Why do we always send on a Tuesday? Why don’t we try a text only email? Why don’t we try and segment our data by age of signup? Why don’t we send an email with our best blog posts each month? Why don’t we try and see? Why don’t finance like us? Why do other email marketers always send boring emails? Why don’t we try to be different? Comments? @skemmo
  43. 43. Quick Wins Delivery Data quality, deliverability (sender reputation) Open Subject line, sender name, frequency, timing. Click Usability, above the fold, relevance. Engage Landing page, speed, reward. Transact Checkout speed, easy to do , up sells. Then Repeat Comments? @skemmo
  44. 44. Even quicker wins (right now) • Ask a question now (or tweet me) • Come and have a chat (The IDM Stand – A366) • Go here: www.theidm.com/cme and www.theidm.com/emailaward Comments? @skemmo

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