E-mail Marketing 3.0 is coming: Are you ready?

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E-mail Marketing 1.0 was batch and blast. E-mail Marketing 2.0 – where we are now – is all about utilising Big Data to segment and target campaigns and use triggered e-mails based on subscriber behaviour. So what’s the next step for e-mail marketing? In his presentation, Dela talks about E-mail Marketing 3.0 and shows how smart marketers have started to move beyond purely reactive campaigns to a more proactive approach where e-mail is also used to create demand for your products and services. Find out how to leverage the power of e-mail within your own programme to make your subscribers more likely to pick your products and services than your competitors.

E-mail Marketing 3.0 is coming:
Are you ready?
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx

4x More Email sent every day than ALL Search, Social Media updates, and Web Page views COMBINED

Anyone Without An Email Address Is The Digital
Equivalent of Homeless

Email’s Image Is Overwhelmingly
Negative

There Are 2 Kinds Of Marketing
Demand Response Marketing
(Giving You What I think You Want)
V
Demand Generation Marketing
(Making You Want What I have)

We Know sending More
Works But Don’t Ask Why?

We Are Obsessed With How & What But With Email
We Never Ask Why?
• Email 1.0 = How (deliverability)?
 How do I get in the inbox?
 How do I make my email look good on AOL?
• Email 2.0 – What (optimisation)?
 What's The best time to send email?
 What's the best subject line?
 What triggered programs should I use?
• The Future – Is About Why?

How We make Decisions
System 1 - is in charge of almost everything we do. Most of everything we do is skilled,
and skilled activities are largely carried out effortlessly and automatically. That even
includes routine conversation; it's very low effort. So System 1 is a marvel, with some
flaws
System 2 - is slow and clunky but capable of performing complicated actions that System
1 cannot carry out.
If I say 2 plus 2, a number comes to your mind. That is System 1 working.
You didn't have to compute it, you didn't have to do anything deliberate, it just popped out
of your associative memory.
If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you
computed it, you'd be investing effort. Your pupils would get larger, your heart rate would
accelerate, and you'd be working. That's System 2.
Thinking, Fast and Slow - By Daniel Kahneman

Email Whether Personal Or work Related Is
Everywhere

Email 2.0 - Assumes all decision making
is rational and conscious
Email In The Future – Will recognise the
importance of unconscious decision
making

The Nudge Effect Subject Lines
Influence Non-Openers Too

High Open Rates = Low Volumes
Source: EDS Analyst

The Open Rate Paradox
Data from EDS Analyst

Every Email You Send Is An Opportunity To
Engage

Further reading
Most popular articles:
FIVE reasons why open reach will revolutionise your email
marketing
http://bit.ly/1g4VGe7
Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm
How to create emails that sell – even unopened http://bit.ly/1jGjbtI
Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ
Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs

Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
dela@alchemyworx.com
@Alchemyworx
@delaquist
Follow

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E-mail Marketing 3.0 is coming: Are you ready?

1. E-mail Marketing 3.0 is coming: Are you ready? Dela Quist: CEO Alchemy Worx uk.linkedin.com/in/delaquist @delaquist & @alchemyworx

2. Why You Should Listen To Me?

3. On The Other Hand……

4. The Nudge Effect

5. 4x More Email sent every day than ALL Search, Social Media updates, and Web Page views COMBINED

7. Anyone Without An Email Address Is The Digital Equivalent of Homeless

8. Email’s Image Is Overwhelmingly Negative

9. Email Marketers Are Technocrats

10. There Are 2 Kinds Of Marketing Demand Response Marketing (Giving You What I think You Want) V Demand Generation Marketing (Making You Want What I have)

11. Lets Play Pretend – Who Wins?

12. We Know sending More Works But Don’t Ask Why?

13. We Are Obsessed With How & What But With Email We Never Ask Why? • Email 1.0 = How (deliverability)?  How do I get in the inbox?  How do I make my email look good on AOL? • Email 2.0 – What (optimisation)?  What's The best time to send email?  What's the best subject line?  What triggered programs should I use? • The Future – Is About Why?

14. How We make Decisions System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a marvel, with some flaws System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out. If I say 2 plus 2, a number comes to your mind. That is System 1 working. You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory. If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2. Thinking, Fast and Slow - By Daniel Kahneman

15. Email Whether Personal Or work Related Is Everywhere

16. Up Close, Personal & High Impact

17. Familiarity Builds Trust

18. Familiarity Builds Trust

19. Email 2.0 - Assumes all decision making is rational and conscious Email In The Future – Will recognise the importance of unconscious decision making

20. Leveraging The Why

21. Email Influences All Channels

22. Email Influences All Channels

23. Email Influences All Channels

24. Familiarity Breeds Trust & Trust Sells

25. Familiarity Breeds Trust & Trust Sells

26. Email Drives Sales In Other Channels

27. The Nudge Effect Subject Lines Influence Non-Openers Too

28. The Nudge Effect Subject Lines Influence Non-Openers Too

29. High Open Rates = Low Volumes Source: EDS Analyst

30. The Open Rate Paradox Data from EDS Analyst

31. Pain v Gain Data from EDS Analyst

32. Every Email You Send Is An Opportunity To Engage

33. http://bit.ly/AWEngage

34. The Battle Of The Tech Titans

35. Email Is Google’s Chosen Weapon

36. Email Is Google’s Chosen Weapon

37. Further reading Most popular articles: FIVE reasons why open reach will revolutionise your email marketing http://bit.ly/1g4VGe7 Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm How to create emails that sell – even unopened http://bit.ly/1jGjbtI Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs

38. Thank You & Stay in Touch uk.linkedin.com/in/delaquist alchemyworx.com/delaquist_ebook dela@alchemyworx.com @Alchemyworx @delaquist Follow

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