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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

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Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond