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TIM WATSON
Email Marketing Consultant
19th March 2014
Emails that Deeply
Connect and Delight
If you’ve been given an envelope
• Open it
• Answer the question –
don’t show to others
• Stuff the answer back in
• Hold it up to be collected
A Little About Me
What is the most Sensitive Part of your Body?
Every Email Must Answer Four Questions
• Who is this from?
• What’s it about?
• Why should I care?
• What should I do next?
How Old was Gandhi when he Died?
Did Mahatma
Gandhi die before or
after the age of 9?
How old was
Mahatma Gandhi
when he died?
Did Mahatma Gandhi
die before or after
the age of 140?
How old was
Mahatma Gandhi
when he died?
Subject lines frame the message
Subject A: Are we still welcome in your inbox?
Subject B: Was it something we said?
Ratio of clicks
between the two
buttons..
Subject A: 6.5x
Subject B: 2.8x
Email body containing two calls to action
Obama Frankenstein Tests
How do we make choices?
Ugly Tom and Ugly Jerry
Modified Jerry
Modified Tom
Subscribe to The Economist
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125
Sensible – middle option is a dud
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125
Source: Dan Ariely
Remove the bad option
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print & Online Subscription – $125
Previously 84%
Protect the
environment
messaging
Do like
other hotel
guests and
recycle
Protect the
environment
messaging
Do like
other hotel
guests and
recycle
20% more
Arizona Petrified Forest
Many past visitors have removed the petrified wood from the
park, destroying the natural state of the Petrified Forest
Jam and Choice
Choice of 24 jams
Choice of 6 jams
50% more people taste
Source: MarketingSherpa
Are More Benefits More Powerful?
Shampoo X makes hair...
• Cleaner
• Stronger
• Healthier
• Softer
• Shinier
• Fuller
Shampoo X makes hair...
• Cleaner
• Stronger
• Healthier
or
Cookie Tasting
Source: Worchel, Lee, Adewole
Any money that you donate will go to Rokia, a seven-year-old girl
who lives in Mali in Africa. Rokia is desperately poor and faces a
threat of severe hunger, even starvation. Her life will be changed
for the better as a result of your financial gift. With your
support, and the support of other caring sponsors, Save the
Children will work with Rokia's family and other members of the
community to help feed and educate her, and provide her with
basic medical care
Food shortages in Malawi are affecting more than three million
children. In Zambia, severe rainfall deficits have resulted in a 42%
drop in maize production from 2000. As a result, an estimated
three million Zambians face hunger. Four million Angolans — one-
third of the population — have been forced to flee their homes.
More than 11 million people in Ethiopia need immediate food
assistance.
Human interest or big picture data?
&
Questions?
Let’s Connect
Follow Me Twitter: @tawatson
Email twatson@zettasphere.com
Don’t miss out on more sound advice to your inbox
http://www.zettasphere.com/signup

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Emails that Create Deep Connections

  • 1. TIM WATSON Email Marketing Consultant 19th March 2014 Emails that Deeply Connect and Delight
  • 2. If you’ve been given an envelope • Open it • Answer the question – don’t show to others • Stuff the answer back in • Hold it up to be collected
  • 4. What is the most Sensitive Part of your Body?
  • 5. Every Email Must Answer Four Questions • Who is this from? • What’s it about? • Why should I care? • What should I do next?
  • 6. How Old was Gandhi when he Died?
  • 7. Did Mahatma Gandhi die before or after the age of 9? How old was Mahatma Gandhi when he died? Did Mahatma Gandhi die before or after the age of 140? How old was Mahatma Gandhi when he died?
  • 8. Subject lines frame the message Subject A: Are we still welcome in your inbox? Subject B: Was it something we said? Ratio of clicks between the two buttons.. Subject A: 6.5x Subject B: 2.8x Email body containing two calls to action
  • 10.
  • 11. How do we make choices?
  • 12. Ugly Tom and Ugly Jerry
  • 15. Subscribe to The Economist • Option 1, One Year Online Subscription – $59 • Option 2, One Year Print Subscription – $125 • Option 3, One Year Print & Online Subscription – $125
  • 16. Sensible – middle option is a dud • Option 1, One Year Online Subscription – $59 • Option 2, One Year Print Subscription – $125 • Option 3, One Year Print & Online Subscription – $125 Source: Dan Ariely
  • 17. Remove the bad option • Option 1, One Year Online Subscription – $59 • Option 2, One Year Print & Online Subscription – $125 Previously 84%
  • 18.
  • 20. Protect the environment messaging Do like other hotel guests and recycle 20% more
  • 21.
  • 22.
  • 23.
  • 24.
  • 25. Arizona Petrified Forest Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest
  • 26. Jam and Choice Choice of 24 jams Choice of 6 jams 50% more people taste
  • 28.
  • 29.
  • 30. Are More Benefits More Powerful? Shampoo X makes hair... • Cleaner • Stronger • Healthier • Softer • Shinier • Fuller Shampoo X makes hair... • Cleaner • Stronger • Healthier or
  • 31.
  • 33.
  • 34.
  • 35.
  • 36. Any money that you donate will go to Rokia, a seven-year-old girl who lives in Mali in Africa. Rokia is desperately poor and faces a threat of severe hunger, even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia's family and other members of the community to help feed and educate her, and provide her with basic medical care Food shortages in Malawi are affecting more than three million children. In Zambia, severe rainfall deficits have resulted in a 42% drop in maize production from 2000. As a result, an estimated three million Zambians face hunger. Four million Angolans — one- third of the population — have been forced to flee their homes. More than 11 million people in Ethiopia need immediate food assistance. Human interest or big picture data?
  • 37. &
  • 38. Questions? Let’s Connect Follow Me Twitter: @tawatson Email twatson@zettasphere.com Don’t miss out on more sound advice to your inbox http://www.zettasphere.com/signup