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Is there still room for innovation in email marketing?
This document discusses the history and future of email marketing. It notes that 1994 marked the birth of modern email marketing with the first true email marketing campaigns. It then provides a timeline of key developments in email from 1971 to today. The document argues that while email marketing currently offers advantages over other channels in terms of cost and personalization, its future is uncertain. It proposes eight requirements for the future of email marketing, including better targeting, personalization, timing of messages, and integration with other channels. The document advocates for a new generation of "disruptor" email marketers to drive innovation in the channel.
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Is there still room for innovation in email marketing?
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- 2. 1994 Do you rememberthe year 1994? @thefrenchflo
- 3. 1994 Do you rememberthe year 1994? @thefrenchflo
- 4. 1994Birth of modern EmailMarketing First true Email Marketing actions @thefrenchflo
- 5. Before 1994: the”Prehistory” The first e-mail was sent between these two computers 1971 The word SPAM comes from the iconic Monty Python sketch 1978 1993 “QWERTYUIOP" You can still access the world’s first website ever 1991 The first banner ad was run on HotWired.com @thefrenchflo
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- 7. E-mail marketing era2003 From there, things evolved a lot 1994 E-commerce 1995 Today 20102000 20011999 Responsive designSpam FiltersA/B Testing1st Email campaigners @thefrenchflo
- 8. But will itgo on in the future? Or have we reached the limits of Email Marketing? @thefrenchflo
- 9. Can we replaceEmail Marketing? @thefrenchflo
- 10. - Not expensive -Highly personalizable - Not perceived as intrusive Needed Features More expensive Intrusive Plain text Volatile Not enough personalizable Intrusive Email vs… @thefrenchflo
- 11. Can we dobetter ? @thefrenchflo
- 12. This is whatyour efforts bring, on average Openers (25%) Clickers (6%) Rendement 6% Rendement 5,4% Rendement 95% @thefrenchflo
- 13. 8 requirements fora future-proof Email Marketing @thefrenchflo
- 14. We need… A betterway to manage authorization Spam filters Opt-in/out Other users @thefrenchflo
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- 16. We need…A betterway to target Persona 2 Persona 1 Niche 1 Niche 2 Out of scope @thefrenchflo
- 17. We need…A betterway to target WHO? WHAT? WHY? HOW ? SHIFT Socio-demo Lifestyle Interest Life Cycle Behavior Motivations Triggers Problems Emotions Priorities SURFACE PROFOUND @thefrenchflo
- 18. We need…A betterway to target WHO? WHAT? WHY? HOW ? SHIFT SURFACE PROFOUND @thefrenchflo
- 19. We need…A betterway to target SHIFT Persona Psychographic Persona @thefrenchflo
- 20. We need… A bettertiming of our messages @thefrenchflo
- 21. We need… abetter timing of our messages Trigger Context @thefrenchflo
- 22. We need… moreTriggered Emails @thefrenchflo
- 23. We need… moreTriggered Emails @thefrenchflo
- 24. We need… moreTriggered Emails @thefrenchflo
- 25. We need… moreTriggered Emails @thefrenchflo
- 26. We need… torely on Context @thefrenchflo
- 27. We need… torely on Context @thefrenchflo
- 28. We need… torely on Context @thefrenchflo
- 29. We need... abetter way to personalize @thefrenchflo
- 30. Context We need... abetter way to personalize -50% Order Now! Best Quality Find Nearest Shop Automated Content Management Platform @thefrenchflo
- 31. We need… Unbiased A/BTesting @thefrenchflo
- 32. We need… Je participe! Unbiased A/B Testing @thefrenchflo
- 33. We need… UnbiasedA/B Testing Random mutation @thefrenchflo
- 34. We need… UnbiasedA/B Testing @thefrenchflo Random mutation Random mutation
- 35. We need… A better integration withother channels @thefrenchflo
- 36. We need… integration Multi channel CRM BetterSegmentation Better ROI @thefrenchflo
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- 38. We need… 1. Pioneers 2.Integrators 3. Disruptors @thefrenchflo
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Editor's Notes
- #6 The story of E-mail: First email 1971 First spam 1978 Start of the www in 1991 First banner 1993
- #8 Start of E-commerce (Ebay 1995) In 1994 email marketing era begins: 1996 – HoTMail, one of the first free Web-based email services is launched 1997 – Yahoo! introduces Yahoo!Mail 1999 – First marketing automation vendors become present online 2000 - Google engineers run their first A/B test, Selligent is founded 2001 - MailChimp and ExactTarget are founded 2003 - Spam filter: Microsoft Outlook 2003 includes junk-mail and anti-phishing filters 2010 – The term Responsive Design is used for the first time