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The Hank Moody Guide to Magnetic Email Marketing
The presentation by Karen Talavera outlines strategies for effective email marketing, emphasizing the importance of authenticity, personality, and emotional connection to engage subscribers. It provides practical examples from various brands to illustrate how to create impactful email content that resonates with the audience and stands out in a crowded inbox. Key tactics include being witty, using storytelling, and inviting audience participation to enhance customer loyalty.
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The Hank Moody Guide to Magnetic Email Marketing
- 1. THE HANK MOODY GUIDETO MAGENTIC EMAIL MARKETING Karen Talavera President, Synchronicity Marketing @SyncMarketing Internet Summit 2018
- 2. Karen Talavera, CEO& Founder Synchronicity Marketing Making Email Marketing Easier! Consulting & Professional Education since 2003 • Leading email marketing industry advocate, speaker and strategist • Internationally-known trainer and professional educator • Women In Business mentor (member Women in Email, Alley to the Valley) • Email Experience Council (EEC) board member • HQ’d near Miami, virtually everywhere • Serving data-driven marketers worldwide, including: Your Presenter
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- 4. Free Gift 1. Takea short survey 2. Get a free Excel Email Metrics & ROI Calculator 3. Survey at bit.ly/dsemailsurvey
- 5. This Presentation isRated 4
- 6. Credit To Californication© TelevisionShow images and video courtesy of Showtime Networks Google Images YouTube Netflix
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- 9. Why Hank? Carefree Unapologetically Authentic Witty Magnetic Unattached to Outcome Walks His Talk
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- 11. Being yourself means notworrying about whether you’re liked If you’re being real, the right audience will find you, love you, and be loyal to the end Forget the Rest! Twitter: @SyncMarketing © Synchronicity Marketing. All rights reserved
- 12. Why It Matters AttentionEconomy
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- 14. How It’s Done Personality: The Lost Explorer Don’t have a discernable personality? Develop one!
- 15. How It’s Done Uncommon Style: McKittrick Hotel Retro historic ”poster” aesthetic yet animated. Custom fonts, illustrations, etc.
- 16. How It’s Done Consistency: Goop In frequency Delivered every other day In subject line convention Short, pithy, one or two words In design and layout (having a template helps) Clear editorial sections, feature sections, lead article, and promo sections
- 17. How It’s Done Unapologetic: Spirit Airlines As irreverent as Hank!
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- 19. “Next to beingwitty, the best thing is being able to quote another’s wit” – Christian Nestell Bovee Swipe and Deploy! Twitter: @SyncMarketing © Synchronicity Marketing. All rights reserved
- 21. Why It Matters Boring and typical gets you . . . buried in the inbox avalanche Most of your competitors are afraid to take risks A witty personality is uncommon. If you’ve got it, flaunt it!
- 22. Essential Ingredients Brandvoice Pop-culture references Create your own language Hank has many “Moody-ism’s” Seasonal and temporal relevance Exceptional copywriting reinforced with images Master the metaphor
- 23. How It’s Done Short & Sweet: Jet Blue Brevity speaks volumes
- 24. How It’s Done Satire & Snark: Cards Against Humanity Does anyone do it better?
- 25. How It’s Done Turn a Phrase: Phrasee Puns amuse Pithy copy impresses Pick a theme for continuity programs like newsletters
- 26. How It’s Done Timely & Relevant: Tinder Pop-culture references Shark Week Bachelorette current season airing Actual partnership with Discovery Channel and pledge to take a few couples on a first date to the Bahamas (where there are lots of sharks ;)
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- 28. “The opposite oflove is not hate, it’s indifference” – Elie Weisel Create Emotional Connections Twitter: @SyncMarketing © Synchronicity Marketing. All rights reserved
- 30. Why It Matters Resonance:a feeling of alignment, harmony, and empathy THIS! 29
- 31. We maythink we use our superior intellects to make decisions, but the reality is: People Respond from Emotion And Justify with Reason Heart Over Mind
- 32. • Evoke emotionand you’ll provoke response • Emotional reactions create a lasting psychic imprint • Use words and images to put subscribers in a “feeling state” • Illustrate transformational outcome Show Feel ActRecall The Process Unpacked
- 33. How It’s Done Going Negative: Mercy for Animals Provoking negative emotions like disgust, anger, outrage or annoyance can work BUT! Use sparingly and Pay off with positive follow-up
- 34. How It’s Done The Power of Story: Charity Water The single most underutilized yet most powerful emotional tactic available We teach and learn through storytelling Hank’s a master at it – how about you?
- 35. How It’s Done Express Gratitude: Microsoft Recognize interactions Thank and reward Anticipate needs and inspire next transaction
- 36. How It’s Done Dazzle with Positivity: Tiffany What emotions does this evoke? What’s the transformational outcome of responding to the CTA? Is it memorable?
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- 38. “Don't tell methe moon is shining; show me the glint of light on broken glass.” - Anton Chekov Give subscribers experiences Take them on a journey That’s what they’ll remember Twitter: @SyncMarketing © Synchronicity Marketing. All rights reserved
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- 42. Ways That Work Educate with interactive learning, training, apps Entertain with video, quizzes, games, fun Invite participation with surveys, polls, contests, sweeps Reward exclusivity, frequency, loyalty programs
- 43. How It’s Done The Power of Experience: Marriott Video is great for education and entertainment Super Bowl 50 sweepstakes prize was a trip for 50 people to the game
- 44. How It’s Done Invite Participation: NatGeo Give subscribers a voice Put them center stage Recognize and reward
- 45. How It’s Done VIP Treatment: Tiffany Treat your subscribers like VIPs with exclusive access, content, price, inventory Everyone want to feel ”special”
- 46. How It’s Done 1:1 At Scale: Delta Airlines The ultimate in automated personalized content, both in email and on landing page I feel special!!! Useful relevant info specific to me Supports customer loyalty program
- 48. Take It FromHank . . . Be AUTHENTIC WITTY Wins Emotionally CONNECT ENGAGE!
- 50. Site/Blog: www.SynchronicityMarketing.com Email: karen@SynchronicityMarketing.com Facebook: www.facebook.com/SynchronicityMarketing LinkedIn:www.linkedin.com/in/KarenTalavera Twitter: @SyncMarketing Phone: 561.738.5138 THANK YOU! QUESTIONS? Survey at bit.ly/dsemailsurvey
Editor's Notes
- #2 Hello! It’s a real pleasure to be here, thank you for coming. So how many of you are Californication fans and know who Hank Moody is? Well, if you don’t you’re about to. Ready to have some fun?
- #4 Before we begin, I want to encourage you to tweet throughout this presentation. Here’s my Twitter handle and the hashtag for the event.
- #6 Just like the TV series this presentation has mild sexual and drug references, so if you’re easily offended have forgotten your sense of humor, you might want to leave now.
- #7 And to give credit where credit is due, all Californication TV series video clips and Hank Moody images are courtesy of Showtime Networks and the other media sources here.
- #8 Full confession: I guess I was behind the times or didn’t have Showtime while Californication was airing because not long ago I binge-watched all 7 seasons on Netflix. And like many women before me, I became smitten with Hank. So who is he? Henry James Moody is the fictional protagonist of Californication, a Showtime original series airing from 2007-2014. Moody is an esteemed but erratic writer who frequently becomes embroiled in bizarre and salacious situations. He is played by David Duchovny who has received multiple best TV Actor nominations and a Golden Globe for the role. Just to be clear, we’re not talking about Duchovny here – just the notorious character he played. So without further ado let me give you a glimpse into the life of Hank Moody.
- #9 Official Season 3 Californication Trailer On YouTube at https://youtu.be/gQ7yaQhXJAI
- #10 In that trailer for Season 3 you just saw a slice of Hank’s life. Karen is his true love and mother of Becca, their daughter. You see his bald agent Charlie, and some of his motley crew of friends. So why did I choose Hank Moody? Because as confused and morally questionable as this character may be, he’s also undeniably irresistible. He’s carefree and follows his heart and gut. Hank is a perfect representation of our unvarnished duality – with no masks. We may be able to hide from ourselves, but as the audience we see all of Hank - light and shadow. He’s unapologetically himself - flaws and all. And for that reason, he’s a lot like how our email programs are and should be: imperfect but REAL. All of which made me think there are lessons we can learn from Hank that apply to marketing if not also to life! So let’s unpack FOUR of Hank’s key character traits that will make your email as magnetic and irresistible as he is - hopefully, while avoiding some of his crazy missteps and shortcomings.
- #11 I can’t say it better than Hank! And I’m sure I’m not the first person you’ve seen preach authenticity at a marketing conference; we all know it’s easier said than done. But what does being authentic in your marketing really mean?
- #13 Short answer: There’s no place to hide! People will smell a fake a mile away – in today’s world, they want REAL. The currency of the attention economy is, obviously, attention. The rise of reality shows demonstrates that what people want to pay attention to is real life; and they want not only attention paid to them, but to invest their own attention wisely. Today we’re witnessing a fusion of a) greater transparency between companies and customers, b) more omni-channel ways of having customer conversations, c) the rise of User Generated Content dominating the Web due almost entirely to the meteoric rise of social media.
- #14 The secret to authenticity is Vulnerability, Transparency, Personality and Community. When you have all four of these working for you, you create resonance with people because they sense you are approachable, can identify with some aspect of you or your brand, and see that others are gathering around you. If you’re hiding, afraid to show personality, or don’t have one you won’t connect.
- #15 There are many ways to be authentic, but being unafraid to show your uniqueness it is at the essence of what it’s all about. Take this Valentine’s Day email from The Lost Explorer, David deRothschild’s innovative travel products company. Look at the headlines and provocative hero image.
- #16 Or this from a dining and live music venue in NYC called the McKittrick Hotel. Because we’re talking about email, graphic and creative design is important, and theirs is a retro play on historic show posters, complete with old-school touches like fonts combined with technological touches like animation.
- #17 Being authentic means being consistent every time you show up, which Hank definitely was consistent throughout his on-again, off-again relationship with Karen. He never gave up on the idea of them being together, and even when she remarried he kept coming back to her. Goop is Gwyneth Paltrow’s lifestyle blog sending email almost every other day in a templated layout that’s easy to recognize and navigate. There’s elegance in that simplicity.
- #18 And finally, being authentic means never having to change or apologize for who you are, definitely like Hank. Spirit Airlines instantly comes to mind with their often sassy and irreverent emails hijacking current events and pop culture references for their own gain. The brand personality is known for this, and they don’t shy away from carrying it through their email.
- #19 Hank Moody’s dialog has got to be some of the wittiest ever written for television. Case in point!
- #20 Read Quote. Now, let’s take another look at Hank in action. This scene with the wife of the dean of the university where Hank is teaching in Season 3, episode 3 perfectly illustrates Hank’s verbal mastery!
- #21 Season 3 episode 3 on YouTube at https://youtu.be/MadVWJdn4WQ
- #22 Throughout Californication women fall for Hank, and the scene you just saw is another perfect example of why. He doesn’t have to chase; instead, he uses his wit and charm to magnetize them to him. And you need to think about email copywriting the same way! It’s time to really UP your email copywriting game! Boring and typical gets you buried in the inbox avalanche. Charming, edgy and unique gets you noticed and READ. Most of your competitors are afraid to take risks. A witty personality is rare. If you’ve got it, flaunt it!
- #23 Read slide
- #24 Here’s a Spirit Airlines competitor – Jet Blue. You don’t need to be a creative rock star to come up with these ideas or copy. Look at the great use of Subject Lines, Headlines, and pre-header message text and how well they work together – not only getting the main point across, but in same tone and style Short, pitchy SLs and headlines catch the eye Text as image and icons reinforce the message
- #25 I like to think this is brand, a game, and an email program Hank Moody would love if not have written himself. Seriously I’ve laughed myself silly reading these gems. If you’ve never heard of or played this game, let me go on record by saying you are truly missing out on some of the best fits of hilarity you’ll ever experience. And since you’re still with me so far, I’m sure you can handle it. Here’s what they sent for pride week this past June.
- #26 Or, turn a Phrasee as this case might be. I’d love to show you their email all day long but we only have time for one – so let’s look at this recent weekly newsletter issue published during the week founder Pary Malm got married. Phrasee is an AI-drivenlanguage optimization tool for email Their brand personality is to be tongue in cheek and thick with puns. Where does this personality come from? I think, largely, one of the co-founders who I know and speaks/writes like this in real life! Another great example of using all your assets. Main Call outs: Probably the most fun, creative B2B email I can think of. Yes, I said B2B! They say they can write your subject lines better than you – so they have to practice what they preach. Use emojis in almost every SL Tone is super-millenial, with lots of current slang
- #27 When I say timely and relevant, I’m talking about going beyond simple seasonality. Does your email reflect awareness of what’s happening in the world around you? Are you riffing on what’s in the collective consciousness or hot in pop-culture like Hank would? I love this campaign from Tinder, which partnered with the Discovery Channel during their Shark Week to come up with a shark-themed funny message about dating featuring video of Chris Harrison, host of the Bachelor/Bachelorette series. The timing was also perfect since it was sent right as the current season of The Bachelorette was at its peak. And, there was a contest (a trip for two to the Bahamas, where there are plenty of sharks, trust me!) tied into it as well. Awesome all around!
- #28 Here’s another Moody-ism from Hank which gets to my next point: your email should strive to make EMOTIONAL connections! The path to response is paved with emotions, and Hank knew it.
- #29 Read quote. The point is to connect with your audiences not just on a practical, factual level, but on a level that moves hearts and minds. Speaking of emotions, let’s take a look at the tender, emotional side of Hank as he makes a deeper connection with his daughter Becca. This might be my all-time favorite scene from the show:
- #30 Hank with Becca Season 2 Episode 11 “Le Petite Mort”
- #31 If your subscribers can’t connect with you, they are indifferent, and if they are indifferent, you’ve lost them. They won’t respond. Remember, emotions can be positive OR negative (both work), but you have GOT to make some sort of connection!
- #32 There are two ways to connect: Emotionally or Intellectually. Most email I’ve seen is NOT trying to connect emotionally – it is instead making only an intellectual (factual, practical) connection. But here’s the reality: Our brains are equipped with reasoning and emotional centers, and both factor into decision making. But know this: Emotion TRUMPS intellect! It kicks in first because we’re wired to feel and express feelings from birth for survival.
- #33 To break this down further, how you form an emotional connection via email is first to portray the transformational outcome your audience will experience by ACTING on your offer, using BOTH words and images to bring them into a feeling state. Then, you invite them to act, and be edgy or evocative enough to make a lasting impression for recall. Like in these examples.
- #34 Here’s an example of going negative, but look how the follow-up email turns back to positive
- #35 Charity Water raises money to bring clean water and sanitation systems to underdeveloped parts of the world. They are masterful at using real-life stories to make their donors feel like they’re right there where the projects take place.
- #36 Let’s look at B2B – yes you can be human and emotional here too! Microsoft follows up a support call with a thank-you reward, recognizing customers and making sure they know they’re appreciated
- #37 And finally, this campaign from Tiffany transports us right to the moment of a proposal. I feel desired, how about you? Wow! And look at the great branding with the use of their signature color.
- #38 As masterful with words as Hank is, and as much as he wears his heart on his sleeve, he knows he has to walk his talk, that actions win the day. We know that bottom line in email marketing – of getting our subscribers to take action – as ENGAGEMENT.
- #39 Read slide
- #40 The final Californication clip you’re about to see is from the series finale, so if you don't like spoilers look away and cover your ears
- #41 Series Finale Season 7 episode 12 “Grace” on YouTube at https://youtu.be/QIVUl-b2Stk
- #42 In an attention economy, engagement is the modern currency of email. It’s the million-dollar buzzword right now. Engagement not only translates into response and revenue, but lack of it can affect your deliverability and visibility in the inbox. If you’re not getting opens, or are getting complaints and moved to junk folder, ISPs track that and might not deliver your email. I’ve seen it with clients doing everything else right and don’t want to see it happen to you!
- #43 What does all engaging email have in common? It is: Extremely audience-focused Often leverages interaction in complementary channels, specifically social media Lower-commitment and faster response than content or promotional email Experience-centric
- #44 Marriott Rewards program email to members for 50th super bowl contest to send 50 people to super bowl 50. Read subject line and pre-header text This one has it all! Authenticity, Witty copy, emotion, power of story, video, contest engagement, audience participation, customization and more. Seriously, it’s tough to top Video plays right in email (I just recorded it playing from my inbox)
- #45 Another sure-fire way to get engagement is invite participation, as NatGeo does with their annual travel photo contest, famous in the photography world. But don’t just promote entry or attendance, remember to follow-up, announce winners, and convey results.
- #46 Hank Moody had a way of making all his women feel special and adored, even if they knew their fling with Hank wouldn’t be a long term thing, they felt like they were in the starring role at the time. It doesn’t get much bigger than Lady Gaga, especially considering the release of her latest movie.
- #47 For me, this is the ultimate. This is where all email is going. It’ll look like 1:1 but be dynamically personalized at the individual level. Mass customization at scale. Let’s take a look – and tell me if you don’t feel an emotional impact from this too!
- #48 Delta Year in Review Email Landing Page for Karen Talavera https://2017deltamedallionlife.idomoo.com/lp/index.html?url=https://v.idomoo.com/2439/25554/1ee8daa61af94f47b65a0bd113f52b66f6dcac2936b947bab4ab537a1f63f57c.mp4&mkcpgn=em_mktg_SMST_CL_180129_AA008497_A01A_P0_BTN
- #49 So to sum it up – here our four lessons from Hank Moody you can take into your email marketing!