The document outlines 10 cool ideas for email marketing campaigns, as presented by Stephanie Miller, VP of Member Engagement at DMA. The ideas include: 1) being shocking in subject lines, 2) not believing initial test results and being data-driven, 3) sending welcome series emails, 4) keeping customer data clean by combining online and offline sources, 5) celebrating best customers, 6) avoiding overly serious tones, 7) personalizing content, 8) hyping holiday seasons, 9) investing in employee training, and 10) questioning conventional wisdom. Examples and statistics are provided for many of the ideas.

1. 10/16/2013
10 Cool Ideas to Test or Steal
Stephanie Miller
VP, Member Engagement
DMA
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10 Cool Ideas
1. Be shocking.
2
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2. 10/16/2013
Tourettes Action Fools the Spam Filter
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Let the Copy do the Talking.
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2

3. 10/16/2013
10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven
in all things.
5
61% Click
Increase!
Was it the
“skinny”
mobile
design?
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3

4. 10/16/2013
Take 2!
Clicks were
exactly the
same on
both
versions.
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Beware the Trap of
“Known Truths”
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4

5. 10/16/2013
10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven
in all things.
3. Send a welcome series.
9
Zulily Welcome Series
10
5

6. 10/16/2013
Welcome Messages Work!
Source: DMA Statistical Fact Book 2013
Contact smiller@the‐dma.org for a copy.
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Welcome Message Power!
•
•
•
•
•
Immediate gratification
Whitelisting opportunity
ISP reputation value
Sets expectations with subscribers
List hygiene issues raised
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7. 10/16/2013
10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven
in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and
online data.
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Great Examples of Out‐of‐Inbox
Triggers to Email Marketing….
• Pre and Post hotel stay and airline journey
• Pre and Post webinar or event attendance
• Post whitepaper download, “Thanks for
reading”
• Any in‐store retail or wireless purchase
• Response to display ads, Meaningful sessions
on the website, Visit to partner websites
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7

8. 10/16/2013
Welcome
Back,
Active
Checker‐In!
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DOI Data Is Perfect. Right?!
• 100% Double Opt In
• 1,000 Invalid Confirmation Message a DAY
• Sources with 2‐5% undeliverable
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9. 10/16/2013
10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven
in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and
online data.
5. Celebrate your best customers.
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Make Collection of Email #1
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9

10. 10/16/2013
Content Rules.
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Social & Email Practices
Source: DMA Statistical Fact Book 2013
Contact smiller@the dma org for a copy
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10

11. 10/16/2013
Never
Assume
SWYN
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven
in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and
online data.
5. Celebrate your best customers.
6. Don’t be so serious.
22
11

12. 10/16/2013
Don’t be So Darn Serious.
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in
all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online
data.
5. Celebrate your best customers.
6. Don’t be so serious.
7. Personalize.
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12

13. 10/16/2013
Stop Selling, Already. Be Human.
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Personalize
 Highest Engagement
Rates
 Increase In Repeat
Visits/Purchases
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13

14. 10/16/2013
Personalization – Test It!
Source: DMA Statistical Fact Book 2013
Contact smiller@the dma org for a copy
27
10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in
all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online
data.
5. Celebrate your best customers.
6. Don’t be so serious.
7. Personalize.
8. Hype the Holidays.
28
14

15. 10/16/2013
Hype the Holidays
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Permeate the Season
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16. 10/16/2013
Choice: By the Piece
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all
things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online data.
5. Celebrate your best customers.
6. Don’t be so serious.
7. Personalize.
8. Hype the Holidays.
9. Invest in your people
32
16

17. 10/16/2013
Your Most Significant
Competitive Advantage is your
People.
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10 Cool Ideas
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Be shocking.
Don’t believe your test results. Be data‐driven in all things.
Send a welcome series.
Keep your data clean. Combine offline and online data.
Celebrate your best customers.
Don’t be so serious.
Personalize.
Hype the Holidays.
Invest in your people
Ignore everything you heard in this workshop.
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18. 10/16/2013
Resources/Inspiration
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•
•
•
•
•
DMA Advance Blog
Email Experience Council
Only Influencers (Membership Required)
Why Email Rocks! From Mark Brownlow
Exact Target Swipe Files
Alchemy Worx Blog
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