MAKE EMAIL GREAT AGAIN - MarketingProfs · 2017-10-04 · MAKE EMAIL GREAT AGAIN ... Group, 2015....

transcript

MAKE EMAIL GREAT AGAIN WITH AN ACTUAL PLAN ON HOW TO DO THAT

Michael Barber barber&hewitt @michaeljbarber

I’m a big fan of why…

4.1 billion email accounts across the globe and growing

Source: Radicati Group, 2015

EMAIL DELIVERS THE HIGHEST ROI FOR MARKETERS

Source: VentureBeat

REGARDLESS OF INDUSTRY

Source: GetResponse, 2016

OR SURVEY

Source: Econsultancy, 2016

ASSISTS OTHER CHANNEL INTERACTIONS

Source: Salesforce Marketing Cloud

BUDGETS ARE OPENING UP

Source: GetResponse, January 2016

RESOURCES ARE SHIFTING ACCORDINGLY

Source: EmailOnAcid.com

BUDGETS ARE FOLLOWING FUTURE NEEDS

Source: EmailOnAcid.com

ARE WE SHIFTING ENOUGH BUDGET? MAYBE NOT.

Source: Econsultancy, 2016

AND, MARKETERS BELIEVE THIS WILL CONTINUE

Source: Litmus, 8 Trends That Will Define the Future of Email Marketing

CONSUMERS DIG EMAIL TOO

Source: Litmus, 8 Trends That Will Define the Future of Email Marketing

EMAIL PREFERENCE COMPARED TO OTHER CHANNELS (US)

Source: Adobe Email Survey 2017 US

MOBILE FIRST

Source: Litmus, 2016

MOBILE FIRST

Source: Litmus, Everything You Need to Know About Gmail Rendering Webinar

95% of email clients support responsive design

Source: Litmus, https://litmus.com/blog/email-attention-spans-increasing-infographic

10.4SECONDSSECONDS

11.1SECONDSSECONDS

AVERAGE TIME SPENT READING EMAIL INCREASED 7% OVER THE PAST SIX YEARS

ENGAGEMENT IS INCREASING

MOBILE USERS SPEND MORE TIME, NOT LESS

WE READ EMAIL EVERYWHERE, AND I MEAN EVERYWHERE

Source: Adobe Email Survey 2017 US

JUST TWO YEARS AGO…THAT WAS A MILLION YEARS AGO

BUT, NOW AN EMAIL RENAISSANCE?

Email is still the number one most effective one-to-one

communication channel for marketers, even though

there is more noise in all of our inboxes, and despite

growth in mobile apps, social media, and text. Power

rests in being close to the data to help determine the

right email message and when to deliver it.

BUT, WE GOT PROBLEMSWith all due respect, we (largely) suck at life email.

UMMM, SUBJECT LINE & WHERE DO I CLICK?

YOU JUST USED HALF THE SCREEN

TOTAL HIERARCHY MESS

SHARING TESTING IS CARING

EMAILS EVERYWHERE, WE DON’T CARE!

JUST STOP SENDING ME EMAIL

OUT OF THE BLUE. WTF.

NOTHINGNESS

SUBJECT LINE #FAIL

I COULDN’T MAKE THIS UP EVEN IF I WANTED TO…

URL CRAZINESS

PRETENDING

#IVEEMAILEDYOU5TIMES #IDONTCARE #GOAWAY

WHAT THE WHAT?

COLUMNS & PINCH+ZOOM =

CAN YOU READ THIS?

YEAH, NEITHER CAN I

I MEAN, COME ON!!!!

WE DON’T WANT TO TALK TO YOU, BUT WE REALLY DO

YOU REALLY WANT TO UNSUBSCRIBE, REALLY, REALLY

OH YEAH

INSERT FOOT INTO MOUTH

ARE WE REALLY TRYING THAT HARD?

Email is the office memo

turned cancerous,

extended to home and everyday life.

Don Norman, interaction design expert

MEANWHILEThe tech & laws around email continues to evolve.

SPAM FOLDERS

MARK AS SPAM & INSTANT UNSUBSCRIBE

LAYERED SPF & REPUTATION DATA

Sender ID

Framework

Inbound

Mail Server

Authentication

SPF Record

Lookup

Quarantine

Block/Delete

Reputation

1 2 3 4

Sender

Internet

Sender ID

Framework

Inbound

Mail Server

Authentication

SPF Record

Lookup

Quarantine

Block/Delete

Reputation

1 2 3 4

Sender

Internet

Inbound

Mail Server

AuAuthentication

1 2 33333333333 4

Sender

Internet

MOVED PROMO EMAILS OUT OF THE INBOX

REDEFINE THE INBOX

APPS CONTINUE TO EVOLVE

DEVICES, TOO.,

WINDOWS 10 UNIVERSAL OUTLOOK

Universal Outlook

• Ughhhh, still issues.

• Images scaled incorrectly

• No CSS3 support

• No HTML5 support

• No support for divs

• No media query support

• Use mobile-friendly layouts

• Use table-based emails

NATIVE MOBILE APPS EVOLVE

GOVERNMENT GETS SMART

Marketers are slowly losing

our real estate in the Inbox.

How do we make email great again?

AUTHENTICATIONProve who you are.

Sender ID

Framework

Inbound

Mail Server

Authentication

SPF Record

Lookup

Quarantine

Block/Delete

Reputation

1 2 3 4

Sender

Internet

Sender

Internet

AUTHENTICATION MATTERS

SENDERID

SENDER

POLICY

FRAMEWORK

SPF, or Sender Policy Framework, works as the sort of gold standard

of email authentication. They provide the email service provider with a

framework of data for every email you send.

When your email gets to the email service provider, the ESP checks

your info against the info in the email. This info might include the DNS,

what types of fields your emails use when you send, and other data.

If this data does not match up and your email is sent from an

unknown or different origin that doesn't match the info you provided,

the ESP blocks the email from making it to the inbox, removing the

chance of spam complaints.

DOMAIN KEYS IDENTIFIED MAIL

DKIM, also known as Domain Keys Identified Mail, is the ESP's

way of checking the DNS records you provide with the ones

that come with the email. If the DNS records fail to match,

the ESP will block that email and you won't have to suffer

from spam complaints.

SENDERID Sender ID is almost identical to SPF, with a few key differences.

Ultimately, they're both out to do the same thing: authenticate every

email you send by matching data records the ESP holds against the

ones that accompany the email or newsletter waiting to make it to the

inbox.

DMARCA DMARC policy allows a sender to indicate that their messages are

protected by SPF and/or DKIM, and tells a receiver what to do if

neither of those authentication methods passes – such as junk or

reject the message.

THIS ISN’T HARD

POSTMASTER TOOLS

MICROSOFT SMART NETWORK DATA SERVICE (SNDS)

BLACKLIST LOOKUP

AUTHENTICATION REWARDS

DESIGNUbiquity matters.

FROM NAMES MATTER, LIKE A LOT

From Name

SINGLE COLUMN “SKINNY” LAYOUTS.

FONTS & BUTTONS, OH MY!

Headlines

30px+ Body copy

Minimum

Because Apple Yo

BUTTONS

Buttons

44 x 44 points

FONTS & BUTTONS, OH MY!

CONTEXTUAL BUTTONS

GET TO THE POINT

LET IMAGES DO THE TALKING

FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE

TIM JUST MADE TEXT RELEVANT

NEED INSPIRATION?

TOOLS FOR DESIGN & DELIVERABILITY

LITMUS

SUBJECT LINESThey matter, a lot.

SIZE DOESN’T MATTER

Subject line length accounts for

just 0.1% of email open rate

variance

Source: Phrasee, https://phrasee.co/the-final-word-on-email-subject-line-length/

USE SUBJECT LINES THAT WORK

SUPERLATIVES MATTER, A LOT.• Some phrases affect response rates very positively. Take, for example, “Brand

new,” “Latest,” and “Exciting,” which give open rate lifts of 37%, 24% and 19%,

respectively.

• “The perfect gift,” which imperfectly depresses open rates by -28%. Or the

most mediocre of adequate adjectives, “good,” which reduces open rates by a

not-so-good -20%.

• Consider which superlative phrases add value to your subject lines. Some may

be “special” (+12%,) but nothing is “wonderful” (-2%) all the time.

SELL WITHOUT BEING SPAMMY• For a long time, people said that you shouldn’t charge admission to your

emails. “Don’t talk about sales in subject lines… because spam filters will be

mean to you,” they’d say. They are wrong.

• “Buy one get one free” deal? This stalwart of sales gets a shocking +89% on

open rates.

• When people get emails about sales, they are much more likely to click

through. Take, for example, “prices” (+246% CTR), “worth” (+134%), and

“deal” (+91%.)

• Bring balance or customers will either get bored or expect sales all the time.

QUESTIONS MAKE A DIFFERENCE• Questions that start with “can’t” (+25%) or “won’t” (+20%) often do better than

“will” (-27%) or “who” (-41%.)

• When used in context they can work well. Context is key.

SUBJECT LINES - ACTION

SUBJECT LINES - SALES

SUBJECT LINES - PUNCTUATION

EMOJIS

Source: Adobe, 2016

EMOJIS

Source: MailChimp

EMOJIS

INTERACTIVITYLet’s have some fun in the Inbox.

I see interactive as a huge shift in email

development. Early analytics have shown far

greater engagement from users who receive

interactive messages.

Mark Robbins, Email Developer, Rebelmail

REAL-TIME / CONVERSATIONAL DATA

INTERACTIVE CONTENT

DUDE, GIFS FTW

DUDE, GIFS WORK FOR B2B TOO

DUDE, GIFS FTW

“MAILABLE MICROSITES” VIA @CHADSWHITE

PREHEADERS FOR EVERYONE

AUTOMATION AND TRIGGERSIt’s time-consuming, but makes all the difference.

SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE

PERSONALIZATION INCREASES OPEN RATES BY 26%

GATHERING DATA ISN’T HARD

HAVE DATA, WILL USE IT

LEVERAGE DYNAMIC CONTENT

TRIGGERS BASED ON DATA / THE WELCOME

TRIGGERS BASED ON DATA / ONBOARDING

TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT

TRIGGERS BASED ON DATA / PURCHASE INTENT

TRIGGERS BASED ON DATA / PURCHASE HISTORY

TRIGGERS BASED ON DATA / PRE / POST EVENT

TRIGGERS BASED ON DATA / WEATHER

TRIGGERS BASED ON DATA / VALUE

TRIGGERS BASED ON DATA / CUSTOMER DATA

TRIGGERS BASED ON DATA / TRANSACTIONAL

TRANSACTIONAL EMAILS MATTER

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MOREAAAAAAAAAAAAAAALLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGIIIIIIIIVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE MMMMMMMMMMEEEEEEEE MMMMMMMMOOOOOOOOORRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRREE

ALWAYS GIVE ME MORE, INCLUDING MINI HORSES

ALWAYS SAY HELLOBecause it’s the most important campaign you’ll send.

4x higher open

Source: Emma, 2015

5x higher click

through rate

THE STATS SPEAK FOR THEMSELVES

33% increase in

long-term

engagement

Source: Emma, 2015

THIS ISN’T ROCKET SCIENCE, BUT…

57.7% of companies send a

welcome email to subscribers

Source: Experian, 2015

Real-time welcome emails see

10x more than the transaction rates and revenue

per email over batched welcome mailings

TRIGGERS BASED ON DATA / THE WELCOME

SAY HELLO

HELP ME GET STARTED

TELL ME THE NEXT STEP

SHOW ME HOW TO DO BUSINESS WITH YOU

OFFERS CAN BE GOOD, BUT BE CAREFUL

TOOLS FOR PERSONALIZATION (AND AUTOMATION)

A WORD FROM OUR SPONSORS

BE HUMANLet’s get real. It’s email after all.

SPEAK LIKE A HUMAN BEING (SAY THAT SLOWLY FOR DRAMATIC EFFECT)

ASK AND YOU SHALL RECEIVE

TELL YOU WHEN I WANT IT

GIVE ME REASONS TO SAY HELLO

LET’S GET ENGAGED AGAIN

LET’S GET ENGAGED AGAIN, BUT DON’T EVER STOP EMAILING THEM.

IF I WANT OUT, MAKE IT EASY

GIVE ME REASONS TO STAY

DIE PURCHASE LISTS, JUST DIE

LET’S RECAPHow do we make email great again?

AUTHENTICATION PROVE WHO YOU ARE.

DESIGN BE UBIQUITOUS.

SUBJECT LINES GET BETTER OR BE BORING.

INTERACTIVITY LET’S GET JAZZY.

AUTOMATION & TRIGGERS PERSONALIZATION MATTERS.

ALWAYS SAY HELLO IT’S POLITE AND WORKS.

BE HUMAN TALK NORMALLY.

BUT, WHY MAKE EMAIL GREAT AGAIN?Three reasons…

ENGAGEMENT MATTERS

We do not use clicks as a measure of engagement.

User engagement will not affect your overall reputation.

If you remove people who do not open or click,

you are leaving money on the table.

Microsoft, Gmail, and Comcast stated

that they do not convert old accounts to spam traps.

Email Experience Counsel, 2015

WHAT ISPs TRACK?• Opens —less relevant metric because images downloaded by default in certain email clients, but

ISPs still track it.

• Replies — replying to a message is a super-strong signal of engagement. So, why are we all using

no-reply@? Baffling, I tell you.

• Moves — to junk = strong, negative signal. If your AOL subscribers do this two times, you’re in the

spam folder for pretty much life.

• Mark Not As Junk — strong, positive signal that the email should not be considered spam. AOL

says this is enough of a signal to “reset” the previous behavior.

• Delete without open — a quick glance at the sender/subject: a somewhat negative signal. So,

your from name and subject lines matter.

• Move to folder — if people are moving messages around, it means they care about them. This is

strong positive signal.

Engagement is measured at the subscriber-level and

based on metrics we aren’t tracking.

THE FUTURE MATTERS

“MAILABLE MICROSITES” VIA @CHADSWHITE

GOOGLE’S PONY EXPRESS

THE INBOX IS THE CART

We won’t be able to take advantage of

email’s future if we’ve screwed up its past.

FAMILIARITY RULES.

The Inbox is the digital place we

understand and know how to control.

www.barberandhewitt.com

hello@barberandhewitt.com

Los Angeles, CA

THANKS. QUESTIONS / COMMENTS. barberandhewitt.com/mpb2b

APRIL 2017

THANKS. QUESTIONS / COMMENTS. @michaeljbarber michael@barberandhewitt.com +1-520-591-1658

MAKE EMAIL GREAT AGAIN - MarketingProfs · 2017-10-04 · MAKE EMAIL GREAT AGAIN ... Group, 2015....

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