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Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

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When was the last time email made you feel like this?
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Page 1: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

When was the last time email made you feel like this?

Page 2: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

The more “normal” reaction.

Page 3: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

Four Ways to Make Humans Love Your Email Marketing !

Digital Summit Denver Michael Barber, VP Strategy @ COHN

June 2014

Page 4: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 4

Hello.

Page 5: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

5

5 Disclaimers.All knowledge, no pitch. I promise.1

3 Let’s have a conversation. Interrupt or raise your hand. Ask questions at the end. Don’t worry, I’m super friendly.

4 Everything I’m going to tell can be done by any sized brand and/or agency, large, small, B2B, B2C, whatever.

2 Use the hashtag #DSD14, but please take a good photo #kthanksbye.

5 It’s that time of the day, so LAMAR’S DONUTS!

#DSD14 / @MICHAELJBARBER

Page 6: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

“Study the past if you want to define the future.” –Confucius

Page 7: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

7

Email history.The 70s. The beginnings.

#DSD14 / @MICHAELJBARBER

Page 8: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

8

Email history.

Gary’s email ROI

$13 million

#DSD14 / @MICHAELJBARBER

Page 9: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 9

Email history.The 90s. Era of spray & pray.

Page 10: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 10

Email history.The 2000s. Anti-spam and the rise of the DB.

2007

Page 11: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 11

Email history.The 2000s. Segmentation and targeting.

Page 12: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 12

Email history.Today…

Page 13: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 13

Email marketing is not dead.

Page 14: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 14

The human’s perspective.You essentially can’t sign up for anything online without an email address.

1

2

3

4

Email consumption rates continue to rise, albeit driven by mobile views.

Email, and the data brands have acquired from it, compliments other channels.

People continue to rely heavily on email at work and to engage with brands.

Page 15: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 15

Even my 78-year old Grandma has one.

Page 16: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 16

The marketer’s perspective.

Page 17: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 17

The shopper’s perspective.

Page 18: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 18

The market’s perspective.

Page 19: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 19

Houston, we have a big problem.

Page 20: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 20

Houston, we have a big problem.

94 billion spam messages per day

Page 21: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 21

Houston, we have a big problem.

78% of email is spam

Page 22: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 22

Houston, we have a big problem.

$20 billion cost to the global economy

Page 23: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 23

What would solve immediately this problem?

Page 24: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 24

Here’s a great idea.

Page 25: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 25

Unfortunately (yes, unfortunately), that won’t happen. And, because we all got lazy the ESPs got smart.

Page 26: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 26

Authentication.

Page 27: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 27

Spam folders.

Page 28: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 28

Mark as spam & instant unsubscribe.

Page 29: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 29

Layer reputation data.

Page 30: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 30

Moving promotional emails out of the Inbox.

Page 31: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 31

The effects.

Page 32: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 32

The effects.

Page 33: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 33

The effects.

Page 34: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 34

The effects.

Page 35: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

So, how do we (marketers) get better?

Page 36: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 36

We focus on the customer’s point of view and look to the 4P’s.

Page 37: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 37

And, no, I’m not talking about product, price, place, and promotion.

Page 38: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

Let’s use McKinsey’s.

Page 39: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 39

PervasiveP

P Personalized

P Prescriptive

P Participatory

The McKinsey 4P’s.

Page 40: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 40

P Personalized Make it relevant to me.

P Prescriptive I’m in control.

P Participatory I have a voice. Let me use it.

The McKinsey 4P’s.P Pervasive Let me read email where I am.

Page 41: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

Let me read email where I am.Pervasive.

Page 42: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 42

Pervasive.We are reading emails on all devices.

Page 43: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 43

Pervasive.And, all the time.

Page 44: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 44

Pervasive.Ensure the message is consumable.

Single column “skinny” layouts.1

5 Drop any interactive features. They don’t work well on mobile, for now.

3 Fonts (14+), buttons (44px square), and space that are friendly to our weak eyes, fat fingers, and small screens.

4 Say it as easily and concisely as possible because I’m probably sitting on the toilet, eating lunch/dinner (hopefully not both), or “watching” my kids.

2 Appropriate hierarchies. Give your images some love, but remember text works too.

6 For the love of all things holy, let’s drop “click here”.

Page 45: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 45

Pervasive.Mobile design options.

Responsive = AWESOME1 2 Mobile-aware = WORKS TOO

Page 46: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 46

Pervasive.Tools to consider.

Page 47: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

ParticipatoryI have a voice. Let me use & see

Page 48: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 48

Participatory.Social + email = match made in digital heaven.

Page 49: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 49

Participatory.Put social content into emails.

Page 50: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 50

Participatory.Drive cross-channel opt-ins.

Page 51: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 51

Participatory.Drive cross-channel opt-ins.

Page 52: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 52

Participatory.Figure out what people care about; use that data to craft email content.

Page 53: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

Personalized.Make it relevant to me.

Page 54: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 54

Personalized.Leverage segmentation to personalize to me.

Page 55: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 55

Personalized.Leverage segmentation to personalize to me.

Page 56: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 56

Personalized.Develop/enhance triggers based on my behavior.

Sign up / welcome1

3 Website engagement / purchase

4 Post experience

2 Birthday and/or anniversary

Page 57: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 57

Personalized.Adjust campaign delivery, content & messaging based on me.

Gender based content/creative1

3 Seasonal content/creative

4 Event (i.e. weather) content/creative

2 Location-based content/creative

5 Time of day when I read it

Page 58: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 58

Personalized.Adjust campaign delivery, content & messaging based on me.

Cool for the gents

Cool for the ladies

Page 60: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 60

Personalized.Always give me more reasons to open your email.

Page 61: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 61

Personalized.Tools.

Page 62: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

PrescriptiveI’m in control.

Page 63: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 63

Prescriptive.Let me tell you what I want.

Page 64: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 64

Prescriptive.Let me tell you when I want it.

Page 65: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 65

Prescriptive.Let me tell you when I want it.

Page 66: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 66

Prescriptive.If I want out, give me an easy opt-out.

Page 67: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 67

Prescriptive.Give me reasons to stay.

Page 68: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 68

Prescriptive.If I stop listening, reengage and then stop sending.

Page 69: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

So, let’s make email better.

Page 70: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 70

How?

P Personalized Make it relevant to me.

P Prescriptive I’m in control.

P Participatory I have a voice. Let me use it.

P Pervasive Let me read email where I am.

Page 71: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

Why?

Page 72: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 72

Because imagine if with this?

Page 73: Email Marketing: Trends, Tools, and Tactics for 2014 and Beyond

#DSD14 / @MICHAELJBARBER 73

Thanks. Questions? !Want these slides? Have questions? @michaeljbarber /


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