Date post: | 16-Apr-2017 |
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When was the last time email made you feel like this?
The more “normal” reaction.
Four Ways to Make Humans Love Your Email Marketing !
Digital Summit Denver Michael Barber, VP Strategy @ COHN
June 2014
#DSD14 / @MICHAELJBARBER 4
Hello.
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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
“Study the past if you want to define the future.” –Confucius
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Email history.The 70s. The beginnings.
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Email history.
Gary’s email ROI
$13 million
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Email history.The 90s. Era of spray & pray.
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Email history.The 2000s. Anti-spam and the rise of the DB.
2007
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Email history.The 2000s. Segmentation and targeting.
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Email history.Today…
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Email marketing is not dead.
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The human’s perspective.You essentially can’t sign up for anything online without an email address.
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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.
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Even my 78-year old Grandma has one.
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The marketer’s perspective.
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The shopper’s perspective.
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The market’s perspective.
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Houston, we have a big problem.
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Houston, we have a big problem.
94 billion spam messages per day
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Houston, we have a big problem.
78% of email is spam
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Houston, we have a big problem.
$20 billion cost to the global economy
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What would solve immediately this problem?
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Here’s a great idea.
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Unfortunately (yes, unfortunately), that won’t happen. And, because we all got lazy the ESPs got smart.
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Authentication.
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Spam folders.
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Mark as spam & instant unsubscribe.
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Layer reputation data.
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Moving promotional emails out of the Inbox.
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The effects.
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The effects.
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The effects.
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The effects.
So, how do we (marketers) get better?
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We focus on the customer’s point of view and look to the 4P’s.
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And, no, I’m not talking about product, price, place, and promotion.
Let’s use McKinsey’s.
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PervasiveP
P Personalized
P Prescriptive
P Participatory
The McKinsey 4P’s.
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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.
Let me read email where I am.Pervasive.
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Pervasive.We are reading emails on all devices.
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Pervasive.And, all the time.
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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”.
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Pervasive.Mobile design options.
Responsive = AWESOME1 2 Mobile-aware = WORKS TOO
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Pervasive.Tools to consider.
ParticipatoryI have a voice. Let me use & see
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Participatory.Social + email = match made in digital heaven.
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Participatory.Put social content into emails.
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Participatory.Drive cross-channel opt-ins.
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Participatory.Drive cross-channel opt-ins.
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Participatory.Figure out what people care about; use that data to craft email content.
Personalized.Make it relevant to me.
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Personalized.Leverage segmentation to personalize to me.
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Personalized.Leverage segmentation to personalize to me.
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Personalized.Develop/enhance triggers based on my behavior.
Sign up / welcome1
3 Website engagement / purchase
4 Post experience
2 Birthday and/or anniversary
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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
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Personalized.Adjust campaign delivery, content & messaging based on me.
Cool for the gents
Cool for the ladies
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Personalized.Always give me more reasons to open your email.
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Personalized.Always give me more reasons to open your email.
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Personalized.Tools.
PrescriptiveI’m in control.
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Prescriptive.Let me tell you what I want.
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Prescriptive.Let me tell you when I want it.
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Prescriptive.Let me tell you when I want it.
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Prescriptive.If I want out, give me an easy opt-out.
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Prescriptive.Give me reasons to stay.
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Prescriptive.If I stop listening, reengage and then stop sending.
So, let’s make email better.
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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.
Why?
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Because imagine if with this?
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Thanks. Questions? !Want these slides? Have questions? @michaeljbarber /
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Sources.• Smart Insights -
EvolutionofEmail.jpg• Symantec - • LinkedIn -
you-need-to-know-about-your-customers?trk=mp-reader-card• MailChimp - • Huffington Post - • Email Marketing Rules - • Teach to Fish Digital - • Mashable - • Mashable - • Candicreate - • Think with Google - • Smart Insights / Gartner -
hype-cycle.png