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HELLO, IT’S ME…THE ADELE GUIDE TO DOING EMAIL
AND, I’M SO HOT RIGHT NOWHELLO, IT’S ME…ADELE
ADELE = SO HOT RIGHT NOW
SHE IS EVERYWHERE
EMAIL IS TOORUMOR HAS IT,
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
AND, INCREASES REVENUE OVER TIME
Source: Salesforce Marketing Cloud
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
AND CONSUMERS DIG ME TOOHELLO, IT’S ME…EMAIL
4.1 billion email accounts across the globe
Source: Radicati Group, 2015
CONSUMERS DIG EMAIL TOO
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
Source: MarketingSherpa
MILLENNIALS DIG EMAIL TOOWHEN WE WERE YOUNG…
YEAH, EMAIL & MILLENNIALS SITTING IN A TREE
Source: Litmus, 8 Trends That Will Define the Future of Email Marketing
IN WEIRD WAYS ̄ \_( )_/ ̄CRAZY FOR YOU…BUT,
WE READ EMAIL EVERYWHERE
Source: Adobe, 2015
AND, I MEAN EVERYWHERE
Source: Adobe, 2015
MOBILE FIRST
Source: Litmus, 2016
MOBILE FIRST
Source: Litmus, 2016
AS FAR AS THE MEDIA IS CONCERNEDWATER UNDER THE BRIDGE
JUST TWO YEARS AGO…THAT WAS A MILLION YEARS AGO
BUT, NOW…
WE SUCK AT EMAILRUMOR HAS IT,
78% of email is spam
Source: The Economics of Spam
94 billion spam messages per day
Source: The Economics of Spam
$20 billion cost to the global economy
Source: The Economics of Spam
Email is the office memo turned cancerous,
extended to home and everyday life.
“
Don Norman, interaction design expert
ARE WE REALLY TRYING THAT HARD?
YOU JUST USED HALF THE SCREEN
UMMM, SUBJECT LINE & WHERE DO I CLICK?
SHARING TESTING IS CARING
WHAT THE WHAT?
NOTHINGNESS
SUBJECT LINE #FAIL
URL CRAZINESS
CAN YOU READ THIS?
YEAH, NEITHER CAN I
I MEAN, COME ON!!!!
WE DON’T WANT TO TALK TO YOU, BUT WE REALLY DO
OK, SO WE SUCK.
#adeleguidetoemailMAKE US FEEL THE EMAIL LOVE AGAIN
HELLO, IT’S ME…#ADELEGUIDETOEMAIL
ALWAYS SAY HELLO
4x higher open
rate
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
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
GET PERSONAL#ADELEGUIDETOEMAIL
IF ADELE CAN GET PERSONAL, YOU CAN TOO
SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE
PERSONALIZATION INCREASES OPEN RATES BY 26%
HAVE DATA, WILL USE IT
TRIGGERS BASED ON DATA / THE WELCOME
TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT
TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT
TRIGGERS BASED ON DATA / PURCHASE INTENT
TRIGGERS BASED ON DATA / PURCHASE HISTORY
TRIGGERS BASED ON DATA / WEATHER
TRIGGERS BASED ON DATA / DYNAMIC
TRIGGERS BASED ON DATA / ONBOARDING AKA MAKE ME LOVE YOU
TRIGGERS BASED ON DATA / TRANSACTIONAL
TRANSACTIONAL EMAILS MATTER
ALWAYS GIVE ME MORE
ALWAYS GIVE ME MORE
ALWAYS GIVE ME MORE
ALWAYS GIVE ME MORE, INCLUDING MINI HORSES
OH, YOU FANCY, HUH?#ADELEGUIDETOEMAIL
ADELE LIKES NICE THINGS, YOUR EMAILS SHOULD TOO
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
LEVERAGE DYNAMIC CONTENT
REAL-TIME / CONVERSATIONAL DATA
DUDE, GIFS FTW
“MAILABLE MICROSITES” VIA @CHADSWHITE
BE UBIQUITOUS#ADELEGUIDETOEMAIL
“THE THUMB IS KING”
SINGLE COLUMN “SKINNY” LAYOUTS.
SINGLE COLUMN “SKINNY” LAYOUTS.
FONTS & BUTTONS, OH MY!
>
FONTS
Headlines 30px+
Body copy 16px+
Minimum 13px
Because Apple Yo
BUTTONS
Buttons 44 x 44 points
GET TO THE POINT
LET IMAGES DO THE TALKING
FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE
X
PREHEADERS FOR EVERYONE
TIM JUST MADE TEXT RELEVANT
NEED INSPIRATION?
TOOLS FOR PORTABILITY
LITMUS DEMO
BE REAL#ADELEGUIDETOEMAIL
BE REAL
STUFF HAPPENS: ACKNOWLEDGE & MOVE ON
JUST SAY SORRY
JUST SAY SORRY
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
IF YOU MISS ME, SAY HELLO IT’S ME 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
IF ALL ELSE FAILS, JUST COPY ADELE.#ADELEGUIDETOEMAIL
IF ALL ELSE FAILS, JUST COPY ADELE
LET’S RECAP#ADELEGUIDETOEMAIL
HELLO, IT’S ME…
HELLO, IT’S ME…
GET PERSONAL
HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
OH, YOU FANCY, HUH?
HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
BE REAL
OH, YOU FANCY, HUH?
HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
BE REAL
IF ALL ELSE FAILS, JUST COPY EVERYONE ELSE
OH, YOU FANCY, HUH?
BUT, WHY DO EMAIL LIKE ADELE?Four reasons…
ENGAGEMENT MATTERS#1
We do not use clicks as a measure of engagement.
We track replies, moves, mark not as junk, delete without open.
Email Experience Counsel, 2015
“
Engagement is measured at the subscriber-level and based on metrics we aren’t tracking.
THE FUTURE MATTERS#2
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.#3
The Inbox is the one digital place everyone understands.
BECAUSE YOU WANT YOUR EMAILS TO BE JUST AS AWESOME AS…
#4
ADELE.
www.barberandhewitt.com [email protected] Los Angeles, CA
THANKS. QUESTIONS / COMMENTS.
April 13, 2016 v1
SOURCES• Smart Insights - http://www.smartinsights.com/wp-content/uploads/
2013/06/emailInfographic-EvolutionofEmail.jpg
• Symantec - http://www.symantec.com/about/news/release/article.jsp?prid=20110125_01
• LinkedIn - https://www.linkedin.com/today/post/article/20131212125736-1816165-the-new-four-ps-everything-you-need-to-know-about-your-customers?trk=mp-reader-card
• MailChimp - http://blog.mailchimp.com/how-gmail-tabs-affect-your-email-marketing-an-update/
• Huffington Post - http://www.huffingtonpost.com/2012/08/08/cost-of-spam_n_1757726.html
• Email Marketing Rules - http://www.emailmarketingrules.com/jcpenneys-mobile-aware-email-makeover/
• Teach to Fish Digital - http://teachtofishdigital.com/email-mobile-social/
• Mashable - http://mashable.com/2012/09/20/evolution-email/
• Mashable - http://mashable.com/2011/01/26/e-mail-facts/
• Candicreate - https://twitter.com/candicreate/status/446841800439787521
• Think with Google - http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
• Smart Insights / Gartner - http://www.smartinsights.com/wp-content/uploads/2013/10/digital-marketing-hype-cycle.png
• MailChimp - http://blog.mailchimp.com/a-purchased-list-is-a-dead-list/
• Really Good Emails - www.reallygoodemails.com
• Denver Post - http://www.denverpost.com/Business/ci_27174618/Taming-the-deluge-of-holiday-sales-emails-is-part-art-science
• ExactTarget - https://secure.sfdcstatic.com/assets/pdf/datasheets/mc_2015stateofmarketing.pdf
• VentureBeat - http://venturebeat.com/2015/03/05/why-email-marketing-is-still-in-style-and-thriving/
• Adobe - https://blogs.adobe.com/conversations/2015/08/email.html
• Campaign Monitor - ://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/