CUSTOMERS TRUMP ANALYTICSWHY EMAIL MARKETING IS ABOUT PEOPLE NOT METRICS
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But, first…
Close your eyes and imagine…
On balance, [email is] maybe 10% pleasure and 90% fear of missing out.
“
Larry Rosen, Psychologist
78% of email is spam
94 billion spam messages per day
$20 billion cost to the global economy
MEANWHILEPeople love email, a lot, like, a lot, a lot.
4.1 billion email accounts across the globe
Source: Radicati Group, 2015
MOBILE FIRST
Source: Litmus, 2016
WE READ EMAIL EVERYWHERE
Source: Adobe, 2015
AND, I MEAN EVERYWHERE
Source: Adobe, 2015
PEOPLE PREFER IT
Source: MarketingSherpa
EMAIL IS AWESOME, AGAIN
EMAIL IS HUGE FOR US. {Said like Trump. Emphasis on the “huge.”}
EMAIL DELIVERS THE HIGHEST ROI FOR MARKETERS
Source: VentureBeat
REGARDLESS OF INDUSTRY
Source: GetResponse, 2016
EMAIL BEATS SOCIAL BY 40X FOR CUSTOMER ACQUISITION
Source: VentureBeat
PROVIDES HALO EFFECTS ON PURCHASE
ASSISTS OTHER CHANNEL INTERACTIONS
Source: Salesforce Marketing Cloud
AND, INCREASES REVENUE OVER TIME
Source: Salesforce Marketing Cloud
EVERYONE WANTS US OUT OF THE INBOXNo surprise.
SPAM FOLDERS
MARK AS SPAM & INSTANT UNSUBSCRIBE
LAYERED AUTHENTICATION & REPUTATION DATA
Sender ID Framework
(SPF)
Inbound Mail Server
Authentication Pass Fail
DNSSPF Record
Lookup
Inbox
Junk
?
Quarantine
Block/Delete
Reputation Data
1 2 3 4
Sender
Internet
LAYERED AUTHENTICATION & REPUTATION DATA
Sender ID Framework
(SPF)
Inbound Mail Server
Authentication Pass Fail
DNSSPF Record
Lookup
Inbox
Junk
?
Quarantine
Block/Delete
Reputation Data
1 2 3 4
Sender
Internet
MOVED PROMO EMAILS OUT OF THE INBOX
REDEFINE THE INBOX
“EMAIL IS DEAD” AND/OR “HATED”
GOVERNMENT GETS SMART
CASL GONNA GET EM
Marketers are slowly losing our real estate in the Inbox.
SHOULD WE BE SURPRISED?Nah, bro, just look at these examples…
UMMM, SUBJECT LINE & WHERE DO I CLICK?
TOTAL HIERARCHY MESS
SHARING TESTING IS CARING
NOTHINGNESS
SUBJECT LINE #FAIL
URL CRAZINESS
CAN YOU READ THIS?
WE DON’T WANT TO TALK TO YOU
THE REST JUST SUCKS BECAUSE…
9 the number of emails I received from one brand on Cyber Monday…WTF?
HOLIDAY EMAIL AVERAGES
July to Sept. Halloween to Dec. 15
Black Friday
Cyber Monday
Daily average
7
911
12
80.8% of holiday email was ignored
SO, WE SUCK.Now what?
Let’s go back to the P’s.
Product, price, place, and promotion. Let’s try some new ones.
PORTABLE“The thumb is in charge.” Email must be able to go where people go. If it can’t follow people through his or her day, it's no longer relevant.
SINGLE COLUMN “SKINNY” LAYOUTS.
FONTS & BUTTONS, OH MY!
>
GET TO THE POINT
LET IMAGES DO THE TALKING
FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE
X
DUDE, GIFS FTW
PREHEADERS FOR EVERYONE
TIM JUST MADE TEXT RELEVANT
NEED INSPIRATION?
TOOLS FOR PORTABILITY
WHERE DO WE EVEN START?
ALL HOPE IS NOT LOST
PERSONALThe promise of digital was always and will always be its potential for personalization. Your email must cater to the individual needs and desires of every user—and the experience must be unique to each individual.
SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE
PRESCRIPTIVE Brands are no longer in control of their email conversations with people. Let people take control or risk destruction of a valuable channel.
ASK AND YOU SHALL RECEIVE
ASK AND YOU SHALL RECEIVE
CONFIRM OUR RELATIONSHIP
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 RECAPThree P’s, Not the Old Four
PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.
PERSONAL BE RELEVANT OR BE DELETED.
PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.
PRESCRIPTIVE PUT PEOPLE IN CONTROL.
PERSONAL BE RELEVANT OR BE DELETED.
PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.
BUT, WHY CARE?Three 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
“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.#3
The Inbox is the one digital place everyone understands.