1 in 2012, the number of businesses emails sent and received per day total 89 billion. this figure...

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• In 2012, the number of In 2012, the number of businesses emails sent and businesses emails sent and received per day total 89 received per day total 89 billion. This figure is billion. This figure is expected to grow expected to grow to to 143 143 billion by year-end 2016billion by year-end 2016

• 35% of business 35% of business professionals check email professionals check email on a mobile deviceon a mobile device

• Emails can be looked up Emails can be looked up and found available in the and found available in the main hosting servers main hosting servers 7 7 years after deletion.years after deletion.source: secret!source: secret!

Critical Mail Techniques Critical Mail Techniques in a Global Market Placein a Global Market Place

• Social Networking Social Networking sites have shown sites have shown explosive growth in explosive growth in the last couple of the last couple of years. years. In 2012, the In 2012, the total number of total number of worldwide social worldwide social networking accounts networking accounts is over 2.7 billionis over 2.7 billion; ; expected to grow to expected to grow to over 4.3 billion by over 4.3 billion by year-end 2016.year-end 2016.

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• Email lists with Email lists with unknown users get only unknown users get only 44% of their email 44% of their email delivered delivered

• 30% of subscribers 30% of subscribers change email addresses change email addresses annuallyannually

• The Mobile Email The Mobile Email market has continued market has continued to expand over the to expand over the last year. In last year. In 2012,worldwide 2012,worldwide mobile email users mobile email users total 730 million. total 730 million. Currently, only 34% of Currently, only 34% of email users access email users access their email via a their email via a mobile device.mobile device.

Critical Mail Techniques Critical Mail Techniques in a Global Market Placein a Global Market Place

• 44% of email 44% of email recipients made at recipients made at least one purchase least one purchase last year based on a last year based on a promotional emailpromotional email

• 78% Of US Email Users 78% Of US Email Users Will Also Access Their Will Also Access Their Emails Via Mobile By Emails Via Mobile By 2017 – 2017 – Forrester Forrester ResearchResearch

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MetacommunicationsMetacommunications

• Metacommunications are even more prevalent Metacommunications are even more prevalent in email than regular snail mail! WHY?in email than regular snail mail! WHY?

• Fast response rateFast response rate• Poorly written sentencesPoorly written sentences• Poor use of grammerPoor use of grammer• Emails should not reflect emotionsEmails should not reflect emotions• We just DON’T THINK when we write We just DON’T THINK when we write

emails!emails!• In its basic form, a In its basic form, a metacommunicationmetacommunication is an act is an act

of communication between two agents that also of communication between two agents that also communicates something about the communication communicates something about the communication itself, or about the relationship between the two itself, or about the relationship between the two agents, or both.agents, or both.• MetacommunicationMetacommunication - something that means - something that means different (often contradictory) things at different different (often contradictory) things at different levels.levels.e.g.: Te.g.: The speech act "Trust Me" often conveys the exact he speech act "Trust Me" often conveys the exact opposite of its literal meaning.opposite of its literal meaning.


• Business failure to communicate is awesome!Business failure to communicate is awesome!2/3 of all customer dissatisfaction is directly 2/3 of all customer dissatisfaction is directly affected by failure to communicateaffected by failure to communicate

• Primary source of quality failure is Primary source of quality failure is miscommunication and misunderstanding miscommunication and misunderstanding between the client and the professionalbetween the client and the professional

• In Singapore, EMAIL CONTRACTS are as good as In Singapore, EMAIL CONTRACTS are as good as the written contracts by law.the written contracts by law.

• Atlanta Journal Newspaper has lost $ 119 Atlanta Journal Newspaper has lost $ 119 million just because of a wrongly written email..million just because of a wrongly written email..

• 81% say that emails with grammatical errors 81% say that emails with grammatical errors create negative feelings when reading..create negative feelings when reading..

MetacommunicationsMetacommunications

FactsFacts


• England 11%England 11%• Spain 4%Spain 4%• Germany 1%Germany 1%

• Reading from screen vs. reading the paperReading from screen vs. reading the paper• Reading from screen diminishes your reading Reading from screen diminishes your reading

quality and attention by 43 % !quality and attention by 43 % !

FactsFacts• They rejected that they received emails although They rejected that they received emails although

they did:they did:

• In English, 90% of words ending with “ly” are In English, 90% of words ending with “ly” are unnecessary and offensive in emails.unnecessary and offensive in emails.

• 67 % never read the end line!67 % never read the end line!....

• I have only 3 pages, may I use the copy I have only 3 pages, may I use the copy machine...40%machine...40%

• Be honest! It works!Be honest! It works!

• May I use the copy machine, I’m in a May I use the copy machine, I’m in a rush..............80%rush..............80%• May I use the copy machine, I gotto make May I use the copy machine, I gotto make copies ..93%copies ..93%

FactsFacts• The total number of worldwide email accounts is The total number of worldwide email accounts is

expected to increase from 3.3expected to increase from 3.3 billion accounts in billion accounts in 2012 to over 4.3 billion accounts by year-end 2012 to over 4.3 billion accounts by year-end 2016. 2016.

This represents an average annual growth rate of This represents an average annual growth rate of 6% over the next four years6% over the next four years

• In 2012, consumer email accounts represent 75% In 2012, consumer email accounts represent 75% of worldwide mailboxes, while corporate (i.e. of worldwide mailboxes, while corporate (i.e. business) email accounts represent 25%business) email accounts represent 25%


• Never leave emptyNever leave empty• Do not put company’s name in the subject lineDo not put company’s name in the subject line• Must point out what to expect in the content of the Must point out what to expect in the content of the

emailemail

How to write better MailsHow to write better Mailsthat our business count onthat our business count on

1. Better subject lines. 1. Better subject lines.

2. Stop selling your features: 2. Stop selling your features: If everyone else offers If everyone else offers the same features, consider beginning your proposal the same features, consider beginning your proposal withwith;;• Our competition will do a great job for you. We’ll do Our competition will do a great job for you. We’ll do

an awesomean awesome oneone!..!..

3. 3. CompelCompelll them with the absolute most important them with the absolute most important benefitbenefit

to them.to them.• What is the absolute most compelling information What is the absolute most compelling information they need?they need?

• Instead of data dumping everything, start with the Instead of data dumping everything, start with the oneone most fabulous benefit you offermost fabulous benefit you offer

• Get them seeing it, feeling it, tasting itGet them seeing it, feeling it, tasting it


• Do not send a routine email written in CAPS, but an Do not send a routine email written in CAPS, but an occasional word in a sales proposal that is made bold, occasional word in a sales proposal that is made bold, or capitalized, or emphasized withor capitalized, or emphasized with color or italics, gets color or italics, gets attention..attention..

4. Be unpredictable 4. Be unpredictable


• Nothing sells faster and better than social proof.Nothing sells faster and better than social proof.• Testimonials are powerful because they speak to the Testimonials are powerful because they speak to the

reader in a manner that we can’t.reader in a manner that we can’t.

5. Use testimonials5. Use testimonials

6. 6. Respond to the issue, not the emotionRespond to the issue, not the emotion• You can honor the person waiting for your response You can honor the person waiting for your response

with a quick response, as long as the response is with a quick response, as long as the response is purposeful andpurposeful and respectful.respectful.


7. 7. Always give reasons when you make a request.Always give reasons when you make a request.• Researchers at Harvard, McGill and other prestigious Researchers at Harvard, McGill and other prestigious

universities around the world have determined that universities around the world have determined that response rate is almost doubled when the reason for response rate is almost doubled when the reason for the request is providedthe request is provided, , along with the request.along with the request. Even if Even if you think the recipient of your email knows why you're you think the recipient of your email knows why you're asking, you'll get a better response if you tell him/her againasking, you'll get a better response if you tell him/her again


8. 8. Don't email jokes. Ever..Don't email jokes. Ever..• Eliminate anything that is Crude & Rude. How do you Eliminate anything that is Crude & Rude. How do you

know if it's C or R?know if it's C or R? If you think it is, it probably isIf you think it is, it probably is• Writers use 10 times more rude remarks in email!Writers use 10 times more rude remarks in email!

9. Email is a business communication9. Email is a business communication • Email isn't as formal as a traditional mail document Email isn't as formal as a traditional mail document

and it isn't as informal as conversation. Email is a and it isn't as informal as conversation. Email is a business communication and should be written with business communication and should be written with that in mindthat in mind



10. 10. Spell check and then read itSpell check and then read it before sending. before sending. Spell check is NOT ENOUGH!Spell check is NOT ENOUGH!

• Eliminate anything that is Crude & Rude. How do you Eliminate anything that is Crude & Rude. How do you know if it's C or R?know if it's C or R? If you think it is, it probably isIf you think it is, it probably is

11. Be concise & precise11. Be concise & precise. . • Express much in few words. Use short wordsExpress much in few words. Use short words• Say things clearly, must value their timeSay things clearly, must value their time• Don’t just dump information, make it clearDon’t just dump information, make it clear• Talk to the readerTalk to the reader

12. Resist the urge to tell everyone, everything .12. Resist the urge to tell everyone, everything .

13. Do not put your logo everywhere, try not put 13. Do not put your logo everywhere, try not put anyany


14. 14. I wanna talk about me.I wanna talk about me. Remember that annoying but true Toby Keith song Remember that annoying but true Toby Keith song

from afrom acouple years agocouple years ago

http://www.youtube.com/watch?v=tH9Y5Wnn4hM http://www.youtube.com/watch?v=tH9Y5Wnn4hM

MMake sure your subject line talks about ake sure your subject line talks about what what matters tomatters to

themthem. . That means keep your product name out of theThat means keep your product name out of thesubject line unless it will specifically help your subject line unless it will specifically help your

buyer.buyer.

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15.15. Be careful with picturesBe careful with pictures

16.16. Don’t sell, tell!Don’t sell, tell!No one likes to be sold to and everyone likes to buy the No one likes to be sold to and everyone likes to buy the

best product (best doesn’t mean most expensive; it best product (best doesn’t mean most expensive; it means best for their needs). means best for their needs). If you sIf you start selling in your tart selling in your subject line and you can feel confident that your email subject line and you can feel confident that your email will not be reawill not be read.d.

17. Sweat the details17. Sweat the details


• Spell check....Reread Reread Reread!Spell check....Reread Reread Reread!

Aoccdrnig to rscheearch at Cmabrigde Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht ordr Uinervtisy, it deosn’t mttaer in waht ordr the ltteers in a word are, the olny the ltteers in a word are, the olny iprmaatnt tihng is taht the frist and the iprmaatnt tihng is taht the frist and the last ltteer be in the rghit pclae.last ltteer be in the rghit pclae.



18. Avoid “ooops” emails18. Avoid “ooops” emails• Don’t forget the attachments. Make the attachment Don’t forget the attachments. Make the attachment

first!first!19. Consider separate emails for separate subjects19. Consider separate emails for separate subjects

• Never give good news and bad news in the same Never give good news and bad news in the same emailemail

20. Don’t use CAPS, it is considered OFFENSIVE20. Don’t use CAPS, it is considered OFFENSIVE

21. Avoid “Reply All”s21. Avoid “Reply All”s

22. NEVER EVER send jokes in your work emails...22. NEVER EVER send jokes in your work emails...

23. NEVER EVER use Smiley faces in your work 23. NEVER EVER use Smiley faces in your work emailemail



24. Make it short, clear and real:24. Make it short, clear and real:• Enclosed please find = I’ve attachedEnclosed please find = I’ve attached• Please feel free to give me a call = please call mePlease feel free to give me a call = please call me• Please feel free to give me a call = please call mePlease feel free to give me a call = please call me• A.S.A.P*** = This is urgentA.S.A.P*** = This is urgent

25. 25. ChangeChange the subject line the subject line There are few more annoying things than trying There are few more annoying things than trying

to locate a message about a particular topic but to locate a message about a particular topic but the same subject line has been used for 10 the same subject line has been used for 10 emailsemails

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26.26. When you receive an When you receive an annoying emailannoying email; here are ; here are some ways to respond :some ways to respond :

11.. Be kindBe kind : : Do you really have all the facts? Do Do you really have all the facts? Do you know for sure that they meant what you think they you know for sure that they meant what you think they meant? Without the benefit of tone or behavior, we’re meant? Without the benefit of tone or behavior, we’re left to interpret what they’re saying based on our left to interpret what they’re saying based on our temperament at the moment and our history with the temperament at the moment and our history with the writerwriter.. 2. 2. Be thankfulBe thankful : : Reread the annoying message and Reread the annoying message and find something that you can authentically thank the find something that you can authentically thank the writer for writing. It could just be, “writer for writing. It could just be, “Thanks for your quick Thanks for your quick responseresponse,” or “,” or “Thanks for pointing out the Thanks for pointing out the disadvantagesdisadvantages,” or “,” or “Thank you for taking the time to Thank you for taking the time to clarify your positionclarify your position.” You’ll disarm them .” You’ll disarm them

3. 3. Be carefulBe careful : : You don’t have to respond You don’t have to respond instantaneously; you do need to respond thoughtfully. instantaneously; you do need to respond thoughtfully.

4.4. Be future-focused Be future-focused : : Try saying, Try saying, Thank you for Thank you for explainingexplaining....... In looking ahead. In looking ahead……ThThank you for bringing ank you for bringing this to my attentionthis to my attention..........In thinking about how we can In thinking about how we can work this into our 2013 budgetwork this into our 2013 budget


Accept the limitations of MailAccept the limitations of Mail

HHere is short list of situations when ere is short list of situations when using email isusing email is ineffective or worseineffective or worse

• When you're trying to reach consensus (takes When you're trying to reach consensus (takes significantly longer to do this with email)significantly longer to do this with email)

• When the message is very long (call first and then use When the message is very long (call first and then use email to confirm the main points)email to confirm the main points)

• When the news is really bad ("routine" bad is fine; really When the news is really bad ("routine" bad is fine; really bad is not)bad is not)

• When the reader has a different agenda than you do When the reader has a different agenda than you do (and part of that is making you look bad)(and part of that is making you look bad)


• When the information is sensitive (disclaimers do not When the information is sensitive (disclaimers do not protect you!)protect you!)


• When the information is confidential (so easy to file and When the information is confidential (so easy to file and forward) forward)

• When you're communicating with someone who prefers When you're communicating with someone who prefers the phone to email (duh!) the phone to email (duh!)

• When the person is in the next cubicle and you easily When the person is in the next cubicle and you easily could stick your head to the left of your computer and could stick your head to the left of your computer and just ask! just ask! (The CEO of a large Convention and Visitors Bureau (The CEO of a large Convention and Visitors Bureau actually had the actually had the server shut downserver shut down when he realized when he realized that people were emailing each other when they could that people were emailing each other when they could have glanced over at that person and given them the have glanced over at that person and given them the information!) information!)


• Am I trying to resolve a conflict? Pick up the phone or Am I trying to resolve a conflict? Pick up the phone or schedule a meeting.schedule a meeting.


• What conversation am I avoiding? Is there more that I What conversation am I avoiding? Is there more that I need to talk about with this person and am choosing to need to talk about with this person and am choosing to ignore it/not go there and take the easy way out by ignore it/not go there and take the easy way out by emailing?emailing?


• http://www.cnn.com/2004/BUSINESS/06/29/go.email/http://www.cnn.com/2004/BUSINESS/06/29/go.email/index.htmlindex.html

Our reliance on Mail could quickly Our reliance on Mail could quickly become slavery..become slavery..

• http://www.cnn.com/2004/BUSINESS/09/15/email.sins/http://www.cnn.com/2004/BUSINESS/09/15/email.sins/index.html index.html

• http://www.boston.com/business/technology/articles/http://www.boston.com/business/technology/articles/2004/08/15/researchers_seek_to_untangle_the_e_mail_thread/ 2004/08/15/researchers_seek_to_untangle_the_e_mail_thread/

• http://www.cnn.com/2004/BUSINESS/09/15/email.sins/http://www.cnn.com/2004/BUSINESS/09/15/email.sins/index.html index.html

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FactsFacts• Email continues to be the most utilized digital Email continues to be the most utilized digital

marketing channel and it is themarketing channel and it is the one travel one travel marketers feel is most successful at achieving marketers feel is most successful at achieving company objectivescompany objectives..

• Q: Which digital marketing channels Q: Which digital marketing channels dodo you currently utilize?you currently utilize?

• Q: Q: Which channel has been Which channel has been the mostthe most successful at successful at achieving objectives?achieving objectives?

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Emailing With a StrategyEmailing With a Strategy• What You Can Do:What You Can Do:

• Leverage your email service provider’s Leverage your email service provider’s application programming interfacesapplication programming interfaces (API) and (API) and built-in, third-party application integrations to built-in, third-party application integrations to seamlessly integrateseamlessly integrate key data points from other key data points from other channels. channels. Data points to consider integratingData points to consider integrating for the travel for the travel market include real-time web site behavior, market include real-time web site behavior, purchase history,purchase history, customer-level social data, customer-level social data, and shopping cart abandonment.and shopping cart abandonment.

• Once you have integrated the key channels into Once you have integrated the key channels into your email platform, you can deliver highly your email platform, you can deliver highly targeted email campaigns withtargeted email campaigns with comprehensive comprehensive data integrationsdata integrations

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Emailing With a StrategyEmailing With a Strategy• DevelopDevelop an an Advanced Segmentation StrategyAdvanced Segmentation Strategy

While some companies are using RFM (recency, While some companies are using RFM (recency, frequency, monetization)frequency, monetization) as a basic segmentation as a basic segmentation strategy, it may not be comprehensive enough tostrategy, it may not be comprehensive enough to drive the most effective communication and drive the most effective communication and personalization. personalization.

• For a deeperFor a deeper look at your customers, we suggest look at your customers, we suggest using using cluster analysiscluster analysis, which can be, which can be used to used to identify clusters or segments based upon how identify clusters or segments based upon how alike subscribers are. Leading brands in the travel alike subscribers are. Leading brands in the travel industry areindustry are using advanced systems to deliver using advanced systems to deliver relevant content to their customers, so in order to relevant content to their customers, so in order to compete in this market, compete in this market, it’s critical toit’s critical to know know your prospectsyour prospects..

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Emailing With a StrategyEmailing With a Strategy• Based on the cluster analysis results, place “like” Based on the cluster analysis results, place “like”

customers customers into groups, or personasinto groups, or personas. . Market to Market to these groups individuallythese groups individually based on their based on their motivators and behaviorsmotivators and behaviors, because each group , because each group holds a different perspective of the value your holds a different perspective of the value your brand bringsbrand brings them. them.

• For example, a global hotel’s customers could fall For example, a global hotel’s customers could fall into the following persona groups: into the following persona groups: multi-brand multi-brand stayers, roadstayers, road warriors, super stayers, occasional warriors, super stayers, occasional travelers, leisure weekenders, vacationers, and travelers, leisure weekenders, vacationers, and globetrotting high flyersglobetrotting high flyers..

• The more youThe more you develop these personas, the more develop these personas, the more personalized experience you can providepersonalized experience you can provide

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Mobile engagement with your brandMobile engagement with your brand• Q: Q: What percentage of your customers engage What percentage of your customers engage

with your brand (website, emails, etc.)with your brand (website, emails, etc.) on a mobile on a mobile device?device?

• Gartner Research predicts that within the next four Gartner Research predicts that within the next four years, mobile devices will become the leading years, mobile devices will become the leading access point to theaccess point to the Internet worldwide. Internet worldwide. Additionally, eMarketer research indicates that Additionally, eMarketer research indicates that mobile travel research and booking mobile travel research and booking is quickly is quickly on theon the rise and will attract rise and will attract 29.7M researchers 29.7M researchers and and 15.1M bookers by 201215.1M bookers by 2012..

• What You Can Do:What You Can Do:• Offer Text-to-Opt-In Offer Text-to-Opt-In : : Invite guests to sign up Invite guests to sign up

for your email marketing program via a text for your email marketing program via a text message on site, andmessage on site, and trigger immediate mobile-trigger immediate mobile-optimized welcome emails with a “thank you” optimized welcome emails with a “thank you” reward that they can redeem immediatelyreward that they can redeem immediately within within the same physical context of where they are the same physical context of where they are at the momentat the moment..

• Send In-Context Vacation Messaging Send In-Context Vacation Messaging – – 4/5 of 4/5 of active travelers bring their mobile phones with active travelers bring their mobile phones with them as theythem as they travel, and of those, nearly travel, and of those, nearly 2/32/3 indicate that they are likely to use them to indicate that they are likely to use them to research and purchase activitiesresearch and purchase activities. . Send mobile Send mobile email offers and promotions to vacation spots email offers and promotions to vacation spots while these travelerswhile these travelers are on vacation. For brands are on vacation. For brands with social sites, send vacationers a mobile email with social sites, send vacationers a mobile email inviting them to inviting them to share share their vacationtheir vacation pictures on pictures on the spot to that site.the spot to that site.

Mobile engagement with your brandMobile engagement with your brand

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Mobile engagement with your brandMobile engagement with your brand• Q: Are you currently using any of the following Q: Are you currently using any of the following

email marketing tactics?email marketing tactics?

Only 9% of companies are optimizing emails for Only 9% of companies are optimizing emails for mobile devicesmobile devices, despite research, despite research indicating that indicating that smartphones are rapidly becoming thesmartphones are rapidly becoming the #1 access point #1 access point to the Internet worldwide.to the Internet worldwide.

Although 72% of companies utilize social media Although 72% of companies utilize social media marketing tactics, marketing tactics, only 22%only 22% include links to social include links to social profiles in their email templates.profiles in their email templates.

1 in 2012, the number of businesses emails sent and received per day total 89 billion. this figure...

Documents

written email

email contracts

email recipients

email lists

mobile email users

business email accounts

consumer email accounts

us email users