email marketing: trends, tools, and tactics for 2014 and beyond

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.

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

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

7

Email history.The 70s. The beginnings.

#DSD14 / @MICHAELJBARBER

8

Email history.

Gary’s email ROI

$13 million

#DSD14 / @MICHAELJBARBER

#DSD14 / @MICHAELJBARBER 9

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

#DSD14 / @MICHAELJBARBER 10

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

2007

#DSD14 / @MICHAELJBARBER 11

Email history.The 2000s. Segmentation and targeting.

#DSD14 / @MICHAELJBARBER 12

Email history.Today…

#DSD14 / @MICHAELJBARBER 13

Email marketing is not dead.

#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.

#DSD14 / @MICHAELJBARBER 15

Even my 78-year old Grandma has one.

#DSD14 / @MICHAELJBARBER 16

The marketer’s perspective.

#DSD14 / @MICHAELJBARBER 17

The shopper’s perspective.

#DSD14 / @MICHAELJBARBER 18

The market’s perspective.

#DSD14 / @MICHAELJBARBER 19

Houston, we have a big problem.

#DSD14 / @MICHAELJBARBER 20

Houston, we have a big problem.

94 billion spam messages per day

#DSD14 / @MICHAELJBARBER 21

Houston, we have a big problem.

78% of email is spam

#DSD14 / @MICHAELJBARBER 22

Houston, we have a big problem.

$20 billion cost to the global economy

#DSD14 / @MICHAELJBARBER 23

What would solve immediately this problem?

#DSD14 / @MICHAELJBARBER 24

Here’s a great idea.

#DSD14 / @MICHAELJBARBER 25

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

#DSD14 / @MICHAELJBARBER 26

Authentication.

#DSD14 / @MICHAELJBARBER 27

Spam folders.

#DSD14 / @MICHAELJBARBER 28

Mark as spam & instant unsubscribe.

#DSD14 / @MICHAELJBARBER 29

Layer reputation data.

#DSD14 / @MICHAELJBARBER 30

Moving promotional emails out of the Inbox.

#DSD14 / @MICHAELJBARBER 31

The effects.

#DSD14 / @MICHAELJBARBER 32

The effects.

#DSD14 / @MICHAELJBARBER 33

The effects.

#DSD14 / @MICHAELJBARBER 34

The effects.

So, how do we (marketers) get better?

#DSD14 / @MICHAELJBARBER 36

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

#DSD14 / @MICHAELJBARBER 37

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

Let’s use McKinsey’s.

#DSD14 / @MICHAELJBARBER 39

PervasiveP

P Personalized

P Prescriptive

P Participatory

The McKinsey 4P’s.

#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.

Let me read email where I am.Pervasive.

#DSD14 / @MICHAELJBARBER 42

Pervasive.We are reading emails on all devices.

#DSD14 / @MICHAELJBARBER 43

Pervasive.And, all the time.

#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”.

#DSD14 / @MICHAELJBARBER 45

Pervasive.Mobile design options.

Responsive = AWESOME1 2 Mobile-aware = WORKS TOO

#DSD14 / @MICHAELJBARBER 46

Pervasive.Tools to consider.

ParticipatoryI have a voice. Let me use & see

#DSD14 / @MICHAELJBARBER 48

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

#DSD14 / @MICHAELJBARBER 49

Participatory.Put social content into emails.

#DSD14 / @MICHAELJBARBER 50

Participatory.Drive cross-channel opt-ins.

#DSD14 / @MICHAELJBARBER 51

Participatory.Drive cross-channel opt-ins.

#DSD14 / @MICHAELJBARBER 52

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

Personalized.Make it relevant to me.

#DSD14 / @MICHAELJBARBER 54

Personalized.Leverage segmentation to personalize to me.

#DSD14 / @MICHAELJBARBER 55

Personalized.Leverage segmentation to personalize to me.

#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

#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

#DSD14 / @MICHAELJBARBER 58

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

Cool for the gents

Cool for the ladies

#DSD14 / @MICHAELJBARBER 59

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

#DSD14 / @MICHAELJBARBER 60

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

#DSD14 / @MICHAELJBARBER 61

Personalized.Tools.

PrescriptiveI’m in control.

#DSD14 / @MICHAELJBARBER 63

Prescriptive.Let me tell you what I want.

#DSD14 / @MICHAELJBARBER 64

Prescriptive.Let me tell you when I want it.

#DSD14 / @MICHAELJBARBER 65

Prescriptive.Let me tell you when I want it.

#DSD14 / @MICHAELJBARBER 66

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

#DSD14 / @MICHAELJBARBER 67

Prescriptive.Give me reasons to stay.

#DSD14 / @MICHAELJBARBER 68

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

So, let’s make email better.

#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.

Why?

#DSD14 / @MICHAELJBARBER 72

Because imagine if with this?

#DSD14 / @MICHAELJBARBER 73

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

#DSD14 / @MICHAELJBARBER 74

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