dma uk keynote november 2008
DESCRIPTION
Keynote from DMA UK Email Marketing Event. The 3 Things You Need to be Good AtTRANSCRIPT
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So you think you know how to effectively utilize email? 2008
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If you have 28% of someone’s attention with 100 other emails there, what chance
do you have?
0.0035%
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Everything you thought you knew about email
is about to change.
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How many studies do you need to read that tell you what you can do better and where you are failing?
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How can you make an impact with just a fraction of this
audience?
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From NameAddress
Subject LineCopyOffer
CreativeLinks
AuthenticationReports
DeliverabilityResponse
SalesAnalytics
Customer ServiceIntegration
MobileRSS
WebsiteLanding Page
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You can tackle the top things that will bring the most change to your email
marketing campaigns.
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Each Pound you spend on email efforts will deliver between
1GBP to 30GBP
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296 Emails Since July 27th, 2007
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As marketers, we fight for limited attention.
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3...
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1. Delivery
2. Welcome Messaging
3. Creative
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IF you do not show value, communicate tone, and set expectations on both sides, you lose 80% of your future
audience engagement and campaign results.
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You Don’t Need to Design New Creative For Each Campaign
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You Need to Refine Creative For Each New Campaign
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We give you “The Promise”
If you can be experts and perfectionists with all of our industry best practices and studies, then you
shall have a strong email program.
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You Have 3 Chances
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You have 3 chances to set the relationship before you lose 80% of
your future email marketing performance.
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Are you able to deliver on impulse?
Do you want to be delivering on impulse?
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We cannot always live up the true expectations of everyone, yet we try.
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So What’s Next?
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Be Good at 3 Things
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1. Delivery
2. Welcome Messaging
3. Creative
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My Beliefs
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Don’t Be Afraid to Fail
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Come to Work Stupid
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Do Your Best Work