ilive2014 presentation | dela quist - the importance of email in the age of content marketing and...
DESCRIPTION
Dela believes that email is finally gaining recognition as the crucial link between two of the hottest things in marketing – content marketing and big data. Coupled with the fact that email is the single biggest driver of online traffic, email marketers hold the power to exploit content engagement both on a macro and in granular detail. In his presentation will speak about and share his vision of email’s role in the marketing mix in 2015 and lead the audience through considerations form subscriber-based metrics to revenue attribution, click time-lag and more.TRANSCRIPT
The Power Of Email in The Age Of Content Marketing & Big Data
iLive 2014
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx
Anyone Without An Email Address Is The Digital Equivalent of Homeless
The Battle Of The Tech Titans
Lets Play Pretend – Who Wins?
Email Delivers More Interactions Than Any Other Channel
Email Drives Clicks (Opportunities to Engage)
Email Is Also About About The Top Of the Funnel
There Are 2 Kinds Of Marketing
Demand Response Marketing(Giving You What I think You Want)
VDemand Generation Marketing
(Making You Want What I have)
When It Comes To The Individual How Valuable Are Predictions
We Know sending More Works But Don’t Ask Why?
We Are Obsessed With How & What But With Email We Never Ask Why?
• Email 1.0 = How (deliverability)? How do I get in the inbox? How do I make my email look good on AOL?
• Email 2.0 – What (optimisation)? What's The best time to send email? What's the best subject line? What triggered programs should I use?
• The Future – Is About Why?
How We make Decisions
System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a marvel, with some flaws
System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out.
If I say 2 plus 2, a number comes to your mind. That is System 1 working.
You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory.
If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2.
Thinking, Fast and Slow - By Daniel Kahneman
Email Whether Personal Or work Related Is Everywhere
Up Close, Personal & High Impact
Familiarity Builds Trust
Familiarity Builds Trust
Email 2.0 - Assumes all decision making is rational and conscious
Email In The Future – Will recognise the importance of unconscious decision making
Email Influences All Channels
Email Influences All Channels
Email Drives Sales In Other Channels
Leveraging The Why
The Nudge Effect
The Nudge Effect Subject Lines Influence Non-Openers Too
The Nudge Effect Subject Lines Influence Non-Openers Too
Familiarity Breeds Trust & Trust Sells
Familiarity Breeds Trust & Trust Sells
Every Email You Send Is An Opportunity To Engage
Further reading
Most popular articles:
FIVE reasons why open reach will revolutionise your email marketing
http://bit.ly/1g4VGe7
Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm
How to create emails that sell – even unopened http://bit.ly/1jGjbtI
Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ
Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs