is there still room for innovation in email marketing?
TRANSCRIPT
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Is there still room for Innovation
in Email Marketing?
@thefrenchflo
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1994Do you remember the year 1994?
@thefrenchflo
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1994Do you remember the year 1994?
@thefrenchflo
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1994Birth of modernEmail Marketing
First true Email Marketing actions
@thefrenchflo
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Before 1994: the ”Prehistory”
The first e-mail was sent between these two computers
1971
The word SPAM comes fromthe iconic Monty Python sketch
19781993
“QWERTYUIOP"
You can still access the world’s first website ever
1991
The first banner ad was run on HotWired.com
@thefrenchflo
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In 1994
@thefrenchflo
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E-mail marketing era 2003
From there, things evolved a lot
1994
E-commerce
1995
Today
20102000 20011999
Responsive designSpam FiltersA/B Testing1st Emailcampaigners
GROWTH
@thefrenchflo
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But will it go on in the future?
Or have we reached the limits of Email Marketing?
@thefrenchflo
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Can we replace Email Marketing?
@thefrenchflo
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- Not expensive- Highly personalizable- Not perceived as intrusive
Needed Features
More expensive
Intrusive
Plain text
Volatile
Not enoughpersonalizable
Intrusive
Email vs…
@thefrenchflo
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Can we do better ?
@thefrenchflo
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This is what your efforts bring, on average
Openers(25%)
Clickers(6%)
Rendement
6%
Rendement
5,4%
Rendement
95%
@thefrenchflo
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8 requirements for a future-proof Email Marketing
@thefrenchflo
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We need…
A better way to manage
authorization
Spam filters
Opt-in/out
Other users
@thefrenchflo
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We need…
@thefrenchflo
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We need… A better way to targetPersona 2
Persona 1
Niche 1
Niche 2 Out of scope
@thefrenchflo
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We need… A better way to target
WHO?WHAT?
WHY?HOW ?
SHIFT
Socio-demo
Lifestyle
Interest
Life Cycle
Behavior
Motivations
Triggers
Problems
Emotions
Priorities
SURFACE PROFOUND
@thefrenchflo
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We need… A better way to target
WHO?WHAT?
WHY?HOW ?
SHIFT
SURFACE PROFOUND
@thefrenchflo
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We need… A better way to target
SHIFT
PersonaPsychographic
Persona
@thefrenchflo
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We need…
A better timing of our messages
@thefrenchflo
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We need… a better timing of our messagesTrigger
Context
@thefrenchflo
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We need… more Triggered Emails
@thefrenchflo
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We need… more Triggered Emails
@thefrenchflo
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We need… more Triggered Emails
@thefrenchflo
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We need… more Triggered Emails
@thefrenchflo
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We need… to rely on Context
@thefrenchflo
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We need… to rely on Context
@thefrenchflo
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We need… to rely on Context
@thefrenchflo
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We need... a better way to personalize
@thefrenchflo
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Context
We need... a better way to personalize
-50% Order Now!
Best Quality
Find Nearest
Shop
Automated Content
Management Platform
@thefrenchflo
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We need…Unbiased A/B Testing
@thefrenchflo
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We need…Je participe !
Unbiased A/B Testing
@thefrenchflo
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We need… Unbiased A/B Testing
Random mutation
@thefrenchflo
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We need… Unbiased A/B Testing
@thefrenchflo
Random mutation
Random mutation
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We need…A better
integrationwith other channels
@thefrenchflo
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We need… integration
Multi channel CRM
Better Segmentation
Better ROI
@thefrenchflo
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We need…A
3rd Generation
of Email Marketers
@thefrenchflo
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We need…
1. Pioneers2. Integrators3. Disruptors
@thefrenchflo
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Together,let’s builda Future-
Proof Email Marketing
Other Innovation ideas?
@thefrenchflo