CUSTOMERS TRUMP ANALYTICSWHY EMAIL MARKETING IS ABOUT PEOPLE NOT METRICS

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But, first…

Close your eyes and imagine…

On balance, [email is] maybe 10% pleasure and 90% fear of missing out.

“

Larry Rosen, Psychologist

78% of email is spam

94 billion spam messages per day

$20 billion cost to the global economy

MEANWHILEPeople love email, a lot, like, a lot, a lot.

4.1 billion email accounts across the globe

Source: Radicati Group, 2015

MOBILE FIRST

Source: Litmus, 2016

WE READ EMAIL EVERYWHERE

Source: Adobe, 2015

AND, I MEAN EVERYWHERE

Source: Adobe, 2015

PEOPLE PREFER IT

Source: MarketingSherpa

EMAIL IS AWESOME, AGAIN

EMAIL IS HUGE FOR US. {Said like Trump. Emphasis on the “huge.”}

EMAIL DELIVERS THE HIGHEST ROI FOR MARKETERS

Source: VentureBeat

REGARDLESS OF INDUSTRY

Source: GetResponse, 2016

EMAIL BEATS SOCIAL BY 40X FOR CUSTOMER ACQUISITION

Source: VentureBeat

PROVIDES HALO EFFECTS ON PURCHASE

ASSISTS OTHER CHANNEL INTERACTIONS

Source: Salesforce Marketing Cloud

AND, INCREASES REVENUE OVER TIME

Source: Salesforce Marketing Cloud

EVERYONE WANTS US OUT OF THE INBOXNo surprise.

SPAM FOLDERS

MARK AS SPAM & INSTANT UNSUBSCRIBE

LAYERED AUTHENTICATION & REPUTATION DATA

Sender ID Framework

(SPF)

Inbound Mail Server

Authentication Pass Fail

DNSSPF Record

Lookup

Inbox

Junk

?

Quarantine

Block/Delete

Reputation Data

1 2 3 4

Sender

Internet

LAYERED AUTHENTICATION & REPUTATION DATA

Sender ID Framework

(SPF)

Inbound Mail Server

Authentication Pass Fail

DNSSPF Record

Lookup

Inbox

Junk

?

Quarantine

Block/Delete

Reputation Data

1 2 3 4

Sender

Internet

MOVED PROMO EMAILS OUT OF THE INBOX

REDEFINE THE INBOX

“EMAIL IS DEAD” AND/OR “HATED”

GOVERNMENT GETS SMART

CASL GONNA GET EM

Marketers are slowly losing our real estate in the Inbox.

SHOULD WE BE SURPRISED?Nah, bro, just look at these examples…

UMMM, SUBJECT LINE & WHERE DO I CLICK?

TOTAL HIERARCHY MESS

SHARING TESTING IS CARING

NOTHINGNESS

SUBJECT LINE #FAIL

URL CRAZINESS

CAN YOU READ THIS?

WE DON’T WANT TO TALK TO YOU

THE REST JUST SUCKS BECAUSE…

9 the number of emails I received from one brand on Cyber Monday…WTF?

HOLIDAY EMAIL AVERAGES

July to Sept. Halloween to Dec. 15

Black Friday

Cyber Monday

Daily average

7

911

12

80.8% of holiday email was ignored

SO, WE SUCK.Now what?

Let’s go back to the P’s.

Product, price, place, and promotion. Let’s try some new ones.

PORTABLE“The thumb is in charge.” Email must be able to go where people go. If it can’t follow people through his or her day, it's no longer relevant.

SINGLE COLUMN “SKINNY” LAYOUTS.

FONTS & BUTTONS, OH MY!

>

GET TO THE POINT

LET IMAGES DO THE TALKING

FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE

X

DUDE, GIFS FTW

PREHEADERS FOR EVERYONE

TIM JUST MADE TEXT RELEVANT

NEED INSPIRATION?

TOOLS FOR PORTABILITY

WHERE DO WE EVEN START?

ALL HOPE IS NOT LOST

PERSONALThe promise of digital was always and will always be its potential for personalization. Your email must cater to the individual needs and desires of every user—and the experience must be unique to each individual.

SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE

PERSONALIZATION INCREASES OPEN RATES BY 26%

ARE WE REALLY TRYING THAT HARD?

HAVE DATA, WILL USE IT

LEVERAGE DYNAMIC CONTENT

DATA FROM THE MY CROWD

TRIGGERS BASED ON DATA / THE WELCOME

TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT

TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT

TRIGGERS BASED ON DATA / PURCHASE INTENT

TRIGGERS BASED ON DATA / PURCHASE HISTORY

TRIGGERS BASED ON DATA / WEATHER

TRIGGERS BASED ON DATA / DYNAMIC

TRIGGERS BASED ON DATA / TRANSACTIONAL

TRANSACTIONAL EMAILS MATTER

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MORE, INCLUDING MINI HORSES

TOOLS FOR PERSONALIZATION (AND AUTOMATION)

PRESCRIPTIVE Brands are no longer in control of their email conversations with people. Let people take control or risk destruction of a valuable channel.

ASK AND YOU SHALL RECEIVE

ASK AND YOU SHALL RECEIVE

CONFIRM OUR RELATIONSHIP

TELL YOU WHEN I WANT IT

GIVE ME REASONS TO SAY HELLO

LET’S GET ENGAGED AGAIN

LET’S GET ENGAGED AGAIN, BUT DON’T EVER STOP EMAILING THEM.

IF I WANT OUT, MAKE IT EASY

GIVE ME REASONS TO STAY

DIE PURCHASE LISTS, JUST DIE

LET’S RECAPThree P’s, Not the Old Four

PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.

PERSONAL BE RELEVANT OR BE DELETED.

PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.

PRESCRIPTIVE PUT PEOPLE IN CONTROL.

PERSONAL BE RELEVANT OR BE DELETED.

PORTABLE DESIGNED FOR OUR LIVES OR JUST STOP.

BUT, WHY CARE?Three reasons…

ENGAGEMENT MATTERS#1

We do not use clicks as a measure of engagement.

We track replies, moves, mark not as junk, delete without open.

Email Experience Counsel, 2015

“

Engagement is measured at the subscriber-level and based on metrics we aren’t tracking.

THE FUTURE MATTERS#2

“MAILABLE MICROSITES” VIA @CHADSWHITE

GOOGLE’S PONY EXPRESS

THE INBOX IS THE CART

We won’t be able to take advantage of email’s future if we’ve screwed up its past.

FAMILIARITY RULES.#3

The Inbox is the one digital place everyone understands.

www.barberandhewitt.com hello@barberandhewitt.com Los Angeles, CA

THANKS. QUESTIONS / COMMENTS.

Updated February 9, 2016

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SOURCES• Smart Insights - http://www.smartinsights.com/wp-content/uploads/

2013/06/emailInfographic-EvolutionofEmail.jpg

• Symantec - http://www.symantec.com/about/news/release/article.jsp?prid=20110125_01

• LinkedIn - https://www.linkedin.com/today/post/article/20131212125736-1816165-the-new-four-ps-everything-you-need-to-know-about-your-customers?trk=mp-reader-card

• MailChimp - http://blog.mailchimp.com/how-gmail-tabs-affect-your-email-marketing-an-update/

• Huffington Post - http://www.huffingtonpost.com/2012/08/08/cost-of-spam_n_1757726.html

• Email Marketing Rules - http://www.emailmarketingrules.com/jcpenneys-mobile-aware-email-makeover/

• Teach to Fish Digital - http://teachtofishdigital.com/email-mobile-social/

• Mashable - http://mashable.com/2012/09/20/evolution-email/

• Mashable - http://mashable.com/2011/01/26/e-mail-facts/

• Candicreate - https://twitter.com/candicreate/status/446841800439787521

• Think with Google - http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

• Smart Insights / Gartner - http://www.smartinsights.com/wp-content/uploads/2013/10/digital-marketing-hype-cycle.png

• MailChimp - http://blog.mailchimp.com/a-purchased-list-is-a-dead-list/

• Really Good Emails - www.reallygoodemails.com

• Denver Post - http://www.denverpost.com/Business/ci_27174618/Taming-the-deluge-of-holiday-sales-emails-is-part-art-science

• ExactTarget - https://secure.sfdcstatic.com/assets/pdf/datasheets/mc_2015stateofmarketing.pdf

• VentureBeat - http://venturebeat.com/2015/03/05/why-email-marketing-is-still-in-style-and-thriving/

• Adobe - https://blogs.adobe.com/conversations/2015/08/email.html

• Campaign Monitor - ://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/