The Secret To Email Marketing?

Send More!

Dela Quist: CEO Alchemy Worx

uk.linkedin.com/in/delaquist @delaquist & @alchemyworx

Why You Should Listen To Me?

On The Other Hand……

4x More Email sent every day than ALL Search, Social Media updates, and Web Page views COMBINED

Anyone Without An Email Address Is The Digital

Equivalent of Homeless

Email’s Image Is Overwhelmingly

Negative

Fear & Self Loathing In Email Marketing

Why Obama Beat Romney

Why Obama Beat Romney

Reach & Frequency Drive Revenue

Federal Election Commission & eDatasource

There Are 2 Kinds Of Marketing

Demand Response Marketing

(Giving You What I think You Want)

V

Demand Generation Marketing

(Making You Want What I have)

Lets Play Pretend – Who Wins?

We Know sending More

Works But Don’t Ask Why?

Email Marketers Are Technocrats

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

Familiarity Breeds Trust & Trust Sells

Email 2.0 - Assumes all decision making

is rational and conscious

Email In The Future – Will recognise the

importance of unconscious decision

making

Leveraging The Why

Email Influences All Channels

Email Influences All Channels

The Nudge Effect

Email Drives Sales In Other

Channels

The Nudge Effect Subject Lines

Influence Non-Openers Too

The Nudge Effect Subject Lines

Influence Non-Openers Too

High Open Rates = Low Volumes

Source: EDS Analyst

The Open Rate Paradox

Data from EDS Analyst

Pain v Gain

Data from EDS Analyst

Email Marketing Priorities In Order Of

Importance

Not for profit’s should

make email the primary

means by which donors

and prospects they

already know, visit their

site or interact with the

organisation online.

Database Size

Send Frequency

Subject Lines

Offer & Creative

Data

Segmentation

Ord

er o

f Imp

orta

nce

Every Email You Send Is An Opportunity To

Engage

A Nice Little Freebie

A SL Tool That Accurately Predicts Results

www.subjectlinegold.com

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

Thank You & Stay in Touch

uk.linkedin.com/in/delaquist

alchemyworx.com/delaquist_ebook

dela@alchemyworx.com

@Alchemyworx

@delaquist

Follow

http://bit.ly/AWEngage

The Battle Of The Tech Titans

Email Is Google’s Chosen Weapon

Email Is Google’s Chosen Weapon