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CUSTOMERS TRUMP ANALYTICS
WHY EMAIL MARKETING IS ABOUT PEOPLE NOT METRICS
#vacationbrain
Want these slides? 

barberandhewitt.com/digitalsummit 

Want to relive this presentation?
medium.com/@michaeljbarber
Say hello.
@michaeljbarber
But, first…
Close your eyes and imagine…
Make Email Suck Less
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
MEANWHILE
People 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 INBOX
No surprise.
SPAM FOLDERS
MARK AS SPAM & INSTANT UNSUBSCRIBE
LAYERED AUTHENTICATION & REPUTATION DATA
Sender ID
Framework
(SPF)
Inbound
Mail Server
Authentication
Pass
Fail
DNS
SPF 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
DNS
SPF 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
9
11
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
PERSONAL
The 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
Make Email Suck Less
DIE PURCHASE LISTS, JUST DIE
LET’S RECAP
Three 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
Make Email Suck Less
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
Want these slides? barberandhewitt.com/digitalsummit
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/

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