Email marketing: "Reports of my death are greatly exaggerated"
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Email marketing has been predicted to be dead, dying or history often in the past few years, but still it refuses to abate. This lively session reviews why email marketing should still be at the heart of your overall marketing strategy and how this still ROI-rich channel can be harnessed alongside the likes of social media, automation and content marketing to make your organisation stand out. Case-study led, this session will leave you in no doubt about why email marketing is still key. This is the slidedeck from Marketing Week Live 2014, London
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Email marketing: "Reports of my death are greatly exaggerated"
- 1. Email marketing: "Reports of my death are greatly exaggerated" Steve Kemish Chief Strategy Officer, Cyance IDM Tutor & Fellow Email sender & receiver Comments? @skemmo
- 3. EMAIL IS BEING KILLED, IT IS NOT DYING (but we have hope, a lot of hope) Comments? @skemmo
- 4. 245.3 billion 210.1 billion Comments? @skemmo
- 5. Insert report on email usage increase Comments? @skemmo
- 7. Is it like this where you work?
- 11. 1:1 journey mapping - 5 Active High Value Lapsed Account Activation Account Welcome Order Abandonment Order Confirmation Account Up-Sell Welcome Conversion Nurture Account Nurture Reactivation Order Comp Download Confirmation Event Booking Event Invite Customer Satisfaction Survey Monthly Statement Win-back Event Countdown Viral Triggered Cross-sell Sign Up First Order Follow-up Post-Event Suspect Prospect Customer Comments? @skemmo
- 12. BE HELPFUL AND ADD VALUE Comments? @skemmo
- 16. KNOW YOUR MARKET Comments? @skemmo
- 19. KNOW THE RULES. THEN BREAK THEM Comments? @skemmo
- 24. TAKE DATA SERIOUSLY Comments? @skemmo
- 33. TEST FOR FUN AND REWARD. CREATE A WINNING STREAK Comments? @skemmo
- 35. HIT YOUR OWN STREAK Open rates Clicks Conversion Unsubscribes Landing page conversions Telephone calls Email signups Blog views via email Emails to tweets Comments? @skemmo
- 36. Control Plan Test Plan Q1 Q2 Q3 Q4 Q1 tests Data capture From fields Subject Lines Q2 tests Frequency testing Personalisation Price tests Q3 tests Automated campaigns Re-activation strategies Q4 tests Segmentation models Churn analysis New format Build a testing plan a Testing programme – 6 Comments? @skemmo
- 42. ACCEPT & EMBRACE THE INEVITABLE Comments? @skemmo
- 44. THE IMPORTANT QUESTION Comments? @skemmo
- 45. “Why Big Steve, why?” “Why must they send irrelevant, poorly thought-out and boring emails, Big Steve? Why?” Comments? @skemmo
- 46. Why do we always send on a Tuesday? Why don’t we try a text only email? Why don’t we try and segment our data by age of signup? Why don’t we send an email with our best blog posts each month? Why don’t we try and see? Why don’t finance like us? Why do other email marketers always send boring emails? Why don’t we try to be different? Comments? @skemmo
- 47. Quick Wins Delivery Data quality, deliverability (sender reputation) Open Subject line, sender name, frequency, timing. Click Usability, above the fold, relevance. Engage Landing page, speed, reward. Transact Checkout speed, easy to do , up sells. Then Repeat Comments? @skemmo
- 48. Even quicker wins (right now) • Ask a question now (or tweet me) • Come and have a chat (The IDM Stand – A366) • Go here: www.theidm.com/cme and www.theidm.com/emailaward Comments? @skemmo