2014 Email Evolution Conference Closing Keynote Presentation
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Transcript of 2014 Email Evolution Conference Closing Keynote Presentation
© 2013 Acxiom Corporation. All Rights Reserved.
What (if anything) did we learn today?
Email Evolution ConferenceJanuary 2014Ryan PhelanVice President, Global Email StrategyAcxiom
@ryanpphelan #eec14
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No, not that far
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Arnold elected governor of california
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Space shuttle columbia was lost
Photo Courtesy of NASA
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NYC Blackout
Photo by Vincent Laforet
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War in iraq started
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RodRoddyJohnnyCash
JohnRitterBobHope
MadameChiang Kai-shek (105)
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Can-spam was released
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According to IBM, 90% of the data in the world today
was created in the last 2 years aloneBig Data: Getting Ready For The 2013 Big Bang
http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/
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Gardner believes that enterprise data will grow 650% in the next five years, while IDC argues that the
world's information now
doubles about every year and a half.
Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/
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According to IDC, in 2012 we created 2.8 zetabytes of data and we will
generate 40 zetabytes by 2020
Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/
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“Try not. Do or do not. There is no try.”
- Yoda
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Why don’t we have
fundamental sweeping industry wide
change?Why can’t we
take the leap?
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Loren McDonald
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Send More Email
Get More Reach
Sell More
Products
Make a Profit
Adapted from Seth Godin, How to get your ideas to spread
Email-Industrial Complex
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SALE
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80% of the functionality of
any ESP is unused or
under-
utilized- John Caldwell
RedPillEmail
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From The Twitter…
SIX MINUTESHow long the average teenager can concentrate on homework before switching to a tech distraction
- Brian Solis
USE VIDEO IN EMAILAdding video in key campaigns can and does increase CTR and Conversion - Justin Foster
Big Data – Cadence - ZMOT – Engagement – Brand Equity
EMAIL PRIVACY AND PROTECTIONDon’t collect more data than you intend to use responsibly- Sal Tripi
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The marketing that I see is like we are paying people to be friends with us
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We must have fundamental change in how we think, act and market
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Let’s change the conversation from
engagement marketing to emails application of
Experience Design
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© 2013 Acxiom Corporation. All Rights Reserved.34Images courtesy of Email Data Source
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Images provided with permission by Moosejaw
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Picture ofa giraffe
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FUNNY STUFF
© 2013 Acxiom Corporation. All Rights Reserved.38Images courtesy of Email Data Source
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Define your current programs and optimizations
Brainstorm on what you would LOVE to do
Set priorities about what you can do
GO and track your progress
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Instead of selling a thing, develop a campaign around
how your customer would
use it
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Aggregate View
Reporting concepts must evolve
Campaign Level
Most marketers are incorrectly looking at reporting in the aggregate performance. Attribution is always flawed which leaves the marketer ignorant to the levers that need to be pulled
Percentage of Lift Control Groups
Engagement Based
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The Pac-Man of Death…
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4. test
We must test…more
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Don’t just subject line test
Don’t be boring
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“Quick is good - relentless is better”
-Robert Herjavec @robertherjavec
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“Don't look back. You are not going that
way.” “Brian Solis”
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Questions?
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Ryan PhelanVice President, Strategic [email protected]
Thank you!
Keep the learning going. Follow me on twitter @ryanpphelan @acxiom