Customers Trump Analytics: How to Make Email Marketing About People Not Metrics

CUSTOMERS TRUMP ANALYTICSHOW TO MAKE EMAIL MARKETING ABOUT PEOPLE NOT METRICS

#ISUM14 / @MICHAELJBARBER 2

Disclaimers.All knowledge, no pitch. I promise.1

3Let’s have a conversation. Interrupt or raise your hand. Ask questions at the end. Don’t worry, I’m super friendly.

4Everything I’m going to tell can be done by any sized brand and/or agency - large, small, B2B, B2C, whatever.

2 Use the hashtag #ISUM14, but please take a good photo #kthanksbye.

5This presentation contains dogs, cats, and some of the content may make you cry. So, get your tissues ready…


Hello.


I’m known for my donut obsession.

TODAY WE’RE GONNA DO SOMETHING DIFFERENT

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This is my buddy, Krys, and his son, Atticus.

8

Atticus is a cute little guy.

9

And, he has two awesome sisters.

10

Two weeks ago he was diagnosed with stage 4 neuroblastoma.

12

He roars.

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In lieu of donuts…I’ll ask five questions at the end. I’ll donut donate $20 per correct answer.1

3 If #teamatticus trends in Raleigh, I’ll donate another $100.

4 If #teamatticus trends in the U.S., I’ll donate $1,000 total.

2 For every twitter profile that mentions #teamatticus andcrowdrise.com/teamatticus over the next hour, I’ll donate $1.

http://www.crowdrise.com/teamatticus

http://www.crowdrise.com/teamatticus

SO, LET’S GET BACK TO THE TASK AT HAND.

When was the last time email made you feel like this?

The more “normal” reaction.


Why?

Because the majority is spam and the rest – for the most part – just sucks.

“Study the past if you want to define the future.”–Confucius

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Email history.The 70s. The beginnings.

#ISUM14 / @MICHAELJBARBER

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Email history.

Gary’s email ROI

$13 million

#ISUM14 / @MICHAELJBARBER


Email history.The 90s. Era of spray & pray.


Email history.The 2000s. Anti-spam and the rise of the DB.

2007


Email history.The 2000s. Segmentation and targeting.


Today.

“Email is dead.”


Why? See @sietsema’s reasons.

Killed by spam.

Replaced by social media.

Irrevalent for younger audiences.

Ineffective for retailers.

Not ideal for team communication.


Email marketing is not dead.


The human’s perspective.You essentially can’t sign up for anything online without an email address.

1

3 Email consumption rates continue to rise, albeit driven by mobile views.

4 Email, and the data brands have acquired from it, compliments other channels.

2People continue to rely heavily on email at work and to engage with brands.


Even my 78-year old Grandma has one.


The marketer’s perspective.


The shopper’s perspective.


The market’s perspective.


Email’s halo effects on purchase behavior.


Houston, we have a big problem.



94 billionspam messages per day



78% of email is spam



$20 billioncost to the global economy


What would solve immediately this problem?


Here’s a great idea.


Unfortunately (yes, unfortunately), that won’t happen. And, because we all got lazy the ESPs got smart.


Authentication.


Spam folders.


Mark as spam & instant unsubscribe.


Layer reputation data.


Moving promotional emails out of the Inbox.


Redefine the Inbox.


The effects.

So, how do we (marketers) get better?


We focus on the customer’s point of view and look to the 4P’s.


And, no, I’m not talking about product, price, place, and promotion.

Let’s use McKinsey’s.


PervasiveP

P Personalized

P Prescriptive

P Participatory

The McKinsey 4P’s.


P Personalized Make it relevant to me.

P Prescriptive I’m in control.

P Participatory I have a voice. Let me use it.

The McKinsey 4P’s.P Pervasive Let me read email where I am.

Let me read email where I am.Pervasive.


Pervasive.We are reading emails on all devices.


Pervasive.And, all the time.


Pervasive.Single column “skinny” layouts.


Pervasive.Let’s get responsive or mobile-aware.


Pervasive.Mobile design options.

Responsive = AWESOME1 2 Mobile-aware = WORKS TOO


Pervasive.Fonts & buttons, oh my!

>


Pervasive.Get to the point.


Pervasive.For the love of all things holy, eliminate “click here”.

X


Pervasive.Cool animations, bro.

See Bonobos and Jack Spade gif examples.


Pervasive.Tim just made text relevant again.


Pervasive.Tools to consider.

Participatory.I have a voice. Let me use & see it.


Participatory.Social + email = match made in digital heaven.


Participatory.Put social content into emails.


Participatory.Drive cross-channel opt-ins.


Participatory.Figure out what people care about; use that data to craft email content.

Personalized.Make it relevant to me.


Personalized.Leverage segmentation to personalize to me.


Personalized.

Talk to me like a human.


Personalized.Develop/enhance triggers based on my behavior

The welcome email.



The birthday/anniversary email.



Purchase/service follow-up email.



The post purchase follow-up.



Website engagement email.


Personalized.Adjust campaign delivery, content & messaging based on me.

Gender-based content/creative1

3 Seasonal content/creative

4 Event (i.e. weather) content/creative

2 Location-based content/creative

5 Time of day when I read it



Weather-based email.



Cool for the gents

Cool for the ladies


Personalized.Always give me more reasons to engage with your email.

http://www.youtube.com/watch?v=TbiedguhyvM




































Personalized.Always give me more reasons to engage with your email.


Personalized.Tools.

Prescriptive.I’m in control.


Prescriptive.Die purchased lists. Just die.


Prescriptive.Let me tell you what I want.


Prescriptive.Let me tell you when I want it.


Prescriptive.If I want out, give me an easy opt-out.


Prescriptive.Give me reasons to say hello again.


Prescriptive.Give me reasons to stay.


Prescriptive.If I stop listening, reengage and then stop sending.

So, let’s make email better.


How?

P Personalized Make it relevant to me.

P Prescriptive I’m in control.

P Participatory I have a voice. Let me use it.

P Pervasive Let me read email where I am.


Because imagine if we had to deal with this?

Thanks.


#teamatticus questions.

Question #1:What was the ROI of the first SPAM email?



Answer:$13 million



Question #2:When was the word SPAM officially added to the Oxford English Dictionary?



Answer:1998



Question #3:What percentage of people read email in the bathroom?



Answer:42%



Question #4:What was the name of the cat in the video and what men’s clothing retailer has a link to video in their order confirmation emails?



Answer:Maru & Bonobos



Question #5:What are McKinsey’s 4Ps?



Answer:Participatory, pervasive, personalized, and prescriptive.


Thanks. Questions & Comments.Want these slides? slideshare.com/michaeljbarber Have questions? @michaeljbarber / [email protected]

http://slideshare.com/michaeljbarber

http://slideshare.com/michaeljbarber

mailto:[email protected]

mailto:[email protected]


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/

http://www.smartinsights.com/wp-content/uploads/2013/06/emailInfographic-EvolutionofEmail.jpg




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

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

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




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

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

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

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

http://www.emailmarketingrules.com/jcpenneys-mobile-aware-email-makeover/

http://www.emailmarketingrules.com/jcpenneys-mobile-aware-email-makeover/

http://teachtofishdigital.com/email-mobile-social/

http://teachtofishdigital.com/email-mobile-social/

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

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

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

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

https://twitter.com/candicreate/status/446841800439787521

https://twitter.com/candicreate/status/446841800439787521

http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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




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

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

Customers Trump Analytics: How to Make Email Marketing About People Not Metrics

Marketing

Transcript of Customers Trump Analytics: How to Make Email Marketing About People Not Metrics