E-mail Marketing 3.0 is coming: Are you ready?
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Transcript of E-mail Marketing 3.0 is coming: Are you ready?
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E-mail Marketing 3.0 is coming: Are you ready?
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx
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Why You Should Listen To Me?
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On The Other Hand……
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The Nudge Effect
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4x More Email sent every day than ALL Search, Social Media updates, and Web Page views COMBINED
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Anyone Without An Email Address Is The Digital Equivalent of Homeless
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Email’s Image Is Overwhelmingly Negative
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Email Marketers Are Technocrats
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There Are 2 Kinds Of Marketing
Demand Response Marketing(Giving You What I think You Want)
VDemand Generation Marketing
(Making You Want What I have)
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Lets Play Pretend – Who Wins?
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We Know sending More Works But Don’t Ask Why?
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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?
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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
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Email Whether Personal Or work Related Is Everywhere
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Up Close, Personal & High Impact
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Familiarity Builds Trust
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Familiarity Builds Trust
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Email 2.0 - Assumes all decision making is rational and conscious
Email In The Future – Will recognise the importance of unconscious decision making
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Leveraging The Why
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Email Influences All Channels
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Email Influences All Channels
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Email Influences All Channels
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Familiarity Breeds Trust & Trust Sells
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Familiarity Breeds Trust & Trust Sells
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Email Drives Sales In Other Channels
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The Nudge Effect Subject Lines Influence Non-Openers Too
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The Nudge Effect Subject Lines Influence Non-Openers Too
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High Open Rates = Low Volumes
Source: EDS Analyst
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The Open Rate Paradox
Data from EDS Analyst
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Pain v Gain
Data from EDS Analyst
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Every Email You Send Is An Opportunity To Engage
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http://bit.ly/AWEngage
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The Battle Of The Tech Titans
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Email Is Google’s Chosen Weapon
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Email Is Google’s Chosen Weapon
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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
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Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
@Alchemyworx
@delaquist
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