This presentation was given as the closing keynote for EEC14 in Miami.
Big Data, segmentation, real-time content, propensity, relevancy, programs,
revenue growth, cadence, permission – how do you orchestrate success
within your organization - around these areas? You’re going to be challenged
to contribute to substantial growth to meet company commitments while
existing in an environment where the fractured landscape changes every day.
During this energetic session, attendees will be presented with actionable
programmatic ideas around data, targeting, content and the successful
strategies that are driving key companies to success you cannot imagine!
Who here has ever made a mistake on an email campaign that was noticed by a BUNCH of people?Tell story about sending to 6MM unsubs shortly after can-spam came outKen MCGill – Send Anxiety
Eamil marketers across the country thought that they were going to be arrested, pay millions of dollars
And the end of email was forecast…
Since that time the world has changedemail, culture, internet, no more blackberries data has changed
It is enough data to fill 57.5 billion 32GB Apple iPads. That's enough iPads to build a Great iPad Wall of China twice as tall as the original.
We have to do something with the data we have – use it for targeting, and more intelligent conversationsWhy are we in love with triggers? Cause they make money and they’re targeted. Why don’t we do that same practice in promotional streams?
We have to start caring about email, cause to be honest, consumers don’t care about us. They don’t care about your ads, cause you don’t care about them…..you’re selling stuff.
Because no one knows where to begin to take the ethereal to the tactical
We have preached relevant engagement marketing for years. Why have we not done it?I think there are a few reasons
This model is the prevailing model of the email industry. This complex has informed the reality that consumers see email in their inbox. Repetitive and interruptive ads until you buy. We’ve seen the consequences in TV. So many commercials we become numb.
We talk about a relationship with the customer yet…we have this dirty 4 letter word……
72% of consumers read email when they are bored…9% read email while in the bathroomWhy do we focus on marketing to people that don’t care. Because we want to beat them with an email until they do?we have this dirty 4 letter word……
Because of a dirty little 4 letter wordIs this how we define the relationship with the consumer?
80% of marketers are still in a batch and blast modeemail volume within the last 10 days of the holiday season increased nearly 36% compared to holiday 2012.
80% of the functionality of any ESP is unused or under-utalized
This conference has been all about pushing the envelope on your skills and how to get better results
Let’s change the conversation from engagement marketing to emails application of Experience Design – The email world looks at customer experience from a very jaded view.. Email is so impersonal coming from a brand.. You really have to work hard to visualize the types of customer experiences and how it is changing with consumer behavioral trends and how to interpret them, how others view it in your org. Social, mobile, email – all different Experience design is not about developing the ideal experience, but iterating the various experiences and anticipating future states…Basically, it’s about selling to customers that want your stuff, through the experiences that you already share with them. How are you (through marketing) touching on those moments? How are you anticipating what they will need?How do you find that when the landscape is fractured between social, mobile, email, website, direct mail? Even if you get all the facts together, how do you interpret those findings? How do you find the commonality?
Let’s put pictures of our different customer types on our cubes and walls – picture how they use it, not what it is!
You know why I like woot? Cause their funny. They know and use their brand equity and experience design to connect.
1% of clicks
Dream a little dream – I read these everytime, even though I cannot afford it
Love to cook. New Years Resolution
But the rest of this stuff? I don’t care!!!!!!!!!!!!We spend so much time focused on those that don’t care we forget to think about those that do
People don’t buy from companies they don’t like
Let’s be motivated about finding the “reason to believe” moment for our customers
Four Things to focus on in 2014 to move the needle
1. Develop a strategic plan
2. Enact ONE recurring experience design campaignUSE the data that you have or can get – PROPENSITY BASED
BLISTERS
3. Change your reporting
We focus on this list as a whole when I think we should be focusing on the people that actually care about us.Heck, the big blue section (inactive) could eat the rest of our customers……or our efforts. ANNIMATION
FINALLY, we must test more
I get it. Subject line testing is easy. So, we become very good at getting opens. OKWhat’s next