Hello It's Me - The Adele Guide to Doing Email

HELLO, IT’S ME…THE ADELE GUIDE TO DOING EMAIL

AND, I’M SO HOT RIGHT NOWHELLO, IT’S ME…ADELE

ADELE = SO HOT RIGHT NOW

SHE IS EVERYWHERE

EMAIL IS TOORUMOR HAS IT,

EMAIL DELIVERS THE HIGHEST ROI FOR MARKETERS

Source: VentureBeat

REGARDLESS OF INDUSTRY

Source: GetResponse, 2016

OR SURVEY

Source: Econsultancy, 2016

ASSISTS OTHER CHANNEL INTERACTIONS

Source: Salesforce Marketing Cloud

AND, INCREASES REVENUE OVER TIME

Source: Salesforce Marketing Cloud

RESOURCES ARE SHIFTING ACCORDINGLY

Source: EmailOnAcid.com

BUDGETS ARE FOLLOWING FUTURE NEEDS

Source: EmailOnAcid.com

ARE WE SHIFTING ENOUGH BUDGET? MAYBE NOT.

Source: Econsultancy, 2016

AND, MARKETERS BELIEVE THIS WILL CONTINUE

Source: Litmus, 8 Trends That Will Define the Future of Email Marketing

AND CONSUMERS DIG ME TOOHELLO, IT’S ME…EMAIL

4.1 billion email accounts across the globe

Source: Radicati Group, 2015

CONSUMERS DIG EMAIL TOO

Source: Litmus, 8 Trends That Will Define the Future of Email Marketing

CONSUMERS DIG EMAIL TOO

Source: Litmus, 8 Trends That Will Define the Future of Email Marketing

EMAIL PREFERENCE COMPARED TO OTHER CHANNELS

Source: MarketingSherpa

MILLENNIALS DIG EMAIL TOOWHEN WE WERE YOUNG…

YEAH, EMAIL & MILLENNIALS SITTING IN A TREE

Source: Litmus, 8 Trends That Will Define the Future of Email Marketing

IN WEIRD WAYS ̄ \_( )_/ ̄CRAZY FOR YOU…BUT,

WE READ EMAIL EVERYWHERE

Source: Adobe, 2015

AND, I MEAN EVERYWHERE

Source: Adobe, 2015

MOBILE FIRST

Source: Litmus, 2016

MOBILE FIRST

Source: Litmus, 2016

AS FAR AS THE MEDIA IS CONCERNEDWATER UNDER THE BRIDGE

JUST TWO YEARS AGO…THAT WAS A MILLION YEARS AGO

BUT, NOW…

WE SUCK AT EMAILRUMOR HAS IT,

78% of email is spam

Source: The Economics of Spam

94 billion spam messages per day

Source: The Economics of Spam

$20 billion cost to the global economy

Source: The Economics of Spam

Email is the office memo turned cancerous,

extended to home and everyday life.

“

Don Norman, interaction design expert

ARE WE REALLY TRYING THAT HARD?

YOU JUST USED HALF THE SCREEN

UMMM, SUBJECT LINE & WHERE DO I CLICK?

SHARING TESTING IS CARING

WHAT THE WHAT?

NOTHINGNESS

SUBJECT LINE #FAIL

URL CRAZINESS

CAN YOU READ THIS?

YEAH, NEITHER CAN I

I MEAN, COME ON!!!!

WE DON’T WANT TO TALK TO YOU, BUT WE REALLY DO

OK, SO WE SUCK.

#adeleguidetoemailMAKE US FEEL THE EMAIL LOVE AGAIN

HELLO, IT’S ME…#ADELEGUIDETOEMAIL

ALWAYS SAY HELLO

4x higher open

rate

Source: Emma, 2015

5x higher click

through rate

THE STATS SPEAK FOR THEMSELVES

33% increase in long-term

engagement

Source: Emma, 2015

THIS ISN’T ROCKET SCIENCE, BUT…

57.7% of companies send a

welcome email to subscribers

Source: Experian, 2015

Real-time welcome emails see

10x more than the transaction rates and revenue

per email over batched welcome mailings

SAY HELLO

HELP ME GET STARTED

TELL ME THE NEXT STEP

SHOW ME HOW TO DO BUSINESS WITH YOU

OFFERS CAN BE GOOD, BUT BE CAREFUL

GET PERSONAL#ADELEGUIDETOEMAIL

IF ADELE CAN GET PERSONAL, YOU CAN TOO

SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE

PERSONALIZATION INCREASES OPEN RATES BY 26%

HAVE DATA, WILL USE IT

TRIGGERS BASED ON DATA / THE WELCOME

TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT

TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT

TRIGGERS BASED ON DATA / PURCHASE INTENT

TRIGGERS BASED ON DATA / PURCHASE HISTORY

TRIGGERS BASED ON DATA / WEATHER

TRIGGERS BASED ON DATA / DYNAMIC

TRIGGERS BASED ON DATA / ONBOARDING AKA MAKE ME LOVE YOU

TRIGGERS BASED ON DATA / TRANSACTIONAL

TRANSACTIONAL EMAILS MATTER

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MORE

ALWAYS GIVE ME MORE, INCLUDING MINI HORSES

OH, YOU FANCY, HUH?#ADELEGUIDETOEMAIL

ADELE LIKES NICE THINGS, YOUR EMAILS SHOULD TOO

I see interactive as a huge shift in email development. Early analytics have shown far greater engagement from users who receive

interactive messages.

“

Mark Robbins, Email Developer, Rebelmail

LEVERAGE DYNAMIC CONTENT

REAL-TIME / CONVERSATIONAL DATA

DUDE, GIFS FTW

“MAILABLE MICROSITES” VIA @CHADSWHITE

BE UBIQUITOUS#ADELEGUIDETOEMAIL

“THE THUMB IS KING”

SINGLE COLUMN “SKINNY” LAYOUTS.

SINGLE COLUMN “SKINNY” LAYOUTS.

FONTS & BUTTONS, OH MY!

>

FONTS

Headlines 30px+

Body copy 16px+

Minimum 13px

Because Apple Yo

BUTTONS

Buttons 44 x 44 points

GET TO THE POINT

LET IMAGES DO THE TALKING

FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE

X

PREHEADERS FOR EVERYONE

TIM JUST MADE TEXT RELEVANT

NEED INSPIRATION?

TOOLS FOR PORTABILITY

LITMUS DEMO

BE REAL#ADELEGUIDETOEMAIL

BE REAL

STUFF HAPPENS: ACKNOWLEDGE & MOVE ON

JUST SAY SORRY

JUST SAY SORRY

SPEAK LIKE A HUMAN BEING (SAY THAT SLOWLY FOR DRAMATIC EFFECT)

ASK AND YOU SHALL RECEIVE

TELL YOU WHEN I WANT IT

GIVE ME REASONS TO SAY HELLO

IF YOU MISS ME, SAY HELLO IT’S ME AGAIN

LET’S GET ENGAGED AGAIN, BUT DON’T EVER STOP EMAILING THEM.

IF I WANT OUT, MAKE IT EASY

GIVE ME REASONS TO STAY

IF ALL ELSE FAILS, JUST COPY ADELE.#ADELEGUIDETOEMAIL

IF ALL ELSE FAILS, JUST COPY ADELE

LET’S RECAP#ADELEGUIDETOEMAIL

HELLO, IT’S ME…

HELLO, IT’S ME…

GET PERSONAL

HELLO, IT’S ME…

GET PERSONAL

BE UBIQUITOUS

HELLO, IT’S ME…

GET PERSONAL

BE UBIQUITOUS

OH, YOU FANCY, HUH?

HELLO, IT’S ME…

GET PERSONAL

BE UBIQUITOUS

BE REAL

OH, YOU FANCY, HUH?

HELLO, IT’S ME…

GET PERSONAL

BE UBIQUITOUS

BE REAL

IF ALL ELSE FAILS, JUST COPY EVERYONE ELSE

OH, YOU FANCY, HUH?

BUT, WHY DO EMAIL LIKE ADELE?Four reasons…

ENGAGEMENT MATTERS#1

We do not use clicks as a measure of engagement.

We track replies, moves, mark not as junk, delete without open.

Email Experience Counsel, 2015

“

Engagement is measured at the subscriber-level and based on metrics we aren’t tracking.

THE FUTURE MATTERS#2

GOOGLE’S PONY EXPRESS

THE INBOX IS THE CART

We won’t be able to take advantage of email’s future if we’ve screwed up its past.

FAMILIARITY RULES.#3

The Inbox is the one digital place everyone understands.

BECAUSE YOU WANT YOUR EMAILS TO BE JUST AS AWESOME AS…

#4

ADELE.

www.barberandhewitt.com hello@barberandhewitt.com Los Angeles, CA

THANKS. QUESTIONS / COMMENTS.

April 13, 2016 v1

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/

• Really Good Emails - www.reallygoodemails.com

• Denver Post - http://www.denverpost.com/Business/ci_27174618/Taming-the-deluge-of-holiday-sales-emails-is-part-art-science

• ExactTarget - https://secure.sfdcstatic.com/assets/pdf/datasheets/mc_2015stateofmarketing.pdf

• VentureBeat - http://venturebeat.com/2015/03/05/why-email-marketing-is-still-in-style-and-thriving/

• Adobe - https://blogs.adobe.com/conversations/2015/08/email.html

• Campaign Monitor - ://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/