Is there still room for innovation in email marketing?

Is there still room for Innovation

in Email Marketing?

@thefrenchflo

1994Do you remember the year 1994?

@thefrenchflo

1994Do you remember the year 1994?

@thefrenchflo

1994Birth of modernEmail Marketing

First true Email Marketing actions

@thefrenchflo

Before 1994: the ”Prehistory”

The first e-mail was sent between these two computers

1971

The word SPAM comes fromthe iconic Monty Python sketch

19781993

“QWERTYUIOP"

You can still access the world’s first website ever

1991

The first banner ad was run on HotWired.com

@thefrenchflo

In 1994

@thefrenchflo

E-mail marketing era 2003

From there, things evolved a lot

1994

E-commerce

1995

Today

20102000 20011999

Responsive designSpam FiltersA/B Testing1st Emailcampaigners

GROWTH

@thefrenchflo

But will it go on in the future?

Or have we reached the limits of Email Marketing?

@thefrenchflo

Can we replace Email Marketing?

@thefrenchflo

- Not expensive- Highly personalizable- Not perceived as intrusive

Needed Features

More expensive

Intrusive

Plain text

Volatile

Not enoughpersonalizable

Intrusive

Email vs…

@thefrenchflo

Can we do better ?

@thefrenchflo

This is what your efforts bring, on average

Openers(25%)

Clickers(6%)

Rendement

6%

Rendement

5,4%

Rendement

95%

@thefrenchflo

8 requirements for a future-proof Email Marketing

@thefrenchflo

We need…

A better way to manage

authorization

Spam filters

Opt-in/out

Other users

@thefrenchflo

We need…

@thefrenchflo

We need… A better way to targetPersona 2

Persona 1

Niche 1

Niche 2 Out of scope

@thefrenchflo

We need… A better way to target

WHO?WHAT?

WHY?HOW ?

SHIFT

Socio-demo

Lifestyle

Interest

Life Cycle

Behavior

Motivations

Triggers

Problems

Emotions

Priorities

SURFACE PROFOUND

@thefrenchflo

We need… A better way to target

WHO?WHAT?

WHY?HOW ?

SHIFT

SURFACE PROFOUND

@thefrenchflo

We need… A better way to target

SHIFT

PersonaPsychographic

Persona

@thefrenchflo

We need…

A better timing of our messages

@thefrenchflo

We need… a better timing of our messagesTrigger

Context

@thefrenchflo

We need… more Triggered Emails

@thefrenchflo

We need… more Triggered Emails

@thefrenchflo

We need… more Triggered Emails

@thefrenchflo

We need… more Triggered Emails

@thefrenchflo

We need… to rely on Context

@thefrenchflo

We need… to rely on Context

@thefrenchflo

We need… to rely on Context

@thefrenchflo

We need... a better way to personalize

@thefrenchflo

Context

We need... a better way to personalize

-50% Order Now!

Best Quality

Find Nearest

Shop

Automated Content

Management Platform

@thefrenchflo

We need…Unbiased A/B Testing

@thefrenchflo

We need…Je participe !

Unbiased A/B Testing

@thefrenchflo

We need… Unbiased A/B Testing

Random mutation

@thefrenchflo

We need… Unbiased A/B Testing

@thefrenchflo

Random mutation

Random mutation

We need…A better

integrationwith other channels

@thefrenchflo

We need… integration

Multi channel CRM

Better Segmentation

Better ROI

@thefrenchflo

We need…A

3rd Generation

of Email Marketers

@thefrenchflo

We need…

1. Pioneers2. Integrators3. Disruptors

@thefrenchflo

@thefrenchfloFlorent.diverchy@bisnode.be

Together,let’s builda Future-

Proof Email Marketing

Other Innovation ideas?

@thefrenchflo