Seven Saving Graces to Keep You from Spam

Copyright © by ian fenwick. All rights reservedCopyright © ian fenwick. All rights reserved

The Seven Saving Graces that

Keep You From Spam Presented at GMAC Asia Pacific Conference

November 10, 2016

Ian FenwickVisiting Professor, Sasin Graduate Institute

Professor Emeritus, Schulich School of Business

Copyright © by ian fenwick. All rights reserved

“ Digital marketing’s like high school sex.Everybody’s talking about it.Few people are doing it,& those who are doing it, aren’t doing it very well.

Keith WeedChief Marketing Officer, Unilever

June 25, 2010

Copyright © by ian fenwick. All rights reserved 3

A few years back, Kent Wertime (now co-CEO Ogilvy & Mather Asia-Pacific) and I wrote an overview of digital marketing. We covered the entire spectrum

Copyright © by ian fenwick. All rights reservedhttp://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1

…we felt like renaissance men

Copyright © by ian fenwick. All rights reservedhttp://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG

http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1

…now digital is just too big to cover it all.From renaissance man to Eric Cartman in just a few years

When I say email, what comes into your mind?

Copyright © by ian fenwick. All rights reservedvic15 Spam CC BY 2.0 https://www.flickr.com/photos/vic15/3734909465/arie

Well, for most people they think email, they think spam, spam, spam.

And probably delete, delete, delete… the morning purge.

Now as one who grew up in England, I think spam’s delicious, with so many varieties too

(battered spam was my favourite, with Marmite & spam sandwiches close second)

But as an email marketer, you DON’T want to be thought spam.

Here are 7 ways to stay above the spam

Copyright © by ian fenwick. All rights reservedhttps://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066

#7 WORK HORSE OF MARKETING

In the book, we called email the workhorse of digital marketing… and it definitely is.

Not talked about too much, but doing the hard work behind the scenes


http://www.flickr.com/photos/sweetman/221560643/ Sofia SweetmanTrojan Horse

MARKETING… NOT

But don’t think of email as just a workhorsethink of it as a Trojan horse: a way to get into the consumer’s mind…without them thinking marketing. Once they think marketing, you’re finished

http://www.flickr.com/photos/sweetman/221560643/

http://www.flickr.com/photos/sweetman/221560643/


#7 WORK HORSE OF MARKETINGTROJAN


#7 WORK HORSE OF MARKETINGTROJAN #6 TRY TO SEEM HUMAN

As you craft your email, try for a human toneFor a moment forget you’re a marketer. Try to be a human: with a name, and a faceSaying useful, helpful things.

Copyright © by ian fenwick. All rights reservedhttp://www.contagious.com/blogs/news-and-views/insight-strategy-the-swedish-number

Take a look at the Swedish number… it’s not email, but it is a refreshing use of PEOPLEIt’ll be 3 minutes well spent

i.digi8.us/Swedish

Copyright © by ian fenwick. All rights reservedhttp://theswedishnumber.com http://www.contagious.com/blogs/news-and-views/cannes-lions-direct-award-winners /

http://theswedishnumber.com/

In a world where we text, we tweet, we snap & we have a million options at our fingertips, it’s easy to mistake technology for human connection. At the end of the day, we’re people talking to people.

Mark Tutssel, global chief creative officer, Leo Burnett Worldwide

“



http://www.contagious.com/blogs/news-and-views/cannes-lions-direct-award-winners

http://www.contagious.com/blogs/news-and-views/cannes-lions-direct-award-winners


ENGAGEMENT, ENGENDERS TRUST


#7 WORK HORSE OF MARKETINGTROJAN #6 TRY TO SEEM HUMAN

Everyone who writes email, thinks they need to say more.Everyone who reads it, knows they should have said less.Everyone who sends email, wants to send more often.Everyone who receives email knows, they get too much

The email is the bait, the Trojan horse, it’s not the full dinner…that’s on your website, FB, LinkedIn page etc

#5 SHORT, SELDOM, RELEVANT


8 SECOND ATTENTION SPAN?

Dean McCoy fish bowl CC BY 2.0 https://www.flickr.com/photos/deanmccoyphotos/5103908380/in/photostream/Attention spans Consumer Insights, Microsoft Canada http://advertising.microsoft.com/en/cl/31966/how-does-digital-affect-canadian-attention-spans

You may remember the Microsoft Canada study that purported that human attention spans were less than a goldfish…. You can read its debunking at i.digi8.us/GoldfishNot But in the morning email purge there’s probably only a few seconds between delete and open

https://www.flickr.com/photos/deanmccoyphotos/5103908380/in/photostream/

https://www.flickr.com/photos/deanmccoyphotos/5103908380/in/photostream/


©Copyright Ian Fenwick 2010

https://www.flickr.com/photos/vialbost/9140286259/ by Frédérique Voisin-Demery Orange

SEGMENTSDon’t forget relevance… if it’s relevant to me, it gets my

attention.Segments, that used to be broad demographic things, change in digital to X-treme segments

https://www.flickr.com/photos/vialbost/9140286259/

https://www.flickr.com/photos/vialbost/9140286259/


Pomegranate from https://www.flickr.com/photos/74444001@N00/15799835919/ Samantha Durfee

SEGMENTS…no longer broad and static. In digital segments are small

and behaviorally defined. Based not on what the customer is , but what the customer does.If you’re not using retargeting (some call it remarketing), you shold be.

https://www.flickr.com/photos/74444001@N00/15799835919/



#5 SHORT, RELEVANT, SELDOM#4 TELL STORIES

#6 TRY TO SEEM HUMAN

No-one believes marketers.They believe their friends, their on-line friends that they’ve never seen!So you need to harness sharing, getting customers to spread the word for you.What people share, what they spread, are stories.


Most marketers thought this title was probably true, but a little rude


SHAREABLE

SUBTLE

NOT MARKETING

RESONATE

The second edition was better titled!



#4 TELL STORIES#3 PERMISSION


Why ask permission in digital?We never did in traditional media



…because digital media is controllable by the consumer. If they don’t like you communications, the wall comes down, and you never be able to speak to them again



#4 TELL STORIES


#2 CONSISTENT MEMORABLE PRESENCE

…because you’re not trying to say it all in an email…or in any one place, you need to reassure consumers that they are still with you, by providing clear, consistent messaging#3 PERMISSION


Copyright © by ian fenwick. All rights reservedhttps://www.fl ickr.com/photos/thisparticulargreg/514818651/in/photostream/ ThisParticularGreg by ThisParticularGreghttps://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan

We’ve come a long way in a short time.At the turn of the century we talked about the stickiness of digital. We aimed to get people on our website, and trap them there forever

Copyright © by ian fenwick. All rights reservedhttps://www.fl ickr.com/photos/thisparticulargreg/51481n’8651/in/photostream/ ThisParticularGreg by ThisParticularGreghttps://www.flickr.com/photos/duncanh1/4897457597/in/photostream/ Insects and Flowers #1 by Duncan

More recently we’ve realize that we should try to trap customers: that’s not nice.

Rather we should, like a flower, have attractive, useful information for users to freely take away and enjoy.

When they share that useful information (please don’t think of it as content) they also share our message.



#5 SHORT, SELDOM, RELEVANT#4 TELL STORIES

#3 PERMISSION


#2 CONSISTENT MEMORABLE PRESENCE#1 TEST TEST TEST

Finally, almost everything in digital can be tracked and measured. Certainly in email we should be constantly testing everything we do.

Copyright © by ian fenwick. All rights reservedhttp://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai

And a last word from the famous Canadian science fiction writer, the man who coined cyberspace

http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream

http://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream