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Keynote from DMA UK Email Marketing Event. The 3 Things You Need to be Good At
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So you think you know how to effectively utilize email? 2008
If you have 28% of someone’s attention with 100 other emails there, what chance
do you have?
0.0035%
Everything you thought you knew about email
is about to change.
How many studies do you need to read that tell you what you can do better and where you are failing?
How can you make an impact with just a fraction of this
audience?
From NameAddress
Subject LineCopyOffer
CreativeLinks
AuthenticationReports
DeliverabilityResponse
SalesAnalytics
Customer ServiceIntegration
MobileRSS
WebsiteLanding Page
You can tackle the top things that will bring the most change to your email
marketing campaigns.
Each Pound you spend on email efforts will deliver between
1GBP to 30GBP
296 Emails Since July 27th, 2007
As marketers, we fight for limited attention.
3...
1. Delivery
2. Welcome Messaging
3. Creative
IF you do not show value, communicate tone, and set expectations on both sides, you lose 80% of your future
audience engagement and campaign results.
You Don’t Need to Design New Creative For Each Campaign
You Need to Refine Creative For Each New Campaign
We give you “The Promise”
If you can be experts and perfectionists with all of our industry best practices and studies, then you
shall have a strong email program.
You Have 3 Chances
You have 3 chances to set the relationship before you lose 80% of
your future email marketing performance.
Are you able to deliver on impulse?
Do you want to be delivering on impulse?
We cannot always live up the true expectations of everyone, yet we try.
So What’s Next?
Be Good at 3 Things
1. Delivery
2. Welcome Messaging
3. Creative
My Beliefs
Don’t Be Afraid to Fail
Come to Work Stupid
Do Your Best Work
