bringing personality to your email marketing #seslon @kelvinnewman
TRANSCRIPT
London • 10–13 February 2014 • #SESLON @SESConf
Bringing personality to your Email MarketingKelvin Newman Rough Agenda Managing Director
Rough Agenda... !
Helping digital marketers meet, learn and do their job a little better
brightonSEO.CONTENT
MARKETING SHOW
MeasureFest
BiddableWorldCompletely
Email AffiliateHuddle
London | 10–13 February 2014 | #SESLON | @SESConf
@kelvinnewman
The business was built with two channels
!
Twitter & Email
London | 10–13 February 2014 | #SESLON | @SESConf
@kelvinnewman
The fundamentalsWe all know this but it is worth repeating
What motivates you
create an email?
www.flickr.com/photos/jdhancock/
London | 10–13 February 2014 | #SESLON | @SESConf
what customers
want
what you
want to tell them
London | 10–13 February 2014 | #SESLON | @SESConf
what customers
want
what you
want to tell them
London | 10–13 February 2014 | #SESLON | @SESConf
We all know it, but never forget it
www.flickr.com/photos/jdhancock/
London | 10–13 February 2014 | #SESLON | @SESConf
The importance of personality in email
marketing
London | 10–13 February 2014 | #SESLON | @SESConf
London | 10–13 February 2014 | #SESLON | @SESConf
Hands up who wants more email?
London | 10–13 February 2014 | #SESLON | @SESConf
Supply is ∞ !
Demand ≠ Supply
Gestalt Effect
www.flickr.com/photos/jdhancock/
London | 10–13 February 2014 | #SESLON | @SESConf
Your Inbox
London | 10–13 February 2014 | #SESLON | @SESConf
Personality makes your content stand outPersonality is the best way for your email to get noticed
www.flickr.com/photos/jdhancock/
London | 10–13 February 2014 | #SESLON | @SESConf
design content
London | 10–13 February 2014 | #SESLON | @SESConf
Personality is good
via https://twitter.com/iamelliot
London | 10–13 February 2014 | #SESLON | @SESConf
But you can have ‘too much’
via https://twitter.com/hollybrocks
London | 10–13 February 2014 | #SESLON | @SESConf
Knowing what you aren’t it often easier to define
than what you are
London | 10–13 February 2014 | #SESLON | @SESConf
Inclusive Surprising Involved
Agile
Corporate Obvious Serious Neutral
London | 10–13 February 2014 | #SESLON | @SESConf
Five general rules
London | 10–13 February 2014 | #SESLON | @SESConf
www.flickr.com/photos/jdhancock/
A real person is always better than a company
www.flickr.com/photos/jdhancock/
nothing says “I care” like
www.flickr.com/photos/jdhancock/
Surprise is good
www.flickr.com/photos/jdhancock/
Where might your subscribers
be surprised to
see your personality?
www.flickr.com/photos/jdhancock/
If it doesn’t work in plain text, it doesn’t work
www.flickr.com/photos/jdhancock/
If you’re competitor could have sent the same email
you’ve failed
www.flickr.com/photos/jdhancock/
Talk about Benefits not Features
http://www.useronboard.com/features-vs-benefits/
London | 10–13 February 2014 | #SESLON | @SESConf
@kelvinnewman
tl;dr !
email really matters but it’s hard to stand out, one of the easiest ways to get noticed
is by being different to everyone else