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The Power Of Email in The Age Of Content Marketing & Big Data
iLive 2014
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx
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Anyone Without An Email Address Is The Digital Equivalent of Homeless
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The Battle Of The Tech Titans
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Lets Play Pretend – Who Wins?
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Email Delivers More Interactions Than Any Other Channel
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Email Drives Clicks (Opportunities to Engage)
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Email Is Also About About The Top Of the Funnel
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There Are 2 Kinds Of Marketing
Demand Response Marketing(Giving You What I think You Want)
VDemand Generation Marketing
(Making You Want What I have)
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When It Comes To The Individual How Valuable Are Predictions
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We Know sending More Works But Don’t Ask Why?
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We Are Obsessed With How & What But With Email We Never Ask Why?
• Email 1.0 = How (deliverability)? How do I get in the inbox? How do I make my email look good on AOL?
• Email 2.0 – What (optimisation)? What's The best time to send email? What's the best subject line? What triggered programs should I use?
• The Future – Is About Why?
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How We make Decisions
System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a marvel, with some flaws
System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out.
If I say 2 plus 2, a number comes to your mind. That is System 1 working.
You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory.
If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2.
Thinking, Fast and Slow - By Daniel Kahneman
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Email Whether Personal Or work Related Is Everywhere
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Up Close, Personal & High Impact
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Familiarity Builds Trust
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Familiarity Builds Trust
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Email 2.0 - Assumes all decision making is rational and conscious
Email In The Future – Will recognise the importance of unconscious decision making
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Email Influences All Channels
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Email Influences All Channels
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Email Drives Sales In Other Channels
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Leveraging The Why
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The Nudge Effect
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The Nudge Effect Subject Lines Influence Non-Openers Too
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The Nudge Effect Subject Lines Influence Non-Openers Too
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Familiarity Breeds Trust & Trust Sells
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Familiarity Breeds Trust & Trust Sells
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Every Email You Send Is An Opportunity To Engage
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Further reading
Most popular articles:
FIVE reasons why open reach will revolutionise your email marketing
http://bit.ly/1g4VGe7
Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm
How to create emails that sell – even unopened http://bit.ly/1jGjbtI
Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ
Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs