Hello It's Me - The Adele Guide to Doing Email
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Transcript of Hello It's Me - The Adele Guide to Doing Email
![Page 1: Hello It's Me - The Adele Guide to Doing Email](https://reader031.fdocuments.in/reader031/viewer/2022021420/58a31b711a28ab1d068b64cf/html5/thumbnails/1.jpg)
HELLO, IT’S ME…THE ADELE GUIDE TO DOING EMAIL
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AND, I’M SO HOT RIGHT NOWHELLO, IT’S ME…ADELE
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ADELE = SO HOT RIGHT NOW
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SHE IS EVERYWHERE
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EMAIL IS TOORUMOR HAS IT,
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EMAIL DELIVERS THE HIGHEST ROI FOR MARKETERS
Source: VentureBeat
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REGARDLESS OF INDUSTRY
Source: GetResponse, 2016
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OR SURVEY
Source: Econsultancy, 2016
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ASSISTS OTHER CHANNEL INTERACTIONS
Source: Salesforce Marketing Cloud
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AND, INCREASES REVENUE OVER TIME
Source: Salesforce Marketing Cloud
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ARE WE SHIFTING ENOUGH BUDGET? MAYBE NOT.
Source: Econsultancy, 2016
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AND, MARKETERS BELIEVE THIS WILL CONTINUE
Source: Litmus, 8 Trends That Will Define the Future of Email Marketing
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AND CONSUMERS DIG ME TOOHELLO, IT’S ME…EMAIL
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4.1 billion email accounts across the globe
Source: Radicati Group, 2015
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CONSUMERS DIG EMAIL TOO
Source: Litmus, 8 Trends That Will Define the Future of Email Marketing
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CONSUMERS DIG EMAIL TOO
Source: Litmus, 8 Trends That Will Define the Future of Email Marketing
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EMAIL PREFERENCE COMPARED TO OTHER CHANNELS
Source: MarketingSherpa
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MILLENNIALS DIG EMAIL TOOWHEN WE WERE YOUNG…
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YEAH, EMAIL & MILLENNIALS SITTING IN A TREE
Source: Litmus, 8 Trends That Will Define the Future of Email Marketing
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IN WEIRD WAYS ̄ \_( )_/ ̄CRAZY FOR YOU…BUT,
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WE READ EMAIL EVERYWHERE
Source: Adobe, 2015
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AND, I MEAN EVERYWHERE
Source: Adobe, 2015
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MOBILE FIRST
Source: Litmus, 2016
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MOBILE FIRST
Source: Litmus, 2016
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AS FAR AS THE MEDIA IS CONCERNEDWATER UNDER THE BRIDGE
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JUST TWO YEARS AGO…THAT WAS A MILLION YEARS AGO
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BUT, NOW…
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WE SUCK AT EMAILRUMOR HAS IT,
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78% of email is spam
Source: The Economics of Spam
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94 billion spam messages per day
Source: The Economics of Spam
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$20 billion cost to the global economy
Source: The Economics of Spam
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Email is the office memo turned cancerous,
extended to home and everyday life.
“
Don Norman, interaction design expert
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ARE WE REALLY TRYING THAT HARD?
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YOU JUST USED HALF THE SCREEN
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UMMM, SUBJECT LINE & WHERE DO I CLICK?
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SHARING TESTING IS CARING
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WHAT THE WHAT?
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NOTHINGNESS
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SUBJECT LINE #FAIL
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URL CRAZINESS
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CAN YOU READ THIS?
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YEAH, NEITHER CAN I
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I MEAN, COME ON!!!!
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WE DON’T WANT TO TALK TO YOU, BUT WE REALLY DO
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OK, SO WE SUCK.
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#adeleguidetoemailMAKE US FEEL THE EMAIL LOVE AGAIN
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HELLO, IT’S ME…#ADELEGUIDETOEMAIL
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ALWAYS SAY HELLO
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4x higher open
rate
Source: Emma, 2015
5x higher click
through rate
THE STATS SPEAK FOR THEMSELVES
33% increase in long-term
engagement
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Source: Emma, 2015
THIS ISN’T ROCKET SCIENCE, BUT…
57.7% of companies send a
welcome email to subscribers
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Source: Experian, 2015
Real-time welcome emails see
10x more than the transaction rates and revenue
per email over batched welcome mailings
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SAY HELLO
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HELP ME GET STARTED
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TELL ME THE NEXT STEP
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SHOW ME HOW TO DO BUSINESS WITH YOU
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OFFERS CAN BE GOOD, BUT BE CAREFUL
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GET PERSONAL#ADELEGUIDETOEMAIL
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IF ADELE CAN GET PERSONAL, YOU CAN TOO
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SEGMENTED CAMPAIGNS CAN DRIVE A 760% INCREASE IN REVENUE
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PERSONALIZATION INCREASES OPEN RATES BY 26%
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HAVE DATA, WILL USE IT
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TRIGGERS BASED ON DATA / THE WELCOME
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TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT
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TRIGGERS BASED ON DATA / BIRTHDAY OR EVENT
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TRIGGERS BASED ON DATA / PURCHASE INTENT
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TRIGGERS BASED ON DATA / PURCHASE HISTORY
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TRIGGERS BASED ON DATA / WEATHER
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TRIGGERS BASED ON DATA / DYNAMIC
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TRIGGERS BASED ON DATA / ONBOARDING AKA MAKE ME LOVE YOU
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TRIGGERS BASED ON DATA / TRANSACTIONAL
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TRANSACTIONAL EMAILS MATTER
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ALWAYS GIVE ME MORE
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ALWAYS GIVE ME MORE
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ALWAYS GIVE ME MORE
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ALWAYS GIVE ME MORE, INCLUDING MINI HORSES
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OH, YOU FANCY, HUH?#ADELEGUIDETOEMAIL
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ADELE LIKES NICE THINGS, YOUR EMAILS SHOULD TOO
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I see interactive as a huge shift in email development. Early analytics have shown far greater engagement from users who receive
interactive messages.
“
Mark Robbins, Email Developer, Rebelmail
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LEVERAGE DYNAMIC CONTENT
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REAL-TIME / CONVERSATIONAL DATA
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DUDE, GIFS FTW
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“MAILABLE MICROSITES” VIA @CHADSWHITE
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BE UBIQUITOUS#ADELEGUIDETOEMAIL
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“THE THUMB IS KING”
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SINGLE COLUMN “SKINNY” LAYOUTS.
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SINGLE COLUMN “SKINNY” LAYOUTS.
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FONTS & BUTTONS, OH MY!
>
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FONTS
Headlines 30px+
Body copy 16px+
Minimum 13px
Because Apple Yo
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BUTTONS
Buttons 44 x 44 points
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GET TO THE POINT
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LET IMAGES DO THE TALKING
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FOR THE LOVE OF ALL THINGS HOLY, ELIMINATE CLICK HERE
X
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PREHEADERS FOR EVERYONE
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TIM JUST MADE TEXT RELEVANT
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NEED INSPIRATION?
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TOOLS FOR PORTABILITY
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LITMUS DEMO
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BE REAL#ADELEGUIDETOEMAIL
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BE REAL
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STUFF HAPPENS: ACKNOWLEDGE & MOVE ON
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JUST SAY SORRY
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JUST SAY SORRY
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SPEAK LIKE A HUMAN BEING (SAY THAT SLOWLY FOR DRAMATIC EFFECT)
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ASK AND YOU SHALL RECEIVE
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TELL YOU WHEN I WANT IT
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GIVE ME REASONS TO SAY HELLO
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IF YOU MISS ME, SAY HELLO IT’S ME AGAIN
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LET’S GET ENGAGED AGAIN, BUT DON’T EVER STOP EMAILING THEM.
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IF I WANT OUT, MAKE IT EASY
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GIVE ME REASONS TO STAY
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IF ALL ELSE FAILS, JUST COPY ADELE.#ADELEGUIDETOEMAIL
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IF ALL ELSE FAILS, JUST COPY ADELE
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LET’S RECAP#ADELEGUIDETOEMAIL
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HELLO, IT’S ME…
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HELLO, IT’S ME…
GET PERSONAL
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HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
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HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
OH, YOU FANCY, HUH?
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HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
BE REAL
OH, YOU FANCY, HUH?
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HELLO, IT’S ME…
GET PERSONAL
BE UBIQUITOUS
BE REAL
IF ALL ELSE FAILS, JUST COPY EVERYONE ELSE
OH, YOU FANCY, HUH?
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BUT, WHY DO EMAIL LIKE ADELE?Four reasons…
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ENGAGEMENT MATTERS#1
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We do not use clicks as a measure of engagement.
We track replies, moves, mark not as junk, delete without open.
Email Experience Counsel, 2015
“
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Engagement is measured at the subscriber-level and based on metrics we aren’t tracking.
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THE FUTURE MATTERS#2
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GOOGLE’S PONY EXPRESS
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THE INBOX IS THE CART
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We won’t be able to take advantage of email’s future if we’ve screwed up its past.
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FAMILIARITY RULES.#3
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The Inbox is the one digital place everyone understands.
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BECAUSE YOU WANT YOUR EMAILS TO BE JUST AS AWESOME AS…
#4
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ADELE.
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www.barberandhewitt.com [email protected] Los Angeles, CA
THANKS. QUESTIONS / COMMENTS.
April 13, 2016 v1
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SOURCES• Smart Insights - http://www.smartinsights.com/wp-content/uploads/
2013/06/emailInfographic-EvolutionofEmail.jpg
• Symantec - http://www.symantec.com/about/news/release/article.jsp?prid=20110125_01
• LinkedIn - https://www.linkedin.com/today/post/article/20131212125736-1816165-the-new-four-ps-everything-you-need-to-know-about-your-customers?trk=mp-reader-card
• MailChimp - http://blog.mailchimp.com/how-gmail-tabs-affect-your-email-marketing-an-update/
• Huffington Post - http://www.huffingtonpost.com/2012/08/08/cost-of-spam_n_1757726.html
• Email Marketing Rules - http://www.emailmarketingrules.com/jcpenneys-mobile-aware-email-makeover/
• Teach to Fish Digital - http://teachtofishdigital.com/email-mobile-social/
• Mashable - http://mashable.com/2012/09/20/evolution-email/
• Mashable - http://mashable.com/2011/01/26/e-mail-facts/
• Candicreate - https://twitter.com/candicreate/status/446841800439787521
• Think with Google - http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
• Smart Insights / Gartner - http://www.smartinsights.com/wp-content/uploads/2013/10/digital-marketing-hype-cycle.png
• MailChimp - http://blog.mailchimp.com/a-purchased-list-is-a-dead-list/
• Really Good Emails - www.reallygoodemails.com
• Denver Post - http://www.denverpost.com/Business/ci_27174618/Taming-the-deluge-of-holiday-sales-emails-is-part-art-science
• ExactTarget - https://secure.sfdcstatic.com/assets/pdf/datasheets/mc_2015stateofmarketing.pdf
• VentureBeat - http://venturebeat.com/2015/03/05/why-email-marketing-is-still-in-style-and-thriving/
• Adobe - https://blogs.adobe.com/conversations/2015/08/email.html
• Campaign Monitor - ://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/