PostCon: Email Part 8- 10 Cool Ideas to Test or Steal
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Transcript of PostCon: Email Part 8- 10 Cool Ideas to Test or Steal
10/16/2013
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10 Cool Ideas to Test or Steal
Stephanie Miller
VP, Member Engagement
DMA
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10 Cool Ideas
1. Be shocking.
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Tourettes Action Fools the Spam Filter
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Let the Copy do the Talking.
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all things.
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61% Click Increase!
Was it the “skinny” mobile design?
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Take 2!
Clicks were exactly the same on both
versions.
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Beware the Trap of “Known Truths”
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all things.
3. Send a welcome series.
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Zulily Welcome Series
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Welcome Messages Work!
11Source: DMA Statistical Fact Book 2013 Contact smiller@the‐dma.org for a copy.
Welcome Message Power!
• Immediate gratification
• Whitelisting opportunity
• ISP reputation value
• Sets expectations with subscribers
• List hygiene issues raised
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online data.
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Great Examples of Out‐of‐Inbox Triggers to Email Marketing….
• Pre and Post hotel stay and airline journey
• Pre and Post webinar or event attendance
• Post whitepaper download, “Thanks for reading”
• Any in‐store retail or wireless purchase
• Response to display ads, Meaningful sessions on the website, Visit to partner websites
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Welcome Back, Active
Checker‐In!
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DOI Data Is Perfect. Right?!
• 100% Double Opt In
• 1,000 Invalid Confirmation Message a DAY
• Sources with 2‐5% undeliverable
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10 Cool Ideas
1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online data.
5. Celebrate your best customers.
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Make Collection of Email #1
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Content Rules.
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Social & Email Practices
20Source: DMA Statistical Fact Book 2013 Contact smiller@the dma org for a copy
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Never Assume SWYN
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10 Cool Ideas1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online data.
5. Celebrate your best customers.
6. Don’t be so serious.
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Don’t be So Darn Serious.
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10 Cool Ideas1. Be shocking.
2. Don’t believe your test results. Be data‐driven in all things.
3. Send a welcome series.
4. Keep your data clean. Combine offline and online data.
5. Celebrate your best customers.
6. Don’t be so serious.
7. Personalize.
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Stop Selling, Already. Be Human.
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Personalize
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Increase In Repeat Visits/Purchases
Highest Engagement Rates
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Personalization – Test It!
27Source: DMA Statistical Fact Book 2013 Contact smiller@the dma org for a copy
10 Cool Ideas1. Be shocking.2. Don’t believe your test results. Be data‐driven in
all things.3. Send a welcome series.4. Keep your data clean. Combine offline and online
data.5. Celebrate your best customers.6. Don’t be so serious.7. Personalize.8. Hype the Holidays.
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Hype the Holidays
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Permeate the Season
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Choice: By the Piece
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10 Cool Ideas1. Be shocking.2. Don’t believe your test results. Be data‐driven in all
things.3. Send a welcome series.4. Keep your data clean. Combine offline and online data.5. Celebrate your best customers.6. Don’t be so serious.7. Personalize.8. Hype the Holidays.9. Invest in your people
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Your Most Significant Competitive Advantage is your
People.
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10 Cool Ideas1. Be shocking.2. Don’t believe your test results. Be data‐driven in all things.3. Send a welcome series.4. Keep your data clean. Combine offline and online data.5. Celebrate your best customers.6. Don’t be so serious.7. Personalize.8. Hype the Holidays.9. Invest in your people10. Ignore everything you heard in this workshop.
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Resources/Inspiration
• DMA Advance Blog
• Email Experience Council
• Only Influencers (Membership Required)
• Why Email Rocks! From Mark Brownlow
• Exact Target Swipe Files
• Alchemy Worx Blog
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