Data.com Connect Presents: Michael Kelly - What Switching Your Email Service Provider Won’t Fix

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What Switching Your Email Service Provider Won’t Fix

Michael Kelly Email Marketing Expert, Co-Founder of ClickMail Marketing [email protected] @ClickMail www.clickmaill.com 650-504-1029


Session Speaker

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@clickmail www.clickmail.com

•  19 years selling in the permission-‐based email industry

•  Speaker at numerous ESP user conferences around the US, as well as at regional DMA, and naBonal industry events

•  Past adjunct faculty @ USF Master’s CerBficate course in Advanced Email MarkeBng (www.usanfranonline.com)

ClickMail Marke+ng is an award-‐winning Email Technology and ESP SoluBons Provider; a Gold Sponsor of the EEC (Email Experience Council), and is on faculty with ASM (AssociaBon of Strategic MarkeBng). ClickMail is also a

PlaBnum-‐cerBfied Partner of the Salesforce MarkeBng-‐ Cloud, and a vendor to Salesforce/Data.com Contact Info: [email protected] 650-‐504-‐1029

Michael Kelly Co-‐founder &

Business Development ClickMail Marke+ng


What switching your ESP WON’T fix…

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Deliverability

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WHAT??? •  Isn’t that the main driver to switch ESPs?

•  NO. Actually, primary reason for most who switch is ‘lack of customer service’

•  Virtually every ESP in the marketplace can attain excellent deliverability – or they wouldn’t remain viable

•  The issue is more complex; sending is easy, delivering isn’t, and good inbox placement is not an accident

•  The problems that caused deliverability challenges with your current ESP are almost certainly of your making… AND will recur if you don’t change your internal practices


Switching email service providers will not fix deliverability problems

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Switching email service providers will not fix deliverability problems.

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Mobile user-experience

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2014 stats are in – mobile opens across all industries are officially brushing up against the 50% threshold (already at 70% for retail!)

•  Emails that are not mobile-optimized will be deleted unread by appr 70% of your mobile audience

•  About 20% of your mobile audience will actually unsubscribe (or worse, report as spam)

•  Marketers don’t get to decide if they are sending ‘mobile email’, your subscribers determine that by the device they use to open your message

•  Mobile-optimized email is not a ‘click the mobile button’ type of fix; it requires specific html coding (responsive design is one, even simply using thumb-sized buttons in a single column format can help)


Mobile

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Switching email service providers will not fix mobile email problems

•  How should this render on a mobile device?

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Switching email service providers will not fix mobile email problems

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Unless your ESP does not support the code used in responsive design, the choice between these experiences is about your dev crea?ve team, not your ESP.


Appropriate Preference Pages/Profile Centers

Why does this matter?

To get good inbox placement, one needs an engaged audience – how does this happen?

•  Must be producing content containing value •  Value comes from relevance •  Relevance comes from interest •  Interest is established by one of 3 ways:

•  Self-select •  Demonstrate behaviorally •  Guessing/Hunches

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Making data clean up after itself

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•  Content is King, Data is Emperor •  Data-driven marketing is the best opportunity to

create separation between you and your competition •  List sanitization – validation services; is an address

deliverable? •  Data hygiene – deduping, error free, logic •  Audience – what about ‘screamers’? •  Data integrity – needs carbon-based-units to check sanity


Switching email service providers will not fix data problems

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They know where Grant lives. They know every flight Grant has ever taken on their airline. Hint: it is none of these ci?es. Such a fail on such a fundamental.


Switching email service providers will not fix data problems

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Yes, Grant does fly out of Milwaukee. Thank you for seeing him.


Unrealistic Expectations

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Somehow (magical thinking, maybe?) – your content will become valued and sought after… If your email program doesn’t do at least one of the following well (deliver VALUE), you probably shouldn’t be using email as a channel:

•  Save money or time •  Educate •  Entertain •  Aggregate relevant information •  Provide special access •  Deliver information not available elsewhere


Switching email service providers will not fix engagement problems

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Switching email service providers will not fix engagement problems

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Here is a message that contains a great deal of content without it being way too much like the last email. Succinct copy, clear calls to ac?on. Cleanly organized. Easy to scan and act. Not overwhelming.


Switching email service providers will not fix unrealis?c expecta?ons

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Send me the same message over and over again? Heck yeah it is in the spam folder. Send something that looks spammy? Same thing. This isn’t the ESP’s fault, it is your content.



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No ESP is going to be able to get emails delivered, opened, and clicked with this kind of content, no segmenta?on, and a less than explicit opt-‐in.



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A known, trusted brand with an explicit opt-‐in process and segmenta?on that sends the right message to the right person fairs much, much bePer. 34x bePer


•  Your data has a story to tell you – do you have a translator?

•  Data visualization matters – a human brain can process imagery 60,000X faster than alpha/numerics

•  Business Intelligence enables optimal ROI by giving meaning to analysis – as compared to relying on interpreting metrics

•  Even better is when multiple data sources can be blended in with email performance!

Provide (integrated-actionable) Analytics

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In Closing…

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It is important to realize that selecting the right/best ESP is NOT a panacea for curing all that may be wrong about your existing platform, and the way you are currently using it. Other considerations that switching ESPs won’t cure include:

•  Content and segmentation strategy •  Going cross-channel (social, SMS/text, In-app) •  Automating programs (welcome series, re-engagement,

cart abandon, etc) •  Integrating to your current (and planned) technology stack

(CRM, eCommerce, Social, Web Analytics, CMS)

You’ll have to catch us at the next ConnectCon event!


Thank You!

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Michael Kelly

Co-‐founder, Business Development ClickMail.com

@clickmail

Resources: TEXT: (650)504-‐1029; include ‘PPT’, name, email address www.ESPselector.com (or search ‘ESPinator’) ‘The Whitelist’ Blog: www.clickmail.com/whitelist


Thank You Thank You Thank You

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Data.com Connect Presents: Michael Kelly - What Switching Your Email Service Provider Won’t Fix

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Transcript of Data.com Connect Presents: Michael Kelly - What Switching Your Email Service Provider Won’t Fix