Email: Why You Can't Ignore It
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Email: It’s So Not Over eTourism Summit
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Lorna Shepard, Noble's strategic planning director, gives a brief presentation at the e-Tourism Summit (http://www.etourismsummit.com/) on why email remains relevant in 2014.
Transcript of Email: Why You Can't Ignore It
Email: It’s So Not OvereTourism Summit
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Noble Clients
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Email Still Rocks
Why email is still relevant
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You can’t sign up for anything online without an email address.
Americans 3.5x more likely to find life hard without email than without social
media.
28% of the average workweek is spent with email.
Email consumption rates continue to rise, driven by mobile.
“Dark social” sharing. McKinsey Global Institute, The Social Economy, July 2012BRW How ‘dark social’ sharing could… May 2014
Pew Research Internet Project, February 2014
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Email works across the buyer’s journey
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89,000,000,000Spam messages last week across the globe
of US email is spam
Trend Micro Global Spam Map
42%
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Canada Anti-Spam Legislation(CASL)
Encompasses email, SMS andsocial media messaging.
New in 2014 for real in 2017
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4 Things to Keep Top-of-Mind:
1. Consent
2. Unsubscribe mechanism
3. Identification
4. Information storage and documentation
New in 2014 for real in 2017
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If you’re following current email best practices,you’re already probably 95% compliant with CASL.
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The ESPs aren’t waiting
Mark spam + instant unsubscribe
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Moving promotional emails out of the Inbox
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Layered sender reputation data
Internet InboundMail Server
Pass/fail
Inbox
Junk E-mail
Quarantine
Block/Delete
Sender
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Layered sender reputation data
ReputationData
Inbox
Junk E-mail
Quarantine
Block/Delete
Internet InboundMail Server
Pass/fail
Sender
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The Effects
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So what can a marketer do?
Database - Keep the house cleanBuild and maintain a powerful database
Engagement - Focus on your relationshipEngage subscribers with great content, at the right time and in the right format
Optimize - Pay attention to the detailsListen to your subscribers’ behavior and continually optimize
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Garbage in. Garbage out.
Database – Keep the house cleanProperly set-up and manage your email marketing database for sustainable high performance.
• Focus on deliverability and NOT list size: Are subscribers actually receiving your emails?
• Avoid blacklists and spam traps: Keep your list clean to protect your sender reputation.
• Manage list churn: What % of your database hasn’t opened an email in 12 months?
• Ask the right questions: Get the information you need to personalize messaging.
The importance of your database
Cool for the gents Cool for the ladies Cool for both
There is 4x the amount of spam in an email inbox as desirable email.
Your customers have no patience for poor messaging.
Engagement – Focus on your relationship
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Define a strategyWin back dissatisfied or unengaged customers, Increase site visits, Make a purchase
Timing is everythingSend emails based on behavioral triggers and campaign integration.
Content is kingIt’s true on the Web and even more true in email.
Engagement – Focus on your relationship
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Don’t forget your landing pageAn email is only as good as its landing page
Form mattersDigital is becoming an increasingly mobile channel.
Engagement – Focus on your relationship
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65% of emails are read on a mobile device.
42% of your customersread your emails onthe toilet!
Mobile First
Venturebeat: http://venturebeat.com/2014/01/22/65-of-all-email-gets-opened-first-on-a-mobile-device-and-thats-great-news-for-marketers/http://socialtimes.com/two-thirds-americans-take-smartphones-bathroom-infographic_b200869
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Responsive = Awesome
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Optimize – Pay attention to the details
AcquisitionDelivered, Open, Click
OutcomeConversion Rate
Profitability
BehaviorBounce Rate CartEngagement Rate
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AVOID Subject lines: Free, Help, Percent Off, Reminder, ALL
CAPS!!!!!!!!
Immediate welcome or thank you confirmation (double opt in)
In your next email: give something to get something
Run a 12 month report: see who hasn’t opened a single one of your
emails
• Make it easy for subscribers to update their information
Reject malformed addresses ([email protected])
And role level addresses ([email protected])
Easy stuff you can do tomorrow
50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com
Thank you.
