Is there still room for innovation in email marketing?
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Is there still room for Innovation in Email Marketing ? @thefrenchflo
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Transcript of Is there still room for innovation in email marketing?
Is there still room for Innovation
in Email Marketing?
@thefrenchflo
1994Do you remember the year 1994?
@thefrenchflo
1994Do you remember the year 1994?
@thefrenchflo
1994Birth of modernEmail Marketing
First true Email Marketing actions
@thefrenchflo
Before 1994: the ”Prehistory”
The first e-mail was sent between these two computers
1971
The word SPAM comes fromthe iconic Monty Python sketch
19781993
“QWERTYUIOP"
You can still access the world’s first website ever
1991
The first banner ad was run on HotWired.com
@thefrenchflo
In 1994
@thefrenchflo
E-mail marketing era 2003
From there, things evolved a lot
1994
E-commerce
1995
Today
20102000 20011999
Responsive designSpam FiltersA/B Testing1st Emailcampaigners
GROWTH
@thefrenchflo
But will it go on in the future?
Or have we reached the limits of Email Marketing?
@thefrenchflo
Can we replace Email Marketing?
@thefrenchflo
- Not expensive- Highly personalizable- Not perceived as intrusive
Needed Features
More expensive
Intrusive
Plain text
Volatile
Not enoughpersonalizable
Intrusive
Email vs…
@thefrenchflo
Can we do better ?
@thefrenchflo
This is what your efforts bring, on average
Openers(25%)
Clickers(6%)
Rendement
6%
Rendement
5,4%
Rendement
95%
@thefrenchflo
8 requirements for a future-proof Email Marketing
@thefrenchflo
We need…
A better way to manage
authorization
Spam filters
Opt-in/out
Other users
@thefrenchflo
We need…
@thefrenchflo
We need… A better way to targetPersona 2
Persona 1
Niche 1
Niche 2 Out of scope
@thefrenchflo
We need… A better way to target
WHO?WHAT?
WHY?HOW ?
SHIFT
Socio-demo
Lifestyle
Interest
Life Cycle
Behavior
Motivations
Triggers
Problems
Emotions
Priorities
SURFACE PROFOUND
@thefrenchflo
We need… A better way to target
WHO?WHAT?
WHY?HOW ?
SHIFT
SURFACE PROFOUND
@thefrenchflo
We need… A better way to target
SHIFT
PersonaPsychographic
Persona
@thefrenchflo
We need…
A better timing of our messages
@thefrenchflo
We need… a better timing of our messagesTrigger
Context
@thefrenchflo
We need… more Triggered Emails
@thefrenchflo
We need… more Triggered Emails
@thefrenchflo
We need… more Triggered Emails
@thefrenchflo
We need… more Triggered Emails
@thefrenchflo
We need… to rely on Context
@thefrenchflo
We need… to rely on Context
@thefrenchflo
We need… to rely on Context
@thefrenchflo
We need... a better way to personalize
@thefrenchflo
Context
We need... a better way to personalize
-50% Order Now!
Best Quality
Find Nearest
Shop
Automated Content
Management Platform
@thefrenchflo
We need…Unbiased A/B Testing
@thefrenchflo
We need…Je participe !
Unbiased A/B Testing
@thefrenchflo
We need… Unbiased A/B Testing
Random mutation
@thefrenchflo
We need… Unbiased A/B Testing
@thefrenchflo
Random mutation
Random mutation
We need…A better
integrationwith other channels
@thefrenchflo
We need… integration
Multi channel CRM
Better Segmentation
Better ROI
@thefrenchflo
We need…A
3rd Generation
of Email Marketers
@thefrenchflo
We need…
1. Pioneers2. Integrators3. Disruptors
@thefrenchflo
Together,let’s builda Future-
Proof Email Marketing
Other Innovation ideas?
@thefrenchflo
