defining engagement - the problem with opens and clicks
DESCRIPTION
Presented at Email-Expo, Frankfurt, May 2014TRANSCRIPT
Defining Engagement – The Problem
With Open & Click Rates
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist & @alchemyworx
Why You Should Listen To Me?
On The Other Hand……
The Nudge Effect
4x More Email sent every day than ALL Search, Social Media updates, and Web Page views COMBINED
Anyone Without An Email Address Is The Digital
Equivalent of Homeless
Email’s Image Is Overwhelmingly
Negative
Email Marketers Are Technocrats
There Are 2 Kinds Of Marketing
Demand Response Marketing
(Giving You What I think You Want)
V
Demand Generation Marketing
(Making You Want What I have)
Lets Play Pretend – Who Wins?
We Know sending More
Works But Don’t Ask Why?
We Are Obsessed With How & What But With Email
We Never Ask Why?
• Email 1.0 = How (deliverability)? How do I get in the inbox?
How do I make my email look good on AOL?
• Email 2.0 – What (optimisation)? What's The best time to send email?
What's the best subject line?
What triggered programs should I use?
• The Future – Is About Why?
How We make Decisions
System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a marvel, with some flaws
System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out.
If I say 2 plus 2, a number comes to your mind. That is System 1 working.
You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory.
If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2.
Thinking, Fast and Slow - By Daniel Kahneman
Email Whether Personal Or work Related Is
Everywhere
Up Close, Personal & High Impact
Familiarity Builds Trust
Familiarity Builds Trust
Email 2.0 - Assumes all decision making
is rational and conscious
Email In The Future – Will recognise the
importance of unconscious decision
making
Leveraging The Why
Email Influences All Channels
Email Influences All Channels
Email Influences All Channels
Familiarity Breeds Trust & Trust Sells
Familiarity Breeds Trust & Trust Sells
Email Drives Sales In Other
Channels
The Nudge Effect Subject Lines
Influence Non-Openers Too
The Nudge Effect Subject Lines
Influence Non-Openers Too
High Open Rates = Low Volumes
Source: EDS Analyst
The Open Rate Paradox
Data from EDS Analyst
Pain v Gain
Data from EDS Analyst
Every Email You Send Is An Opportunity To
Engage
http://bit.ly/AWEngage
The Battle Of The Tech Titans
Email Is Google’s Chosen Weapon
Email Is Google’s Chosen Weapon
Further reading
Most popular articles:
FIVE reasons why open reach will revolutionise your email
marketing
http://bit.ly/1g4VGe7
Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm
How to create emails that sell – even unopened http://bit.ly/1jGjbtI
Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ
Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs
Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
@Alchemyworx
@delaquist
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How We Feel About Email Not Driven By Frequency