email can launch customer obsession
TRANSCRIPT
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Consumer Marketing 2018
Shar VanBoskirk
Email Can Launch Customer Obsession
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▪ I know about aerodynamics and fluid dynamics
and how things move through the air, about the
certain size of rocket nozzles, and thrust, but
that’s not science, that’s just a formula.
▪ The earth is flat
▪ There’s no difference between science and
science fiction
Mike’s commonly held beliefs
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▪ Email marketing is just good for promotions
▪ Clicks and opens are the right metrics of
email marketing effectiveness
▪ Our emails are interactive
▪ Segmentation and dynamic content will
make email relevant
Other commonly held beliefs
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Source: Epsilon Q2 2017 Email Trends
Email performance hasn’t changed
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Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (part 2), 2016 and Forrester’s North American Consumer
Technographics Online Benchmark Survey (part 2), Q3 2012 (US, Canada)
You’ve had the same (lackluster) response to your emails for 6 years
9%
31%
34%
40%
41%
6%
28%
41%
40%
44%
I often buy things advertised to me through email
I often wonder how companies that send me email offeres got myname and email address
Most email ads I receive don't offer anything that interests me
I receive too many email offers and promotions
I delete most email advertising without reading it
“Which of the following statements about email marketing do you agree with?”
2012
2016
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Source: Forrester Email Marketing Assessment version 5.0
9 out of 10 email programs fail
Base: 100 email campaigns
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Why do we accept email’s poor
performance?
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Email marketing can be your
wedge into customer obsession.
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Customer led
Insights driven
Fast
Connected
Customer-obsessed operating principles
FROM
Customer aware
Data rich
Perfect
Siloed
TO
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Why email?
•Ingrained
•Inexpensive
•Intimate
•Adjustable
•Addressable
•Compliant*
Image credit: http://solopracticeuniversity.com
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Hack your email marketing
program.
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1) Make email more than just an
ad medium.
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Use email as a cross platform connector…
•AmEx identifies user by her
email address
•Recognizes an itinerary for
international travel from a
credit card purchase
•Automatically updates travel
notification for the card
•Keeps the user informed
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…A customer profile builder…
•Dutch hotel room
reseller HotelSpecials.nl
improved its conversion
rate by 152% by
curating offers based on
a 6 week email click
history.
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…A lab environment
•Ebay optimizes its
shopping and Pinterest
pages based on email
click behavior.
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2) Develop email as a digital
experience.
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Content
•Hotel Tonight
offers available
rooms with real
time pricing
based on
location at time of
email open
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Templates
•Mizuno developed an
email where users could
build their own baseball
glove and then buy or
share it, directly from
the email.
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Source: Rebelmail
• Interactivity directly
within an email enables
in-email commerce,
registration, collection of
feedback
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Experiences
•Dunkin Donuts recaps
satisfying brand
interactions through
“year in review” emails
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• Mobile email openers
can use virtual reality to
see how Wayfair
products will look in their
homes.
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3) Tenure your email team.
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• PicMonkeys seats every
employee next to a
person from a different
business function
• Starbucks uses Time
Limited Assignments
(TLAs) to reward and
educate employees and
expose them to
alternate functions
• Mastercard and Mars
use reverse mentoring
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Source: Forrester’s Forrester/Internet Retailer Q1 2017 Global B2B Buy-Side Online Survey
26%
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It’s time to work differently.
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Start with email marketing.