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Email is dead.
long live email!
     Gabrielle Hase
  SheerLuxe Conference
What we’ll cover today

 •   Some basic truths
 •   Survey of interesting campaigns
 •   Best practice – what has changed?
 •   How email is social
 •   Five ways to spice it up




                                         2
Some basic truths

 • Email is still quite powerful
 • We’re sending – and receiving –
   more than ever
 • People open emails on their mobile
   phones
 • Emails last longer in people’s
   inboxes                         People view emails on their
                                   mobile phones
 • Bought lists don’t work         Source: MarketingSherpa




                                                           3
Survey of interesting campaigns




                                  4
Survey of interesting campaigns




                                  5
Survey of interesting campaigns




                                  6
Best practice – what has changed?

 • Free Shipping still
   works best




                                    7
Best practice – what has changed?

 • Free Shipping
   still works best
 • People open
   on weekends




                                    Source: Hubspot   8
Best practice – what has changed?

 • Free Shipping still
   works best
 • People open on
   weekends
 • People expect
   special treatment




                                    9
Best practice – what has changed?

 • Free Shipping still
   works best
 • People open on
   weekends
 • People expect special
   treatment
 • Frequency doesn’t
   matter if it’s relevant

                                    10
Email is social

 • Sharing
   emails isn’t
   prevalent
 • Demonstrate
   social
   presence
 • Still evolving



                    11
Five ways to spice it up

 1. Go mobile!

   mail opens on mobile
   devices increased by
   34% from April 2011
   through September
   2011 as compared to
   the previous six-month
   period.
   Source: HubSpot




                            12
Five ways to spice it up

 1. Go mobile.
 2. Go mobile but do
    it RIGHT!




                           13
Five ways to spice it up

 1. Go mobile (x2).
 3. Test channel
    specific
    behaviour.




                           14
Five ways to spice it up

 1. Go mobile.
 3. Test channel specific
    behaviour.
 4. Nail the personal
    factor.




                            15
Five ways to spice it up

 1. Go mobile.
 3. Test channel specific
    behaviour.
 4. Nail the personal factor.
 5. Make it entertaining!




                                16
Five ways to spice it up




                           17
Thank you!
gabrielle@soleberry.com
@SoleberryLtd
www.soleberry.com

+44 (0)7701 065174


                          18

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Email is Dead. Long Live Email!

  • 1. Email is dead. long live email! Gabrielle Hase SheerLuxe Conference
  • 2. What we’ll cover today • Some basic truths • Survey of interesting campaigns • Best practice – what has changed? • How email is social • Five ways to spice it up 2
  • 3. Some basic truths • Email is still quite powerful • We’re sending – and receiving – more than ever • People open emails on their mobile phones • Emails last longer in people’s inboxes People view emails on their mobile phones • Bought lists don’t work Source: MarketingSherpa 3
  • 4. Survey of interesting campaigns 4
  • 5. Survey of interesting campaigns 5
  • 6. Survey of interesting campaigns 6
  • 7. Best practice – what has changed? • Free Shipping still works best 7
  • 8. Best practice – what has changed? • Free Shipping still works best • People open on weekends Source: Hubspot 8
  • 9. Best practice – what has changed? • Free Shipping still works best • People open on weekends • People expect special treatment 9
  • 10. Best practice – what has changed? • Free Shipping still works best • People open on weekends • People expect special treatment • Frequency doesn’t matter if it’s relevant 10
  • 11. Email is social • Sharing emails isn’t prevalent • Demonstrate social presence • Still evolving 11
  • 12. Five ways to spice it up 1. Go mobile! mail opens on mobile devices increased by 34% from April 2011 through September 2011 as compared to the previous six-month period. Source: HubSpot 12
  • 13. Five ways to spice it up 1. Go mobile. 2. Go mobile but do it RIGHT! 13
  • 14. Five ways to spice it up 1. Go mobile (x2). 3. Test channel specific behaviour. 14
  • 15. Five ways to spice it up 1. Go mobile. 3. Test channel specific behaviour. 4. Nail the personal factor. 15
  • 16. Five ways to spice it up 1. Go mobile. 3. Test channel specific behaviour. 4. Nail the personal factor. 5. Make it entertaining! 16
  • 17. Five ways to spice it up 17

Hinweis der Redaktion

  1. mail opens on mobile devices increased by 34% from April 2011 through september 2011 as compared to the previous six-month period.