E-mail Marketing 1.0 was batch and blast. E-mail Marketing 2.0 – where we are now – is all about utilising Big Data to segment and target campaigns and use triggered e-mails based on subscriber behaviour. So what’s the next step for e-mail marketing? In his presentation, Dela talks about E-mail Marketing 3.0 and shows how smart marketers have started to move beyond purely reactive campaigns to a more proactive approach where e-mail is also used to create demand for your products and services. Find out how to leverage the power of e-mail within your own programme to make your subscribers more likely to pick your products and services than your competitors.
10. 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)
13. 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?
14. 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
19. Email 2.0 - Assumes all decision making
is rational and conscious
Email In The Future – Will recognise the
importance of unconscious decision
making
37. 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
38. Thank You & Stay in Touch
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
dela@alchemyworx.com
@Alchemyworx
@delaquist
Follow