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Beyond the Norm: Email and the Innovation Ethos

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Assumptions, acceptance of norms and bad best practices all conspire to keep email marketers tied to past practices. In this keynote, Kath Pay, CEO at Holistic Email Marketing, challenges you to begin to question all of these and inspires and equips you with a desire to innovate.

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Beyond the Norm: Email & the Innovation Ethos Kath Pay, CEO Holistic Email Marketing
Beyond the Norm: Email and the Innovation Ethos
"Twenty years from now you will be more disappointed by the things you didn't do than by the ones you did. So throw off the bowlines, sail away from the safe harbor, catch the trade winds in your sails. Explore. Dream. Discover. Mark Twain
KATH PAY CEO, Holistic Email Marketing Consultant Trainer Speaker Innovator Questioner-of-norms Shaker-uperer.
Beyond the Norm: Email and the Innovation Ethos
Norm: Respect the 河顎艶顎艶
Email has lots of norms which we dont question
Email Marketing is hard!
But the reward is there. 2017 贈32.28 for every 贈1 spent 2018 贈42 for every 贈1 spent DMA UK Email Marketing Tracker 2016 贈30.03 for every 贈1 spent
It can feel like because email delivers the goods, that were just on a conveyor belt
Too often were stuck in a rut
We also live with a lot of fears
We live in fear of. Unsubscribes Penalties Being called a Spammer Being Blacklisted Sending the wrong email to the wrong person And many, many more So we take the safe route and follow the Best Practices decreed
Email is under resourced, underbudgeted and under-appreciated
So we look for the silver bullets to make our life easier
4 kinds of Best Practices that well . arent
Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once. No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement. Edward de Bono, The Use of Lateral Thinking
Beyond the Norm: Email and the Innovation Ethos
1. The everybody-else-does-it best practice
Less is more <=>
B2B B2C Based on actual client data Revenue Audience size 20,000 3,000,000 Subscriber Monthly value (4/mth) $ 100 $ 7 Subscriber Monthly value (8/mth) $ 300 $ 9 Additional value $ 200 $ 2 New revenue per month $ 4,000,000 $ 6,000,000 Unsubscribes Monthly unsubscribe volume (4/mth) 60 12,000 Monthly unsubscribe volume (8/mth) 120 24,000 Subscribers lost (8/mth-4/mth) 60 12,000 Lost value per month $ 6,000 $ 84,000 Profit $ 3,994,000 $ 5,916,000 Cost of preventing 1 unsubscribe $ 66,567 $ 493 http://www.alchemyworx.com/emailworx/2014/strategy/is-this-common-best-practice-costing-your-e mail-program-millions
2. The self-serving best practice
Delete your inactive subscribers to maintain list quality.
DMA UK Consumer Email Tracker
3. Logical practices arent always right
"Getting into the gmail primary tab is our goal for all gmail users"
4. The archaic best practice, once important but now irrelevant
Short subject lines work best for everyoneall the time
www.edatasource.com
Innovate your mindset & begin to think outside the box
Beyond the Norm: Email and the Innovation Ethos
Lateral thinking involves standing back, looking at the big picture and understanding concepts. It requires you to focus on the parts that have perhaps been overlooked, challenging assumptions and seeking alternatives.
Ask the right questions
What works for the person youre imitating may not work for you Jimmy Connors
Lets put marketing back into email marketing
3 examples of how to BE innovative in email marketing
BE excited about gaining permission
Web forms generate 72% of all database signups, but only 50% of email marketers own webforms Email Marketing Personalisation Report
Be focused on your objectives at all times
Words and names matter Source: Google Trends. Search Terms Marketing Automation (Blue) vs Lifecycle Marketing (Red) Worldwide, 5 years
Stay focused on your objective Source: Google Trends. Search Terms Welcome Program (Blue) vs First Purchase Program (Red) USA, 5 years
BE a successful marketer by optimizing for success
Define your success metric using your own data Top 10 campaigns using Open Rate as the success metric potentially optimizing for the wrong results. Top 10 campaigns using Click Through Rate as the success metric Your success metric should always support your objective
Are you ready to innovate, question the accepted norms and shake things up?
Kath Pay Founder & CEO Holistic Email Marketing Thank you!

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Beyond the Norm: Email and the Innovation Ethos

  • 1. Beyond the Norm: Email & the Innovation Ethos Kath Pay, CEO Holistic Email Marketing
  • 3. "Twenty years from now you will be more disappointed by the things you didn't do than by the ones you did. So throw off the bowlines, sail away from the safe harbor, catch the trade winds in your sails. Explore. Dream. Discover. Mark Twain
  • 4. KATH PAY CEO, Holistic Email Marketing Consultant Trainer Speaker Innovator Questioner-of-norms Shaker-uperer.
  • 6. Norm: Respect the 河顎艶顎艶
  • 7. Email has lots of norms which we dont question
  • 9. But the reward is there. 2017 贈32.28 for every 贈1 spent 2018 贈42 for every 贈1 spent DMA UK Email Marketing Tracker 2016 贈30.03 for every 贈1 spent
  • 10. It can feel like because email delivers the goods, that were just on a conveyor belt
  • 11. Too often were stuck in a rut
  • 12. We also live with a lot of fears
  • 13. We live in fear of. Unsubscribes Penalties Being called a Spammer Being Blacklisted Sending the wrong email to the wrong person And many, many more So we take the safe route and follow the Best Practices decreed
  • 14. Email is under resourced, underbudgeted and under-appreciated
  • 15. So we look for the silver bullets to make our life easier
  • 16. 4 kinds of Best Practices that well . arent
  • 17. Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once. No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement. Edward de Bono, The Use of Lateral Thinking
  • 21. B2B B2C Based on actual client data Revenue Audience size 20,000 3,000,000 Subscriber Monthly value (4/mth) $ 100 $ 7 Subscriber Monthly value (8/mth) $ 300 $ 9 Additional value $ 200 $ 2 New revenue per month $ 4,000,000 $ 6,000,000 Unsubscribes Monthly unsubscribe volume (4/mth) 60 12,000 Monthly unsubscribe volume (8/mth) 120 24,000 Subscribers lost (8/mth-4/mth) 60 12,000 Lost value per month $ 6,000 $ 84,000 Profit $ 3,994,000 $ 5,916,000 Cost of preventing 1 unsubscribe $ 66,567 $ 493 http://www.alchemyworx.com/emailworx/2014/strategy/is-this-common-best-practice-costing-your-e mail-program-millions
  • 22. 2. The self-serving best practice
  • 23. Delete your inactive subscribers to maintain list quality.
  • 24. DMA UK Consumer Email Tracker
  • 26. "Getting into the gmail primary tab is our goal for all gmail users"
  • 27. 4. The archaic best practice, once important but now irrelevant
  • 28. Short subject lines work best for everyoneall the time
  • 30. Innovate your mindset & begin to think outside the box
  • 32. Lateral thinking involves standing back, looking at the big picture and understanding concepts. It requires you to focus on the parts that have perhaps been overlooked, challenging assumptions and seeking alternatives.
  • 33. Ask the right questions
  • 34. What works for the person youre imitating may not work for you Jimmy Connors
  • 35. Lets put marketing back into email marketing
  • 36. 3 examples of how to BE innovative in email marketing
  • 38. Web forms generate 72% of all database signups, but only 50% of email marketers own webforms Email Marketing Personalisation Report
  • 39. Be focused on your objectives at all times
  • 40. Words and names matter Source: Google Trends. Search Terms Marketing Automation (Blue) vs Lifecycle Marketing (Red) Worldwide, 5 years
  • 41. Stay focused on your objective Source: Google Trends. Search Terms Welcome Program (Blue) vs First Purchase Program (Red) USA, 5 years
  • 42. BE a successful marketer by optimizing for success
  • 43. Define your success metric using your own data Top 10 campaigns using Open Rate as the success metric potentially optimizing for the wrong results. Top 10 campaigns using Click Through Rate as the success metric Your success metric should always support your objective
  • 44. Are you ready to innovate, question the accepted norms and shake things up?
  • 45. Kath Pay Founder & CEO Holistic Email Marketing Thank you!