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Email marketing is no longer about sending email - Upload Lisboa 2014

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Parry Malm

on 4 October 2014

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Transcript of Email marketing is no longer about sending email - Upload Lisboa 2014

Email marketing is no longer about sending email
This is me...
President @ HowlingMad.co.uk

CEO @ Phrasee (pre-revenue stealth mode)

#1 Econsultancy.com guest blogger 2013

World's leading expert on email subject lines

Bsc in Computer Science, BBA in Marketing & Statistics

Based in London. Previously ran marketing departments in Amsterdam & Vancouver

I like Megadeth. A lot.

Why activism isn't purchase intent
Email is dead. Right?
CRM Re-targeting will change your life
"Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice."
"The instruments of social media are well suited to making the existing social order more efficient. They are not a natural enemy of the status quo. If you are of the opinion that all the world needs is a little buffing around the edges, this should not trouble you."

http://tinyurl.com/fake-activists
Send out an email
Hey dude. My shit is awesome. You should buy it. Seriously. You loved my subject line, I know, they're more important than anything. But did you open it? And click? And buy anything? You totally should. I love you man. Give me money, please.
Tweet something.
I know that there's only a 1/100 chance you'll see this tweet, as you're too busy reading Bieber's latest bullshit. But whatever. Our products are great, and we're not sure what to do on Twitter other than say how awesome it is. Will you buy one please?
Do it again.
Our email open rate was only 18%. Yo, other 82%,what gives? I'll tell you what, I'll try again, and do the exact same thing as I did before. Surely it will work this time right? For sure.
Year ends.
Numbers are OK, and you get so drunk at the Christmas party that you tell your CEO what you really think. Sweet!

(Free advice: Update your CV.)
Marketing 2014
Pre-market with content-led CRM re-targeting
Upload your prospect list to a Custom Audience in Facebook, Tailored Audience in Twitter, LiveAudience in LiveIntent, and in Retargeter.com. Bid hard on CPM - you're generating awareness here. Use lookalikes to create affinity audiences (and drive to an email gate.)
Use email to show how you're unique
You've generated awareness, now drive interest. Drip into a funnel.

You're so much more than a product - your brand has personality. Your people do too. Use your brand voice to generate interest.

And ask for the money! You don't ask, you don't get.
Re-target behaviourally.
Did people open? Did they click? Did they abandon a basket? Did they do nothing?

Determine the most common outcomes and re-target.

But don't be creepy! No one wants to be stalked around the internet.

The year ends.
You don't go to the Christmas party, because your year was so big, you instead light a cigar with a £100 note and bathe in Siberian tiger blood. Who needs a free drink when you're rich?!?
Marketing 2015
Marketing 2015
SHAMELESS PLUG ZONE
w. howlingmad.co.uk
e. parry@howlingmad.co.uk
tw. @parrymalm
li. The ONLY "Parry Malm"
fb. Fuck off! That's personal.
Howling Mad
Content driven by machine learning
CRM Re-targeting
Digital campaign strat & implementation
Email marketing wizardry
Free beer

Phrasee
Pre-revenue startup mode (alpha)
Online text based optimisation
Based on machine learning & proprietary grammar structures
It's awesome
Launch early 2015

parrymalm@gmail.com
?
+
Lookalikes
Useful Resources
econsultancy.com/blog/authors/parry-malm

OnlyInfluencers.com - $200/yr, quote me as reference

www.emailmonday.com

info.liveintent.com/crm-retargeting-ebook

http://hosted.adestra.com/adestra/census/Email-Census-2014.pdf

Want this presentation? Connect on LinkedIn

Take this survey: tinyurl.com/StateOfSplitTesting
It works.
Also. Listen to Generation Graveyard.
t. @gengrave
fb. facebook.com/GENGRAVE
Full transcript