Europe's most popular communications, PR
and media conversation

This week's chat

August 12, 2014 Transcript of #CommsChat on email intelligence

Last week we spoke about optimising our email output. We were joined by guest Tom Sather, senior research director at consumer intelligence and brand protection company, @returnpath. We discussed the potential of optimum email intelligence and brainstormed ways of achieving this.

  • @Liliholl I would say when you deliver at the right time to the right segment increases your ROI e.g. Seasonal email promotions
  • @returnpath Experian says avg revenue per email sent is $0.11. If you send 3,000,000 messages/month & 20% never reach inbox, $792,000/yr lost
  • @hugeheadca New study out this week showing that images used by brands on smart phones most effective.
  • @returnpath Mobile means both harder & easier to reach subscribers. Always on means better chance of being ignored/deleted. Stand out!
  • @eDataSource Create content that enriches my moments/days. Use honest, but engaging sub lines. Be aware and relevant. Segment, test!

For the full conversation, see below:

 

@EffectiveEng I can relate. That’s why I don’t go camping where there are cell towers 🙂 #commschat
In 5 years, will Amazon personalize emails based on what my smart appliances tell them? #commschat
I’ll post the topics, as usual, tomorrow, but for now have a good night! #commschat
We’ll be back next week for our final August #commschat so don’t take your bank holiday early!
Thanks everyone for sharing your insights and thanks @returnpath for your expertise and guidance! #commschat
T5: creating emails for TVs, wondering how to optimize email for wearables, & how to use email and the Internet of Things. #commschat
@TimElliottUK Gave you the google result because your service provider may be listed in results. Many ESPs offer it #commschat
@CommsChat I think #email as any comms tool will evolve ..not sure what the next bifg email innovation so though ? #commschat
RT @eDataSource: T5 It’s as much about exploiting human nature as it is technology – educate your team about phishing. #commschat
@TimElliottUK RP talking about authentication keys for email. Here’s a google search result with help: https://t.co/zqxQuLfZJw #commschat
@eDataSource Like it. I’ve been trying to detach from my phone recently – kept power off all weekend – very liberating! #commschat
Final topic tonight:Where will email marketers find themselves in five years, and what can we expect to change drastically? #commschat
@returnpath hi …what are those acronyms ? Are they available to us normos? #commschat …thanks 🙂
RT @returnpath: T5: Protect brand by authenticating (SPF+DKIM) plus DMARC and block bad msgs. Then educate your customers. #commschat
T5: Protect brand by authenticating (SPF+DKIM) plus DMARC and block bad msgs. Then educate your customers. #commschat
T5 It’s as much about exploiting human nature as it is technology – educate your team about phishing. #commschat
@EffectiveEng Yes, and emails are ads we signed up for and wanted. That permission isn’t available in old media. #commschat
We’re very pavlovic with smartphones. To test this, bring desk bell on commuter train, ring bell randomly, watch people check 😉 #commschat
T5: what precautions can e-marketers take to protect their customers AND their brand from these attacks? #commschat 2/2
T5: Phishing is a lot more sophisticated than “Nigerian Prince” scams these days #commschat 1/2
#commschat Rather than modify our e-mails, shouldn’t we consider moving on to the next thing? As technology matures, so must we!
When no1 is watching 🙂 RT @TimElliottUK:@returnpath: @EffectiveEng #commschat” but when do People watch TV during work?Is it comparable?
@returnpath Love that I can choose when and if I read or reply to email. Also love Boomerang for Gmail to stay at inbox zero #commschat
@CommsChat T4: #1 Create your email campaigns with your customer in mind. #2 Monitor your sending reputation #3 test, test, test! #commschat
RT @eDataSource: As @TimElliottUK, it’s a relationship. Build it! Interact! And don’t ask them to get married on first date. #commschat
@EffectiveEng @CommsChat ..it is , there my client so don’t get quotes but it’s great isn’t it 🙂 #commschat …there is a PDF to obvs
As @TimElliottUK, it’s a relationship. Build it! Interact! And don’t ask them to get married on first date. #commschat
RT @TimElliottUK: @CommsChat T4 #commschat … Have a relationship with me on social, make it a valuable offer, pictures speak a 1000 words…
T4: Create content that enriches my moments/days. Use honest, but engaging sub lines. Be aware and relevant. Segment, test! #commschat
@CommsChat T4 #commschat … Have a relationship with me on social, make it a valuable offer, pictures speak a 1000 words 🙂
@EffectiveEng Me too! It’s much quicker to view/delete an email than watch a commercial on the telly #commschat
@rachaelthomas @HIT_Consulting With #Movy, just an FYI, you can have private video message streams between 1 or more people! #commschat
.@returnpath Is Grid View what I think it is? If so, that’s gotta shake things up! #commschat
@CommsChat Gmail Grid View may also be another reason marketers should go more visual. Images may be the new subject lines. #CommsChat
T4: What three tips would you give any email marketer to make sure they stay on top of the inbox and out of the spam folder? #commschat
@movystream I think there’s a lot of variation. Yes, some people ignore/drown in emails. Personally I love them! #commschat
@CommsChat I know a company emailing quotes by video which is a really great response 🙂 #commschat
It’s not just about using images in your email. It’s also about communicating via visual channels too — be omnichannel 🙂 #commschat
RT @TimElliottUK: @CommsChat no not at all , but it needs to be a quality valuable msg, give people a reason to read more #commschat
I’m gonna go with the obvious one and say @BuzzFeed. Their newsletters are photo-first, interesting and super-tailored to user #commschat
RT @eDataSource: Written word isn’t dead – but why rep images with words when you can send images? #commschat
RT @returnpath: #CommsChat T3: Mobile means both harder & easier to reach subscribers. Always on means better chance of being ignored/delet…
@CommsChat no not at all , but it needs to be a quality valuable msg, give people a reason to read more #commschat
RT @returnpath: #CommsChat T3: Mobile means both harder & easier to reach subscribers. Always on means better chance of being ignored/delet…
#CommsChat T3: Mobile means both harder & easier to reach subscribers. Always on means better chance of being ignored/deleted. Stand out!
Written word isn’t dead – but why rep images with words when you can send images? #commschat
@hugeheadca I agree totally … In fact images are key in any comms or content 🙂 #commschat
RT @hugeheadca: @TimElliottUK New study out this week showing that images used by brands on smart phones most effective. #commschat
RT @returnpath: #CommsChat Experian says avg revenue per email sent is $0.11. If you send 3,000,000 messages/month & 20% never reach inbox,…
@CommsChat: Should there be a change in media format for mobile more A/V, fewer words? #commschat” … Yeah stats show media is the way 🙂
@TimElliottUK New study out this week showing that images used by brands on smart phones most effective. #commschat
Well it has challenged all of us. Now we have to make sure that the emails are mobile friendly & event shorter than before #commschat
Should there be a change in media format for mobile (ie more A/V, fewer words?) #commschat
@CommsChat T3 #commschat … I think the title has become more important than ever as people can dismiss your mag with a swipe of the finger
#commschat Do u find that it’s easy for people to dismiss emails? Have u considered any other means of communicating? http://t.co/MOvgFmUvnz
@CommsChat As I mentioned on my personal account…it’s a matter of moments not quarters with mobile. We don’t dictate convo now #commschat
RT @CommsChat: …How has email marketing changed since the rise of mobile computing? #commschat
…How has email marketing changed since the rise of mobile computing? #commschat
@returnpath I rarely read my spam emails, but what is the best way to avoid them going straight into the spam box as a sender? #commschat
Keeping in mind that in today’s world, it’s a real time world. It’s not just about what and how you say it, but when you say it. #commschat
RT @returnpath: #CommsChat Experian says avg revenue per email sent is $0.11. If you send 3,000,000 messages/month & 20% never reach inbox,…
RT @returnpath: #CommsChat Experian says avg revenue per email sent is $0.11. If you send 3,000,000 messages/month & 20% never reach inbox,…
#CommsChat Experian says avg revenue per email sent is $0.11. If you send 3,000,000 messages/month & 20% never reach inbox, $792,000/yr lost
T2: People won’t read what they don’t see and that kind of kills your whole voice, no matter how powerful your msg. #commschat
A2) I would say when you deliver at the right time to the right segment increases your ROI e.g. Seasonal email promotions #commschat
.@returnpath Is there a difference (or is it not possible to know) btw ppl who signed up to an elist and those who are didn’t? #commschat
#commschat Topic#2 If an email lands in the spam folder, does anyone read it? Our data says less than 1% do. No emails = no revenue.
@_digital_impact : #commschat Low inbox placement means emails going to spam folder or blocked. Leaves bad impression to customers too.
A1) Wrong copy is one of them. Problem is copy can be influenced by others too. #commschat
@eDataSource that’s why analysing their behaviour when they open your emails is key. #commschat
@returnpath @TimElliottUK is this something to do with the email address it’s being sent from or subject lines? #commschat
Let’s take a stab at T2: What correlation do you see between deliverability and ROI (give examples)? #commschat
Yes! you really only have one chance before you’re deleted. RT @_digital_impact: @Liliholl subject lines need to be engaging! #commschat
If you want better conversions, have better conversations with your subscribers. #commschat
#commschat Hello, everyone! I’ll be on and off tonight. How’s everyone?
Hey guys, please remember to include #commschat in your tweets. Cheers!
RT @returnpath: @TimElliottUK #commschat Low inbox placement means emails going to spam folder or blocked. Leaves bad impression to custome…
@returnpath ah ok I thought it was send time optimisation thing , thanks for that 🙂 #commschat
@TimElliottUK #commschat Low inbox placement means emails going to spam folder or blocked. Leaves bad impression to customers too.
#CommsChat Topic #1: Not getting personal. Send offers in segments based on things like buying behaviors and demographics.
@CommsChat @laurarooney24 yes I agree. Also not making the most of design. It’s good to include visuals and video content #commschat
RT @CommsChat: Topic 1: What are the common pitfalls that you see that reduce the effectiveness of email marketing campaigns? #commschat
RT @Liliholl: A1) I think that getting the segmentation wrong is one of them. Some CRM systems are very difficult to handle data! #commschat
A1) I think that getting the segmentation wrong is one of them. Some CRM systems are very difficult to handle data! #commschat
@CommsChat Having low inbox placement is a big pitfall we see. Higher inbox reach = higher revenue. #commschat
.@laurarooney24 That makes me angry too, but I am a grammar nerd. I also dislike receiving 3 emails when 1 will do! #commschat
RT @CommsChat: Topic 1: What are the common pitfalls that you see that reduce the effectiveness of email marketing campaigns? #commschat
Topic 1: What are the common pitfalls that you see that reduce the effectiveness of email marketing campaigns? #commschat
If you’re new, please please please remember to use the #commschat tag when tweeting.
He’ll be here to answer any questions I’m sure you guys have. #commschat
I’m Brittany from Communicate and I’ll be introducing our topics tonight. Please join me in welcoming our guest Tom to #commschat
Hi friends. Tonight on #commschat we have a look at email intelligence with @returnpath. What don’t you know about your online activity?

: , , , ,

Comments

No comments yet.

Leave a comment