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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
Thanks for having us! 🙂 #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
The hour is winding down now, sadly #commschat.
@EffectiveEng @returnpath … Thanks I will check it out:) #commschat
@EffectiveEng @returnpath … Just me then , I shall slap my own wrist in shame 🙂 #commschat 🙂
@TimElliottUK @returnpath This is a good tool though which helps manage email subscriptions https://t.co/gGZpR6xv02 #commschat
@TimElliottUK @returnpath Not here! I only send emails to spam if they actually are, otherwise I unsubscribe #commschat
Just a few minutes left with @returnpath #commschat
@eDataSource @returnpath …of I see …. Thank you both 🙂 #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
@CommsChat T5 #commschat …is it junk emails that you don’t know the recipient ?
@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
@eDataSource yes yes yes ….or I do lol #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
“@returnpath: @EffectiveEng #commschat” but when do People watch TV during work? Is it comparable ?
@TimElliottUK @CommsChat Emailing quotes by video? I’d love to see an example – that’s genius! #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
@CommsChat always test subject lines #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
@TimElliottUK Bran for lunch 🙂 #commschat
@movystream I think there’s a lot of variation. Yes, some people ignore/drown in emails. Personally I love them! #commschat
@eDataSource your on handy tweet fire tonight 🙂 #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
Are there brands that are doing this well right now? #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
@returnpath @MyPureFusion I do sometimes, just out of curiosity, see trends, etc. #commschat
@CommsChat This chart shows that people like images via mobile from brands http://t.co/QXfKVergzv #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
“@hugeheadca: @TimElliottUK TY Tim, Think in moments as much as quarters 🙂 #commschat” ….. Ditto
RT @CommsChat: …How has email marketing changed since the rise of mobile computing? #commschat
@TimElliottUK TY Tim, Think in moments as much as quarters 🙂 #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
@returnpath no not me … I hardly read the ones that land in my inbox l;) #commschat
@laurarooney24 typos and poor grammar *definitely* – a pet hate. #commschat
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 Lead-generation. Qualified leads help your RoI. #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.
@CommsChat is it a simple as the more delivered the more convert ? t2 #commschat
@_digital_impact : #commschat Low inbox placement means emails going to spam folder or blocked. Leaves bad impression to customers too.
@Liliholl Agreed, that’s what we do 🙂 #commschat
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?
RT @CommsChat: Hey guys, please remember to include #commschat in your tweets. Cheers!
Hey guys, please remember to include #commschat in your tweets. Cheers!
@Liliholl we use mailchomp for email marketing and find them very usual http://t.co/OJFZZqO3B8 #commschat
RT @returnpath: @TimElliottUK #commschat Low inbox placement means emails going to spam folder or blocked. Leaves bad impression to custome…
RT @_digital_impact: @Liliholl subject lines need to be engaging! #commschat
@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.
“@_digital_impact: @Liliholl subject lines need to be engaging! #commschat” Yes indeed, and active!
@Liliholl subject lines need to be engaging! #commschat
#CommsChat Topic #1: Not getting personal. Send offers in segments based on things like buying behaviors and demographics.
.@TimElliottUK @returnpath Tom, I think that one’s for you #commschat
#commschat topic 1: hard to find links, emails that are too long
@CommsChat @laurarooney24 yes I agree. Also not making the most of design. It’s good to include visuals and video content #commschat
A1) Also, not having the right subject lines! #commschat
RT @CommsChat: Topic 1: What are the common pitfalls that you see that reduce the effectiveness of email marketing campaigns? #commschat
RT @herron_bird: @CommsChat designed/sent as 1 big image, not targeted or timely. #commschat
@returnpath @CommsChat … Can I ask what ” low inbox placement means? Please ? Ta #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
“@laurarooney24: @CommsChat typos and poor grammar! #commschat” … Ooo yeah typos , good shout 😉
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
“@CommsChat: Topic 1: #commschat” … Consistency, bad C2A and poor design in my opinion 🙂
.@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
@CommsChat typos and poor grammar! #commschat
Hi all, it’s Hannah here! Looking forward to tonight’s #commschat
@CommsChat Thanks for having me as a guest in today’s twitter chat! #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
#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
Hi friends. Tonight on #commschat we have a look at email intelligence with @returnpath. What don’t you know about your online activity?
IT’S TIME FOR #COMMSCHAT

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