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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.
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@Liliholl I would say when you deliver at the right time to the right segment increases your ROI e.g. Seasonal email promotions
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@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
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@hugeheadca New study out this week showing that images used by brands on smart phones most effective.
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@returnpath Mobile means both harder & easier to reach subscribers. Always on means better chance of being ignored/deleted. Stand out!
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@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.



@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

@TimElliottUK Yes! Here’s how to set up..SPF: http://t.co/4a8R05GR7b; DKIM: http://t.co/993nrZY66x DMARC: http://t.co/MIsFFGV6yS #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


@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


@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



@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


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…


@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.


@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.


#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 @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

“@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


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?

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