Keynote from DMA UK Email Marketing Event. The 3 Things You Need to be Good At

2. So you think you know
how to effectively utilize
email?
2008

4. If you have 28% of someone’s attention
with 100 other emails there, what chance
do you have?
0.0035%

5. Everything you thought
you knew about email
is about to change.

6. How many studies do you need to read that tell you
what you can do better and where you are failing?

8. How can you make an impact
with just a fraction of this
audience?

9. From Name
Address
Subject Line
Copy
Offer
Creative
Links
Authentication
Reports
Deliverability
Response
Sales
Analytics
Customer Service
Integration
Mobile
RSS
Website
Landing Page

10. You can tackle the top things that will
bring the most change to your email
marketing campaigns.

11. Each Pound you spend on email efforts
will deliver between
1GBP to 30GBP

13. 296
Emails Since July 27th, 2007

15. As marketers, we fight for limited attention.

16. 3...

17. 1. Delivery
2. Welcome Messaging
3. Creative

20. IF you do not show value, communicate tone, and set
expectations on both sides, you lose 80% of your future
audience engagement and campaign results.

22. You Don’t Need to Design New
Creative For Each Campaign

23. You Need to Refine Creative
For Each New Campaign

25. We give you “The Promise”
If you can be experts and perfectionists with all of
our industry best practices and studies, then you
shall have a strong email program.

27. You Have 3 Chances

28. You have 3 chances to set the
relationship before you lose 80% of
your future email marketing
performance.

30. Are you able to deliver on impulse?
Do you want to be delivering on impulse?

31. We cannot always live up the true expectations
of everyone, yet we try.

34. So What’s Next?

35. Be Good at 3 Things

36. 1. Delivery
2. Welcome Messaging
3. Creative

37. My Beliefs

38. Don’t Be Afraid to Fail

39. Come to Work Stupid

40. Do Your Best Work

41. Thank you.
dylan@eroi.com
JMullen@zinio.com
Questions?