A version of my talk at Digitech 2011 (Sydney), with the work references removed.

1. Rethinking Email Marketing in the age of social media

2. About online communication Not a new way to communicate: people have been communicating online since the 1800’s with the telegraph The challenge that we face in communicating online is one of reduced bandwidth

3. Potential problems with email Sending out messages without caring whether someone reads it or not. Not measuring the effectiveness of the email that you send

4. How do you get people throughout an organisationto engage with social media? Get the basics right first.

5. Show people the weaknesses in their email communication. Have them want to fix them

6. Is it too late to learn about email? All the interest seems to be in social BUT Email readers are more engaged, and ready to take action

7. You’ve taken two days off work.What’s your inbox looking like?

9. Can you remember the last time you had a good experience with email?

10. How do people feel when you send them email?

11. People feel like they’re drowning. Are you offering more water?

12. Learning to be user-centred

13. Everyone isan expert But few people write good emails.

14. (teaching people to)write better email

15. Your message is much more important to you than your reader.

16. What are you interrupting?

17. Avoid ambiguity

18. Omit needless words

19. Remember accessibility

20. Write the subject line first Useful Ultra-specific Unique Urgenthttp://www.copyblogger.com/email-subject-lines/ Short (<50 chars) Identify yourself

21. Understand why people read and share emails

22. Email is a courtship.

23. Make it easy to subscribeMake it easier to unsubscribe

24. Don’t sendirrelevant messages Can you trim the recipient list at all?

25. Have an excellent welcome message

26. Don’t leavecopy-writing to the developers

27. Check everythingbefore you send

28. A/B Testing

29. When they click, where are you sending them?

30. Building up the relationship Send a series of emails that just contain valuable content Build up some trust in your reader that an email from you is worth reading

31. Let’s wrap up.

32. Creating an email marketing list as the core of your digital marketing activities Use social media to drive people to your website Your website is moving people towards the information they need, and providing incentive to sign up for your email list

33. 2. Crafting large-volume emails that are both targeted and conversational Know your audience Track how your relationship is going Not happy talk, disembodied or corporate This audience understanding, and these writing skills will transfer well to social media

34. 3. Observing user behaviour to improve the effectiveness of your messages Track what they’re opening, clicking on, sharing, unsubscribing on Follow-up with those who are out of touch Re-energise your list – custom messages for those who haven’t read a message for a while

35. 4. Integrating email marketing with other social channels Moving your audience from the social channels to your website, then to your newsletter Cross-selling your newsletter content into the social space

36. Thanks! David Phillips Twitter: @cafedave http://www.flickr.com/photos/30352125@N00/216348017 http://www.flickr.com/photos/35513830@N07/3632101950 http://www.flickr.com/photos/91351004@N00/454711486 http://www.flickr.com/photos/51035743246@N01/2161741 http://www.flickr.com/photos/nukeit1/27917657/ http://newyorker.tumblr.com/post/862788932/cartoon-of-the-day http://www.flickr.com/photos/61932398@N00/5794007902 http://www.flickr.com/photos/23370075@N03/2976796187 http://www.flickr.com/photos/65555826@N00/2920749911 http://www.flickr.com/photos/46944516@N00/4672744652 http://www.flickr.com/photos/64419960@N00/3545127104 http://www.flickr.com/photos/41720539@N03/5740946102 http://www.flickr.com/photos/25650455@N03/5451897212 http://www.flickr.com/photos/37996580417@N01/3341282982 http://www.flickr.com/photos/65208261@N00/391609724 http://www.flickr.com/photos/49462908@N00/2706040341 http://www.flickr.com/photos/48751345@N06/5311655546 http://www.flickr.com/photos/51773858@N00/7161557 http://www.flickr.com/photos/18378655@N00/4956338615 http://www.flickr.com/photos/91256982@N00/2961131550 http://www.flickr.com/photos/pinksherbet/2177961477/