1. CUSTOMERS TRUMP ANALYTICS
HOW TO MAKE EMAIL MARKETING ABOUT PEOPLE NOT METRICS

2. 2 Use the hashtag #ISUM14, but please take a good photo #kthanksbye.
#ISUM14 / @MICHAELJBARBER 2
Disclaimers.
1 All knowledge, no pitch. I promise.
3
Let’s have a conversation. Interrupt or raise your hand. Ask questions at
the end. Don’t worry, I’m super friendly.
4
Everything I’m going to tell can be done by any sized brand and/or agency
- large, small, B2B, B2C, whatever.
5
This presentation contains dogs, cats, and some of the content may make
you cry. So, get your tissues ready…

3. #ISUM14 / @MICHAELJBARBER 3
Hello.

4. #ISUM14 / @MICHAELJBARBER 4

5. I’m known for my donut obsession.
#ISUM14 / @MICHAELJBARBER 5

6. TODAY WE’RE GONNA DO
SOMETHING DIFFERENT

7. 7
This is my buddy, Krys, and
his son, Atticus.

8. 8
Atticus is a cute little guy.

9. 9
And, he has two awesome sisters.

10. 10
Two weeks ago he was diagnosed
with stage 4 neuroblastoma.

11. 11

12. 12
He roars.

13. 13

14. 14
In lieu of donuts…
1 I’ll ask five questions at the end. I’ll donut donate $20 per correct answer.
2 For every twitter profile that mentions #teamatticus and
crowdrise.com/teamatticus over the next hour, I’ll donate $1.
3 If #teamatticus trends in Raleigh, I’ll donate another $100.
4 If #teamatticus trends in the U.S., I’ll donate $1,000 total.

15. SO, LET’S GET BACK TO THE
TASK AT HAND.

16. When was the last time email
made you feel like this?

17. The more “normal” reaction.

18. #ISUM14 / @MICHAELJBARBER 18
Why?
Because the majority is spam and
the rest – for the most part – just sucks.

19. “Study the past if you want to
define the future.”
–Confucius

20. 20
Email history.
The 70s. The beginnings.
#ISUM14 / @MICHAELJBARBER

21. 21
Email history.
Gary’s email ROI
$13 million
#ISUM14 / @MICHAELJBARBER

22. #ISUM14 / @MICHAELJBARBER 22
Email history.
The 90s. Era of spray & pray.

23. Email history.
The 2000s. Anti-spam and the rise of the DB.
#ISUM14 / @MICHAELJBARBER 23
2007

24. #ISUM14 / @MICHAELJBARBER 24
Email history.
The 2000s. Segmentation and targeting.

25. #ISUM14 / @MICHAELJBARBER 25
Today.
“Email is dead.”

26. Why? See @sietsema’s reasons.
Killed by spam.
Replaced by social media.
Irrevalent for younger audiences.
Ineffective for retailers.
Not ideal for team communication.
#ISUM14 / @MICHAELJBARBER 26

27. Email marketing is not dead.
#ISUM14 / @MICHAELJBARBER 27

28. #ISUM14 / @MICHAELJBARBER 28
The human’s perspective.
You essentially can’t sign up for anything online without an email
address.
1
3 Email consumption rates continue to rise, albeit driven by mobile views.
4 Email, and the data brands have acquired from it, compliments
other channels.
2
People continue to rely heavily on email at work and to engage with
brands.

29. Even my 78-year old Grandma
has one.
#ISUM14 / @MICHAELJBARBER 29

30. The marketer’s perspective.
#ISUM14 / @MICHAELJBARBER 30

31. The shopper’s perspective.
#ISUM14 / @MICHAELJBARBER 31

32. #ISUM14 / @MICHAELJBARBER 32
The market’s perspective.

33. #ISUM14 / @MICHAELJBARBER 33
Email’s halo effects on
purchase behavior.

34. Houston, we have a big problem.
#ISUM14 / @MICHAELJBARBER 34

35. Houston, we have a big problem.
94 billion
spam messages per day
#ISUM14 / @MICHAELJBARBER 35

36. Houston, we have a big problem.
#ISUM14 / @MICHAELJBARBER 36
78%
of email is spam

37. Houston, we have a big problem.
$20 billion
cost to the global economy
#ISUM14 / @MICHAELJBARBER 37

38. What would solve immediately
this problem?
#ISUM14 / @MICHAELJBARBER 38

39. #ISUM14 / @MICHAELJBARBER 39
Here’s a great idea.

40. Unfortunately (yes, unfortunately),
that won’t happen. And, because
we all got lazy the ESPs got smart.
#ISUM14 / @MICHAELJBARBER 40

41. #ISUM14 / @MICHAELJBARBER 41
Authentication.

42. #ISUM14 / @MICHAELJBARBER 42
Spam folders.

43. #ISUM14 / @MICHAELJBARBER 43
Mark as spam & instant
unsubscribe.

44. #ISUM14 / @MICHAELJBARBER 44
Layer reputation data.

45. Moving promotional emails out of
the Inbox.
#ISUM14 / @MICHAELJBARBER 45

46. #ISUM14 / @MICHAELJBARBER 46
Redefine the Inbox.

47. #ISUM14 / @MICHAELJBARBER 47
The effects.

48. #ISUM14 / @MICHAELJBARBER 48
The effects.

49. #ISUM14 / @MICHAELJBARBER 49
The effects.

50. #ISUM14 / @MICHAELJBARBER 50
The effects.

51. So, how do we (marketers)
get better?

52. We focus on the customer’s point
of view and look to the 4P’s.
#ISUM14 / @MICHAELJBARBER 52

53. And, no, I’m not talking about
product, price, place, and
promotion.
#ISUM14 / @MICHAELJBARBER 53

54. Let’s use McKinsey’s.

55. #ISUM14 / @MICHAELJBARBER 55
The McKinsey 4P’s.
P Pervasive
P Participatory
P Personalized
P Prescriptive

56. The McKinsey 4P’s.
P Pervasive Let me read email where I am.
P Participatory I have a voice. Let me use it.
P Personalized Make it relevant to me.
#ISUM14 / @MICHAELJBARBER 56
P Prescriptive I’m in control.

57. Pervasive.
Let me read email where I am.

58. Pervasive.
We are reading emails on all devices.
#ISUM14 / @MICHAELJBARBER 58

59. #ISUM14 / @MICHAELJBARBER 59
Pervasive.
And, all the time.

60. Pervasive.
Single column “skinny” layouts.
#ISUM14 / @MICHAELJBARBER 60

61. Pervasive.
Let’s get responsive or mobile-aware.
#ISUM14 / @MICHAELJBARBER 61

62. #ISUM14 / @MICHAELJBARBER 62
Pervasive.
Mobile design options.
1 Responsive = AWESOME 2 Mobile-aware = WORKS TOO

63. #ISUM14 / @MICHAELJBARBER 63
Pervasive.
Fonts & buttons, oh my!
>

64. #ISUM14 / @MICHAELJBARBER 64
Pervasive.
Get to the point.

65. Pervasive.
For the love of all things holy,
eliminate “click here”.
#ISUM14 / @MICHAELJBARBER 65
X

66. Pervasive.
Cool animations, bro.
See Bonobos and Jack Spade gif
examples.
#ISUM14 / @MICHAELJBARBER 66

67. Pervasive.
Tim just made text relevant again.
#ISUM14 / @MICHAELJBARBER 67

68. #ISUM14 / @MICHAELJBARBER 68
Pervasive.
Tools to consider.

69. Participatory.
I have a voice. Let me use & see it.

70. Participatory.
Social + email = match made in
digital heaven.
#ISUM14 / @MICHAELJBARBER 70

71. Participatory.
Put social content into emails.
#ISUM14 / @MICHAELJBARBER 71

72. Participatory.
Drive cross-channel opt-ins.
#ISUM14 / @MICHAELJBARBER 72

73. Participatory.
Drive cross-channel opt-ins.
#ISUM14 / @MICHAELJBARBER 73

74. Participatory.
Figure out what people care about;
use that data to craft email content.
#ISUM14 / @MICHAELJBARBER 74

75. Personalized.
Make it relevant to me.

76. #ISUM14 / @MICHAELJBARBER 76
Personalized.
Leverage segmentation to
personalize to me.

77. #ISUM14 / @MICHAELJBARBER 77
Personalized.
Leverage segmentation to
personalize to me.

78. #ISUM14 / @MICHAELJBARBER 78
Personalized.
Talk to me like a human.

79. Personalized.
Develop/enhance triggers based on
my behavior
The
welcome
email.
#ISUM14 / @MICHAELJBARBER 79

80. Personalized.
Develop/enhance triggers based on
my behavior
The
birthday/
anniversary
email.
#ISUM14 / @MICHAELJBARBER 80

81. Personalized.
Develop/enhance triggers based on
my behavior
Purchase/
service
follow-up
email.
#ISUM14 / @MICHAELJBARBER 81

82. Personalized.
Develop/enhance triggers based on
my behavior
The post
purchase
follow-up.
#ISUM14 / @MICHAELJBARBER 82

83. Personalized.
Develop/enhance triggers based on
my behavior
Website
engagement
email.
#ISUM14 / @MICHAELJBARBER 83

84. Personalized.
Adjust campaign delivery, content &
messaging based on me.
#ISUM14 / @MICHAELJBARBER 84
1 Gender-based content/creative
2 Location-based content/creative
3 Seasonal content/creative
4 Event (i.e. weather) content/creative
5 Time of day when I read it

85. Personalized.
Adjust campaign delivery, content &
messaging based on me.
Weather-based
email.
#ISUM14 / @MICHAELJBARBER 85

86. Personalized.
Adjust campaign delivery, content &
messaging based on me.
Weather-based
email.
#ISUM14 / @MICHAELJBARBER 86

87. Personalized.
Adjust campaign delivery, content &
messaging based on me.
#ISUM14 / @MICHAELJBARBER 87
Cool for the gents
Cool for the ladies

88. Personalized.
Always give me more reasons to
engage with your email.
#ISUM14 / @MICHAELJBARBER 88

89. Personalized.
Always give me more reasons to
engage with your email.
#ISUM14 / @MICHAELJBARBER 89

90. #ISUM14 / @MICHAELJBARBER 90
Personalized.
Tools.

91. Prescriptive.
I’m in control.

92. Prescriptive.
Die purchased lists. Just die.
#ISUM14 / @MICHAELJBARBER 92

93. Prescriptive.
Let me tell you what I want.
#ISUM14 / @MICHAELJBARBER 93

94. Prescriptive.
Let me tell you when I want it.
#ISUM14 / @MICHAELJBARBER 94

95. Prescriptive.
Let me tell you when I want it.
#ISUM14 / @MICHAELJBARBER 95

96. Prescriptive.
If I want out, give me an easy opt-out.
#ISUM14 / @MICHAELJBARBER 96

97. Prescriptive.
Give me reasons to say hello again.
#ISUM14 / @MICHAELJBARBER 97

98. #ISUM14 / @MICHAELJBARBER 98
Prescriptive.
Give me reasons to stay.

99. Prescriptive.
If I stop listening, reengage and then
stop sending.
#ISUM14 / @MICHAELJBARBER 99

100. So, let’s make email better.

101. P Pervasive Let me read email where I am.
P Participatory I have a voice. Let me use it.
#ISUM14 / @MICHAELJBARBER 101
How?
P Personalized Make it relevant to me.
P Prescriptive I’m in control.

102. Why?

103. Because imagine if we had to deal
with this?
#ISUM14 / @MICHAELJBARBER 103

104. Thanks.

105. #ISUM14 / @MICHAELJBARBER 105
#teamatticus questions.
Question #1:
What was the ROI of the first
SPAM email?

106. #ISUM14 / @MICHAELJBARBER 106
#teamatticus questions.
Answer:
$13 million

107. #ISUM14 / @MICHAELJBARBER 107
#teamatticus questions.
Question #2:
When was the word SPAM
officially added to the Oxford
English Dictionary?

108. #ISUM14 / @MICHAELJBARBER 108
#teamatticus questions.
Answer:
1998

109. #ISUM14 / @MICHAELJBARBER 109
#teamatticus questions.
Question #3:
What percentage of people read
email in the bathroom?

110. #ISUM14 / @MICHAELJBARBER 110
#teamatticus questions.
Answer:
42%

111. #ISUM14 / @MICHAELJBARBER 111
#teamatticus questions.
Question #4:
What was the name of the cat in
the video and what men’s clothing
retailer has a link to video in their
order confirmation emails?

112. #ISUM14 / @MICHAELJBARBER 112
#teamatticus questions.
Answer:
Maru & Bonobos

113. #ISUM14 / @MICHAELJBARBER 113
#teamatticus questions.
Question #5:
What are McKinsey’s 4Ps?

114. #ISUM14 / @MICHAELJBARBER 114
#teamatticus questions.
Answer:
Participatory, pervasive,
personalized, and prescriptive.

115. Thanks. Questions & Comments.
Want these slides? slideshare.com/michaeljbarber
Have questions? @michaeljbarber / michael@cohnmarketing.com
#ISUM14 / @MICHAELJBARBER 115

116. Sources.
• Smart Insights - http://www.smartinsights.com/wp-content/uploads/2013/06/emailInfographic-
EvolutionofEmail.jpg
• Symantec - http://www.symantec.com/about/news/release/article.jsp?prid=20110125_01
• LinkedIn - https://www.linkedin.com/today/post/article/20131212125736-1816165-the-new-four-ps-everything-you-
#ISUM14 / @MICHAELJBARBER 116
need-to-know-about-your-customers?trk=mp-reader-card
• MailChimp - http://blog.mailchimp.com/how-gmail-tabs-affect-your-email-marketing-an-update/
• Huffington Post - http://www.huffingtonpost.com/2012/08/08/cost-of-spam_n_1757726.html
• Email Marketing Rules - http://www.emailmarketingrules.com/jcpenneys-mobile-aware-email-makeover/
• Teach to Fish Digital - http://teachtofishdigital.com/email-mobile-social/
• Mashable - http://mashable.com/2012/09/20/evolution-email/
• Mashable - http://mashable.com/2011/01/26/e-mail-facts/
• Candicreate - https://twitter.com/candicreate/status/446841800439787521
• Think with Google - http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
• Smart Insights / Gartner - http://www.smartinsights.com/wp-content/uploads/2013/10/digital-marketing-hype-
cycle.png
• MailChimp - http://blog.mailchimp.com/a-purchased-list-is-a-dead-list/