10/16/2013

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10CoolIdeastoTestorSteal
StephanieMiller
VP,MemberEngagement
DMA
1
10CoolIdeas
1. Beshocking.
2
10/16/2013
2
Tourettes ActionFoolstheSpamFilter
3
LettheCopydotheTalking.
4
10/16/2013
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10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriven
inallthings.
5
61%Click
Increase!
Wasitthe
skinny
mobile
design?
6
10/16/2013
4
Take2!
Clickswere
exactlythe
sameon
both
versions.
7
BewaretheTrapof
KnownTruths
8
10/16/2013
5
10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriven
inallthings.
3. Sendawelcomeseries.
9
Zulily WelcomeSeries
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10/16/2013
6
WelcomeMessagesWork!
11 Source:DMAStatisticalFactBook2013
Contact smiller@thedma.org for a copy.
WelcomeMessagePower!
Immediategratification
Whitelistingopportunity
ISPreputationvalue
Setsexpectationswithsubscribers
Listhygieneissuesraised
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10/16/2013
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10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriven
inallthings.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineand
onlinedata.
13
GreatExamplesofOutofInbox
TriggerstoEmailMarketing.
PreandPosthotelstayandairlinejourney
PreandPostwebinaroreventattendance
Postwhitepaperdownload,Thanksfor
reading
Anyinstoreretailorwirelesspurchase
Responsetodisplayads,Meaningfulsessions
onthewebsite,Visittopartnerwebsites
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10/16/2013
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Welcome
Back,
Active
CheckerIn!
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DOIDataIsPerfect.Right?!
100%DoubleOptIn
1,000InvalidConfirmationMessageaDAY
Sourceswith25%undeliverable
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10/16/2013
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10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriven
inallthings.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineand
onlinedata.
5. Celebrateyourbestcustomers.
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MakeCollectionofEmail#1
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10/16/2013
10
ContentRules.
19
Social&EmailPractices
20
Source:DMAStatisticalFactBook2013
Contact smiller@the dma org for a copy
10/16/2013
11
Never
Assume
SWYN
21
10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriven
inallthings.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineand
onlinedata.
5. Celebrateyourbestcustomers.
6. Dontbesoserious.
22
10/16/2013
12
DontbeSoDarnSerious.
23
10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadrivenin
allthings.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineandonline
data.
5. Celebrateyourbestcustomers.
6. Dontbesoserious.
7. Personalize.
24
10/16/2013
13
StopSelling,Already.BeHuman.
25
Personalize
26
IncreaseInRepeat
Visits/Purchases
HighestEngagement
Rates
10/16/2013
14
Personalization TestIt!
27
Source:DMAStatisticalFactBook2013
Contact smiller@the dma org for a copy
10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadrivenin
allthings.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineandonline
data.
5. Celebrateyourbestcustomers.
6. Dontbesoserious.
7. Personalize.
8. HypetheHolidays.
28
10/16/2013
15
HypetheHolidays
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PermeatetheSeason
30
10/16/2013
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Choice:BythePiece
31
10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriveninall
things.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineandonlinedata.
5. Celebrateyourbestcustomers.
6. Dontbesoserious.
7. Personalize.
8. HypetheHolidays.
9. Investinyourpeople
32
10/16/2013
17
YourMostSignificant
CompetitiveAdvantageisyour
People.
33
10CoolIdeas
1. Beshocking.
2. Dontbelieveyourtestresults. Bedatadriveninallthings.
3. Sendawelcomeseries.
4. Keepyourdataclean.Combineofflineandonlinedata.
5. Celebrateyourbestcustomers.
6. Dontbesoserious.
7. Personalize.
8. HypetheHolidays.
9. Investinyourpeople
10. Ignoreeverythingyouheardinthisworkshop.
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10/16/2013
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Resources/Inspiration
DMAAdvanceBlog
EmailExperienceCouncil
OnlyInfluencers(MembershipRequired)
WhyEmailRocks!FromMarkBrownlow
ExactTargetSwipeFiles
AlchemyWorx Blog
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