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SESSION TITLEPresenter ’s Name
Artistry and Ethicsin Email Marketing
PR ES E N TE R :C hr i s B a r r i s h
c ba r r i s h@ m i va . co m
2800% OFF - 12 HOURS ONLY! GOING OUT OF
BUSINESS PRICES! YOU'LL REGRET MISSING THIS!
**SHIPS IN 3 MONTHS
Brand Environmentalism
How does your brand SPEAK?
What kind of person is your brand?
What kind of person is your brand?
What kind of person is your brand?
What kind of person is your brand?
How often should I send emails?
Effectiveness vs. Annoyance
Effectiveness vs. Annoyance
Effectiveness vs. Annoyance
Effectiveness vs. Annoyance
Effectiveness vs. Annoyance
Effectiveness vs. AnnoyanceHave something NEW to say.
Create something RELEVANT to say.
Please unsubscribe me.
Who should I send emails to?
Emailing “everyone” doesn’t work.
Capturing a high value audience
Capturing a high value audience
Capturing a high value audience
Capturing a high value audience
Capturing a high value audience
Capturing a high value audience
Capturing a high value audience
Segments = Custom
How do I get people to open my emails?
How do I get people to open my emails?
HOW LONGDOES IT TAKETO READA SUBJECT LINE?
Minimal
New Spring looks.
Evocative
Something in the way she moves…
Informational
New spring dresses hit the shop at 20% OFF
Long
New spring dresses 20% off. Check out our faves and dance into the new season! Ends Tuesday.
Questions
Want 20% off your new favorite dress?
Questions
What’s the hottest color this spring?
Click Bait
You voted on Best Dress of 2015, find out who won inside!
Click Bait
You’ll never believe which dress Angelina wore to the Oscars!
$$, %
Spring dresses $79.99 thru Tues. 20% off.
Gift Inside
VIP savings start today!Coupon inside!
Time/Deadlines
FLASH SALE! 24 hours left to save 20% on spring dresses.
CAPS
The most AMAZING dress of the year!
SLANG
Yaaaaaas! Hot new dresses now 20% off!
SLANG
What’s your favorite dress IRL? Here’s ours.
LOL
clickfree cheap
credit hellocalldeal
Tell the truth and deliver relevant information.
What should my emails say?
Deliver fresh content daily.
Flash SalesHoliday SalesCloseoutsPre-orders
ExclusivesBundlesFree ShippingDeal-A-Day
DeadlinesCountdowns New Bestsellers Trending
BlogHoliday Social Pop cultureRecommended
ContestsGuidesFeedbackNewsSite
Automatedsequences
Welcome Thanks SurveyBirthdayLapsed purchaserNever purchased
UpdateRe-activationReferAbandoned cartVIP
3 seconds to DELETE.
How should my emails look?
Every email tells a story.
Create imagesthat tell your story.
The product.
The brand.
The lifestyle.
The customer.
Your “house style”
What’s the difference between good marketing and spam?
Be honest.
Impart value.
Deliver relevance.
Reward loyalty.
Be a resource.
Be yourself.
Be a friend.