Email Tactics Customers Hate and Why Marketers Continue to Use Them
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The document summarizes a webinar discussing email tactics that customers hate and why marketers continue to use them. The webinar covered several reasons why marketers use annoying tactics, including that they are legal, competitors are doing it, and email metrics look good. However, the webinar argues these reasons are flawed and that over-reliance on technology and data is causing marketers to make decisions that actually hurt email programs and subscriber relationships over time. The webinar advocates for taking a more holistic and customer-centric view of email marketing success.
Email Tactics Customers Hate and Why Marketers Continue to Use Them
- 1. Email Tactics Customers Hate And Why Marketers Continue to Use Them
- 2. #LitmusLive @LitmusApp @ChadSWhite Why marketing technology is sucking the life out of the marketing profession
- 3. #LitmusLive @LitmusApp @ChadSWhite In my own beloved profession of marketing, the primary application of technology is to find increasingly sophisticated ways to annoy people. Today, marketing is best known for doing the stuff that people hate. —Mark Schaefer
- 4. #LitmusLive @LitmusApp @ChadSWhite Mis-use of technology is the central problem. We’re becoming over-reliant on data and dashboards to know what to do. ...Decisions are based on probability analysis versus common sense and good taste. —Mark Schaefer
- 5. #LitmusLive @LitmusApp @ChadSWhite We’ll soon see some epic marketing failures... The problem is just going to get worse—much worse—as “marketing technology” becomes synonymous with “creating consumer hate at scale.” —Mark Schaefer
- 6. #LitmusLive @LitmusApp @ChadSWhite Ouch! Is he right?
- 7. #LitmusLive @LitmusApp @ChadSWhite Generally speaking? Yes. But admitting we may have a problem isn’t enough.
- 8. #LitmusLive @LitmusApp @ChadSWhite The more important thing is to understand why brands abuse the email channel and annoy their customers to their own detriment. Here are some of the justifications we hear:
- 9. #LitmusLive @LitmusApp @ChadSWhite It’s not illegal.
- 10. #LitmusLive @LitmusApp @ChadSWhite One of our competitors is doing it.
- 11. #LitmusLive @LitmusApp @ChadSWhite We have three vendors that are anxious to help us with this.
- 12. #LitmusLive @LitmusApp @ChadSWhite Look at those amazing email metrics!
- 13. #LitmusLive @LitmusApp @ChadSWhite Over the next 45 minutes, we’ll discuss the major reasons brands use email tactics consumers hate—and why those reasons may be faulty. Along the way, we’ll share examples and exclusive research.
- 14. Chad S. White ● Research Director at Litmus ● Author of the book Email Marketing Rules ● Author of 3,000+ blog posts and articles on email marketing #LitmusLive @LitmusApp @ChadSWhite
- 17. The US’s Legal Low Bar
- 18. #LitmusLive @LitmusApp @ChadSWhite U.S. email laws have set the wrong expectations for email behavior.
- 19. #LitmusLive @LitmusApp @ChadSWhite Just because something is legal doesn’t mean you’re protected from harm.
- 20. #LitmusLive @LitmusApp @ChadSWhite Some background... ● CAN-SPAM legalized spamming in the U.S. by enshiring opt-out email marketing. ● Weak U.S. consumer privacy laws empower data brokers.
- 21. #LitmusLive @LitmusApp @ChadSWhite In reaction to that... ● The U.S. became a haven for spammers. ● Some brands believe it is okay to spam consumers, and buy and sell their contact information—even their “permission.”
- 24. #LitmusLive @LitmusApp @ChadSWhite And then in reaction to that... ● Inbox providers became increasingly heavy handed about deliverability, design, etc. ● Canada, the EU, and others created very strong anti-spam and privacy laws.
- 28. #LitmusLive @LitmusApp @ChadSWhite Despite the clear dangers that these email acquisition sources pose, 27% of brands are using at least one of these acquisition sources—at least in part because it’s not illegal, others are doing it, and companies offer the service and software to do it.
- 29. #LitmusLive @LitmusApp @ChadSWhite Essentially, in the name of not restricting corporate behavior, the U.S. continues to condone reckless and irresponsible behaviors that hurt both consumers and the brands that exercise those behaviors.
- 30. #LitmusLive @LitmusApp @ChadSWhite For an in-depth look at the most problematic subscriber acquisition sources, check out What CAN-SPAM Requires & How that Low Bar Harms U.S. Businesses on the Litmus blog.
- 31. #LitmusLive @LitmusApp @ChadSWhite Rather than setting the standard for the world, the U.S.’s lax email and privacy laws created a power vacuum. Other countries, most notably Canada and the EU countries, have filled the void with much stronger laws.
- 33. #LitmusLive @LitmusApp @ChadSWhite CASL went into full effect in July of 2017. GDPR goes into effect on May 25, 2018.
- 34. #LitmusLive @LitmusApp @ChadSWhite The most important thing to realize about these laws is they apply to all brands emailing consumers in those countries. The brand’s country of operation doesn’t matter. Only where the email recipient is matters.
- 35. #LitmusLive @LitmusApp @ChadSWhite Both establish strong standards for getting expressed consent from subscribers and both have large penalties for violators.
- 36. #LitmusLive @LitmusApp @ChadSWhite For an in-depth look at these laws, check out CASL Debunked: Everything You Need to Know About Canada’s Anti-Spam Law and GDPR: What Europe’s New Privacy Law Means for Email Marketers on Litmus’ blog.
- 37. ❏ Being CAN-SPAM compliant doesn’t protect your brand’s emails from being blocked or blacklisted. ❏ If you send emails to subscribers in other countries, you have to comply with their laws. RECAP The US’s Legal Low Bar
- 39. #LitmusLive @LitmusApp @ChadSWhite Brands’ email tactics are company-centric instead of customer-centric.
- 40. #LitmusLive @LitmusApp @ChadSWhite You can differentiate between the two types of tactics by asking yourself: ● Who does this primarily benefit? My company or my customer? ● Where are the benefits? In my subscriber metrics or just campaign metrics?
- 42. #LitmusLive @LitmusApp @ChadSWhite Many email tools & tactics deliver protections or benefits to both parties.
- 43. #LitmusLive @LitmusApp @ChadSWhite ● A/B testing software ● Email preview software ● Spam filter testing ● Email authentication ● Email address verification services ● among others
- 44. #LitmusLive @LitmusApp @ChadSWhite However, some great technologies can abuse customers, if done poorly.
- 45. #LitmusLive @LitmusApp @ChadSWhite Let’s look at a couple of examples... ● Email automation ● Pop-up email signup forms
- 46. #LitmusLive @LitmusApp @ChadSWhite Email Automation Successful email marketing programs are 109% more likely than less successful ones to generate at least half their email marketing revenue from automated emails (17.1% vs. 8.2%), according to Litmus research.
- 47. #LitmusLive @LitmusApp @ChadSWhite Avoid annoying customers by: 1.Doing withhold tests 2.Not interrupting natural behaviors 3.Establishing hierarchies and conditions 4.Adopting a customer service mentality
- 48. #LitmusLive @LitmusApp @ChadSWhite Pop-ups Successful email marketing programs are 42% more likely than less successful programs to use a lightbox, exit intent pop- up, or similar forms (38.0% vs. 26.7%), according to Litmus research.
- 49. #LitmusLive @LitmusApp @ChadSWhite Avoid annoying customers by: 1.Thoroughly testing the effect of timing, messaging, frequency, etc. of pop-ups 2.Testing alternatives, such as more prominent static placement of email signup forms on your website
- 50. #LitmusLive @LitmusApp @ChadSWhite For an in-depth look at some manipulative email tactics, check out 6 Manipulative Email Tactics that Disrespect Subscribers—And Hurt Marketers on Litmus’ blog.
- 51. ❏ Use tools in the right situations. ❏ Set up smart logic and conditions to reduce annoyance. RECAP Technology Mis-Use
- 53. #LitmusLive @LitmusApp @ChadSWhite Some tactics are wrongly praised by the media and experts for “cleverness.”
- 57. #LitmusLive @LitmusApp @ChadSWhite That email was similar to this one from U.S. home goods retailer West Elm:
- 58. #LitmusLive @LitmusApp @ChadSWhite This April Fool’s joke sparked identity theft concerns among some subscribers. They didn’t find it funny and said so...
- 61. ❏ Sometimes emails attract praise for the wrong reasons. ❏ Look at what consumers are saying. ❏ Just because one company does it, doesn’t mean you should, too. RECAP Beware Lauded Examples
- 63. #LitmusLive @LitmusApp @ChadSWhite Use of the wrong metrics can lead brands confidently to the wrong conclusions.
- 64. #LitmusLive @LitmusApp @ChadSWhite It’s not enough to simply have metrics. Brands need to understand what their metrics mean—and what they don’t mean. Case in point: Subject lines and open rates.
- 65. #LitmusLive @LitmusApp @ChadSWhite Which subject line performed better? A: 20% open rate B: 25% open rate
- 66. #LitmusLive @LitmusApp @ChadSWhite Which subject line performed better? A: 20% open rate B: 25% open rate Unclear! There’s not enough data to tell.
- 67. #LitmusLive @LitmusApp @ChadSWhite The goal of a subject line isn’t to generate opens. It’s to generate openers who are likely to convert.
- 68. #LitmusLive @LitmusApp @ChadSWhite Which subject line performed better? A: 20% open rate, 10% click rate B: 25% open rate, 9% click rate Better. Leaning toward A. Any more data?
- 69. #LitmusLive @LitmusApp @ChadSWhite Which subject line performed better? A: 20% open rate, 10% click rate, 5% conversion rate B: 25% open rate, 9% click rate 3% conversion rate A is the clear winner.
- 71. #LitmusLive @LitmusApp @ChadSWhite Which email campaign performed better? A: 20% open rate, 0.3% opt-out rate B: 25% open rate, 0.8% opt-out rate
- 72. #LitmusLive @LitmusApp @ChadSWhite Which email campaign performed better? A: 20% open rate, 0.3% opt-out rate; Next email: 22% open rate B: 30% open rate, 0.8% opt-out rate; Next email: 17% open rate A caused much less churn and fatigue.
- 74. #LitmusLive @LitmusApp @ChadSWhite Focus on maximizing the value of a subscriber, not on maximizing the results of a campaign.
- 75. ❏ Focus on deep metrics, not surface metrics. ❏ Don’t get trapped in campaign thinking. You’re building relationships over time. RECAP Data-Driven Failure
- 77. #LitmusLive @LitmusApp @ChadSWhite Brands use email tactics consumers hate because they’re not measuring it’s full effect.
- 78. #LitmusLive @LitmusApp @ChadSWhite Every email you send has… ● Internal stakeholders with channel, sales, and business goals ● External stakeholders in the form of inbox providers and subscribers
- 79. #LitmusLive @LitmusApp @ChadSWhite Inbox Provider Impact Email Campaign Success Subscriber Reaction Email Campaign’s Omnichannel Influence Email Campaign Engagement CAMPAIGN EXTERNAL STAKEHOLDERS INTERNAL STAKEHOLDERS
- 80. #LitmusLive @LitmusApp @ChadSWhite And every email you send is just one part of an ongoing... ● Email program with growth goals over time ● Relationship with inbox providers and subscribers
- 81. #LitmusLive @LitmusApp @ChadSWhite Inbox Provider Relationships Inbox Provider Impact Email Campaign Success Email Program Success Subscriber Relationships Subscriber Reaction Email Campaign’s Omnichannel Influence Email Program’s Omnichannel Influence Email Campaign Engagement CAMPAIGNPROGRAM EXTERNAL STAKEHOLDERS INTERNAL STAKEHOLDERS
- 82. Thank You! Check out the Litmus Blog for the recording and slides for this webinar.