Email Evolution Conference 2015 – Twitter Wrap-up

Last week, Email Evolution Conference 2015 took place in Miami. Besides Guy Kawasaki’s Keynote and the award ceremony, a deliverability panel became one central point of the conference. Here are some interesting thought snippets from #EEC15:

eec15

  • “If I had a choice of a follower or an email address, I’d take the email address” — @GuyKawasaki on the power of email #eec15
  • Key takeaway from this panel: Deliverability has become personalized. It’s no longer an all or nothing proposition. #eec15
  • Remember that people on mobile devices don’t click, they tap. Give ‘em big buttons to aim for with those fat fingers. #eec15
  • Most marketers know what IP warm up/ramp up is, but @gmail advises ramp down when #engagement flattens out. send less. #ee…
  • @gmail calculates reputation from several thousand signals and data points, they don’t really use external blacklists reg…
  • Responsive emails tend to improve engagement and conversion. But even if they don’t, you’re still putting your subscribers first
  • Mobile optimization is more than increasing clicks, opens, conversions. It’s about sending a readable, usable message. #eec15
  • Building reputation is hard, so protect it. Don’t let someone else hijack it or destroy it yourself through bad decisions.…
  • Frequency and relevancy continue to be top 2 reasons customers opt out of marketing emails, says Jessica Grewal @blueh…
  • When it comes to content, the best thing you can do is *not* be a marketer. Understand your customer+deliver value @stephani…
  • Can you have Free in the subject line? Personalization? All CAPS? Yes. It doesn’t matter (unless they mark it as spam) #eec…
  • One metric that we don’t look at but should is impressions, the halo effect, of #emailmarketing – @ktrivunovic #eec15 #attribution
  • “Reply” action one of strongest inbox engagement signals for ISPs. Marketers: no-reply FROM is dead #deliverability #emailm…
  • Advice from @aolmail if you have a brand or domain that doesn’t send email, publish an authentication record saying it doesn’t send
  • If a user replies to an email that is a sign of being super important. Ironically most from addresses are not monitored for replies #eec15
  • Why do people subscribe to email or SMS? Discounts, say 80% and 30%, respectively, says Jessica Grewal @bluehornet #ee…
  • Hey #eec15 did you know snail mail is more protected than #email? Let’s update #EmailPrivacy laws & pass #ECPA today! …
  • Once an email gets to the inbox, what the customer does next affects deliverability, says Matthew Moleski @Comcast #ee…
  • Hotmail: without filters we’d have the low tens of billions of messages hitting the front door. #eec15
  • Congratulations @meladorri – 2015 Email Marketer Thought Leader of the Year, #eec15 http://t.co/i5VupEap5K
  • Congrats to @meladorri & @asouers on your well-deserved recognition! It’s great to see strong women leading in #emailmarket…
  • Everyone says they have the “best” product; to stand out tell the story of why your company exists, says @GuyKawasaki …
  • Every mktg communication should provide value: ie, information, insight, or assistance, says @GuyKawasaki #eec15
  • Yes! @meladorri “A leader’s job is to shine a light on people doing the hard work. Honored to stand on shoulders of those gia…
  • Emailers, get a REAL opt in, not implicit or pre-checked boxes, says Sri Somanchi @google. Yes! #eec15
  • CTR is not factored into #email reputation. ISPs do not have visibility into whether users clicked your links #eec15
  • Listen up, sneaky senders… You have a much higher chance of a user marking you as spam if you try to sneak into Gmail’s Primary tab. #EEC15
  • “How Congress Can Protect Americans’ #EmailPrivacy” http://t.co/SKuAXSnLQN @DMA_USA supports passing #ECPA reform NOW!…
  • Less than 5% of all email received by @aolmail has any value, either one to one or legitimate #emailmarketing says Paul ro…
  • Comcast says you should design messages that are intriguing and valuable to customers in order to make it into the inbox. #e…
  • Sony Rewards lifted open rates by 55% by personalizing subject line & preheader #eec15 #emailmarketing #personalization
  • Have what it takes to be an #EmailTycoon? fun game by @AlchemyWorx #eec15 – PLAY IT NOW http://t.co/zmK6wajiFu http://t.co/…
  • always provide value – @GuyKawasaki #eec15 not the value you percieve but that is perceived by others @Heidarsson
  • The lovely and amazing @asouers accepting her #eec15 award with humor, humility and grace. http://t.co/AUQ7HbJlUS
  • Test the copy on a “No” button on email sign up form like “No, I don’t like discounts” to move more to click the yes button…
  • “Email address is a great fingerprint to users and devices, when you buy a tablet one of the 1st things you do is enter your…
  • Implementing a short-term suppression list immediately post-purchase saw a big drop in spam complaints #eec15
  • Larger ISPs look at reputation AND user engagement to decide whether emails make it to the inbox. Relevancy matters! #eec…
  • Gmail doesn’t have blacklists necessarily. It is more reputation based, based on thousands of aspects like IP, domain, spam reports #eec15
  • Key takeaway 2: Webmail providers look at different metrics than marketers. Replies, deletes, complaints, breaches. Not opens/clicks #eec15
  • Spammers send email from unused domains to take advantage of brand recognition. Publish DKIM records publicizing unused domains #eec15
  • Also replying is v good “@LenShneyder: Open, add to address book, rescue from spam and file in folder are all good engagement signals #eec15
Enjoyed this one? Subscribe for my hand-picked list of the best email marketing tips. Get inspiring ideas from international email experts, every Friday: (archive♞)
Yes, I accept the Privacy Policy
Delivery on Fridays, 5 pm CET. You can always unsubscribe.
It's valuable, I promise. Subscribers rate it >8 out of 10 (!) on average.

Leave a Reply

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

All information is voluntary. Your email address will not be published. When commenting, you agree that your IP address will be processed and stored by Askimet in the U.S. for the purpose of recognizing comment-spam.