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

All data is optional, you can post anonymously. Your email address will not be published. By submitting a comment you agree that your IP address will be spam-checked by Askimet in the USA.