Last week we held the 9th annual Email Marketing Summit of Australia (EMSA). What a day! It was jam packed with insights and learning from some of the best in the email marketing biz. We’ve pulled together a quick video wrapping up the day – see if you can spot yourself.
There were a couple of takeaways that really stood out to me.
1. Don’t be annoying with your emails
Our keynote, Justine Jordan from Litmus highlighted this early on. As marketers we’ve been invited into someone’s inbox, this is a very personal space. We should be the polite houseguest, not the rude door-to-door salesperson.
This is what she has coined the Subscriber Experience. Make your emails inspiring and give your customers a good feeling after reading your email.
2. Make the most of your transactional emails
This came up a couple of times during the day. And rightly so because 64% of readers place transactional email as the most important email in their inbox. So it doesn’t make sense to waste this opportunity.
Whether your business sends, invoices, delivery notices or receipts, make sure you take the time to brand these emails and give your customer a positive experience.
David Smerdon from Outfound shared an example from Uber that highlights just how useful transactional emails can be, both for the receiver and the sender!
3. Segmenting your database is essential to provide engaging content
We know that email marketing works best when the email you’re sending is timely, relevant and personal. And the best way to make sure your content is all of the above? Send tailored emails to smaller segments of your database.
The funny thing is, this comes up at every EMSA! But year on year we learn about new and innovative ways to further personalise email content.
Photos from the day
We’ve uploaded an album with snaps from the day, so check it out and make sure you tag yourself in the photos.
Thanks again to everyone who came along and to the speakers for sharing their expertise. We’re looking forward to seeing you all again next year for our big 10 year anniversary!