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Wowowow, what an incredible time we’ve had at Email Evolution Conference (EEC) 2018 in New Orleans this week.

As the title sponsor of the event, our North American Adestrian team have been out in full force and we loved meeting each and every one of you.

Did you make it onto our riverboat last night? What an evening it was as we danced our way out of the Hilton hotel and onto the Creole Queen to the beats of the amazing marching band. Here’s just a few of our team posing with them. (We thought it better to put a photo up rather than a video of our dancing, because our rhythmic skills leave a lot to be desired!)

The serious stuff

But now onto the more serious stuff. We know that not everyone could make it to EEC this year, so for those that couldn’t, here are three takeaways that stood out for us. For those that did, we hope you enjoy our little roundup of the good stuff.

  1. Keynote speaker and author of The Revenge of Analog, David Sax, put it best when he said email isn’t going anywhere. Despite people falling back in love with the very analog goods that tech gurus told us that we no longer needed (think hardcopy books, or vinyl records), email is one digital medium that is here to stay.

“The more competition it has, the more it’ll transform, and the more it’ll serve its purpose. Email is one-to-one messaging, it’s personal, decentralized and unlike verticals such as social, it has no other agenda. It works just as well today as it did 15 years ago, if not better,” Sax said.

Hear hear. We couldn’t have put it better ourselves!

  1. Email sign-ups forms. They’re really really important. As Kath Pay from Holistic Email Marketing summed up: “new subscribers are the best buyers”, so utilize this opportunity as best as you can.

The best ways to do this are as follows:

  • Make it easy and intuitive.
  • Be compelling. Why should your visitor subscribe?
  • Set expectations. What will you do with the information once you have it?
  • Inspire trust. Will you protect the subscriber’s data if they give it to you.
  • Be visible. Make sure the CTA for signup is above the fold, otherwise you’re only attracting very dedicated people.
  • Collect only what you need to know. Don’t collect data just because you can. You can always get more details further down the line from tactics such as progressive profiling, but right now it’s about instilling trust and making sure they sign-up.
  • Analyze and test. Never stop testing to see if what you’re doing is working. Look to see where prospective subscribers are dropping off on forms, the persuasiveness of your message, as well as the placement of your signup CTA.
  • Use validation. Always capture a valid email address in real-time.
  • Develop benchmarks. You should know when your form is performing well to also know when it’s going wrong.
  • Be compliant. Be aware of laws such as privacy both externally, as well as within your company.
  1. Most of us email marketers know this already, but it’s so important we wanted to reiterate it anyway. As Chad White from Litmus stated, poor deliverability costs brands money. A lot of it. It results in direct costs from remediating blocks and blacklistings and – usually larger—indirect costs from not being able to reach all of your active subscribers and customers.

One of the biggest contributors to deliverability problems is often down to poor subscriber acquisition, such as renting or buying a list, or co-registration (when a brand allows visitors to its website to sign-up to receive emails from third parties often while signing up for email from the brand).

The risks of these type of acquisition strategies include: violation of ESP’s terms of service, hard bounces, spam complaints, spam traps, low engagement, and negative word of mouth.

In other words, they should be no-go areas!

Signing out for now

So there you have it, our little round-up. If you’re still at the event, we’ll be around for a while longer exhibiting at booth 107. Come on down and say hi!