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Enchantment, Deliverability, and The Beatles

The Email Evolution Conference (EEC) in Miami was all it promised to be. As we boarded the yacht of information and sailed along the smooth sea of industry-expert knowledge, I was able to soak in an abundance of informative ideas, trends and industry information.

Here are a few key points I took away from the conference:

Opening keynote speaker, Guy Kawasaki spoke to the “Art of Enchantment.” He defined enchantment as, “the process of delighting people with a product, service, organization or idea,” and introduced this concept with the idea of creating an atmosphere of likability and trust in any given situation. He went further by stating that, “cultivating those elements  into a service or product, we can “enchant” a consumer.”

As marketers, our email campaigns rely heavily on engagement. We create and deploy several emails within one campaign, collect data, test and analyze metrics. But sometimes, no matter what we do, we do not get the results we are looking for. Kawasaki’s theory is not rocket science, anyone can assume that being “delighted” with a service or product would initiate the click of a button to open an email or request more information, but to actually attain that level of enchantment through elements such as likeability and trust is the challenge.

An email marketing conference would not be complete without the topic of deliverability. In his Deliverability 101 session, Spencer Kollas spoke to the importance deliverability has on an organization as, “98% of brands use email as a marketing channel.” Clearly, this indicates the importance email deliverability can have on an organization’s overall marketing plan.

Kollas also discussed how, “78% of organizations globally have had deliverability issues within the last 12 months.” The results are not only staggering, but they prove the point that an organization must continuously monitor bounce rates, manage list hygiene and ensure its sender reputation is not susceptible to email filtering. The discussion lead to various types of spam traps, and the impact they have on inbox delivery. Once an IP address is blacklisted in a spam database, 85-90% of mail can be blocked. These are frightening figures for any marketer, but it’s more proof that organizations need to pro-actively take all the necessary steps to stay clear of simple spam traps.

Through a series of cleverly chosen song and album titles, a panel of industry experts lead a discussion on trending topics that encompass the future of email marketing.

The Beatles’ “Here, There and Every Where,” began a discussion on today’s omnichannel consumer. Today, marketers have the ability to reach customers through multiple channels other than email. What does this mean for today’s marketer? While it’s still necessary to utilize and optimize an email communications plan, we must  use a multi-level approach for any email campaign can offer greater opportunity for success.

R.E.M.’s “Automatic For the People,” lead to a conversation of traditional vs. behavioral marketing. Traditional email included the idea of filling up a marketing calendar with general content. Today, behavioral marketing is more impactful and easily accessible through data collection and marketing automation. The general idea was to go from being a push marketer to advancing into a pull marketer. This means instead of pushing out all sorts of content and information that is relevant to your brand as a whole, you take the time to learn more about what your consumers want to read by pulling in data and revising and personalizing your content calendar on a regular basis.

will.i.am’s “Geekin’” brought about a discussion on the ever present struggle between a company’s marketing department and respective technical teams. As we progress into the future, marketers need to get their left-brain wheels turning, so to speak. Technology is now a big part of marketing and everything we do seems to be more data-centric. In order to progress towards these technological advances, pairing up with other departments and working cohesively can ensure successful outcomes.

Beginning with a keynote session on enchantment, a seminar on deliverability and a panel discussion on what we can expect for the future of email marketing, the EEC proved to be an informative and insightful success.

For more insight from the EEC, check out the Twitter stream from attendees using the EEC15 hashtag.

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Harland Clarke Corp. is a leading provider of best-in-class integrated payment solutions and marketing services, serving multiple industries including financial services, retail, healthcare, insurance, and telecommunications.

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