Draftfcb's Chris Miller says at the Email Insider Summit in his keynote "nerds are my best friend." They are coders and bring things to life. They work assiduously crunching on Tech Tuesdays, which
the agency holds.
Creative & Development have a "shotgun marriage," he says. The agency has a maxim where it looks at "behavior first, technology second." Technology is an enabler.
The agency has worked with behavioral economists to determine how people make decisions. He are some principles to use with email messaging in the mobile space:
1) "Make it scarce" -- use
offers, promotions and other tactics that have an expiration date.
2) "Make it vivid" -- tell a story.
3) "Make the benefit or pain immediate" -- people will take $100 now, rather
than $200 later; they don't want to wait for a longer payoff.
4) "Make it about people like me, or nothing like me" -- give information about how it applies to a individual on a personal
level.
5) "Make it comparable"
6) "Make it simple" -- what happens when someone clicks? Don't ask for a lot from consumers on a registration page, for example? The mobile space is not
conducive to it. Twitter doesn't ask for much to sign-up.
7) "Make it a mission"
Miller said there are six things in mobile that can be applied to email:
1) Connective tissue
-- location-based messaging, consider when messages are delivered (context), look at where people are accessing the content
2) Make it bite-sized, relevant and disposable -- it can't be
something that requires lots of scrolling
3) It's not optional -- people don't consider mobile devices things that are optional, they know they must have them all day
4) Make it
useful or don't do it -- if you can't make it a compelling experience for consumers, forget it, opt-out rates and annoyance will escalate
5) Consider mobile as a time killer and time saver --
both can work, Angry Birds has made a lot of money helping people kill time
6) "If you make it work, people notice" --