Email marketing trends 2014

transcript

Data protection 2013

Friday 8 February

#dmadata

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Email marketing trends 2014Tuesday 4 February 2014, Karmarama#dmaemail

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Welcome from chair

Anthony Wilkey, Regional Director, Smart Focus

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8.30am Registration and breakfast

9.00am Welcome from the ChairAnthony Wilkey, Regional Director, Smart Focus

9.10am Research findingsPhil Singh, Vice President EMEA, Epsilon & Marcus Geary, Analyst, eBay Enterprise Marketing Solutions

9.30am The Power of Data Driven Personalisation

DMA gold winner, Best use of email marketing - EasyJet case study

Tony Miller, Managing Partner, Havas EHS

9.50am Planning your segmentation strategy? Watch out there’s two elephants in the room!

Dela Quist, Chief Executive Officer, Alchemy Worx

10.10am Q&A

10.45am Close

Agenda

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Research Findings

Phil Singh, Vice President EMEA, Epsilon Marcus Geary, Analyst, eBay Enterprise Marketing Solutions

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Agenda

Overview

Key Findings

Themes and Trends

Overview

How email marketing has evolved in 2013

Published annually for the past 7 years

Complements the National Email Benchmarking Report

B2B (54%) and B2C (46%) responders

Circa 60 questions

A rare, unbiased opportunity to recognise and assess trends

Key Findings

Email remains a critical marketing component

ROI is now delivering 2500%!

Budget allocation remains steadfast

Retention, so last year – now engagement!

Contact frequency is reducing

Heightened emphasis on segmentation

1. Email Works!

2.4 Looking forward, how would you expect your

company’s expenditure on email to change?

3.2 How much is the approximate return you get back for

every pound spent on email marketing?

£1 to £5 £6 to £10 £11 to £20 £21 to £40

£31 to £40 £41 to £50 £51 to £60 £61 to £70

2012: £21.28

2013: £24.93

2. Data-Driven

Marketing is

Occurring

1.4 What type of email message helps you to achieve your

business goals? Please select all that apply.

1 Regular newsletter

2 Customer Survey

3 Welcome message

4 Limited time offer

5 Thank you message

6 Regular newsletter - RFM

3.3 What percentage of your email revenue comes form

the following types of email?

5.3 On average how many different customer segments

does your business use to segment your mailings?

Don't segment list Segment into 2-3 different audiences Segment into 4-6 different audiences Segment into more than 6 differentaudiences

2011 2012 2013

5.2 What is the maximum number of times you contact an

address on your list in one month?

Mean number of emails:

2013: 3.4 times per month

2012: 4.1 times per month

3. If email is doing so well, why does

confidence in it appear to be declining?

Enthusiasm for email appears to be becoming more ‘meh’: are we on the cusp of the predicted email marketing fatigue?

Reports of Email’s death have been greatly exaggerated…

40-50% lack confidence in their ability to test

Has there been a return to…

Outside resourcing, technology and data are the biggest constraints facing email marketing

• Big Data!!!!• The range of communication instruments

available to marketers

• The Platform war

• Technology integration

• Omnichannel integration

• BI and Analytics

• Segmentation complexity

The Power of Data Driven Personalisation

DMA gold winner, Best use of email marketing -EasyJet case study

Tony Miller, Managing Partner, Havas EHS

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The Power of Data Driven Personalisation

case study: easyJetFebruary 2014

What you’ll see today…

1. Personalisation is key…

2. to create a connected customer

experience…

3. that develops meaningful relationships

Personalisation is keyas ‘Me-tail’ consumer trend takes the lead

An increasingly overcrowded inbox means that

delivering personalised communications and

behaviour driven content is key for brands to get

through the noise.

56% of consumers say they would be more

inclined to use a brand if it offered a personalised

experience, lifting sales by 7.8%.

Prediction:

As personalisation solves the problem of ‘deal

fatigue’ and ‘deal overload’ with emails. Brands

will increasingly personalise the experience so

they send customers only the most relevant deals

and offers.

To create a connected customer

experienceAs marketers become the architects

Consumers are willing for brands to capture and

use their data as long as the benefit outweighs

this exchange, and their experience is enhanced.

Smart segmentation, an integrated experience

and timing are all crucial in getting

Personalisation right.

There is a 50% uplift based purely on a message

being served at the right time and in the right

Prediction:

Brands will start to capture a range of customer

behaviours from mutliple touch points along the

journey to weave a more engaging story and

deliver individualised content across channels

and in real time.

That develops meaningful relationshipsto increase brand loyalty within your customer base

Consumers have increased expectations from

brands to preempt their needs and demand

relevance. By turning consumer data into helpful,

personal insights, you can serve customer the

content they want, quicker, building meaningful

relationships.

59% say they would buy more often from a brand

that uses their data to create relevant offers and a

good service. 63% of UK consumers are more

loyal to brands that use personal data effectively.

Prediction:

Brands will look to develop meaningful

relationships beyond point of sale, that will

incidentally affect their bottom line.

Delivering unprecedented results through

systems, automation, data insight and

personalisation

A journey from one size fits all to using smart data to talk to travellers

differently based on why and where they’re travelling. Creating an engaging

conversation with travellers that has seen a huge uplift in sales.

Using data strategy in the creative approach

33To produce uplift in additional bookings…

Bringing it all together

THANK YOU

Tony MillerManaging PartnerHavas EHSTony.miller@havasehs.com

Planning your segmentation strategy? Watch out there’s two elephants in the room!

Dela Quist, Chief Executive Officer, Alchemy Worx

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Planning Your Segmentation Strategy? Watch out there’s two elephants in the room!

Dela Quist: CEO Alchemy Worx

@DelaQuist

@AlchemyWorxuk.linkedin.com/in/delaquist

Why Listen To Me?

On The Other Hand……

Email Is Very Important To Business

Sending To The Right Person At The Right Time - Marketing

Automation Would Not Be Viable Without Email

Email & marketing automation tools require specialist human

Design for DesktopCopywriting

QAStrategy

Trigger Programs

Responsive Design For Mobile/Tablet

Testing & Optimisation

HTML Coding

Inbox Delivery

Reporting

Campaign Analysis

Project Management

Planning

Social Media Integration

The Human Part Of Email Marketing Is Hard To

Resource In House

Time To Outsource?

Marketing Automation Comes With A Health Warning

The Main Impact Of Segmentation

Email Communication Is Becoming Less Regular

Has It Made A Difference?

Drop In Contact Frequency Will Cause Revenue

To Drop

TOPIC OF SLIDE

Short Description of Slide: Option #1

TOPIC OF SLIDE

Subhead Headline:

• Here is bullet number one text

(use a soft return for second line)

TOPIC OF SLIDE

Subhead Headline:

Dixons Retail, the electrical goods retailer that owns Currys and PC World, has reported a strong Christmas sales period.

Like-for-like sales - which strip out the effect of store openings and closures - in the UK and Ireland rose 5% in the three months to 4 January, with internet-led sales up 23%.

How We Feel About Email Not Driven By Frequency

What Is Engagement?

http://alchemyworx.com/calculator

TOPIC OF SLIDE

Subhead Headline:

You Can’t (Re)Engage With An Email You Don’t Get

THANK YOU!

Dela Quist

CEO Alchemy Worx

dela@Alchemyworx.com

Twitter: @DelaQuist & @AlchemyWorx

LinkedIn: uk.linkedin.com/in/delaquist

Thank You & Stay in touch

www.alchemyworx.com

@alchemyworx

linkedin.com/company/alchemy-worx

@delaquist

uk.linkedin.com/in/delaquist

alchemyworx.com/delaquist_ebook

dela@alchemyworx.com

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Closing comments

Anthony Wilkey, Regional Director, Smart Focus

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Upcoming events

The New Look of Loyalty: Digital, Social, Mobile, Real-time Webinar – Wednesday 26 February 2014

Email measurement is evolving…are you? – Thursday 27 February 2014

Taking the lead: Customer acquisition barometer 2014 –Thursday 27 March 2014

Visit: http://dma.org.uk/event-listing?page=1&reset=1