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Email marketing trends 2014

Date post:20-Aug-2015
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  1. 1. Email Marketing Trends 2014 Tim Watson Email Marketing Consultant Zettasphere Ltd Six Trends to follow and use to increase the value of Email MarketingDigital Marketing Priorities 2014 Brought to you by:
  2. 2. Recommended channel hub page: www.smartinsights.com/email-marketing
  3. 3. About me3
  4. 4. Poll: How will your Email Marketing budget change in 2014? Decrease budget proportion on email marketing Keep spend proportion unchanged Increase proportion on email marketing4
  5. 5. TREND 1 MORE EMAIL5
  6. 6. Year on Year Trend Continues Up6
  7. 7. Achieving Acceptance of Increased Pressure Targeting - based on behaviour Trigger Emails Blended Automation7
  8. 8. Behaviour Driven Content8
  9. 9. Real Time Geo-target BehaviourClick rate increase 80% over previous year campaign Source: Moveableink9
  10. 10. Basket Abandon10
  11. 11. Amazon Browse AbandonSource: Zettasphere11
  12. 12. Category Browse AbandonSource: MarketingSherpa12
  13. 13. Triggered by App Use13
  14. 14. Blended Automation 12 314
  15. 15. Publishers monetize Google like Ads in emailSource: LiveIntent15
  16. 16. TREND 2 OFFLINE GETS DIGITAL16
  17. 17. Poll: Are You Involved in Offline Activity? We dont have any offline activity Im not involved in offline Involved as stakeholder Have responsibility for offline17
  18. 18. Emailed ReceiptsAlmost 40% of in-store customers walk out with an electronic receipt Source: Yreceipts18
  19. 19. Hawkins Bazaar Capture CustomersSource: emocial19
  20. 20. SMS-2-Subscribe3.3x more email addresses than publishing a URL Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/ Source: Zettasphere20
  21. 21. TREND 3 MAJORITY MOBILE21
  22. 22. 9 minutes spent daily on email using a mobile device. 7.6% of the total 119 minutes of phone use per day. O2 Mobile life report UK (2013) Population 6.9 billion PCs 1 billion TVs 2 billion Mobiles 5 billion 22
  23. 23. Email Client Share of Opens 30% 25% 20%15% 10% 5% 0%Source: October 2013 emailclientmarketshare.com23
  24. 24. Device Habits How do you buy something you saw in an email on your phone?Source: DMA UK Email Tracking Report 201324
  25. 25. 1: Skinny25
  26. 26. 2: Scalable DesktopMobile26
  27. 27. 3: Responsive27
  28. 28. Responsive Possibilities Hide content on a mobile Change font sizes Change email width Resize images Re-stack row modules into columns Re-stack horizontal navigation links into vertical button panel 28
  29. 29. New TricksStatic call to actionSource: CampaignMonitor29
  30. 30. Is it Worth it? Split test of 12 brands of same creative/offer. True test of responsive vs. non-responsive Client Sector Mortgage Education Education Cash Advance Cash Advance Health Insurance Credit Card Credit Card Credit Card Retailer eRetailer Online DatingResponsive Click Rate Uplift 23% 15% 6% 8% 7% 12% 3% 6% 20% -2% 2% 5%Average 8.75% increase Source: Zetainteractive mobile strategy30
  31. 31. Ensure a Safe LandingMobile orders up 98%, Conversions 20%31
  32. 32. Poll: How Mobile are Your Emails? Not necessary for us Work fine as they are Plan to re-design for mobile in Q1 Re-design low priority for us currently Have been specifically re-designed32
  33. 33. TREND 3 - VIDEO33
  34. 34. Video How effective is video email marketing in your organisation?Source: Web Video Marketing Council34
  35. 35. Majority use Still Frame and Play button35
  36. 36. Personalised Video36
  37. 37. TREND 4 OPEN RATE RETIRES37
  38. 38. Open Rate Retired as a Business Metric38
  39. 39. Recency (Open Reach) not Open Rates Monthly Campaign SizeOpen RateClick RateOpensClicks50,00015%5%75002500Fortnightly Campaigns SizeOpen RateClick RateOpensClicks50,00012%4%6000200050,00012%4%60002000120004000Totals39
  40. 40. TREND 5 INTELLIGENT INBOXES40
  41. 41. Can They Make Email Better?41
  42. 42. Gmail Tabs The VerdictSource: ReturnPath42
  43. 43. One Thing NOT to Worry About43
  44. 44. Summary questions please! Follow me on Twitter @tawatson Email me at [email protected] Email Marketing tips www.zettasphere.com/signup Open Reach Whitepaper http://www.zettasphere.com/the-problem-withclassic-email-campaign-metrics/44
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