Home >Marketing >Email marketing trends 2014

Email marketing trends 2014

Date post:08-May-2015
Category:
View:1,068 times
Download:0 times
Share this document with a friend
Transcript:
  • 1.Data protection 2013Email marketing trends 2014 Tuesday 4 February 2014, Karmarama #dmaemail Friday 8 February #dmadataSupported bySponsored by

2. Welcome from chair Anthony Wilkey, Regional Director, Smart Focus #dmaemailSponsored by 3. Agenda 8.30amRegistration and breakfast9.00amWelcome from the Chair Anthony Wilkey, Regional Director, Smart Focus9.10amResearch findings Phil Singh, Vice President EMEA, Epsilon & Marcus Geary, Analyst, eBay Enterprise Marketing Solutions9.30amThe Power of Data Driven Personalisation DMA gold winner, Best use of email marketing - EasyJet case study Tony Miller, Managing Partner, Havas EHS9.50amPlanning your segmentation strategy? Watch out theres two elephants in the room! Dela Quist, Chief Executive Officer, Alchemy Worx10.10amQ&ASponsored by 10.45amClose 4. Research Findings Phil Singh, Vice President EMEA, Epsilon Marcus Geary, Analyst, eBay Enterprise Marketing Solutions#dmaemailSponsored by 5. Agenda Overview Key Findings Themes and Trends 6. 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 7. Key Findings 8. 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 9. 1. Email Works! 10. 2.4 Looking forward, how would you expect your companys expenditure on email to change? 11. 3.2 How much is the approximate return you get back for every pound spent on email marketing?2012: 21.28 2013: 24.931 to 56 to 1011 to 2021 to 4031 to 4041 to 5051 to 6061 to 70 12. 2. Data-Driven Marketing is Occurring 13. 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 message4 Limited time offer 5 Thank you message 6 Regular newsletter - RFM 20122013 14. 3.3 What percentage of your email revenue comes form the following types of email? 15. 5.3 On average how many different customer segments does your business use to segment your mailings?50%45% 40%37%34%35% 30%27%29%28%25% 20% 15%38%19%18%20%21%15% 11%10%5% 0% Don't segment listSegment into 2-3 different audiences20112012Segment into 4-6 different audiences2013Segment into more than 6 different audiences 16. 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 17. 3. If email is doing so well, why does confidence in it appear to be declining? 18. Enthusiasm for email appears to be becoming more meh: are we on the cusp of the predicted email marketing fatigue? 19. Reports of Emails death have been greatly exaggerated 20. 40-50% lack confidence in their ability to test 21. Has there been a return to 22. 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 23. The Power of Data Driven Personalisation DMA gold winner, Best use of email marketing EasyJet case study Tony Miller, Managing Partner, Havas EHS #dmaemailSponsored by 24. The Power of Data Driven Personalisation case study: easyJet February 2014 25. What youll see today1. Personalisation is key 2. to create a connected customer experience 3. that develops meaningful relationships 26. Personalisation is key as Me-tail consumer trend takes the leadAn 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. 27. To create a connected customer experience As 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 placePrediction: 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. 28. That develops meaningful relationships to 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. 29. 29Delivering unprecedented results through systems, automation, data insight and personalisation 30. 30A journey from one size fits all to using smart data to talk to travellers differently based on why and where theyre travelling. Creating an engaging conversation with travellers that has seen a huge uplift in sales. 31. Using data strategy in the creative approach 32. To produce uplift in additional bookings33 33. Bringing it all together 34. THANK YOU Tony Miller Managing Partner Havas EHS Tony.miller@havasehs.com 35. Planning your segmentation strategy? Watch out theres two elephants in the room! Dela Quist, Chief Executive Officer, Alchemy Worx #dmaemailSponsored by 36. Planning Your Segmentation Strategy? Watch out theres two elephants in the room!Dela Quist: CEO Alchemy Worx uk.linkedin.com/in/delaquist@DelaQuist @AlchemyWorx 37. Why Listen To Me? 38. On The Other Hand 39. Email Is Very Important To Business 40. Sending To The Right Person At The Right Time - Marketing Automation Would Not Be Viable Without Email 41. Email & marketing automation tools require specialist human input Design for DesktopResponsive Design For Mobile/TabletCopywritingPlanning Reporting Testing & Optimisation Project Management Inbox DeliveryTrigger ProgramsHTML CodingStrategyCampaign Analysis QASocial Media Integration 42. The Human Part Of Email Marketing Is Hard To Resource In House 43. Time To Outsource? 44. Marketing Automation Comes With A Health Warning 45. The Main Impact Of Segmentation 46. Email Communication Is Becoming Less Regular 47. Has It Made A Difference? 48. Drop In Contact Frequency Will Cause Revenue To Drop 49. TOPIC OF SLIDE Short Description of Slide: Option #1 50. TOPIC OF SLIDE Short Description of Slide: Option #1Subhead Headline: Here is bullet number one text Here is bullet number one text(use a soft return for second line)Here is bullet number one text 51. TOPIC OF SLIDE Short Description of Slide: Option #1Subhead Headline: Here is bullet number one text Here is bullet number one text(use a soft return for second line)Here is bullet number one text 52. 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%. 53. How We Feel About Email Not Driven By Frequency 54. What Is Engagement? 55. http://alchemyworx.com/calculator 56. TOPIC OF SLIDE Short Description of Slide: Option #1Subhead Headline: Here is bullet number one text Here is bullet number one text(use a soft return for second line)Here is bullet number one text 57. You Cant (Re)Engage With An Email You Dont Get 58. THANK YOU! Dela Quist CEO Alchemy Worx dela@Alchemyworx.com Twitter: @DelaQuist & @AlchemyWorx LinkedIn: uk.linkedin.com/in/delaquist 59. Thank You & Stay in touchalchemyworx.com/delaquist_ebookdela@alchemyworx.com @delaquist uk.linkedin.com/in/delaquist www www.alchemyworx.com@alchemyworx linkedin.com/company/alchemy-worx 60. Q&A #dmaemailSponsored by 61. Closing comments Anthony Wilkey, Regional Director, Smart Focus #dmaemailSponsored by 62. Upcoming events The New Look of Loyalty: Digital, Social, Mobile, Real-time Webinar Wednesday 26 February 2014 Email measurement is evolvingare you? Thursday 27 February 2014 Taking the lead: Customer acquisition barometer 2014 Thursday 27 March 2014Visit: http://dma.org.uk/event-listing?page=1&reset=1

Click here to load reader

Embed Size (px)
Recommended