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Ryan Phelan, VP Global Shared Services, Acxiom Len Shneyder, Director of Industry Relations, Message Systems
Plan Ahead for the Top 2015 Trends in Email
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A link to the webinar replay will be provided via email following the presentation
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Len Shneyder
2015 Through the Lens of 2014
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Everything Old Is New Again
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The mobile tipping point came and went
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Mobile device usage exceeds desktops
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2013 was the year of responsive design
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Innovation did happen in 2014, but it was limited
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mobile
sms
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Things to consider in 2015
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Worldwide data growth One
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Leveraging big data insights requires real-time access
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Inbox 83%
Spam 6%
Missing 11%
Companies continue to struggle with deliverability
Return Path Inbox Placement Benchmark Report 2014
Two
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There are over 12,000 ISPs Globally with millions of domains
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The future is personalized Three
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A segment of one
2014 Recap and Predic0ons for Focus in 2015
What have we learned and what are the investments we can start to meet
the challenges of digital media
Prior Industry Experience • Vice President, Strategy at BlueHornet • Director, Email Marke0ng & Acquisi0on at Sears
Holdings • Responsible for East Coast Opera0ons at Responsys • 15 years in the email/online marke0ng space • Client engagements have included: Porsche USA,
deviantART.com, Zazzle.com, Xerox, snagajob.com, KFC, Kodak, Match.com, Netgear, PAC-‐SUN, TOM-‐TOM, EnMasse Entertainment and Perry Ellis, Skype, HP Worldwide, General Motors, American Cancer Society, FedEx, U.S Bank, FNBO, Capital One, Wells Fargo, CenturyLink and more
Thought Leadership • DM News: Email Gets Personal (Cover Story) • Mashable 10/2014: “Google’s Inbox and What It Means
for Email Marketers” • Keynote address – March 2012, EEC12 • Ranked as one of the top 40 Digital Marke0ng
Strategists in the country by OMI • Chair of the EEC, Board Member of the ESPC
Ryan Phelan Vice President, Global Shared Services Acxiom Digital Imapct @ryanpphelan
Mobile adoption continued to increase, but as a whole, email marketing continued to try to climb uphill toward a goal of hyper-relevant marketing. The challenge continues to be organizations willingness to invest in the channel outside of basic 1:many email segmentation.
Email Moved Slowly
This makes the picture look good, but when you dip into the numbers, it’s about what marketers believe is personalization and what is advanced tactics.
You (or Your Clients) Undertake Any Form of Personalization In Your (or Their) Marketing Activity?
I'd venture a guess that respondents' definition of email personalization is fairly basic. Many marketers are still using batch and blast tactics for their emails and are often limited in their personalization efforts to merging data fields, such as name and company that are available in their CRM systems.
- Mike Harris Monetate
Through Which Channels do You Personalize?
“ “
Many believe that personalization is a way to appeal to the consumer. The challenge is that the presence of mere personalization in an email communication does not fully resonate with the consumer. Segmentation must be used to personalize data driven content.
Balancing Personalization With Segmentation
We’re encouraged by companies using advanced data outside of email response data (RFM) and would see this behavior continuing as Big Data applications propagate the marketplace.
Segmentation Is Making Some Strides
The Age of the Consumer
Email continues to be at the center of marketing efforts for companies in communicating with their customers.
Email Continues Its Reign
Deliverability Changes Were Moderate
• Law is based upon a strict idea of consent between implied and express consent with consent being the primary rule of law
• Pre-Checked boxes are no longer consent
• It affects not only email, but program downloads
• Limited term to gain permission
Canadian Anti-Spam Law
These are consistent with prior years, we would like to see more action associated with this even in a alpha/beta testing stage to start small instead of sacrificing the now for the perfect.
Here Comes 2015…priorities
2015 is going to be around the discussion of the 1:1 addressable customer
Customer Insights • 1:1 Marke0ng • Future of Digital Media
Relevant Content is at the core of all our marketing efforts…
The struggle that companies face is that customer data is in disparate places with inconsistent unifying information because email is moving from a channel to an identify (Pii)
How do you address a consumer...
…when they have 3 addresses
This must change and must be tested
Not starting with an addressable customer
means you end up spending a lot of money on a small group of people
Our own internal customer insights don’t really know the customer
Consumers look at you through the window, but they have a life outside of you
Knowing your customer is understanding the other 359°
Leading Fashion Brand Uses Data Driven Persona’s for Success
Result – 6 personas & 4 category interests
Long Term Value (LTV)
Cluster Lift %
Loyals 42%
Dye Hards 77%
Young Starters 141%
iSuburbans 68%
Mature Metros 126%
Techie Cosmetics 108%
Total 147%
What Does All This Allow You To Do Your Job
• Score your program on how good you can address your subscribers
• Look at your current acquisition strategy
• Participate in the “one view of the customer” conversations
• Look toward progressive profiling and gathering information
• Onboard your customers
1. Develop a clear goal that you want to accomplish in 12 months • Post this goal in a prominent location to remind you. Make it something
you’ve never tried but suspected could increase response
2. Pick one email a month to test something besides an effective subject line • Have a different creative or element within the email that matches the
audience for this test…other than an effective subject line
3. Segment one email a month by a profile attribute • Target by gender, past purchase, repeat purchase, new to file, age of records
4. Read 20 minutes a day • There’s a lot of material out there from noted authors on email marketing and
digital marketing. Email me if you want a list of authors or sites • Educating yourself on current trends gives you more ideas for expanding your
program
5. Attend one webinar a month • There is a wealth of information on the internet and the thought leaders in the
space are talking all the time. Subscribe to popular websites and sit in on a webinar. It will expand your ability to create new visionary ideas
Our Goals for Email Marketers in 2015
Ryan Phelan Vice President, Global Shared Services [email protected] 402-‐630-‐5836 @ryanpphelan
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Thank you!
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