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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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Participate in Today’s Discussion…

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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  ryan.phelan@acxiom.com  402-­‐630-­‐5836  @ryanpphelan  

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Thank you!

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