Digital Marketing Priorities 2014 Brought to you by:
Email Marketing Trends 2014
Tim WatsonEmail Marketing ConsultantZettasphere Ltd
Six Trends to follow and use to increase the value of Email Marketing
Recommended channel hub page:www.smartinsights.com/email-marketing
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About me
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Poll: How will your Email Marketing budget change in 2014?
Decrease budget proportion on email marketing Keep spend proportion unchanged Increase proportion on email marketing
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TREND 1 – MORE EMAIL
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Year on Year Trend Continues Up
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Achieving Acceptance of Increased Pressure
Targeting - based on behaviour
Trigger Emails Blended Automation
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Behaviour Driven Content
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Real Time Geo-target Behaviour
Source: Moveableink
Click rate increase 80% over previous year campaign
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Basket Abandon
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Amazon Browse Abandon
Source: Zettasphere
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Category Browse Abandon
Source: MarketingSherpa
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Triggered by App Use
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Blended Automation
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2
3
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Publishers monetize‘Google like’ Ads in email
Source: LiveIntent
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TREND 2 – OFFLINE GETS DIGITAL
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Poll: Are You Involved in Offline Activity?
We don’t have any offline activity I’m not involved in offline Involved as stakeholder Have responsibility for offline
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Emailed Receipts
Source: Yreceipts
Almost 40% of in-store customers walk out with an electronic receipt
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Hawkin’s Bazaar Capture Customers
Source: emocial
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SMS-2-Subscribe
Source: Zettasphere
3.3x more email addresses than publishing a URL
Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/
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TREND 3 – MAJORITY MOBILE
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Population 6.9 billion PCs 1 billion TVs 2 billion Mobiles 5 billion
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)
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Email Client Share of Opens
iPho
ne
Outlook
iPad
Andr
oid
Apple
Outlook
.com
Yaho
o!
Windo
ws Live
Gmail
Windo
ws Mail
0%
5%
10%
15%
20%
25%
30%
Source: October 2013 emailclientmarketshare.com
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Device Habits
Source: DMA UK Email Tracking Report 2013
How do you buy something you saw in an email on your phone?
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1: Skinny
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2: Scalable
Desktop Mobile
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3: Responsive
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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
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New Tricks
Source: CampaignMonitor
Static call to action
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Is it Worth it?
Client Sector Responsive Click Rate Uplift
Mortgage 23%Education 15%Education 6%Cash Advance 8%Cash Advance 7%Health Insurance 12%Credit Card 3%Credit Card 6%Credit Card 20%Retailer -2%eRetailer 2%Online Dating 5%
Source: Zetainteractive mobile strategy
Split test of 12 brands of same creative/offer.True test of responsive vs. non-responsive
Average 8.75% increase
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Ensure a Safe Landing
Mobile orders up 98%, Conversions 20%
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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-designed
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TREND 3 - VIDEO
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Video
How effective is video email marketing in your organisation?
Source: Web Video Marketing Council
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Majority use Still Frame and Play button
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Personalised Video
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TREND 4 – OPEN RATE RETIRES
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Open Rate Retired as a Business Metric
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Recency (Open Reach) not Open Rates
Size Open Rate Click Rate Opens Clicks
50,000 15% 5% 7500 2500
Monthly Campaign
Fortnightly CampaignsSize Open Rate Click Rate Opens Clicks
50,000 12% 4% 6000 2000
50,000 12% 4% 6000 2000
Totals 12000 4000
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TREND 5 – INTELLIGENT INBOXES
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Can They Make Email Better?
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Gmail Tabs – The Verdict
Source: ReturnPath
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One Thing NOT to Worry About
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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-with-classic-email-campaign-metrics/
