Alterian Webinar

      Introduction

    by Alastair Tempest,
      Director General,
Federation of European Direct
  and...
Federation of European Direct
       and Interactive Marketing



PROMOTE       PROTECT                INFORM


          ...
3




                             Sponsors
Main Sponsor:
                                                 www.alterian.co...
Legal Issues

 Increasingly complex
Wide variations in national laws
EU promising to revise its Directive
              Bu...
Next S
              N    Steps

 Preparing the 2nd edition for 2011.
 Getting national associations to develop
their resp...
Email Marketing:
     How It's Working for Europe
A summary of the 2010 FEDMA Pan-European Survey



                     ...
THE 1ST PAN EUROPEAN
EMAIL MARKETING
BENCHMARK REPORT
Agenda


1. Summary Facts

2. Trends

3. Ideas and Suggestions

4. Next Steps
Let’s Take a Look at the Results
SUMMARY FACTS
Summary Facts


• The FIRST, but not the
  Final!

   – Independent

   – 16 Countries

   – 75 Email Providers

   – 464 ...
Summary Facts


• It’s all about Growth




           Email marketing is gaining a greater share of 
           the marke...
TRENDS
Trends


• Primarily B2B marketing
Trends


• Email practitioner experience is generally low
Trends


• Personalization (and segmentation) are still lagging
Trends


• Inbox placement issues are plaguing European mailers
  and are now a differentiator for email marketers
Trends


• Email marketing is still identified as strategically important
Trends


• Revised privacy laws in the UK and EU are spurring efforts
  for email marketers to keep up with compliance
IDEAS & RECOMMENDATIONS
Ideas & Recommendations


• Privacy
Ideas & Recommendations


• Privacy
Ideas & Recommendations


• Testing

   – 33% to 58% of email
     marketers are NOT testing

   – Test more rigorously an...
Ideas & Recommendations


• Program Documentation


 Document                  Plan for
 processes                 overlap...
Ideas & Recommendations


• Program Documentation


 Document                  Plan for
 processes                 overlap...
Ideas & Recommendations


• Deliverability Resolution

   – List quality

   – List hygiene

   – Reputation




         ...
Ideas & Recommendations


• Win-back Email Campaigns

  – The majority of companies do
    not use email marketing for
   ...
Ideas & Recommendations


• Transactional email



  Traditional “welcome”
  email to new subscribers




  Opportunity to...
RECAP
Recap


1. Email Marketing is on a
   GROWTH trajectory
Recap


1. Email Marketing is on a
   GROWTH trajectory

2. Many factors affect
   success for email
   programs
Recap


1. Email Marketing is on a
   GROWTH trajectory

2. Many factors affect
   success for email
   programs

3. A pla...
NEXT STEPS
Next Steps


1. Request a copy of the full FEDMA survey report
   [http://www.alterian.com/resource-links/campaigns/2010ca...
Q&A
Email Marketing:
                How It's Working for Europe
          A summary of the 2010 FEDMA Pan-European Survey



...
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Email Marketing: Find Out How It's Working for Europe

  1. 1. Alterian Webinar Introduction by Alastair Tempest, Director General, Federation of European Direct and Interactive Marketing g
  2. 2. Federation of European Direct and Interactive Marketing PROMOTE PROTECT INFORM 2
  3. 3. 3 Sponsors Main Sponsor: www.alterian.com www alterian com www.alterian.com Other Sponsors: www.telefaction.com www.par.se www.fokusintegrated.com www.opt-4.co.uk www.mardev.com d 3
  4. 4. Legal Issues Increasingly complex Wide variations in national laws EU promising to revise its Directive But will this help? Key issues y What is opt in / consent? Which national laws apply Transparency (purpose) and updating T ( ) d d ti 4
  5. 5. Next S N Steps Preparing the 2nd edition for 2011. Getting national associations to develop their responses. Identifying best practices from the results. y g p 5
  6. 6. Email Marketing: How It's Working for Europe A summary of the 2010 FEDMA Pan-European Survey Ivan Chalif Director of Product Marketing @ivanchalif ivan.chalif@alterian.com
  7. 7. THE 1ST PAN EUROPEAN EMAIL MARKETING BENCHMARK REPORT
  8. 8. Agenda 1. Summary Facts 2. Trends 3. Ideas and Suggestions 4. Next Steps
  9. 9. Let’s Take a Look at the Results
  10. 10. SUMMARY FACTS
  11. 11. Summary Facts • The FIRST, but not the Final! – Independent – 16 Countries – 75 Email Providers – 464 End users
  12. 12. Summary Facts • It’s all about Growth Email marketing is gaining a greater share of  the marketing wallet at the expense of traditional  advertising and offline media
  13. 13. TRENDS
  14. 14. Trends • Primarily B2B marketing
  15. 15. Trends • Email practitioner experience is generally low
  16. 16. Trends • Personalization (and segmentation) are still lagging
  17. 17. Trends • Inbox placement issues are plaguing European mailers and are now a differentiator for email marketers
  18. 18. Trends • Email marketing is still identified as strategically important
  19. 19. Trends • Revised privacy laws in the UK and EU are spurring efforts for email marketers to keep up with compliance
  20. 20. IDEAS & RECOMMENDATIONS
  21. 21. Ideas & Recommendations • Privacy
  22. 22. Ideas & Recommendations • Privacy
  23. 23. Ideas & Recommendations • Testing – 33% to 58% of email marketers are NOT testing – Test more rigorously and beyond just subject lines, sender name, time of day and week, and spam filter scoring Source: Email Marketing Industry Census 2010 by Econsultancy.
  24. 24. Ideas & Recommendations • Program Documentation Document Plan for processes overlap Identify what has worked/not worked in Map out the the past future
  25. 25. Ideas & Recommendations • Program Documentation Document Plan for processes overlap Identify what has worked/not worked in Map out the the past future
  26. 26. Ideas & Recommendations • Deliverability Resolution – List quality – List hygiene – Reputation If you don’t already have it, get access to deliverability specialists, NOW!
  27. 27. Ideas & Recommendations • Win-back Email Campaigns – The majority of companies do not use email marketing for win-back campaigns following the loss of customers – 25% of all win-back campaigns have CTR between 10%-12% – Email win-back campaigns have garnered conversion to sale or action of between 2% and 5%
  28. 28. Ideas & Recommendations • Transactional email Traditional “welcome” email to new subscribers Opportunity to return to the website for additional benefit
  29. 29. RECAP
  30. 30. Recap 1. Email Marketing is on a GROWTH trajectory
  31. 31. Recap 1. Email Marketing is on a GROWTH trajectory 2. Many factors affect success for email programs
  32. 32. Recap 1. Email Marketing is on a GROWTH trajectory 2. Many factors affect success for email programs 3. A plan for the future
  33. 33. NEXT STEPS
  34. 34. Next Steps 1. Request a copy of the full FEDMA survey report [http://www.alterian.com/resource-links/campaigns/2010campaigns/FEDMAreport] 2. Review your email marketing programs and determine how, when, and where you can make improvements 3. Review country-specific privacy requirements and insure that your programs are in compliance 4. Engage with your sender (or find one that can meet your needs) if you need guidance or capabilities beyond what you currently have
  35. 35. Q&A
  36. 36. Email Marketing: How It's Working for Europe A summary of the 2010 FEDMA Pan-European Survey Alistair Tempest Ivan Chalif Director General, FEDMA Director of Product Marketing atempest@fedma.org @ivanchalif ivan.chalif@alterian.com

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