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Email continues to reign as one of the most profitable channels for marketers, and one of the leading paths to purchase. But how can marketers effectively leverage email as a connection between other …

Email continues to reign as one of the most profitable channels for marketers, and one of the leading paths to purchase. But how can marketers effectively leverage email as a connection between other channels to bridge the gap between brands and today’s hyperconnected and empowered customers?

Experian Marketing Services Strategic Account Directors, Liz Gould and Elaine Moneyhon, present 2013’s hottest integrated email trends and cutting-edge tips to increase customer engagement and marketing ROI.
In this presentation, you will learn:
- How customers are engaging with emails across devices
- How marketers are optimizing email messaging for customers’ channel preferences
- Real-life case studies that you can implement today to maximize the reach and success of your email campaigns

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  • 1. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Email Big Wins for 2013 #EmailBigWins Liz Gould Director, Strategic Accounts, Experian Marketing Services Elaine Moneyhon Client Partner, Strategic Accounts, Experian Marketing Services
  • 2. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. About the presenters Liz Gould Liz Gould brings over 13 years of knowledge, passion and experience in digital media to her colleagues and clients at Experian Marketing Services. In her current role as director of strategic accounts, Liz advises Experian Marketing Services' largest accounts on their email, mobile and social strategies. She began her career at agencies like Euro RSCG, advising clients such as Mastercard, Goldman Sachs, Genentech, and Electronic Arts. Elaine Moneyhon Elaine Moneyhon brings her passion and knowledge of e-marketing to the Experian Marketing Services Strategic Accounts team with more than eight years of experience gained in the retail, online media, financial, non-profit, radio and television industries. In her current role, Elaine works primarily with Fortune 500 retailers to develop e- marketing strategy that drives engagement, growth and profitability through their email marketing programs. Elaine is a graduate of The Ohio State University where she received a BA in Communication as well as her MBA with a focus in marketing. #EmailBigWins
  • 3. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. What we do Best customer Engage them across channels Identify and profile your best customer Find more of them Intelligently bringing brands and customers closer together. Every time. #EmailBigWins
  • 4. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Experian Marketing Services Intelligently bringing brands and customers closer together. Every time.  Offline and digital consumer behavior  Segmentation & audience creation  Consumer insight  Addressable advertising  Linkage and identity resolution  Data verification  Customer data management  Email  Online  Mobile  Social  Display  Print Consumer insights and targeting Data quality Cross-channel marketing #EmailBigWins
  • 5. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Addressing channel overload #EmailBigWins
  • 6. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Messaging by the numbers 100%of clients surveyed message with email 28%send SMS/MMS messages to customers 8% Market based on channel preference #EmailBigWins
  • 7. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Channel preference #EmailBigWins
  • 8. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Offering choice in emails #EmailBigWins
  • 9. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Offering choice upon sign up or in preference centers #EmailBigWins
  • 10. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Offering choice upon sign up or in preference centers #EmailBigWins
  • 11. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Offering choice upon sign up or in preference centers #EmailBigWins
  • 12. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. The rise of mobile viewership #EmailBigWins
  • 13. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Industry mobile opens 2011 - 2013 Some clients have more than 60% of their customers reading emails on their mobile devices! 32% 10% 58% WebmailMobileDesktop 25% 43% 32% data courtesy of Litmus #EmailBigWins
  • 14. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Mobile not necessarily “on the go”  Return Path asked a panel where they are when they purchase items from a smartphone  The data shows that using a smartphone to purchase is a matter of convenience  Emails should be mobile optimized for the same reason! #EmailBigWins
  • 15. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. How are our clients optimizing for mobile? of clients have a mobile site #EmailBigWins
  • 16. 16©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. How are our clients optimizing for mobile? of clients have a mobile app #EmailBigWins
  • 17. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. of clients have done no email optimization for mobile devices How are our clients optimizing for mobile? #EmailBigWins
  • 18. 18©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Think about how your emails look on a smaller screen #EmailBigWins
  • 19. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Think about using shorter subject lines •Keep subject lines at a length of 30-35 characters •Keep the Pre- Header text at a length of 40-45 characters #EmailBigWins
  • 20. 20©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Designing for mobile • Streamlined navigation • Slimmer design • Larger copy • Mobile app call-outs • Larger, tap-friendly calls to action #EmailBigWins
  • 21. Responsive design #EmailBigWins
  • 22. #EmailBigWins
  • 23. #EmailBigWins
  • 24. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Remind users of the mobile experience #EmailBigWins
  • 25. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Mobile shopping incentives #EmailBigWins
  • 26. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Make it easy for your customers #EmailBigWins
  • 27. 27©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 27©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Let them show coupons or boarding passes from their phones #EmailBigWins
  • 28. 28©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 28©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. “The more channels marketers embrace, the more email programs they’ll need to support them” - Forrester “Email connects everything in the mix” #EmailBigWins
  • 29. 29©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 29©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email ↔ Print #EmailBigWins
  • 30. 30©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 30©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. million The number of photos uploaded to Instagram every day Source: The State Of Social Sharing in 2013, WebHostingBuzz Get visual
  • 31. 31©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 31©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email ↔ Social #EmailBigWins
  • 32. 32©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 32©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email ↔ Social #EmailBigWins
  • 33. 33©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 33©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email ↔ Social 35%Of clients have used “pin it” Buttons in emails 43%Have used “like it” buttons in emails 21%Have used “tweet this” buttons in emails #EmailBigWins
  • 34. Of clients allow social sharing at checkout #EmailBigWins
  • 35. 35©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email ↔ Mobile #EmailBigWins
  • 36. 36©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 36©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Email ↔ Store #EmailBigWins
  • 37. 37©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 37©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Engagement #EmailBigWins
  • 38. #EmailBigWins
  • 39. 39©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 39©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Clients with high click rates – what drives clicks? #EmailBigWins
  • 40. 40©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 40©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Clients with high click rates – what drives clicks? #EmailBigWins
  • 41. 41©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 41©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Clients with high click rates – what drives clicks? #EmailBigWins
  • 42. 42©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 42©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Editorial emails #EmailBigWins
  • 43. #EmailBigWins
  • 44. 44©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 44©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Rating customer experience #EmailBigWins
  • 45. 45©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 45©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Surveys: Low effort, high return 2.5% 5.76% Unique Clicks Revenue per Email $ 0.13 $ 0.22 Survey emailsQ2 2013 Promo benchmark #EmailBigWins
  • 46. #EmailBigWins
  • 47. 47©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 47©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Getting creative with reactivation #EmailBigWins
  • 48. 48©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 48©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Confirmed Opt In (COI) SL: Open To Confirm Your Email (Plus, Save 50%!) 27% of clients use a COI for inactive subscribers #EmailBigWins
  • 49. 49©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 49©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. COI Performance 8.6% 10.3% Unique Opens Unique Clicks 5% 1.5% Q1 2013 Other reactivation emailsCOI Reactivation COI reactivation mailings have 3.3x higher click rates than other reactivation emails #EmailBigWins
  • 50. #EmailBigWins
  • 51. 51©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 51©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. What types of remarketing campaigns does your email program include? 78% 48% 22% 33% 31% 15% 19% 19% 44% Abandoned cart (one message) Abandoned cart series Abandoned form or activity Product browse-based Category browse-based Browse on sale Replenishment Back in stock Thank you for purchase (not order or ship confirmation) Over 85% increase from last year Over 130% increase from last year Over 48% increase from last year #EmailBigWins
  • 52. 52©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 52©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Get smarter #EmailBigWins
  • 53. 53©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 53©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Targeting past purchasers #EmailBigWins
  • 54. 54©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 54©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Use your data! SL: Time's Running Out: Wedding Invitations by Kleinfeld Paper SL: Is 1-24-2013 your child's birthday? SL: Fat Dots Picked Just For You! #EmailBigWins
  • 55. 55©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 55©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Personalized content works! Lift in Transaction Rates For emails with some form of personalization over non personalized emails #EmailBigWins
  • 56. 56©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 56©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. New and hot! #EmailBigWins
  • 57. 57©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 57©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Twitter acquisition #EmailBigWins
  • 58. 58©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 58©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Gmail Tabs - overview May 29th Roll-out (Desktop) June 3rd Roll-out (Some Android mobile apps) Totally Optional Customizable #EmailBigWins
  • 59. 59©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 59©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Gmail Tabs – our research Other domains Higher Open Rates in July 8/12 7/12 7/12 5/12 Higher Click Rates in July Based on an internal study of 12 clients, more clients saw better performance in Gmail than in other email clients from May to July, 2013 (pre-tab and post-tab) #EmailBigWins
  • 60. 60©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 60©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Gmail Tabs – action plan Short Term Long Term • Track before/after Gmail performance (From May-July) • Ensure friendly froms and subject lines are clear • Consider informing subscribers about changes • Widen analysis to include more historical or YOY data • Overlay transactional email data to follow response rate • Continue to monitor Gmail performance as compared to other email clients #EmailBigWins
  • 61. 61©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 61©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Gmail Quick Action buttons #EmailBigWins
  • 62. 62©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 62©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Gmail Quick Actions – event RSVPs 6 2 Pumpkin Spice Latte Time! Starbucks #EmailBigWins
  • 63. 63©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 63©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Google Quick Actions – Redeeming offers 6 3 #EmailBigWins
  • 64. 64©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 64©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Updates since last year Clients sending SMS and/or MMS campaigns Up 17% over 2012 survey results #EmailBigWins
  • 65. 65©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 65©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Updates since last year Clients collecting birth date in addition to email address Up 54% over 2012 survey results #EmailBigWins
  • 66. 66©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 66©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Updates since last year Clients sending e-receipts from store purchases Up 86% over 2012 survey results #EmailBigWins
  • 67. 67©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 67©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Updates since last year Clients using a pop up for email collection Up 107% over 2012 survey results #EmailBigWins
  • 68. 68©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 68©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Thank you! Q & A Blog: http://www.experian.com/blogs/marketing-forward Twitter: @experianmkt Facebook: /ExperianMarketingServices LinkedIn: /ExperianMarketingServices