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Email marketing trends 2014

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  • 1. Data protection 2013 Email marketing trends 2014 Tuesday 4 February 2014, Karmarama #dmaemail Friday 8 February #dmadata Supported by Sponsored by
  • 2. Welcome from chair Anthony Wilkey, Regional Director, Smart Focus #dmaemail Sponsored by
  • 3. Agenda 8.30am Registration and breakfast 9.00am Welcome from the Chair Anthony Wilkey, Regional Director, Smart Focus 9.10am Research findings Phil Singh, Vice President EMEA, Epsilon & Marcus Geary, Analyst, eBay Enterprise Marketing Solutions 9.30am The Power of Data Driven Personalisation DMA gold winner, Best use of email marketing - EasyJet case study Tony Miller, Managing Partner, Havas EHS 9.50am Planning your segmentation strategy? Watch out there’s two elephants in the room! Dela Quist, Chief Executive Officer, Alchemy Worx 10.10am Q&A Sponsored by 10.45am Close
  • 4. Research Findings Phil Singh, Vice President EMEA, Epsilon Marcus Geary, Analyst, eBay Enterprise Marketing Solutions #dmaemail Sponsored by
  • 5. Agenda  Overview  Key Findings  Themes and Trends
  • 6. Overview  How email marketing has evolved in 2013  Published annually for the past 7 years  Complements the National Email Benchmarking Report  B2B (54%) and B2C (46%) responders  Circa 60 questions  A rare, unbiased opportunity to recognise and assess trends
  • 7. Key Findings
  • 8. Key Findings  Email remains a critical marketing component  ROI is now delivering 2500%!  Budget allocation remains steadfast  Retention, so last year – now engagement!  Contact frequency is reducing  Heightened emphasis on segmentation
  • 9. 1. Email Works!
  • 10. 2.4 Looking forward, how would you expect your company’s expenditure on email to change?
  • 11. 3.2 How much is the approximate return you get back for every pound spent on email marketing? 2012: £21.28 2013: £24.93 £1 to £5 £6 to £10 £11 to £20 £21 to £40 £31 to £40 £41 to £50 £51 to £60 £61 to £70
  • 12. 2. Data-Driven Marketing is Occurring
  • 13. 1.4 What type of email message helps you to achieve your business goals? Please select all that apply. 1 Regular newsletter 2 Customer Survey 3 Welcome message 4 Limited time offer 5 Thank you message 6 Regular newsletter - RFM 2012 2013
  • 14. 3.3 What percentage of your email revenue comes form the following types of email?
  • 15. 5.3 On average how many different customer segments does your business use to segment your mailings? 50% 45% 40% 37% 34% 35% 30% 27% 29% 28% 25% 20% 15% 38% 19% 18% 20% 21% 15% 11% 10% 5% 0% Don't segment list Segment into 2-3 different audiences 2011 2012 Segment into 4-6 different audiences 2013 Segment into more than 6 different audiences
  • 16. 5.2 What is the maximum number of times you contact an address on your list in one month? Mean number of emails: 2013: 3.4 times per month 2012: 4.1 times per month
  • 17. 3. If email is doing so well, why does confidence in it appear to be declining?
  • 18. Enthusiasm for email appears to be becoming more ‘meh’: are we on the cusp of the predicted email marketing fatigue?
  • 19. Reports of Email’s death have been greatly exaggerated…
  • 20. 40-50% lack confidence in their ability to test
  • 21. Has there been a return to…
  • 22. Outside resourcing, technology and data are the biggest constraints facing email marketing • Big Data!!!! • The range of communication instruments available to marketers • The Platform war • Technology integration • Omnichannel integration • BI and Analytics • Segmentation complexity
  • 23. The Power of Data Driven Personalisation DMA gold winner, Best use of email marketing EasyJet case study Tony Miller, Managing Partner, Havas EHS #dmaemail Sponsored by
  • 24. The Power of Data Driven Personalisation case study: easyJet February 2014
  • 25. What you’ll see today… 1. Personalisation is key… 2. to create a connected customer experience… 3. that develops meaningful relationships
  • 26. Personalisation is key as ‘Me-tail’ consumer trend takes the lead An increasingly overcrowded inbox means that delivering personalised communications and behaviour driven content is key for brands to get through the noise. 56% of consumers say they would be more inclined to use a brand if it offered a personalised experience, lifting sales by 7.8%. Prediction: As personalisation solves the problem of ‘deal fatigue’ and ‘deal overload’ with emails. Brands will increasingly personalise the experience so they send customers only the most relevant deals and offers.
  • 27. To create a connected customer experience As marketers become the architects Consumers are willing for brands to capture and use their data as long as the benefit outweighs this exchange, and their experience is enhanced. Smart segmentation, an integrated experience and timing are all crucial in getting Personalisation right. There is a 50% uplift based purely on a message being served at the right time and in the right place Prediction: Brands will start to capture a range of customer behaviours from mutliple touch points along the journey to weave a more engaging story and deliver individualised content across channels and in real time.
  • 28. That develops meaningful relationships to increase brand loyalty within your customer base Consumers have increased expectations from brands to preempt their needs and demand relevance. By turning consumer data into helpful, personal insights, you can serve customer the content they want, quicker, building meaningful relationships. 59% say they would buy more often from a brand that uses their data to create relevant offers and a good service. 63% of UK consumers are more loyal to brands that use personal data effectively. Prediction: Brands will look to develop meaningful relationships beyond point of sale, that will incidentally affect their bottom line.
  • 29. 29 Delivering unprecedented results through systems, automation, data insight and personalisation
  • 30. 30 A journey from one size fits all to using smart data to talk to travellers differently based on why and where they’re travelling. Creating an engaging conversation with travellers that has seen a huge uplift in sales.
  • 31. Using data strategy in the creative approach
  • 32. To produce uplift in additional bookings… 33
  • 33. Bringing it all together
  • 34. THANK YOU Tony Miller Managing Partner Havas EHS Tony.miller@havasehs.com
  • 35. Planning your segmentation strategy? Watch out there’s two elephants in the room! Dela Quist, Chief Executive Officer, Alchemy Worx #dmaemail Sponsored by
  • 36. Planning Your Segmentation Strategy? Watch out there’s two elephants in the room! Dela Quist: CEO Alchemy Worx uk.linkedin.com/in/delaquist @DelaQuist @AlchemyWorx
  • 37. Why Listen To Me?
  • 38. On The Other Hand……
  • 39. Email Is Very Important To Business
  • 40. Sending To The Right Person At The Right Time - Marketing Automation Would Not Be Viable Without Email
  • 41. Email & marketing automation tools require specialist human input Design for Desktop Responsive Design For Mobile/Tablet Copywriting Planning Reporting Testing & Optimisation Project Management Inbox Delivery Trigger Programs HTML Coding Strategy Campaign Analysis QA Social Media Integration
  • 42. The Human Part Of Email Marketing Is Hard To Resource In House
  • 43. Time To Outsource?
  • 44. Marketing Automation Comes With A Health Warning
  • 45. The Main Impact Of Segmentation
  • 46. Email Communication Is Becoming Less Regular
  • 47. Has It Made A Difference?
  • 48. Drop In Contact Frequency Will Cause Revenue To Drop
  • 49. TOPIC OF SLIDE Short Description of Slide: Option #1
  • 50. TOPIC OF SLIDE Short Description of Slide: Option #1 Subhead Headline: • • Here is bullet number one text Here is bullet number one text (use a soft return for second line) • Here is bullet number one text
  • 51. TOPIC OF SLIDE Short Description of Slide: Option #1 Subhead Headline: • • Here is bullet number one text Here is bullet number one text (use a soft return for second line) • Here is bullet number one text
  • 52. Dixons Retail, the electrical goods retailer that owns Currys and PC World, has reported a strong Christmas sales period. Like-for-like sales - which strip out the effect of store openings and closures - in the UK and Ireland rose 5% in the three months to 4 January, with internet-led sales up 23%.
  • 53. How We Feel About Email Not Driven By Frequency
  • 54. What Is Engagement?
  • 55. http://alchemyworx.com/calculator
  • 56. TOPIC OF SLIDE Short Description of Slide: Option #1 Subhead Headline: • • Here is bullet number one text Here is bullet number one text (use a soft return for second line) • Here is bullet number one text
  • 57. You Can’t (Re)Engage With An Email You Don’t Get
  • 58. THANK YOU! Dela Quist CEO Alchemy Worx dela@Alchemyworx.com Twitter: @DelaQuist & @AlchemyWorx LinkedIn: uk.linkedin.com/in/delaquist
  • 59. Thank You & Stay in touch alchemyworx.com/delaquist_ebook dela@alchemyworx.com @delaquist uk.linkedin.com/in/delaquist www www.alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx
  • 60. Q&A #dmaemail Sponsored by
  • 61. Closing comments Anthony Wilkey, Regional Director, Smart Focus #dmaemail Sponsored by
  • 62. Upcoming events The New Look of Loyalty: Digital, Social, Mobile, Real-time Webinar – Wednesday 26 February 2014 Email measurement is evolving…are you? – Thursday 27 February 2014 Taking the lead: Customer acquisition barometer 2014 – Thursday 27 March 2014 Visit: http://dma.org.uk/event-listing?page=1&reset=1