Email marketing trends 2014

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6 Email marketing trends for 2014 …

6 Email marketing trends for 2014

Tim Watson of Zettapshere presented these trends at a webinar for Smart Insights Digital Marketing Summit 2014.

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  • 1. Email Marketing Trends 2014 Tim Watson Email Marketing Consultant Zettasphere Ltd Six Trends to follow and use to increase the value of Email Marketing Digital Marketing Priorities 2014 Brought to you by:
  • 2. Recommended channel hub page: www.smartinsights.com/email-marketing
  • 3. About me 3
  • 4. 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 4
  • 5. TREND 1 – MORE EMAIL 5
  • 6. Year on Year Trend Continues Up 6
  • 7. Achieving Acceptance of Increased Pressure  Targeting - based on behaviour  Trigger Emails  Blended Automation 7
  • 8. Behaviour Driven Content 8
  • 9. Real Time Geo-target Behaviour Click rate increase 80% over previous year campaign Source: Moveableink 9
  • 10. Basket Abandon 10
  • 11. Amazon Browse Abandon Source: Zettasphere 11
  • 12. Category Browse Abandon Source: MarketingSherpa 12
  • 13. Triggered by App Use 13
  • 14. Blended Automation 1 2 3 14
  • 15. Publishers monetize ‘Google like’ Ads in email Source: LiveIntent 15
  • 16. TREND 2 – OFFLINE GETS DIGITAL 16
  • 17. 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 17
  • 18. Emailed Receipts Almost 40% of in-store customers walk out with an electronic receipt Source: Yreceipts 18
  • 19. Hawkin’s Bazaar Capture Customers Source: emocial 19
  • 20. SMS-2-Subscribe 3.3x more email addresses than publishing a URL Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/ Source: Zettasphere 20
  • 21. TREND 3 – MAJORITY MOBILE 21
  • 22. 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)     Population 6.9 billion PCs 1 billion TVs 2 billion Mobiles 5 billion 22
  • 23. Email Client Share of Opens 30% 25% 20% 15% 10% 5% 0% Source: October 2013 emailclientmarketshare.com 23
  • 24. Device Habits How do you buy something you saw in an email on your phone? Source: DMA UK Email Tracking Report 2013 24
  • 25. 1: Skinny 25
  • 26. 2: Scalable Desktop Mobile 26
  • 27. 3: Responsive 27
  • 28. 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 28
  • 29. New Tricks Static call to action Source: CampaignMonitor 29
  • 30. Is it Worth it? Split test of 12 brands of same creative/offer. True test of responsive vs. non-responsive Client Sector Mortgage Education Education Cash Advance Cash Advance Health Insurance Credit Card Credit Card Credit Card Retailer eRetailer Online Dating Responsive Click Rate Uplift 23% 15% 6% 8% 7% 12% 3% 6% 20% -2% 2% 5% Average 8.75% increase Source: Zetainteractive mobile strategy 30
  • 31. Ensure a Safe Landing Mobile orders up 98%, Conversions 20% 31
  • 32. 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 32
  • 33. TREND 3 - VIDEO 33
  • 34. Video How effective is video email marketing in your organisation? Source: Web Video Marketing Council 34
  • 35. Majority use Still Frame and Play button 35
  • 36. Personalised Video 36
  • 37. TREND 4 – OPEN RATE RETIRES 37
  • 38. Open Rate Retired as a Business Metric 38
  • 39. Recency (Open Reach) not Open Rates Monthly Campaign Size Open Rate Click Rate Opens Clicks 50,000 15% 5% 7500 2500 Fortnightly Campaigns Size Open Rate Click Rate Opens Clicks 50,000 12% 4% 6000 2000 50,000 12% 4% 6000 2000 12000 4000 Totals 39
  • 40. TREND 5 – INTELLIGENT INBOXES 40
  • 41. Can They Make Email Better? 41
  • 42. Gmail Tabs – The Verdict Source: ReturnPath 42
  • 43. One Thing NOT to Worry About 43
  • 44. Summary – questions please!  Follow me on Twitter @tawatson  Email me at twatson@zettasphere.com  Email Marketing tips www.zettasphere.com/signup  Open Reach Whitepaper  http://www.zettasphere.com/the-problem-withclassic-email-campaign-metrics/ 44