Today and tomorrow in the world of email


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A review of where email is going by looking at where it has come from. Are the lessons of the past relevant for the future? And what technology, innovation and consumer insight is driving change in the email channel.

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Today and tomorrow in the world of email

  1. 1. Today and tomorrow in the world of email
  2. 2. to look forward 
 we must also look back
  3. 3. the influence of activities from the past……
  4. 4. why does your organisation engage in email marketing?
  5. 5. what would you tell your CFO if challenged on your budget?
  6. 6. email expert group research
  7. 7. Email activity insights Core questions: 1.  Calculating value of email addresses 2.  Calculation of ROI 3.  Investment prioritisation 4.  Allocation of ROI 5.  Most important area of email marketing 6.  Percent of marketing plan 7.  Purpose of email 8.  Internal capabilities 9.  Level of sophistication 10.  Email database strategy
  8. 8. Of the following investment which one will be prioritised?
  9. 9. What’s the most important area of email marketing?
  10. 10. What is your purpose of sending out emails?
  11. 11. Describe the level of sophistication of your email marketing
  12. 12. Summarized… It’s interesting that 63% of respondents say that the main purpose of their emails is to build engagement, but they also say the most important area of email marketing is actually effectiveness, not engagement. Something that is effective to an organisation may not be engaging to consumers.
  13. 13. Summarized… Allocation of ROI across media is another interesting point. 42% said they have a model that allocates across different media which is positive. 42% said first click wins and 6% said last click wins. If you are only using one channel then fair enough. If not, then are you devaluing other channels that you are using?
  14. 14. Summarized… Email marketing is used primarily to build brand engagement with the customer. This makes sense, as email can be a highly customizable and personalized form of communication, and can be seen in the level of sophistication in their email marketing.
  15. 15. strategic role of email….
  16. 16. we’re all direct marketers
  17. 17. …so we have the keys to the kingdom….
  18. 18. we need to talk the language of business
  19. 19. how we should prioritise and focus
  20. 20. once $50,000 = 30,000 (mail packs)
  21. 21. now its more like 1,000,000 (emails)
  22. 22. so where is the targeting and how do we prioritise effort?
  23. 23. all things are not created equal Targeting Execution Proposition Reference: Drayton Bird
  24. 24. Execution Targeting Reference: Drayton Bird Proposition
  25. 25. Timing Execution Proposition Targeting
  26. 26. role of data
  27. 27. balancing data with insights… nice to know a lot of things, but what does it actually mean?
  28. 28. targeting segmentation is what brings us together, not what sets us apart….
  29. 29. Hype Cycle….
  30. 30. what are we measuring – and why?
  31. 31. “Most direct marketing is junk. It’s dumb because it’s lazy marketing, it’s void of data insights and has no clear targeting, no clear offer, and no real reason for customers to take those offers up because often it doesn’t reflect what the brand stands for,”
  32. 32. “This is an industry that still talks about the fact that a 2% response rate is a good result. But that’s a 98% non-response rate. So it’s not good enough.” Mark Buckman B&T 2009
  33. 33. h"p://­‐Jan-­‐June-­‐Email-­‐Metrics-­‐Report.pdf  
  34. 34. the bigger the audience 
 the worse the results?
  35. 35. is this a volume or a value play?
  36. 36. h"p://­‐5-­‐email-­‐markeFng-­‐benchmarks-­‐australia-­‐world/  
  37. 37. role of creativity
  38. 38. Foreword…. For many years there have been two contrary points of view on campaign creativity: some think that creativity and effectiveness are mutually exclusive, that creativity somehow ‘gets in the way’ of business performance. Others argue that they are mutually dependent, that creativity drives long-term commercial returns. This piece of research definitively proves the latter… Andy Pontin, CEO, Clemenger BBDO
  39. 39. key findings…
  40. 40. Creativity to boost effectiveness Don’t regard creativity as a last resort. Creatively awarded campaigns tend to be for smaller brands in more challenging categories – they are often born out of disadvantage, but their benefits apply to all.
  41. 41. Creativity to boost effectiveness If you measure success over the short term (less than 6 months) you will not see the benefits of creativity: it does not drive effectiveness over the short term.
  42. 42. Creativity to boost effectiveness Creativity has a particularly strong beneficial effect on price sensitivity, allowing brands to harden pricing. This has a strong boosting effect on profitability and is its key virtue.
  43. 43. Creativity to boost effectiveness Customer acquisition campaigns are much more effective at driving growth than loyalty campaigns. This is especially true of financial services and packaged goods, but applies universally.
  44. 44. Creativity to boost effectiveness Attack is the best form of defence: aggressive share targets produce more effective campaigns than defensive ones.
  45. 45. Creativity to boost effectiveness Campaigns that make use of diverse broad-reach channels are more effective. This is further evidence of the false logic of tight targeting.
  46. 46. Creativity to boost effectiveness Campaigns that drive sales most powerfully over the short term are not the same as those that do so over the longer term, because the ways each work are different. Most importantly, optimum short-term response campaigns do not reduce price sensitivity: the major engine of long-term profit growth.
  47. 47. testing….
  48. 48. Building a test plan – and integrating that into the purpose… Test what. And how….
  49. 49. The impact of the word “subscription”?
  50. 50. DECREASED conversions by 22.9%
  51. 51. Multivariate tests… h"ps://­‐email-­‐mvt-­‐test  
  52. 52. Results? •  As this was a multivariate test, the team was able to measure how each of the three elements tested influenced results.  •  At 45% the headline copy had the greatest conversion influence.  •  The button/call to action was second at 30%, •  The image had the lowest influence at 25%.
  53. 53. Version A increased click-throughs 
 by 52% at a 95% confidence rate.

  54. 54. Impact of timing on results h"p://  
  55. 55. Sent at 9am vs sent at 1pm •  EST – 12.5% lift in opens •  CST – 100% lift in opens •  MDT – 35% lift in opens •  PST – 4,090% lift in opens
  56. 56. impact of mobile
  57. 57. are you ready? The opportunity to connect with your customers at the right time and drive sales / enquiries / conversion / brand engagement has reached a junction where customer readiness, device function and retailer has aligned…
  58. 58. In the past six months how many times, if at all, have you used your smartphone to make a purchase from a mobile website or using a mobile app?
  59. 59. the future…
  60. 60. driven by innovation, technology or customer need?
  61. 61. In September alone…. •  460 categorised as Primary •  186 categorised as Social •  1159 categorised as Promotional
  62. 62. things to consider
  63. 63. Develop a clearly defined channel purpose.
  64. 64. Creativity is vital.
  65. 65. Ideas over execution.
  66. 66. customer data for insights not just as a mail list. use
  67. 67. Test. Test. Test. everything & anything
  68. 68. Cheap doesn’t always equal effective.
  69. 69. Design for mobile first.
  70. 70. Thanks. e: tw: @phillipsmith | content in the context of the audience