The evolving landscape: How the email world has shifted the center of digital marketing – Ryan Phelan, VP Marketing Insights at Adestra Inc
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How important is your email address? Think about it. You use it to communicate with your bank, insurance, family, the list goes on. Once considered a disposable part of daily life, your email address is now more important than your bank account number. Listen to Ryan to learn how the changes in global data practices and privacy laws are pushing companies across the world to look to email marketing to lead them to the promised land of addressability of the consumer and what that means for email marketing and marketers.
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The evolving landscape: How the email world has shifted the center of digital marketing – Ryan Phelan, VP Marketing Insights at Adestra Inc
- 1. The Evolving Landscape: How the email world has shifted to the center of the digital marketing November 2016
- 5. Ok, in all seriousness, what I want to talk about is data.
- 7. We access it on our phones…
- 12. …when they have 3 addresses How do you identify a consumer...
- 14. Email Continues to “Bring Home the Bacon”
- 15. Only 33% are doing advanced segmentation Source: Adestra 2016 Email Marketing Industry Census
- 16. We haven't reached a point where email’s value drives more than a promotional message
- 17. Digital Behavioral Past Purchase Self Disclosed Third Party The industry is focusing too much on the “Shiny Object” and not on the core success path – using data
- 18. Our acquisition is flawed because we don’t know the customer
- 19. 19 Understanding your customer takes FOCUS outside of what you know Interests Preferences Device usage Life stages Product propensities
- 20. Source: eMarketer September 2016 75%Of that revenue is for google and Facebook
- 21. This is where our money is going…
- 22. Total contacts = 3,000,000 Records being fully used = 3,000 STOP ALL ADVERTISING!!!
- 23. It’s like we enjoy having the same customer… …multiple times on our CRM believing they look different. We have to become first person marketers
- 24. Time to rebuild your own house to recognize the consumer, and laser target your customers
- 25. Our marketing must incrementally evolve our efforts to use more data
- 26. 26View Full Case Study Life’s too short to drink a wine that’s not for you… NakedWines automated product recommendation emails deliver a highly personalized customer experience, increasing conversions and profit per customer. 40% conversion rate 7.9% increase in profit per customer
- 27. Email is a to drive… EVERYTHING
- 28. Digital Marketing Future (Present) State
- 31. Time to jump into the big bowl
- 32. Email Continues to “Bring Home the Bacon”
Editor's Notes
- First off, yes. I am from America…or “Merica”. And I have one thing to say to all of the UK on behalf of the people of “Merica”
- Ok, in all seriousness, what I want to talk about is data. Specifically email and how all of you in the room are literally sitting in the center of the digital universe.
- This simple email address can unlock so much data on you.
- But when we think about email, we have 2 perspectives. First is the campaign we do everyday, and the second is about how we consume that in our personal lives. I want us today to think about both sides of this chasm. ON the personal side, an email address is accessed on our phone
- Retailers have it cause we give it for receipts or savings
- Doctors have our email address
- Our home information has it
- Even banks have it. The information that can be consolidated based on your email address is amazing….and very scary
- But how can we link all that data when the average consumer has 3 email addresses.
- Especially when we as marketers are devaluing email like this.
- I mean, yes. Email continues it’s reign in digital advertising in the US and UK and brings home the REAL BACON. Yes. US BACON RULES.
- Think about it. On average, UK advertisers are spending £253 per connected user on advertising. How much are we wasting ‘cause we’re acquiring customers we already have?
- We’re literally pouring money down the toilet
- I mean, yes. Email continues its reign in digital advertising in the US and UK and brings home the REAL BACON. Yes. US BACON RULES.