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SearchLove Boston 2018 - Justine Jordan - The State of Email: Insights from 3,000 Marketers

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With the arrival of GDPR and the ease with which consumers can unsubscribe and report spam, it's more important than ever to treat people like people instead of just leads. To understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 3,000 marketers worldwide. Justine will cover the biggest trends and challenges facing email today and help you put the human back in marketing’s most personal—and effective—marketing channel.

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SearchLove Boston 2018 - Justine Jordan - The State of Email: Insights from 3,000 Marketers

  1. 1. Hello! I’m Justine. 10+ years in email (but who’s counting?) VP of Marketing at a SaaS company, Litmus Brand, content, research, and cats
  2. 2. Hello! I’m Justine. Tweet at me: @meladorri Or at my company: @litmusapp (nice things, please?)
  3. 3. THE STATE OF EMAIL Insights from 3,000 Marketers https://litmus.com/stateofemail
  4. 4. image credit: Karma blog
  5. 5. @meladorri @litmusapp#SearchLove
  6. 6. @meladorri @litmusapp#SearchLove
  7. 7. @meladorri @litmusapp#SearchLove
  8. 8. @meladorri @litmusapp#SearchLove before after
  9. 9. @meladorri @litmusapp#SearchLove How marketers see email.
  10. 10. @meladorri @litmusapp#SearchLove
  11. 11. @meladorri @litmusapp#SearchLove How other humans see email.
  12. 12. @meladorri @litmusapp#SearchLove what marketers wantwhat humans want relevance value fun opens clicks sales
  13. 13. @meladorri @litmusapp#SearchLove Top Reasons Humans Report Spam 0% 10% 20% 30% 40% 50% 60% 43% 45% 50% 51% 53% 57% Percentage of consumers who have marked promotional emails from a brand as spam Irrelevant or too many emails No longer interested in the brand Didn’t subscribe to receive emails Couldn’t easily unsubscribe Bad customer service experience Didn’t work well on smartphone Source: Adapting to Consumers’ New Definition of Spam https://litmus.com/lp/spam-complaints
  14. 14. @meladorri @litmusapp#SearchLove “Irrelevant and unwanted email is the new spam in the eyes of both consumers and Internet Service Providers (ISPs).”  -Chad White, Research Director
  15. 15. “Humans want to connect with real people.” -Aarron Walter, Designing for Emotion image credit: Invision blog
  16. 16. @meladorri @litmusapp#SearchLove
  17. 17. @meladorri @litmusapp#SearchLove 1 2 3 Personalization Improving accessibility Analytics & insights Top Email Marketing Trends + Priorities 4 5 6 Building narratives/storytelling Being “more human” Focus on lifetime value https://litmus.com/blog/email-marketing-priorities-and-budget-changes https://litmus.com/blog/top-email-design-trends
  18. 18. @meladorri @litmusapp#SearchLove 1 2 3 Personalization Improving accessibility Analytics & insights 4 5 6 Building narratives/storytelling Being “more human” Focus on lifetime value 1 2 3 4 5 6 Irrelevant emails Didn’t work on smartphone No longer interested Didn’t subscribe Couldn’t easily unsubscribe Bad customer service experience Marketing trends and priorities Why humans spam marketing emails
  19. 19. @meladorri @litmusapp#SearchLove 1 2 3 Personalization Improving accessibility Analytics & insights 4 5 6 Building narratives/storytelling Being “more human” Focus on lifetime value 1 2 3 4 5 6 Irrelevant emails Didn’t work on smartphone No longer interested Didn’t subscribe Couldn’t easily unsubscribe Bad customer service experience Marketing trends and priorities Why humans spam marketing emails Are marketers and humans aligned?
  20. 20. @meladorri @litmusapp#SearchLove Marketing insights from humans
  21. 21. @meladorri @litmusapp#SearchLove Always collect consent. Insight #1 (Email marketing is opt-in, not opt-out.) https://litmus.com/blog/5-things-you-must-know-about-email-consent-under-gdpr
  22. 22. @meladorri @litmusapp#SearchLove
  23. 23. @meladorri @litmusapp#SearchLove
  24. 24. @meladorri @litmusapp#SearchLove It’s actually a bit more than that GDPR stands for the General Data Protection Regulation (GDPR), which is the EU’s new privacy law. GDPR affects every company that uses personal data from EU citizens. Non-compliance can lead to fines of up to €20 million or 4% of revenue 1 2 3
  25. 25. @meladorri @litmusapp#SearchLove GDPR says: ‣ Consent requires a positive opt-in. ‣ Don’t use pre-ticked boxes. ‣ Keep consent requests separate from other terms & conditions. ‣ Make it easy for people to withdraw consent. ‣ Keep records of all consents. ‣ Refresh consents if they don’t meet the GDPR standard.
  26. 26. @meladorri @litmusapp#SearchLove Create accessible emails. Insight #2 https://litmus.com/blog/ultimate-guide-accessible-emails
  27. 27. @meladorri @litmusapp#SearchLove Check color contrast https://webaim.org/resources/contrastchecker/
  28. 28. @meladorri @litmusapp#SearchLove Send a plain 
 text version (Use multi-part MIME)
  29. 29. @meladorri @litmusapp#SearchLove Use semantic elements <h1 style="mso-line-height-rule:exactly; Margin:0; font-size:24px; line-height: 28px;">This is a title in an email</h1> (Reset weird Outlook styling with mso-line-height-rule) <p style="Margin:0; font-size:14px; line- height:18px;">And this is the paragraph</p>
  30. 30. @meladorri @litmusapp#SearchLove Use role=“presentation” <table role="presentation" border="0" cellpadding="0" cellspacing="0" width="100%"> (Tells screen readers “this is not a data table”)
  31. 31. @meladorri @litmusapp#SearchLove Mobile still matters. Insight #3
  32. 32. @meladorri @litmusapp#SearchLove https://litmus.com/blog/the-2017-email-client-market-share-infographic
  33. 33. @meladorri @litmusapp#SearchLove Responsive design is the status quo https://litmus.com/lp/state-of-email-creative-2017
  34. 34. @meladorri @litmusapp#SearchLove 43% said they’ve marked a brand as spam 51% said they’ve unsubscribed https://litmus.com/lp/spam-complaints
  35. 35. @meladorri @litmusapp#SearchLove Make it easy to unsubscribe. Insight #4
  36. 36. @meladorri @litmusapp#SearchLove Too many marketers make unsubscribing hard. How easy or difficult is it to unsubscribe from receiving promotional emails? Source: Litmus/Fluent Survey 39% 61% Easy Difficult https://litmus.com/lp/spam-complaints
  37. 37. @meladorri @litmusapp#SearchLove
  38. 38. @meladorri @litmusapp#SearchLove 50% of consumers say it’s easier to 
 mark as spam than unsubscribe. Have you marked promotional emails as spam because you couldn’t easily figure out how to unsubscribe? Source: Litmus/Fluent Survey 50% 50% Yes No https://litmus.com/lp/spam-complaints
  39. 39. @meladorri @litmusapp#SearchLove @themarkbailey @darkpatterns Not only is it illegal, but it’s annoying as !#@*&
  40. 40. @meladorri @litmusapp#SearchLove Embrace inbox management controls. Insight #5 (In other words, stop freaking out about the Promotions tab.)
  41. 41. @meladorri @litmusapp#SearchLove Gmail Outlook.com
  42. 42. @meladorri @litmusapp#SearchLove Apple Mail on iOS Yahoo! Mail Inbox by Gmail
  43. 43. @meladorri @litmusapp#SearchLove The Promotions Tab is NOT the Spam Folder https://litmus.com/blog/gmails-promotions-tab-is-not-the-spam-folder
  44. 44. @meladorri @litmusapp#SearchLove Look beyond vanity metrics like opens and clicks. Insight #6 (Those are just the beginning!) https://litmus.com/blog/why-measuring-subject-line-success-by-opens-is-all-wrong
  45. 45. @meladorri @litmusapp#SearchLove Subject line: Thanks for your order
  46. 46. @meladorri @litmusapp#SearchLove Subject line: Thanks for your order Creative campaign, brilliantly executed.
  47. 47. @meladorri @litmusapp#SearchLove Subject line: Thanks for your order WTF?!
  48. 48. @meladorri @litmusapp#SearchLove
  49. 49. @meladorri @litmusapp#SearchLove 46% 54% Yes No 54% of subscribers say they’ve 
 felt tricked by a subject line Have you felt cheated, tricked, or deceived into opening a promotional email by it’s subject line? Source: Litmus/Fluent Surveyhttps://litmus.com/lp/spam-complaints
  50. 50. @meladorri @litmusapp#SearchLove Build a better list. Insight #7 https://litmus.com/blog/the-best-of-the-2017-state-of-email-survey-research-series
  51. 51. @meladorri @litmusapp#SearchLove Here are some great ways to 
 get blocked and blacklisted Email list rental Co-registration Purchased email list Lead generation forms (ebooks, reports, etc.) 1 2 3 4
  52. 52. @meladorri @litmusapp#SearchLove Lead generation forms (ebooks, reports, etc.)4 Humans might want your research and advice, but not your emails. Recall insight #1: Always collect consent
  53. 53. @meladorri @litmusapp#SearchLove
  54. 54. @meladorri @litmusapp#SearchLove Human insights from marketing
  55. 55. @meladorri @litmusapp#SearchLove We suck at measuring email marketing ROI. Insight #1 (Too busy looking at open rates?)
  56. 56. @meladorri @litmusapp#SearchLove 70% of brands can’t measure ROI well 0% 10% 20% 30% 40% 12% 18% 32% 28% 11% How well can your company measure the return on investment of its email marketing efforts? Very poorly Poorly Adequately Well Very well Source: 2018 State of Email Survey, Litmus
  57. 57. @meladorri @litmusapp#SearchLove We spend too much time on reviews and approvals. Insight #2
  58. 58. @meladorri @litmusapp#SearchLove Marketers work with 2.4 other departments—spending 3.9 hours on average—to get emails reviewed & approved… ...and last-minute changes are common, with 64% of brands saying changes are “sometimes” or “often” made after an email has been approved. Source: 2018 State of Email Workflows, Litmus https://litmus.com/email-proof
  59. 59. @meladorri @litmusapp#SearchLove Successful teams use email briefs and checklists consistently. Insight #3
  60. 60. @meladorri @litmusapp#SearchLove Your email brief should include: Who should receive the message? What action should they take? Why will they take action? When should they receive the message? Where are they likely to read the message? 1 2 3 4 5 Free Download: 
 Email Brief
  61. 61. @meladorri @litmusapp#SearchLove Kudos to the 
 heroes among us. Insight #4 (Hats off to the Jacks and Jills of all trades!)
  62. 62. @meladorri @litmusapp#SearchLove The average email professional performs 4.6 job functions 44% oversee all email marketing activities https://litmus.com/blog/a-snapshot-of-the-email-professional-infographic
  63. 63. @meladorri @litmusapp#SearchLove 1 2 3 Always collect consent Create accessible emails Mobile still matters Marketing insights from humans 4 5 6 Make it easy to unsubscribe Embrace the Promotions tab See beyond subject success
  64. 64. “When things get complicated, we simplify by saying ‘what’s best for the customer?’”  -Jeff Bezos, Amazon image credit: Wesley Mann / Fortune
  65. 65. @meladorri @litmusapp#SearchLove Hierarchy of Subscriber Needs REMARKABLE VALUABLE FUNCTIONAL RESPECTFUL exceptional content + experiences targeted, relevant, personalized links and images work permission + expectations @chadswhite
  66. 66. @meladorri @litmusapp#SearchLove 1 2 3Advocate for deeper reporting Streamline the approval process Use briefs and checklists Human insights from marketing 4 Give yourself a pat on the back
  67. 67. @meladorri @litmusapp#SearchLove 1 2 3Advocate for deeper reporting Streamline the approval process Use briefs and checklists Human insights from marketing 4 Give yourself a pat on the back
  68. 68. Thanks! Get all the research at litmus.com/stateofemail

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