Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

State of Email Marketing Europe - Email marketing and marketing automation report

412 views

Published on

Report for the state of email marketing and marketing automation in Europe. Includes comparative data between several countries in Europe.
Includes expert tips and suggestions from leading email marketing and marketing automation practitioners including Dave Chaffey, Drayton Bird, Dela Quist, Michael Leander and other great practitioners.

Published by Markedu with support from GIDMA

Published in: Marketing
  • Be the first to comment

State of Email Marketing Europe - Email marketing and marketing automation report

  1. 1. State of Email Marketing EUROPE © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com Bonus: Free expert advice from 11 leading email marketers including: Dela Quist Michael Leander Vivek Sharma Chad White Robert Haydock João Ribeiro Drayton Bird Dave Chaffey STATE OF EMAIL MARKETING EUROPE Insights on the state of email marketing in EUROPE 2017
  2. 2. State of Email Marketing in Europe – things are looking better, but still some way to go It is no big secret that email marketing has become essential to many businesses. In spite of all the buzz about social media, content marketing and such, the email channel remains the best performing marketing channel there is. Markedu published the first ever State of Email Marketing study in 2010. Through engagement with hundreds of brands, we found that email marketing was not a priority. Back then. But that has changed. More brands are now looking for smart ways to exploit the benefits of email marketing. And are also exploring ways to use advanced data driven marketing methods such as marketing automation, nurturing and triggered communication. At Markedu we review email communication from hundreds of brands from across Europe each year. The overall quality of communication has improved. But – as this study will reveal - European brands still struggle with certain aspects of email marketing. In the following we give you a quick snapshot of the State of Email Marketing in Europe. Should you have questions, please feel free to get in touch. Warm regards Michael Leander - CEO and Founder of Markedu P.S. This report would not have been possible without the support from GIDMA – performance focused consultants in data-driven marketing, marketing automation and email marketing. http://www.gidma.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  3. 3. Get country-specific results State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com In this report you will find data comparing the survey results for Europe to three countries – namely Denmark, Germany and Portugal. Markedu can deliver the following country specific reports. Portugal download free here http://www.markedu.pt/relatorio-email-marketing-portugal/ Denmark download free here http://www.markedu.dk/email-marketing-statistik-danmark/ United Kingdom – pricing starts at € 499. Contact us at hello@markedu.com Netherlands – pricing starts at € 499. Contact us at hello@markedu.com Germany – pricing starts at € 999. Contact us at hello@markedu.com More countries will be added in the 2018 report.
  4. 4. Now is your chance to prove it. Showcase the result of your hard work and get a chance to win at the EDDM Awards - the only email marketing and data-driven marketing awards for all of Europe, Africa and the Middle East. The next EMEA Email & Data Driven Marketing Awards is just around the corner. Important deadlines*: • Early bird: ends 20th February 2018 • Final submission call 28th March 2018 • Final entries needed by 28th March 2018 • Awards night: Lisbon 19th April 2018 • Future Email Conference Lisbon 20th April 2018 Go to https://www.markedu.com/eddmawards to register your interest and get your special invitation voucher worth € 150 * Any activity targeting an audience in EMEA (Europe, Middle East, Africa) is eligible to participate. Campaigns executed between 1st January 2017 and 25th of March 2018 are eligible to attend. Click here to learn more about the EDDM Awards Are you an outstanding email marketer or data-driven marketer – or both?
  5. 5. I write 200-250 emails a year. This is what I have learned. I write 200-250 emails a year. We rely on them to build our business, so they’re very important to us. This is what I have learned. First, contrary to what many seem to think, your customers’ brains and emotions do not mysteriously morph when they are on-line, nor do marketing principles change. But in fact most emailers have not studied marketing in any depth and so make silly mistakes. As a result most email, like most advertising, is very bad. Why is this? To start with people are naïve about email. They think it is free. It is not. You have three costs. 1. You pay someone to create and run it for you. 2. Or you pay for the time and talent it takes to create and manage – money you could use profitably elsewhere 3. Or you pay in lost sales caused by the way bad emails irritate your prospects or customers. Email is a highly personal medium – me to you. Yet much of it looks wrong– not personal but looking like a leaflet - a common mistake in direct mail. What works in email is what works in direct mail or advertising. First comes good targeting: even the most brilliant message will not work to the wrong people. Creatively you must use emotion and relevant surprise, and promise precise benefits, especially the avoidance of pain or misery. Just as in traditional media, those who communicate most do best. A good example is the highly successful Daily Reckoning which sells investments – and, as its name suggests, e-mails every day. Also, as in traditional media, long copy usually beats short when selling complex or expensive things. For example. I counted the words in a typical Daily Reckoning email. There were 2,444. The fact that most marketers are expensively ignorant of these facts is another matter. Drayton Bird, UK The Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today's marketing. Drayton has worked with many brands, including Amex, Bentley, IBM, Microsoft, Philips, P&G, Unilever, Visa. He has also worked with major ad agencies including Y&R, JWT, FCB and Leo Burnett. Sir Martin Sorrell, WPP founder said: "People all over the world have been lucky enough to learn from him" State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  6. 6. Table of Contents – State of Email Marketing Study • Survey methodology • The overwhelming majority of brands in Portugal believe email helps meet marketing objectives • Most Portuguese brands believe they can accurately measure the sales impact of email marketing • Only in Portugal do brands find that social media is better than email marketing in terms of generating sales. • Data privacy is still an issue in Portugal – only 1 in 4 businesses are confident that they operate within the limits of the law • How confident are you that your email communication renders correctly across all devices? • Frequency of email communication on the rise • What do email marketers find difficult • Which results do email marketers in Portugal expect – on average • What are email marketers using currently and what do they plan to use soon • How do you currently handle email marketing – inhouse or external? • Additional audience background State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  7. 7. Survey Methodology The inaugural State of Email Marketing Report was first published by Markedu in 2010. (see that report here). Multiple country or region specific reports exist. The 2017 results are based on: European report: 2.294 respondents 1.889 brands participated Portugal report: 455 respondents 369 brands participated Denmark report: 89 respondents 84 brands participated Moving forward this report will be published each year. Please note that no ESP (Email Marketing Survey Provider) was involved with the preparation of the report. The results you are about to read are completely unbiased. Learn more about survey respondents on the last pages of this report. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  8. 8. Jenna Tiffany Michael Leander Gerrit van Leeuwen You are invited to The Future Email Conference in Lisbon on April 20th, 2018 Hear cutting-edge case-stories. Get inspired by inspirational and visionary speakers. Meet and mingle with your peers from across EMEA. If your business wants to continue to deliver results using any type of email marketing, this is a must-attend conference. Some of the topics covered at the conference in Lisbon ▪ AI – Artificial intelligence in email marketing ▪ How to optimize your subscriber engagement ▪ Email on the go and immersed experiences ▪ How to improve creativity and content ▪ Personalization and dynamic content You cannot miss this unique conference in sunny Lisbon LEARN MORE ABOUT THE CONFERENCE HERE PS: 19th April 2018 EDDM Awards Night in Lisbon Confirmed Speakers Organized by
  9. 9. 1. The overwhelming majority of brands in Europe believe email marketing helps meet marketing objectives Compared to the rest of Europe, brands in Germany and Portugal are generally more convinced about the efficiency of email marketing The question asked was: “Answer with yes or no: Email marketing newsletters & email marketing promotions helps me meet my marketing objectives” 89,20 83,50 88,60 83,50 11,80 16,50 11,40 16,50 75,00 80,00 85,00 90,00 95,00 100,00 Portugal Rest of Europe Germany Denmark Yes No When we dive deeper into this question, we find the following variations: B2C companies most confident about email marketing efficiency Those with 4-5 years of experience are most confident about email marketing efficiency State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  10. 10. 1(a). The overwhelming majority of brands in Europe believe email marketing helps meet marketing objectives When we dive deeper into this question, we find the following variations: B2C companies most confident about email marketing efficiency Of those who said they only sell to consumers, 94% said that email marketing helps them meet their marketing objectives. For those strictly selling on the B2B market, only 88,9% believe that email marketing helps meet marketing objectives. Those respondents whom said they are selling to both to B2B and B2C, computed the lowest number, namely 85,7% Marketers with 4-5 years of experience are most confident about email marketing efficiency Of those with less than 3 years of email marketing experience, the answer is 89,1%. Those with 4-5 years of experience: 100% Those with 6-9 years of experience: 90,3% And those with over 10 years of experience, surprisingly, only 77,8% feel that email marketing helps them meet their marketing objectives. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  11. 11. What 21 years of (hard-core) email marketing experience has taught me As a young CMO, I became familiar with email marketing by chance in 1996. Formerly a recognized expert in the CRM field, I instantly loved the channel. Mostly because I could track the result of each communication. And because it turned out to be a great channel for getting results. Since 2002 I’ve helped corporations all over the world get results with email marketing. What strikes me is that the issues people had in 2002 are still the same today. I’ve learned a lot over the years, but am still somewhat puzzled that the following issues that still stand in the way of getting results. • Email marketers care too much about themselves and what they want, not a whole lot about their audience and what they want. Mistake. Outside-in thinking is crucial to success in email marketing. • Data chaos is still the norm. Marketers do not seem too keen on consolidating all of their customer and prospect data. Data used for email marketing is siloed, divorced from transactional data, and other behavioral or insight data. That’s a mistake. • Content is random, email marketers lack tactical prowess and business acumen. Content is typically decided and created or sourced based on gut-feeling, personal taste and a whole lot of randomness. That’s a mistake. • Abhorrent attitude towards frequency. Common sentence heard around the watercooler: “We can’t send too often, people will unsubscribe.” Frequency should be decided based on testing and observing audience behavior. Many email marketers communicate inconsistently and/or with low frequency. That may be a mistake. • No testing or wrong methods for testing. Classic. Whenever we show test results from simple A/B split testing campaigns, audiences are - like – “wow”, “incredible”. Yet very few marketers test anything. And many of those that do, don’t know how to do it properly. For me, email marketing has come full circle. It is fully possible to control all aspects of data, tightly integrate with CRM and/or ERP, leverage real-time (behavioral or intent) data and even personalize content on the fly. But none of that matters if the aforementioned issues aren’t resolved. Good luck, Michael Leander. Michael Leander, Denmark An omnichannel proponent, he is a direct marketer with loads of practical experience implementing high performance programs & campaigns. Connect on: Visit website: • www.gidma.com • www.michaelleander.me • www.markedu.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  12. 12. 2. European brands: 52,80% say they can accurately measure the sales impact of email marketing – but in Germany that number is 65,70% The question asked was: “Answer with yes or no: I can accurately measure the impact of our email marketing activities as it relates to generating sales” The ability to measure the impact of sales is quite important. German brands lead the way. 65,50 52,80 65,70 50,60 34,50 47,20 34,30 49,40 0,00 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 90,00 100,00 Portugal Rest of Europe Germany Denmark Yes No 65,7% of German brands report that they can measure the impact that email marketing activities has on sales. This puts German brands ahead of the European average. Interestingly only 50,6% of brands in Denmark say they can measure email marketing impact on sales. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  13. 13. 3. Is social media better than email marketing in terms of generating sales? No, says nearly 60% of European brands. But in Portugal it is different. The question was: “Answer with yes or no: In terms of generating sales, email marketing has proven more effective than any of the social media network platforms we use” 46,99 59,50 74,30 56,00 53,10 40,50 25,70 44,00 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Portugal Rest of Europe Germany Denmark Yes No This is an interesting question. We asked because we suspected that the emotional preference would kick in. You see, many marketers feel that social media is fun and easy to do. Whereas email marketing is perceived to be less fun and more difficult to do. Hence, we’ve experienced that many marketers are inclined to prioritize social media marketing over email marketing. Perhaps this also has to do with the misconception that email is dead. Well, email marketing is not dead. In fact, the channel is growing steadily. And experts believe email will not go away any time soon. Some even believe that emails will become the new websites. In Europe, brands feel that email marketing is better at delivering results than using social media networks. But in Portugal brands believe the opposite to be true. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  14. 14. GIDMA is your partner for anything data-driven marketing. Focused exclusively on helping you get results, our consultants are highly experienced. In Europe we help businesses get results in these areas: • Email marketing from A to Z • Marketing automation and lead/customer nurturing • Subscription acquisition – in Portugal and all across the world • Online advertising (we are Google Certified Partners) • Landing page creation and conversion flows with optimization GIDMA - Global · Integrated · Data-driven · Marketing Automation Free “Email Marketing Essentials” Assessment For a limited time only, your organization can avail of GIDMA’s free email marketing fast-track assessment. Contact GIDMA to learn more and see if your business qualifies write directly to joao@gidma.com With many years of deep experience with email marketing and marketing automation, we know what it takes to get results. If your need is to upgrade your current efforts or modernize your email marketing and marketing automation technology, we can help. If your need is to outsource your email communication or insource one or more highly experienced email marketing experts, we can help Get in touch today to learn more about our services Free “Email Marketing Essentials” Assessment
  15. 15. 3(a). European brands find that email marketing is better than social media in terms of generating sales. This is in line with various research, which time and time again puts the ROI and efficiency of email marketing ahead of marketing through social media networks. Although the ROI number of reference (the one reported each year by the US Direct Marketing Association) has decreased from some 42 dollars on every 1 dollars spent to around 30 dollars returned on every 1 dollar spent, the consensus is that email marketing is a powerful medium. But that’s not to say that email marketing should stand alone. Clearly integrating email marketing with other channels often seems to increase overall performance. And that regardless of your specific objective. In the following you see a graph from a survey by Econsultancy. Here you see how email marketing is perceived to generate the most satisfactory ROI of all channels. Well ahead of social media and closely followed only by SEO and content marketing. Only 7% believe that social media produce an excellent ROI whereas 22% believed that email marketing produces an excellent ROI. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  16. 16. Email Is Always On Today most people are never more than a meter from their smartphone. Paradoxically – bizarrely even, we now interact with email any time or place, from the minute we wake until we fall asleep. When a customer signs up to receive email from you, it is a signal they’re ready and willing to hear from you. They would have had to be from Mars to be surprised to get multiple messages a week, particularly when you can ensure they get content that resonates and interests them. This immediacy and frequency email is checked boosts the potential for us to exploit the medium for not only conversion, but brand awareness purposes as well. By sending more email, marketers can increase the number of brand impressions in the inbox and fully utilise the people’s obsession with their mobile devices. Frequency is therefore something you should push to the limit of your ability to deliver relevance. When it comes to the bottom of the purchase funnel, most marketers already know how to deliver results from email. The growth in mobile email interactions and emerging new technologies that help to automate the process, means that email can become a powerful delivery mechanism for new brand impressions. The main barrier to full integration of brand marketing with direct response is the lack of a customer level view of all digital interactions. To succeed and be prepared for the next decade marketers should focus their investment on customer-centric reporting tools and testing. Dela Quist, Alchemy Worx Dela Quist, CEO of Alchemy Worx is an internationally renowned email marketing thought leader who uses innovative data analysis to challenge many of the myths and preconceptions in the industry. Connect on: Visit website: • www.alchemyworx.com • www.touchstonetests.io State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  17. 17. 4. Data privacy is still an issue - only 1 in 4 businesses in Europe are confident that they operate within the limits of the law The question asked was: “How confident are you that you know and completely understand the data privacy legislation governing email marketing?” Marketers remain cavalier about privacy issues, even while consumers express heightened concern. Very confident 25% Somewhat confident 60% Not confident at all 15% It is surprising so see that this important area of marketing still is not a priority. Especially considering all the recent and forthcoming changes affecting anything to do with data protection and consumer protection. Just think about the EU General Data Protection Regulation (GDPR) coming into force in 2018. (more here www.eugdpr.org) But - as you can see in the graph - it is an issue all around Europe. And it goes to prove that businesses have quite a job to do to ensure compliance with current legislation. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  18. 18. 4(a). Data privacy: only 1 in 4 businesses are confident that they operate within the limits of the law. How Portugal, Germany and Denmark compare to the rest of Europe Businesses in Germany seem to be more aware of the legislation as only 8,60% said they are not confident that they completely understand the data privacy legislation governing email marketing. In Portugal 24,90% said they are very confident that they do, which is slightly below the European average of 28,70%. Not confident Very confident Portugal 15,00% 24,90% Germany 8,60% 34,30% Denmark 20,50% 22,90% Rest of Europe 19,90% 28,70% State of Email Marketing EUROPE © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  19. 19. Email Marketing as a communication channel within the omnichannel marketing approach Email is a powerful marketing channel and like every channel has its own specific characteristics. One of them is that it has the power to be very personal and as such may have a strong positive impact. With the development of technology it has become much easier to send loads of emails to a big audience. Sometimes the ease of sending has withheld the development of personalization and customization of emails. Another element is that many companies are still struggling to get their customer data completely and accurately organized in one place and do not take advantage of the intelligence that data can add to email. Personalisation is marketing trend number one, for all channels. For that you need the personal data of your customers and prospects. And in order to get access to personal data you need the trust and a model that is operationally compliant with the new European privacy regulation GDPR. Just a quote on the GDPR: "This is perhaps one of the most significant milestones achieved in data protection in our lifetime and the democratisation of the world’s biggest single digital market is now complete". Jan Philipp Albrecht MEP The GDPR Enforcement date: 25 May 2018 - at which time those organizations in non-compliance will face heavy fines amounting to the higher of 20 million or 4% of the annual world wide income. Contrary to the 1995 European privacy Directive, the regulation is direct European law which will be enforced in a coordinated way throughout Europe. Every organization that emails to European residents will be impacted by the regulation. Our advise, make privacy by design and default part of your email marketing strategy and consider a 2-way cooperation with your customers as to their personal data. You will be compliant and the impact or your emails will increase. Marc Stubbé has a background in media, digital and technology. He is Managing partner of The CMR Agency. The CMR Agency advises companies to increase customers engagement through new sustainable personal data models. Connect on: Visit website: • www.thecmragency.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com Marc Stubbé, The CMR Agency
  20. 20. 5. How confident are you that your email communication renders correctly across all devices? Only 15,80% of businesses in Europe feel they are NOT in control in terms of how emails present themselves across different devices and channels. Failing to render correctly across all devices, will reduce efficiency of your email communication. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com Very confident; 31,30% Somewhat confident; 52,90% Not confident at all; 15,80% Very confident Somewhat confident Not confident at all Tools to do it – email rendering and preview tests Litmus - https://litmus.com/email-testing Email on Acid - https://www.emailonacid.com EmailReach - http://www.emailreach.com Previewmyemail - http://previewmyemail.com
  21. 21. I cannot stress enough the importance of making sure your email renders correctly in every device. Every email client displays email differently. For example, the Gmail app on an iPhone will render an email differently than the Gmail app on an Android device. Statistics show that 80% of email subscribers will delete an email if it doesn’t render properly and 30% of those will unsubscribe all together. Granted, getting an email to render properly in every email client isn’t the easiest thing to do but why take the risk? You have worked hard on organically growing, not buying, your email list. I hate to see all that effort wasted with a broken email. Don’t guess, test! John Thies, Email on Acid John Thies is the CEO & Co-Founder of Email on Acid, a service that gives email marketers a preview of how their emails are displayed in the most popular email clients and mobile devices. His career passion is helping marketers send perfect emails. Connect on: Visit website: www.emailonacid.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com • 80% of email subscribers will delete an email if it doesn’t render properly • and 30% of those will unsubscribe all together.
  22. 22. 6. Frequency of email communication on the rise – More than 70% of European brands plan to increase email communication The question asked was: “Answer with yes or no the following statements about frequency of email communication” State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com 33,60% 52,00% 65,50% 70,70% 66,40% 48,00% 34,50% 29,60% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% 80,00% 90,00% 100,00% We send 6 or more email newsletter each month We send 3 or more promotional email campaigns each month We have increased the frequency of email communication in the past year We are planning to increase frequency of email communication in the coming year Frequency indicators for email marketing in Europe Yes No . Frequency of email communication differs a lot depending on industry and demographic. Central European brands communicate less frequently
  23. 23. Email Marketing Rules and Myths As I say in my book, "Email Marketing Rules," "Email marketing’s power is matched only by how incredibly misunderstood the channel is." Although it is a high-performance channel, email marketing is constantly undermined by all the myths out there about how it operates. These myths keep many brands' email marketing programs from achieving their full potential, in terms of both financial returns and creating great customer experiences. Chad’s 5 of 25 email marketing myths and how to deal with them. #1: Subject lines have the biggest impact on whether a subscriber opens an email #2: Millennials don’t like email #3: Can-spam requires brands to obtain consent before sending people email #4: Subject lines can only impact open-rates #5: Consumers are spending less time with email See all the myths and the myth-buster answers here: https://litmus.com/blog/biggest-email-marketing-myths Chad White, Litmus Chad White is the author of “Email Marketing Rules” and Research Director at Litmus. He has written more than 3,000 posts and articles about email marketing trends and best practices. Connect on: Visit website: • www.emailmarketingrules.com • www.litmus.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  24. 24. 7. What do email marketers find difficult? Acquiring new subscribers is considered highly difficult amongst European email marketers The question asked was: “Which of the following do you find difficult?” To be successful in email marketing, one must master several areas. Traditionally email marketers have been struggling to find easy solutions that will allow them to put behavioral data to good use. This continues to be a major issue. Continuously adding new subscribers is the #1 challenge for European email marketers. Marketers also find it difficult to get top- management buy in. Something brands in Portugal have in common with their German counterparts. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com 71,60% 68,50% 52,80% 28,40% 31,50% 47,20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Consistently acquiring new email subscribers is highly difficult Putting behavioral data from email campaigns to good use is highly difficult Getting buy-in from top-management to further expand our email marketing capabilities is highly difficult Yes No
  25. 25. 7.1 Getting top management buy-in is difficult 52,8% of European email marketers find it highly difficult to get buy-in from top-management. Much less of an issue to marketers in Denmark (42,30%) as it is to marketers in Germany where 63,20% said it is difficult to get top management buy-in. Somewhat surprising to us. Perhaps this must be seen in the light of the fact that the majority also say they find it difficult to prove ROMI (Return on Marketing Investment). . Getting top management buy in is difficult comparison Said “Yes, it is difficult” Europe 52,80% Portugal 63,90% Denmark 42,30% Germany 63,30% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  26. 26. 7.2 Putting behavioral data to good use Using behavioral data in email marketing is a matter of sending targeted emails to individuals based on their actions and current and past behavior. This is a highly effective strategy that will help brands increase results and – ultimately – the ROI of email marketing. While most email marketing tools track behavior, it is odd that marketers still find it difficult to put behavioral data to get use. Or perhaps not. An e-consultancy survey from 2015 found that only 20% of email marketers are using behavioral email marketing based on web activity, but 39% were planning to use behavioral email targeting in the future. Putting behavioral data to good use is difficult comparison Said “Yes, it is difficult” Europe 68,50% Denmark 66,70% Germany 60,00% Portugal 69,10% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  27. 27. Person + Profile + Purpose = Performance. Email marketing has always been about Reach. Reaching the right people with an attractive message, but this is an evolutionary concept. Email marketing is reinventing itself by acknowledging Person + Profile + Purpose = Performance. The value is not IN the email list (like we used to say), it is through relationships with people that are on that list. In misguided advise marketers in the past were told to remove barriers to signing up, so to remove all friction, don’t ask anything: Just collect email addresses. Then asked to optimise their effort: The equivalent of trying to paint the Mona Lisa in the dark. The quality of an audience is defined for a large part by the completeness of the subscriber’s profile because there is where Purchase Intent and other valuable data to segment and act on is found. Realise that the same person can be worth either zero or multiple times your average email customer value, by acting on what you are able to know. Every email is a lifecycle email, whether you want it or not. Each customer is in a phase of their customer lifecycle right now. They are going through the buying phases, experiencing your products or almost churning. What you have to do is uncover these things that are already happening. See where you can make the difference. We have all these beautiful marketing automation tools to measure and find out what they are. A subscriber might tolerate one-size-fits-all messages, but that is not the question nor a very good measure of success. The question is; With all of that potential value is out there, what are you going to do about it? I am glad to see that Marketing Automation is picking up steam with more and more email marketers seeing it as an important part of their tools, as well as creating funnels and automated sequences. It signals the ambition of creating a sophisticated and tied-in marketing function. When brands start with Marketing Automation and can set-up campaigns faster, they will be able to shift focus from “Just Do It”, to “Just Do It Better”. Jordie van Rijn, Netherlands eCRM and Email Marketing Consultant. Connect on: Visit website: • www.emailmonday.com • www.emailvendorselection.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  28. 28. 7.3 Consistently acquiring new email subscribers is very difficult A whopping 71,60% of all email marketers in Europe say that they find it difficult to consistently acquire new email subscribers. In Germany 93,30% say they are highly challenged in this matter. Here Germany stands out since 93,30% of brands report that they find subscriber acquisition highly difficult. In Denmark “only” 66,70% of marketers find it difficult to acquire new subscribers. We know that in order to continuously acquire new subscribers, a business must be committed. And consistently leverage multiple channels to acquire new subscribers. A great acquisition strategy ensures that the offer is communicated across all channels. Said “Yes, it is difficult” Europe 71,60% Denmark 66,70% Germany 93,30% Portugal 71,80% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  29. 29. Make your website visitors addressable! Your brand is spending a big portion of your digital marketing budget on customer acquisition. You invest money in search engine marketing (SEO and SEA) to drive traffic to your website hoping for the visitors to buy from you (a macro conversion). However, most of those visitors leave the website anonymously because they were not ready to make the final decision. Now imagine that you can convert 5 to 10% of those visitors that leave your website anonymously into email subscribers (a micro conversion) and be able to start a dialogue and turn them into customers when they are ready to buy from you. How do you do this? Start by asking yourself what data do you need to drive results for your email program. Define the minimum information you need to initiate the relationship and the data you believe is necessary for the ideal subscriber profile. Remember: You can always ask for more details once the visitor turns into an email subscriber. Don't increase friction in the form. Avoid asking for sensitive information you do not need at this point of the relationship. Add sign-up forms mechanisms in prominent places of your website, don't hide them in your website footer. Use pop-ups with sign-up forms. Despite the fact that most marketers believe that pop -ups are too disturbing and intrusive, if these are setup correctly, you will see significant results in subscriber acquisition. Don't make the email subscription program part of your "website registration". Make it a separated process where people can easily sign-up to receive your email communication. Give the visitor a compelling reason to subscribe to your email communications. "Subscribe our newsletter" is not enough, you must have an email value proposition that delivers a compelling reason to subscribe, highlighting the benefits of the email communication. Also, don't forget to tell them how often you will send these emails. If you promise tailored content to the visitor at the point of sign-up, asking only for the email address, will not give you the ability to segment and personalise your email content keeping your promise. To leverage the benefits of segmentation, you need an excellent database, one with relevant and actionable data, and most importantly, accurate data! Last but not least - test, test, test. Don't take best practices for granted, they can be a starting point, but you need to learn what works best for you and there's no better way to do that than conducting tests that will allow you to optimise every little detail of you email subscriber acquisition program. João Ribeiro, GIDMA João Ribeiro is a digital and data- driven marketing expert with an extensive experience having planned and executed hundreds of activities over the years. Based in Portugal, he has achieved significant results for clients around the world. Connect on: Visit website: • www.gidma.com • www.markedu.pt State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  30. 30. CLICK HERE TO LEARN MORE
  31. 31. 7. What do email marketers find difficult? Proving email marketing ROI is a challenge, creating content not so much 55,90% 49,30% 41,00% 44,10% 50,70% 59,00% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Proving Return on Marketing Investment on our email marketing activities is highly difficult Maintaining low unsubscribe rate is highly difficult Creating content for email newsletters is highly difficult Yes No State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  32. 32. Touchstone – The future of testing is here! Decision making without testing is just guesswork Don’t guess run a test (without hurting customers) today! http://bit.ly/ABtestnow
  33. 33. 7.4 Creating content for email newsletters is less difficult Of all the challenges, email marketers find it less difficult to create content for email newsletters. Of the six statements, creating content was found the least difficult. Danish email marketers said they found it less difficult to create content 3 tips to improve content creation for your email newsletters 1. Know what your audience are interested in: what they want to learn, what kindof inspiration they want. 2. Create a content strategy, which outlines exactly what type of content you will share. 3. Establish content sharing partnerships. Preferably with brands able to share content relevant to your audience and to your brand and purpose. Said “yes, it is difficult” Europe 41,00% Denmark 39,70% Germany 50,00% Portugal 46,40% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  34. 34. Email is that is still a powerful workhorse and drives the highest ROI out of all marketing channels. Email marketing today is at an inflection point. The good thing about email is that it’s still a powerful workhorse and drives the highest ROI out of all direct marketing channels. A big misconception though among marketers is that the traditional tactics of sending more campaigns, creating more segmentation, and building more triggers and customer journeys is enough to sustain success without thinking seriously about the kind of content they’re sending. For the longest time, email marketing has been about what offer to send and lacked focus about how exactly to present content to individual customers. We’ve all received emails with irrelevant content – maybe it’s a sale that’s already expired or an offer for a product we’ve already purchased. This is the bad side of email where content misses the mark and marketers miss an opportunity to engage customers with content that they actually respond positively to. The things that we see work best are when marketers really take the time to invest in content. Not just more content, but content that is personalized in real time at the moment of open and leverages the massive amounts of data and creative assets they already have on hand. Investing in content to drive email success happens at many levels and involves the right balance of people and technology. Email has always enjoyed scale and reach, but content that speaks to customers one-to-one is difficult if not impossible to scale manually without the power of technology. As CEO of a technology company, I may be a bit biased of course, but the best success we see is when marketers leverage technology that frees them up from the tedious manual aspects of email, allows them to spend more time being creative, and enables them to harness the power of their data to drive better results – both in traditional email metrics and the business impact of sales and revenue. Vivek Sharma, Movable Ink Vivek is leading the charge to make email a more dynamic and relevant communication channel for marketers and consumers. With a background in both sales & product development, Vivek brings a potent combination of engineering talent and business savvy to his role as Movable Ink's CEO. Connect on: Visit website: www.movableink.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  35. 35. 7.5 Maintaining low unsubscribe rates is considered difficult in Europe – not so much in Denmark While the European average came out at 49,30% - only 30,80% of email marketers in Denmark said they found it difficult to maintain low unsubscribe rates. This may be because permission based email marketing is very much established - and respected - in all Scandinavian countries. Said “yes, it is difficult” Europe 49,30% Denmark 30,80% German 43,30% Portugal 50,40% 3 tips to lower your unsubscribe rates (from GIDMA: www.gidma.com) 1. Create an inspiring and educational welcome flow. This will ensure that your subscribers remembers you.A great welcome flow is proven to increase the lifetime of a subscriber. 2. Communicate regularly and not just when you need something from the audience. Make your audience habitual readers of your content. 3. Put your subscribers in the driving seat: let subscribers decide how often they want to hear from you, which content they want to receive. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  36. 36. 7.6 Proving Return on Marketing Investment continues to be difficult Marketers in Europe are struggling with this one. Only the Germans seem to find it less difficult to prove email marketing ROI. Email marketers in Denmark top the list. Said “yes, it is difficult” Europe 55,90% Denmark 59,00% Germany 43,30% Portugal 56,80% 3 steps you can take to prove email marketing ROI 1. Understand exactly what you wish to achieve; brand awareness, acquire qualified leads, nurture leads etc. Then set specific goals. 2. Put a value to your actions; cost of a lead, cost of customer acquisition, cost of a sales transaction etc. and then communicate those values and goals to top-management. 3. Track everything, from the first click to the last action leading to a sales transaction. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  37. 37. 8. Which results do email marketers expect – on average? This report did not intend to record the actual results of email marketing campaigns and newsletters. But merely to gauge the expectations of email marketers. Here the averages for expectations for CTR – Click Through Rate for Newsletters and for Promotions along with the average expectations for Opt-out Rate in Europe. Keep in mind that these numbers are based on expectations, not actual results. Diving deeper, there is significant differences in expectations across industries and regions of Europe. For example, marketers in the Nordic countries expect higher CTR’s and lower opt-out rates than email marketers in the United Kingdom. Similarly most B2B marketers expect much higher CTR’s than the average B2C marketer. 13,5% Click-Through Rate State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com 15,3% Click-Through Rate 1,3% Opt-Out Rate PROMOTIONS/OFFERS ACCEPTABLE OPT-OUT RATENEWSLETTERS
  38. 38. The need for brands to send more and more interesting email is stronger now more than ever Consumers are inundated with messages day in and day out. They all begin to look the same and your offer is lost in a sea of similar messages. Standing out is crucial, but technical constraints of email clients limit what a marketer is able to do within emails. Really interesting and effective methods for creating engaging experiences on the wider web, such as JavaScript, limit your deliverability and increase the chances of your emails getting flagged as spam when used in email. In the long run this will only hurt your business. However, we have found a way around this that doesn’t hurt deliverability, works with all email clients, and still garners the high engagement of interactive content. We insert a linked gif that points to an interactive experience on a landing page or our website in our emails. It’s the same idea behind linking to a video in email. This way the user journey is fluid and each step is connected, limiting cognitive dissonance all while holding attention longer and demanding action with interactivity. Using this technique, linking out to an interactive experience with an interactive hint, has proven itself time and time again. We see, on average, a 3x increase in CTR when compared to our typical emails. With improvements like this It is apparent that this is where the industry is going. Using interactive content in combination with email will soon be ubiquitous. Robert Haydock, Zembula Robert Haydock has a background in the performance optimization of digital marketing and advertising campaigns. Robert co-founded Zembula in 2013 after seeing a need for a new marketing format that intrigued consumers. Connect on: Visit website: www.zembula.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  39. 39. 9. What are email marketers using currently and what do they plan to use soon In the following we will present you with the results indicating what email marketers are currently using along with where they intend to invest. For each of the following, we have also compared with selected markets in Europe 9.1 Lead nurturing programs An (automated) lead nurturing program is the process of sending a series of automated emails that will trigger based on a person's behaviors or a preset time interval. This means you can provide the right information, to the right person and at the right time. Lead nurturing programs Here you can learn more about lead nurturing: GIDMA - www.gidma.com/get-started Europe Portugal Germany Denmark Currently use 28,70% 21,40% 18,50% 12,90% Plan to use 40,70% 38,80% 48,10% 32,90% No plan to use 30,60% 39,70% 33,30% 54,30% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  40. 40. GIDMA is your partner for anything data-driven marketing. Focused exclusively on helping you get results, our consultants are highly experienced. In Europe we help businesses get results in these areas: • Email marketing from A to Z • Marketing automation and lead/customer nurturing • Subscription acquisition – in Portugal and all across the world • Online advertising (we are Google Certified Partners) • Landing page creation and conversion flows with optimization GIDMA - Global · Integrated · Data-driven · Marketing Automation Free “Email Marketing Essentials” Assessment For a limited time only, your organization can avail of GIDMA’s free email marketing fast-track assessment. Contact GIDMA to learn more and see if your business qualifies write directly to joao@gidma.com With many years of deep experience with email marketing and marketing automation, we know what it takes to get results. If your need is to upgrade your current efforts or modernize your email marketing and marketing automation technology, we can help. If your need is to outsource your email communication or insource one or more highly experienced email marketing experts, we can help Get in touch today to learn more about our services Free “Email Marketing Essentials” Assessment
  41. 41. 9.2 Double-opt in Single op-in (SOI) means the subscriber is on your list once she has submitted the form. Double opt-in (DOI), also known as confirmed opt-in (COI), requires the new subscriber to click a confirmation link in a subscription activation email. If the person does not click the confirmation link, you cannot add that person to your list of subscribers Double-opt in Resources to understand more about whether double-opt-in or single-opt-in is the best strategy for you • Chad White - Single Opt-in vs. Double Opt-in • Wikipedia definition – Opt-in Email • Contact GIDMA.com to see if they can help Europe Portugal Germany Denmark Currently use 20,50% 24,60% 77,80% 20,00% Plan to use 38,10% 35,30% 11,10% 24,30% No plan to use 41,40% 40,20% 11,10% 55,70% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  42. 42. 9.3 Lead scoring Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. The resulting score is used to determine which leads to prioritize and/or which channels or means to use to engage individual leads. Lead scoring can help email marketers in many ways. For example to quickly identify inactive or hyper-active email subscribers. Lead scoring Resources to understand more about lead scoring and how it can help your business. • American Marketing Association - What is lead scoring? • Myk Pono - How to design lead nurturing and lead scoring • Contact GIDMA.com to see if they can help Europe Portugal Germany Denmark Currently use 19,50% 18,30% 22,20% 15,70% Plan to use 47,90% 46,40% 37,00% 40,00% No plan to use 32,60% 35,30% 40,70% 44,30% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  43. 43. The 3 biggest missed opportunities of email marketing today? I've been fortunate to be involved in email marketing since around 2003 when I first wrote Total Email Marketing. Today, email marketing goes hand-in-hand with marketing automation, or rather it should do. But it frustrates me that much of the power of email marketing automation isn't widely used. Let me share these 3 specific ideas to get you started 1. Welcome sequences are a huge missed opportunity! When someone is added to your list as a new subscriber, your first email to them can be seen as the most important email you send to a prospect or customer. Don’t stop with a single Courier email! By crafting multiple, well- branded emails in a welcome sequence rather than the simple auto response you can tell the story of what your brand can offer subscribers and give different options to engage the audience. 2. Dynamic content for personalization. When you’re working on your welcome sequence, dynamic content, another marketing automation technique, can come to your aid. We all know that if you mention someone by name or another personal attribute it will engage them more. 3. Lead scoring. The art of lead scoring involves setting up the rules for which types of interaction are worth a set number of points and when a threshold is reached. Once a threshold is reached, sales people can be notified to get in touch with a B2B or high value B2C prospect through email. Dr. Dave Chaffey is CEO and co- founder of Smart Insights, the management advice site for digital marketers. He is also the author of 5 bestselling books on ecommerce, including: “Digital Marketing: Strategy, Implementation and Practice” & “Total Email Marketing”. Connect on: Visit website: www.smartinsights.com State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com Dave Chaffey, Smart Insights
  44. 44. 9.4 Behavioral targeting Someone’s behavior tells you a lot about what they might be interested in. Using behavioral targeting and event-based triggering of email communication, has proven to increase results quite substantially. It is obvious that it would, since behavioral targeting is a method to add even more relevance to the conversation. Improving the timing of communication is another obvious benefit. Behavioral targeting Learn more about how you can get started with behavioral targeting • GIDMA - www.gidma.com/get-started If you want to explode the results you get from your email marketing activities, let GIDMA help you get started using behavioral targeting. Contact to learn more www.gidma.com or email michael@gidma.com (English) Europe Portugal Germany Denmark Currently use 29,60% 29,00% 37,00% 14,10% Plan to use 53,40% 52,70% 51,90% 49,30% No plan to use 16,90% 18,30% 11,10% 36,60% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  45. 45. 9.5 Customization of emails There is a lot of confusion between the two terms; customization and personalization. Customization of emails means sending emails based on preferences indicated by the recipient. It is the simplest form of the two: customization and personalization. Customization of emails Learn more about how you can get started customizing emails for better results • GIDMA - www.gidma.com/get-started • Markedu – www.markedu.com Europe Portugal Germany Denmark Currently use 47,50% 58,90% 66,70% 39,50% Plan to use 45,30% 34,00% 29,60% 38,00% No plan to use 7,20% 7,10% 3,70% 22,50% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  46. 46. Now is your chance to prove it. Showcase the result of your hard work and get a chance to win at the EDDM Awards - the only email marketing and data-driven marketing awards for all of Europe, Africa and the Middle East. The next EMEA Email & Data Driven Marketing Awards is just around the corner. Important deadlines*: • Early bird: ends 20th February 2018 • Final submission call 28th March 2018 • Final entries needed by 28th March 2018 • Awards night: Lisbon 19th April 2018 • Future Email Conference Lisbon 20th April 2018 Go to https://www.markedu.com/eddmawards to register your interest and get your special invitation voucher worth € 150 * Any activity targeting an audience in EMEA (Europe, Middle East, Africa) is eligible to participate. Campaigns executed between 1st January 2017 and 25th of March 2018 are eligible to attend. Click here to learn more about the EDDM Awards Are you an outstanding email marketer or data-driven marketer – or both?
  47. 47. 9.6 Personalized welcome flows With personalization you do not rely solely on input from the recipient, but rather use their past, present and live behavior and intent to personalize emails to be the best possible fit for each receiving person. Personalized welcome flows Learn more about how you can improve your email welcome flows – and even personalize these • GIDMA - www.gidma.com/get-started • Markedu – www.markedu.com Europe Portugal Germany Denmark Currently use 39,10% 41,50% 55,60% 22,50% Plan to use 45,90% 40,60% 33,30% 46,50% No plan to use 15,00% 17,90% 11,10% 31,00% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  48. 48. 9.7 One data repository Data is becoming an increasingly valuable currency for marketers. Yet many marketers struggle to make data actionable. The conversation around one-data repository has been going on for many years. Most marketers have not established one data repository yet. But – according to the results of this survey - it does seem that marketers across Europe have plan to centralize all data in the (near) future. One data repository Europe Portugal Germany Denmark Currently use 30,60% 29,50% 29,60% 11,40% Plan to use 47,90% 52,70% 40,70% 34,30% No plan to use 21,50% 17,90% 29,60% 54,30% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  49. 49. 9.8 Email marketing service provider Email marketing service providers enable marketers to do email marketing professionally. Well over 50% of the businesses participating in this survey already use or plan to use an email marketing service provider. Email marketing service provider Want to engage a (new) email marketing service provider, check these resources • GIDMA can help guide you to choose the right vendor - www.gidma.com/get-started • Markedu has courses, seminars and workshops on email marketing - www.markedu.com Unbiased email experts at GIDMA can help you understand which email marketing service provider is right for you. Get in touch today: www.gidma.com Europe Portugal Germany Denmark Currently use 54,10% 58,30% 66,70% 43,70% Plan to use 21,80% 24,20% 14,80% 11,30% No plan to use 24,10% 17,50% 18,50% 45,10% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  50. 50. 9.9 Marketing automation provider Though we’ve seen a great deal of consolidation in the past 5 years, there are still dedicated marketing automation solution providers out there. But we also know that many marketers do not differentiate between email marketing service providers and marketing automation service providers. This may explain the large number of businesses in Portugal whom claim to currently use marketing automation. Way above the rest of Europe where only 1 in 3 businesses report to be currently using a marketing automation provider. Marketing automation provider Want to learn more about marketing automation and how this generates results • GIDMA can help guide you to choose the right vendor - www.gidma.com/get-started • Markedu has courses, seminars and workshops on email marketing - www.markedu.com Europe Portugal Germany Denmark Currently use 37,80% 42,80% 33,30% 25,40% Plan to use 32,90% 35,10% 33,30% 25,40% No plan to use 29,30% 22,10% 33,30% 49,30% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  51. 51. 10. How do you currently handle email marketing – inhouse or external? Most businesses in Europe do everything related to email marketing internally – and very few outsource everything. In Europe and North America the trend is to outsource specific tasks and responsibilities to experts or specialized agencies / marketing consultants. This to get better results as email marketing, marketing automation and data-driven marketing at large is getting increasingly complex. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  52. 52. 12 Additional audience background How many years of experience ´ What type of audience EUROPE Both B2C and B2B 34,50% Businesses (B2B) 33,50% Consumers (B2C) 30,30% Others (exp. government to citizens) 1,60% EUROPE 1 year or less 25,80% 2-3 years 26,10% 4-5 years 20,60% 6-9 years 13,20% 10 years or more 14,20% State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com
  53. 53. State of Email Marketing EUROPE 2017 © Markedu Lda. [web] www.markedu.com or www.markedu.pt [email] hello@markedu.com The State of Email Marketing Portugal could not have been done without the support from these fine companies:
  54. 54. Jenna Tiffany Michael Leander Gerrit van Leeuwen You are invited to The Future Email Conference in Lisbon on April 20th, 2018 Hear cutting-edge case-stories. Get inspired by inspirational and visionary speakers. Meet and mingle with your peers from across EMEA. If your business wants to continue to deliver results using any type of email marketing, this is a must-attend conference. Some of the topics covered at the conference in Lisbon ▪ AI – Artificial intelligence in email marketing ▪ How to optimize your subscriber engagement ▪ Email on the go and immersed experiences ▪ How to improve creativity and content ▪ Personalization and dynamic content You cannot miss this unique conference in sunny Lisbon LEARN MORE ABOUT THE CONFERENCE HERE PS: 19th April 2018 EDDM Awards Night in Lisbon Confirmed Speakers Organized by

×