1. National client email report
08.30am Registration & refreshments
09.00am Welcome from chair
Justin Pearse, editor, New Media Age
09.10am Research findings
Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic client
director, Emailvision
09.40am Are marketers maximising the ROI in this channel and could outsourcing be
the key to scaling up your email marketing programme?
Dela Quist, chief executive officer, Alchemy Worx
10.05am Email: Still my favourite channel
Olly Beckett, web editor, Opodo
10.35am Panel Discussion
Justin Pearse, New Media Age
Fiona Robson, Rocketseed,
Anthony Wilkey, Emailvision,
Dela Quist, Alchemy Worx,
Olly Beckett, Opodo
10.55am Closing remarks from chair
Justin Pearse, editor, New Media Age
11.00am End
10. Importance of email
• 90.9%: “Very Important” or “Important”
• Significant increase YOY for B2B
• Recognition for direct response but also
longer-term impacts of email marketing
• 62% of marketers satisfied with their email
marketing programme
12. Email expenditure
• <10% of total spend for almost half of
respondents
• 30% or more of marketing budget for 1/3 of
respondents
• 63% expect to increase expenditure
• Increased spend linked with plans for
advanced email marketing tactics
• Expected increase in spend in 2011 did not
happen
• Is email so cost effective that businesses
think investment is not needed?
14. Barriers to success
• Internal Resources are the biggest barrier
• In 2010 Budget was top issue (37% vs 26%)
• Lack of data is less of a concern (28% vs
22%)
• In B2B responsibility for email marketing
more likely with Senior Staff
• 15% cite lack of involvement of senior staff
as a barrier
16. The value of email
• Reported Revenues from email marketing
are “disproportionately large”
• For almost half – drives 30%+ of revenue
• 2011 sees an increase in those who can
measure revenue from email (61% vs 55%)
– 79% B2C vs 44% B2B
• Increased focus on revenue vs tracking
• Increased awareness of longer-term, brand,
relationship impacts
18. ROI in the Marketing Mix
• Email marketing is rated as best marketing
tactic for ROI
• Newsletters & limited time offers contribute
the most to revenue
• Findings concur with other recent surveys:
– DMA US estimated Email Marketing’s ROI at
$40.56 for each $1
20. Relationship in the
Marketing Mix
• Email marketing is the clear winner, cited by
72% of respondents
• This is exactly double those citing “social
networking sites”
• Opens up new value possibilities beyond
direct response
• Email as a vehicle for both distributing and
creating content
• Complementary channel to social media,
requiring an integrated approach
26. Satisfaction and Concerns
• Broadly optimistic outlook
• Significant drop in overall concern
• Key challenges
– effectively engaging senior management
– highlighting the true value of email
– data and resource management
31. Segmentation
• Definition of segmentation changing
• Progress towards personalisation
• Growth of multi-channel
• Emergence of mobile marketing
32. Conclusions
• Overall email trends and sentiment are
positive and improving
• New channels present an opportunity
• Investment in email remains relatively
low
• Critical to highlight the value of email to
secure additional resources and
optimise programmes
33. Are marketers maximising the ROI in
this channel and could outsourcing
be the key to scaling up your email
marketing programme?
Dela Quist, chief executive officer, Alchemy Worx
#dmaemail
40. ROI Is For The Show
(But Numbers Are For The Dough)
•A 100g potato with skin
has 535 mcg of potassium
• % of potassium in the
skin is about 7%
• % of potassium in the
skin is about 0.39%
• The skin has a much
higher % of potassium.
• But there is actually more
potassium in the flesh –
391 mcg in the potato v
144 mcg in the skin
Sourced from the Silverpop blog
47. Overview
1. Email vs Social marketing
2. Ways in which Opodo use email
marketing
3. Challenges
4. Future trends
47
48. Email vs Social marketing
Why I think email marketing is easier than social media
marketing
1. Email marketing is an established channel with relatively predictable outcomes
2. There is more room to get messages across clearly on emails along with engaging design
3. By its general nature, email marketing is a one-way conversation, whereas social media can
sometimes feel like an exercise in customer relations
4. Customers are still more disposed to purchase from an email
5. You can get many more offers in an email than in one social marketing message
6. Organisations are ‘sold’ on email marketing but still need to be convinced about social
marketing
48
49. Ways in which Opodo use email marketing
Weekly newsletter: Email
regular and dedicated lifecycle
cruise Welcome subscriber Birthday email
Lapsed subscriber Newsletter
Pre-departure
Welcome back
Lapsed booker
Lapsed Pre- Birthday
booker departure
49
50. Challenges - general
Spam Relevance
- Understanding deliverability - Always evolving (keeping design
problems fresh)
- Keeping up-to-date with ESP rules - Ever-increasing need to provide
customer with exactly what they
Stagnation want
- Same type of subject lines always
win List growth
- Repetition of offers and same - Need to provide content that
timings of sales every year other marketing cannot
50
51. Challenges - Opodo
On-site sign up
- Limited space (mostly taken up by offers)
- How much info should be required (i.e. Just email or name etc. As well)
Segmentation
- Need to provide special offers from suppliers
- Time required for data mining
Seasonality
- Customers don’t buy holidays every day
- How to keep people enticed throughout the year?
51
52. Future trends
Email via social media
- Facebook now allow individual direct messages
- Possibility of mass email marketing via Facebook
Database shrink
- Smaller databases, with much higher engagement
- Shedding more inactive customers
More customer control
- Customer will choose when and how often they receive emails
- Customer will choose exactly what they receive in email
52
54. Panel Discussion
Justin Pearse, New Media Age
Fiona Robson, Rocketseed
Anthony Wilkey, Emailvison
Dela Quist, Alchemy Worx
Olly Beckett, Opodo
#dmaemail
56. Upcoming events
Email customer lifecycle: List growth
Sponsored by Silverpop
Tuesday 22 May 2012
Ready steady email
Partnered with the IAB
Monday 25 June 2012
The DMA summer lunch- with Alastair Campbell
Sponsored by Mobile Marketing Group
Thursday 12 July 2012
To see our full events listing please visit
http://www.dma.org.uk/event-listing
