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National client email report


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National client email report

  1. 1. National client email report08.30am Registration & refreshments09.00am Welcome from chair Justin Pearse, editor, New Media Age09.10am Research findings Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic client director, Emailvision09.40am 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 Worx10.05am Email: Still my favourite channel Olly Beckett, web editor, Opodo10.35am Panel Discussion Justin Pearse, New Media Age Fiona Robson, Rocketseed, Anthony Wilkey, Emailvision, Dela Quist, Alchemy Worx, Olly Beckett, Opodo10.55am Closing remarks from chair Justin Pearse, editor, New Media Age11.00am End
  2. 2. WelcomeJustin Pearse, editor, New Media Age #dmaemail
  3. 3. Research findingsFiona Robson, managing director, RocketseedAnthony Wilkey, strategic client director, Emailvision #dmaemail
  4. 4. 17th May 2012
  5. 5. DMA Benchmarking Hub• Fiona Robson – Managing Director – DMA Email Council – DMA Email Benchmarking Hub• Anthony Wilkey – Product Marketing Manager – DMA Email Benchmarking Hub
  6. 6. 2011: a great year for email
  7. 7. Email in 2011
  8. 8. Report Overview• Strategic importance of email• Email marketing budgets• Barriers to success• ROI – revenue and relationship• 2011 key metrics• Concerns• Contact strategies• Segmentation
  9. 9. Strategic value of email
  10. 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
  11. 11. Email:% of marketing budget
  12. 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?
  13. 13. Barriers to success
  14. 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
  15. 15. Email:contribution to revenue
  16. 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
  17. 17. ROI of Email in the Marketing Mix
  18. 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
  19. 19. Relationship in the marketing mix
  20. 20. Relationship in theMarketing 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
  21. 21. Performance Trends
  22. 22. Performance Outlook
  23. 23. Performance• Positive trends• Optimistic outlook• Stay focussed• Importance of testing
  24. 24. Satisfaction
  25. 25. Primary Concerns
  26. 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
  27. 27. Contact Frequency
  28. 28. Contact Frequency
  29. 29. Contact Frequency• Move beyond deliverability• Mailing volumes remain low• Focus on contact strategy• Testing opportunity
  30. 30. Segmentation
  31. 31. Segmentation• Definition of segmentation changing• Progress towards personalisation• Growth of multi-channel• Emergence of mobile marketing
  32. 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. 33. Are marketers maximising the ROI inthis channel and could outsourcingbe the key to scaling up your emailmarketing programme?Dela Quist, chief executive officer, Alchemy Worx #dmaemail
  34. 34. Dela Quist: CEO Alchemy Worx
  35. 35. How Good Do We think We Are?
  36. 36. What Is Holding Us Back?
  37. 37. How Happy Are We With Our Efforts?
  38. 38. With Very Little Marketing Resource
  39. 39. Bread & Butter Programs Work
  40. 40. ROI Is For The Show (But Numbers Are For The Dough)•A 100g potato with skinhas 535 mcg of potassium• % of potassium in theskin is about 7%• % of potassium in theskin is about 0.39%• The skin has a muchhigher % of potassium.• But there is actually morepotassium in the flesh –391 mcg in the potato v144 mcg in the skin Sourced from the Silverpop blog
  41. 41. The Basics Still Driving Revenue
  42. 42. Life Cycle Marketing Programmes Deliver Too
  43. 43. End Of The Fear?
  44. 44. A Look To The Future
  45. 45. Email: still my favourite channelOlly Beckett, web editor, Opodo #dmaemail
  46. 46. Email: still my favourite channel DMA 17 May 2012
  47. 47. Overview1. Email vs Social marketing2. Ways in which Opodo use emailmarketing3. Challenges4. Future trends 47
  48. 48. Email vs Social marketingWhy I think email marketing is easier than social mediamarketing 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. 49. Ways in which Opodo use email marketing Weekly newsletter: Emailregular and dedicated lifecycle cruise Welcome subscriber Birthday email Lapsed subscriber Newsletter Pre-departure Welcome back Lapsed booker Lapsed Pre- Birthday booker departure 49
  50. 50. Challenges - generalSpam Relevance- Understanding deliverability - Always evolving (keeping designproblems fresh)- Keeping up-to-date with ESP rules - Ever-increasing need to provide customer with exactly what theyStagnation want- Same type of subject lines alwayswin List growth- Repetition of offers and same - Need to provide content thattimings of sales every year other marketing cannot 50
  51. 51. Challenges - OpodoOn-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 miningSeasonality- Customers don’t buy holidays every day- How to keep people enticed throughout the year? 51
  52. 52. Future trendsEmail via social media- Facebook now allow individual direct messages- Possibility of mass email marketing via FacebookDatabase shrink- Smaller databases, with much higher engagement- Shedding more inactive customersMore customer control- Customer will choose when and how often they receive emails- Customer will choose exactly what they receive in email 52
  53. 53. Olly Beckett Web Editor Opodo 53
  54. 54. Panel DiscussionJustin Pearse, New Media AgeFiona Robson, RocketseedAnthony Wilkey, EmailvisonDela Quist, Alchemy WorxOlly Beckett, Opodo #dmaemail
  55. 55. Closing remarks from chairJustin Pearse, editor, New Media Age #dmaemail
  56. 56. Upcoming eventsEmail customer lifecycle: List growthSponsored by SilverpopTuesday 22 May 2012Ready steady emailPartnered with the IABMonday 25 June 2012The DMA summer lunch- with Alastair CampbellSponsored by Mobile Marketing GroupThursday 12 July 2012To see our full events listing please visit