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Email marketing trends 2014
The document outlines key email marketing trends for 2014, highlighting six significant areas of focus including increased email volume, the integration of offline and digital activities, and the rise of mobile usage. It emphasizes the importance of behavior-driven content, triggered emails, and the effectiveness of video marketing. Additionally, it critiques traditional metrics like open rates, suggesting a shift towards more relevant performance indicators.
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Email marketing trends 2014
- 1. Email Marketing Trends2014 Tim Watson Email Marketing Consultant Zettasphere Ltd Six Trends to follow and use to increase the value of Email Marketing Digital Marketing Priorities 2014 Brought to you by:
- 2. Recommended channel hubpage: www.smartinsights.com/email-marketing
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- 4. Poll: How willyour Email Marketing budget change in 2014? Decrease budget proportion on email marketing Keep spend proportion unchanged Increase proportion on email marketing 4
- 5. TREND 1 –MORE EMAIL 5
- 6. Year on YearTrend Continues Up 6
- 7. Achieving Acceptance ofIncreased Pressure Targeting - based on behaviour Trigger Emails Blended Automation 7
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- 9. Real Time Geo-targetBehaviour Click rate increase 80% over previous year campaign Source: Moveableink 9
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- 11. Amazon Browse Abandon Source:Zettasphere 11
- 12. Category Browse Abandon Source:MarketingSherpa 12
- 13. Triggered by AppUse 13
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- 15. Publishers monetize ‘Google like’Ads in email Source: LiveIntent 15
- 16. TREND 2 –OFFLINE GETS DIGITAL 16
- 17. Poll: Are YouInvolved in Offline Activity? We don’t have any offline activity I’m not involved in offline Involved as stakeholder Have responsibility for offline 17
- 18. Emailed Receipts Almost 40%of in-store customers walk out with an electronic receipt Source: Yreceipts 18
- 19. Hawkin’s Bazaar CaptureCustomers Source: emocial 19
- 20. SMS-2-Subscribe 3.3x more emailaddresses than publishing a URL Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/ Source: Zettasphere 20
- 21. TREND 3 –MAJORITY MOBILE 21
- 22. 9 minutes spentdaily on email using a mobile device. 7.6% of the total 119 minutes of phone use per day. O2 – “Mobile life report” UK (2013) Population 6.9 billion PCs 1 billion TVs 2 billion Mobiles 5 billion 22
- 23. Email Client Shareof Opens 30% 25% 20% 15% 10% 5% 0% Source: October 2013 emailclientmarketshare.com 23
- 24. Device Habits How doyou buy something you saw in an email on your phone? Source: DMA UK Email Tracking Report 2013 24
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- 28. Responsive Possibilities Hidecontent on a mobile Change font sizes Change email width Resize images Re-stack row modules into columns Re-stack horizontal navigation links into vertical button panel 28
- 29. New Tricks Static callto action Source: CampaignMonitor 29
- 30. Is it Worthit? Split test of 12 brands of same creative/offer. True test of responsive vs. non-responsive Client Sector Mortgage Education Education Cash Advance Cash Advance Health Insurance Credit Card Credit Card Credit Card Retailer eRetailer Online Dating Responsive Click Rate Uplift 23% 15% 6% 8% 7% 12% 3% 6% 20% -2% 2% 5% Average 8.75% increase Source: Zetainteractive mobile strategy 30
- 31. Ensure a SafeLanding Mobile orders up 98%, Conversions 20% 31
- 32. Poll: How Mobileare Your Emails? Not necessary for us Work fine as they are Plan to re-design for mobile in Q1 Re-design low priority for us currently Have been specifically re-designed 32
- 33. TREND 3 -VIDEO 33
- 34. Video How effective isvideo email marketing in your organisation? Source: Web Video Marketing Council 34
- 35. Majority use StillFrame and Play button 35
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- 37. TREND 4 –OPEN RATE RETIRES 37
- 38. Open Rate Retiredas a Business Metric 38
- 39. Recency (Open Reach)not Open Rates Monthly Campaign Size Open Rate Click Rate Opens Clicks 50,000 15% 5% 7500 2500 Fortnightly Campaigns Size Open Rate Click Rate Opens Clicks 50,000 12% 4% 6000 2000 50,000 12% 4% 6000 2000 12000 4000 Totals 39
- 40. TREND 5 –INTELLIGENT INBOXES 40
- 41. Can They MakeEmail Better? 41
- 42. Gmail Tabs –The Verdict Source: ReturnPath 42
- 43. One Thing NOTto Worry About 43
- 44. Summary – questionsplease! Follow me on Twitter @tawatson Email me at twatson@zettasphere.com Email Marketing tips www.zettasphere.com/signup Open Reach Whitepaper http://www.zettasphere.com/the-problem-withclassic-email-campaign-metrics/ 44