Email Marketing Trends: Personalization, ROI and the Future
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Using the latest Econsultancy research Jim gives us insights into key digital trends - from increased focus by marketers on customer experience to the growing sophistication of personalisation strategies. In doing so he explores the central role email will play in this evolving landscape.
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Email Marketing Trends: Personalization, ROI and the Future
- 1. Email Marketing Trends 8th October 2015 Jim Clark Senior Analyst @jimclark99
- 2. What I’ll be covering today… • How email continues to deliver • Personalisation • Joining up the customer journey • The future of email 10/21/2015 2
- 3. EMAIL CONTINUES TO DELIVER ROI
- 5. Challenges connecting to digitally empowered consumers Source: Brand success in an era of Digital Darwinism, McKinsey Quarterly, February 2015
- 6. Trends in time spent on email Source: DMA Email Tracking Report 2014
- 7. • 66% of in-house marketers say that email marketing offers an “excellent” or “good” ROI. Source: Econsultancy, Email Marketing Industry Census 2015
- 8. 4% 4% 6% 7% 8% 16% 18% 22% 27% 30% 31% 33% 28% 36% 42% 45% 44% 46% 40% 40% 36% 35% 32% 32% 25% 27% 23% 26% 24% 25% 30% 23% 11% 12% 7% 4% 0% 20% 40% 60% 80% 100% Online display advertising Mobile marketing Offline direct marketing Social media Affiliate marketing Content marketing Paid search (PPC) Email marketing SEO (organic search) Excellent Good Average Poor ROI for email vs other channels Source: Econsultancy, Email Marketing Industry Census 2015
- 10. Improving email marketing performance Source: Econsultancy, Email Marketing Industry Census 2015
- 11. Vote with Yahoo Travel
- 12. Bonobos – your boss is behind you!
- 13. Capturing clicks for future campaigns
- 14. Linking web analytics to email analytics
- 15. British Gas • Used data from smart meters to create personalised reports. • Dynamic personalised graphs placed directly in email body. • Open rates saw uplift of 53%, unsubscribe rates were reduced by 58%.
- 16. Marketing automation based on lifecycle
- 17. JOINING UP THE CUSTOMER JOURNEY
- 19. 19
- 20. Influence of mobile cannot be ignored Source: Return Path, “Mobile: Five Trends to Watch”, December 2014
- 21. Top 10 email marketing practices 27% 27% 30% 31% 32% 36% 50% 56% 61% 76% 27% 30% 36% 33% 31% 26% 27% 20% 27% 15% 46% 43% 34% 36% 36% 38% 23% 24% 13% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% Multichannel triggers (e.g sales call) Lead nurturing Content personalisation (beyond just name) Use of video content Re-marketing Use of transactional emails for marketing Regular list cleansing Encouraging sharing on social networks Optimising email for mobile devices Basic segmentation We do this Planning this We don't do this Source: Econsultancy, Email Marketing Industry Census 2015
- 22. Bags ETC.
- 23. The power of real time content • Used geo-targeted technology in every email to show customers closest locations to redeem rewards. • Increased unique click- through rates by 66.7%.
- 24. Simplification of email design
- 25. “A lack of strategy from senior managers makes it almost impossible” “The system we use is automatically rendered for mobile but we don’t think much past this.” “Time and resource. We have an in-house design department and don’t have the resources to optimise content for mobile” Source: Econsultancy, Email Marketing Industry Census 2015 Strategy for optimising email for mobile • 5% have a “very advanced” strategy • 16% are “quite advanced” • 51% say it’s “non existent”
- 26. FUTURE OF EMAIL
- 28. From static emails into mailable microsites
- 31. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2014. Thank you Jim.Clark@econsultancy.com
Editor's Notes
- Increased sophistication reducing impact of brands McKinsey researched 1,000 brands/20,000 customer journeys Number digital touch points increasing 20% annually Greater number touchpoints greater chance of brand abandonment Increased odds of finding a deal breaker along the way Emphasise here that increased competition online – running to stay still
- From the DMA Email Tracking Report 2014 Increasing number of digital channels, but emails still has a place in consumer’s lives. DMA research “Email Tracking Report” found upward trend in amount of time used Consumers spend an average of 2.01 hours looking at email at home, now spending an extra 15 minutes per day on it, compared to 2010.
- Perhaps unsurprisingly then, the considered value of email remains high, with 66% marketers agreeing it offers a good/excellent experience.
- Q: Company respondents - How do you rate the following channels in terms of return on investment? This chart looks specifically at companies. When you compare it to other channels, email consistently comes out top, showing its character as a dependable workhorse. When we combine client/agency responses, SEO and email are level pegging.
- It goes without saying email marketers want to device targeted, personalised campaigns. As you can see in this chart here, nearly two-thirds of marketers would like to do better personalisation. We’ve been talking about one to one marketing with email for years. In 2015 email is really coming into its own because technologies are getting to the point where you can create one to one emails much more readily.
- User’s code vote on their favourite location – with a GIF of the locations included. The email updated with live results. Great way to profile customers. Because a landing page wasn’t required it didn’t put any additional pressure on development teams, handled entirely by the email team.
- Users have the option of viewing an interactive spreadsheet or going straight to the homepage. The spreadsheet is quite funny; it asks you everything from your favourite clothing style to physicist and compares you to different animals based on the neck or sleeve sizes you input. It also has extra calls to action hidden in the comment fields, such as discount codes.
- Size? It’s a campaign for a current sale, but also serves as a preference collection email. Clicks are captured to create more relevant email campaigns in the future. Can be more effective than asking someone question.
- Tying web analytics to email analytics so you can send emails to individuals that visited certain areas of your sites.
- Online to offline
- http://www.adestra.com/clients/case-studies/automated-emails-deliver-26-of-total-email-driven-revenue-for-harrod-horticultural/
- http://www.adestra.com/september-2012/
- Mobile’s impact on email is particularly important. Email apps are among the most used on mobile devices and more than half of all emails are opened on smartphones and tablets. As you can see from this infographic from Return Path, UK consumers are the most likely to be opening emails on mobile devices.
- Q: Company respondents - Which of the following practices are a part of your email marketing efforts? Perhaps unsurprisingly, companies tell us that they’re more likely to be making their campaigns accessible on mobile, an increase of 144% in just two years. So that means incorporating responsive design, building adaptive landing pages and optimising the mobile path-to-purchase.
- The result was a 1511% increase in mobile transactions and an 850% increase in mobile revenue.
- But brands also need to be thinking about delivering messages that reflects context e.g. times when the consumer on the morning commute to sofa-surfing. In this respect, real time content is a big trend this year.
- On mobile people scan/swipe and email design has shifted in recent years to reflect this habit – a greater use of white space.
- Company respondents What is holding back your clients’ strategy for optimising email marketing for mobile devices? Given the importance of mobile, we asked a series on questions around companies approach … how advanced are their strategies. Not very much.
- This is taken from a recent demo of Google’s virtual reality project Magic Leap and it was interesting to see in the demo that email featured. The user scrolls down and his email pops up as a hologram. I think this serves as a good reminder that while technology is changing rapidly, even in the Minority Report style world of the future email will still have a place at the table. The technology will enable us to do things that we can’t even imagine yet.
- Much more like sending subscribers a microsite than a static message – early attempts by B&Q which used email carousels last year, incorporating elements of advanced web design. You’ll be able to interact more and more with brands without leaving their inboxes – in March Google was rumoured to be working on a Gmail bill payment system “Pony Express”.
- The Inbox Is about to Get More Visual The promotions tab hasn’t killed email open rates like everyone predicted. In fact it seems to suggest that recipients now dedicate actual time to reading marketing emails, rather than skipping or deleting them as they prioritise personal messages. And next, Google are about to make browsing their promotions tab even better.
- Responsive design according to mobile device is great, but responsive design according to mobile behaviour is better. To an extent email marketers can use location to trigger messages already, but wearables will increase the number of signals.