2015 Email Marketing Industry Census - The Results
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Now in its 9th year, the census reveals that email is still in the running for top spot when it comes to return on marketing investment. However, there is still a wide gap between companies who see excellent ROI from their investment, and the ones that struggle. The census has shown that team structure is one of the factors affecting this gap. Join us for a discussion of the key findings from this year’s census report, so you can benchmark your email marketing in areas like mobile, automation, best practice and budgets.
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2015 Email Marketing Industry Census - The Results
- 1. In association with Adestra Linus Gregoriadis Research Director Econsultancy @LinusGreg linus.gregoriadis@econsultancy.com http://econsultancy.com Email Marketing Census 2015 #EmailCensus2015
- 2. Linus Gregoriadis Research Director, Econsultancy @LinusGreg Stefan Tornquist Research VP, US, Econsultancy @SKTornquist
- 3. About this survey… Ninth annual Email Census in partnership with Adestra Online survey in January 2015 More than 1,000 survey respondents included: 64% client-side marketers 36% agencies, vendors and consultants Majority of respondents UK-based Biggest sectors: Retail, Publishing & Media, Financial Services, Technology & Telecoms and Travel & Leisure
- 4. | Email Marketing Census 2015| 4 Email continues to deliver ROI Companies stepping up to mobile challenge Segmentation needs to go beyond basic Email marketing automation
- 5. | Email Marketing Census 2015| 5 Email continues to deliver ROI Mobile optimised email now the status quo Segmentation needs to go beyond basic Email marketing automation
- 6. | Email Marketing Census 2015| 6 25% Proportion of companies and agencies rating email as ‘excellent’ for delivering ROI
- 7. | Email Marketing Census 2015| 7 25% Proportion of companies and agencies rating email as ‘excellent’ for delivering ROI 20%Amount of sales attributed to email channel
- 8. | Email Marketing Census 2015| 8 How much marketing budget is assigned to email? 0% 1% 0% 1% 1% 3% 5% 8% 20% 61% 1% 0% 1% 2% 1% 3% 6% 10% 23% 52% 0% 10% 20% 30% 40% 50% 60% 70% 91-100% 81-90% 71-80% 61-70% 51-60% 41-50% 31-40% 21-30% 11-20% 0-10% 2014 2015 2014 average 2015 average 16% 13%
- 9. | Email Marketing Census 2015| 9 Why has budget allocation decreased? “There seems to be a case of ‘familiarity breeds contempt’ with email where it’s been around for so long and worked well as a core channel that it’s just become part of the furniture.” Andrew Campbell, Managing Director, SixC Ltd
- 10. | Email Marketing Census 2015| 10 “Marketers need to raise expectations and pursue a more ambitious approach to achieving best practice in their email campaigns.” Andrew Campbell, Managing Director, SixC Ltd
- 11. | Email Marketing Census 2015| 11 ROI is better when email is assigned to a dedicated individual or team Excellent Good Average Poor No-one 0% 25% 38% 38% Individual as part of wider marketing responsibilities 21% 39% 31% 9% Individual dedicated to email marketing 31% 47% 16% 5% Team, as part of wider marketing responsibilities 19% 49% 27% 4% Team dedicated to email marketing 30% 48% 20% 2%
- 12. | Email Marketing Census 2015| 12 Email continues to deliver ROI Companies stepping up to mobile challenge? Segmentation needs to go beyond basic Email marketing automation
- 13. | Email Marketing Census 2015| 13 Proportion of companies optimising email for mobile devices 25% 61% 0% 10% 20% 30% 40% 50% 60% 70% 2013 2015 144%
- 14. | Email Marketing Census 2015| 14 What have you done to optimise email marketing for mobile? 19% 12% 26% 28% 31% 32% 52% 55% 0% 10% 20% 30% 40% 50% 60% None of the above Think ‘mobile first’, everything we do is optimised for mobile Mobile optimised landing pages Mobile optimised subject lines (key message in first 30 characters) Adapted email template to have mobile friendly CTAs Using pre-header text for promotion Created a mobile responsive email template Adapted email design to have a simpler template that renders well on all devices
- 15. | Email Marketing Census 2015| 15 Yet minority have an ‘advanced’ strategy for optimising email for mobile 5% 5% 12% 16% 23% 28% 39% 34% 22% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2015 Very advanced Quite advanced Moderate Basic Non-existent
- 16. | Email Marketing Census 2015| 16 What is holding back your strategy for optimising email marketing for mobile devices? “Time and resource. We have an in-house design department and don’t have the resources to optimise content for mobile, tablets and desktops for each email communication.” “A lack of strategy from senior managers makes it almost impossible to prioritise email marketing despite its benefits.”
- 17. | Email Marketing Census 2015| 17 Email continues to deliver ROI Companies stepping up to mobile challenge Segmentation needs to go beyond basic Email marketing automation
- 18. | Email Marketing Census 2015| 18 Which of the following practices are a part of your email marketing efforts? 15% 20% 21% 22% 24% 27% 27% 30% 31% 32% 36% 50% 56% 61% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Lead scoring Behavioural targeting (based on web activity) Advanced segmentation Lifecycle programmes Promote customer ratings and reviews 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 of content on social networks Optimising email for mobile devices Basic segmentation
- 19. | Email Marketing Census 2015| 19 Which of the following practices are a part of your email marketing efforts? 15% 20% 21% 22% 24% 27% 27% 30% 31% 32% 36% 50% 56% 61% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Lead scoring Behavioural targeting (based on web activity) Advanced segmentation Lifecycle programmes Promote customer ratings and reviews 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 of content on social networks Optimising email for mobile devices Basic segmentation
- 20. | Email Marketing Census 2015| 20 Which of the following practices are a part of your email marketing efforts? 15% 20% 21% 22% 24% 27% 27% 30% 31% 32% 36% 50% 56% 61% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Lead scoring Behavioural targeting (based on web activity) Advanced segmentation Lifecycle programmes Promote customer ratings and reviews 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 of content on social networks Optimising email for mobile devices Basic segmentation
- 21. | Email Marketing Census 2015| 21 Companies doing basic segmentation tend to get a strong return on investment… Excellent Good Average Poor We do this 24% 49% 24% 3% Planning this 18% 31% 35% 16% We don’t do this 10% 31% 41% 18%
- 22. | Email Marketing Census 2015| 22 But those doing advanced segmentation are even more likely to get a positive return Excellent Good Average Poor We do this 29% 57% 13% 0% Planning this 21% 48% 26% 5% We don’t do this 17% 33% 38% 12%
- 23. | Email Marketing Census 2015| 23 Poor data hindering segmentation efforts 19% 23% 25% 31% 33% 33% 36% 42% 43% 46% 54% 0% 10% 20% 30% 40% 50% 60% Lack of senior manager buy-in Deliverability issues Lack of budget / finances Poor measurement and analytics Lack of skills and training Poor email technology Lack of relevant content Lack of segmentation Lack of integration Lack of strategy Quality of email database
- 24. | Email Marketing Census 2015| 24 Poor data hindering segmentation efforts “Good data lies at the core of successful email. A well targeted okay offer will do well, a badly targeted excellent offer won’t. There are few shortcuts to a quality email database, it takes time and effort but the value of the asset built makes it worthwhile.” Tim Watson, Email Marketing Consultant & Founder, Zettasphere
- 25. | Email Marketing Census 2015| 25 Email continues to deliver ROI Companies stepping up to mobile challenge Segmentation needs to go beyond basic Email marketing automation
- 26. | Email Marketing Census 2015| 26 How successful have you been in implementing automated email programmes? 4% 47% 49% 7% 54% 39% 0% 10% 20% 30% 40% 50% 60% Very successful Quite successful Not successful 2014 2015
- 27. | Email Marketing Census 2015| 27 What would you like to do with email marketing that you currently cannot do to your satisfaction? 2% 36% 39% 40% 45% 50% 52% 54% 61% 64% 0% 10% 20% 30% 40% 50% 60% 70% Other Mobile-friendly email More social integration Content marketing Integration with other marketing platforms Ability to be more agile in our marketing Cross-channel data insights to see bigger picture Marketing automation Better segmentation Better personalisation
- 28. | Email Marketing Census 2015| 28 Which three areas of email marketing do you really need to focus on in 2015? 2% 3% 3% 6% 7% 9% 12% 13% 15% 17% 17% 19% 21% 22% 24% 25% 25% 25% 29% 0% 5% 10% 15% 20% 25% 30% 35% Data security SMS integration Device recognition Deliverability Managing / effectively utilising ESP Social media integration Dynamic content solutions Smartphone-friendly emails Campaign optimisation Design and copywriting Personalisation Lead nurturing Behavioural response marketing Delivering relevant communications Segmentation Measurement and analytics List / data quality Strategy and campaign planning Automated campaigns
- 29. | Email Marketing Census 2015| 29 Do you love your email provider? 42% 58% 0% 10% 20% 30% 40% 50% 60% 70% Yes No
- 30. | Email Marketing Census 2015| 30 “Development roadmap is not great and we need a cross-channel approach. Account management is lacking with a ‘get an answer if you ask’ approach rather than proactivity.” “They don’t reach out to us, they don’t explain what the system can do, how it can help us. We discover features accidently, and training costs time and money – they charge us for training!”
- 31. | Email Marketing Census 2015| 31 “They offer a wealth of features and automation capabilities and it is only a lack of time and resource on our side that prevents us from using it all.” “Great support team, quirky ideas and always ready to give tips and suggestions on ways to improve email marketing campaigns.”
- 32. | Email Marketing Census 2015| 32 What will email marketing look like in five years’ time? 13% 15% 29% 36% 38% 7% 40% 30% 45% 40% 46% 13% 15% 18% 15% 13% 12% 30% 24% 22% 9% 8% 4% 48% 8% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email marketing will be redundant All email marketing will be automated There will be one single technology platform for all marketing, including email Email will still be one of the highest channels for delivering ROI All email communication will be completely personalised Email will be fully integrated with other marketing channels Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree
- 33. | Email Marketing Census 2015| 33 Summary Marketers need to avoid becoming complacent with email. Email continues to provide great ROI with improved technology allowing for a more ambitious approach. Segmentation efforts suffer as organisations continue to struggle with building quality email databases. Automation set to play a more significant part as marketers turn their focus towards utilising the technology and addressing their pain points.
- 34. | Email Marketing Census 2015| 34 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. Questions? Download the report: http://www.adestra.com/resources/downloadable-reports/2015-email- marketing-industry-census/
- 35. | Email Marketing Census 2015| 35 adestra.com Introducing Adestra
- 36. | Email Marketing Census 2015| 36 About Adestra
- 37. | Email Marketing Census 2015| 37 Why choose Adestra? Tailored technology configured to fit around your business processes Scalable Account Structure (multiple brands, divisions, users) Global Reach offices in Oxford, London, Dallas Award-winning Client Services department Market Leading Reporting Suite Comprehensive delivery seeding and proactive deliverability management High client retention rates: 98.7% by number of clients 70% of our new business comes from existing client referrals Privately funded, organically grown Profitable since year 1 in 2004 Data Security – trusted by ICO, ASA, & UK Police Forces We actively recruit experienced email marketers to work with you and provide unique support and strategic guidance.
- 38. | Email Marketing Census 2015| 38 Software AND a Service Winners of the Customer Focus Award at the UK Customer Satisfaction Awards 2014
- 39. | Email Marketing Census 2015| 39 adestra.com …we have better deliverability and control over the transactional emails sent from our shop…
- 40. | Email Marketing Census 2015| 40 adestra.com Adestra are much more than a supplier. They are a partner in our email marketing strategy.
- 41. | Email Marketing Census 2015| 41 adestra.com Thank you For more information please contact us: +44 (0)1865 24 24 24 or email moreinfo@adestra.com
Editor's Notes
- Mention hashtag #emailcensus2015
- Email marketing continues to be one of the top two marketing channels for delivering ROI. A quarter (25%) of company and agency respondents have rated email marketing (and SEO) as ‘excellent’ in terms of providing a return on investment. In total, 66% of client-side marketers rate email as excellent or good for delivering ROI
- A fifth of all sales attributed to the email channel. Slightly down from 22% last year
- Spending in terms of proportion of budget has slightly dropped, perhaps explaining why proportion of sales percentage has gone down a bit. Still impressive, but are marketers starting to take email for granted?
- Budget is important, but so is ownership of email internally.
- 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. So moving beyond designing specifically for devices, and more toward designing for a good user journey across all channels and devices. In this respect, real time content is a big trend this year – e.g. having just the right content pop up if you happen to be in geo proximity of a store (if you’re on the marketing list). It’s all about speaking to people in the context of how they want to be spoken to, in the right time and place.
- Ways of optimising email for mobile devices include: -) Simpler template (55%) -) Mobile-responsive template (52%) -) Mobile-friendly CTAs (31%) -) Mobile optimised subject lines (28%)
- Up to 21% from 17% last year
- It’s fair to assume that the majority of organisations still have much to do. Analysis of verbatim answers revealed that lack of resource was an issue, similar to the barriers to automation observed earlier. Many client-side marketers feel they can only achieve so much without the sufficient time, budget and team required. Another common issue among companies is the failing of their ESP to provide them with sufficient features and tools now, or in the product roadmap.
- We’ve been talking about one to one marketing with email for years. In 2015 we see that really coming into its own because technologies are coming to the point where you can build out one to one emails much more readily. A big trend is leveraging the behavioural aspects of website; in terms of tying web analytics to email analytics to you can send materials and emails to individuals that visited certain areas of your sites. Relevance is one of the foundations of email, as Seth Godin speaks in Permission Marketing; people need to expect email for it to be successful. It also needs to be personalised and relevant.
- We’ve been talking about one to one marketing with email for years. In 2015 we see that really coming into its own because technologies are coming to the point where you can build out one to one emails much more readily. A big trend is leveraging the behavioural aspects of website; in terms of tying web analytics to email analytics to you can send materials and emails to individuals that visited certain areas of your sites. Relevance is one of the foundations of email, as Seth Godin speaks in Permission Marketing; people need to expect email for it to be successful. It also needs to be personalised and relevant.
- We’ve been talking about one to one marketing with email for years. In 2015 we see that really coming into its own because technologies are coming to the point where you can build out one to one emails much more readily. A big trend is leveraging the behavioural aspects of website; in terms of tying web analytics to email analytics to you can send materials and emails to individuals that visited certain areas of your sites. Relevance is one of the foundations of email, as Seth Godin speaks in Permission Marketing; people need to expect email for it to be successful. It also needs to be personalised and relevant.
- People ask how many segments should I have in this audience, one for the whole thing? In an ideal world you would have one sales funnel/process for every individual. But up until now that’s been completely overwhelming. Progressive marketers are incorporating questions in welcome emails. The highest open rates is when people sign up to something. They’re excited and engaged and they’re going to respond. The chances that they’ll fill out that survey are the best. People are willing to give you information at a rate equivalent to the trust you’ve developed with them. The more they trust, they more they give you. Ask them for a few pieces of information at the beginning, then over time give data or ask for their advice. You’re turning it into a conversation, sharing and building a relationship. It’s an ongoing process of building trust and collecting data.
- But it’s not a “fire and forget” strategy, we’re not just talking about the technology but setting up personas, mapping customer journeys and building in rules. Just as importantly, you need to create relevant content and incentives for segments you’re looking to target.
- There are a growing number of ways that customers are interacting with brands e.g. email, online display ads and text messages —and these should be measured and considered together – regardless as to whether data is coming from email, mobile, or display. Email’s continuing value will be determined by how it’s being used in conjunction with other channels. As I mentioned earlier, email is a unique identifier which can stitch together an individual’s digital activities. This can enable email to move beyond the inbox and enable marketers to tailor messaging on other channels. Email can be more than a direct response channel, but that can only happen through continued experimentation.