Sector by sector, how does your email marketing stack up?
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This document appears to be a presentation from Adestra, a company that provides digital marketing technology solutions. The presentation discusses the state of the email marketing industry based on a census of over 1,150 respondents. It highlights key findings such as email delivering the highest ROI and challenges around segmentation, personalization, and automation. The presentation also includes several case studies showcasing how Adestra's customers improved metrics like open rates, click-through rates, and revenue through tactics like segmentation, automation, and dynamic content.
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Sector by sector, how does your email marketing stack up?
- 1. @adestra adestra.com Sector by sector, how does your email marketing stack up?
- 2. @adestra adestra.com Welcome! • You can hear us, we can’t hear you • There will be time for questions at the end • Tweet us @adestra
- 3. @adestra adestra.comadestra.com We have been providing enterprise-level digital marketing technology solutions to organizations around the globe since 2004. Our clients trust our proven email, automation, social, and mobile marketing technology to deliver successful and cutting-edge marketing programs to their valued customers. We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software AND a Service. About Adestra
- 4. @adestra adestra.com Introducing Adestra Page 4 Our obsession is to make our customers successful by delivering the right email-driven technology and awesome customer service. We bring clarity to complexity.
- 5. @adestra adestra.com Hello! Page 5 Jennifer Watkiss Head of Marketing Communications
- 6. @adestra adestra.com 2016 Email Marketing Industry Census Page 6 10th anniversary edition Over 1,150 respondents 66% in-house marketers 34% agency respondents
- 7. @adestra adestra.com What is the state of the industry? Page 7 • Email delivers highest ROI ahead of SEO at 73% of companies rating it ‘excellent’ or ‘good’ • Advanced segmentation and personalisation continue to be challenges • Success with automation still an issue • Data, behavioural triggers and dynamic elements = top focus for 2016
- 8. @adestra adestra.com The industries presented in the report Page 8 • Publishing & Media • Retail • Charities, Government & Non-profits • Financial Services & Insurance • Travel & Hospitality • Technology & Telecoms
- 9. @adestra adestra.com ROI & Budgets Page 9
- 10. @adestra adestra.com Case Study: Tenfold increase in RPE for PetsPyjamas Page 10 • 50% increase in open rates (up from 40% to 60%) • 29% click-to-open rate across the program • 1000% increase in revenue per email
- 11. @adestra adestra.com Big Data in Email Page 11
- 12. @adestra adestra.com Case Study: Data intelligence brings 120% more revenue Page 12 • Premium customers who engaged with similar content in the past. • In-depth analysis of their customers’ previous behavior • 42% open rate 88% uplift in sales conversion ratio
- 13. @adestra adestra.com Case Study: Segmentation and automation with Future Page 13
- 14. @adestra adestra.com Case Study: Segmentation and automation with Future Page 14 • The initial email campaign had a 20% open rate and an 18% click-to-open rate • The automation program saw a 71% average open rate and a 30% click-to-open rate
- 16. @adestra adestra.com Case Study: Ecobuild save hours with Adestra Email Editor Page 16 • Campaign build time reduced to 30 minute average • Given the marketing team more time for: • Strategy • Targeting based on job role • Testing CTAs • Optimize content
- 18. @adestra adestra.com Case Study: Lifecycle campaigns Page 18 • Targeted customers who had bought a bike the year before • 2337% ROI • 56% open rate
- 19. @adestra adestra.com Case Study: Dynamic content Page 19 • Live countdown clock to create urgency for limited 24 hour sale • 171% higher click-to-open rate • 400% higher conversion rate
- 20. @adestra adestra.com Case Study: Lead scoring & lead nurturing Page 20 • 49% average open rate • 25% more trial members logging in • 33% increase in trial conversion rate
- 22. @adestra adestra.com Case Study: 15% more website traffic for Beachcomber Page 22 • 36% click-through rate for the welcome series • 15% increase in email-driven web traffic
- 23. @adestra adestra.com Email innovation and focus for 2016 Page 23
- 24. @adestra adestra.com Page 24 Get your free copy www.adestra.com/2016sectors
Editor's Notes
- Anca Hello everyone and welcome to this Adestra webinar! My name is Anca and I’ll be your host for today, as we talk about the results of our 2016 Email Marketing Industry – Key Sector Report
- Anca A few house-keeping things before we start: You are all on mute so we can’t hear you, but you can ask any questions using the questions panel in the sidebar. Just a note that we won't answer them until the end when we have some time at the end for discussion, so I do encourage you to use this feature. Alternatively, you can also ask questions on Twitter to @adestra.
- Anca But first, I’ll just tell you a little bit about Adestra. We’re an email-driven technology company who have been helping global and growing brands maximize their marketing ROI for over 11 years.
- Anca …and we do that by being obsessed with their success. We like to say we’re not just a Software as a Service company, we offer Software and a Service.
- Anca Let me introduce you to our presenter: Jennifer Watkiss is our Head of Marketing Communications. She an integrated communications specialist with over ten years of demonstrated experience in generating creative marketing programs that deliver solid bottom line results.
- Hi everyone, and thanks for joining us today. The piece of research we’re discussing today is based on the 2016 Email Census that we produce each year in partnership with Econsultancy. If you haven’t read it, it’s available for download on our website. What’s different about the Sectorised Census though, is that we have broken down the data by the industry sectors of the respondents, to give a better idea of which industries’ marketers are excelling or lagging in certain aspects of email marketing, hopefully prompting you to see where your biggest opportunities lie. In this webinar, I’ll be going through a few charts that show the differences between industries, and illustrating some of the most successful with case studies from Adestra clients.
- So a brief overall state of the industry, email is once again an excellent driver of marketing ROI. And yet there is massive room for making that figure even stronger. The majority of marketers are still struggling to move past the basics, and achieve their desired results with segmentation, personalisation, and automation, all of which drive the theme for what email marketers are focusing on this year.
- As we break those challenges down by industry, we’ll be focusing on the top six, as identified by respondents in the survey. That is, publishing & media, retail, charities, government & non profits, financial services & insurance, travel & hospitality, and tech & telecoms
- And right out of the gate, you can start to see how widely specific industry sectors vary from the average. Most sectors saw ROI grow year on year, however Charities are really excelling this year, having moved from fairly average performance up to the top, as well as showing a steady and significant increase three years running. Retailers have also seen a rebound in their email ROI after a bit of a dip last year.
- http://www.adestra.com/clients/case-studies/tailored-welcome-program-achieves-tenfold-increase-in-revenue-per-email-for-pet-retailer-petspyjamas/ One of the retailers contributing to this growth is Pets Pyjamas (who don’t actually sell pyjamas for your pets yet, but do carry nearly everything else). They have used marketing automation to deliver a tailored welcome program, providing a contextual experience for their subscribers based on customer source, and then further customising the journey based on a response to their PetsPoints program, and whether the subscriber uses any subsequent discount codes. It’s hard to argue with increases in revenue per email that you can report in orders of magnitude!
- Another very telling metric that varies widely when looked at in the context of different industries is how many services around data use any given sector is using as part of their email program. These were the most popular services available from ESPs that respondents said they used, and a tick in any of the boxes represents more than 50% of respondents in that industry answering positively to whether they use a particular service or functionality. And most of these services center around the collection, use, and measurement of data. Print/publishing, who have been on top in terms of the value they see from email for years, are most advanced in the places and ways they use their ESPs services. Whereas a majority of respondents in the Financial Services and Insurance sector aren’t using any. The rest of the sectors fall across the middle of the spectrum.
- One travel company making the most of their data is Serenity Holidays. They’ve used segmentation to send more tailored offers to their audience. First, each contact in their database was assigned a score from 1-15 based on recency of purchase, frequency and value. From this, they selected a core audience which was more likely to consider the premium offer appealing. Secondly, that core segment was further filtered based on what they had previously purchased, and also whether they had engaged with similar content in previous emails. This led to a massive uplift in their sales conversion ratio from these emails, and more than doubled the revenue from those emails. http://www.adestra.com/advanced-data-intelligence-helps-drive-uplift-120-revenue/
- Another segmentation success story comes from Future publishing. And this one doesn’t actually depend on having a wealth of data you’ve already collected to draw from. By using some clever graphics for MyFavouriteMagazines (you can see the recipient’s name on the clapboard) and giving subscribers the opportunity to choose their favourite show, they were able to use the Adestra Automation Program Builder to send their readers on a customised journey, tailored to their favourite program. http://www.adestra.com/future-publishing-innovative-personalised-automated-how-one-campaign-ticks-all-the-boxes/
- The response was a huge lift over the non-customised journey, and Future were able to collect some additional data about their subscribers along the way, to provide an even more tailored experience in the future. http://www.adestra.com/future-publishing-innovative-personalised-automated-how-one-campaign-ticks-all-the-boxes/
- Of course, knowing what you *want* to do is one thing. Having the time to do it is entirely another. One of the biggest challenges marketers face is finding the time to plan and execute on new, strategic activities, while continuing to keep up their current pace on existing programs. This graph makes it quite obvious that it’s not a unique problem, with marketers across the board not even able to spend half of the time they have for email on strategic activities. Ideally this would be an 80/20 mix, with 80% of a marketer’s time spent on strategy (things like measurement, refinement, data analysis and automation journey planning) and only 20% spent on execution. There’s no magic rocket that’s going to appear and shoot marketers straight into that ratio range; it’s going to take a concerted effort and many small steps to move closer and closer to the right balance.
- One way marketers can save time on execution is by using the tools that their ESP offers to streamline campaign creation. In this example, UBM used Adestra’s new Email Editor and a set of easy-to-use, customizable templates in order to make campaign creation more efficient. They reduced the time it takes to create a campaign to just 30 minutes – whereas before they were taking up to an entire day! This was a no-brainer for UBM, who send hundreds of emails for dozens of events. But even if you only send one email a week, getting these incremental wins, like saving six or seven hours per campaign (that’s 300 hours a year!) by moving to a more efficient email creation system, and then you can find a few more efficiencies, all year long, it begins to add up to some very significant time to spend on more strategic activities. http://www.adestra.com/clients/case-studies/ecobuild-save-hours-campaign-creation-adestra-email-editor/
- So now we get into the real details of who’s doing what. Which industries are making the broadest use of the email marketing tactics and technologies available to them? Travel & Hospitality has leapt into first place here – not surprising when you see later that they’re also tops in Automation – showing their improved approach to time and technology management, and resulting in a big payoff in terms of the ROI they’re reporting. Unsurprisingly, Mobile optimisation and basic segmentation are the most popular tactics across the board, with Advanced segmentation showing the biggest gains year over year. It seems marketers have these tactics well in hand. So I’d like to share with you a couple email practices that tend to cause a bit more angst and confusion when it comes to planning and execution
- Mango Bikes wanted to build a lifecycle campaign for purchasers of their bikes, but it had to use data they already had, and fit their unique brand personality. They came up with the idea to create a campaign around the bicycle’s birthday, since they had purchase data for all their subscribers. I don’t know about any of you, but I’m a big fan of my bicycle, and do think of it as a bit of an extension of myself. A present to thank it for its service is a present for both of us. And clearly the mango bikes subscribers felt the same. The offer for subscribers to purchase presents for their bicycle generated a massive amount of ROI and goodwill, and continues to run in the background for all new mango bicycle purchasers. http://www.adestra.com/clients/case-studies/mango-achieves-2337-roi-lifecycle-email-campaign/
- Another way to make subscribers really sit up and take notice is by adding dynamic content. This is anything that updates automatically when the email is opened, and depending on the email client, may even have live movement such as the timer ticking down. The Diamond Store added a simple countdown timers for their Black Friday sale, and comparing to similar big sale emails *without* the timer, they achieved a 171% higher click-to-open rate and 400% higher conversions. It’s one thing to TELL subscribers that a deal is only live for 24 hours, but it’s another to really SHOW them with the active passage of time. We compared the performance to previous ‘big sale’ campaigns featuring a similar single-minded design, but without the countdown timer. The uplift was impressive showing: 171% higher click-to-open rate 400% higher conversion rate http://www.adestra.com/clients/case-studies/dynamic-email-content-leads-to-400-increase-in-conversions-for-black-friday-email/
- And a last tactic before we move on from this section is lead scoring and nurturing. This is one of the more complicated programs to implement, but it’s crucial in the B2B sector. Purchasing cycles tend to be more fixed, and without guiding leads through a series of benefits that will help them justify their expenses to their department heads and procurement departments, it’s very easy for leads to drop out of a process as more pressing needs get their attention. iGaming Business needed to convert their free-trial subscribers into paid subscribers, but had been sending few reminders on an ad-hoc basis, and weren’t able to intervene quickly with free-trial subscribers who weren’t actually logging in during their trial period. With the help of Adestra’s professional service department, they created a nine-stage automated nurture program, incorporating a welcome email, regular reminders of the time remaining on the trial, and tips for getting the most out of the resources available. This program to nurture their valuable leads resulted in an increase in trial activity for iGaming Business, and ultimately a 33% increase in the trial conversion rate. It also removed the need for the trial team to send manual emails during the trial process. http://www.adestra.com/clients/case-studies/igaming-business-increase-trial-conversion-rate-by-33-with-automated-trial-nurture-program/
- So speaking of automation, There seems to be quite a bit of disparity in the industries having the best results from it. Travel & Hospitality are enjoying a significant improvement in their “Very Successful” automation results, and really, it’s only in the Financial services sector that respondents are reporting a minority of successful results. And remember, automation doesn’t need to be complicated. In fact, it’s much better to start with a basic workflow, and use reporting results to guide how you make it more advanced over time.
- Beachcomber travel extended their single-email welcome message into a series, and increased their email-driven web traffic by 15%. This has also given them a bunch of behavioural data to work with, that they plan on using to further personalize future emails based on destinations their subscribers have shown an interest in. http://www.adestra.com/clients/case-studies/new-welcome-program-drives-15-increase-in-email-driven-web-traffic/
- Finally, how are your peers planning to innovate this coming year? Overwhelmingly, everyone wants to use behavioural triggers in more innovative ways. Not surprising, as that ultra-contextual experience is really the holy grail when it comes to most marketing these days. But using more dynamic content elements and more automation are also big players, and as you’ve seen in the case studies presented, places where you can both save a bit of time and generate increased results, giving you both time and credibility when it comes to experimenting with some of those more creative triggers.
- All the charts I’ve shown today, plus a few more, as well as more detail about each sector’s performance are available now in the 2016 Key Sector Report at our website, and we’ll also send around a copy with the follow-up email to this webinar. So now I’ll invite you to submit any questions through the GoToWebinar interface.
- Anca Thank you very much for joining us… I’m sure our listeners have taken a lot of your valuable advice in and they’re ready to go back to the drawing board and start applying it. Questions: We have a few listeners asking about the slides. Do not worry folks, the recording and slides will be sent to you in a follow-up email in the next few days. Feel free to share them with your colleagues too!