Email Marketing Past,
Present & Future
The future of email:
Towards a sustainable model?
The future of email :
Towards a sustainable model ?
Assessment of the si...
Email marketing and multi-channel CRM
consultancy
• Email consulting
Diagnostic
Help in choosing tools and methods
Help in...
eCrm and Email Marketing consultancy
Pignonsurmail.com Florenceconsultant.com
Email marketing
An assessment 38 years after the 1st email
sent in 1972
Strengths
• Top #1 and #2 end-user internet usage in
France
• The only direct marketing tool on the
Internet
• Unrivaled c...
Pop-ups/
pop-unders
Banners,
buttons
House email
SEO
Rented email
lists
Contextual
targeting
Rich media/
video
Affiliate M...
Performics Digital Investments Benchmark (214 respondents)
METHODS USED SECOND SEMESTER 2009
EMAIL LOYALTY PROGRAM
SITE DE...
• Inform
• Notify
• Convert
• Entertain
• …
Email campaign uses
Email marketing
Inboxes are getting crowded
Assessment of 2009
Email routing
Revenue up
20%
MSP/Router revenue
trend
MillionEuros
Volume up 23%
Email volume trend in France
Billion emails
routed
Moderate growth
Emails/day
Emails per day per internet user
Some figures
• Upmarket distance sellers:
3/5 million emails per day.
• Bulk MSPs:
5 to 8 million emails per day
• EMA stu...
Spam Invasion!
The Dark Side
of online advertising
Weaknesses of email
• A widespread phenomenon.
Considerable deliverability issues
Tools
Databases
Campaigns
Messages
Deliv...
Features of a campaign in 2006
My
Database
My email My
delivery
Features of a campaign in 2010
My DB New subscribers
Customers
VIP members
Lifecycle dates
Opened
Unopened 3 mo.
Unopened ...
What about
reducing the
complaint rate?
How should I deal
with unresponsive
contacts after 20
campaigns?
Greater sophistication
Sophistication
Customer knowledge
Product knowledge Distribution channel knowledge
Broadcast
Bulk d...
Email marketing
Have we reached a plateau ?
Performances tailing off
Open rate
Click thru’ rate
Performances stabilizing
Open rate
Click thru’ rate
Open and CTR trends Q1 08 – Q2 09
Rateas%
Small is beautiful
Open rate by volume sent – S2 2009
Changes down the road
Towards a sustainable email model ?
Evolutions in email marketing
• More fine-grained filtering of commercial messages
Categories
Spam
Commercial messages
Per...
36
Commercial
Evolutions in email marketing
• Improved handling of mobile
2009 EMA study
From your
mobile
handset
At least once a week
L...
Evolutions in email marketing
• More automated campaigns
Improved transactional messages
Optimized lifecycle times
• Lever...
Evolutions in email marketing
• Statutory evolutions
Privacy legislation (Escoffier proposition in France)
Transposition i...
Email vs. Social
The match
Social Media
• Foundations of a community:
The reality of interactions
Opportunities to interact and
show oneself
Identify...
Friends after all?
3 studies on email and social media
• The Nielsen Company, “Is Social Media Impacting
How Much We Email?,” September 2009
...
ExactTarget
Merkle
Social
Media
Web
SitesCustomers
Prospects
Web Sites
BlogsSocial Media
Email
Today
In 3 years
• Display advertising (#1 source of revenue)
Business model similar to that of Google
Cost based on CPM or performance
Cur...
• Fan pages: Areas for discussion
Free of charge
Need to curate them
New role: Community Manager
Fast growth in number of ...
Remarks
The Stakes of Community Management
• Engage with consumers and develop conversations
• Control conversations
Respond to cr...
Current marketing trends on Facebook
• Facebook apps
Ability to recover user data (email, Facebook ID)
Ability to address ...
An initial assessment of Facebook
• A lot of hype
• Widespread use in USA
• Advertisers are still flirting with the idea
•...
Differents messages on Facebook
Social Media: An unstable model of
intermediation.
Free for brands, but for how long?
What Business Model for
social media...
Some marketing features of social media
• Reduced levels of personalization
One-to-Many information delivery
No One-to-One...
A reconciliation with email in sight
• Major changes in preparation
Since February 2010: Facebook applications can recover...
Conclusion
• "Email has had a good run as king of communications.
But its reign is over." Jessica. Vascellaro, WSJ Tech Re...
Thank you!
• Contact Information
• Bruno Florence
• www.florenceconsultant.com
• www.pignonsurmail.com
• bflorence@florenc...
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
Email marketing : past, present & future
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Email marketing : past, present & future

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An assessment 38 years after the 1st email sent in 1972.
Email vs. Social ? Friends after all ?

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Email marketing : past, present & future

  1. 1. Email Marketing Past, Present & Future
  2. 2. The future of email: Towards a sustainable model? The future of email : Towards a sustainable model ? Assessment of the situation Inboxes are getting crowded Have we reached a plateau? Changes down the road Email and Social Conclusion
  3. 3. Email marketing and multi-channel CRM consultancy • Email consulting Diagnostic Help in choosing tools and methods Help in performing campaigns Audit ("mobile diagnostic") Deliverability audit • Published studies Email Marketing Campaign Management Tools • Professional training: Email-academy.com
  4. 4. eCrm and Email Marketing consultancy Pignonsurmail.com Florenceconsultant.com
  5. 5. Email marketing An assessment 38 years after the 1st email sent in 1972
  6. 6. Strengths • Top #1 and #2 end-user internet usage in France • The only direct marketing tool on the Internet • Unrivaled contact cost in a loyalty/retention setting • A channel responsible for 10 to 60% of sales volume of ecommerce sites. Weaknesses • Inboxes are getting crowded • Spam drowning out the message • Often disappointing in customer acquisition • Reliability issues A personalized message sent to a target, with the aim of obtaining a measurable reaction. Email in direct marketing
  7. 7. Pop-ups/ pop-unders Banners, buttons House email SEO Rented email lists Contextual targeting Rich media/ video Affiliate Marketing Behavioral targeting Text-link ads 0% 10% 20% 30% 40% 50% 60% 100% 90% 80% 70% 60% 50% 40% 30% Marketers Reporting "Great" Return on Investment >>> Usage>>>
  8. 8. Performics Digital Investments Benchmark (214 respondents) METHODS USED SECOND SEMESTER 2009 EMAIL LOYALTY PROGRAM SITE DESIGN (DESIGN AND CREATIVE) CONSULTING AND STRATEGIC PLANNING SPECIFIC .NET, JAVA & PHP DEVELOPMENTS DISPLAY MOBILE MARKETING NATURAL REFERENCING (SEO) SOCIAL MEDIA MARKETING (NETWORKS, BLOGS) VIDEO CONTENT CREATION AND PRODUCTION EMAIL ACQUISITION PROGRAM SEARCH MARKETING (SPONSORED LINKS: SEM) AFFILIATION
  9. 9. • Inform • Notify • Convert • Entertain • … Email campaign uses
  10. 10. Email marketing Inboxes are getting crowded
  11. 11. Assessment of 2009 Email routing
  12. 12. Revenue up 20% MSP/Router revenue trend MillionEuros
  13. 13. Volume up 23% Email volume trend in France Billion emails routed
  14. 14. Moderate growth Emails/day Emails per day per internet user
  15. 15. Some figures • Upmarket distance sellers: 3/5 million emails per day. • Bulk MSPs: 5 to 8 million emails per day • EMA study Internet users have on average 2.7 email accounts On average, how much spam and "unwanted" email do you receive per day ? Don’t know More than 30/day Between 11 and 30/day Between 6 and 10/day Between 1 and 5/day None Some figures
  16. 16. Spam Invasion! The Dark Side of online advertising
  17. 17. Weaknesses of email • A widespread phenomenon. Considerable deliverability issues Tools Databases Campaigns Messages Deliverability Marketing Quality
  18. 18. Features of a campaign in 2006 My Database My email My delivery
  19. 19. Features of a campaign in 2010 My DB New subscribers Customers VIP members Lifecycle dates Opened Unopened 3 mo. Unopened 6 mo. Unopened 9 mo. Inactive 6 months Inactive 2 months Always been inactive Opened? Click through? Click through? Opened? Opened? Opened? Click through? Click through? Welcome email Customer email Lifecycle email Customer email Followup email Followup email Opt-out email Opt-out email
  20. 20. What about reducing the complaint rate?
  21. 21. How should I deal with unresponsive contacts after 20 campaigns?
  22. 22. Greater sophistication Sophistication Customer knowledge Product knowledge Distribution channel knowledge Broadcast Bulk delivery Segmentation Identify the target based on campaign objectives Personalization 1-to-1 content, fine-grained personalization Automation Across the customer lifecycle
  23. 23. Email marketing Have we reached a plateau ?
  24. 24. Performances tailing off Open rate Click thru’ rate
  25. 25. Performances stabilizing Open rate Click thru’ rate Open and CTR trends Q1 08 – Q2 09 Rateas%
  26. 26. Small is beautiful Open rate by volume sent – S2 2009
  27. 27. Changes down the road Towards a sustainable email model ?
  28. 28. Evolutions in email marketing • More fine-grained filtering of commercial messages Categories Spam Commercial messages Personal messages • Greater hurdles to routing databases of poor quality
  29. 29. 36 Commercial
  30. 30. Evolutions in email marketing • Improved handling of mobile 2009 EMA study From your mobile handset At least once a week Less than once a week Never Males Under 35 Living in Paris conurbation You connect to the internet…
  31. 31. Evolutions in email marketing • More automated campaigns Improved transactional messages Optimized lifecycle times • Leveraging user habits Linking of Web Analytics – Email
  32. 32. Evolutions in email marketing • Statutory evolutions Privacy legislation (Escoffier proposition in France) Transposition into national law of the so-called ‘Telecom Packet’ EU directive Public consultations this year Major directions Opt-in Usage and ownership of cookies Controls on usage of personal data …
  33. 33. Email vs. Social The match
  34. 34. Social Media • Foundations of a community: The reality of interactions Opportunities to interact and show oneself Identify of participants Sense of belonging • The address book and the link mechanism are the two pillars of social media • 400 million users worldwide, • Roughly 15 million "active" users in France. Top 5 social sites (France, January 09) Rank Unique Vistors (000) Avg time Source: Nielsen/NetRatings – France, Jan 09 – Internet applications included
  35. 35. Friends after all?
  36. 36. 3 studies on email and social media • The Nielsen Company, “Is Social Media Impacting How Much We Email?,” September 2009 • Merkle: View from the Social inbox 2010 Research conducted Q2 2009 with 3,281 US respondents over 18. • ExactTarget.com: Is Email Marketing Endangered? The Truth About Email Usage Trends in Multi-Channel Marketing 1,579 responses collected in Q3 2009 and 760 in the UK between August and September 2009
  37. 37. ExactTarget
  38. 38. Merkle
  39. 39. Social Media Web SitesCustomers Prospects
  40. 40. Web Sites BlogsSocial Media Email
  41. 41. Today
  42. 42. In 3 years
  43. 43. • Display advertising (#1 source of revenue) Business model similar to that of Google Cost based on CPM or performance Current marketing trends on Facebook
  44. 44. • Fan pages: Areas for discussion Free of charge Need to curate them New role: Community Manager Fast growth in number of members Marques Nombre de Fan Zara 2377648 H&M 1901353 Agnès b. 85644 Kiabi 46249 La Redoute 18968 Petit bateaux 16124 3suisses 2941 Becquet 1022 DPAM 328 Verbaudet 294 Current marketing trends on Facebook Brand Number of fans
  45. 45. Remarks
  46. 46. The Stakes of Community Management • Engage with consumers and develop conversations • Control conversations Respond to criticism, crisis handling Identify e-Leaders Direct themes and discussions • Leverage relationships and viral effects within networks
  47. 47. Current marketing trends on Facebook • Facebook apps Ability to recover user data (email, Facebook ID) Ability to address the member directly
  48. 48. An initial assessment of Facebook • A lot of hype • Widespread use in USA • Advertisers are still flirting with the idea • Limited marketing automation • Difficult to determine campaign ROI • Social networks heavily rely upon email for Notifications News feeds
  49. 49. Differents messages on Facebook
  50. 50. Social Media: An unstable model of intermediation. Free for brands, but for how long? What Business Model for social media? Security? Intrusive? Reliability? Customers Prospects Social media Advertisers
  51. 51. Some marketing features of social media • Reduced levels of personalization One-to-Many information delivery No One-to-One personalization • Powerful vectors for viral marketing • Attractive notification tools Twitter (the SMS of the Internet) • Predictions! Gartner, Inc.: "By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.”
  52. 52. A reconciliation with email in sight • Major changes in preparation Since February 2010: Facebook applications can recover email addresses Project Titan: A full-featured Webmail product (cf. MySpace)
  53. 53. Conclusion • "Email has had a good run as king of communications. But its reign is over." Jessica. Vascellaro, WSJ Tech Reporter, October 12, 2009 • Customer knowledge developed through email will be very useful in social settings • Complementary uses Email engages users in a personalized context (offer dialogue), but does not enable dialogue itself Facebook provides the means to dialog and drive dialogues Email Social
  54. 54. Thank you! • Contact Information • Bruno Florence • www.florenceconsultant.com • www.pignonsurmail.com • bflorence@florenceconsultant.com • Tel: +33 4 9136 2594 • Cell: +33 6 6056 1044

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