Email Marketing Trends for 2014

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This webinar, presented by BlueHornet's VP of Strategic Services, Kara Trivunovic, will take a look at what's on the horizon for 2014. Including:

- Doing more with progressive profiling
- Continuing to optimize your email for mobile rendering
- Leveraging interactive content
- and much more

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  • Every year end, conversations start to flurry around what will drive email in coming year – and every year email marketers wish lists are jotted down as we enter the new year with hope that this will be the year that video will play in email, or that real time interaction within email will be seamless (think adding items to an already processed order, or real time chat with customer service) - I mean, if Amazon can make the octocopter a reality – why can we not achieve these seemingly simple tasks? Largely because we are at the will of inbox providers like Gmail and Yahoo – so it appears that it is easier for Amazon to navigate challenges with Air Traffic Control (though I don’t know that they have solved for teens with bee bee guns taking pot shots at products in the sky) than it is for email marketers to make innovation in email a reality.So today, while we are going to be talking about trends for 2014 – we are going to take off our rose colored glasses and talk about *accomplishable* trends for 2014. But as we talk about these trends, it is important to keep in mind that
  • Not all trends are created equal. “Trends” can be a scary word…especially if you can recall the 80’s. I can recall some pretty unpleasant trends from the 80’s that are making there way back in to the schools today that are better left in the past. Leg warmers, neon, stirrup pants….stone washed jeans. But what is even more telling about this is that there is a market for every trend. Good bad or otherwise. So as we look at trends for email today, it is critical to keep it in the context that not every trend is going to apply to every situation, client or vertical – some may not fit like that single sequin glove.
  • And in today’s environment, the three biggest challenges are data, data, data. Acquiring the data, analyzing the data and leveraging the data. According to a study conducted by monetate 39% of respondents claim to not be able to turn their data into actionable insight and 95% believe that the data within their organizations remains largely untapped.
  • And in order to be effective today, email marketers need to arm themselves with the data in order to win the battle of the inbox. Brands aren’t just competing with their biggest vertical competitors – they are competing with every single brand in their recipients’ inbox. And the best way to break through that is to get smarter and more prescriptive about the email being sent. Which means that it is all about data, data, data.
  • Acquiring the data, analyzing the data and leveraging the data. Today we are going to spend some time reviewing these challenges and the corresponding opportunities to help guide and counsel clients on overcoming these challenges.
  • Take away #2So take away number two is to analyze and understand your data through the proper lens – bias free.
  • Source: thebigdatainsightgroup.comIt is important to know and discern between interesting data and useful data. Consumers are generating an inordinate amount of data today – but it is not all critical or necessary for running effective and relevant email marketing programs. Focusing on the right data within your high-impact segments can provide long-term and short-term successes for the channel.
  • The last data challenge is leveraging the data. When it comes to email innovation, opportunities and trends for 2014 – it is all about how email marketers will be leveraging the data they have.  Targeting and segmentation are clear opportunities. Gone are the days of batch and blast (though there is still a place in your email communication mix for full file sends – think product launches or news and alerts that would be relevant to all subscribers) – but it is also important to make sure that you have your targets identified appropriately and that you have been as diligent as possible in validating the logic. I recently spent time with a client that shared a story, that I will share with you….POLITICAL STORY from client.
  • Interactive content
  • Email Marketing Trends for 2014

    1. 1. EMAIL MARKETING TRENDS FOR 2014 EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    2. 2. TODAY’S PRESENTER KARA TRIVUNOVIC VP, Strategic Services BlueHornet #emailtrends EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    3. 3. A LOOK IN TO THE FUTURE EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    4. 4. NOT ALL TRENDS ARE CREATED EQUAL What are the biggest challenges today? • Data Acquisition, Analysis, & Application • Application Of The Email Channel EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    5. 5. IS YOUR DATA ACTIONABLE? 95% Data within organizations that remains untapped. 39% 39% Marketers who think data is collected too infrequently or not real-time enough. Marketers who say they can’t turn their data into actionable insight. 26% Organizations that don’t use real-time onsite behavior to personalize the website experience. Source: Monetate, June 2013 EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    6. 6. EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    7. 7. CHALLENGE ONE: DATA ACQUISITION, ANALYSIS, & APPLICATION EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    8. 8. EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    9. 9. PROS AND CONS TO ACQUIRING MORE PROFILE DATA EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    10. 10. COMPLETING THE DATA PICTURE EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    11. 11. IT’S ALL ABOUT THE RIGHT DATA Source: thebigdatainsightgroup.com EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    12. 12. LEVERAGING THE DATA Do you have enough historic data to recognize trends properly? EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    13. 13. TIME FOR PLANNING EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    14. 14. CHALLENGE TWO: APPLICATION OF THE EMAIL CHANNEL EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    15. 15. APPLICATION OF THE EMAIL CHANNEL Progressive Profiling Real-Time Content Vehicle for Testing EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    16. 16. PROGRESSIVE PROFILING Metlife • Use a poll to find out what subscribers look for most • Add the answers to subscriber profiles • Leverage responses to individualize content EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    17. 17. REAL-TIME CONTENT Leverage active content to drive increased engagement and urgency • Countdown clock • Number of other participants in a deal • Only “x” left EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    18. 18. VEHICLE FOR TESTING • Use subscribers as a focus group • Test elements like branding and positioning, voice and tone, tag lines and more • Learn what is resonating with your customers before taking the leap EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    19. 19. TO RECAP… EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    20. 20. A LOOK TO THE TRENDS Addressing data challenges and needs • Acquisition of the data • Analysis of the data • Application of the insights Application of the email channel • Data enhancement • Dynamic / interactive (live) experience • Focus group for testing EMAIL MARKETING TRENDS FOR 2014 #emailtrends
    21. 21. QUESTIONS? EMAIL MARKETING TRENDS FOR 2014 #emailtrends

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