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DMA email marketing trends 2013 presentation

DMA Email Marketing Council
DMA Email Marketing Council
DMA Email Marketing CouncilDMA Email Marketing Council

DMA email marketing trends 2013 presentation

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Email marketing trends 2013

     Tuesday 5 February 2013
            #DMAEmail

            Sponsored by
Agenda
8.30am    Registration and breakfast

9.00am    Welcome
          James Bunting, Managing Director, Communicator Corp

9.10am    Research findings
          Anthony Wilkey, Strategic Client Director, Emailvision

9.40am    Top 5 ways to allocate your 2013 email marketing budget
          Dela Quist, Chief Executive Officer, Alchemy Worx

10.10am   Lucky Voice case study: How email marketing drives brilliant
          ROI as part of the marketing mix
          Dan Pilkington, Head of Marketing, Lucky Voice

10.30am   Panel discussion

10.55am   Closing remarks
          James Bunting, Managing Director, Communicator Corp
Welcome


James Bunting, Managing Director,
       Communicator Corp
Research findings


Anthony Wilkey, Strategic Client
     Director, Emailvision
DMA email marketing trends 2013 presentation
Agenda

•   Overview
•   Key Findings
•   Themes and Trends
•   B2C vs. B2B
•   Outlook – The Future

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DMA email marketing trends 2013 presentation

  • 1. Email marketing trends 2013 Tuesday 5 February 2013 #DMAEmail Sponsored by
  • 2. Agenda 8.30am Registration and breakfast 9.00am Welcome James Bunting, Managing Director, Communicator Corp 9.10am Research findings Anthony Wilkey, Strategic Client Director, Emailvision 9.40am Top 5 ways to allocate your 2013 email marketing budget Dela Quist, Chief Executive Officer, Alchemy Worx 10.10am Lucky Voice case study: How email marketing drives brilliant ROI as part of the marketing mix Dan Pilkington, Head of Marketing, Lucky Voice 10.30am Panel discussion 10.55am Closing remarks James Bunting, Managing Director, Communicator Corp
  • 3. Welcome James Bunting, Managing Director, Communicator Corp
  • 4. Research findings Anthony Wilkey, Strategic Client Director, Emailvision
  • 6. Agenda • Overview • Key Findings • Themes and Trends • B2C vs. B2B • Outlook – The Future
  • 7. Overview • How email marketing has evolved in 2012 • Published annually for the past 6 years • Complements the National Email Benchmarking Report • Over 230 client side marketers • Around 60 questions • B2C and B2B • A rare, unbiased opportunity to recognise and assess trends
  • 8. Key Findings • Email marketing remains critical component • ROI remains strong • Positive trends across other metrics • Budget allocation growing • Value vs. Investment gap still significant • Execution capability evolving • More focus on contact strategy
  • 9. Themes and Trends • Growing education and understanding • Importance of data • Wider applications of email • More attention given to challenges • Continued recognition of value of email
  • 10. Education and Understanding How do you manage your email marketing programme?
  • 11. Education and Understanding What percentage of your email revenue comes from the following types of emails?
  • 12. Education and Understanding Marketers draw on far more sources of insight and advice than in 2011. Top 3 Overall • Industry Email Newsletters (+32%) • Blogs (+13%) • Webinars (+30%) Biggest Increase • Trade Shows (+127%) 3 Declined in Popularity • Entirely self-taught (-50%) • Industry Online Discussions (-10%) • Social Networks (-21%) More customised and advanced requirements
  • 13. Importance of Data On average how many different customer segments does your business use to segment your mailings?
  • 14. Importance of Data Which from the following are the most effective methods to acquire new email addresses?
  • 15. Importance of Data What is the maximum number of times you contact an address on your list in one month?
  • 16. Wider Applications of Email What is the purpose of your email marketing programmes? Which business goals does it help you to achieve?
  • 17. Wider Applications of Email What type of email message helps you to achieve your business goals?
  • 18. Wider Applications of Email Email when integrated with which of the following marketing tactics delivers the best ROI?
  • 19. Challenges Which of the following stop you from achieving your marketing goals?
  • 20. Recognition of Email Value How important is email marketing within your business strategically?
  • 21. Recognition of Email Value How much is the approximate return you get back for every pound spent on email marketing?
  • 22. Recognition of Email Value What does email contribute overall to the business as percentage of DIGITAL business revenue?
  • 23. Recognition of Email Value What does email contribute overall to the business as percentage of TOTAL business revenue?
  • 24. Themes and Trends Summary • Greater overall competence and maturity amongst email marketers • Higher expectations • Need for ever more sophisticated, integrated solutions and partners
  • 25. B2C vs. B2B Highlights • B2C email marketers put at least as much emphasis on engagement and retention as their B2B counterparts • B2C organisations place less-than-average emphasis on building brand awareness • Email marketing is even more important to online B2B sales than to online B2C revenue • B2C marketers feel confident about their abilities, however B2B marketers are more divided in terms of levels of competence • B2B organisations perceive far more ROI potential in email/mobile marketing integration
  • 26. Outlook – The Future • Mobile Use of Responsive Design • Measurement Refined definition of engagement Progression towards high value metrics Focus on negatives Emphasis on testing • Personalisation Real Time Cross-Channel Data Driven • B2B Narrows the Gap
  • 27. Top 5 ways to allocate your 2013 email marketing budget Dela Quist, Chief Executive Officer, Alchemy Worx
  • 28. Top 5 ways to allocate your 2013 email marketing budget Dela Quist: CEO Alchemy Worx dela@alchemyworx.com @DelaQuist
  • 36. Outsourcing May Be A Solution
  • 37. Revenue Share By Campaign Type
  • 38. Email Drives Sales In Other Channels
  • 39. Email Drives Sales In Other Channels
  • 42. Budgets A Little Tighter
  • 43. Top 5 ways to allocate your 2013 email marketing budget Database Size Email should be the primary means by which Order of Importance Send Frequency someone you already know, visits your site or interacts with your brand Offer & Creative online. Data Segmentation Subject Lines
  • 44. Thank You & Stay in touch alchemyworx.com/delaquist_ebook dela@alchemyworx.com @delaquist uk.linkedin.com/in/delaquist www alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx
  • 47. Lucky Voice case study: How email marketing drives brilliant ROI as part of the marketing mix Dan Pilkington, Head of Marketing, Lucky Voice
  • 48. How email drives ROI as part of the marketing mix
  • 49. Who the hell are Lucky Voice? - The UK’s leading karaoke brand! - Eight karaoke bars across the UK, with two in London - Private karaoke rooms for up to 15 people - Online karaoke streaming service of over 8,000 songs - Subscription model for unlimited singing – the Spotify of karaoke! - Provider of karaoke hardware and software to other venues and events
  • 50. Lucky Voice Quiz! What was the most sung song of 2012?
  • 52. Lucky Voice Quiz! What was the most sung song on New Year’s Eve?
  • 54. Lucky Voice Quiz! What’s the most sung song in Newcastle?
  • 56. Why is email still so important? We know that at least... 30% of our customers engaged with a marketing email last year
  • 57. Why is email still so important? - Traffic from mobile up 70% year on year - Means we’ve seen open rates increase at our peak time for online singing – Saturday night! - Traffic from email up 80% as a result
  • 58. Our objectives with email are varied - Revenue generation in the bars - Cross sell of our online subscription - Engagement with our online service - Retention and the need to be front of mind to bars customers - Acquisition of new customers from email lists - Generation of social media content for PR / awareness
  • 59. ROI! - £20.50 for every £1 spent! - The most profitable channel other than SEO! - Shared in a weekly report with the business - Investing more in email in 2013 than ever before: Data feeds Automation
  • 60. Trigger campaigns are becoming more important... - Confirmation email drives direct online sign ups - ‘Welcome’ email drives important first engagement and bookings 60% open rate, almost 400 bookings - Confirmation email from Robbie Williams acquisition campaign 67% open rate
  • 61. Understand how it works with other channels... - We know that email doesn’t simply work in isolation - It works with other channels to instigate or seal bookings - This is why the ‘Welcome’ email is so important
  • 62. Understand how it works with other channels... -Work with social channels - Encourage sign ups via Facebook app - Trigger Welcome email
  • 63. More frequent? Too frequent? - We’ve increased our frequency to once a week for our active group - Increased segmentation vital – looking at venue, offers used, songs sung - Traffic from email up 100% year on year in January – engagement up to 9 minutes on site from 6 minutes year on year - At Christmas, we were too aggressive – too many conflicting offers confused customers – open rates slipping from 17% to 10%
  • 64. Acquisition of email address a crucial part of our plans... - Increased discount for people signing up – 92% increase in sign ups - Online competitions and partnerships – Robbie fans single launch gained us 7,000 new email addresses - Collaborative playlists for data capture - Photo gallery of their night at the bar – data capture to gain access
  • 65. More segmentation! - Follow up emails to offers and promotions not booked on first open - Trigger emails based on events – Quiz Night - Triggers based on artists clicked on - Follow up to specific competitions and promotions
  • 66. For 2013... - Even better, more complex segmentation for increased engagement! - Data integration with Campaign Commander to set up more trigger campaigns – timely and relevant - Complete customer lifecycle communications - More testing on frequency and send times - More testing generally!
  • 68. Closing remarks James Bunting, Managing Director, Communicator Corp
  • 69. Data protection 2013 Half day conference: Friday 8 February Find out how you can safeguard your business from the proposed EU data reforms Speakers include: Christopher Graham, Information Commissioner Dave Coplin, Chief Envisaging Officer, Microsoft Caroline Roberts, Director of Public Affairs, DMA Mathilde Fiquet, EU Legal Affairs Adviser, Fedma Please visit the registation desk to book and for more information. Or email eleanor.hibberd@dma.org.uk