This document discusses the current state of email marketing in the US. It provides statistics that show email is still the preferred method of communication for consumers across all age groups. However, marketers face challenges like information overload and keeping messages relevant. The document also outlines email marketing trends, such as increased mobile adoption and use of personalized and triggered automated campaigns. It concludes that integrating email with other channels in interactive campaigns can maximize impact.
4. Agenda
• Feedback from last week
• Interactive
• Weekly Takeaway
• Future Topics:
• Demystifying Email Metrics and Analytics
• Anatomy of a Great Email
• Engagement: Why It’s Vital to Your Email Health
• How Mobile-Local-Social Has Transformed Email
• How to get your Email Delivered
• SPAM and the CASL (Canadian Anti-Spam Law- effective July 1,
2014)
• Grow your Email List Like Wildfire
• Lifecycle Marketing for Email
• Better Email Through Automation
• Building a Cross Channel Marketing Program
5. Your Email Yogi
- 30 years experience in helping corporations grow sales, retain clients, and
improve profitability.
- Operates an eight year old email consultancy called
eMARKETINGWERX, INC. that specializes in creating compelling
strategies and tactics for successful email implementation.
- Expert user of multiple email platforms including Blue Hornet and
ExactTarget Platform - certified reseller partner as well.
- Past clients include Robbins Brothers, Juicy Couture, Kate Spade,
Tourism Fiji,TripIT, PGE, Singapore Airlines,Vail Resorts, Toyota,
Pharmca, Four Seasons ,Hilton and multiple interactive agencies.
- Former Director of Business Development for ExactTarget Email Solutions
.Former Agency Strategist for Blue Hornet.
- Co-founded successful ten year old Los Angeles interactive marketing
agency Comchoice – now called Zoo Entertainment.
- Graduate of the University of Minnesota.
- Speaker at multiple trade shows and business schools by invitation on the
subject of Interactive Marketing and Permission Email Strategies.
- Past President Direct Marketing Association of Southern California
- Past Vice President Association of Professional Consultants
Christopher Barnes
eMarketingwerx, Inc.
Ph: 310-686-2314
Email:
cbarnes@emarketin
gwerx.com
Twitter: @larainmkr
6. Quick Take aways –From Series 1
Email can be a critical connection point
with your customers and prospects.
Respect your subscribers.
People want relevant messages from
you.
Seek to understand your customer’s
journey.
Be obsessed with the quality of your
customer data and use it wisely.
7. What Role Should Email Play?
The retail customer’s lifecycle:
Acquire, Onboard, Engage, Retain, & Winback
8. What else can email do?
• Update
• Remind
• Nurture
• Retain
• Simplify
• Listen
Oh that’s right – SELL too.
10. Today’s Digital Buyer:
Current State of Email
Marketing in the US
Tech savvy
• Brand sophisticated
• Expects a lot - inform and entertain me
• Fickle
11. Buyers are more empowered
Know how to opt out
Have higher expectations
23. Quick Stats
According to new research:
• Email is the still the customer preference.
77% of consumers reported that they prefer to receive
permission-based marketing communications through email –
and email was the number one source for all age groups
including 15-24!
(Source: Waldow Social)
25. Our Challenges
• The Economics of Attention: Information abundance and
attention scarcity = tough to get buyer attention
• Opt-Out, Screen Out, Tune Out: Consumers don’t want to
feel they are being marketed to, and will find ways to tune out
unwanted communications
• The Cross-Channel Marketing Revolution: email can no
longer be a standalone channel
• Imprecise Metrics: Imprecise metrics that don’t show true
impact
26. Misses
• Customer data hygiene: 80% of retail brands collect email
via (POS) system entered by a sales associate, - high
potential for error.
• Personalization: The majority of marketers ask customers
for data, but then don’t use it to personalize their emails.
70% of brands are not personalizing emails sent to
subscribers.
• Customer preferences: 60% of marketers do not give
customers the option to select the types of emails they
want to receive, only 30 % of marketers let their customers
decide how often they want to be mailed.
Experian Marketing Services 12-2013
27.
28. Growing Trends
• Popup windows: 45% of marketers use pop-up windows
on their Website to collect email addresses. This number
more than doubled from lastyear (a 107%^).
• Responsive design: Optimal experience to mobile
customers - use of responsive design more than doubled
from the previous year.
• Social influence and brand advocacy is UP! Promoting with
Pinterest has the biggest increase, followed by Instagram,
which is now being promoted by 39 percent of brands
surveyed.
Experian Marketing Services 12-2013
29. Tactics to implement
• Activity segmentation: 83% segment their email campaign
audiences by past activity data, such as open and click
activity.
• E-receipts: Those with up-sell and cross-sell features have
the highest click and transaction rates.
• Real-time triggering: Second abandon cart reminders
garner an average 54 percent lift compared to just sending
one abandon cart message, while browse emails that are
based on products or categories a customer has surfed
achieve a 3.4x increase in revenue compared to other
promotional mailings.
Experian Marketing Services 12-2013
30. Tactics to implement
• Reactivation: Confirmed opt-in mailings have 3.3 times
higher click rates than other reactivation emails.
• Customer loyalty: Brand loyalist click significantly more on
surveys, review requests and “follow us” links for social
websites, than non brand-loyalists..
Experian Marketing Services 12-2013
31.
32.
33.
34.
35. Forty million photos are uploaded to Instagram every day.
The State of Social Sharing in 2013, WebHostingBuzz
45. Bright Ideas
Email united with other marketing channels – like video
and social media = highly interactive and memorable
campaign.
By pulling in the latest photos that used the
#DreamingInBlue hashtag, 7 For All Mankind made their
fans part of the email experience.
320% INCREASE IN FOLLOWERS
http://view.os-email.
com/?j=fec61571716c0278&m=fe9912727561017e74&ls=fe551373706d0c7e7412
&l=ff951678&s=fe5b157675610d797d17&jb=ff61167770&ju=fe9216787665067b72&&s
mtrctid=16059483&utm_source=promo&utm_medium=email&utm_campaign
=03052014_Dreaming_in_Blue&CID=em_03052014_Dreaming_in_Blue&&&&r=0&r=0
46. Bright Ideas
Lilly Pulitzer created an email that adapted
to each recipient’s current time and device
at the moment of open.
The ‘click-to-call’ functionality for mobile
device users was an effective way to
maximize cross-channel sales.
50. Current State of Email Marketing in the US?
- Educational Series #2-
Christopher Barnes
eMarketingwerx, Inc.
Ph: 310-686-2314
Email: cbarnes@emarketingwerx.com
Twitter: @larainmkr
Let’s reveal and close the gaps in our current email marketing efforts. ---
Authentic journeys that exemplify your customer’s Experience--
Editor's Notes
Blow whistle – wear hat welcome people
never bore or, worse, irritate her. And she’s fickle — if you don’t keep communications interesting, she’ll opt out lickety-split
While actively asking for customers’ preferences is a step in the right
direction, it is also important for brands to monitor and record how customers
are interacting on websites, via email, and on mobile devices, and ensure
they are sending relevant and engaging messages based on that information.
Marketers
should continue to find and improve upon customer data collection and hygiene
methods to avoid the negative impacts of inaccurate data on email deliverability
and overall effectiveness of marketing campaigns.
Remember that your customers are
offering you access to this personal information and expect you to use it to send
more targeted, relevant and personalized messages to them.
While 71 percent of brands market in the mobile channel, the majority are not
optimizing the potential to connect and engage with their customers through a
range of different mobile marketing tactics. This is often the case for how brands
are interacting in other channels as well, email included. Marketers need to not
only be present in the various marketing channels available, but really start to
engage with every customer touch-point and continuously learn more about their
customer behaviors and preferences through each channel.
Puma® sends emails to customers promoting interaction with the brand on
Instagram. By incorporating eye-catching Instagram photos in the body of the
email and a call to action to send photos of its “brand new, best selling #Mobium
running shoes” to its Instagram handle, Puma® entices customers to spread
awareness of its new product through organic brand advocacy.
International fashion brand best known for its premium denim jeans, popularly referred to as “Sevens.” This email tied into the company’s current broader marketing initiative around the spring line of denim, “Dreaming in Blue,” and used video and a real-time Instagram feed to create an eye-catching email experience.
Typically, our Instagram followers increase by about 40 or so each day. In just the two-day period after this email campaign was launched, we gained 335 new Instagram followers, so our average daily increase in followers grew 320% immediately following the launch of this email.
Restate topic
What I will offer – encourage feedback two way communication
Why I am here my history and past