Email Marketing: Find Out How It's Working for Europe

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This webinar summarized key findings from the first pan-European email marketing benchmark report published by the Federation of European Direct and Interactive Marketing (FEDMA) in 2010. Some of the main trends highlighted included that email marketing is growing and replacing traditional advertising, personalization is still lagging, and compliance with privacy laws is becoming more important. The webinar provided recommendations such as improving testing, documentation, and deliverability to help email marketers improve programs. Next steps discussed distributing the full report and reviewing programs to identify improvement opportunities.

Technology Business

Alterian Webinar

Introduction

by Alastair Tempest,
Director General,
Federation of European Direct
and Interactive Marketing
g

Federation of European Direct
and Interactive Marketing

PROMOTE PROTECT INFORM

2

3

Sponsors
Main Sponsor:
www.alterian.com
www alterian com
www.alterian.com
Other Sponsors:

www.telefaction.com
www.par.se www.fokusintegrated.com

www.opt-4.co.uk www.mardev.com
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3

Legal Issues

Increasingly complex
Wide variations in national laws
EU promising to revise its Directive
But will this help?
Key issues
y
What is opt in / consent?
Which national laws apply
Transparency (purpose) and updating
T ( ) d d ti

4

Next S
N Steps

Preparing the 2nd edition for 2011.
Getting national associations to develop
their responses.
Identifying best practices from the results.
y g p

5

Email Marketing:
How It's Working for Europe
A summary of the 2010 FEDMA Pan-European Survey

Ivan Chalif
Director of Product Marketing

@ivanchalif
ivan.chalif@alterian.com

THE 1ST PAN EUROPEAN
EMAIL MARKETING
BENCHMARK REPORT

Agenda

1. Summary Facts

2. Trends

3. Ideas and Suggestions

4. Next Steps

Summary Facts

• The FIRST, but not the
Final!

– Independent

– 16 Countries

– 75 Email Providers

– 464 End users

Summary Facts

• It’s all about Growth

Email marketing is gaining a greater share of
the marketing wallet at the expense of traditional
advertising and offline media

Trends

• Email practitioner experience is generally low

Trends

• Personalization (and segmentation) are still lagging

Trends

• Inbox placement issues are plaguing European mailers
and are now a differentiator for email marketers

Trends

• Email marketing is still identified as strategically important

Trends

• Revised privacy laws in the UK and EU are spurring efforts
for email marketers to keep up with compliance

Ideas & Recommendations

• Testing

– 33% to 58% of email
marketers are NOT testing

– Test more rigorously and
beyond just subject lines,
sender name, time of day
and week, and spam filter
scoring

Source: Email Marketing Industry Census 2010 by Econsultancy.

Ideas & Recommendations

• Program Documentation

Document Plan for
processes overlap

Identify
what has
worked/not
worked in Map out the
the past future

Ideas & Recommendations

• Deliverability Resolution

– List quality

– List hygiene

– Reputation

If you don’t already have it,
get access to deliverability
specialists, NOW!

Ideas & Recommendations

• Win-back Email Campaigns

– The majority of companies do
not use email marketing for
win-back campaigns following
the loss of customers

– 25% of all win-back campaigns
have CTR between 10%-12%

– Email win-back campaigns
have garnered conversion to
sale or action of between 2%
and 5%

Ideas & Recommendations

• Transactional email

Traditional “welcome”
email to new subscribers

Opportunity to return to
the website for additional
benefit

Recap

1. Email Marketing is on a
GROWTH trajectory

Recap

1. Email Marketing is on a
GROWTH trajectory

2. Many factors affect
success for email
programs

Recap

1. Email Marketing is on a
GROWTH trajectory

2. Many factors affect
success for email
programs

3. A plan for the future

Next Steps

1. Request a copy of the full FEDMA survey report
[http://www.alterian.com/resource-links/campaigns/2010campaigns/FEDMAreport]

2. Review your email marketing programs and determine
how, when, and where you can make improvements

3. Review country-specific privacy requirements and
insure that your programs are in compliance

4. Engage with your sender (or find one that can meet
your needs) if you need guidance or capabilities beyond
what you currently have

Email Marketing:
How It's Working for Europe
A summary of the 2010 FEDMA Pan-European Survey

Alistair Tempest Ivan Chalif
Director General, FEDMA Director of Product Marketing

atempest@fedma.org @ivanchalif
ivan.chalif@alterian.com

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1. Alterian Webinar Introduction by Alastair Tempest, Director General, Federation of European Direct and Interactive Marketing g

2. Federation of European Direct and Interactive Marketing PROMOTE PROTECT INFORM 2

3. 3 Sponsors Main Sponsor: www.alterian.com www alterian com www.alterian.com Other Sponsors: www.telefaction.com www.par.se www.fokusintegrated.com www.opt-4.co.uk www.mardev.com d 3

4. Legal Issues Increasingly complex Wide variations in national laws EU promising to revise its Directive But will this help? Key issues y What is opt in / consent? Which national laws apply Transparency (purpose) and updating T ( ) d d ti 4

5. Next S N Steps Preparing the 2nd edition for 2011. Getting national associations to develop their responses. Identifying best practices from the results. y g p 5

6. Email Marketing: How It's Working for Europe A summary of the 2010 FEDMA Pan-European Survey Ivan Chalif Director of Product Marketing @ivanchalif ivan.chalif@alterian.com

7. THE 1ST PAN EUROPEAN EMAIL MARKETING BENCHMARK REPORT

8. Agenda 1. Summary Facts 2. Trends 3. Ideas and Suggestions 4. Next Steps

9. Let’s Take a Look at the Results

10. SUMMARY FACTS

11. Summary Facts • The FIRST, but not the Final! – Independent – 16 Countries – 75 Email Providers – 464 End users

12. Summary Facts • It’s all about Growth Email marketing is gaining a greater share of the marketing wallet at the expense of traditional advertising and offline media

13. TRENDS

14. Trends • Primarily B2B marketing

15. Trends • Email practitioner experience is generally low

16. Trends • Personalization (and segmentation) are still lagging

17. Trends • Inbox placement issues are plaguing European mailers and are now a differentiator for email marketers

18. Trends • Email marketing is still identified as strategically important

19. Trends • Revised privacy laws in the UK and EU are spurring efforts for email marketers to keep up with compliance

20. IDEAS & RECOMMENDATIONS

21. Ideas & Recommendations • Privacy

22. Ideas & Recommendations • Privacy

23. Ideas & Recommendations • Testing – 33% to 58% of email marketers are NOT testing – Test more rigorously and beyond just subject lines, sender name, time of day and week, and spam filter scoring Source: Email Marketing Industry Census 2010 by Econsultancy.

24. Ideas & Recommendations • Program Documentation Document Plan for processes overlap Identify what has worked/not worked in Map out the the past future

25. Ideas & Recommendations • Program Documentation Document Plan for processes overlap Identify what has worked/not worked in Map out the the past future

26. Ideas & Recommendations • Deliverability Resolution – List quality – List hygiene – Reputation If you don’t already have it, get access to deliverability specialists, NOW!

27. Ideas & Recommendations • Win-back Email Campaigns – The majority of companies do not use email marketing for win-back campaigns following the loss of customers – 25% of all win-back campaigns have CTR between 10%-12% – Email win-back campaigns have garnered conversion to sale or action of between 2% and 5%

28. Ideas & Recommendations • Transactional email Traditional “welcome” email to new subscribers Opportunity to return to the website for additional benefit

29. RECAP

30. Recap 1. Email Marketing is on a GROWTH trajectory

31. Recap 1. Email Marketing is on a GROWTH trajectory 2. Many factors affect success for email programs

32. Recap 1. Email Marketing is on a GROWTH trajectory 2. Many factors affect success for email programs 3. A plan for the future

33. NEXT STEPS

34. Next Steps 1. Request a copy of the full FEDMA survey report [http://www.alterian.com/resource-links/campaigns/2010campaigns/FEDMAreport] 2. Review your email marketing programs and determine how, when, and where you can make improvements 3. Review country-specific privacy requirements and insure that your programs are in compliance 4. Engage with your sender (or find one that can meet your needs) if you need guidance or capabilities beyond what you currently have

35. Q&A

36. Email Marketing: How It's Working for Europe A summary of the 2010 FEDMA Pan-European Survey Alistair Tempest Ivan Chalif Director General, FEDMA Director of Product Marketing atempest@fedma.org @ivanchalif ivan.chalif@alterian.com

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