1) The document discusses 21 challenges that marketers face when using email to power the customer experience. It addresses issues like getting internal buy-in, proving email's value, creating a seamless experience, understanding the right role for email, forgetting secret weapons, lack of marketing automation adoption, and knowing where to start. 2) It also provides tips on understanding customers by leveraging data from different channels, treating customers differently based on factors like age, joining customer touchpoints with email, and leveraging offline business strategies. 3) The document advocates for making customers feel special through rewards programs, extending experiences with reminders and useful information, and integrating email with apps to drive traffic.

1. Figaro Digital 21s
21 Challenges Today's
Marketers Face When
Powering The
Customer Experience
With Email
Josie Scotchmer
@josiescotchmer

2. uk.mailjet.com
Getting Internal Buy In01
72%of consumers say EMAIL is
their preferred channel
Marketing Sherpa, 2015
73%
Marketers rank EMAIL ROI
as ‘good’ or ‘excellent’
Econsultancy, 2016
3800%Average ROI from
email campaigns
DMA, 2015

3. uk.mailjet.com
Email is directly linked to 15%
of total revenue
Specialise in cookware and home
equipment
Email drives 70% of online traffic
02 Proving Email’s Value

4. uk.mailjet.com
Creating A Seamless Experience With Email03
Customers no longer distinguish
between real world and digital touchpoint
Physical Store
Mobile Commerce Ecommerce Store Offline Experience Direct Mail
Print Advertising
Email
Social Media

5. uk.mailjet.com
The role of email is changing.
Not just a tool to create online traffic…
… Email can drive offline traffic too.
04 The Right Role For Email

6. uk.mailjet.com
Forgetting Your Secret Weapons
4
05
From Name
Subject Line Pre-header
Call-To-Action

7. 06
Being
Responsive…
Design Mobile
First

8. uk.mailjet.com
Misconception of Marketing Automation07
32%
Budget won’t allow
for it
16%
Think it’s too
complex to
set up
46%
Unaware of the
benefits
Mailjet SMB Research, 2016

9. uk.mailjet.com
Lack of Automation Adoption08
32%
Communicate less
than once a week
37%Are wishing their
customers a
Happy Birthday
76%Agree Automation
would make a
difference
Mailjet SMB Research, 2016

10. uk.mailjet.com
Knowing Where To Start…09
… not all your customers are
exactly the same
Understand your customers preferences
and preferred interactions

11. uk.mailjet.com
How To Understand Your Customers
Use the data you have to understand your customers’ preferences
10
Collect data from each of
your channels and
touchpoints
Data is king!

12. uk.mailjet.com
Understanding What Your Consumers Want
Mailjet Consumer Research, 2016
11
43%
of consumers look for
real-time
notifications
65%
aren’t happy with the
relevance/timing
of emails
1 in 10
of us check our
emails at least
20 x per day

13. uk.mailjet.com
Treating Your Customers Differently
Mailjet Consumer Research, 2016
12
4
24%
Of under 30s are most
likely to convert on
a mobile device.
64%Of under 45s have
mobile email notifications
turned on
(on average).
27%Of over 55s feel
messaging is targeted
towards younger
generations.

14. uk.mailjet.com
Joining The Dots With Email13
Real-time notifications after
a customer leaves a store.
Automation helps you to reach
the right customer at the right time.

15. uk.mailjet.com
Leveraging Offline Businesses Strategies
Not just for offline experiences
14
App - Email - Website or Ecommerce Store
Email - Social - Web or Ecommerce Store

16. uk.mailjet.com
Making Your Customers Feel Special
GBK
App - Email - Offline Experience
Collect rewards on the app
Email notifications - with you next treat
Enhancing the overall experience
15

17. uk.mailjet.com
Extending The Experience…16
The Fork - A Trip Advisor Co.
Email - Offline Experience
Booking reminder with useful info

18. uk.mailjet.com
Integrating Email with Your App17
Lyst:
The world’s largest fashion store
Email - App Experience
Use Email to drive traffic

19. uk.mailjet.com
Leveraging The Power of Transactional Email18
8 xmore engagement than
other email types.
Experian
6 xmore revenue generated
from transactional email.
Experian

20. uk.mailjet.com
Never Miss An Opportunity19
Link to
In-store
POS
Create User
Generated
Content
Reward
Repeat
Customers

21. uk.mailjet.com 4
Let Your Customers Know It’s You20
1. Be relevant with your message.
2. Be consistent, your brand voice
should be recognisable.
3. Use email to build relationships
with your customers.

22. Finding The Right Partner To Power Your Email21
A team of experts
+ 110 employees globally
80% growth YoY
Global deliverability consulting
Email sending at scale
+ 1B emails a month
+40,000 clients
A rapid growth
#23 in Deloitte’s EMEA
Technology Fast 500
3185% growth over 4 years
A trusted technology
Email sending specialist
Marketing & transactional email
uk.mailjet.com

23. uk.mailjet.com

24. Thank You
www.mailjet.com
Josie Scotchmer
@josiescotchmer
jscotchmer@mailjet.com