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![Email is Still Very Relevant
In the Interactive Marketing Forecast for 2011-2016,
Forrester dubbed email marketing “the workhorse of
[the] interactive mix.”
Email is the glue that holds multi-channel
marketing together while providing measurable
campaign ROI.
Yesmail Confidential 48](https://image.slidesharecdn.com/multi-channelengagement-redefine-boostitthroughemail-120625121219-phpapp01/85/Multi-channel-engagement-redefine-boost-it-through-email-48-320.jpg)
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Multi channel engagement-redefine -boost it through email
The document provides insights from analyzing the digital marketing campaigns of 20 leading retail brands over a three month period. It finds that: 1) Campaigns deployed on Tuesdays and using photo content received the highest Facebook engagement. Video was also promising but underutilized. Engagement increased when campaigns were accompanied by emails. 2) Twitter engagement peaked on Tuesdays-Thursdays. Early morning and deploying fewer than twice daily maximized engagement. Engagement also increased with accompanying emails. 3) YouTube saw inconsistent adoption but campaigns averaged 3.5 per brand per month. The analysis aims to help marketers optimize their digital campaigns and drive customer engagement across channels using competitive intelligence.
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Multi channel engagement-redefine -boost it through email
- 1. Multi-Channel Engagement: Redefine and BoostIt through Email Presented by Jason Warnock, VP, Market Intelligence & Measurement Yesmail Interactive June 21, 2012
- 2. “Go in andcheck your competition. Check everyone who is your competition. And don’t look for the bad. Look for the good. …everyone is doing something right." Sam Walton / Founder & First CEO Yesmail Confidential 2
- 3. Essential Digital CampaignComponents Deployment Day / Time Competitive Title & Digital Content Channel Intelligence can optimize all key Competitive components for Digital Campaigns Intelligence Type Deployment (specific to Facebook) Frequency Definition of Engagement Yesmail Confidential 3
- 4. In Today’s Presentation,We Will: From a Marketer’s Perspective: • Learn how to leverage competitive and market intelligence to improve existing digital campaigns • Develop insights to optimize your digital campaigns and drive customer engagement • Understand how email marketing drives social channel engagement Yesmail Confidential 4
- 5. The Need forDigital Competitive Intelligence
- 6. The Need forDigital Competitive Intelligence Most brands know it is critical to see all of your competitors’ promotions, offers, special deals and events for each digital channel Yesmail Confidential 6
- 7. The Need forDigital Competitive Intelligence • What were the most engaging (and alternatively, most utilized) day of week, time of day, campaign format, campaign frequency, and content types • Learn the frequency of campaign deployment across all tracked digital channels • How to use the positive correlation between email marketing and social channel engagement to develop and execute successful multi-channel marketing plan Yesmail Confidential 7
- 8. Using Digital Market Intelligenceto Drive Multi- Channel Success
- 9. Who We Analyzed The20 leading retail brands with core demographic ages 18 to 35 Yesmail Confidential 9
- 10. How is DigitalEngagement Measured Traditionally, engagement was measured by response volume via the following: Campaign “Likes” and Comments Campaign Retweets Campaign Views, Comments, Ratings No Relationship Between Email Deployment and Social Channel Engagement Was Identified But how do we compare volume-based to actual engagement? Yesmail Confidential 10
- 11. Volume-Based Engagement vs.Actual Engagement • Brand A: 1,000,000 “Likes” (subscribers) – Digital Campaign generates 25 “likes” and 55 comments – Volume Based Engagement score is 80 Example • Brand B: 100,000 “Likes” (subscribers) – Digital campaign generates 20 “Likes” and 40 comments – Volume Based Engagement score is 60 Yesmail Interactive developed a way to control for follower base and thus give each campaign a meaningful engagement score. Yesmail Confidential 11
- 12. Average Volume-Based EngagementOver the Three- Month Period 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Ralph Lauren 1. H&M 2. Aeropostale 3. Average Facebook Abercrombie & Fitch 4. Engagement Over Guess 5. the Tracked Period Forever 21 6. American Eagle 7. Diesel 8. Ann Taylor 9. Urban Outfitters 10. Old Navy 11. Express 12. Banana Republic 13. Gap 14. Tommy Hilfiger 15. Eddie Bauer The Limited 16. ranks 20th in J Crew 17. volume-based American Apparel 18. Kenneth Cole 19. engagement Eddie Bauer 20. Growing your fan base is essential for expanding your brand’s reach and popularity. BUT…Volume alone does not translate into true engagement. Yesmail Confidential 12
- 13. Average Actual EngagementOver the Three Month Period By controlling for brand size and number of followers, we get a completely different ranking that is based on the actual customer engagement achieved by each brand. 0 20 40 60 80 100 120 140 Ann Taylor 1. The Limited 2. Average Facebook Eddie Bauer 3. EngagementOver Ralph Lauren 4. the Tracked Period Banana Republic 5. Urban Outfitters 6. Guess 7. Eddie Bauer DIESEL 8. Kenneth Cole 9. ranks 3rd in J Crew 10. actual H&M 11. engagement Express Inc 12. Abercrombie &… Aeropostale 14. American Apparel… Gap 16. Old Navy 17. Forever 21 18. American Eagle 19. Tommy Hilfiger 20. Yesmail Confidential 13
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- 15. Facebook Trends Overthe Three Month Period Brand Campaign Volume Average Brand True Engagement 950 42 900 41 850 40 800 39 750 38 700 37 650 36 600 35 550 34 500 33 450 32 Month 1 Month 2 Month 3 Month 1 Month 2 Month 3 • In terms of Campaign Volume Brands are increasingly utilizing Facebook for Digital Marketing • Most of our top 20 Brands are also seeing a significant spike in Engagement • Mid to Large Retailers should definitely emphasize Facebook Note: Chart is for top 20 brands; not for Facebook as a whole Yesmail Confidential 15
- 16. Day of theWeek Trends Over a Three Month Period Campaign Deployment Volume Campaign Engagement 450 50 400 45 350 40 35 300 30 250 25 200 20 150 15 100 10 50 5 0 0 Sun Mon Tue Wed Thu Fri Sat Sun Mon Tues Wed Thu Fri Sat • Over the three month period, the most popular deployment day was Friday • Campaigns deployed on Tuesday garnered highest engagement even though Tuesday ranked 4th in terms of number of campaigns deployed over the three month period • Saturday is an interesting phenomenon, it had the highest engagement rate for campaigns deployed in January and the second lowest engagement rate for the remainder of the period Yesmail Confidential 16 .
- 17. Time of DayTrends Over the Three Month Period • Campaigns deployed between 10pm and However, based 12am ET were an engagement goldmine on volume, this is the least utilized timeslot. • The most popular time of day to deploy campaigns is between 11am - 1pm ET Oddly enough, this timeslot is in the bottom 30% when it comes to customer engagement Yesmail Confidential 17
- 18. Campaign Deployment FrequencyTrends • The 5 most engaging brands deployed between 20 and 32 campaigns per month • While the five least engaging brands averaged 54 campaigns per month Yesmail Confidential 18
- 19. Content Trends Overthe Three Month Period Photo content is the most engaging content type • This can be attributed to Engagement Based on Content Type the fact that it’s easy to 70 share, quick to browse 60 through, and entails limited time investment 50 Link 40 Photo • It comprises 43% of all Status deployed Facebook 30 SWF Video campaigns 20 10 0 Month 1 Month 2 Month 3 Yesmail Confidential 19
- 20. Content Trends Overa Three Month Period Engagement Based on Content Type The most promising 70 Facebook format is video, as evidenced by 60 its consistent and rapid 50 growth 40 Link Photo Status 30 SWF Curiously, video is the Video 20 preferred format in only 10 6.5% of campaigns 0 Month 1 Month 2 Month 3 Yesmail Confidential 20
- 21. Content Trends Overthe Three Month Period Declining Engagement Content: Status Updates Engagement Based on Content Type Posts Containing Links 70 60 • Vague and uninformative status 50 updates. • Customers’ growing reluctance to 40 Link Photo follow a link leading away from Status the site they’re on 30 SWF • A little disturbing -- link and Video 20 status updates comprise 50% of all deployed Facebook 10 campaigns in the period 0 Month 1 Month 2 Month 3 Yesmail Confidential 21
- 22. Content Trends Overa Three Month Period 73% of the most engaging posts, in all three months we tracked, belong to either Ann Taylor or The Limited Yesmail Confidential 22
- 23. Content Trends Overa Three Month Period • Campaigns actually identifying a desired customer behavior • Campaigns provide an incentive for performing an action • Campaigns empower the customer by explicitly putting them in charge Yesmail Confidential 23
- 24. Content Continues ToBe King! • Put the Customer in Charge • Put the Customer in Charge • Identify Desired Behavior • Identify Desired Behavior • Incentivize Yesmail Confidential 24
- 25. Impact of Emailon Facebook Engagement
- 26. Boosting Facebook CampaignEngagement Through Email Marketing How a Corresponding Email Campaigns Can Boost Facebook Facebook campaign Campaign engagement grows 70 roughly by 50% when one 60 email is deployed in the 50 same timeframe and by roughly 100% when two 40 emails are deployed. 30 20 10 Average Facebook Engagement 0 0 emails 1 email 2 emails Yesmail Confidential 26
- 27. Facebook Competitive InsightsSummary • Ensure my brand is actively using Facebook as it’s seeing rapid growth and adoption from my competitors. • Save my best Facebook content for Tuesday and it will see the highest engagement. • Try deploying campaigns between 10pm – 12am as it’s least utilized by my competition and generates the highest level of engagement. • Deploy no more than 1 campaign per day for maximum engagement. Yesmail Confidential 27
- 28. Facebook Competitive InsightsSummary • Ensure a healthy portion of my content includes a photo as it receives the highest engagement from consumers. Also experiment with video as it’s a strong content performer. • Ensure my content conveys clear purpose, desired customer behavior, and reward for best engagement. Try experimenting with Photo / Link variations. • Facebook campaign engagement grows when an email campaign is previously deployed Yesmail Confidential 28
- 29.
- 30. Twitter Trends Overthe Three Month Period Twitter Campaign Volume Over the Tracked Twitter Campaign Engagement Over the Period Tracked Period 1,800 12 1,700 11 1,600 10 1,500 9 1,400 8 1,300 1,200 7 1,100 6 Month 1 Month 2 Month 3 Month 1 Month 2 Month 3 • Month 2 = Twitter Bonanza: Our 20 brands had about 1700 campaigns in Month 2 revolving around special events such as Oscars, Grammys, Valentine’s Day, Super Bowl, etc. These campaigns did very well in terms of Engagement, but not as well as in March. • Month 3 = Less is More: Though there was a drastic dip in campaign volume (1700 versus 1150), the actual engagement score was higher in March. • As with Facebook, brands should definitely focus on Twitter as a viable marketing channel Yesmail Confidential 30
- 31. Day of theWeek Trends Over the Three Month Period Twitter Campaign Volume Twitter Campaign Engagement 900 14 800 12 700 10 600 500 8 400 6 300 4 200 2 100 0 0 Sunday Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat • 20% of all Twitter campaigns are deployed on Fridays • However, Friday garners the absolute lowest engagement • In terms of engagement, Tuesday, Wednesday and Thursday are consistently performing at the top level Yesmail Confidential 31
- 32. Time of DayTrends Over the Three Month Period Over each month in this three month period, Twitter campaigns were deployed almost exclusively during traditional work hours: 9am – 7pm ET. Month 1 • Only 30% of the timeslots (hours) that receive the most engagement are between 9am – 7pm Month 2 • In fact, 5am – 6am ET and 7am – 8am ET are the most engaging times over this three month period • The trends specified above leave a clearly defined opportunity for brands to try out Month 3 new tactics, hours of deployment and frequency of deployment in order to better engage their audience Yesmail Confidential 32
- 33. Campaign Deployment Frequency •The five most engaging brands deployed between 45 and 70 campaigns per month • While the five least engaging brands averaged between 95 and 115 campaigns per month Yesmail Confidential 33
- 34. Content Trends Overthe Three Month Period Trends for the top 10% of the most engaging brand campaigns over the three month period: • Campaigns communicate purpose by identifying desired customer behavior • Campaigns provide an incentive • Campaigns empower the customer by explicitly putting them in charge It’s interesting to • Add a celebrity mention to the campaign note there are overlapping trends • Insert a famous or a celebrity quote across multiple social channels Yesmail Confidential 34
- 35. Content Trends Overthe Three Month Period Put the Customer in Charge Incentivize Identify Desired Behavior Quote Celebrity Put the Customer in Charge Incentivize Identify Desired Behavior Yesmail Confidential 35
- 36. Impact of Emailon Twitter Engagement
- 37. Boosting Campaign EngagementThrough Email Marketing How a Corresponding Email Campaign Can Boost Average Twitter Campaign Engagement 14 • Engagement is over 25% 12 higher when one email is sent out on the same day as a 10 Twitter campaign 8 • Engagement is over 40% higher when two emails are 6 Average Twitter Campaign sent out on the same day as a Engagement 4 Twitter campaign 2 0 0 emails 1 email 2 emails Yesmail Confidential 37
- 38. Twitter Competitive InsightsSummary • Ensure my brand is actively using Twitter as it’s seeing rapid growth and adoption from my competitors and consumers. • Save my best Twitter content for Tuesday, Wednesday, and Thursday it will see the highest engagement. • Deploy my tweets between 5-6am and 7-8am for maximum engagement. • Tweet no more than twice a day for maximum engagement. • Twitter campaign engagement grows when an email campaign is previously deployed. Yesmail Confidential 38
- 39.
- 40. YouTube Trends Overthe Three Month Period YouTube Campaign Volume Over the YouTube Campaign Engagement Over the Tracked Period 80 Tracked Period 1.8 75 1.6 70 1.4 65 1.2 60 1.0 55 50 0.8 45 0.6 40 0.4 35 0.2 30 0.0 Month 1 Month 2 Month 3 Month 1 Month 2 Month 3 YouTube is, by far, the most interesting channel because of its seemingly inconsistent adoption by brands: • 15% of tracked brands do not have a YouTube channel • Only 35% of the brands that do have a YouTube channel deployed campaigns each month • 20% only deployed campaigns in 1 of the 3 months tracked • The average number of campaigns per month per marketer is 3.5 and roughly 1 per week. Yesmail Confidential 40
- 41. Day of theWeek Trends Over the Three Month Period YouTube Campaign Volume YouTube Campaign Engagement 45 1.4 40 1.2 35 30 1.0 25 0.8 20 0.6 15 0.4 10 0.2 5 0 0.0 • Monday is the most engaging day for YouTube, however Monday is lagging in the bottom three of least utilized deployment days • In terms of most utilized deployment days, Friday and Thursday are the favorites • As with the other social channels, the weekend continues to be the least utilized time of the week for campaign deployment with barely 8% of campaigns going out on Saturday and Sunday combined Yesmail Confidential 41
- 42. Time of DayTrends Over the Three Month Period • 68% of YouTube campaigns were deployed between 11am – 7pm ET • Only 10 out of the 24 timeslots were utilized for campaign deployment in each of the 3 tracked months YouTube has the potential to drive incredible customer • Least popular deployment timeslot across the engagement due to its viral three month period was 8pm – 2am ET nature, but it has to be supported by other • Interestingly, the 2am – 3am ET timeslot channels in order for it to achieved the highest engagement reach its potential with the marketing industry • The 6am – 7am ET timeslot comes in 2nd in terms of engagement, although it ranks last for campaign deployment Yesmail Confidential 42
- 43. Video Duration TrendsOver the Three Month Period Based on the 10% most engaging YouTube campaigns over the three month tracked period, we came to the following findings: • 33% of the top performing campaigns Video Length Distribution Based on are between 16-31 seconds Campaign Count • 28% are between 60-90 seconds 15% 11% • 17% are between 120-180 seconds 16% 24% • 11% are over 180 seconds • Interestingly, the 90-120 second 13% segment is not represented in the 21% 10% most engaging campaigns 1-30 secs 30-60 secs 60-90 secs 90-120 secs 120-180 secs over 180 secs Yesmail Confidential 43
- 44. Content Trends Overthe Three Month Period Interestingly, even with the entirely different nature of YouTube, we found some striking similarities between content strategy for Twitter and Facebook, and content strategy for YouTube. • Celebrity guest stars rack up impressive engagement • Professionally shot commercials promote high number of views • Incentivized and identified behavior, like posting user-generated content for a prize, is still a great engagement factor • Like with Twitter, sometimes it pays off being a little vague to pique the interest of your audience Yesmail Confidential 44
- 45. Content Trends Overthe Three Month Period Celebrity Official Commercial Yesmail Confidential 45
- 46. Content Trends Overthe Three Month Period Celebrity Official Commercial Incentivize Put the Customer in Charge Identify Desired Behavior Yesmail Confidential 46
- 47.
- 48. Email is StillVery Relevant In the Interactive Marketing Forecast for 2011-2016, Forrester dubbed email marketing “the workhorse of [the] interactive mix.” Email is the glue that holds multi-channel marketing together while providing measurable campaign ROI. Yesmail Confidential 48
- 49. Email is StillVery Relevant • Real Time • One to One • Can be tracked in multiple ways • ROI is tremendous • Oh yeah…and we JUST identified a positive correlation between email and social channel engagement Yesmail Confidential 49
- 50. Email Trends Overthe Three Month Period Email is holding a steady position with deployments having a minimal fluctuation of 1% to 3% over the three month tracked period. Email Campaign Volume Jan-March 2012 As we showed in the individual 360 channel break-down, we can 340 now link email to customers’ 320 social engagement with your 300 brand. If brands want to increase social engagement, 280 they need to develop a multi- 260 channel marketing strategy 240 that incorporates coordinated 220 email and social campaign 200 deployments that transcend Month 1 Month 2 Month 3 digital channels. Yesmail Confidential 50
- 51. Deployment Trends Overthe Three Month Period Number of Email Campaigns Deployed per Weekday • 35% of all email campaigns are 200 deployed on Monday or Friday with 180 those being the top 2 deployment 160 days over the three month period. 140 120 • Only 20% of campaigns are sent 100 over the weekend, which can be 80 perceived as an area of opportunity 60 for brands 40 • Monday is the most consistently 20 used day for email deployments 0 Yesmail Confidential 51
- 52. Deployment Trends Overthe Three Month Period Number of Email Campaigns Deployed per Weekday An interesting opportunity for 200 brands would be deploying email in 180 the early morning hours on 160 weekends so their message is at 140 the top of the inbox when 120 customers wake up on the 100 weekend. 80 60 40 Since this is when most shopping 20 is typically done, this approach 0 may prove successful in promoting weekend shopping. Yesmail Confidential 52
- 53. Time of DayTrends Over the Three Month Period In contrast to the social channels, the preferred times for email deployment favor early mornings: • The 6am – 10am ET timeslot is most popular for email, with 43% of campaigns being deployed during that interval • Another interesting contrast is the least popular timeslot for email deployment 6pm – 10pm. While this time is generally popular with social campaign deployment, it comprises a mere 3% of email deployment • Recalling our earlier analysis regarding Social Campaigns having better Engagement when tied to email, Marketers should look at using time of day to cross promote over the email and social channels Yesmail Confidential 53
- 54. Conclusion Competitive intelligence isessential for developing engaging digital campaigns in the following ways: • It provides a complete picture of the competitive and industry landscape and allows marketers to gauge competitive campaign effectiveness on multiple levels and across multiple channels • Marketers can adjust their deployment and content strategy based on insights drawn from their competitors’ lucrative campaigns • Measure engagement for each social media channel alongside email to evaluate how your email marketing efforts drive your social channel engagement Yesmail Confidential 54
- 55. Download the full Request a demo of report & get all Yesmail Market insights HERE! Intelligence HERE! Jason Warnock VP, Market Intelligence & Measurement Yesmail Interactive jason.warnock@yesmail.com www.yesmail.com 1-877-YESMAIL
- 56.