The document discusses strategies for improving email marketing through better data integration and focusing on the customer journey. It recommends segmenting audiences, testing messages, personalizing content, and optimizing campaigns. Integrating data across channels is important to synchronize communications and understand the full customer experience. Barriers to data integration include budget, technology, talent, and culture. The top priorities for marketers are better understanding audiences, cross-channel marketing, and integrating online and offline efforts using more sophisticated technology and customer insights. Overall it advocates using data to connect marketing touchpoints and focus on the end-to-end customer experience rather than individual channels like email.

1. NEXT LEVEL
EMAIL
Nick Barthram
Principal Digital Planner

2. email is…

3. email is…
dying?

4. email is…
all-powerful

5. THE ‘MUST HAVES’
Segmentation
Testing
Personalisation
Optimisation
73%
31%
25%
22%BASIC ADVANCED
Source: eConsultancy, various
26%

6. engagement
integration

7. engagement
integration

8. emotionally
unsubscribed

9. FINANCE CUSTOMER JOURNEY
Source: Think with Google, http://bit.ly/1wixA5p

10. FINANCE CUSTOMER JOURNEY:
EMAIL
Source: Think with Google, http://bit.ly/1wixA5p
Hard-
sell
Disrupt
Be useful
(and sell)

11. Source: http://www.testdriveaudiicc.com/echo/

13. FINANCE CUSTOMER JOURNEY:
EMAIL
Source: Think with Google, http://bit.ly/1wixA5p
Hard-
sell
Disrupt
Be useful
(and sell)

18. insider
outsider
information

19. engagement
Sales should be a minority of your
overall email strategy
Start conversations with disruptive
messages
Be genuinely useful and take the
message to people

20. engagement
integration

21. TYPICAL LARGE FS ORGANISATION
Brand
Business
unit #1
Business
unit #2
Business
unit #3
Business
unit #4
Data
Comms
Strategy
email
direct mail
press
TV
display

22. FINANCE CUSTOMER JOURNEY
Source: Think with Google, http://bit.ly/1wixA5p

23. STEPS TO SYNCHRONICITY
1. Synchronise all email
deployment
2. Synchronise all channel
deployment
3. Think and work with ‘customer
journeys’ not channels
4. Build behaviour into your
journeys (triggered comms)
Analyseandtest

24. WHERE DO YOU SIT?
25%
35%
16%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Channels isolated Try to integrate
messages but poor
data intergation
curbs our effort
Integrate but do
not take into
account customer
context
Integrate customer
data and
contextual data
Source: The Road To Cross-Channel Maturiy, Forrester

25. data creates
connections

26. BARRIERS TO DATA INTEGRATION
0% 10% 20% 30% 40% 50%
Limited availability of necessary budget
Outmoded and/or inappropriate internal…
Poor understanding "data-driven marketing…
Insufficient talent/staffinf to drive initiatives
Limited availability/addressability of…
General economics conditions in our…
Legacy importance of mass media channels
Resistance from company…
Regulatory barriers
Cultural barriers
Limited availability /usefulness of…
Nothing
Not at all sure
Source: The Global Review of Data-Driven Marketing and Advertising, October 2014 - Global DMA

27. DON’T JUST TAKE MY WORD FOR IT
Top marketing priorities for 2015:
1. Creating campaigns based on deeper understanding of
audiences
2. Cross-channel digital marketing
3. Better integrating our online and offline marketing
efforts
4. Better integrating our digital marketing disciplines
5. Investing in more sophisticated technology to gain and
act on insights about our customers
Source: http://bit.ly/1GUUCkq

28. audit your
current data

29. integration
Cultivate ‘customer journey’ logistics as
well as thinking
Use data to join up and drive your
marketing
…kick-off with email and a data audit

30. THE ‘MUST HAVES’
Segmentation
Testing
Personalisation
Optimisation
Engagement
Integration

31. Want to discuss email / data / anything?
nbarthram@brayleino.co.uk
@plan_nerd