Pure360 Progression | Top 5 Email Trends in 2015 by Andrew Thorpe
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The document discusses the top 5 email trends for 2015, which are: 1) fragmented "big data" and the rise of data suites to consolidate customer data; 2) smarter list building that emphasizes user permission and control; 3) automated and personalized targeting based on customer behavior; 4) increased brand and content marketing over direct selling; and 5) the growing importance of mobile email with optimized content and design for smaller screens.
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Pure360 Progression | Top 5 Email Trends in 2015 by Andrew Thorpe
- 1. www.pure360.com @Pure360 Top 5 Email Trends for 2015 From data collection to targeting to content
- 2. www.pure360.com @Pure360 Andy Thorpe Senior Managed Services Consultant @Pure360 @Captaininbox Eyes deep in email since 2006
- 3. www.pure360.com @Pure360 Top 5… • Fragmented “Big Data” • Cleverer List Building • Automated (Micro)Targeting • Content/Brand Marketing • Mobile email creation
- 4. www.pure360.com @Pure360 1. Fragmented “Big Data”
- 5. www.pure360.com @Pure360 “Big Data” = Not New • Single Customer view • Data Mining • Dash Boards • Trend spotting
- 6. www.pure360.com @Pure360 “Big Data” Software Suites • Brings everything to one spot • Powerful • All encompassing • Technical? • Complicated? • Overkill? • Expensive?
- 7. www.pure360.com @Pure360 What do you WANT to do? • Profiling • Email/Site tracking • Content/Product Recommendations • Single Customer view • Revenue Frequency Modelling (RFM) • Engagement tracking & targeting
- 8. www.pure360.com @Pure360 2. Cleverer List Building
- 9. www.pure360.com @Pure360 Users have more control • Permission really matters now • Deliverability • Plug the missed opportunities • Give recipients the control • Social Proof • Viral Promos • Light Boxes
- 10. www.pure360.com @Pure360 3. Automated (Micro) Targeting
- 11. www.pure360.com @Pure360 Set it up & sit back • Abandoned Cart / Browser • Collect Birthday (not date) • Welcome Programmes • CMS Auto Message Import • Open Reach / Engagement Tracking
- 12. www.pure360.com @Pure360 4. Brand/Content Marketing
- 13. www.pure360.com @Pure360 Go for a ‘Smile’ not a ‘Sale’ • Too much selling • Knowledge & Novelty • Cross Channel Traffic • Interactivity • Multi Device Audience • Follow a journey, tell a story • Fans will market for you
- 14. www.pure360.com @Pure360 5. Mobile, Mobile, Mobile
- 15. www.pure360.com @Pure360 Consumption vs Conversion • Content Triage • Tap vs Click • Apple vs Android • Wearables • Content Creation
- 16. www.pure360.com @Pure360 Mobile Inbox Triage
- 17. www.pure360.com @Pure360 Consumption vs Conversion • Content Triage • Tap vs Click • Apple vs Android (Gmail) • Auto-loading images • Smart Watches (plain text) • Content Creation (drag‘n’drop)
- 18. www.pure360.com @Pure360 Andy Thorpe @CaptainInbox Pure360.com @Pure360
Editor's Notes
- Software making it easy to be clever with the data is has
- Big data was a catch phrase that brought nothing new, feature or method wise, but it made it sound less scary and marketers stood up and said what they wanted and software was created to provide…
- These things are not new but had been perceived as unachievable due to budget and complexity
- Faststats, Qlikview?
- Now you can choose the feature you want and just buy that and you can do it all from your Pure360 account
- More about deliverability specifically for email due to rep but there were so many missed opps that didn’t seem worth the effort against the low hanging fruit, like soft-opt-in, sneaked opt-in and even list purchase.
- More about deliverability specifically for email due to rep but there were so many missed opps that didn’t seem worth the effort against the low hanging fruit
- Do the hard work at the start and let it run…
- Thanks Very much