Download to read offline
Uploaded bySparkPost
The State of Email
The document discusses insights from a survey about email marketing trends and challenges, highlighting the significance of mobile email usage among different age groups. It reveals that many marketers face obstacles like data centralization, segmentation, and the effective use of automation in their email campaigns. Additionally, it emphasizes the need for businesses to adapt their strategies to improve customer engagement and optimize email marketing performance.
More Related Content
The State of Email
- 1.
- 2. 2 David Daniels –CEO & Co-founder, The Relevancy Group Publisher, President, Founder The Marketer Quarterly
- 3. 3 - Marketer aspirationsand challenges - Data utilization and integration - Utilizing lifecycle triggered mailings - Driving revenue through automation - Considerations to select vendors
- 4. 73% 81% 90% 93% 84% 73% 69% 59% 42% 21% 27% 19% 10%7% 16% 27% 31% 41% 58% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older Mobile Email Adoption by Age - 2014 Yes No 4 Question Asked: Do you currently access one or more of your personal email accounts on a mobile device such as a cell phone, smart phone? (select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 5. 18% 9% 9% 21% 26% 32% 37% 44% 0% 5% 10%15% 20% 25% 30% 35% 40% 45% 50% None of the above It is redundant to what the brand has already pushed me through the application that I have on my phone I have their App, they should message me this way Message is jumbled and not well formatted on my mobile phone When I click through it is too hard to see their full web- site on my mobile phone Too small to read and interact with They are not relevant to me Sent too often, I get too many of them Inhibitors to Email Marketing on Mobile Phones 5 Question Asked: What don’t you like about getting email marketing messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 6. 24% 25% 31% 32% 32% 34% 37% 42% 42% 43% 45% 52% 66% 0% 10% 20%30% 40% 50% 60% 70% It is primary email messaging application Conduct online banking I have purchased Apps Turn on location based services Downloaded Apps that provide specific functions When I wake up, check the weather & news Use it as my primary alarm clock When I wake up, check my email, social & texts I can't be without my mobile phone Communicate on social networks Play games on this device Daily check email, social and texts Take pictures and videos Top 13 Mobile Phone Behaviors - 2014 6 Question Asked: Thinking of your mobile phone, please select all of the responses that best describe your attitudes and utilization of your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=960, those with a mobile phone 3/14, (selected top 13) US Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 7. 1% 7% 21% 16% 15% 10% 10% 5% 3% 2% 3% 5% 0% 5% 10% 15% 20% 25% NoneLess than 1% 1% to 5% 5.1% to 10% 10.1% to 15% 15.1 to 20% 20.1% to 25% 25.1% to 30% 30.1% to 35% 35.1% to 40% 40% or greater Not sure Percentage of Overall Revenue Attributed to Email Marketing - 2014 Question Asked: What percentage of your overall revenue is attributed to your email marketing initiatives? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 8. 14% 17% 17% 18% 24% 32% 32% 44% 0% 5% 10%15% 20% 25% 30% 35% 40% 45% 50% My compensation and incentives are tied only to the marketing performance of the channels that I am… We practice marketing response attribution to ensure that offline response is attributed back to the… Each marketing channel operates independently with no central or common collaboration Our marketing department is rewarded with common personal incentives Our marketing programs are tightly coordinated across all marketing channels There is central ownership of our marketing programs across all marketing channels We manage customer contact frequency to ensure customers get a limited set of messages across all… Our marketing department shares common goals Marketing Department Organizational Structure Overall 8 Question Asked: From the following list, please select the statement or statements that best represent how your marketing organization operates? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 9. 19% 19% 20% 20% 21% 21% 21% 22% 24% 26% 0% 5% 10%15% 20% 25% 30% Coordinating marketing across departments and corporate brands Coordinating campaigns across channels Having adequate IT support for marketing applications Managing our marketing offers across multiple campaigns List turnover Creative content development Managing the frequency of messages across all marketing channels Lack of budget to appropriately fund our program Having adequate staffing resources to manage our programs Analyzing campaign results Top 10 Challenges When Developing Email Campaigns Question Asked: What are your greatest challenges when developing email marketing campaigns? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. Cross-Company Coordination, Analysis and Integration Top Marketer Challenges
- 10. Question Asked: Whichof the following customer data attributes has your company used to segment audiences for email marketing campaigns within the last six months? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. 22% 22% 22% 28% 29% 26% 28% 39% 43% 44% 26% 31% 31% 32% 33% 36% 40% 45% 51% 51% 0% 10% 20% 30% 40% 50% 60% Customer profitability Open rate on previous email marketing offers Frequency of purchase regardless of channel,… Transaction activity/Purchase behavior Frequency of customer service contacts Customer spending Click-throughs on previous email marketing offers Customer satisfaction survey data Geographic data Demographic data Marketers are Missing Segmentation Opportunities Data Attributes Used For Segmentation Enterprise Mid Market
- 11. 5% 16% 17% 20% 20% 23% 27% 28% 29% 30% 36% 38% 0% 5% 10%15% 20% 25% 30% 35% 40% None of the above We have robust data hygiene and de-duplication processes for data management We practice data house holding to understand multiple customer/accounts within a single household We use multiple channel specific databases to store our customer data We utilize predictive customer analytics We track acquisition costs by channel We store our client data in the same schema for all marketing channels We measure lifetime customer value We centralize customer data from across channels to recognize the customer in a single record We know the value of our email subscribers/value of an email address We use email address as a unique customer identifier We have a centralized data repository for our client data Email Marketer Customer Data Management Question Asked: Please select the statement or statements that best describe how you manage your customer data? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. Majority of Marketers Are Challenged By Data Centralization
- 12. 11% 10% 11% 17% 18% 23% 18% 21% 23% 21% 21% 27% 25% 29% 8% 19% 20% 18% 22% 25% 33% 31% 28% 32% 36% 31% 35% 38% 0% 10% 20%30% 40% 50% None of the above We utilize an SMS short code for mobile opt-in We measure lift vs. control We utilize triggered, multi-wave, lifecycle marketing across… We conduct multi-variant testing We use paid search to grow our marketing database We have launched a mobile application for our clients (e.g.… We target our customers utilizing life-stage marketing tactics We conduct A/B testing for email marketing We have begun utilizing QR (Quick Response) codes We utilize dynamic content We use video in email campaigns We target our customers based on web-site behavior We place offers or ad content in transactional email… Email Marketing Tactics Enterprise Mid Market Question Asked: Please select the statement or statements that best describe the email marketing tactics that you regularly utilize? Selected Response = Currently Utilize Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 1/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. Application Challenges Prevent Marketers From Embracing Proven Tactics
- 13. 22% 24% 26% 27% 29% 29% 29% 36% 39% 39% 0% 5% 10%15% 20% 25% 30% 35% 40% 45% Centralizing our marketing applications into one suite Integrating into social channels Improving response attribution Improve integration to other systems Centralizing customer data, make it actionable Hire more staff Increase relevancy with dynamic content Utilize real-time data Optimizing thru greater use of analytics Improving segmentation and targeting Top Priorities for Enterprise Marketers Enterprise 13 Question Asked: Which of the following customer data attributes has your company used to segment audiences for email marketing campaigns within the last six months? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Enterprise Respondents (Top Ten Shown)
- 14. 15% 16% 16% 16% 21% 25% 29% 28% 32% 31% 49% 23% 23% 30% 31% 30% 32% 32% 37% 33% 46% 56% 0% 10% 20%30% 40% 50% 60% Subscriber is dormant, shows no behavior after a… Shopping cart abandon or other type of… Post purchase offer Post purchase survey Customer contact at offline locations, store, call… Customer offers based on coupon redemption… Messages based on rules related to customer value Messages triggered based off criteria of web-site… Customer changes or updates preference center Welcome campaign (a series of triggered… Welcome message (triggered after subscriber… Email Marketer Trigger Campaign Utilization Enterprise Mid Market Question Asked: From the following list please select which types of automated trigger campaigns that you currently utilize. Source: The Relevancy Group, LLC/Executive Marketer Survey n=374, 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. Increased Use of Automation Will Drive Revenue
- 15. 31% 25% 21% 10% 5% 4% 3% 0% 5% 10% 15% 20% 25% 30% 35% Less than10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than 60% Percentage of Automated/Triggered Messages Question Asked: What percentage of the messages that you send are automated, as in triggered messages based upon customer behavior? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 16. Question Asked: Whattechnology do you currently use to manage your email marketing? Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved. 11% 26% 28% 30% 31% 0% 5% 10% 15% 20% 25% 30% 35% Multiple SaaS/Hosted Email Service Providers (ESP) Vendors packaged solution deployed on premise Outsourced to a SaaS/Cloud Email Service Provider (ESP) Combination of SaaS/Cloud ESP and on premise solutions Email marketing solution that we built in-house Email Marketing Technology Deployed By Marketers Marketers Are Primed For A Solution From A Single Vendor
- 17. • • • • Copyright © 2014The Relevancy Group, LLC. All Rights Reserved.
- 18. $504 $605 45% 62% $0 $100 $200 $300 $400 $500 $600 $700 Out-Sourced On-Premise Average MonthlyRevenue and Deliverability – Outsourced vs. On-Premise Marketers Delivery Revenue Question Asked: For each of the following email metrics, please select what your average metric is for these performance measures (Delivery, Open, Click, Conversion, Average Order Value), Applied average monthly send size, 8.3mm/mo. Source: The Relevancy Group Executive Survey, n=418 9/12, United States Only Copyright © 2014 The Relevancy Group, LLC. All Rights Reserved.
- 19. 19 • Understand andaddress the mobile adoption and utilization of your audience and adapt your messaging to that • Determine the value of your email address, organize and incentivize the marketing department around common goals • Centralize data and look to solutions that allow ease of integration of multiple data sources • Leverage automation and triggers to improve efficiencies and effectiveness • Test utilizing customer data to improve the relevancy and performance of your mailings • Detail requirements, particularly data integration when selecting a partner vendor.
- 20. Momentum and theChallenges of Today’s Email Marketing Jose Santa Ana, Director of Product Marketing May 29, 2014
- 21. 21 Message Systems: TheLeader in Messaging 20%
- 22. Sampling of KeyClients Social Networking Daily Deals Telco Financial Services Consumer Technology Travel and Hospitality Publishing and Media Hosting and SaaS Email / Marketing Services Providers
- 23. The Momentum DigitalMessaging Solution 23
- 24. Easily Access Back-EndEnterprise Systems 24 Momentum Bridge • Full library of APIs • Event-triggered, timely messages • Dynamic and personalized • Mobile-enable business processes
- 25. Flexible, Intelligent Messaging 25 MomentumPlatform • Fastest, most scalable messaging server • High-Performance Message Generation • Policy Manager, Intelligent Routing • Cross-Channel Conversations • Customer Preference Management • Adaptive Delivery • Support for Business Rules • High Availability Clustering • Carrier Grade Security
- 26. Engage Them Whenever,Wherever They are 26 Momentum Mobile • Single or cross-channel messaging • Channel translations • Individualized or broadcast messages • Two-way messaging • Device and token management • Push for iOS, Android, Windows • Partnership with mBlox for SMS
- 27. Momentum Analytics 27 Messaging Data Customer Data Warehouse RealTime Reporting User-Friendly Interface Easy Integration Big Data Performance
- 28. In Summary 28 Momentum addressesthe challenges of analysis, coordination and integration – for maximum customer engagement
- 29. Thank you! Follow uson Twitter: • @messagesystems • #DMNWEBCAST Follow us on Linkedin: • Message Systems Visit Us • www.messagesystems.com Contact Us • info@messagesystems.com
- 30. Thank You 30 The RelevancyGroup 877.972.6886 | www.relevancygroup.com On Twitter @relevancygroup David Daniels – CEO & Co-Founder david@relevancygroup.com On Twitter @emaildaniels Register for a free subscription to The Marketer Quarterly
Editor's Notes
- #19 Text will call out that the median AOV is somewhat similar, about $150, the mean (average) AOV is higher for on-premise marketers $327, versus out-sourced $304. We can recast this using the mean, but it will be higher than 30% - We also want to set realistic expectations for your sales process.