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Email Talk at AdTech '12

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Email Talk at AdTech '12

  1. 1. Email in the Multi-ChannelStefan.Tornquist (at)EconsultancyVP Research, US@marketingStefanCopyright Econsultancy 2012 Econsultancy.com | 1
  2. 2. “What’s the key to effective email?”Copyright Econsultancy 2012 Econsultancy.com | 2
  3. 3. “What’s the key to effective email?”Copyright Econsultancy 2012 Econsultancy.com | 3
  4. 4. “What’s the key to effective email?” (or “OMG! DYKT email n social aren’t talking!”)Copyright Econsultancy 2012 Econsultancy.com | 4
  5. 5. 46% of organizations that conduct marketing attribution studies are increasing their email 3% investment, versus who are decreasingSource: Econsultancy and Google, Marketing Attribution – Valuing the Customer Journey, 2012Copyright Econsultancy 2012 Econsultancy.com | 5
  6. 6. 75% of email marketers say that it’s very challenging to compete with social media for recipients’ time and attentionSource: Econsultancy and The DMA, Email in Action, 2012Copyright Econsultancy 2012 Econsultancy.com | 6
  7. 7. It’s not… …a race… It’s….Copyright Econsultancy 2012 Econsultancy.com | 7
  8. 8. But We’re Not Great at the HandoffCopyright Econsultancy 2012 Econsultancy.com | 8
  9. 9. 35% “don’t know” how Only 25% say they are successful their email is in successful in generating generating social media social media interest interest through emailSource: Econsultancy, Email Census, 2012 Photo credit: ilco on stock.xchngCopyright Econsultancy 2012 Econsultancy.com | 9
  10. 10. “What’s the key to effective email?” (or “I would have gotten away with it too if it weren’t for those damned kids”)Copyright Econsultancy 2012 Econsultancy.com | 10
  11. 11. 69% of email marketers say that it’s very challenging that young people are abandoning email as a primary channelSource: Econsultancy and The DMA, Email in Action, 2012Copyright Econsultancy 2012 Econsultancy.com | 11
  12. 12. How we WANT to communicate with companiesSource: Econsultancy and the IAB, The Multi-Channel Marketer, 2012Copyright Econsultancy 2012 Econsultancy.com | 12
  13. 13. How we WANT to communicate with companies #1 method is emailSource: Econsultancy and the IAB, The Multi-Channel Marketer, 2012Copyright Econsultancy 2012 Econsultancy.com | 13
  14. 14. When we choose email…  Product purchase  1 on 1 sharing  Service/Account  Invitations  Content specific  Paper trail  Catalogs  Searchable for later  Official  Etc.  Work-related  Etc.Copyright Econsultancy 2012 Econsultancy.com | 14
  15. 15. “What’s the key to effective email?” (or the disappearing middle class of email)* * Thanks to Morgan Stewart of Trendline Interactive for that great phraseCopyright Econsultancy 2012 Econsultancy.com | 15
  16. 16. So much we’re not doing…Copyright Econsultancy 2012 Econsultancy.com | 16
  17. 17. The disappearing Middle Class of emailCopyright Econsultancy 2012 Econsultancy.com | 17
  18. 18. We don’t really know muchCopyright Econsultancy 2012 Econsultancy.com | 18
  19. 19. Photo credit: dermiller on stock.xchngOnly 19% say CRM is “well integrated”with emailCopyright Econsultancy 2012 Econsultancy.com | 19
  20. 20. Photo credit: dermiller on stock.xchng80% of those integrating with CRMreport “Excellent” ROI from email (54% average)Copyright Econsultancy 2012 Econsultancy.com | 20
  21. 21. It’s not a mysteryCopyright Econsultancy 2012 Econsultancy.com | 21
  22. 22. Thanks for your time stefan.tornquist@econsultancy.com twitter: marketingstefan Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 140,000+ members worldwide from clients, agencies and suppliers alike with over 90% retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. Join Econsultancy today at http://econsultancy.com.Copyright Econsultancy 2012 Econsultancy.com | 22

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