How to Get the Most out of your email campaign

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Shar VanBoskirkVice President, Principal Analyst, Forrester Research

Jose Santa AnaDirector of Marketing, Message Systems

How to Maximize Your Email Marketing Opportunity

July 29, 2014

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A link to the webinar replay will be provided via email following the presentation

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Participate in Today’s Discussion…Tweet #forrester

Follow us on Twitter@messagesystems

Follow us on LinkedinMessage Systems

Using Email To Create Competitive Differentiation

Shar VanBoskirk, Vice President, Principal Analyst29 July 2014

How To Maximize Your Email Marketing Opportunity

The digital economy is no longer about doing something old in a new way

Digital will disrupt every industry

Disruption isn’t new

© 2013 Forrester Research, Inc. Reproduction Prohibited

Your only differentiator is customer relationships

Do this by focusing on relationships

Theme

Email is the best interactive tool for building brand relationships

© 2012 Forrester Research, Inc. Reproduction Prohibited

Agenda

Why is it so important to do email well?How do marketers use email today?Where do existing email programs fall short?

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© 2012 Forrester Research, Inc. Reproduction Prohibited

Agenda

Why is it so important to do email well?How do marketers use email today?Where do existing email programs fall short?

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© 2012 Forrester Research, Inc. Reproduction Prohibited

Email is the single most cost-effective marketing tool

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Email marketing spend will grow at a 10% CAGR between 2011 and 2016.

© 2013 Forrester Research, Inc. Reproduction Prohibited 13

Email attitudes continue to climb

Base: US online adultsSource: North American Technographics Online Benchmark Survey, Q3 2012

© 2013 Forrester Research, Inc. Reproduction Prohibited 14

Users engage with promotional email

© 2012 Forrester Research, Inc. Reproduction Prohibited

Multi channel customers are more valuable

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“Multichannel households average household spend of $832, versus just $385 for pure contact center and $360 for pure online.”--Epsilon Targeting

“Multi-channel banking customers result in cross sells of up to five products per customer compared to below two for single channel banking.”--Accenture

© 2012 Forrester Research, Inc. Reproduction Prohibited

Agenda

Why is it so important to do email well?How do marketers use email today?Where do existing email programs fall short?

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© 2014 Forrester Research, Inc. Reproduction Prohibited 17

Email is one of the most-used tactics Which of the following tactics does your company use?

Base: 395 US, UK, and Canada-based enterprise firms

Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013

It works for retention, sales, loyalty

© 2014 Forrester Research, Inc. Reproduction Prohibited 19

Most will increase or maintain email budgetsHow much do you expect your budgets for the following to increase or

decrease in 2014?

Base: 395 US, UK, and Canada-based enterprise firms

Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013

Marketers continue to grow email spendHow much do you expect your budgets for [email marketing] to

increase or decrease in 2014?

DecreaseStay the sameIncrease 10%Increase 20%Increase 30% or more

14%

43%20%

10%3%

Marketers will grow their email budgets 3.18% on average

Base: 395 US, UK, and Canada-based enterprise firms

Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013

Many will invest in new innovations

© 2012 Forrester Research, Inc. Reproduction Prohibited

Agenda

Why is it so important to do email well?How do marketers use email today?Where do existing email programs fall short?

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Balance user need with business goals

1) What do my users need? 2) What is my business goal for

email?

Kraft saves time and sells product

How do other emails strike a balance?

Forrester has a review methodology to evaluate your own balance1. Business process evaluation

• Governance• Analytics• Process• Data

2. User experience evaluation• Subscription• Value• Presentation• Trust

Criteria is evaluated on a -2 to a +2 scale -2 Complete fail: functionality does not -1 Fail: functionality exists but is difficult to use +1 Pass: functionality exists and is usable +2 Strong pass: functionality demonstrated is

best-in-class

Scores range from +30 to -30 +15 is a passing score

Only 4 of 98 emails passed

Base: 98 emails

Source: The Best And Worst of Email Marketing, 2014, June 20, 2014

Retail and CPG emails score the best

Base: 98 emails

Source: The Best And Worst of Email Marketing, 2014, June 20, 2014

How to avoid common pitfalls

Make subscription process intuitive Enable social sharing within emails Support mobile-friendly formats Use preference centers to keep

addresses active

Summary and recommendations

Digital is fundamentally disrupting business, not just marketing

Email can provide a key tool for managing disruption

Most marketers spend on email but don’t use it optimally

Improve by mastering your email business process and user experience

Message Systems will share other best practices

Thank youShar VanBoskirk617-613-5845svanboskirk@forrester.com

Jose Santa AnaDirector of Marketing, Message Systems

How to Maximize Your Email Marketing Opportunity

July 29, 2014

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Message Systems: The Leader in Messaging

20%

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Email / Marketing Services Providers

Social Networking

Daily Deals Telco Financial

ServicesConsumer

TechnologyTravel &

HospitalityPublishing

& MediaHosting & SaaS

Sampling of Key Clients by Market

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The Momentum Digital Messaging Solution

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Key Takeaways

Most marketers spend on email but don’t use it optimally

© 2012 Forrester Research, Inc. Reproduction Prohibited

A better mix to optimize email spend?

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CreativeIntegrationAnalyticsDelivery 38%

99 % EMAILS DELIVERED

22 % OPT-IN EMAILS NOT GETTING THRU

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FTP ESP Report 99% Delivery

RP Report 78% Delivery

• FTP Package of User and Content Data in ZIP file• Log Into ESP System To Manage/Send Campaign• ISP Filters Delivery To Inbox

• Delivery Data Reported to ESP• Engagement Data Reported ESP• Daily Data Bundle Downloaded

Your Company

Sending through an ESP

ESP ISP

Engagement Data

Delivery Data24-72 Hour Delay

99 % EMAILS DELIVERED

22 % OPT-IN EMAILS NOT GETTING THRU

17 %ESP DEDICATED

INCREASED DELIVERY

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• Injects Events to Momentum• Momentum Manages Delivery to ISP• ISP Filters To Inbox • Delivery and Engagement Data Feeds to Momentum in Real-Time

Speed your engagement lifecycle and control your brand.

Sending with Momentum

ISP

Delivery Data

Engagement Data

Your Company

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Key Takeaways

Most marketers spend on email but don’t use it optimally

Moving from an ESP to a dedicated system improves deliverability by 17%

17% deliverability increase 30% revenue increase

Automate processes to optimize deliverability through technology

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Adaptive Delivery with Momentum

Patented technology that auto-tunes outbound email delivery parameters in real time to optimize delivery and safeguard reputation.• Mail stream segregation• Auto-tuned delivery parameters• Real-time traffic shaping• Real-time decision making, alerts and reports• Live rule updates• Configurable rules• Full FBL capabilities

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Adaptive Delivery Results10 point Deliverability Gain

FINANCIAL NEWSLETTER

Del

iver

abilit

y

April May June July August

0.85

0.90

0.95

AD Tuning Period

Source: Leading publisher/distributor of opt-in financial newsletters.

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Adaptive Delivery Results

INTERNATIONAL NEWSLETTER

Del

iver

abilit

y

April May June July August

0.85

0.90

0.95

• Deliverability Stabilized

• Manual Effort EliminatedAD Tuning Period

Source: Leading publisher/distributor of opt-in financial newsletters.

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Translates into Real Revenue Results

"When we have delivery and reputation issues, we know about them right away, and we can resolve problems proactively. Momentum with Adaptive Delivery has certainly had a positive impact on customer satisfaction….We’ve been sending nearly 60 million messages a week at 99.15% deliverability. It was as high as 99.3% last week!”

JAMES THOMPSONDIRECTOR OF EMAILOPERATIONS, INFUSIONSOFT

INCREASED REVENUE WITHOUT MS WITH MS CHANGE

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Key Takeaways

Most marketers spend on email but don’t use it optimally

Moving from an ESP to a dedicated system improves deliverability by 17%

17% deliverability increase 30% revenue increase

Automate processes to optimize deliverability through technology

Focus resources on improving the user experience

Thank you!

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