EMAIL MARKETING TRENDS FOR 2014 #emailtrends
EMAIL MARKETING TRENDS FOR 2014
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
TODAY’S PRESENTER
KARATRIVUNOVICVP, Strategic ServicesBlueHornet
#emailtrends
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
A LOOK IN TO THE FUTURE
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
NOT ALL TRENDS ARECREATED EQUAL
What are the biggest challenges today?
• Data Acquisition, Analysis, & Application
• Application Of The Email Channel
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
IS YOUR DATA ACTIONABLE?
Source: Monetate, June 2013
95% 39% 39% 26%
Data within organizations that remains untapped.
Marketers who think data is collected too infrequently or not real-time enough.
Marketers who say they can’t turn their data into actionable
insight.
Organizations that don’t use real-time on-
site behavior to personalize the
website experience.
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
CHALLENGE ONE:
DATA ACQUISITION, ANALYSIS, & APPLICATION
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
PROS AND CONS TO ACQUIRING MORE PROFILE
DATA
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
COMPLETING THEDATA PICTURE
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
IT’S ALL ABOUT THE RIGHT
DATA
Source: thebigdatainsightgroup.com
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
LEVERAGING THE DATA
Do you have enough historic data to recognize trends properly?
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
TIME FOR PLANNING
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
CHALLENGE TWO:
APPLICATION OF THE EMAIL CHANNEL
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
APPLICATION OF THEEMAIL CHANNEL
ProgressiveProfiling
Real-TimeContent
Vehicle for Testing
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
PROGRESSIVE PROFILINGMetlife
• Use a poll to find out what subscribers look for most
• Add the answers to subscriber profiles
• Leverage responses to individualize content
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
REAL-TIME CONTENT
Leverage active content to drive increased engagement and urgency• Countdown clock• Number of other
participants in a deal• Only “x” left
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
VEHICLE FOR TESTING
• Use subscribers as a focus group
• Test elements like branding and positioning, voice and tone, tag lines and more
• Learn what is resonating with your customers before taking the leap
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
TO RECAP…
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
A LOOK TO THE TRENDS
Addressing data challenges and needs• Acquisition of the data• Analysis of the data• Application of the insights
Application of the email channel• Data enhancement• Dynamic / interactive (live) experience• Focus group for testing
EMAIL MARKETING TRENDS FOR 2014 #emailtrends
QUESTIONS?