Email is Still Crucial to Marketers

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Why Email Is Still Crucial For Marketers Alyssa Nahatis | Director of Deliverability & Account Management Aurélie Lepley | Product Marketing Manager

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Alyssa Nahatis Director of Deliverability & Account Management [email protected] Twitter: @ANahatis

Aurélie Lepley Product Marketing Manager [email protected] Twitter: @AurelLep


Key Takeaways

How industry trends are shaping your email

strategy.

1 How to take your email

program to the next level.

2 How Adobe clients increase their email

ROI.

3


How industry trends are influencing your email

strategy


Email helps you to transform your

marketing strategy into a money making

machine

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Email Ranks # 1 in ROI Compared To The Other Channels

6

Source: the Power of Direct Marketing, Direct Marketing Association, 2011-2012

Return on every dollar invested


Top Challenges for Email Marketers

7

Marketers’ Top Challenges

Email-only visibility vs. 360-degree view of customer interactions with brand

51%*

* Percentage of respondents naming this as their No. 1 challenge. Source: DMA and Adobe Study

Ability to automate an entire email campaign with multiple touchpoints

41%

Ineffective connection with the other tools that help inform your job (analytics, content, testing, and creative)

38%


Email Marketers Demand MORE Than a Traditional ESP Can Offer

2/3

of marketers are less than satisfied with their email

marketing efforts

Source: DMA and Adobe Study


Email Marketers Needs

9 9

Individual customers, individual campaigns

CROSS-CHANNEL EXECUTION

REAL-TIME INTERACTION MANAGEMENT

OPERATIONAL REPORTING

VISUAL CAMPAIGN ORCHESTRATION

INTEGRATED CUSTOMER PROFILE

TARGETED SEGMENTATION


Customers Who Replaced Their ESP / Marketing Automation Solutions

10


How to Take Your Email Program

to The Next Level


• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge

• Show Customers You Know Them • Take Benefit of The Remarketing

Taking your email programs to the next level

• Onboarding • Triggered Messaging • Rendering

• Responsive Design • Real-time Inbox • Disabled Image Dilemma


Onboarding

13

Onboarding starts with the opt-in

Clear language

Only collect what you’ll use

No pre-checked boxes

Provide a welcome message Remind how they got onto list

Share the benefits

Frequency of contact

Link to preference center


Triggered Messaging

14

Examples of triggered messaging Birthday email Based on past purchase Abandoned shopping cart Event follow-up Seasonal/holiday


Email Rendering

15

Use rendering tools to view your emails

Browsers

Email clients

Devices


Responsive Design

16

Emails are deleted that don’t render properly

Adobe Campaign offers responsive design templates

61% of emails opened on mobile devices


Contextual Marketing

17

Right time Right place Right offer


The Disabled Image Dilemma

18

Most ISPs disable images by default

Include hosted online version

Make it easy to say good-bye

Ensure your call to action appears even without images



What determines Deliverability?

20

Sending Reputation: Technical Configuration

Low Complaints

Good Data Quality

High Engagement


Best Practices: Know Your Data

• Know your data

• Active & engaged list

• Reduce frequency to inactives

• Data quality/hygiene

• Segment

• Test


Best Practices: Content

22

Prominent call to action

Pre-flight content check

Subject lines

Balance graphics & text

Include address and opt-out link

Consider responsive design


How Adobe clients increase email ROI



• Show Customers You Know Them • Take Benefit of The Remarketing

Adobe Clients taking their email programs to the next level


• Tailor Content for Each Customer & Context • Show Customers You Know Them • Take Benefit of The Remarketing


Follow The Customer Through The Consumer Lifecycle

25

Increase in conversion rates:

+10 points

20% Proven contribution from Marketing to

revenues


Trigger Emails at Key Moments

26

Personalized emails invite customers to rate products

Push promotional offers

Open rates exceed average


Trigger Emails at Key Moments

27

Customer

L’Occitane (Sent by automatic email at D+2)

L’Occitane

Customer

Recovery action: Trigger customer service call to improve customer

experience

Training: Train store managers on

improving customer experience

Brand advocate: Develop marketing

actions to keep them loyal and develop

business


Put Your Customers In Charge

28

Offer frequency options

Include option to opt-down

Maintain Rich Preference Center

Offer Multi-Channel Communication Options

Don’t just Collect Data, Use it!


Gray Content Area Layout

29

For use with full-screen images or diagrams that look good on gray


Show Customers You Know Them With Personalization

30

Open rates increased by

537%

Click-through rates nearly doubled, going from

25% to 48%


Show Customers You Know Them With Personalization

31

Dynamic cross-sell copy specific to content type of purchase (book, newsstand, etc.)

Personalized recommendations based on purchase history

Original Revised Transactional Email Personalization

Digital Purchase Confirmation Email

Linked Sales

Increased 67% YOY


Do Not Miss The Remarketing Opportunity

32

32

Source Shopping Cart Abandonment: Online Retailer’s Biggest Headache Is Actually Huge Opportunity. Business Insider, May 2014.

71% of shoppers abandoned

online shopping

$4 trillion of merchandise

left in online shopping carts

40% open & 20% click

from remarketing email within

3 hours

8% cart abandoners grow cold after

an hour


2.5x

1 Hour 2 Hours 3 Hours

Do Not Miss The Remarketing Opportunity

1x

24 Hours

Industry Baseline

Increased Remarketing Conversion Creepy? Optimized

Lift

+60% Revenue

Source: Business Insider Intelligence, April 2014

Real-Time remarketing shows an opportunity of

2.5x lift


Key Takeaways

Capitalize on data to optimize emails.

1 Provide tailored content for each

person & context.

2 Follow customer

through their lifecycle.

3


The Total Economic Impact™ Of Adobe Campaign

• North America Retail Customer • Benefits included:

• Improved customer engagement • Incremental revenue • Email cost effectiveness • Data and system consolidation

• Available now: • adobe.com/go/CampaignROI

ROI

INCREM. REVENUE

NET PRESENT VALUE

PAYBACK PERIOD


Source: Forrester Research, Inc.

35


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