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Data protection 2013
Friday 8 February
#dmadata
Supported by
Email marketing trends 2014Tuesday 4 February 2014, Karmarama#dmaemail
Sponsored by
Welcome from chair
Anthony Wilkey, Regional Director, Smart Focus
#dmaemail
Sponsored by
8.30am Registration and breakfast
9.00am Welcome from the ChairAnthony Wilkey, Regional Director, Smart Focus
9.10am Research findingsPhil Singh, Vice President EMEA, Epsilon & Marcus Geary, Analyst, eBay Enterprise Marketing Solutions
9.30am The Power of Data Driven Personalisation
DMA gold winner, Best use of email marketing - EasyJet case study
Tony Miller, Managing Partner, Havas EHS
9.50am Planning your segmentation strategy? Watch out there’s two elephants in the room!
Dela Quist, Chief Executive Officer, Alchemy Worx
10.10am Q&A
10.45am Close
Agenda
Sponsored by
Research Findings
Phil Singh, Vice President EMEA, Epsilon Marcus Geary, Analyst, eBay Enterprise Marketing Solutions
#dmaemail
Sponsored by
Agenda
Overview
Key Findings
Themes and Trends
Overview
How email marketing has evolved in 2013
Published annually for the past 7 years
Complements the National Email Benchmarking Report
B2B (54%) and B2C (46%) responders
Circa 60 questions
A rare, unbiased opportunity to recognise and assess trends
Key Findings
Key Findings
Email remains a critical marketing component
ROI is now delivering 2500%!
Budget allocation remains steadfast
Retention, so last year – now engagement!
Contact frequency is reducing
Heightened emphasis on segmentation
1. Email Works!
2.4 Looking forward, how would you expect your
company’s expenditure on email to change?
3.2 How much is the approximate return you get back for
every pound spent on email marketing?
£1 to £5 £6 to £10 £11 to £20 £21 to £40
£31 to £40 £41 to £50 £51 to £60 £61 to £70
2012: £21.28
2013: £24.93
2. Data-Driven
Marketing is
Occurring
1.4 What type of email message helps you to achieve your
business goals? Please select all that apply.
2012
2013
1 Regular newsletter
2 Customer Survey
3 Welcome message
4 Limited time offer
5 Thank you message
6 Regular newsletter - RFM
3.3 What percentage of your email revenue comes form
the following types of email?
5.3 On average how many different customer segments
does your business use to segment your mailings?
19%
34%
18%
29%
15%
27%
20%
37%
11%
28%
21%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Don't segment list Segment into 2-3 different audiences Segment into 4-6 different audiences Segment into more than 6 differentaudiences
2011 2012 2013
5.2 What is the maximum number of times you contact an
address on your list in one month?
Mean number of emails:
2013: 3.4 times per month
2012: 4.1 times per month
3. If email is doing so well, why does
confidence in it appear to be declining?
Enthusiasm for email appears to be becoming more ‘meh’: are we on the cusp of the predicted email marketing fatigue?
Reports of Email’s death have been greatly exaggerated…
40-50% lack confidence in their ability to test
Has there been a return to…
Outside resourcing, technology and data are the biggest constraints facing email marketing
• Big Data!!!!• The range of communication instruments
available to marketers
• The Platform war
• Technology integration
• Omnichannel integration
• BI and Analytics
• Segmentation complexity
The Power of Data Driven Personalisation
DMA gold winner, Best use of email marketing -EasyJet case study
Tony Miller, Managing Partner, Havas EHS
#dmaemail
Sponsored by
The Power of Data Driven Personalisation
case study: easyJetFebruary 2014
What you’ll see today…
1. Personalisation is key…
2. to create a connected customer
experience…
3. that develops meaningful relationships
Personalisation is keyas ‘Me-tail’ consumer trend takes the lead
An increasingly overcrowded inbox means that
delivering personalised communications and
behaviour driven content is key for brands to get
through the noise.
56% of consumers say they would be more
inclined to use a brand if it offered a personalised
experience, lifting sales by 7.8%.
Prediction:
As personalisation solves the problem of ‘deal
fatigue’ and ‘deal overload’ with emails. Brands
will increasingly personalise the experience so
they send customers only the most relevant deals
and offers.
To create a connected customer
experienceAs marketers become the architects
Consumers are willing for brands to capture and
use their data as long as the benefit outweighs
this exchange, and their experience is enhanced.
Smart segmentation, an integrated experience
and timing are all crucial in getting
Personalisation right.
There is a 50% uplift based purely on a message
being served at the right time and in the right
place
Prediction:
Brands will start to capture a range of customer
behaviours from mutliple touch points along the
journey to weave a more engaging story and
deliver individualised content across channels
and in real time.
That develops meaningful relationshipsto increase brand loyalty within your customer base
Consumers have increased expectations from
brands to preempt their needs and demand
relevance. By turning consumer data into helpful,
personal insights, you can serve customer the
content they want, quicker, building meaningful
relationships.
59% say they would buy more often from a brand
that uses their data to create relevant offers and a
good service. 63% of UK consumers are more
loyal to brands that use personal data effectively.
Prediction:
Brands will look to develop meaningful
relationships beyond point of sale, that will
incidentally affect their bottom line.
29
Delivering unprecedented results through
systems, automation, data insight and
personalisation
30
A journey from one size fits all to using smart data to talk to travellers
differently based on why and where they’re travelling. Creating an engaging
conversation with travellers that has seen a huge uplift in sales.
Using data strategy in the creative approach
33To produce uplift in additional bookings…
Bringing it all together
THANK YOU
Tony MillerManaging PartnerHavas [email protected]
Planning your segmentation strategy? Watch out there’s two elephants in the room!
Dela Quist, Chief Executive Officer, Alchemy Worx
#dmaemail
Sponsored by
Planning Your Segmentation Strategy? Watch out there’s two elephants in the room!
Dela Quist: CEO Alchemy Worx
@DelaQuist
@AlchemyWorxuk.linkedin.com/in/delaquist
Why Listen To Me?
On The Other Hand……
Email Is Very Important To Business
Sending To The Right Person At The Right Time - Marketing
Automation Would Not Be Viable Without Email
Email & marketing automation tools require specialist human
input
Design for DesktopCopywriting
QAStrategy
Trigger Programs
Responsive Design For Mobile/Tablet
Testing & Optimisation
HTML Coding
Inbox Delivery
Reporting
Campaign Analysis
Project Management
Planning
Social Media Integration
The Human Part Of Email Marketing Is Hard To
Resource In House
Time To Outsource?
Marketing Automation Comes With A Health Warning
The Main Impact Of Segmentation
Email Communication Is Becoming Less Regular
Has It Made A Difference?
Drop In Contact Frequency Will Cause Revenue
To Drop
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Dixons Retail, the electrical goods retailer that owns Currys and PC World, has reported a strong Christmas sales period.
Like-for-like sales - which strip out the effect of store openings and closures - in the UK and Ireland rose 5% in the three months to 4 January, with internet-led sales up 23%.
How We Feel About Email Not Driven By Frequency
What Is Engagement?
http://alchemyworx.com/calculator
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You Can’t (Re)Engage With An Email You Don’t Get
THANK YOU!
Dela Quist
CEO Alchemy Worx
Twitter: @DelaQuist & @AlchemyWorx
LinkedIn: uk.linkedin.com/in/delaquist
Thank You & Stay in touch
www.alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx
www
@delaquist
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
Q&A
#dmaemail
Sponsored by
Closing comments
Anthony Wilkey, Regional Director, Smart Focus
#dmaemail
Sponsored by
Upcoming events
The New Look of Loyalty: Digital, Social, Mobile, Real-time Webinar – Wednesday 26 February 2014
Email measurement is evolving…are you? – Thursday 27 February 2014
Taking the lead: Customer acquisition barometer 2014 –Thursday 27 March 2014
Visit: http://dma.org.uk/event-listing?page=1&reset=1