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Figaro Digital 21s
21 Challenges Today's Marketers Face When
Powering The Customer Experience
With Email
Josie Scotchmer@josiescotchmer
uk.mailjet.com
Getting Internal Buy In01
72%of consumers say EMAIL is
their preferred channel Marketing Sherpa, 2015
73%Marketers rank EMAIL ROI
as ‘good’ or ‘excellent’Econsultancy, 2016
3800%Average ROI from email campaigns
DMA, 2015
uk.mailjet.com
Email is directly linked to 15% of total revenue
Specialise in cookware and home equipment
Email drives 70% of online traffic
02 Proving Email’s Value
uk.mailjet.com
Creating A Seamless Experience With Email03
Customers no longer distinguish between real world and digital touchpoint
Physical Store
Mobile Commerce Ecommerce Store Offline Experience Direct Mail Print Advertising
Email Social Media
uk.mailjet.com
The role of email is changing.
Not just a tool to create online traffic… … Email can drive offline traffic too.
04 The Right Role For Email
uk.mailjet.com
Forgetting Your Secret Weapons
4
05
From Name
Subject Line Pre-header
Call-To-Action
06 Being Responsive…
Design Mobile First
uk.mailjet.com
Misconception of Marketing Automation07
32%Budget won’t allow
for it
16%Think it’s too complex to
set up
46%Unaware of the
benefits
Mailjet SMB Research, 2016
uk.mailjet.com
Lack of Automation Adoption08
32%Communicate less than once a week
37%Are wishing their
customers a Happy Birthday
76%Agree Automation
would make a difference
Mailjet SMB Research, 2016
uk.mailjet.com
Knowing Where To Start…09
… not all your customers are exactly the same
Understand your customers preferences and preferred interactions
uk.mailjet.com
How To Understand Your CustomersUse the data you have to understand your customers’ preferences
10
Collect data from each of your channels and touchpoints
Data is king!
uk.mailjet.com
Understanding What Your Consumers WantMailjet Consumer Research, 2016
11
43%of consumers look for
real-time notifications
65%aren’t happy with the
relevance/timing of emails
1 in 10of us check our emails at least
20 x per day
uk.mailjet.com
Treating Your Customers DifferentlyMailjet Consumer Research, 2016
12
4
24%Of under 30s are most
likely to convert on a mobile device.
64%Of under 45s have
mobile email notifications turned on
(on average).
27%Of over 55s feel
messaging is targeted towards younger
generations.
uk.mailjet.com
Joining The Dots With Email13
Real-time notifications after a customer leaves a store.
Automation helps you to reach the right customer at the right time.
uk.mailjet.com
Leveraging Offline Businesses StrategiesNot just for offline experiences
14
App - Email - Website or Ecommerce Store
Email - Social - Web or Ecommerce Store
uk.mailjet.com
Making Your Customers Feel SpecialGBK
App - Email - Offline Experience
Collect rewards on the app
Email notifications - with you next treat
Enhancing the overall experience
15
uk.mailjet.com
Extending The Experience…16The Fork - A Trip Advisor Co.
Email - Offline Experience
Booking reminder with useful info
uk.mailjet.com
Integrating Email with Your App17Lyst: The world’s largest fashion store
Email - App Experience
Use Email to drive traffic
uk.mailjet.com
Leveraging The Power of Transactional Email18
8 xmore engagement than
other email types.Experian
6 xmore revenue generated from transactional email.
Experian
uk.mailjet.com
Never Miss An Opportunity19
Link to In-store
POS
Create User Generated
Content
Reward Repeat
Customers
uk.mailjet.com 4
Let Your Customers Know It’s You20
1. Be relevant with your message.
2. Be consistent, your brand voice should be recognisable.
3. Use email to build relationships with your customers.
Finding The Right Partner To Power Your Email21
A team of experts+ 110 employees globally
80% growth YoY Global deliverability consulting
Email sending at scale+ 1B emails a month
+40,000 clients
A rapid growth#23 in Deloitte’s EMEA Technology Fast 500
3185% growth over 4 years
A trusted technologyEmail sending specialist
Marketing & transactional email
uk.mailjet.com
Thank You
www.mailjet.com
Josie Scotchmer@josiescotchmer
