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Refreshing emails through understanding our millennial omnichannel audience Tips to refresh your emails www. dianasherling.com / [email protected]

Refreshing email through our millennial audience slideshare

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Page 1: Refreshing email through our millennial audience slideshare

Refreshing emails through understanding our millennial omnichannel audienceTips to refresh your emails

www. dianasherling.com / [email protected]

Page 2: Refreshing email through our millennial audience slideshare

Our digital consumer

Page 3: Refreshing email through our millennial audience slideshare

Is increasingly consuming email as part of their omni-

channel journey

Trend 1: Our consumers are social

Trend 2: Expect smarter use of data to

personalise their experience

Trend 3: Our consumers are always on, always

connected

Trend 4: Our consumers want richer engagement

Trend 5: Our consumers want channel choice, so

we need to be omnichannel

Trend 6: Our consumers expect the same service digitally as they would in

person

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Trend 1: Our consumers are more social

• 57% affluent consumers get advice from friends before they buy.

• Content needs to be built to be forward and shared on social

The implications for email

Trend 2: Its about smarter use of data to

personalise

• Affluent audiences crave exclusivity and status

• Reflect the audience segment in the consumer journey but make it feel personalised, exclusive and tailored.

• Consider a preference centre to enable consumers to express their preference

Trend 3: Our customers are always on, always

connected

• 42% of our email audience consumer email on mobile/tablet.

• Second screening / showrooming

• Optimise content across channels, particularly mobile and social.

Trend 6: Our consumers expect brands to emulate

service online as they would in person

• Service is key to luxury experiences and our opportunity is to mirror the must-have services from each channel across all channels.

Trend 5: The next wave is being omni-channel

• 70% affluent consumers live via their smartphone.

• Technology bridges physical and digital as consumer demand any channel

• Demands consistent experience and touchpoint tracking and realtime/location based opportunities

Trend 4: Provide richer engagement

• Digital savvy consumers expect interactive, immersive experiences

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And will continue to be the preferred CRM

communications channel

With 188 billion email messages sent each day you might think email is a laggard to other social sharing platforms. Many studies have confirmed that email is here to stay because of the channels flexibility, familiarity and universality.

Email continues to be the no.1 channel for daily use and consumer preference for marketing comms, increasingly for hearing from businesses, while social channels are more personalhttp://www.exacttarget.com/products/email-marketing/email-marketing-best-practices/consumers-prefer-email

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So, if email is far from dead, what role does

email play?

Conversation starter

Part of a multi-channel experience

Supports a ‘right time’

strategy

Increase subscriber

engagement

Deeper engagement destination channels

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Recommendations:Template design

1. Keep top navigation, but test calls to action

2. Responsive design cues– Even more image focused; full

bleed images rather than thumbnails

– Short succinct headlines, less body copy

– Headline nameplate in stories

3. Social calls to action– Test content, reason and

placement

Page 8: Refreshing email through our millennial audience slideshare

Recommendations:Social integration

1. Works best on nameplate comms when there is a reason to engage with social– Give reasons to engage– Respond/curate to social activity

in comms

2. Test different formats to integrate email, social and website activity– Live streaming events– ‘digital’ events like twitter Q&A

3. Consider integration 3rd party expert content and owner reviews/testimonials in lifecycle

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Recommendations:Content strategy

1. Exclusive and preview content: ensure that our audience knows that they are special

2. Create a content strategy based on audience behaviour/demographic and MOI.

3. Include more lifestyle, seasonal, culturally embedded content.

4. Bring out human, personality facets of the brand.

5. Close integration with editorial content/ calendar

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Building test/AB/learn into the next quarter’s

activityFrom Subj

ectHeadlines

Content topics

Content formats

Interactive content

Special offers

Placement

Calls to action

Segment

Time of day/week

Open

CTR

Social platforms engage

Email share

Web interactions

ROI / Purchase / Action

Page 11: Refreshing email through our millennial audience slideshare

Next steps

Agree to ‘AB test’ new formats of newsletter and single story for the next quarter’s activity.

Agree to create an editorial-led content/test calendar for enewsletters

Explore the role of email as part of the wider omni-channel journey