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Refreshing emails through understanding our millennial omnichannel audienceTips to refresh your emails
www. dianasherling.com / [email protected]
Our digital consumer
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
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
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
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
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
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
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
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
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