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The death of email has been greatly exaggerated

Email Marketing. Is it on its deathbed; an ancient channel that has no place in today's marketing mix? Or one of the most effective weapons in your arsenal? At Table19 we took an in-depth look at the state of email marketing today and found that far from dying out, email marketing is actually evolving at a rate of knots. ROI is on the up, and so is projected spend. If you'd be interested to find out why, and discover the three key elements that we believe deliver the optimum email experience, just let us know. <br>We'd be more than happy to talk you through our findings.

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The death of email has been greatly exaggerated

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  1. The death of email has been greatly exaggerated

  2. It’s been on the edge of extinction for years

  3. But it’s still very much alive and kicking

  4. But it’s still very much alive and kicking • Consumers prefer it

  5. But it’s still very much alive and kicking • Earlier this year, 68% of companies rated the channel as ‘good’ or ‘excellent’ in terms of ROI. This marks a 3% increase since last year Econsultancy Email Marketing Industry Census 2014

  6. But it’s still very much alive and kicking • ROI recently hit 2,500% DMA: National Client Email Report 2014

  7. But it’s still very much alive and kicking • Companies are attributing 23% of their total sales to email, up from 18% in 2013 Econsultancy Email Marketing Industry Census 2014

  8. But it’s still very much alive and kicking • Companies are attributing 23% of their total sales to email, up from 18% in 2013 • And plan to spend more on it Econsultancy Email Marketing Industry Census 2014 DMA: National Client Email Report 2014

  9. Email isn’t dying, it’s evolving…

  10. The question is, are we?…

  11. Today we’ll be covering… • The evolution of email in 8 stats • Delivering a better email experience • How to measure the success of emails • Where email is heading next

  12. The evolution of email in 8 stats

  13. The stats • In 1971 Ray Tomlinson send the first email • In 1978, Gary Thuerk, a Marketing Manager at Digital Equipment Corp sent the first mass email (promoting DEC machines) to 400 users via Arpanet. It resulted in $13 million worth of sales • In 1992, the first smart phone was launched enabling email access through a mobile • In 1996 Hotmail (then known as HoTMaiL) launched as the first free web based email service, giving marketers a whole new way to reach customers. Previously email was only available to students or employees. The introduction of personal email addresses (that were free and available to all) transformed direct marketing • In 1998 the Data Protection Act was updated to ensure all email marketing included an opt-out; • In 2001 the first ever behavioural email was sent. By 2010 it was reported 48% of online marketers were using triggered emails. • By 2012, it was reported over 40% of marketing emails were opened on a mobile device • In 2014, 56% of client marketers plan to increase their email budget allocation

  14. Delivering a better email experience

  15. What makes for a better experience?

  16. Delivering a better email experience

  17. Delivering a better email experience Relevance

  18. Delivering a better email experience Relevance A more engaging and better performing email Impact Timeliness

  19. Delivering a better email experience Relevance Xxxxxxxxx Impact Timeliness DMA: National Client Email Report 2014

  20. Relevance

  21. Why is it important to be relevant? • 58% of consumers won't open emails if they seem unrelated to their needs • 40% won't open emails if the subject lines seem irrelevant • 71% of consumers surveyed would be more likely to purchase from a brand if their emails were tailored to their likes and preferences • Personalizing a subject line results in 26% higher unique open rates • Personalizing an email body has been shown to generate transaction rates 6X higher than their impersonal counterparts Silverpop: Best Friend Brands study Experian: 2013 Email Marketing Study

  22. Quick aside…

  23. If we’re not relevant…

  24. Brands aren’t giving up easily though…

  25. Relevance in action Follow up to in-store experience

  26. Relevance in action

  27. Relevance in action

  28. Relevance in action Subject line: Kendal is awesome…

  29. Timeliness

  30. What do we mean by timely? • Current events: news, holiday seasons • Retargeting emails • Abandoned basket emails • Replenishment emails • Birthdays • Milestones in a relationship

  31. Why is it important to be timely? • Automated messages achieved, on average, an open rate 15% higher and a click-through rate 79% higher than their manual counterparts • Largest click rate differences between BAU and triggered emails were in retail apparel (332.8% increase) • Automated triggers based on behavioural data can double total email revenues Silverpop: 2014 Email Marketing Benchmarks Study Epsilon: Email Trends Benchmark study RedEye Adobe

  32. A timely prompt could be highly profitable • Nearly half (46%) of basket abandonment emails are opened • Over an eighth (13.3%) of basket abandonment emails are clicked • Average order value of purchases from basket abandonment emails is 19% higher than typical purchases SalesCycle Business Insider

  33. When are people most receptive? • While metrics are different for everybody, as a general rule, the best open rates tend to be seen in emails that are sent around lunch time (noon or 1:00pm) • And most studies support that sending emails on Tuesday, Wednesday or Thursday will yield the best results • So, if you boil it down, you want to send your email campaign on a midweek day in the afternoon Emailmarketing.com

  34. Timeliness in action • Subject line: • We’re royally excited

  35. Timeliness in action

  36. Timeliness in action • Subject line: • A note for naughty email readers

  37. Timeliness (and relevance) in action Limit on number of fare alerts to not get too annoying

  38. Timeliness (and relevance) in action Black Friday

  39. Impact

  40. Why is it important to have impact? • Over 191 billion emails are sent and received around the world every day • 80% people will delete an email if it doesn’t look good on their device • 47% of email is now opened on a mobile device. Some brands see upwards of 70% of their emails opened on mobile • Amazingly, the same Litmus report from above found that 58% of email marketers still aren’t designing for mobile! Radicati Group Litmus: Email Analytics 2014

  41. A few things to think about… • Will your subject line stand out? Is it interesting, enticing, intriguing? • Does it link to and work seamlessly with the pre-header, headline and content of the email? • 40% of people respond better to visual content than plain text • 88% of businesses reported that video embedded emails improved their campaign performance • Is your content easily scannable? Sub heads and bullet points can help readers pick up your key features and benefits at a glance • Design for touch: minimum button size = 44px • Have you thought about what happens if your audience has their email images turned off? • Boost the contrast: iPhone battery = low brightness Zabisco Hubspot Litmus

  42. Impact in action • Subject line: • Save Cybertron with an exclusive PS store offer

  43. Impact in action • Embrace the scroll…

  44. Impact in action

  45. Impact in action • Subject line: • 5 fantastic reasons not to miss this month's issue of woman&home

  46. Impact in action That colour looks good on you…

  47. The perfect email?

  48. Pushing the format

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