Today and tomorrow in the world of email

Today and tomorrow in the world of email

to look forward we must also look back

the influence of activities from the past……

why does your organisation engage in email marketing?

what would you tell your CFO if challenged on your budget?

email expert group research

Email activity insights

Core questions:

1.  Calculating value of email addresses

2.  Calculation of ROI

3.  Investment prioritisation

4.  Allocation of ROI

5.  Most important area of email marketing

6.  Percent of marketing plan

7.  Purpose of email

8.  Internal capabilities

9.  Level of sophistication

10.  Email database strategy

Of the following investment which one will be prioritised?

What’s the most important area of email marketing?

What is your purpose of sending out emails?

Describe the level of sophistication of your email marketing

Summarized…

It’s interesting that 63% of respondents say that the main purpose of their emails is to build engagement,

but they also say the most important area of email

marketing is actually effectiveness, not engagement.

Something that is effective to an organisation may not

be engaging to consumers.

Summarized…

Allocation of ROI across media is another interesting point. 42% said they have a model that allocates

across different media which is positive. 42% said

first click wins and 6% said last click wins. If you

are only using one channel then fair enough. If not,

then are you devaluing other channels that you are using?

Summarized…

Email marketing is used primarily to build brand engagement with the customer.

This makes sense, as email can be a highly

customizable and personalized form of

communication, and can be seen in the level of

sophistication in their email marketing.

strategic role of email….

we’re all direct marketers

…so we have the keys to the kingdom….

we need to talk the language of business

how we should prioritise and focus

once $50,000 = 30,000 (mail packs)

now its more like 1,000,000 (emails)

so where is the targeting and how do we prioritise effort?

all things are not created equal

Execution

Proposition

Targeting

Reference: Drayton Bird

Execution

Proposition Targeting

Reference: Drayton Bird

Execution

Proposition Targeting

Timing

role of data

balancing data with insights…

nice to know a lot of things, but what does it actually mean?

targeting

segmentation is what brings us together, not what sets us apart….

Hype Cycle….

what are we measuring – and why?

“Most direct marketing is junk. It’s dumb because it’s lazy marketing, it’s void of data insights and has no clear targeting, no clear offer, and no real reason for customers to take those offers up because often it doesn’t reflect what the brand stands for,”

“This is an industry that still talks about the fact that a 2% response rate is a good result. But that’s a 98% non-response rate. So it’s not good enough.”

Mark Buckman B&T 2009

h"p://www.vision6.com.au/pdfs/2013-‐Jan-‐June-‐Email-‐Metrics-‐Report.pdf

the bigger the audience the worse the results?

is this a volume or a value play?

h"p://blog.datalicious.com/top-‐5-‐email-‐markeFng-‐benchmarks-‐australia-‐world/

role of creativity

For many years there have been two contrary points of view on campaign creativity: some think that creativity and effectiveness are mutually exclusive, that creativity somehow ‘gets in the way’ of business performance. Others argue that they are mutually dependent, that creativity drives long-term commercial returns.

This piece of research definitively proves the latter…

Andy Pontin, CEO, Clemenger BBDO

Foreword….

key findings…

Creativity to boost effectiveness

Don’t regard creativity as a last resort.

Creatively awarded campaigns tend to be for smaller brands in more challenging categories – they are often born out of disadvantage, but their benefits apply to all.


If you measure success over the short term (less than 6 months) you will not see the benefits of creativity: it does not drive effectiveness over the short term.


Creativity has a particularly strong beneficial effect on price sensitivity, allowing brands to harden pricing. This has a strong

boosting effect on profitability and is its key virtue.


Customer acquisition campaigns are much more effective at driving growth than loyalty campaigns. This is especially true of financial services and packaged goods, but applies universally.


Attack is the best form of defence: aggressive share targets produce more effective campaigns than defensive ones.


Campaigns that make use of diverse broad-reach channels are more effective. This is further evidence of the false logic of tight targeting.


Campaigns that drive sales most powerfully over the short term are not the same as those that do so over the longer term, because the ways each work are different. Most importantly, optimum short-term response campaigns do not reduce price sensitivity: the major engine of long-term profit growth.

testing….

Building a test plan – and integrating that into the purpose…

Test what. And how….

The impact of the word “subscription”?

DECREASED conversions by 22.9%

Multivariate tests…

h"ps://whichtestwon.com/intelliquotes-‐email-‐mvt-‐test

Results?

•  As this was a multivariate test, the team was able to measure how each of the three elements tested influenced results.

•  At 45% the headline copy had the greatest conversion influence.

•  The button/call to action was second at 30%,

•  The image had the lowest influence at 25%.

Version A increased click-throughs by 52% at a 95% confidence rate.

h"p://whichtestwon.com/archives/22482

Impact of timing on results

Sent at 9am vs sent at 1pm

•  EST – 12.5% lift in opens

•  CST – 100% lift in opens •  MDT – 35% lift in opens •  PST – 4,090% lift in opens

impact of mobile

are you ready?

The opportunity to connect with your customers at the right time and drive sales / enquiries / conversion / brand engagement has reached a junction where customer readiness, device function and retailer has aligned…

In the past six months how many times, if at all, have you used your smartphone to make a purchase from a mobile website or using a mobile app?

the future…

driven by innovation, technology or customer need?

In September alone….

•  460 categorised as Primary •  186 categorised as Social •  1159 categorised as Promotional

things to consider

Develop a clearly defined

channel purpose.

Creativity is

vital.

Ideas over

execution.

use customer

data for insights

not just as a mail list.

Test. Test. Test. everything & anything

Cheap doesn’t always

equal effective.

Design for mobile

first.

www.apparent.com.au | content in the context of the audience

Thanks.

e: [email protected] tw: @phillipsmith

Marketing

Today and tomorrow in the world of email