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#emflConf2016@emfluence
Sara Theurer, emfluence, llc
Trends in Emailand Automation
@saratheu
#emflConf2016@emfluence
@saratheu
The State of Email Marketing in 2016No surprise, Email ROI still tops all other channels.
Nearly 1 in 5 companies (18%) report an ROI of more than £70, more than three times last year’s figures.
The average ROI across all surveyed was £38, a 53% increase on the £25 reported in 2013.
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The State of Email Marketing in 2016
A 2016 Census by Econsultancy found that companies investingat least a fifth of their marketing budgets on email are eighttimes more likely to see sales attributable to it in excess of 50%.
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2015 Trend Check-inData informed strategy going strong
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Advanced Data SegmentationKCDMA sends relevant content to new VS renewing members.
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Advanced Data SegmentationIreland Reaching targets time zones using location data.
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Advanced BIGGER Data Segmentation• Import and append data• Define segments• Create more relevant content• Select target media outside of email based on current
subscriber profiles• Develop acquisition strategies
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#emflConf2016@emfluence
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#emflConf2016@emfluence
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Authentication Gains Importance• DKIM (DomainKeys Identified Mail)• SPF (Sender Policy Framework)• SenderID
• Add DMARC to the list
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Authentication Gains Importance
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The Email Process Revisited
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Trends in Email Marketing in 2016…and beyond!
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Ads In Email/List Monetization
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Ads In Email/List Monetization• Real time in-email offer optimization• Revenue stream for publishers• Technology allows for retargeting of web site visitors
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Subscriber Acquisition and Onboarding
Vendasta increased subscriber rate 406% in three months after implementing a lightbox!
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Subscriber Acquisition and OnboardingJoe’s KC used a lightbox to ask for email subscribers when website relaunched in April 2016. The results speak for themselves…
Lightbox accounts for 15% of current subscriber base.
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Smarter Email Client Application• Outlook for iOS and Android come with preset filtering for
Focused and Other. It learns who users intact with and adds them to a special Focused view.
• Alto for AOL – Gives users multiple email accounts in one inbox. You can actually pinch and zoom in the preview (without loading images) to read more of the email text without opening it.
• Gmail now has a “Block User” option – never see messages from this user again – doesn’t affect sender’s reputation.
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Mobile and Webmail Grow, Desktop Declines
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Trends in Email Client ShareTOP 10 EMAIL CLIENTS IN 2014
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iPad on the declineApple experienced a 20% decline in iPad sales from Q4 2014 to Q4 2015. Not surprisingly, iPad opens decreased 5% over the course of the year and now only represent 12% of opens.
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Apple (and other) Watches• Defaults to the text only view of your
email.• There is now a 3rd MIME type to consider
“text/watch.html”• Delivers stylized text only• Better get straight to the point in your
“text/watch.html” content• No tracking possible
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List Cleansing Gains Importance
“The job doesn’t end with subscriber acquisition. Data can be flawed to begin with plus it ages over time, so treat every email address like a newly found golden nugget by also investing in email address verification, hygiene and correction services.”
Karen TalaveraPresident, Synchronicity Marketing
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Automation Takes the Driver Seat
Not just for big players anymore.Automation makes sense for businesses of all sizes.
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Automation Takes the Driver Seat
The goals of automated emails are typically more revenue and customer engagement-based than purely for brand awareness.
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Automation Takes the Driver Seat
“It is disappointing to see that not even half of the brands send a trigger email to welcome new subscribers. The first three to five emails are fundamental to getting ongoing engagement.”
Tim Watson, Zettasphere
Automation Triggers
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Automation Takes the Driver SeatWhile the simplest metrics like opens and clicks are the easiest to report, the real indicators of success are conversions, revenue, and engagement based.
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Automation Takes the Driver Seat
Though automation can be time-consuming to plan and implement, benefits realization usually happens within 6 months.
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Automation Takes the Driver Seat
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Automation Takes the Driver Seat
“[Automating our email marketing programs] is very high on our list of priorities, as we are currently spending even more time sending emails manually, rather than with set triggers.”
Econsultancy Survey Respondent
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Integrations
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So what’s next???
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“The single biggest change would be customer integration across multiple platforms, and allowing email marketers the ability to integrate all known facets of data into generating the best possible tailored emails for customers.”
Econsultancy Survey Respondent
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