Email Big Wins for 2013 Liz Gould and Elaine Moneyhon

Addressing channel overload

Messaging by the numbers

100% of clients surveyed message with email

48% send SMS/MMS messages

to customers

8% Market based on channel preference

Channel preference

Offering choice in emails

Offering choice upon sign up or in preference centers

Offering choice upon sign up or in preference centers

Offering choice upon sign up or in preference centers

The rise of mobile viewership

Industry mobile opens 2011 - 2013

Some clients have more than 60% of their customers reading emails on their mobile devices!

32%

10%

58%

Webmail Mobile Desktop

25%

43%

32%

data courtesy of Litmus

Mobile not necessarily “on the go”

• Return Path asked a panel where they are when they purchase items from a smartphone

• The data shows that using a smartphone to purchase is a matter of convenience

• Emails should be mobile optimized for the same reason!

How are our clients optimizing for mobile?

% of clients have a mobile site

% %

How are our clients optimizing for mobile?

% of clients have a mobile app

% %

of clients have done no email optimization for mobile devices

How are our clients optimizing for mobile?

% % %

Think about how your emails look on a smaller screen

Think about how your emails look on a smaller screen

Think about using shorter subject lines

•Keep subject lines at a length of 30-35 characters

•Keep the Pre-Header text at a length of 40-45 characters

Designing for mobile

• Streamlined navigation • Slimmer design • Larger copy • Mobile app call-outs • Larger, tap-friendly calls to action

Responsive design

Remind users of the mobile experience

Remind users of the mobile experience

Mobile shopping incentives

Make it easy for your customers

Let them show coupons or boarding passes from their phones

Let them show coupons or boarding passes from their phones

“The more channels marketers embrace, the more email programs they’ll need to support them” - Forrester

“Email connects everything in the mix”

Email ↔ Print

million The number of photos uploaded to Instagram every day Source: The State Of Social Sharing in 2013, WebHostingBuzz

Get visual What does this number refer to? (Hint: think social)

Email ↔ Social

Email ↔ Social

Email ↔ Social 35% Of clients have used “pin it” Buttons in emails

43% Have used “like it” buttons in emails

21% Have used “tweet this” buttons in emails

% Of clients allow social sharing at checkout

Email ↔ Mobile

Email ↔ Store

Engagement

Clients with high click rates – what drives clicks?

Clients with high click rates – what drives clicks?

Clients with high click rates – what drives clicks?

Editorial emails

Rating customer experience

Surveys: Low effort, high return

2.5%

5.76%

Unique Clicks Revenue per Email

$ 0.13

$ 0.22

Survey emails Q2 2013 Promo benchmark

Getting creative with reactivation

Confirmed Opt In (COI) SL: Open To Confirm Your Email

(Plus, Save 50%!)

27% of clients use a COI for inactive subscribers

COI Performance

28%

33%

Unique Opens Unique Clicks

20%

7%

Q1 2013 Welcome benchmark COI sign-up (pre-welcome)

COI sign-up mailings have 2.7x higher click rates than welcome emails

COI Performance

8.6%

10.3%

Unique Opens Unique Clicks

5%

1.5%

Q1 2013 Other reactivation emails COI Reactivation

COI reactivation mailings have 3.3x higher click rates than other

reactivation emails

What types of remarketing campaigns does your email program include? 78%

48%

22%

33% 31%

15% 19% 19%

44%

Abandonedcart (onemessage)

Abandonedcart series

Abandonedform or activity

Productbrowse-based

Categorybrowse-based

Browse on sale Replenishment Back in stock Thank you forpurchase (notorder or shipconfirmation)

Over 85% increase from last

year

Over 130% increase from last

year

Over 48% increase from last

year

Get smarter

Targeting past purchasers

Use your data! SL: Time's Running Out: Wedding Invitations by Kleinfeld Paper

SL: Is 1-24-2013 your child's birthday?

SL: Fat Dots Picked Just For You!

Personalized content works!

x Lift in Transaction Rates For emails with some form of personalization over non personalized emails

New and hot!

Gmail’s quick action buttons

Twitter acquisition

Updates since last year

Clients sending

SMS and/or

MMS campaigns

Up 17% over 2012 survey results

Updates since last year

Clients collecting birth date in addition

to email address

Up 54% over 2012 survey results

Updates since last year

Clients sending

e-receipts from store purchases

Up 86% over 2012 survey results

Updates since last year

Clients using a

pop up for email

collection

Up 107% over 2012 survey results

Your presenters

Liz Gould Director, Strategic Accounts, Experian Marketing Services

Elaine Moneyhon Client Partner, Strategic Accounts, Experian Marketing Services

Updates since last year 2012: 25% of clients using pop up for email collection 2013: Over 50% of clients are using a pop up 2012: 20% of clients sent e-receipts from store purchases 2013: 39% of clients are sending customers e-receipts 2012: 24% of clients sent SMS campaigns 2013: 27% of clients send SMS and/or MMS campaigns

Welcome Series Stats Transaction Rates by Offer

0.12%

0.37%

0.02%

1.01%

0.26% 0.24%

0.49%

0.10%

On the go consumers

Ways to optimize

Past Wins: If you’re not doing these you should be!

All of these have shown lift in acquisition, opens, clicks or transactions for our clients!

Abandon Series

Reviews in emails

Horizontal Scroll Emails

Animation

50% of clients use pop-ups

Dynamic Content in Pop-Ups

Dynamic Content in Pop-Ups