Post on 13-May-2015
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Email in the Multi-Channel
Stefan.Tornquist (at)EconsultancyVP Research, US @marketingStefan
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“What’s the key to effective email?”
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“What’s the key to effective email?”
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“What’s the key to effective email?”
(or “OMG! DYKT email n social aren’t talking!”)
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46%
Source: Econsultancy and Google, Marketing Attribution – Valuing the Customer Journey, 2012
of organizations that conduct marketing attribution studies are increasing their email investment, versus
who are decreasing
3%
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75%
Source: Econsultancy and The DMA, Email in Action, 2012
of email marketers say that it’s very challenging to compete with social media for recipients’ time and attention
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It’s not……a race… It’s….
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But We’re Not Great at the Handoff
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Photo credit: ilco on stock.xchng
35% “don’t know” how successful their email is in
generating social media interest
Only 25% say they are successful in generating
social media interest through email
Source: Econsultancy, Email Census, 2012
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“What’s the key to effective email?”
(or “I would have gotten away with it too if it weren’t for those damned kids”)
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69%
Source: Econsultancy and The DMA, Email in Action, 2012
of email marketers say that it’s very challenging that young people are abandoning email as a primary channel
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How we WANT to communicate with companies
Source: Econsultancy and the IAB, The Multi-Channel Marketer, 2012
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#1 method is email
How we WANT to communicate with companies
Source: Econsultancy and the IAB, The Multi-Channel Marketer, 2012
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When we choose email…
Product purchase Service/Account Content specific Catalogs Official Work-related
1 on 1 sharing Invitations Paper trail Searchable for
later Etc. Etc.
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“What’s the key to effective email?”
(or the disappearing middle class of email)*
* Thanks to Morgan Stewart of Trendline Interactive for that great phrase
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So much we’re not doing…
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The disappearing Middle Class of email
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We don’t really know much
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Photo credit: dermiller on stock.xchng
Only 19% say CRM is “well integrated” with email
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Photo credit: dermiller on stock.xchng
80% of those integrating with CRM report “Excellent” ROI from email
(54% average)
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It’s not a mystery
1. Less, better content
2. Most attribution studies say that email is an invaluable piece in the
mix3. You have to truly understand your major segments’ customer
journeys to capture true ROI
4. Everybody uses email…sometimes…and nobody wants their primary
contact with companies to be on Facebook (ok 3% do)
5. Few companies are really putting their ESPs through their paces…
triggers, drips campaigns and CRM integrations simply work.
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Thanks for your time
stefan.tornquist@econsultancy.com twitter: marketingstefan
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