2015 Email Marketing Industry Census - The Results

In association with Adestra

Linus Gregoriadis

Research DirectorEconsultancy

@LinusGreg

[email protected]

http://econsultancy.com

Email Marketing

Census 2015

#EmailCensus2015

mailto:[email protected]

http://econsultancy.com/

Linus Gregoriadis

Research Director,

Econsultancy

@LinusGreg

Stefan Tornquist

Research VP, US,

Econsultancy

@SKTornquist

About this survey…

Ninth annual Email Census in partnership with Adestra

Online survey in January 2015

More than 1,000 survey respondents included: 64% client-side marketers

36% agencies, vendors and consultants

Majority of respondents UK-based

Biggest sectors: Retail, Publishing & Media, Financial Services, Technology & Telecoms and Travel & Leisure

| Email Marketing Census 2015| 4

Email continues to deliver ROI

Companies stepping up to mobile challenge

Segmentation needs to go beyond basic

Email marketing automation



Mobile optimised email now the status quo




25%Proportion of companies and

agencies rating email as ‘excellent’

for delivering ROI


25%Proportion of companies and

agencies rating email as ‘excellent’

for delivering ROI

20%Amount of sales attributed to email

channel


How much marketing budget is assigned to

email?

0%

1%

0%

1%

1%

3%

5%

8%

20%

61%

1%

0%

1%

2%

1%

3%

6%

10%

23%

52%

0% 10% 20% 30% 40% 50% 60% 70%

91-100%

81-90%

71-80%

61-70%

51-60%

41-50%

31-40%

21-30%

11-20%

0-10%

2014 2015

2014 average

2015 average

16%

13%


Why has budget allocation decreased?

“There seems to be a case of ‘familiarity breeds

contempt’ with email where it’s been around for so

long and worked well as a core channel that it’s just

become part of the furniture.”

Andrew Campbell, Managing Director, SixC Ltd


“Marketers need to raise expectations and pursue

a more ambitious approach to achieving best

practice in their email campaigns.”

Andrew Campbell, Managing Director, SixC Ltd


ROI is better when email is assigned to a

dedicated individual or team

Excellent Good Average Poor

No-one 0% 25% 38% 38%

Individual as part of

wider marketing

responsibilities

21% 39% 31% 9%

Individual dedicated

to email marketing31% 47% 16% 5%

Team, as part of wider

marketing

responsibilities

19% 49% 27% 4%

Team dedicated to

email marketing30% 48% 20% 2%



Companies stepping up to mobile challenge?




Proportion of companies optimising email for

mobile devices

25%

61%

0%

10%

20%

30%

40%

50%

60%

70%

2013 2015

144%


What have you done to optimise email

marketing for mobile?

19%

12%

26%

28%

31%

32%

52%

55%

0% 10% 20% 30% 40% 50% 60%

None of the above

Think ‘mobile first’, everything we do is optimised for mobile

Mobile optimised landing pages

Mobile optimised subject lines (key message in first 30characters)

Adapted email template to have mobile friendly CTAs

Using pre-header text for promotion

Created a mobile responsive email template

Adapted email design to have a simpler template thatrenders well on all devices


Yet minority have an ‘advanced’ strategy for

optimising email for mobile

5% 5%

12% 16%

23%

28%

39%

34%

22% 17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2014 2015

Very advanced Quite advanced Moderate Basic Non-existent


What is holding back your strategy for optimising

email marketing for mobile devices?

“Time and resource. We have

an in-house design department

and don’t have the resources to

optimise content for mobile,

tablets and desktops for each

email communication.”

“A lack of strategy from senior

managers makes it almost

impossible to prioritise email

marketing despite its benefits.”


Which of the following practices are a part of

your email marketing efforts?

15%

20%

21%

22%

24%

27%

27%

30%

31%

32%

36%

50%

56%

61%

76%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Lead scoring

Behavioural targeting (based on web activity)

Advanced segmentation

Lifecycle programmes

Promote customer ratings and reviews

Multichannel triggers (e.g sales call)

Lead nurturing

Content personalisation (beyond just name)

Use of video content

Re-marketing

Use of transactional emails for marketing

Regular list cleansing

Encouraging sharing of content on social networks

Optimising email for mobile devices

Basic segmentation




15%

20%

21%

22%

24%

27%

27%

30%

31%

32%

36%

50%

56%

61%

76%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Lead scoring






Lead nurturing



Re-marketing





Basic segmentation


Companies doing basic segmentation tend to

get a strong return on investment…


We do this 24% 49% 24% 3%

Planning

this18% 31% 35% 16%

We don’t do

this10% 31% 41% 18%


But those doing advanced segmentation are

even more likely to get a positive return


We do this 29% 57% 13% 0%

Planning

this21% 48% 26% 5%

We don’t do

this17% 33% 38% 12%


Poor data hindering segmentation efforts

19%

23%

25%

31%

33%

33%

36%

42%

43%

46%

54%

0% 10% 20% 30% 40% 50% 60%

Lack of senior manager buy-in

Deliverability issues

Lack of budget / finances

Poor measurement and analytics

Lack of skills and training

Poor email technology

Lack of relevant content

Lack of segmentation

Lack of integration

Lack of strategy

Quality of email database


Poor data hindering segmentation efforts

“Good data lies at the core of successful email. A well targeted okay offer will

do well, a badly targeted excellent offer won’t. There are few shortcuts to a

quality email database, it takes time and effort but the value of the asset built

makes it worthwhile.”

Tim Watson, Email Marketing Consultant & Founder, Zettasphere


How successful have you been in

implementing automated email programmes?

4%

47%49%

7%

54%

39%

0%

10%

20%

30%

40%

50%

60%

Very successful Quite successful Not successful

2014 2015


What would you like to do with email

marketing that you currently cannot do to

your satisfaction?

2%

36%

39%

40%

45%

50%

52%

54%

61%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Mobile-friendly email

More social integration

Content marketing

Integration with other marketing platforms

Ability to be more agile in our marketing

Cross-channel data insights to see bigger picture

Marketing automation

Better segmentation

Better personalisation


Which three areas of email marketing do you

really need to focus on in 2015?

2%3%3%

6%7%

9%12%13%

15%17%17%

19%21%

22%24%25%

25%25%

29%

0% 5% 10% 15% 20% 25% 30% 35%

Data securitySMS integration

Device recognitionDeliverability

Managing / effectively utilising ESPSocial media integration

Dynamic content solutionsSmartphone-friendly emails

Campaign optimisationDesign and copywriting

PersonalisationLead nurturing

Behavioural response marketingDelivering relevant communications

SegmentationMeasurement and analytics

List / data qualityStrategy and campaign planning

Automated campaigns


Do you love your email provider?

42%

58%

0%

10%

20%

30%

40%

50%

60%

70%

Yes No


“Development roadmap is not great

and we need a cross-channel

approach. Account management is

lacking with a ‘get an answer if you

ask’ approach rather than

proactivity.”

“They don’t reach out to us, they

don’t explain what the system can

do, how it can help us. We discover

features accidently, and training

costs time and money – they

charge us for training!”


“They offer a wealth of features

and automation capabilities and

it is only a lack of time and

resource on our side that

prevents us from using it all.”

“Great support team, quirky

ideas and always ready to give

tips and suggestions on ways to

improve email marketing

campaigns.”


What will email marketing look like in five

years’ time?

13%

15%

29%

36%

38%

7%

40%

30%

45%

40%

46%

13%

15%

18%

15%

13%

12%

30%

24%

22%

9%

8%

4%

48%

8%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Email marketing will be redundant

All email marketing will be automated

There will be one single technology platform for allmarketing, including email

Email will still be one of the highest channels fordelivering ROI

All email communication will be completely personalised

Email will be fully integrated with other marketingchannels

Strongly agree Somewhat agree Neutral Somewhat disagree Strongly disagree


Summary

Marketers need to avoid becoming complacent with email. Email continues to provide great ROI with improved technology

allowing for a more ambitious approach.

Segmentation efforts suffer as organisations continue to struggle with building quality email databases.

Automation set to play a more significant part as marketers turn their focus towards utilising the technology and addressing their pain points.


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permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2014.

Questions?

Download the report:

http://www.adestra.com/resources/downloadable-reports/2015-email-

marketing-industry-census/

http://www.adestra.com/resources/downloadable-reports/2015-email-marketing-industry-census/


adestra.com

Introducing Adestra


About Adestra


Why choose Adestra?

Tailored technology configured

to

fit around your business

processesScalable Account Structure

(multiple brands, divisions,

users)Global Reach offices in Oxford,

London, Dallas

Award-winning Client Services

department

Market Leading Reporting

Suite

Comprehensive delivery seeding

and proactive deliverability

management

High client retention rates:

98.7% by number of clients

70% of our new business comes

from existing client referrals

Privately funded, organically

grown Profitable since year 1

in 2004Data Security – trusted by ICO,

ASA, & UK Police Forces

We actively recruit experienced

email marketers to work with

you and provide unique support

and strategic guidance.


Software AND a Service

Winners of the Customer Focus Award at the

UK Customer Satisfaction Awards 2014


adestra.com

…we have better

deliverability and

control over the

transactional

emails sent from

our shop…


adestra.com

Adestra are much

more than a

supplier. They

are a partner in

our email

marketing

strategy.


adestra.com

Thank youFor more information please contact us:

+44 (0)1865 24 24 24 or email [email protected]

2015 Email Marketing Industry Census - The Results

Marketing

Transcript of 2015 Email Marketing Industry Census - The Results