Email Talk at AdTech '12

Econsultancy.com | 1 Copyright Econsultancy 2012

Email in the Multi-Channel

Stefan.Tornquist (at)EconsultancyVP Research, US @marketingStefan


“What’s the key to effective email?”



(or “OMG! DYKT email n social aren’t talking!”)


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%


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


It’s not……a race… It’s….


But We’re Not Great at the Handoff


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



(or “I would have gotten away with it too if it weren’t for those damned kids”)


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


How we WANT to communicate with companies

Source: Econsultancy and the IAB, The Multi-Channel Marketer, 2012


#1 method is email

How we WANT to communicate with companies

Source: Econsultancy and the IAB, The Multi-Channel Marketer, 2012


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.



(or the disappearing middle class of email)*

* Thanks to Morgan Stewart of Trendline Interactive for that great phrase


So much we’re not doing…


The disappearing Middle Class of email


We don’t really know much


Photo credit: dermiller on stock.xchng

Only 19% say CRM is “well integrated” with email


Photo credit: dermiller on stock.xchng

80% of those integrating with CRM report “Excellent” ROI from email

(54% average)


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.


Thanks for your time

[email protected] twitter: marketingstefan

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Email Talk at AdTech '12

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