How to Get the Most Out of Your Email Campaign
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Transcript of How to Get the Most Out of Your Email Campaign
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Shar VanBoskirk Vice President, Principal Analyst, Forrester Research Jose Santa Ana Director of Marketing, Message Systems
How to Maximize Your Email Marketing Opportunity
July 29, 2014
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A link to the webinar replay will be provided via email following the presentation
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Participate in Today’s Discussion… Tweet #forrester
Follow us on Twitter @messagesystems
Follow us on Linkedin Message Systems
Using Email To Create Competitive Differentiation
Shar VanBoskirk, Vice President, Principal Analyst 29 July 2014
How To Maximize Your Email Marketing Opportunity
The digital economy is no longer about doing something old in a new way
Digital will disrupt every industry
Disruption isn’t new
© 2013 Forrester Research, Inc. Reproduction Prohibited
Your only differentiator is customer relationships
Do this by focusing on relationships
Theme
Email is the best interactive tool for building brand relationships
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
! Why is it so important to do email well?
! How do marketers use email today? ! Where do existing email programs
fall short?
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
! Why is it so important to do email well?
! How do marketers use email today? ! Where do existing email programs
fall short?
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© 2012 Forrester Research, Inc. Reproduction Prohibited
Email is the single most cost-effective marketing tool
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Email marketing spend will grow at a 10% CAGR between 2011 and 2016.
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Email attitudes continue to climb
Base: US online adults Source: North American Technographics Online Benchmark Survey, Q3 2012
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Users engage with promotional email
© 2012 Forrester Research, Inc. Reproduction Prohibited
Multi channel customers are more valuable
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“Multichannel households average household spend of $832, versus just $385 for pure contact center and $360 for pure online.” --Epsilon Targeting
“Multi-channel banking customers result in cross sells of up to five products per customer compared to below two for single channel banking.” --Accenture
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
! Why is it so important to do email well?
! How do marketers use email today? ! Where do existing email programs
fall short?
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© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Email is one of the most-used tactics Which of the following tactics does your company use?
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
It works for retention, sales, loyalty
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Most will increase or maintain email budgets How much do you expect your budgets for the following to increase or
decrease in 2014?
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
Marketers continue to grow email spend How much do you expect your budgets for [email marketing] to
increase or decrease in 2014?
Decrease
Stay the same
Increase 10%
Increase 20%
Increase 30% or more
14%
43% 20%
10% 3%
Marketers will grow their email budgets 3.18% on average
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
Many will invest in new innovations
© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
! Why is it so important to do email well?
! How do marketers use email today? ! Where do existing email programs
fall short?
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Balance user need with business goals
1) What do my users need? 2) What is my business goal for email?
Kraft saves time and sells product
How do other emails strike a balance?
Forrester has a review methodology to evaluate your own balance 1. Business process evaluation
• Governance • Analytics • Process • Data
2. User experience evaluation • Subscription • Value • Presentation • Trust
Criteria is evaluated on a -2 to a +2 scale § -2 Complete fail: functionality does not § -1 Fail: functionality exists but is difficult to use § +1 Pass: functionality exists and is usable § +2 Strong pass: functionality demonstrated is best-in-
class
§ Scores range from +30 to -30 § +15 is a passing score
Only 4 of 98 emails passed
Base: 98 emails
Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
Retail and CPG emails score the best
Base: 98 emails
Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
How to avoid common pitfalls
§ Make subscription process intuitive § Enable social sharing within emails § Support mobile-friendly formats § Use preference centers to keep addresses
active
Summary and recommendations
§ Digital is fundamentally disrupting business, not just marketing
§ Email can provide a key tool for managing disruption
§ Most marketers spend on email but don’t use it optimally
§ Improve by mastering your email business process and user experience
§ Message Systems will share other best practices
Thank you Shar VanBoskirk 617-613-5845 [email protected]
Jose Santa Ana Director of Marketing, Message Systems
How to Maximize Your Email Marketing Opportunity
July 29, 2014
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Message Systems: The Leader in Messaging
20%
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Email / Marketing Services Providers
Social Networking
Daily Deals Telco Financial
Services Consumer
Technology Travel &
Hospitality Publishing
& Media Hosting & SaaS
Sampling of Key Clients by Market
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The Momentum Digital Messaging Solution
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Key Takeaways
§ Most marketers spend on email but don’t use it optimally
© 2012 Forrester Research, Inc. Reproduction Prohibited
A better mix to optimize email spend?
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Creative Integration Analytics Delivery 38%
99 % EMAILS DELIVERED
22 % OPT-‐IN EMAILS NOT GETTING THRU
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“Deliverability” is Key
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FTP ESP Report 99% Delivery
RP Report 78% Delivery
• FTP Package of User and Content Data in ZIP file • Log Into ESP System To Manage/Send Campaign • ISP Filters Delivery To Inbox • Delivery Data Reported to ESP • Engagement Data Reported ESP • Daily Data Bundle Downloaded
Your Company
Sending through an ESP
ESP ISP
Engagement Data
Delivery Data 24-72 Hour Delay
99 % EMAILS DELIVERED
22 % OPT-‐IN EMAILS NOT GETTING THRU
17 % ESP DEDICATED
INCREASED DELIVERY
“Deliverability” is Key
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• Injects Events to Momentum • Momentum Manages Delivery to ISP • ISP Filters To Inbox • Delivery and Engagement Data Feeds to Momentum in Real-Time Speed your engagement lifecycle and control your brand.
Sending with Momentum
ISP
Delivery Data
Engagement Data
Your Company
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Key Takeaways
§ Most marketers spend on email but don’t use it optimally
§ Moving from an ESP to a dedicated system improves deliverability by 17%
§ 17% deliverability increase à 30% revenue increase
§ Automate processes to optimize deliverability through technology
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Adaptive Delivery with Momentum
Patented technology that auto-tunes outbound email delivery parameters in real time to optimize delivery and safeguard reputation. • Mail stream segregation • Auto-tuned delivery parameters • Real-time traffic shaping • Real-time decision making, alerts and reports • Live rule updates • Configurable rules • Full FBL capabilities
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Adaptive Delivery Results 10 point Deliverability Gain
FINANCIAL NEWSLETTER
Del
iver
abili
ty
April May June July August
0.85
0.90
0.95
AD Tuning Period
Source: Leading publisher/distributor of opt-in financial newsletters.
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Adaptive Delivery Results
INTERNATIONAL NEWSLETTER
Del
iver
abili
ty
April May June July August
0.85
0.90
0.95
• Deliverability Stabilized
• Manual Effort Eliminated AD Tuning Period
Source: Leading publisher/distributor of opt-in financial newsletters.
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Translates into Real Revenue Results
"When we have delivery and reputation issues, we know about them right away, and we can resolve problems proactively. Momentum with Adaptive Delivery has certainly had a positive impact on customer satisfaction…. We’ve been sending nearly 60 million messages a week at 99.15% deliverability. It was as high as 99.3% last week!” JAMES THOMPSON DIRECTOR OF EMAIL OPERATIONS, INFUSIONSOFT
INCREASED REVENUE WITHOUT MS WITH MS CHANGE
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Key Takeaways
§ Most marketers spend on email but don’t use it optimally
§ Moving from an ESP to a dedicated system improves deliverability by 17%
§ 17% deliverability increase à 30% revenue increase
§ Automate processes to optimize deliverability through technology
§ Focus resources on improving the user experience
Thank you!
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Follow us on Linkedin: • Message Systems
Visit Us • www.messagesystems.com
Contact Us • [email protected]