dma email marketing trends 2013 presentation

Email marketing trends 2013

Tuesday 5 February 2013

Sponsored by

#DMAEmail

Agenda

8.30am Registration and breakfast

9.00am Welcome

James Bunting, Managing Director, Communicator Corp

9.10am Research findings

Anthony Wilkey, Strategic Client Director, Emailvision

9.40am Top 5 ways to allocate your 2013 email marketing budget

Dela Quist, Chief Executive Officer, Alchemy Worx

10.10am Lucky Voice case study: How email marketing drives brilliant

ROI as part of the marketing mix

Dan Pilkington, Head of Marketing, Lucky Voice

10.30am Panel discussion

10.55am Closing remarks

James Bunting, Managing Director, Communicator Corp

Welcome

James Bunting, Managing Director,

Communicator Corp

Research findings

Anthony Wilkey, Strategic Client

Director, Emailvision

Agenda

• Overview

• Key Findings

• Themes and Trends

• B2C vs. B2B

• Outlook – The Future

Overview

• How email marketing has evolved in 2012

• Published annually for the past 6 years

• Complements the National Email

Benchmarking Report

• Over 230 client side marketers

• Around 60 questions

• B2C and B2B

• A rare, unbiased opportunity to recognise and

assess trends

Key Findings

• Email marketing remains critical component

• ROI remains strong

• Positive trends across other metrics

• Budget allocation growing

• Value vs. Investment gap still significant

• Execution capability evolving

• More focus on contact strategy

Themes and Trends

• Growing education and understanding

• Importance of data

• Wider applications of email

• More attention given to challenges

• Continued recognition of value of email

Education and Understanding

How do you manage your email marketing programme?

Education and Understanding

What percentage of your email revenue comes from the following

types of emails?

Education and Understanding

Marketers draw on far more sources of insight and

advice than in 2011.

Top 3 Overall

• Industry Email Newsletters (+32%)

• Blogs (+13%)

• Webinars (+30%)

Biggest Increase

• Trade Shows (+127%)

3 Declined in Popularity

• Entirely self-taught (-50%)

• Industry Online Discussions (-10%)

• Social Networks (-21%)

More customised and advanced requirements

Importance of Data

On average how many different customer segments does your

business use to segment your mailings?

Importance of Data

Which from the following are the most effective methods to acquire

new email addresses?

Importance of Data

What is the maximum number of times you contact an address on

your list in one month?

Wider Applications of Email

What is the purpose of your email marketing programmes?

Which business goals does it help you to achieve?

Wider Applications of Email

What type of email message helps you to achieve your business

goals?

Wider Applications of Email

Email when integrated with which of the following marketing tactics

delivers the best ROI?

Challenges

Which of the following stop you from achieving your marketing goals?

Recognition of Email Value

How important is email marketing within your business strategically?

Recognition of Email Value

How much is the approximate return you get back for every pound

spent on email marketing?

Recognition of Email Value

What does email contribute overall to the business as percentage

of DIGITAL business revenue?

Recognition of Email Value

What does email contribute overall to the business as percentage

of TOTAL business revenue?

Themes and Trends Summary

• Greater overall competence and maturity

amongst email marketers

• Higher expectations

• Need for ever more sophisticated, integrated

solutions and partners

B2C vs. B2B Highlights

• B2C email marketers put at least as much

emphasis on engagement and retention as

their B2B counterparts

• B2C organisations place less-than-average

emphasis on building brand awareness

• Email marketing is even more important to

online B2B sales than to online B2C revenue

• B2C marketers feel confident about their

abilities, however B2B marketers are more

divided in terms of levels of competence

• B2B organisations perceive far more ROI

potential in email/mobile marketing integration

Outlook – The Future

• Mobile

Use of Responsive Design

• Measurement

Refined definition of engagement

Progression towards high value metrics

Focus on negatives

Emphasis on testing

• Personalisation

Real Time

Cross-Channel

Data Driven

• B2B

Narrows the Gap

Top 5 ways to allocate your

2013 email marketing budget

Dela Quist, Chief Executive Officer,

Alchemy Worx

Dela Quist: CEO Alchemy Worx dela@alchemyworx.com @DelaQuist

Top 5 ways to allocate your 2013 email marketing budget

Purpose

Contribution

Increasing Sophistication Driving Volumes & Success

Constraints

Man Hours

Outsourcing May Be A Solution

Revenue Share By Campaign Type

Email Drives Sales In Other Channels

Email Drives Sales In Other Channels

Frequency Drives £/Subscriber

Frequency Drives £/Subscriber

Budgets A Little Tighter

Top 5 ways to allocate your 2013 email marketing budget

Email should be the primary means by which someone you already know, visits your site or interacts with your brand online.

Database Size

Send Frequency

Subject Lines

Offer & Creative

Data Segmentation

Ord

er o

f Importa

nce

Thank You & Stay in touch

alchemyworx.com

@alchemyworx

linkedin.com/company/alchemy-worx

www

@delaquist

uk.linkedin.com/in/delaquist

alchemyworx.com/delaquist_ebook

dela@alchemyworx.com

List Growth

Email ROI

Lucky Voice case study: How

email marketing drives brilliant

ROI as part of the marketing

mix

Dan Pilkington, Head of Marketing,

Lucky Voice

How email drives ROI as part of the marketing mix

Who the hell are Lucky Voice?

- The UK’s leading karaoke brand! - Eight karaoke bars across the UK, with two in London - Private karaoke rooms for up to 15 people - Online karaoke streaming service of over 8,000 songs - Subscription model for unlimited singing – the Spotify of karaoke! - Provider of karaoke hardware and software to other venues and events

Lucky Voice Quiz!

What was the most sung song of 2012?

Lucky Voice Quiz!

Lucky Voice Quiz!

What was the most sung song on New Year’s Eve?

Lucky Voice Quiz!

Lucky Voice Quiz!

What’s the most sung song in Newcastle?

Lucky Voice Quiz!

Why is email still so important?

We know that at least...

30% of our customers

engaged with a marketing email last year

Why is email still so important?

- Traffic from mobile up 70% year on year

- Means we’ve seen open rates increase at our peak time for online singing – Saturday night!

- Traffic from email up 80% as a result

Our objectives with email are varied

- Revenue generation in the bars - Cross sell of our online subscription - Engagement with our online service - Retention and the need to be front of mind to bars customers - Acquisition of new customers from email lists - Generation of social media content for PR / awareness

ROI!

- £20.50 for every £1 spent!

- The most profitable channel other than SEO!

- Investing more in email in 2013 than ever before: Data feeds Automation

- Shared in a weekly report with the business

Trigger campaigns are becoming more important...

- Confirmation email drives direct online sign ups - ‘Welcome’ email drives important first engagement and bookings 60% open rate, almost 400 bookings - Confirmation email from Robbie Williams acquisition campaign 67% open rate

Understand how it works with other channels...

- We know that email doesn’t simply work in isolation - It works with other channels to instigate or seal bookings - This is why the ‘Welcome’ email is so important

Understand how it works with other channels...

-Work with social channels - Encourage sign ups via Facebook app - Trigger Welcome email

More frequent? Too frequent?

- We’ve increased our frequency to once a week for our active group - Increased segmentation vital – looking at venue, offers used, songs sung - Traffic from email up 100% year on year in January – engagement up to 9

minutes on site from 6 minutes year on year

- At Christmas, we were too aggressive – too many conflicting offers confused customers – open rates slipping from 17% to 10%

Acquisition of email address a crucial part of our plans...

- Increased discount for people signing up – 92% increase in sign ups - Online competitions and partnerships – Robbie fans single launch gained

us 7,000 new email addresses - Collaborative playlists for data capture - Photo gallery of their night at the bar – data capture to gain access

More segmentation!

- Follow up emails to offers and promotions not booked on first open - Trigger emails based on events – Quiz Night - Triggers based on artists clicked on - Follow up to specific competitions and promotions

For 2013...

- Even better, more complex segmentation for increased engagement!

- Data integration with Campaign Commander to set up more trigger campaigns – timely and relevant

- Complete customer lifecycle communications

- More testing on frequency and send times

- More testing generally!

Panel discussion

Closing remarks

James Bunting, Managing Director,

Communicator Corp

Data protection 2013

Half day conference: Friday 8 February

Find out how you can safeguard your business from the proposed EU data reforms

Speakers include:

Christopher Graham, Information Commissioner

Dave Coplin, Chief Envisaging Officer, Microsoft

Caroline Roberts, Director of Public Affairs, DMA

Mathilde Fiquet, EU Legal Affairs Adviser, Fedma

Please visit the registation desk to book and for more information. Or email eleanor.hibberd@dma.org.uk