email is still crucial to marketers

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Why Email Is Still Crucial For Marketers Alyssa Nahatis | Director of Deliverability & Account Management Aurélie Lepley | Product Marketing Manager

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Alyssa Nahatis Director of Deliverability & Account Management nahatis@adobe.com Twitter: @ANahatis

Aurélie Lepley Product Marketing Manager aurelie.lepley@adobe.com Twitter: @AurelLep

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

Key Takeaways

How industry trends are shaping your email

strategy.

1 How to take your email

program to the next level.

2 How Adobe clients increase their email

ROI.

3

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

How industry trends are influencing your email

strategy

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

Email helps you to transform your

marketing strategy into a money making

machine

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Email Ranks # 1 in ROI Compared To The Other Channels

6

Source: the Power of Direct Marketing, Direct Marketing Association, 2011-2012

Return on every dollar invested

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Top Challenges for Email Marketers

7

Marketers’ Top Challenges

Email-only visibility vs. 360-degree view of customer interactions with brand

51%*

* Percentage of respondents naming this as their No. 1 challenge. Source: DMA and Adobe Study

Ability to automate an entire email campaign with multiple touchpoints

41%

Ineffective connection with the other tools that help inform your job (analytics, content, testing, and creative)

38%

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Email Marketers Demand MORE Than a Traditional ESP Can Offer

2/3

of marketers are less than satisfied with their email

marketing efforts

Source: DMA and Adobe Study

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Email Marketers Needs

9 9

Individual customers, individual campaigns

CROSS-CHANNEL EXECUTION

REAL-TIME INTERACTION MANAGEMENT

OPERATIONAL REPORTING

VISUAL CAMPAIGN ORCHESTRATION

INTEGRATED CUSTOMER PROFILE

TARGETED SEGMENTATION

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Customers Who Replaced Their ESP / Marketing Automation Solutions

10

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

How to Take Your Email Program

to The Next Level

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge

• Show Customers You Know Them • Take Benefit of The Remarketing

Taking your email programs to the next level

• Onboarding • Triggered Messaging • Rendering

• Responsive Design • Real-time Inbox • Disabled Image Dilemma

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Onboarding

13

Onboarding starts with the opt-in

Clear language

Only collect what you’ll use

No pre-checked boxes

Provide a welcome message Remind how they got onto list

Share the benefits

Frequency of contact

Link to preference center

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Triggered Messaging

14

Examples of triggered messaging Birthday email Based on past purchase Abandoned shopping cart Event follow-up Seasonal/holiday

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Email Rendering

15

Use rendering tools to view your emails

Browsers

Email clients

Devices

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Responsive Design

16

Emails are deleted that don’t render properly

Adobe Campaign offers responsive design templates

61% of emails opened on mobile devices

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Contextual Marketing

17

Right time Right place Right offer

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Disabled Image Dilemma

18

Most ISPs disable images by default

Include hosted online version

Make it easy to say good-bye

Ensure your call to action appears even without images

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What determines Deliverability?

20

Sending Reputation: Technical Configuration

Low Complaints

Good Data Quality

High Engagement

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

Best Practices: Know Your Data

• Know your data

• Active & engaged list

• Reduce frequency to inactives

• Data quality/hygiene

• Segment

• Test

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Best Practices: Content

22

Prominent call to action

Pre-flight content check

Subject lines

Balance graphics & text

Include address and opt-out link

Consider responsive design

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

How Adobe clients increase email ROI

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge

• Show Customers You Know Them • Take Benefit of The Remarketing

Adobe Clients taking their email programs to the next level

• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge

• Tailor Content for Each Customer & Context • Show Customers You Know Them • Take Benefit of The Remarketing

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Follow The Customer Through The Consumer Lifecycle

25

Increase in conversion rates:

+10 points

20% Proven contribution from Marketing to

revenues

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Trigger Emails at Key Moments

26

Personalized emails invite customers to rate products

Push promotional offers

Open rates exceed average

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Trigger Emails at Key Moments

27

Customer

L’Occitane (Sent by automatic email at D+2)

L’Occitane

Customer

Recovery action: Trigger customer service call to improve customer

experience

Training: Train store managers on

improving customer experience

Brand advocate: Develop marketing

actions to keep them loyal and develop

business

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Put Your Customers In Charge

28

Offer frequency options

Include option to opt-down

Maintain Rich Preference Center

Offer Multi-Channel Communication Options

Don’t just Collect Data, Use it!

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Gray Content Area Layout

29

For use with full-screen images or diagrams that look good on gray

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Show Customers You Know Them With Personalization

30

Open rates increased by

537%

Click-through rates nearly doubled, going from

25% to 48%

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Show Customers You Know Them With Personalization

31

Dynamic cross-sell copy specific to content type of purchase (book, newsstand, etc.)

Personalized recommendations based on purchase history

Original Revised Transactional Email Personalization

Digital Purchase Confirmation Email

Linked Sales

Increased 67% YOY

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Do Not Miss The Remarketing Opportunity

32

32

Source Shopping Cart Abandonment: Online Retailer’s Biggest Headache Is Actually Huge Opportunity. Business Insider, May 2014.

71% of shoppers abandoned

online shopping

$4 trillion of merchandise

left in online shopping carts

40% open & 20% click

from remarketing email within

3 hours

8% cart abandoners grow cold after

an hour

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33

2.5x

1 Hour 2 Hours 3 Hours

Do Not Miss The Remarketing Opportunity

1x

24 Hours

Industry Baseline

Increased Remarketing Conversion Creepy? Optimized

Lift

+60% Revenue

Source: Business Insider Intelligence, April 2014

Real-Time remarketing shows an opportunity of

2.5x lift

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34

Key Takeaways

Capitalize on data to optimize emails.

1 Provide tailored content for each

person & context.

2 Follow customer

through their lifecycle.

3

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Total Economic Impact™ Of Adobe Campaign

• North America Retail Customer • Benefits included:

• Improved customer engagement • Incremental revenue • Email cost effectiveness • Data and system consolidation

• Available now: • adobe.com/go/CampaignROI

ROI

INCREM. REVENUE

NET PRESENT VALUE

PAYBACK PERIOD

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Source: Forrester Research, Inc.

35

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Want to learn more? Click here to access the full recording for this

and other Adobe Summit sessions and keynotes.