big email wins for 2013
Post on 18-Oct-2014
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DESCRIPTION
Email continues to reign as one of the most profitable channels for marketers, and one of the leading paths to purchase. But how can marketers effectively leverage email as a connection between other channels to bridge the gap between brands and today’s hyperconnected and empowered customers? Experian Marketing Services Strategic Account Directors, Liz Gould and Elaine Moneyhon, present 2013’s hottest integrated email trends and cutting-edge tips to increase customer engagement and marketing ROI. In this presentation, you will learn: - How customers are engaging with emails across devices - How marketers are optimizing email messaging for customers’ channel preferences - Real-life case studies that you can implement today to maximize the reach and success of your email campaignsTRANSCRIPT
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©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.
Email Big Wins for 2013#EmailBigWins
Liz GouldDirector, Strategic Accounts, Experian Marketing Services
Elaine MoneyhonClient Partner, Strategic Accounts, Experian Marketing Services
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2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
About the presenters
Liz GouldLiz Gould brings over 13 years of knowledge, passion and experience in digital media to her colleagues and clients at Experian Marketing Services. In her current role as director of strategic accounts, Liz advises Experian Marketing Services' largest accounts on their email, mobile and social strategies. She began her career at agencies like Euro RSCG, advising clients such as Mastercard, Goldman Sachs, Genentech, and Electronic Arts.
Elaine MoneyhonElaine Moneyhon brings her passion and knowledge of e-marketing to the Experian Marketing Services Strategic Accounts team with more than eight years of experience gained in the retail, online media, financial, non-profit, radio and television industries. In her current role, Elaine works primarily with Fortune 500 retailers to develop e-marketing strategy that drives engagement, growth and profitability through their email marketing programs. Elaine is a graduate of The Ohio State University where she received a BA in Communication as well as her MBA with a focus in marketing.
#EmailBigWins
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3©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 3©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
What we do
Best customer
Engage them across channels
Identify and profile your best customer
Find more of them
Intelligently bringing brands and customers closer together. Every time.
#EmailBigWins
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4©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 4©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Experian Marketing Services
Intelligently bringing brands and customers closer together. Every time.
Offline and digital consumer behavior
Segmentation & audience creation
Consumer insight
Addressable advertising
Linkage and identity resolution
Data verification
Customer data management
Online
Mobile
Social
Display
Consumer insights and targeting Data quality Cross-channel
marketing
#EmailBigWins
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5©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 5©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Addressing channel overload#EmailBigWins
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6©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 6©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Messaging by the numbers
100%of clients surveyed message with email
28%send SMS/MMS messages
to customers
8% Market based on channel preference
#EmailBigWins
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7©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 7©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Channel preference#EmailBigWins
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8©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 8©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Offering choice in emails#EmailBigWins
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Offering choice upon sign up or in preference centers#EmailBigWins
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10©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 10©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Offering choice upon sign up or in preference centers#EmailBigWins
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11©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 11©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Offering choice upon sign up or in preference centers#EmailBigWins
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The rise of mobile viewership#EmailBigWins
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Industry mobile opens 2011 - 2013
Some clients have more than 60% of their customers reading emails on their mobile devices!
32%
10%
58%
WebmailMobileDesktop
25%
43%
32%
data courtesy of Litmus
#EmailBigWins
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Mobile not necessarily “on the go”
Return Path asked a panel where they are when they purchase items from a smartphone
The data shows that using a smartphone to purchase is a matter of convenience
Emails should be mobile optimized for the same reason!
#EmailBigWins
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How are our clients optimizing for mobile?
of clients have a mobile site
#EmailBigWins
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How are our clients optimizing for mobile?
of clients have a mobile app
#EmailBigWins
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of clients have done noemail optimizationfor mobile devices
How are our clients optimizing for mobile?#EmailBigWins
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Think about how your emails look on a smaller screen#EmailBigWins
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Think about using shorter subject lines
•Keep subject lines at a length of 30-35 characters
•Keep the Pre-Header text at a length of 40-45 characters
#EmailBigWins
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Designing for mobile
• Streamlined navigation• Slimmer design• Larger copy• Mobile app call-outs• Larger, tap-friendly calls to action
#EmailBigWins
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Responsive design#EmailBigWins
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#EmailBigWins
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#EmailBigWins
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Remind users of the mobile experience#EmailBigWins
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Mobile shopping incentives#EmailBigWins
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Make it easy for your customers#EmailBigWins
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Let them show coupons or boarding passes from their phones
#EmailBigWins
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28©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 28©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
“The more channels marketers embrace, the more email programs they’ll need to support them” - Forrester
“Email connects everything in the mix”#EmailBigWins
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Email ↔ Print#EmailBigWins
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millionThe number of photos uploaded to Instagram every daySource: The State Of Social Sharing in 2013, WebHostingBuzz
Get visual
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Email ↔ Social#EmailBigWins
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Email ↔ Social#EmailBigWins
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Email ↔ Social
35%Of clients have used “pin it” Buttons in emails
43%Have used “like it” buttonsin emails
21%Have used “tweet this” buttonsin emails
#EmailBigWins
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Of clients allow social sharing at checkout
#EmailBigWins
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Email ↔ Mobile#EmailBigWins
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Email ↔ Store#EmailBigWins
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Engagement #EmailBigWins
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#EmailBigWins
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Clients with high click rates – what drives clicks?#EmailBigWins
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Clients with high click rates – what drives clicks?#EmailBigWins
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Clients with high click rates – what drives clicks?#EmailBigWins
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Editorial emails#EmailBigWins
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#EmailBigWins
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Rating customer experience#EmailBigWins
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Surveys: Low effort, high return
2.5%
5.76%
Unique Clicks Revenue per Email
$ 0.13
$ 0.22
Survey emailsQ2 2013 Promo benchmark
#EmailBigWins
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#EmailBigWins
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Getting creative with reactivation#EmailBigWins
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Confirmed Opt In (COI)
SL: Open To Confirm Your Email (Plus, Save 50%!)
27% of clients use a COI for inactive subscribers
#EmailBigWins
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COI Performance
8.6%10.3%
Unique Opens Unique Clicks
5%
1.5%
Q1 2013 Other reactivation emailsCOI Reactivation
COI reactivation mailings have 3.3x higher click rates than other
reactivation emails
#EmailBigWins
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#EmailBigWins
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What types of remarketing campaigns does your email program include?
78%
48%
22%
33% 31%
15% 19% 19%
44%
Abandonedcart (onemessage)
Abandonedcart series
Abandonedform or activity
Productbrowse-based
Categorybrowse-based
Browse on sale Replenishment Back in stock Thank you forpurchase (notorder or shipconfirmation)
Over 85% increase from last
year
Over 130% increase from last
year
Over 48% increase from last
year
#EmailBigWins
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Get smarter#EmailBigWins
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Targeting past purchasers#EmailBigWins
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Use your data!
SL: Time's Running Out: Wedding Invitations by Kleinfeld Paper
SL: Is 1-24-2013 your child's birthday?
SL: Fat Dots Picked Just For You!
#EmailBigWins
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Personalized content works!
Lift in Transaction RatesFor emails with some form of personalizationover non personalized emails
#EmailBigWins
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New and hot!#EmailBigWins
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Twitter acquisition#EmailBigWins
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Gmail Tabs - overview
May 29th Roll-out(Desktop)
June 3rd Roll-out(Some Android mobile apps)
Totally Optional Customizable
#EmailBigWins
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Gmail Tabs – our research
Other domains
Higher Open Rates in July
8/12
7/12
7/12
5/12
Higher Click Rates in July
Based on an internal study of 12 clients, more clients saw better performance in Gmail than in other email clients from
May to July, 2013 (pre-tab and post-tab)
#EmailBigWins
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60©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 60©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.
Gmail Tabs – action plan
Short Term Long Term
• Track before/after Gmail performance(From May-July)
• Ensure friendly froms and subject lines are clear
• Consider informing subscribers about changes
• Widen analysis to include more historical or YOY data
• Overlay transactional email data to follow response rate
• Continue to monitor Gmail performance as compared to other email clients
#EmailBigWins
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Gmail Quick Action buttons#EmailBigWins
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Gmail Quick Actions – event RSVPs
62
Pumpkin Spice Latte Time!
Starbucks
#EmailBigWins
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#EmailBigWins
![Page 64: Big email wins for 2013](https://reader034.vdocument.in/reader034/viewer/2022042606/5442afb0afaf9fe3098b46e2/html5/thumbnails/64.jpg)
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Updates since last year
Clients sending
SMS and/or
MMS campaigns
Up 17%over 2012 survey results
#EmailBigWins
![Page 65: Big email wins for 2013](https://reader034.vdocument.in/reader034/viewer/2022042606/5442afb0afaf9fe3098b46e2/html5/thumbnails/65.jpg)
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Updates since last year
Clientscollectingbirth date in addition
to email address
Up 54%over 2012 survey results
#EmailBigWins
![Page 66: Big email wins for 2013](https://reader034.vdocument.in/reader034/viewer/2022042606/5442afb0afaf9fe3098b46e2/html5/thumbnails/66.jpg)
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Updates since last year
Clients sending
e-receiptsfrom store purchases
Up 86%over 2012 survey results
#EmailBigWins
![Page 67: Big email wins for 2013](https://reader034.vdocument.in/reader034/viewer/2022042606/5442afb0afaf9fe3098b46e2/html5/thumbnails/67.jpg)
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Updates since last year
Clients using a
pop up for email
collection
Up 107%over 2012 survey results
#EmailBigWins
![Page 68: Big email wins for 2013](https://reader034.vdocument.in/reader034/viewer/2022042606/5442afb0afaf9fe3098b46e2/html5/thumbnails/68.jpg)
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