dma email marketing trends 2013 presentation
TRANSCRIPT
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 [email protected] @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
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 [email protected]