Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
Hosted by The Marketer Quarterly
Research by The Relevancy Group
Sponsored by MessageGears
#TRGWebinar
2
David Daniels – CEO & Co-Founder – The Relevancy Group
President, Publisher, Founder – The Marketer Quarterly
@EmailDaniels @RelevancyGroup
Submit Questions via the Question and Answer Tab in the menu
Or via Twitter #TRGWebinar
Dan Roy – CEO, Co-Founder – MessageGears
@MessageGears
Nicholas Einstein – Senior Analyst, The Relevancy GroupModerator of Today’s Webinar
@othereinstein @RelevancyGroup
The Marketer QuarterlyA digital magazine for marketers
Subscribe For Free
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
We Are An Instant Gratification Real-Time Society
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
Hair
dryer
Not an
iPad
Manicure
An Actual
Conversation
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
While The Future is Now
Soon, We May Have More Time In Our Day To Multi-task
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
And Remember Safety First
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.#TRGWebinar
Stay Relevant or Lose Subscribers
Adjust The Message Frequency
If Not, Lack of Relevance and
Intolerable Frequency Can
Create Deliverability and
Performance Woes
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
18%
9%
9%
21%
26%
32%
37%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
None of the above
It is redundant to what the brand has already pushed
me through the application that I have on my phone
I have their App, they should message me this way
Message is jumbled and not well formatted on my
mobile phone
When I click through it is too hard to see their full web-
site on my mobile phone
Too small to read and interact with
They are not relevant to me
Sent too often, I get too many of them
Inhibitors to Email Marketing on Mobile Phones
Question Asked: What don’t you like about getting email marketing
messages on your mobile phone? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
Often We Blast Away Into a Ghost TownCopyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
Do You Fly A Plane, Advertising Over Ghost Towns?Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
73%81%
90% 93%84%
73% 69%59%
42%
21%
27%19%
10% 7%16%
27% 31%41%
58%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older
Mobile Email Adoption by Age - 2014
Yes No
15
Question Asked: Do you currently access one or more of your personal
email accounts on a mobile device such as a cell phone, smart phone?
(select one) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.#TRGWebinar
14%
31%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I forward messages to myself or to
another email account to read later
I use as my primary email device
I use it to triage my inbox - quickly
deleting or marking as unread
Mobile Phone Email Interaction Behaviors - 2014
16
Question Asked: How do you use your mobile phone to interact with email
messages? (select all) Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.#TRGWebinar
17%
19%
24%
21%
23%
31%
37%
29%
56%
34%
40%
31%
63%
17%
23%
30%
32%
37%
38%
39%
42%
49%
49%
50%
51%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Catalogs
Mobile Marketing (SMS, display on mobile)
Call Center
Digital Mobile Apps, (tablet, phone)
YouTube
Twitter Marketing
Paid Search Marketing
Facebook Marketing
Print Direct Marketing
Online Display Ads
Field or Event Marketing
Email Marketing
Marketing Channels Actively Utilized
Enterprise Mid-Market
Question Asked: Which marketing channels do you actively market in? (select
all) Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.#TRGWebinar
20%
17%
15%
15%
20%
28%
19%
19%
26%
24%
21%
26%
18%
18%
18%
20%
23%
23%
23%
23%
27%
28%
28%
29%
0% 5% 10% 15% 20% 25% 30%
Coordinating strategy of our campaigns across channels
List turnover (i.e. subscriber churn)
Automating campaigns across channels
Lack of consolidated/integrated customer data
Lack of budget to fund programs
Adequate IT support for data extraction
Analyzing campaign results across channels
Managing frequency of messages across marketing…
Adequate IT support for marketing
Adequate staff to manage our programs
Coordinating marketing across departments and brands
Managing our offers across multiple campaigns
Multichannel Campaign Challenges
Enterprise Mid-Market
Question Asked: What are your greatest challenges when developing
multichannel campaigns? (select all)(Selected top 12 challenges)Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
15%
15%
15%
15%
27%
17%
31%
28%
26%
23%
33%
24%
24%
31%
37%
43%
13%
16%
22%
23%
23%
23%
28%
31%
31%
31%
34%
34%
35%
40%
49%
54%
0% 10% 20% 30% 40% 50% 60%
Acquisition source code of the list
Email and Social Pass Along rate
Clickstream analysis
Recency of purchase regardless of channel
Web App Interaction
Social Influence rate
Open rate on previous email marketing offers
Transaction activity/Purchase behavior
Customer spending
Frequency of purchase regardless of channel
Click-throughs on previous email marketing offers
Frequency of customer service contacts
Customer profitability
Customer satisfaction survey data
Geographic data
Demographic data
Data Used For Email Marketing Segmentation - 2014
Enterprise Mid-Market
Question Asked: Which of the following customer data attributes has your company used
to segment audiences for email marketing campaigns within the last six months? (select
all)Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.#TRGWebinar
31%
25%
21%
10%
5% 4% 3%0%
5%
10%
15%
20%
25%
30%
35%
Less than 10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than
60%
Percentage of Automated/Triggered Messages -
2014
Question Asked: What percentage of the messages that you send are
automated, as in triggered messages based upon customer behavior?Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.#TRGWebinar
29%
27%
29%
36%
39%
31%
32%
33%
40%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Increase relevancy of direct communications through the
use of dynamic content
Utilize real-time data
Centralizing our customer data and making it actionable
Improving segmentation and targeting
Greater use of analytics in order to optimize our
communications
Top Five 2015 Priorities For improving ROI
Enterprise Mid-Market
Question Asked: What are your top five priorities for improving the ROI of your
email marketing programs in 2015? (select top five)Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
20%
23%
18%
33%
28%
23%
20%
29%
19%
23%
29%
19%
20%
23%
23%
25%
27%
28%
30%
32%
36%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Practice data householding
Track acquisition costs by channel
Data hygiene and de-duplication data management
Use email address as a unique customer identifier
Know the value of email subscribers/email address value
Store client data in the same schema for all channels
Store customer data in channel specific databases
Centralize customer data single record across channels
Utilize predictive customer analytics
Measure lifetime customer value
Have a centralized data repository for our client data
Marketing Data Management - 2014
Enterprise Mid-Market
Question Asked: From the following list, please select the statement or
statements that best describe how you manage your customer data? (select
all) Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
23
25
•
•
•
•
•
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
•
•
•
26
•
•
•
•
•
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
27
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
•
•
•
•
•
•
28
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
•
•
29Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
30Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
31
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
•
32
Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.
•
•
•
•
•
•
•
33
34
#TRGWebinar
35
The Relevancy Group877.972.6886 | www.relevancygroup.com
David Daniels – CEO & Co-Founder
On Twitter @emaildaniels
MessageGears1-888-352-0886| messagegears.com
On Twitter @MessageGears
Dan Roy – CEO and Co-Founder of
MessageGears
Register for a free
subscription to
The Marketer
Quarterly
#TRGWebinar