hosted by the marketer quarterly - messagegears · 2020-05-08 · president, publisher, founder...

Copyright © 2015 The Relevancy Group, LLC. All Rights Reserved.

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Research by The Relevancy Group

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2

David Daniels – CEO & Co-Founder – The Relevancy Group

President, Publisher, Founder – The Marketer Quarterly

@EmailDaniels @RelevancyGroup

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Or via Twitter #TRGWebinar

Dan Roy – CEO, Co-Founder – MessageGears

@MessageGears

Nicholas Einstein – Senior Analyst, The Relevancy GroupModerator of Today’s Webinar

@othereinstein @RelevancyGroup

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We Are An Instant Gratification Real-Time Society


Hair

dryer

Not an

iPad

Manicure

An Actual

Conversation


While The Future is Now

Soon, We May Have More Time In Our Day To Multi-task


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


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


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


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


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%

Pinterest

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


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


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


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


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


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


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


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


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


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


25

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•

•

•

•


•

•

•

•

•

26

•

•

•

•

•


27


•

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•

•

•

•

•

•

28


•

•

•

•

31


•

•

•

32


•

•

•

•

•

•

•

33

34

#TRGWebinar

35

The Relevancy Group877.972.6886 | www.relevancygroup.com

David Daniels – CEO & Co-Founder

[email protected]

On Twitter @emaildaniels

MessageGears1-888-352-0886| messagegears.com

[email protected]

On Twitter @MessageGears

Dan Roy – CEO and Co-Founder of

MessageGears

Register for a free

subscription to

The Marketer

Quarterly

#TRGWebinar

http://www.relevancygroup.com/

https://twitter.com/EmailDaniels

http://messagegears.com/

http://www.twitter.com/messagegears


hosted by the marketer quarterly - messagegears · 2020-05-08 · president, publisher, founder...

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