1. Email in the Multi-Channel
Stefan.Tornquist (at)
Econsultancy
VP Research, US
@marketingStefan
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2. “What’s the key to effective email?”
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3. “What’s the key to effective email?”
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4. “What’s the key to effective email?”
(or “OMG! DYKT email n social aren’t talking!”)
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5. 46% of organizations that conduct marketing
attribution studies are increasing their email
3%
investment, versus
who are decreasing
Source: Econsultancy and Google, Marketing Attribution – Valuing the Customer Journey, 2012
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6. 75% of email marketers say that
it’s very challenging to compete with social
media for recipients’ time and attention
Source: Econsultancy and The DMA, Email in Action, 2012
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7. It’s not…
…a race… It’s….
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8. But We’re Not Great at the Handoff
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9. 35% “don’t know” how Only 25% say they are
successful their email is in successful in generating
generating social media social media interest
interest through email
Source: Econsultancy, Email Census, 2012
Photo credit: ilco on stock.xchng
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10. “What’s the key to effective email?”
(or “I would have gotten away with it too if it weren’t for
those damned kids”)
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11. 69% of email marketers say that it’s very
challenging that young people are abandoning
email as a primary channel
Source: Econsultancy and The DMA, Email in Action, 2012
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12. How we WANT to communicate with companies
Source: Econsultancy and the IAB, The Multi-Channel Marketer, 2012
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13. How we WANT to communicate with companies
#1 method is email
Source: Econsultancy and the IAB, The Multi-Channel Marketer, 2012
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14. When we choose email…
 Product purchase  1 on 1 sharing
 Service/Account  Invitations
 Content specific  Paper trail
 Catalogs  Searchable for later
 Official  Etc.
 Work-related  Etc.
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15. “What’s the key to effective email?”
(or the disappearing middle class of email)*
* Thanks to Morgan Stewart of Trendline Interactive for that great phrase
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16. So much we’re not doing…
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17. The disappearing Middle Class of email
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18. We don’t really know much
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19. Photo credit: dermiller on stock.xchng
Only 19% say CRM is “well integrated”
with email
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20. Photo credit: dermiller on stock.xchng
80% of those integrating with CRM
report “Excellent” ROI from email
(54% average)
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21. It’s not a mystery
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22. Thanks for your time
stefan.tornquist@econsultancy.com
twitter: marketingstefan
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