Email marketing trends 2014

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6 Email marketing trends for 2014 Tim Watson of Zettapshere presented these trends at a webinar for Smart Insights Digital Marketing Summit 2014.

Business Technology

Email Marketing Trends 2014
Tim Watson
Email Marketing Consultant
Zettasphere Ltd
Six Trends to follow and use to increase the value of Email Marketing

Digital Marketing Priorities 2014
Brought to you by:

Recommended channel hub page:
www.smartinsights.com/email-marketing

Poll: How will your Email Marketing budget
change in 2014?
 Decrease budget proportion on email marketing
 Keep spend proportion unchanged
 Increase proportion on email marketing

4

Achieving Acceptance of Increased Pressure
 Targeting - based
on behaviour
 Trigger Emails
 Blended Automation

7

Real Time Geo-target Behaviour

Click rate increase 80% over previous year campaign
Source: Moveableink

9

Amazon Browse Abandon

Source: Zettasphere

11

Category Browse Abandon

Source: MarketingSherpa

12

Publishers monetize
‘Google like’ Ads in email

Source: LiveIntent

15

Poll: Are You Involved in Offline Activity?





We don’t have any offline activity
I’m not involved in offline
Involved as stakeholder
Have responsibility for offline

17

Emailed Receipts

Almost 40% of in-store customers walk out with an electronic receipt
Source: Yreceipts

18

Hawkin’s Bazaar Capture Customers

Source: emocial

19

SMS-2-Subscribe

3.3x more email addresses than publishing a URL
Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/
Source: Zettasphere

20

9 minutes spent daily on email using a mobile device.
7.6% of the total 119 minutes of phone use per day. O2 –
“Mobile life report” UK (2013)






Population 6.9 billion
PCs 1 billion
TVs 2 billion
Mobiles 5 billion
22

Email Client Share of Opens
30%
25%
20%

15%
10%
5%
0%

Source: October 2013 emailclientmarketshare.com

23

Device Habits
How do you buy something you saw in an email on your phone?

Source: DMA UK Email Tracking Report 2013

24

Responsive Possibilities
 Hide content on a
mobile
 Change font sizes
 Change email width
 Resize images
 Re-stack row modules
into columns
 Re-stack horizontal
navigation links into
vertical button panel
28

New Tricks

Static call to action

Source: CampaignMonitor

29

Is it Worth it?
Split test of 12 brands of same creative/offer.
True test of responsive vs. non-responsive
Client Sector
Mortgage
Education
Education
Cash Advance
Cash Advance
Health Insurance
Credit Card
Credit Card
Credit Card
Retailer
eRetailer
Online Dating

Responsive Click
Rate Uplift
23%
15%
6%
8%
7%
12%
3%
6%
20%
-2%
2%
5%

Average 8.75% increase
Source: Zetainteractive mobile strategy

30

Ensure a Safe Landing

Mobile orders up 98%, Conversions 20%

31

Poll: How Mobile are Your Emails?






Not necessary for us
Work fine as they are
Plan to re-design for mobile in Q1
Re-design low priority for us currently
Have been specifically re-designed

32

Video
How effective is video email marketing in your organisation?

Source: Web Video Marketing Council

34

Majority use Still Frame and Play button

35

Open Rate Retired as a Business Metric

38

Recency (Open Reach) not Open Rates
Monthly Campaign
Size

Open Rate

Click Rate

Opens

Clicks

50,000

15%

5%

7500

2500

Fortnightly Campaigns
Size

Open Rate

Click Rate

Opens

Clicks

50,000

12%

4%

6000

2000

50,000

12%

4%

6000

2000

12000

4000

Totals

39

Gmail Tabs – The Verdict

Source: ReturnPath

42

Summary – questions please!
 Follow me on Twitter @tawatson
 Email me at twatson@zettasphere.com
 Email Marketing tips
www.zettasphere.com/signup
 Open Reach Whitepaper
 http://www.zettasphere.com/the-problem-withclassic-email-campaign-metrics/

44

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

Insurers' journeys to build a mastery in the IoT usage

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Email marketing trends 2014

1. Email Marketing Trends 2014 Tim Watson Email Marketing Consultant Zettasphere Ltd Six Trends to follow and use to increase the value of Email Marketing Digital Marketing Priorities 2014 Brought to you by:

2. Recommended channel hub page: www.smartinsights.com/email-marketing

3. About me 3

4. Poll: How will your Email Marketing budget change in 2014?  Decrease budget proportion on email marketing  Keep spend proportion unchanged  Increase proportion on email marketing 4

5. TREND 1 – MORE EMAIL 5

6. Year on Year Trend Continues Up 6

7. Achieving Acceptance of Increased Pressure  Targeting - based on behaviour  Trigger Emails  Blended Automation 7

8. Behaviour Driven Content 8

9. Real Time Geo-target Behaviour Click rate increase 80% over previous year campaign Source: Moveableink 9

10. Basket Abandon 10

11. Amazon Browse Abandon Source: Zettasphere 11

12. Category Browse Abandon Source: MarketingSherpa 12

13. Triggered by App Use 13

14. Blended Automation 1 2 3 14

15. Publishers monetize ‘Google like’ Ads in email Source: LiveIntent 15

16. TREND 2 – OFFLINE GETS DIGITAL 16

17. Poll: Are You Involved in Offline Activity?     We don’t have any offline activity I’m not involved in offline Involved as stakeholder Have responsibility for offline 17

18. Emailed Receipts Almost 40% of in-store customers walk out with an electronic receipt Source: Yreceipts 18

19. Hawkin’s Bazaar Capture Customers Source: emocial 19

20. SMS-2-Subscribe 3.3x more email addresses than publishing a URL Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/ Source: Zettasphere 20

21. TREND 3 – MAJORITY MOBILE 21

22. 9 minutes spent daily on email using a mobile device. 7.6% of the total 119 minutes of phone use per day. O2 – “Mobile life report” UK (2013)     Population 6.9 billion PCs 1 billion TVs 2 billion Mobiles 5 billion 22

23. Email Client Share of Opens 30% 25% 20% 15% 10% 5% 0% Source: October 2013 emailclientmarketshare.com 23

24. Device Habits How do you buy something you saw in an email on your phone? Source: DMA UK Email Tracking Report 2013 24

25. 1: Skinny 25

26. 2: Scalable Desktop Mobile 26

27. 3: Responsive 27

28. Responsive Possibilities  Hide content on a mobile  Change font sizes  Change email width  Resize images  Re-stack row modules into columns  Re-stack horizontal navigation links into vertical button panel 28

29. New Tricks Static call to action Source: CampaignMonitor 29

30. Is it Worth it? Split test of 12 brands of same creative/offer. True test of responsive vs. non-responsive Client Sector Mortgage Education Education Cash Advance Cash Advance Health Insurance Credit Card Credit Card Credit Card Retailer eRetailer Online Dating Responsive Click Rate Uplift 23% 15% 6% 8% 7% 12% 3% 6% 20% -2% 2% 5% Average 8.75% increase Source: Zetainteractive mobile strategy 30

31. Ensure a Safe Landing Mobile orders up 98%, Conversions 20% 31

32. Poll: How Mobile are Your Emails?      Not necessary for us Work fine as they are Plan to re-design for mobile in Q1 Re-design low priority for us currently Have been specifically re-designed 32

33. TREND 3 - VIDEO 33

34. Video How effective is video email marketing in your organisation? Source: Web Video Marketing Council 34

35. Majority use Still Frame and Play button 35

36. Personalised Video 36

37. TREND 4 – OPEN RATE RETIRES 37

38. Open Rate Retired as a Business Metric 38

39. Recency (Open Reach) not Open Rates Monthly Campaign Size Open Rate Click Rate Opens Clicks 50,000 15% 5% 7500 2500 Fortnightly Campaigns Size Open Rate Click Rate Opens Clicks 50,000 12% 4% 6000 2000 50,000 12% 4% 6000 2000 12000 4000 Totals 39

40. TREND 5 – INTELLIGENT INBOXES 40

41. Can They Make Email Better? 41

42. Gmail Tabs – The Verdict Source: ReturnPath 42

43. One Thing NOT to Worry About 43

44. Summary – questions please!  Follow me on Twitter @tawatson  Email me at twatson@zettasphere.com  Email Marketing tips www.zettasphere.com/signup  Open Reach Whitepaper  http://www.zettasphere.com/the-problem-withclassic-email-campaign-metrics/ 44

Email marketing trends 2014

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