Adestra and Econsultancy present the tenth anniversary edition of the Email Marketing Industry Census. More than 1,100 in-house and agency marketers contributed their view on email marketing performance, results, return on investment (ROI) and strategies covering topics like mobile, automation, personalisation, data and the future of the channel. Join us for an in-depth discussion of some of the key highlights including: Email tops SEO for ROI, but investment is still lagging Personalisation and advanced segmentation remain a challenge Mobile optimisation tactics and challenges Email automation success is growing, but it’s slower than expected Data management and EU GDPR

1. Copyright © Econsultancy
Email Marketing Industry Census 2016
@Econsultancy @Adestra

2. Meet the speakers
Jim Clark
Research Director at
Econsultancy
@JimClark99
Steve Denner
COO at Adestra
@steve_adestra

3. Now in its 10th Year, published this month…

4. What we’re covering today
• Email effectiveness
• Personalisation
• Mobile
• Email automation
• Data management
4@Econsultancy @Adestra

5. CONTEXT
5

6. In the time it took you to read this sentence,
20 millionemails have been sent

7. Trends in time spent on email
Source: DMA Email Tracking Report 2014
1.74
1.88
1.81
1.985
2.065
2.015
1.5
1.6
1.7
1.8
1.9
2
2.1
Mar-10 Aug-10 Jul-11 Aug-12 Aug-13 Sep-14
Numberofhours
Average time spent on email at home

8. Adestra’s 2016 Consumer Study

9. EMAIL EFFECTIVENESS
9

10. 73% of marketers say
that email marketing
offers an “excellent”
or “good” ROI.

11. Email is level pegging with SEO
@Econsultancy @Adestra

12. Correlation between marketing budgets & sales
@Econsultancy @Adestra

13. PERSONALISATION
13

14. 79% of companies using basic segmentation
24%
33%
37%
79%
38%
42%
36%
38%
25%
27%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Behavioural targeting (based on web activity)
Advanced segmentation
Content personalisation (beyond just name)
Basic segmentation
We do this Planning this We don't do this
@Econsultancy @Adestra

15. Marketing Technology Landscape Growth

16. Penguin Random House

17. Linking web analytics to email analytics

18. Ability to personalise email campaigns
18
16%
34%
25%
25%
16%
46%
30%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
We / they are not yet working towards this
We / they are in the early stages of implementing
personalisation in our / their email campaigns
We / they have most of the technical capabilities, but we /
they need to fine-tune the integration and our / their execution
We / they can send emails based on individual activities and
preferences throughout the funnel at scale
Company respondents Agency respondents
@Econsultancy @Adestra

19. 64% OF MARKETERS
WOULD LIKE TO DO
BETTER
PERSONALISATION

20. MOBILE
20

21. Influence of mobile cannot be ignored
@Econsultancy @Adestra

22. 36%
50%
56%
61%
76%
26%
27%
20%
27%
15%
38%
23%
24%
13%
9%
Use of transactional emails for marketing
Regular list cleansing
Sharing of content on social networks
Optimising email for mobile devices
Basic segmentation
We do this Planning this We don't do this
Top five email marketing practices
@Econsultancy @Adestra

23. Evolution of mobile v desktop email opens in 2015

24. Evolution of mobile v desktop email conversions in 2015

25. Bags ETC.

26. Strategy for optimising email for mobile
• Majority (65%) of
client-side marketers
claim a moderate to
basic strategy.
• Only a fifth (21%)
claim their approach is
‘very advanced’ to
‘quite advanced’.
26
Very
advanced,
4%
Quite
advanced,
17%
Moderate,
30%
Basic,
35%
Non-
existent,
14%
@Econsultancy @Adestra

27. Selected strategies for optimising email for mobile
27
26%
39%
41%
44%
55%
62%
12%
28%
26%
31%
55%
52%
8%
25%
20%
23%
52%
39%
0% 10% 20% 30% 40% 50% 60% 70%
Thinking ‘mobile first’, everything we do is optimised for mobile
Mobile-optimised subject lines (key message in the first 30
characters)
Mobile-optimised landing pages
Adapted email template to have mobile-friendly CTAs
Adapted email design to have a simpler template that renders well on
all devices
Created a mobile responsive email template
2014 2015 2016
@Econsultancy @Adestra

28. AUTOMATION
28

29. Top Five Automated tactics
35%
29%
30%
40%
46%
18%
23%
25%
37%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Content downloaded (e.g. product information or white paper)
Abandoned basket
Lapsed customers
Automated response to website visit / sign-up
Subscription or sign-up to website
Company respondents Agency respondents
@Econsultancy @Adestra

30. • 54% of companies
cite “marketing
automation” as
something that they
can’t currently do to
their satisfaction
@Econsultancy @Adestra

31. TRUPRINT
@Econsultancy @Adestra

32. Success with automation
4%
47%
49%
7%
54%
39%
7%
55%
38%
0%
10%
20%
30%
40%
50%
60%
Very successful Quite successful Not successful
2014 2015 2016
@Econsultancy @Adestra

33. Many barriers exist…
15%
15%
16%
21%
25%
27%
37%
40%
43%
15%
21%
19%
26%
24%
27%
36%
36%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Lack of budget
Lack of skills
Organisational buy-in
Technology shortfall
Understanding where to focus
Establishing processes and rules
Integrating data
Lack of resources
Finding time to make it happen
2015 2016
@Econsultancy @Adestra

34. THE FUTURE OF EMAIL
34

35. Innovating in 2016
35
15%
9%
15%
22%
35%
40%
44%
46%
7%
9%
12%
20%
40%
46%
52%
66%
0% 10% 20% 30% 40% 50% 60% 70%
None of the above
Experimenting with different interfaces (smartwatches, IoT
etc.)
Delivering email content through messaging apps
Using the email address as an identifier on external
platforms
Mobile-optimised customer journey (includes email and
websites)
Using automation to enable one-to-one communication
Greater use of dynamic elements (video content, GIFs,
countdown clocks etc.)
More creative uses of behavioural triggers
Company respondents Agency respondents
@Econsultancy @Adestra

36. Impact of EU data law on approach to email
What is the EU General Data Protection Regulation (GDPR) & why should you care?
https://econsultancy.com/blog/67540-what-is-the-eu-general-data-protection-regulation-gdpr-why-should-you-care/
36
31%
22%
18%
29%
24%
29%
13%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
We / they were not aware of any legal changes that
might affect our / their activities
We / they are in the process of reviewing our / their
current activities in light of data privacy law changes
We / they have already made the changes necessary
to remain compliant
Our / their practices were already compliant with EU
law changes
Company respondents Agency respondents

37. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or
mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in
writing from the publisher. Copyright © Econsultancy.com Ltd 2014.
Thank you

38. 11 May 2016