What are the biggest opportunities for digital marketers and what should you consider when deciding tactical priorities? Sean shared highlights from this year's Email Marketing Industry Census and some inspiring case studies to help you get ahead in 2018.

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2017 Trends in Email
Marketing

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Seán Donnelly
Senior Research Analyst
sean.donnelly@econsultancy.com
@seanog1982

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Agenda
1.Context
2.Email effectiveness
3.Personalisation
4.Optimisation
5.Integration
6.Automation
https://econsultancy.com/reports/email-census

4. http://chiefmartec.com/2016/11/martecs-law-great-management-challenge-21st-century/
'The great management
dilemma of the 21st century
is the relationship between
these two curves: technology
is changing faster than
organizations can absorb
change'
- Scott Brinker
Era of exponential change

5. Email effectiveness

6. Who said email is old fashioned?
• 2.9bn users by 2019 with
246bn emails
• 76% of consumers see email
as ‘best channel’ for receiving
information
• 42% check email in the
bathroom

7. 73% of marketers say
that email marketing
offers an “excellent”
or “good” ROI.

8. Email reigns supreme for ROI

9. Under investment persists…

10. …despite obvious returns for sophisticated approaches.
Cross-tabulation of responses for ‘Which practices are part of your email
marketing efforts?’ (advanced segmentation) and ‘How do you rate the following
channels (email marketing) in terms of return on investment?’
Tweet @adestra / @Econsultancy

11. Personalisation

12. Relevant
emails drive
18 times more
revenue than
broadcast
emails.
Source: Email Today and Tomorrow

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15. And yet…

16. 15%
18%
24%
26%
26%
28%
32%
33%
33%
33%
36%
41%
42%
45%
49%
57%
73%
80%
19%
24%
39%
27%
21%
34%
32%
43%
22%
37%
24%
28%
27%
22%
20%
24%
19%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Dynamic social feeds
Lead scoring
Behavioural targeting (based on web activity)
Dynamic email content (live listings / availability)
Promoting customer ratings and reviews
Lifecycle programmes
Lead nurturing
Advanced segmentation
Location-based email content
Content personalisation (beyond just name)
Multichannel triggers (e.g. sales call)
Use of video content
Re-marketing
Use of transactional emails for marketing
Encouraging sharing of content on social networks
Regular list cleansing
Optimising email for mobile devices
Basic segmentation
We do this Planning this

17. Challenges in implementing personalisation
1. Integrating data
2. Lack of resources
3. Time

18. Optimisation

19. • 66% using
responsive email
templates
• 50% creating
responsive
landing pages

20. Is the secret to mobile marketing email?
• Designed for mobile
• High engagement
• Works with any OS
• Quick and easy to customise
• You own your mailing list
• Great channel for AI

21. 50% consumers delete
email if it is not
formatted properly for
mobile
Source: 2016 Consumer Views of Email Marketing

22. Less than a third are optimising…
• Content personalisation (beyond name)
• Advanced segmentation
• Location based content
• Lead nurturing
• Lifecycle programmes
• Behavioural targeting (based on web
activity)
• Lead scoring

23. Barriers to device optimization success

24. Automation

26. 67% of marketers report
success in implementing
automated email.

27. Most important attributes of an email
technology provider?

28. Thinking strategically

29. Who said email is
old fashioned?

31. 63% of Executives identify
Customer Experience as a
strategic priority for 2017”
Econsultancy
Digital Trends 2017
https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/

32. Responsibility for email marketing…

33. An introduction to Econsultancy
• AI as a service
• AI will permeate all aspects of
marketing
• Marketers expected to take the
lead in how AI is adopted by
organisations
Democratisation of
Artificial Intelligence

34. Artificial Intelligence

35. GDPR and Data Privacy

36. MarketingExpertise
The modern marketer

37. Thank You
Seán Donnelly, Senior Analyst, Econsultancy
Sean.donnelly@econsultancy.com
@Seanog1982
Read the report:
https://econsultancy.com/reports/email-census

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Resources
• The Fundamentals of Email Marketing.
Available from: https://www.econsultancy.com/reports/the-fundamentals-of-email-marketing
• Email Marketing Industry Census 2017, In Association with Adestra. Available from:
https://econsultancy.com/reports/email-census
• NakedWines.com achieves a 40% conversion rate with its highly personalised email campaign.
Available from: https://econsultancy.com/case-studies/nakedwines-com-achieves-a-40-conversion-
rate-with-its-highly-personalised-email-campaign
• The NSPCC uses automation to successfully boost email engagement and recapture abandoned
donations.
Available from: https://econsultancy.com/case-studies/the-nspcc-uses-automation-to-successfully-
boost-email-engagement-and-recapture-abandoned-donations

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