DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
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Key note presentation reviewing upcoming trends in email marketing for 2011, including a focus on attribution and email’s ability to keep a marketer’s brand top-of-mind far beyond the initial send date and a look at the growth of mobile email and its potential to affect conversion rates.
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DMA Email Lifecycle Events 2011: Conversion - Email Marketing Trends in 2011
- 1. Upcoming Trends in 2011: Conversion Riaz Kanani Marketing Director, Alchemy Worx
- 5. Banner PPC Email SEO Purchase +2 days +8 days +1 days Which channel converted the sale?
- 6. 87% of marketers/agencies misattribute credit
- 7. Why?
- 8. Relax..
- 12. MOBILE EMAIL
- 15. Source: Litmus, March 2011
- 16. Smartphone OS Share 2015
- 19. @alchemyworx @riazkanani [email_address] 020 7025 2112 Thank You. Questions?
Editor's Notes
- The branded channels often get ignored – banners are the obvious candidate – but there is a definitive brand impact from email.
- According to Forrester Research, about 87% of marketers and 85% of agencies misattribute credit: They either attribute all credit to the last touch point or have no way of attributing the credit in a meaningful manner.
- Huge amounts of data delivered to marketers Bringing it all together is difficult Different business needs mean unique attribution models so slow uptake not surprising
- Relax.. Tools are on the market today – like Sitetagger and Tagman. In the meantime, lets drill into the brand effects of email and why email is performing better than you think.
- (Blue line is emailed but did not open) Conversion driven by email and yet they did not open the email.. This goes further – especially for branded purchases. By placing your email in front of the recipient, opened or not, a brand impression has registered. The trick of course is to maximise frequency without causing an increase in unsubscribes.
- Regular emailing whether opened or not can mean inclusion in the final shortlist or an impulse buy at the supermarket – B2B marketers have known this for years. So frequency is important. Unopened emails are important. Grow your list first – you can only trigger messages if you know the email address Increase frequency whilst maintaining unsubscribes means using the right triggers
- Lots of different types of triggers – not forgetting the “weekly” newsletter itself
- Variance in mobile usage based on your own list
- Iphone still big but..
- Things are not constant however..