tag:www.econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2016-04-22T11:30:00+01:00 tag:www.econsultancy.com,2008:BlogPost/67773 2016-04-22T11:30:00+01:00 2016-04-22T11:30:00+01:00 10 funky digital marketing stats from this week Ben Davis <h3>YouTube ROI is higher than TV in 77% of campaigns</h3> <p>This research was widely reported this week; Google's latest attempt to lure TV ad spend to <a href="https://econsultancy.com/blog/66784-five-tips-to-maximise-time-spent-with-online-video/">online video</a>.</p> <p>A meta-analysis of 56 case studies across eight countries showed that advertising on YouTube delivered a higher ROI than TV in 77% of cases.</p> <p>Looking in-depth at 17 of these case studies, 80% were recommended to more than double spend on YouTube ads.</p> <p>The research was carried out with a range of partners, the following carried out by Kantar Worldpanel using media mix modelling:</p> <ul> <li>Mars UK ran a Snickers campaign in summer 2015. Testing the mix of TV and online video activity in order to maximise in-store sales, the results showed that YouTube delivered more than double the ROI of TV for each pound spent.</li> <li>Danone’s French campaign for Danette desserts saw an ROI two to three times higher for YouTube than TV for every Euro spent. 7% of the sales were attributable to the online video activity.</li> </ul> <h3>Brits are 63% more likely to open an email with an emoji</h3> <p>Mailjet's research was conducted on a 15,000 strong sample of its database.</p> <ul> <li>In the US, the average increase in open rate from <a href="https://econsultancy.com/blog/66399-can-emojis-in-page-titles-increase-google-ctrs">emojis</a> drops to 43%.</li> <li>'Face with tears of joy' was the most successful emoji, generating an open rate of 41%.</li> <li>Average open rates fell by 11% among French recipients, showing that perhaps emoji are not the answer to every problem.</li> </ul> <p>At time of going to press, I don't have the raw data or methodology for this study, so although it's an interesting topic, you'll have to watch this space for a link.</p> <p><em><img src="https://assets.econsultancy.com/images/0007/4203/word.png" alt="word of the year" width="500"></em></p> <p><em>It would seem 'face with tears of joy', the Oxford English Dictionary word of the year, may also be an effective marketing weapon.</em></p> <h3>Cost of poor content</h3> <p><a href="http://www.shotfarm.com/product-information-report/">Shotfarm</a> has produced a report on product information, looking at how product content affects online sales.</p> <p>The survey of 1,500 consumers revealed the following:</p> <ul> <li>78% of consumers said product information is very important when making a purchase decision.</li> <li>42% of consumers have returned an online purchase in the past year due to poor product content.</li> <li>56% of consumers have abandoned their online shopping cart due to poor product descriptions or low-quality images.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4215/Screen_Shot_2016-04-22_at_08.37.54.png" alt="shotfarm product report" width="615"></p> <h3>33% of marketers admit company culture is a barrier to digital investment</h3> <p>Econsultancy's <a href="https://econsultancy.com/reports/marketing-budgets-2016/">Marketing Budgets Report 2016</a>, sponsored by Oracle, includes some fascinating data from the seventh year of the study.</p> <p>72% of the 500 marketing and agency respondents said they would be increasing digital marketing budgets in 2016. This was slightly down on last year (79%).</p> <p>Other findings include:</p> <ul> <li>16% are decreasing paid media spend, compared to 9% in 2015.</li> <li>33% of marketers admit company culture is a barrier to digital investment.</li> </ul> <p>The chart below shows how 2016's respondents seem to be less confident in a number of areas including working towards cohesive customer experiences, breaking down internal silos, achieving boardroom buy-in and innovating.</p> <p>On the brighter side, 54% are planning to recruit more people into their digital teams next year (compared to 51% last year).</p> <p><img src="https://assets.econsultancy.com/images/0007/3923/Screen_Shot_2016-04-13_at_17.43.14.png" alt="marketing spend plans" width="615"></p> <h3>Under 35s account for 55% of mobile searches</h3> <p><a href="http://www.slideshare.net/bingads/seizing-the-mobile-opportunity-uk-mobile-insights-2016">Data from Bing search trends</a> have revealed the following changes:</p> <ul> <li>The number of questions asked on smartphones is growing by over 20% year-on-year.</li> <li>Under 35s account for more than half of smartphone queries (55%).</li> <li>Over 50s continue to dominate searches on tablets (40%).</li> <li>Women currently make six in 10 searches on smartphones and tablets.</li> </ul> <p>The chart below shows which categories see more search share on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/4213/Screen_Shot_2016-04-22_at_08.08.15.png" alt="bing insights" width="615"></p> <h3>86% higher spend on social advertising year-on-year in Q1 2016</h3> <p>Spend on social advertising jumped 86% year-on-year (YoY) in the first quarter of 2016, boosted by a 122% rise in mobile ad spend, according to the latest quarterly global <a href="http://www.kenshoo.co.uk/digital-marketing-snapshot/">data from Kenshoo</a>.</p> <p><a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram ads</a> and Facebook Dynamic Product Ads helped push social spend in the first quarter higher than that of Q4 2015, atypical for the season.</p> <p>In paid search, much of the 13% YoY growth for the quarter came from a 77% increased spend on smartphone ads.</p> <p>98% higher spend on Product Listing Ads (PLAs), generated three times more clicks than a year ago. </p> <p><img src="https://assets.econsultancy.com/images/0007/4212/Screen_Shot_2016-04-22_at_07.54.44.png" alt="social spend" width="500"></p> <p><img src="https://assets.econsultancy.com/images/0007/4211/Screen_Shot_2016-04-22_at_07.55.16.png" alt="search spend" width="500"></p> <h3>eBay.co.uk Spring spending</h3> <p>eBay Advertising sent me some stats about purchases on eBay.co.uk in May 2015, when it seems home improvement is in order.</p> <ul> <li>8m purchases were made in the Home, Furniture and DIY category - three purchases every second.</li> <li>Shoppers made 26 searches per minute for “sofa” in May 2015.</li> <li>1.4m were made in the Garden and Patio category, when searches for “BBQ” peaked at over 300,000.</li> </ul> <h3>Smartphone sales growth 101% in UK, tablets just 6%</h3> <p>The <a href="https://www.uk.capgemini.com/news/uk-news/imrg-capgemini-e-retail-sales-index-online-retail-sales-growth-rate-doubles-in-first">IMRG Capgemini e-Retail Sales Index</a> looks at ecommerce in the UK. Its Q1 2016 results revealed the following:</p> <ul> <li>15% YoY growth for Q1, over double the growth in Q1 2015 (excluding travel).</li> <li>Smartphone sales growth (101% YoY) far outstripping that of tablets (6%).</li> <li>Average basket value (ABV) increased from £77 (Q1 2015) to £81 (Q1 2016).</li> <li>The Home and Garden sector saw its highest increase (26%) since February 2014. </li> </ul> <h3>Mobile responsible for majority of traffic to top 25 UK retail sites</h3> <p>The majority of visits to the top 25 UK online retailers in Q1 2016 came via mobile (2m) as opposed to desktop (1.6m). A pattern also seen in Q4 2015.</p> <p>Very.co.uk recorded the highest mobile share (72%), followed closely by New Look (70%) and Argos (69%).</p> <p>Ebuyer.com recorded the highest desktop share (62%) followed by Ocado.com (60%) and ASOS (52%).</p> <p>Traffic sources were as follows:</p> <ul> <li>Direct traffic was responsible for 1.6bn visits (a 42% share).</li> <li>The second highest source of visits came from organic search, 1.05bn visits (29%).</li> <li>Referrals from third party websites (top two being eBay and Hot UK Deals) accounted for 709m visits (19%).</li> <li>Paid search accounted for 134m visits (4%).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4204/Screen_Shot_2016-04-21_at_21.51.48.png" alt="retail traffic q1 2016" width="615"></p> <h3>Ecommerce in Italy</h3> <p>Casaleggio Associati <a href="https://www.casaleggio.it/en/e-commerce/%20">presented</a> Italian ecommerce figures for the tenth year to the Milan Chamber of Commerce.</p> <p>2015 turnover is estimated at 28.8bn euros, putting growth at its highest since 2011.</p> <p><img src="https://assets.econsultancy.com/images/0007/4205/1-Ecommerce-turnover-Italy.jpg" alt="italian ecommerce" width="615"> </p> tag:www.econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li><strong><a title="Marketers in the Boardroom" href="https://econsultancy.com/reports/marketers-in-the-boardroom/">Marketers in the Boardroom</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Channel Marketing Report</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">The Role of DMPs in the Era of Data-Driven Advertising</a></strong></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67746 2016-04-15T10:24:00+01:00 2016-04-15T10:24:00+01:00 10 action-packed digital marketing stats from this week Ben Davis <p>And for more useful data, check out Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a>.</p> <h3>46% of American millennials say it's important that people comment on their holiday snaps</h3> <p>Expedia's <a href="http://futurefoundation.net/wp-content/uploads/2016/04/Expedia-Millennial-Traveller-Report.pdf">Millennial Travel Report</a> has some delicious stats for those that are long in the tooth (and secretly hate millennials).</p> <p>The research surveyed 1,000 people in each of a number of international markets, asking them about vacations and online media.</p> <p>Here are some of the juicy findings:</p> <ul> <li>One in four millennials admit that it is important for people to comment on the holiday photos they post on social media.</li> <li>This rises to almost one in two American millennials (46%).</li> <li>42% of millennials say that their destination choice is influenced by others' holiday photos on social media.</li> <li>This is particularly true in America, where the proportion rises to 50%.</li> </ul> <p>Bleeding-edge technology is also of definite interest in the holiday market to millennials:</p> <ul> <li>Nearly 50% of millennials would like to use <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality/">virtual reality to discover new holiday destinations</a>.</li> <li>68% would use a smart suitcase connected to the internet, trackable using a smartphone app.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3971/Screen_Shot_2016-04-15_at_08.18.58.png" alt="millennials holidays" width="450"></p> <p><img src="https://assets.econsultancy.com/images/0007/3970/Screen_Shot_2016-04-15_at_08.19.36.png" alt="millennials holidays" width="450"></p> <h3>12% of PRs have no idea about advertising codes of conduct</h3> <p>A survey of 500 PR and marketing experts <a href="https://blog.takumi.com/takumi-s-position-on-the-cap-post-guidelines-cff3917aeb3d#.jethh7d8w">by Takumi</a> found that just 37% fully adhere to the the UK’s official advertising code.</p> <p>The fairly shocking findings include:</p> <ul> <li>12% had no idea what the CAP code of conduct is.</li> <li>Of those familiar with the recommendations, over a third (34.7%) choose not to adhere to it due to a lack of understanding or a reluctance to be transparent about paid-for content.</li> </ul> <p>Results differed sharply between smaller businesses (50-100 employees) and large brands (over 500 employees).</p> <ul> <li>When working with influencers, 50% of those surveyed in smaller businesses openly admitted they don’t fully comply with the CAP guidelines.</li> <li>For large brands, this drops to 20%.</li> </ul> <p>The survey also showed that marketers expect a lot from influencers: </p> <ul> <li>Nearly three quarters (72.7%) of marketers expect influencers to participate in brand campaigns for free in exchange for product or credit.</li> <li>19% have promised influencers paid work later down the line in return for their efforts.</li> <li>The average spend among those that do pay is £800 per post, with 12.5% paying over £1,000 for a single photo.</li> <li>The average total campaign spend is nearly £6,000 run seven times a year.</li> </ul> <p><em>For more on this topic, see our <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of the Influencers </a>report.</em></p> <p><em><img src="https://assets.econsultancy.com/images/resized/0007/1082/the-rise-of-influencers-report-full.jpg" alt="rise of the influencers" width="500"></em></p> <h3>UK digital adspend grew 16.4% in 2015 to over £8.6bn (the biggest growth in seven years)</h3> <p>There's a whole host of detail on the change in UK digital adspend, found within <a href="http://www.iabuk.net/about/press/archive/digital-adspend-grows-at-fastest-rate-for-seven-years#07IHcy57x7lhPFDA.99">the IAB's latest report</a>.</p> <p>The headline is, of course, big growth (16.4%) but how does that break down?</p> <p><strong>Mobile and video</strong> </p> <ul> <li>Mobile accounted for 78% of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn (30.5% of all digital advertising).</li> <li>Video ad spend overall grew 50.7% to £711m.</li> <li>Video spend on mobile increased by 98% to £353m. </li> </ul> <p><strong>Content and social</strong></p> <ul> <li>Content and native advertising spend (includes native format ads in social) increased by 49.9% to £776m.</li> <li>Ad spend on social media grew 45% to £1.25bn.</li> <li>This social spend now accounts for 41% of banner/video display ad spend.</li> <li>Over 71% of social media spend goes on mobile.</li> </ul> <p><strong>Display by sector</strong> </p> <ul> <li>Display ad spend rose 24.5% year-on-year to reach a 35% share (£3.03bn) of digital ad spend.</li> <li>The share traded programmatically rose from 47% in 2014 to 60% (£1.60bn) in 2015.</li> <li>Consumer goods companies spent the most on banner and video display ads in 2015 (18% of spend).</li> <li>This sector was followed by travel &amp; transport (13.4%) and retailers (13.3%).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3966/Screen_Shot_2016-04-14_at_20.25.47.png" alt="adspend uk" width="615"></p> <h3>PC shipments in Q1 2016 were down around 10% year-on-year (or 6m units)</h3> <p>Gartner and IDC both published their own estimations of PC shipments in Q1 2016. One identified a 9.6% fall and the other 11.3% (apparently conservative estimates, too).</p> <p>The detail from Gartner is as follows. PCs are defined as desktops and portables (laptops, netbooks etc).</p> <p><a href="http://www.gartner.com/newsroom/id/3280626"><strong>Gartner</strong></a></p> <p>Worldwide PC shipments = 64.8m units in Q1 2016.</p> <p>This is a 9.6% decline from Q1 2015 and the sixth consecutive quarter of PC shipments that has seen falling numbers.</p> <p>2007 was the last time (before this quarter) that shipment volume fell below 65m units.</p> <p><img src="https://assets.econsultancy.com/images/0007/3963/Screen_Shot_2016-04-14_at_19.25.19.png" alt="pc shipments gartner q1 2016" width="615"></p> <p><strong><a href="http://www.idc.com/getdoc.jsp?containerId=prUS41176916">IDC</a> vendor market share</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3964/Screen_Shot_2016-04-14_at_19.44.09.png" alt="idc pc vendor market share" width="615"></p> <h3>ASOS profits up 18%</h3> <p>Pre-tax profits are up, at £21m in the six months to February 29th.</p> <p>During that period, Black Friday and Cyber Monday saw record website visitors, with the company processing up to nine orders per second. </p> <p>Total sales rose 21% to £667m, while UK sales grew by 25% to £289.5m.</p> <p>The brand received lots of press coverage over its £2.7m loss in China during this period. ASOS announced it would be pulling out of China (<a href="https://econsultancy.com/blog/67735-five-reasons-asos-is-pulling-out-of-china/">for these reasons</a>).</p> <p><img src="https://assets.econsultancy.com/images/0007/3885/Screen_Shot_2016-04-11_at_16.52.45.png" alt="asos china" width="500"></p> <h3>Data breaches - rise of 85% in number of businesses choosing not to report lost records</h3> <p>Symantec’s <a href="https://www.symantec.com/security-center/threat-report">Global Internet Security Threats Report</a> makes for scary reading:</p> <ul> <li>2015 saw nine mega-breaches and an estimated 429m identities exposed, 23% more than 2014.</li> <li>However, the number of businesses that chose not to report the number of records lost jumped by 85%.</li> </ul> <p>Other key findings include:</p> <ul> <li>1m+ web attacks every day in 2015.</li> <li>43% of all attacks targeted at small businesses in 2015.</li> <li>UK ranked as the most targeted nation for spear phishing attacks.</li> </ul> <p>For more on data fraud, see our recent blog post on <a href="https://econsultancy.com/blog/67718-key-trends-in-online-identity-verification-so-everybody-knows-you-re-a-dog">trends in online verification</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/3967/Screen_Shot_2016-04-14_at_20.32.58.png" alt="data breaches unreported" width="450"></p> <h3>20% of marketers have created an actionable 'single customer view'</h3> <p>That's according to our latest Quarterly Intelligence Briefing: <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a> (in association with Adobe).</p> <p>Other findings include:</p> <ul> <li>23% of respondents have no formal approach to better using data in marketing programmes.</li> <li>8% have a comprehensive data strategy.</li> <li>32% use first-party data to target similar audiences on third-party websites. </li> </ul> <p>The chart below shows further data-driven marketing approaches and the extent to which companies are applying them. </p> <h3> <img src="https://assets.econsultancy.com/images/0007/3914/Screen_Shot_2016-04-13_at_09.19.35.png" alt="single customer view" width="615">  </h3> <h3>Email provides greatest ROI of any digital marketing channel</h3> <p>This week saw the 10th anniversary edition of Econsultancy's <a href="https://econsultancy.com/reports/email-census-2016/">Email Marketing Industry Census</a>, in association with Adestra.</p> <p>Almost three-quarters (73%) of company respondents rated email marketing as ‘excellent’ or ‘good’ when it comes to ROI. This is up from 66% in 2015.</p> <p>Only 5% rate email poor for ROI. This figure is as high as 26% for display advertising.</p> <p>Over the past five years, the survey data shows a correlation between proportion of marketing budget allocated to email and subsequent proportion of sales attributable to email (see the chart below). </p> <p>However, with only 15% of the marketing budget (the proportion going on email in 2016) accounting for 23% of total sales, is email under appreciated?</p> <p><img src="https://assets.econsultancy.com/images/0007/3837/Screen_Shot_2016-04-11_at_15.02.13.png" alt="email deserves investment" width="615"></p> <h3>41% of B2B marketers admit their organisation is not customer-centric</h3> <p>But (more encouragingly) 74% of marketers think they are responsible for the customer experience.</p> <p>These stats come from a <a href="https://www.squiz.net/resources/who-owns-the-customer-journey/Squiz_Customer-Journey-SQ.pdf">survey by Squiz</a> of 150 B2B marketers.</p> <p>Other findings include:</p> <ul> <li>83% of B2B marketers recognise that customer centricity is “very important”.</li> <li>14% have difficulty gaining c-level support.</li> <li>Just 46% of marketers surveyed think other people within their organisation would agree they are responsible for CX.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3965/Screen_Shot_2016-04-14_at_20.08.37.png" alt="survey - cx in b2b" width="450"></p> <h3>According to 32,198 emails, most retailers use boring subject lines</h3> <p style="font-weight: normal;">Parry Malm has written <a href="https://econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines/">another excellent blog post</a> for Econsultancy based on analysis of email subject lines.</p> <p>Phrasee looked at 2,598 retailers across the UK, USA, Canada, and Australia, from January through March. They scored each subject line on five key semantic categories: urgency, friendliness, offbeatness, directness and curiosity. </p> <p>The results (detailed in the chart below) revealed six types of email subject line being sent (go check out the post for further detail).</p> <p>63% of retailer subject lines were lumped together as pretty generic, being very direct, quite urgent, and sounding very similar in tone.</p> <p>Parry argues that retailers aren't doing enough to stand out when it comes to email copy and subject lines.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3877/retailer_subject_lines-blog-flyer.jpg" alt="retailer subject lines" width="470" height="334"> </p> tag:www.econsultancy.com,2008:BlogPost/67739 2016-04-14T12:32:00+01:00 2016-04-14T12:32:00+01:00 According to 32,198 emails, most retailers use boring subject lines Parry Malm <p>I’m in the <a href="https://econsultancy.com/blog/66967-10-trailblazing-tech-startups-that-demand-your-attention/">subject line business</a>. So, it makes sense that my company keeps track of subject lines that brands around the world are sending.</p> <p>We’ve built up one of the worlds’ largest databases of subject lines sent by B2C brands. It is all content that we receive in our inboxes after signing up on retailers’ websites, so it’s all public domain (no confidences are being broken, don’t worry!)</p> <p>We took 32,198 randomly-selected subject lines from major global retailers and ran them through Phrasee Pheelings, a sentiment analysis engine we built specifically to quantify the semantic makeup of subject lines.</p> <p style="color: #333333;"><img src="https://assets.econsultancy.com/images/0007/3882/email_overload.gif" alt="" width="250" height="142"></p> <p><strong>Note</strong>: In this analysis, we decided to not look at individual word frequency, as from a linguistic standpoint this is suboptimal. Why is this?</p> <p>Take these two subject lines:</p> <ol> <li>Our <strong>new</strong> products suck big time and only idiots buy them.</li> <li>Our <strong>brand new</strong> products suck big time and only idiots buy them.</li> </ol> <p>If you only look at individual words, some people would tell you that the second subject line is better than the first, because “brand new” is a better phrase than “new.”</p> <p>But – the entirety of the subject line sucks big time and only an idiot would use either. So knowing that one word is better than another really doesn’t help you, as it doesn’t consider context or sentiment.</p> <p>(Editor's note: the author's own example subject lines were 'sanitised' significantly here...).</p> <p>Also, I’ve already done that sort of research a <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell/">bunch of times</a>, and a bunch of other companies have followed my lead. So, I’m kind bored of it. While perhaps piquing intellectual curiosity, it only tells you part of the story.</p> <p><strong>So instead, we looked at the overarching sentiment</strong> – that is, how humans actually interpret the language in full, not just word-by-word – and compared subject lines from 2,598 retailers across the UK, USA, Canada, and Australia, from January through March.</p> <h3>Spoiler alert: Most retailers use very similar language in their subject lines</h3> <p>A quick word on the methodology:</p> <p>Phrasee Pheelings scores each subject line on five key semantic categories: urgency, friendliness, offbeatness, directness and curiosity.</p> <p>These were derived from a factor analysis of over 20 emotions, which statistically converge on these five categories.</p> <p>Why not measure more, say 15 or 17 or 19? Well, take ‘Urgency’ and ‘Fear of Missing Out’, for example. They have huge semantic – and statistical – crossover, so ranking both makes no sense.</p> <p>The same goes for many other emotions. Measuring more doesn’t add statistical or semantic value, it just adds confusion and complicated charts that mean nothing.</p> <p>We then took all the quantified semantic results and ran a variety of statistical methods to understand the nature of the data. One of these methods included a K-Means Cluster Analysis, which is how you find common subsets within a dataset.</p> <p>We then used this cluster analysis to find similarities and differences that exist within the data.</p> <p style="color: #333333;"><img src="https://assets.econsultancy.com/images/0007/3866/Nerds.gif" alt="" width="500" height="272"></p> <h3>The most common types of retailer subject lines are:</h3> <p style="color: #333333;"><img src="https://assets.econsultancy.com/images/resized/0007/3877/retailer_subject_lines-blog-flyer.jpg" alt="" width="470" height="334"></p> <h3>What are the individual clusters?</h3> <p><strong>Cluster 1 - Very direct, very urgent.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3941/Screen_Shot_2016-04-14_at_12.00.15.png" alt="" width="500"></p> <p>Example: </p> <blockquote> <p>5 for £100 Shirts - 48 HOURS ONLY</p> </blockquote> <p>Very direct, very urgent. It's a generic message, and could be for any brand out there, so it doesn't build your brand at all. Helps with short-term sales lifts, but in long run trains customers to only purchase when a sale is on. </p> <p><strong>Cluster 2: Very direct, less urgent.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3940/Screen_Shot_2016-04-14_at_12.00.23.png" alt="" width="500"></p> <p>Example:</p> <blockquote> <p>Exclusive New Season UNDER £100, and many more offers for you</p> </blockquote> <p>Very direct, less urgent, and once again devoid of brand voice. Likely delivers less of a short-term sales uplift, but may get customers who are already in "buying mode" to move on their impulse.</p> <p><strong>Cluster 3: Descriptive, but 'blah'.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3939/Screen_Shot_2016-04-14_at_12.00.30.png" alt="" width="500"></p> <p>Example:</p> <blockquote> <p>Free Delivery on orders over £30</p> </blockquote> <p>Descriptive, and devoid of humanness. Will interest some a bit of the time, but mostly not. When repeated, turns into one big, repetitive blah.</p> <p><strong>Cluster 4: Evokes interest.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3938/Screen_Shot_2016-04-14_at_12.00.36.png" alt="" width="500"></p> <p>Example:</p> <blockquote> <p>The pastel pieces you need now</p> </blockquote> <p>Evokes interest in what's coming. For specific product ranges, will generate interest.</p> <p><strong>Cluster 5: Ambiguous, but benefit-driven.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3937/Screen_Shot_2016-04-14_at_12.00.42.png" alt="" width="500"></p> <p>Example:</p> <blockquote> <p>Clothes worth making a *lot* of noise about</p> </blockquote> <p>Ambiguous, but benefit-driven. When offering a wide product set, will enter people into information-seeking phase of buying process.</p> <p><strong>Cluster 6: Benefit-led and human.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3936/Screen_Shot_2016-04-14_at_12.00.49.png" alt="" width="500"></p> <p>Example:</p> <blockquote> <p>Dry your laundry whatever the weather!</p> </blockquote> <p>Pure benefit-led, and human-sounding. If you are facing a specific problem, this will solve it. Perfect for interest generation. </p> <h3>63% of retailer subject lines are generic, and they're losing brand value - and sales - as a result</h3> <p>The vast majority of the subject lines in the data set are very direct, quite urgent, sound very similar… and could be sent from pretty much any brand.</p> <p>That is fine if your brand’s voice is generic – but it’s not. (If your brand’s voice is generic, stop reading here).</p> <h3>Why are most subject lines so generic? There are numerous reasons:</h3> <p><strong>1.</strong></p> <p>Many email marketers benchmark their subject lines on what their competitors are doing. They’ll see something and go, “Oh I like that!” and write something similar.</p> <p>But then, the market converges upon a mean of boring, samey-samey sounding subject lines. And consumers switch off, because there’s no linguistic differentiation between competitive actors in the marketplace. So subject lines just become one big blah.</p> <p><strong>2.</strong></p> <p>If you’re an email marketer you’ll know what I’m talking about here; writing a subject line that strays from the status quo is difficult – for both political and fear-aversion reasons.</p> <p>Political because often the subject lines need to get signed off by other people who are risk-averse; and fear-aversion because what if your subject line sucks? So people just do what they’ve always done, thus perpetuating the status quo.</p> <p><strong>3.</strong></p> <p>Quite often, the writing of the subject line is left till the last minute. And in the panic to get the email out, there isn’t enough thought put into what it should be.</p> <p>This results in a lack of creativity, and the perpetuating of boring, samey-samey sounding language. This is surprisingly common, as <a href="https://econsultancy.com/blog/65885-how-304-email-marketers-split-test-their-subject-lines-spoiler-alert-it-s-usually-badly/">this study</a> indicates.</p> <p><strong>4.</strong></p> <p>People simply don’t like writing subject lines. Many email marketers spend more time on the data, or making the inside of the email look beautiful, or whatever else.</p> <p>Both of these things matter – a lot – but if no one opens your email in the first place, then it’s all a waste of time.</p> <p><strong>5.</strong></p> <p>If you’ve been writing subject lines for your brand for a while, then you’ll know how hard it is to keep coming up with new ways to ostensibly say the same thing.</p> <p>And even the most creative copywriters in the world have off days. So if your email goes out today, and you’re having a particularly uncreative day, the easiest solution is just to settle on something boring. </p> <h3>If you don’t care about your brand, then use subject lines like these:</h3> <p>Here’s a couple subject lines that were mentioned on Twitter (not by us!) as being mega spammy:</p> <p style="color: #333333;"><img src="https://assets.econsultancy.com/images/resized/0007/3879/spam_subject_line_image-blog-flyer.png" alt="" width="470" height="213"></p> <p style="color: #333333;"><img src="https://assets.econsultancy.com/images/resized/0007/3880/spam_subject_line_image_2-blog-flyer.png" alt="" width="470" height="178"></p> <p><strong>Ouch</strong>. When your subject lines are being publicly shamed, that’s bad times, amirite?</p> <p>Whoever is signing off these Argos lines, can I humbly suggest you consider an alternative linguistic pattern? You may be getting a few more sales in the short run, but in the long run it’s just going to alienate your customer base. </p> <h3>Interesting stuff! But hey, what does this analysis mean for me?</h3> <p>Your subject line is critical from two standpoints:</p> <p>1) increasing short-run response rates; and 2) improving long-run brand perception.</p> <p><strong>The above data indicates that most email marketers focus on #1, in a fleeting manner, and ignore #2</strong>.</p> <p>See, if you always send out repetitive “50% off deals unlocked - BUY NOW PLEASE” emails over and over and over, in the short term you’ll get a few more sales. But in the long term, you’ll train your audience to perceive your brand as a perpetual discounter. This means that they’ll learn to only buy from you when there’s a big sale on.</p> <p>Or if you mis-sell, and say things like “You’ve unlocked a deal,” or whatever, like in the twitter examples above, when no deals have been unlocked, it will be detrimental to your brand.</p> <p>This isn’t a good thing. So don’t do it.</p> <p>The key to continued, on-brand success is to continuously and progressively explore the semantic variant space that exists within subject line language. There’s no such thing as boring brands – but there is such a thing as a boring subject line.</p> <p><strong>Stop copying. Stop being boring. Stop following the status quo.</strong> Your customers will thank you with their wallets.</p> <p><strong>You can get your own subject line’s sentiment ranked by Phrasee Pheelings for free <a href="https://phrasee.co/optimise-email-subject-lines-with-phrasee-pheelings-lite/">here</a> (Editor’s note: registration required).</strong></p> tag:www.econsultancy.com,2008:BlogPost/67734 2016-04-12T11:27:00+01:00 2016-04-12T11:27:00+01:00 Three key charts from our 2016 Email Marketing Census Ben Davis <h3>Email atop the ROI charts</h3> <p>Though marketers may seem to have had a love-hate relationship with email as digital has matured, the channel continues to rule the roost for ROI.</p> <p>Almost three-quarters (73%) of company respondents rate email marketing as ‘excellent’ or ‘good’ when it comes to ROI. This is up from 66% in 2015.</p> <p>Only 5% rate email poor for ROI. This figure is as high as 26% for display advertising.</p> <p>Email marketing and SEO (organic search) have vied for the top position in the last three years. This year, email marketing wins by 9% (returning ‘excellent’ or ‘good’ ratings).</p> <p><img src="https://assets.econsultancy.com/images/0007/3836/Screen_Shot_2016-04-11_at_14.49.01.png" alt="roi of marketing channels" width="615"></p> <h3>Email under-budgeted?</h3> <p>On average, organisations in 2016 are spending 15% of their total <a href="https://econsultancy.com/reports/marketing-budgets/">marketing budgets</a> on email (see chart below). Both spend and attributable sales increased on 2015.</p> <p>Over the past five years, the survey data shows a correlation between proportion of marketing budget allocated to email and subsequent proportion of sales attributable to email.</p> <p>Though this is perhaps an obvious relationship, it may show an under-appreciation of the channel. Only 15% of the marketing budget accounts for 23% of total sales.</p> <p>Indeed, <a href="http://www.dma.org.uk/research/email-roi-increases-53-to-ps38-compared-to-2013-thanks-to-new-techniques-and-approaches">DMA research</a> in 2015 calculated an average ROI for email at £38 return for every £1 spend.</p> <p>Kath Pay, Founder &amp; Senior Consultant at Holistic Email Marketing, issued a call to arms:</p> <blockquote> <p>Email marketing as a channel is becoming more advanced and consumers are very happy with it (as verified with the revenue and ROI results), it’s now up to the brands to allocate more budget and resources to this successful revenue-generating channel and see how much more revenue they can gain.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/3837/Screen_Shot_2016-04-11_at_15.02.13.png" alt="budget and sales - email" width="615"></p> <h3>Automatic for the people</h3> <p>Though email solutions are easier than ever to use, there's still a lag in the uptake of <a href="https://econsultancy.com/reports/marketing-automation-buyers-guide">automation</a>, which can be complex or require lots of planning.</p> <p>Relevance is clearly a target for marketers this year, with 34% focusing on 'automated campaigns' in 2016, 24% on 'segmentation' and 22% on 'personalisation'.</p> <p>Five point increases in those planning for 'automated campaigns' and 'personalisation' show these two areas to be burgeoning quickest.</p> <p>Jordie van Rijn, eCRM and Email Marketing Consultant at eMailMonday, emphasised the importance of having a strategy in place to reap the returns on automation:</p> <blockquote> <p>I am not surprised to see a bigger need to focus on automated campaigns and email marketing strategy. Traditionally, these are steps towards the more advanced tiers of email marketing.</p> <p>Automation equals processes and technology, but it depends heavily on the strategy for it to be truly successful.</p> </blockquote> <p>However, for all the attempts to craft content that better suits user need, Tim Watson, Email Marketing Consultant at Zettasphere, warned of a lack of focus on list quality (21%):</p> <blockquote> <p>Rightly, the common element to many of the survey responses, this question included, is the move to more behavioural and automated email.</p> <p>This is for good reason: combining automation and broadcast, and using behaviour to drive both, is the current gold standard for email.</p> <p>However, the focus on list and data quality needs to be higher, it underlies all of email marketing and in my experience does not get enough review and strategic attention.</p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0007/3840/Screen_Shot_2016-04-11_at_15.51.36.png" alt="marketing automation top priority" width="615"></p> <p>The Email Marketing Census is based on an online survey of 1,150 respondents in February and March 2016.</p> <p>The sample included both in-house marketers (66%) and supply-side respondents, including agencies, consultants and vendors (34%).</p> <p>For more on this topic, download the <a href="https://econsultancy.com/reports/email-census-2016/">Email Marketing Industry Census 2016</a>.</p> tag:www.econsultancy.com,2008:BlogPost/67677 2016-03-24T11:33:37+00:00 2016-03-24T11:33:37+00:00 Top 10 digital marketing stats of the week Jack Simpson <p><img src="https://assets.econsultancy.com/images/0007/3294/Screen_Shot_2016-03-24_at_10.24.06.png" alt="A poem about stats" width="650"></p> <p>This week we’re covering – yes – Easter, along with some very juicy numbers around mobile browsing, fake followers, email, adspend and much more. </p> <h3>Mobile visits: Chrome beats Safari by 127%</h3> <p>Google Chrome is a much more popular browser among mobile users than its Apple-branded competitor, Safari, achieving 127% more visits in 2015, according to <a href="http://www.cmo.com/articles/2016/3/17/adi-competition-is-heating-up-for-apple.html">the latest Adobe Digital Index</a>. </p> <p>Other key findings include: </p> <ul> <li>Overall smartphone page views have grown 18% since 2012.</li> <li>Smartphones now account for 76% of all mobile visits. </li> <li>Apple TV’s share of premium video views has dropped 8% since August last year. </li> </ul> <h3>14% of FTSE 100 Twitter followers are fake</h3> <p>A significant number of people following FTSE 100 companies on Twitter are actually <a href="https://econsultancy.com/blog/67531-fake-likes-clicks-followers-in-asia-what-you-can-do-about-them">fake</a>, while 41% of the accounts following them seem to be inactive, according to a new study by Greenlight. </p> <p>Other key findings include: </p> <ul> <li> <strong>Burberry</strong> has the highest proportion of inactive users, at 65%.</li> <li>12% of FTSE 100 companies appear to have 20% or more fake followers.</li> <li>ITV’s corporate account has the largest proportion of fake followers (31%), closely followed by Anglo American (28%), BAE Systems (24%) and Rolls-Royce (24%).</li> <li>Construction firm Berkeley Group has the Twitter community with the highest number of active followers, with almost two-thirds (64%) of users tweeting regularly (though it has to be said the follower count is much lower). </li> </ul> <p><img src="https://assets.econsultancy.com/images/resized/0007/3296/screen_shot_2016-03-24_at_11.29.27-blog-flyer.png" alt="berkeley group" width="470" height="264"></p> <h3>69% of Easter shopping searches will be made by women</h3> <p>Almost three-quarters (69%) of online searches will be made by females in the lead-up to Easter weekend, based on <a href="https://docs.com/bing-ads/9820/uk-easter-insights">2015 data from Bing Ads</a>.  </p> <p>Other key findings include:</p> <ul> <li>60% of all Easter-related retail searches will be made from a mobile device.</li> <li>Easter shopping queries will spike by 500% in the week before the long weekend. </li> <li>More than a third of all Easter searches (35%) will be performed by generation X (35-49 year olds).</li> </ul> <h3>81% of top-performing sales professionals rely on social selling</h3> <p>More than four-fifths of the UK’s best-performing sales and business development professionals rely on <a href="https://econsultancy.com/reports/social-media-and-online-pr-digital-marketing-template-files">social media</a> to help close deals, according to a new survey by LinkedIn. </p> <p>Other key findings include: </p> <ul> <li>98% of top performers consider social selling to be ‘extremely critical’ to their ability to close deals.</li> <li>21% of UK sales and business development professionals spend 5-10 hours on social media each week.</li> <li>69% rated the ability to quickly build trusted relationships as more important than a prospectus willingness to buy when it comes to winning new business.</li> <li>58% of salespeople in medium-sized businesses are using sales intelligence tools (compared to just 34% in small and 46% in large businesses).</li> <li>Millennial women are most likely to be social sellers – 48% of women under 35 agree it enables them to improve relationships with customers and prospects (vs 41% of men).</li> </ul> <h3>5,000 Twitter followers? Two tweets could get you a round of drinks</h3> <p>Consider yourself an <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands">influencer</a>? If you have 5,000 Twitter followers you could earn enough for a round of eight pints (£28.08 on average – although surely not in London) with just two tweets, according to a new infographic by Webfluential that explores how much an influencer’s tweets are worth.</p> <p>Check out the infographic below for more stats:</p> <p><a href="https://assets.econsultancy.com/images/0007/3290/UK_Infographic.png"><img src="https://assets.econsultancy.com/images/0007/3289/Screen_Shot_2016-03-23_at_16.52.13.png" alt="Infographic how much are your tweets worth" width="650"></a></p> <h3>UK SEO jobs decrease by 7%</h3> <p>2016 has seen a 7% year-on-year (YoY) decline in the number of available SEO jobs, in contrast to 2015, which saw an 18% increase, according to new a new salary survey by Conductor. </p> <p>Other key findings include:</p> <ul> <li>Average salary for SEO job titles declined by 6%.</li> <li>UK has the lowest SEO-related salaries on average. </li> </ul> <h3>UK adspend to grow by 9.2% in 2016</h3> <p>Adspend in the UK will grow by almost 10% this year, largely driven by massive increases in mobile advertising, according to new figures from ZenithOptimedia.</p> <p>Other key findings include: </p> <ul> <li>Mobile advertising is forecast to grow by 57% this year.</li> <li>Desktop will decline by 9%.</li> <li>TV is due to grow by 3% this year, after a strong year in 2015 where it grew by 8.5%.</li> <li>Between 2015 and 2018 the global ad market will grow by US$75 billion. China will contribute 25% of this extra ad expenditure, closely followed by the US, which will contribute 24%. The UK comes third, contributing 7%.</li> </ul> <h3>Cost of customers switching due to bad service: £221bn</h3> <p>Customers switching brands as a result of poor customer service costs UK businesses a collective £221bn a year, according to new <a href="http://www.accenture.com/GlobalConsumerPulseResearch%20">a new report by Accenture</a>. </p> <p>Other key findings include: </p> <ul> <li>76% of UK consumers prefer dealing with human than digital channels when it comes to customer services issues.</li> <li>47% of consumers say they are willing to pay a higher price for goods and services if it ensures a better level of service.</li> <li>56% say in-store service is the best channel for getting a tailored experience.</li> <li>36% are more willing to be sold new or upgraded products when receiving a face-to-face service compared to online. </li> <li>32% would rather go to a store first than use digital channels to get advice on the best products and services.</li> </ul> <h3>Email sees 28% YoY growth</h3> <p>The humble <a href="https://econsultancy.com/blog/67644-10-ways-to-reduce-email-unsubscribes">email</a> is still seeing massive growth as a marketing channel, achieving 28% YoY growth in 2015, according to new research by Communicator. </p> <p>Other key findings include: </p> <ul> <li>Automated emails using data to personalise achieve open rates 75% higher than non-recurring emails.</li> <li>Personalised emails in general achieve a 6% higher open rate. </li> <li>36% of all emails sent do not contain any form of personalisation.</li> <li>Average unique open rate has decreased across all sectors.</li> <li>60% of email opens are now on mobile and tablet devices.</li> </ul> <h3>‘On-the-go’ researchers 45% more likely to make a purchase within the hour</h3> <p>Consumers who research products and services on their smartphones while on the go are 45% more likely to make a purchase within the hour than those researching at home, according to <a href="http://de.info.xad.com/location-a-strategic-marketing-imperative">a new study by xAd</a>.</p> <ul> <li>Other key findings include:</li> <li>44% of consumers say their mobile devices are the most essential aid to their purchase decisions.</li> <li>90% of retail transactions still happen in the offline.</li> </ul> <h3>Timely and vaguely relevant stat of the week… </h3> <p>On this day in 1807, the first railway passenger service began in England. Relevant because 209 years later you just know you’re going to be late home tonight.</p> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p> tag:www.econsultancy.com,2008:BlogPost/67673 2016-03-23T14:15:41+00:00 2016-03-23T14:15:41+00:00 Eight intriguing US digital marketing stats from the past week Jack Simpson <p>Here are some of the best US digital marketing stats we’ve seen in the past week or so. </p> <h3>Two-fifths of Americans use their phone on the toilet</h3> <p>Almost two-fifths (38.7%) admit to checking their emails while sitting on the toilet, according to <a href="https://phrasee.co/survey-results-38-7-of-people-check-their-email-when-on-the-toilet-and-61-3-probably-lie-about-it/">a new survey by Phrasee</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/3236/graphs-3.jpg" alt="How many americans use their mobile on the toilet" width="700"></p> <p>Naturally there’s a gender split, with 56.8% of males admitting to using their phones on the toilet vs. only 27.3% of females. </p> <p>The most likely age group to use their phones while ‘taking care of business’ are those aged 18-29, followed by those aged 30-44, although the over-sixties are more likely to do it than those aged 45-59.</p> <h3>Fewer followers yields higher engagement on social</h3> <p><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them">Choosing the right influencers</a> to approach on social media can be a daunting task, but according to <a href="http://www.adweek.com/news/technology/startup-claims-have-cracked-code-measuring-branded-snapchat-photos-and-video-170141">research by Gnack</a>, the influencers with the highest following are not always the most valuable.  </p> <p>Its study found that influencers with fewer than 10,000 followers can have three to five times the engagement levels of somebody with more than 10,000.</p> <h3>Generation Z twice as likely to shop via mobile than millenials</h3> <p>The younger generation are not only digital natives but mobile first, according to <a href="http://www.forbes.com/sites/rachelarthur/2016/03/16/generation-z/#14b4ee244ba4">figures reported by Forbes</a>, quoted from Popsugar at SXSW. </p> <p>Other key findings include:</p> <ul> <li>Gen Z is the most ethnically diverse generation in US history, comprising 47% ethnic minorities (Ziba Design).</li> <li>They watch between two and four hours of YouTube and less than an hour of traditional television per day (Lucky Brand).</li> <li>They’re also twice more likely to use YouTube than Millennials (Lucky Brand).</li> <li>They find email an outdated communications method, and are three times likelier to open a chat message received through a push notification (Kik).</li> </ul> <h3>Facebook adds 1m advertisers in a year</h3> <p>The world’s biggest social network has added a staggering 1m advertisers to its platform in the past year, taking the total figure to 3m, according to <a href="http://www.adweek.com/socialtimes/3-million-advertisers-your-business-story/635174">figures quoted by Social Times</a>. </p> <p>Just six months ago Facebook only had 2.5m advertisers on its network, while a year ago that figure was only 2m. </p> <p>More than 70% of Facebook’s advertisers are outside of the US, with <a href="https://econsultancy.com/blog/67594-digital-marketing-in-singapore-101">Southeast Asia</a> being the fastest-growing region.</p> <p><em><a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">Will Facebook succeed with Messenger Ads</a>?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/2154/Screen_Shot_2016-02-19_at_13.07.37.png" alt="facebook messenger ads" width="615"></p> <h3>87% of retailers will increase mobile advertising budget this year</h3> <p>The vast majority (87%) of retailers plan to increase their <a href="https://econsultancy.com/blog/67331-14-predictions-for-mobile-marketing-trends-in-2016">mobile</a> adspend this year, according to <a href="http://www.retailmenot.com/corp/static/8f455f/filer_public/e1/65/e1658d4f-9b8c-475a-88d0-f86f9a21f1f9/rmn-wp-kelton-030116-web-v2.pdf">a new survey by RetailMeNot</a>.</p> <p>Other key findings include:</p> <ul> <li>59% of retail executives spend less than half of their marketing budgets on digital.</li> <li>Only one in four retail marketers believe they are getting the most out of mobile technology.</li> <li>Almost half of retail decision-makers have not conducted <a href="https://econsultancy.com/blog/66440-three-key-trends-from-our-marketing-attribution-briefing-digital-cream-2015/">marketing attribution studies</a>. </li> </ul> <h3>E-reader use to increase 3.5% this year</h3> <p>Despite the threat of tablets and many people predicting the demise of devices such as the Nook, it’s not all doom and gloom for e-readers.  </p> <p>Research by eMarketer predicts that the number of people using e-readers in the US will increase by 3.5% in 2016, taking the total figure to 86.3m.</p> <p>The tablet market remains much larger, and will grow 4.7% this year by comparison, meaning more than half (51.4%) of the US population will be using a tablet by the end of 2016. </p> <h3>Jazz fans more likely to shop for luxury items</h3> <p>While Jazz only accounted for 1.3% of total music consumption last year, fans of the genre typically spend more on <a href="https://econsultancy.com/blog/67513-how-grey-goose-used-experiential-marketing-to-tell-its-luxury-story">luxury brands and services</a>, according to <a href="http://www.nielsen.com/us/en/insights/news/2016/brands-that-engage-with-jazz-fans-wont-be-left-singing-the-blues.html%20">a new study by Nielsen</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/3237/LouisArmstrong.jpg" alt="Jazz music Louis Armstrong" width="700"></p> <p> Other key findings include: </p> <ul> <li>Jazz fans travel more and show a preference for high-end hotel chains.</li> <li>They are more likely than other music listeners to buy designer jeans and shop at upmarket department stores.</li> <li>Among female jazz fans, specialty cosmetics brands were preferred over the mainstream.</li> <li>In two particular high-spending ad categories, cars and alcohol, jazz fans' choice veered towards imported brands.</li> </ul> <h3>Digital adspend will beat TV by 2017</h3> <p>More will be spent on digital ads than TV ones for the first time in 2017, hitting $77.4bn vs. TV’s $72bn, according to <a href="http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671">eMarketer’s quarterly forecast</a>. </p> <p>Other key findings include: </p> <ul> <li>TV adspend will grow 2.5% this year, compared to 4.5% forecast in Q3 2015, and will continue to grow by around 2% a year.</li> <li>By 2020, TV adspend’s share in the US will drop below one-third of total media adspend for the first time.</li> <li>Total digital adspend will increase 15.4% this year, to $68.82bn.</li> </ul> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p> tag:www.econsultancy.com,2008:BlogPost/67644 2016-03-17T11:22:40+00:00 2016-03-17T11:22:40+00:00 10 ways to reduce email unsubscribes Ben Davis <h3>1. Make it clear what the user is signing up for</h3> <p>There’s a balance to be had between maximising ease of email sign-up and offering the user options for subscription.</p> <p>Giving the user tick boxes to choose from, for example, male or female fashion updates, newsletters or sale alerts, weekly or monthly updates, could potentially decrease conversion of your signup field, even if it stands to increase subsequent engagement of subscribers.</p> <p>What is paramount is that users know they are indeed signing up to receive emails, and understand what these emails will include.</p> <p>The example below is from <a href="https://econsultancy.com/blog/67618-topman-vs-next-who-has-the-best-purchase-journey-ux/">Next</a> and shows a muddled mix of opt-out and opt-in experiences during account registration.</p> <p>All such confusion does is increases the number of people who subscribe in error and then swiftly unsubscribe, unnecessarily blurring engagement rates in your data.</p> <p><em>Next mixes opt-out (not advised) with opt-in.</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2734/screen_shot_2016-03-08_at_10.35.38-blog-flyer.png" alt="next email opt-in" width="470" height="305"></p> <h3>2. Send fewer emails. Send more emails. (i.e. conduct frequency testing)</h3> <p>Testing email frequency is important, and indeed it will be one of the main factors influencing unsubscribe rate.</p> <p>However, there’s a lot to consider when it comes to frequency - implications of engagement levels can be difficult to tease out.</p> <p>For example, users sporadically interact with some services and companies (e.g. we may buy a holiday on average once a year), but that doesn’t mean these companies won't benefit from a branding perspective by emailing every week. Customers, too, may be happy to keep these companies front-of-mind, in preparation for a big annual purchase, or simply on the off chance that an enticing promotion is offered.</p> <p>In <a href="https://econsultancy.com/blog/63904-how-you-can-boost-your-email-re-activation-campaign-s-response-rate">one of Parry Malm’s fantastic email articles</a> for Econsultancy, he discloses positive results for the so-called re-send method, used by MusicRadar.</p> <p>Re-sending a newsletter daily for seven days to non-openers was shown to be advantageous, giving a 255% uplift against control, with greater than 99.9% confidence.</p> <p>Re-sends in this experiment were also more successful than re-activations (using different creative to encourage a recipient to re-engage) in this experiment.</p> <p><em>MusicRadar's reactivation email was less successful than re-sending its newsletter to non-openers.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3010/musicradarreact.png" alt="reactivation email" width="477"></p> <h3>3. Get feedback from unsubscribers</h3> <p>A rather obvious one, this, but there are different ways in which you can do it. It’s common practice to offer users a list of reasons for unsubscribe and necessitate that one is chosen in order to complete.</p> <p>However, I quite like the approach taken by Kogan.com. As the screenshot below shows, I was allowed to unsubscribe <strong>before</strong> being presented with an open text field where I was asked to provide feedback.</p> <p>This appealed to my vanity (my opinion matters!) and I’m sure it will garner some instructive feedback.</p> <p><img src="https://assets.econsultancy.com/images/0007/3012/Screen_Shot_2016-03-14_at_10.10.32.png" alt="kogan unsubscribe" width="450"></p> <h3>4. Allow for a change of heart</h3> <p>Kogan.com again. Immediately after I’ve hit unsubscribe, I'm allowed to recant.</p> <p>I’d love to see data showing how often the 'no' option is chosen. My hunch is not very often, but it’s an interesting tactic, making sure that no recipients unsubscribe in error.</p> <p><img src="https://assets.econsultancy.com/images/0007/3011/Screen_Shot_2016-03-14_at_10.10.14.png" alt="unsubscribe kogan" width="450"></p> <h3>5. Take a break or promise to take it easy</h3> <p>Okay, this is my last use of Kogan.com, though it’s a technique used by many, <a href="https://econsultancy.com/blog/67435-has-zalando-designed-the-perfect-email-unsubscribe-process/">including Zalando</a>.</p> <p>Unsubscribers may not want a complete cessation of messaging. If they’re unsure whether a regular email is of use to them, they make take the opportunity to enjoy a break for a week or two.</p> <p>There's also the option of changing email frequency here, which is best practice for email preferences.</p> <p><img src="https://assets.econsultancy.com/images/0007/3013/kogan_unsubscribe.png" alt="kogan unsubscribe" width="450"></p> <h3>6. Automate</h3> <p>Tying email timing and content to the customer lifecycle / sales cycle allows brands to deliver more relevant messaging that can help to increase engagement and reduce unsubscribes.</p> <p>This can include:</p> <ul> <li>A programme of welcome emails</li> <li>Notification of products back in stock</li> <li>New stores opening near you</li> <li>Incentivising product reviews</li> <li>Basket abandonment emails</li> <li>'Recently browsed' emails</li> <li>Loyalty rewards</li> </ul> <p>For more automated email types, see <a href="https://econsultancy.com/blog/63003-20-automated-emails-your-customers-won-t-delete/">20 Automated emails your customers won't delete</a>.</p> <p><em>A basket abandonment email from Boots</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3016/boots.png" alt="boots email" width="500"></p> <h3>7. Recognise unsubscribe trends and re-engage</h3> <p style="font-weight: normal;">Set criteria for what an inactive subscriber is and move these recipients to a re-engagement segment.
</p> <p style="font-weight: normal;">
The soon-to-unsubscribe might be characterised by a drop-off in opens and clicks at certain points in the customer lifecycle.</p> <p style="font-weight: normal;">Looking at hurdle rates can help e.g. 30% of purchasers have clicked or opened within the last six months. </p> <h3>8. Segment</h3> <p>Segmentation may be considered by some to be the old-fashioned cousin of automation, but designing content for different audience demographics is obviously still a valuable strategy.</p> <p>For example, if an estate agent wanted to send out some content/research about UK house prices, it would get more engagement if it tailored and targeted this content to specific regions in the UK.</p> <p>A B2B company may want to segment an audience into purchasers, decision makers, CEOs etc. knowing that each audience desires different information.</p> <p>Ultimately, a marketing department should be able to use knowledge of its products, content and audience to ramp up customer interest.</p> <p><em>Segmentation by doggy size, from Doggyloot (<a href="https://econsultancy.com/blog/64551-10-case-studies-that-show-the-power-of-email-segmentation/">more examples here</a>).</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0004/5908/doggyloot-blog-half.jpg" alt="email segmentation" width="300" height="316"></p> <h3>9. Test subject lines</h3> <p>Optimising open rates by testing subject lines doesn't mean unsubscribes will dwindle. Just because more recipients are opening your messages, doesn't mean they're any more relevant.</p> <p>However, it's clear that the more intriguing subject lines are, the more an impression of value is conveyed. This may be enough to placate some users.</p> <p>People are attracted to <a href="https://econsultancy.com/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones/">'sale', 'save', '% off' and 'free delivery' in subject lines</a>. It's often this FOMO attached to unsubscribing that keeps recipients engaged.</p> <h3>10. Establish comms elsewhere</h3> <p>Lastly, it's important to note that relevance doesn't have to be created solely within the email channel itself.</p> <p>Communicating with a customer offline or through other online channels can add context to email comms.</p> <p>Partly, this is rationale for automation, but it's also a reminder that a phone call or direct mail can be your most powerful engagement tactic.</p> <p><em>For more on email marketing, download the Econsultancy <a href="https://econsultancy.com/reports/email-marketing-best-practice-guide/">Email marketing Best Practice Guide</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67649 2016-03-16T11:04:47+00:00 2016-03-16T11:04:47+00:00 The ultimate 2016 email marketing benchmark guide Jack Simpson <p>A new report from Sign-up.to analysed more than 1bn emails sent through its platform across all sectors and devices to create some email marketing benchmark figures for 2016. </p> <p>In this post I’m going to dig into the report and show you the key facts and figures you need to be aware of. </p> <p>And to learn more about this channel, check out our range of <a href="https://econsultancy.com/training/courses/topics/email-ecrm/">Email Marketing Training Courses</a>.</p> <h3>Key highlights</h3> <p>Before delving into too much detail about this report, let’s first look at the top-line figures for opens, click-through rate (CTR), unsubscribes, click-to-open rate (CTO) and unsubscribe-to-open rate (UTO). </p> <p>These are averaged across all sectors and devices, but I will break the numbers down further as I go through this post. </p> <ul> <li>Opens: 24.88% (up 0.43% YoY)</li> <li>CTR: 3.42% (up 0.29% YoY)</li> <li>Unsubscribes: 0.52% (down 0.03% YoY)</li> <li>CTO: 10.88% (up 0.09% YoY)</li> <li>UTO: 2.72% (up 0.04% YoY)</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3018/Screen_Shot_2016-03-15_at_10.24.28.png" alt="email marketing benchmarks 2016" width="640"></p> <p>As you can see, in general terms things are improving (albeit not by a huge margin). </p> <p>Now I know you'd all love to see some more numbers, so let’s delve a little deeper into the top-line figures. </p> <h3>Open rates</h3> <p>While a 0.43% YoY increase in open rates is certainly nothing to write home about, it does at least suggest that email continues to be a relevant channel. </p> <p>Relevant in the sense that people are still responsive to it, even more so than last year. </p> <p>Looking at sectors, legal and accounting enjoyed the highest open rates of all, with 37.25%. The next two most successful sectors are TV, radio and film (35.81%) and government (33.99%). </p> <p><a href="https://econsultancy.com/blog/67634-how-charities-are-suffering-since-google-removed-right-hand-ppc-ads">The charity sector</a> also fairs well (30.88%), being the only other sector to achieve open rates higher than 30%. </p> <p>At the bottom end of the sector scale is 'other service (B2B)' at 18.47%, events (19.91%) and restaurant/hospitality (20.47%). </p> <p>Bad news for recruiters, too, who only achieve a 20.63% open rate on average. </p> <p><img src="https://assets.econsultancy.com/images/0007/3019/Screen_Shot_2016-03-15_at_14.44.01.png" alt="Email open rate benchmarks 2016" width="640"></p> <h3>Click-through rates (CTR)</h3> <p><a href="https://econsultancy.com/blog/67565-a-day-in-the-life-of-head-of-editorial-at-government-digital-service">Government</a> is the clear winner here, with 9.69% CTR, so one can only assume that either this sector understands its audience better than most or people in the UK just can’t get enough of politics. </p> <p>Legal/accounting faired well again (6.75%), with construction coming in third with 6.29%. </p> <p>But as with opens, success varies wildly across all sectors.</p> <p>TV, radio and film achieves only a 1.33% CTR, with PR faring only slightly better (1.35%) and restaurant/hospitality only seeing 1.37%. </p> <p><img src="https://assets.econsultancy.com/images/0007/3020/Screen_Shot_2016-03-15_at_14.43.46.png" alt="email CTR benchmarks 2016" width="640"></p> <p>Clearly these sectors at the lower end of the scale need to rethink their strategy.</p> <p>Either their email content is not engaging and relevant enough or they’re simply not sending it to the right people. </p> <h3>Unsubscribe rates</h3> <p>Overall, unsubscribe rates look positive. While they’re only down a marginal amount since 2015, the total rates are still pretty low, although they are much higher than in 2012. </p> <p>Construction sees the highest unsubscribe rate at 0.97%, with recruitment/HR (0.87%) and legal/accounting (0.85%) taking second and third place respectively.</p> <p>On the other end of the scale, government is the best performer with 0.23%, followed by wholesale (0.24%) and charity/non-profit (0.26%). </p> <p><img src="https://assets.econsultancy.com/images/0007/3021/Screen_Shot_2016-03-15_at_14.42.15.png" alt="Email unsubscribe benchmarks 2016" width="640"></p> <h3>Click-to-open (CTO) rates</h3> <p>CTO – i.e. the number of opened emails that had a link clicked – is another important metric when it comes to email marketing. </p> <p>Government performs well again in this section given that it sits at or very near the top of both the opens and CTR rankings. </p> <p>But other sectors sit much higher up on this list than the previous two, such as fashion (15.23%) and publishing (15.11%). </p> <p><img src="https://assets.econsultancy.com/images/0007/3022/Screen_Shot_2016-03-15_at_14.43.24.png" alt="Email CTO benchmarks 2016" width="640"></p> <p>These latter figures tell an interesting story about fashion and publishing.</p> <p>Both sectors score very low in terms of open rates, but of the people who do actually open the emails a large proportion go on to click a link. </p> <p>This suggests that the content within the emails is relevant and engaging, but either <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">the subject lines</a> are not connecting with people or many of the recipients don’t feel the emails are relevant enough to them to warrant an open.</p> <p><em>If you want to improve your email efforts, check out these <a href="https://econsultancy.com/blog/66803-16-genuinely-useful-email-marketing-tools">16 useful email marketing tools</a>. </em></p> <h3>Unsubscribe-to-open (UTO) rates</h3> <p>Now here’s the part where we find out which sectors are turning people off with their email marketing. </p> <p>UTO is a more accurate measure of subscriber loyalty because, similarly to CTO, it measurers the number of unsubscribes in proportion to the number of opens. </p> <p>Top of the list is recruitment/HR with a 4% UTO rate, arguably driven by the sheer amount of emails along the line of: ‘Oh hi, we’ve got this really great role for you based on your CV you registered with us 10 years ago when you first left sixth form college.’</p> <p>I’m exaggerating of course, but you get the point. </p> <p>Next on the list for UTO is IT at 4.37%, but perhaps the most interesting one here – and by interesting I mean clearly doing something very wrong – is 'other service (B2B)'  at 4.15%.</p> <p>This sector is not only the absolute worst performer in terms of email opens, but it also has the third highest proportion of people unsubscribing from the mailing list once they do open an email. </p> <p><img src="https://assets.econsultancy.com/images/0007/3023/Screen_Shot_2016-03-15_at_14.43.07.png" alt="Email UTO benchmarks 2016" width="640"></p> <p>Hardly the kind of figures you’d want to be reporting to the powers that be... </p> <h3>Opens by device</h3> <p>Obviously we can’t have an email marketing benchmark post without talking about devices, and by devices I obviously mean <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide-mobile-paid-search">the continuing importance of mobile</a>. </p> <p>Looking at the chart below you can see that mobile has again increased its share of opens, although only by 1.59%. </p> <p>Since 2011, however, mobile has increased its share from just 27%. </p> <p><img src="https://assets.econsultancy.com/images/0007/3024/Screen_Shot_2016-03-15_at_14.57.50.png" alt="email opens by device 2016" width="562" height="486"></p> <p>Clearly mobile’s share of email opens is still increasing, but certainly at a slower rate than in previous years. </p> <h3>Conclusion: positive outlook but some sectors lagging</h3> <p>The main thing to take from this report is that these numbers are moving in the right direction generally, although not exactly at pace. </p> <p>But it seems certain sectors are dragging the averages down somewhat, and there could be a number of factors behind that. </p> <p>People may just be generally more receptive to emails from certain sectors, but it is also possible that certain sectors are simply better at email marketing than others. </p> <p>Either way, hopefully this post will help you benchmark your own email marketing efforts and determine how well your emails are performing. </p> <p><em>Go <a href="https://www.signupto.com/email-marketing-benchmarks/email-benchmark-2016/">here</a> to download the full report.</em></p> tag:www.econsultancy.com,2008:BlogPost/67586 2016-03-02T02:01:00+00:00 2016-03-02T02:01:00+00:00 Four great insights about email & marketing automation in South-East Asia Jeff Rajeck <p>But how are marketers in South-East Asia <em>really</em> using email marketing and automation?  And what, specifically are marketers in the region planning for this coming year with regards to these techniques?</p> <p>To answer these questions and more, Econsultancy, in association with IBM Marketing Cloud, surveyed more than 500 client-side and supply-side respondents in South-East Asia about email and marketing automation.</p> <p>In the report, <a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">State of Email and Marketing Automation in South-East Asia</a>, we explore how respondents felt about email marketing ROI, what automation technologies they actually use, how they manage the data needed to power modern marketing automation systems, and much, much more.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2493/email-and-marketing-automation-in-sea-report-full-blog-flyer.jpg" alt="" width="470" height="225"></p> <p>The full report provides extensive coverage of both the current state and future of email and marketing automation, but here is a summary of four surprising findings from the survey to get you started.</p> <h3>1. Marketing automation moves up the priority lists in 2016</h3> <p>According to our client-side respondents, in 2015 marketing automation was the fifth most popular priority ranking behind content market, social, email marketing, and even SEO.</p> <p>For such a talked-about technology as marketing automation, this was a surprising result.</p> <p>But when asked about the coming year, 2016, over one-third (37%) of company respondents and even more (39%) of agency respondents listed marketing automation as a priority.  </p> <p><strong>This made marketing automation the third most popular technology, </strong>behind only social (second) and content marketing (first).  </p> <p>This is more in line with expectations. Many brands are focused on the ROI of their social and content marketing efforts, indeed, but marketing automation is also frequently discussed and it's good to see that it is now a higher priority.</p> <p>Also noteworthy is that <strong>email marketing is still important.</strong> Despite the rise of marketing automation, email only moved down one spot to fourth place, with 34% of company respondents and 32% of agency respondents noting it as a priority. </p> <p><img src="https://assets.econsultancy.com/images/0007/2408/1.PNG" alt="" width="470" height="380"></p> <p>Along with a rise in priority, it seems that<strong> marketing automation technology will enjoy more investment in 2016, as well</strong>.  </p> <p>Approximately one in three respondents, 31% client-side and 34% supply-side, reported that marketing automation will have a larger budget in 2016 at their, or their clients', organisation. </p> <h3>2. The reason? Marketing automation enables marketing opportunities</h3> <p>One possible reason for its ascent on the priority list of marketers is because <strong>marketing automation aligns with current marketing opportunities in the region.</strong></p> <p>According to the survey, approximately one-quarter client-side (24%) and supply-side (25%) marketers see multichannel campaign management as the single most important opportunity in digital marketing right now for their organization, or their clients.</p> <p>A close second is customer experience, chosen by 18% of company respondents and 16% of agency respondents.</p> <p><img src="https://assets.econsultancy.com/images/0007/2409/2.PNG" alt="" width="470" height="275"></p> <p><strong>Marketing automation can help with both multichannel and customer experience.</strong>  </p> <p>Multichannel campaigns are much easier to manage with strong back-end automation and customer experience is improved when marketing touchpoints are automated and improved based on data.</p> <p>So, perhaps unsurprisingly, marketing automation itself was the next on the list.  </p> <p>It was selected by 12% of company marketers and 11% of supply-side respondents as the single important opportunity, putting it in third place.</p> <h3>3. Email marketing is stuck in the 'basic' zone</h3> <p>When asked about their email activities, respondents from both client and supply-side reported that they are using many email techniques to some extent.</p> <p>All of the 16 email technologies we listed <strong>were used by at least 40% of respondents.</strong></p> <p>Interestingly, though, almost all of the email activities are only being used to a 'basic' extent by the respondents, or the respondents' clients.</p> <p>Out of our extensive list of email marketing techniques, only '<em>optimising email for mobile devices</em> and <em>encouraging sharing of content on social networks'</em> was used by more than one in six respondents, both agency clients.</p> <p>As an example, the common technique of<em> 'use of transactional emails for marketing'</em> was reported as in use by 69% of client-side marketers, but only 8% considered their usage 'advanced'.</p> <p>And over two-thirds (69%) of agency respondents reported, encouragingly, that they are using<em> 'behavioural targeting (based on web activity)'</em> with email, but a scant 12% are using this technique at more than a 'basic' level.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2407/3-blog-flyer.png" alt="" width="470" height="313"></p> <p>It's surprising, and somwhat disappointing, that these relatively mature technologies with a wide variety of use cases are not being used to their full potential by organisations in the region.</p> <h3>4. What's holding up progress?  Depends on who you ask...</h3> <p>To figure out what might be holding marketers back from using email and marketing automation to a greater extent, we asked them about the barriers to effective email marketing for their organisation.</p> <p>The most popular response from client-side marketers, by far, was the '<em>quality of the email database'</em> as reported by 47% of company respondents.</p> <p><img src="https://assets.econsultancy.com/images/0007/2411/5.png" alt="" width="470" height="250"></p> <p>Client-side marketers gave a similar response when asked about barriers to implementing their automation strategy.  </p> <p>The most popular response, from over one-third (37%) of client-side respondents, was that '<em>integrating data'</em> was one of the biggest issues they faced.</p> <p><img src="https://assets.econsultancy.com/images/0007/2410/4.PNG" alt="" width="470" height="313"></p> <p>Agency respondents were also concerned about the data but one-third (33%) reported that a lack of skills and training was the greatest barrier to effective email marketing for their clients.</p> <p>And a greater number, more than two in five (42%), felt that their clients face a lack of skills as a barrier to implementing an automation strategy.</p> <p>So, it seems that the client-side feels that better data management will improve their email and marketing automation programmes and the supply-side is more concerned with the skills gap in this regard.</p> <h3>And there's more...</h3> <p>These are just a few examples which describe the state of email and marketing automation in the South-East Asia region.</p> <p>For more revealing statistics and insights, <a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">download the report</a> today!</p>