tag:www.econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2017-12-14T09:30:00+00:00 tag:www.econsultancy.com,2008:BlogPost/69663 2017-12-14T09:30:00+00:00 2017-12-14T09:30:00+00:00 Don't patronise me with 'personalised' cart abandonment emails (a case study) Ben Davis <p>The question marketers need to ask themselves is not just 'Will personalisation positively affect one of my short term metrics?' but also the following:</p> <ul> <li>What value does personalisation bring to the customer wherever I use it? How does it balance with my company's interests?</li> <li>What personalisation feels right in a given marketing channel and at each stage of the customer lifecycle?</li> <li>How will personalisation affect the tone of my content and my brand?</li> <li>How 'human' should automated personlisation seem?</li> </ul> <p>Here's an example of how tricky it can be, taken from the slipper brand Mahabis, which sells exclusively online and direct to consumer. In this example I'm looking at a series of cart abandonment emails.</p> <p>This is a particularly sensitive place to attempt to engage potential customers with personalisation, because the value exchange may not be immediately obvious to the consumer. Too personal can feel a little slimey in a situation where a retailer is simply trying to sell.</p> <p>Mahabis starts off well, but left me cold by email three. Let's take a look...</p> <h2>A Mahabis cart abandonment case study</h2> <h3>Email one: Pretty good</h3> <p>Below you can see the first email, which I received a day or so after adding a pair of slippers to my cart but abandoning my purchase in the early stages of the checkout.</p> <p>Personalisation is evident in the subject line, where my name is included. I don't have an account on the Mahabis website, but I did enter my email address to grab a discount code from a homepage pop-up, and I also filled out my details in the first checkout form.</p> <p>You can see where Mahabis has also included my location in the email copy (1), as well as a picture of the product I had in my cart and a cute little note saying "ps gotland green is a great sole choice" (2).</p> <p>I don't mind this email at all, it reminds me of the product I was looking at and provides me with a bit of encouragement and a link to go back and get them. Sure, I'm aware the reference to Manchester is automated, as is the compliment, but it doesn't feel too creepy. In fact, it makes me sit up and take notice, which is a good thing.</p> <p>However, as it's the first time Mahabis has emailed me, arguably they should be including something more useful here to get me onside. How about some product reviews? Or some information about how they are made?</p> <p><img src="https://assets.econsultancy.com/images/0009/1102/mahabis_1.jpg" alt="mahabis" width="615"> </p> <h3>Email two: Starting to feel a bit 'uncanny valley'</h3> <p>Email two arrived a couple of days later (see below). This one jarred a little more.</p> <p>First off, the subject line beats around the bush (1). Does 'Adam' really want to talk about the weather? I think he actually wants to see if I'm still interested in those slippers.</p> <p>The copy starts 'I wanted to send you a personal email' (2). This feels slightly disingenuous, given this email is likely automated.</p> <p>Next, Adam tells me it's going to nine degrees celcius in Manchester – not exactly frosty and yet the copy tells me those slippers are "amazing for cold weather". This makes me wonder at what temperature threshold the copy changes.</p> <p>And now here's the clincher that means this email inhabits the '<a href="https://en.wikipedia.org/wiki/Uncanny_valley">uncanny valley</a>' – Adam repeats his compliment about those gotland green soles (4). I must admit, I'm not entirely sure if there any rules in place here based on whether I opened the first email, but either way this repetition feels clunky. After all, the only thing I chose was a colour.</p> <p><img src="https://assets.econsultancy.com/images/0009/1103/mahabis_2.png" alt="mahabis email" width="615"> </p> <h3>Email three: Give me a break</h3> <p>If you think I've been a bit harsh to single our Mahabis so far, you're probably right, but email three contains what I believe is the coup de grâce.</p> <p>Let's jump straight to it. Look at the beginning of the second paragraph (2) – Adam says "I've pushed internally to get you a special 15% discount." What a guy. I've never even met Adam, but of all his potential customers to have abandoned the checkout, I'm the one he's putting his neck on the line for.</p> <p>In the same paragraph, Adam tells me the offer is only valid for 24 hours but "fingers crossed" I'll have time to buy them. This might seem kind of patronising to some.</p> <p>The subject line also says "15% off just for Ben" (1) – again that feels disingenuous.</p> <p>At the end of the email is a curious bit of marketing gone wrong. The perfect example of jarring automation. Adam declares "The feet of Ben will love them..". How strange to refer to me in the third person. It's a classic example of a situation where personalising for the sake of it doesn't add anything to the email.</p> <p><img src="https://assets.econsultancy.com/images/0009/1104/mahabis_3.png" alt="mahabis email" width="615"></p> <h2>Conclusion</h2> <p>When faced with the stats behind these kind of campaigns, I imagine I may have to eat my words. Mahabis must be able to demonstrate an increase in sales off the back of these emails.</p> <p>But can every impact of these emails be measured in the short term? Put a different way, are these tactics harmless?</p> <p>I would say perhaps so, but I would also ask whether Amazon would do something like this? I tend to think not.</p> <p>In Europe, the GDPR has recently got marketers talking about the benefits of transparency. In the world of branding, authenticity it the word du jour. With these abandonment emails, I feel like Mahabis is being artistic with the truth and inauthentic. Is that a brand I can warm to? Not yet.</p> <p><em><strong>More on cart abandonment:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68655-cart-abandonment-emails-creating-content-that-maximises-conversions/">Cart abandonment emails: Creating content that maximises conversions</a></li> <li><a href="https://econsultancy.com/reports/ecommerce">Ecommerce Best Practice Guide</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69632 2017-12-12T14:30:00+00:00 2017-12-12T14:30:00+00:00 Three ways to take marketing automation to the next level Jeff Rajeck <p>Yet when asked to qualify their automation capabilities, fewer than one in five (19%) felt that they were 'advanced'. Most (65%) indicated that their automation abilities were only 'basic'.</p> <p>So what's holding everyone back? And what can marketers do to take their marketing automation to the next level?</p> <p>To find out, we recently invited dozens of brand marketers to discuss this and other topics at Digital Cream Singapore. Our Marketing Automation table was hosted by Tanya Bray, Regional Lead, Email &amp; Mobile Marketing, APAC, Uber and supported by subject matter expert Paula Harrison, Head of Strategic Partnerships, APAC, dotmailer.</p> <p>Through a day's worth of discussions, participants identified three things marketers need to do to take their automation to the next level.</p> <h3>1) Get data from legacy systems</h3> <p>The first problem which nearly all participants struggled with was getting data out of legacy systems. The reason this is a problem for moving ahead with automation, one attendee suggested, is that marketing automation relies on having full access to customer data. Unfortunately, nearly all of this data 'lives' on legacy systems and most of these systems do not support real-time integration.</p> <p>Our surveys have revealed that marketers elsewhere have run into the same issue. When asked about the biggest barriers marketers face in implementing their automation strategy, nearly half (46%) said 'integrating data'.</p> <p>So how can marketers get around this problem? One participant had an interesting solution, absorb the IT department. At his firm, most of the IT spend is on marketing systems and so IT was brought into the communications department. This allowed marketers to have full use of the IT resources and many issues with legacy systems were overcome.</p> <p>For those organisations who aren't yet ready for such a drastic step, another suggestion was that marketers should seek top-level support for marketing automation. Those who had management buy-in said it was much easier to break down data silos and move data between legacy systems and their marketing automation engine.</p> <p><img src="https://assets.econsultancy.com/images/0009/0875/marketing-automation-1.jpg" alt="" width="800" height="533"></p> <h3>2) Break through the inbox 'noise'</h3> <p>Inbox overload is an inevitable result of more and more organisations using marketing automation. Yet marketers cannot fall back on that excuse when they experience declining open and click-through rates.</p> <p>So how did our attendees overcome the problem of inbox 'noise'? The first suggestion was that marketers need to map out the customer journey and determine what customers are looking for at each touchpoint. Then, the emails that they send will be more relevant and help guide the consumer to the right material on the website.</p> <p>Another added that marketers should also be concerned with moving customers along the journey. While helping customers should always be a goal, marketing automation should provide a seamless experience in which customers naturally flow from awareness to desire to purchase.</p> <p>In our survey, being able to execute on this would put marketers in the top 10% of organisations who use automation to manage the customer journey across multiple channels.</p> <p><img src="https://assets.econsultancy.com/images/0009/0876/marketing-automation-2a.jpg" alt="" width="800" height="533"></p> <h3>3) Prepare for success</h3> <p>Finally, the third thing which participants said that marketers need to do to scale up their marketing automation is to know how they will manage upwards when their automation campaigns provide real value to the business.</p> <p>The reason this is an issue is that management find out about a successful automation campaign, and then ask marketers to increase the frequency of the emails.</p> <p>As success is often dependent on a fine balance between engaging and overloading prospects, marketers are hesitant to change their approach and come into conflict with their bosses.</p> <p>So how can they overcome this problem? One attendee suggested that marketers should prepare for these scenarios by collecting the right data and doing the analytics in advance.</p> <p>Then, when asked to make changes, marketers should push back by using data which shows that sending more emails does not necessarily increase engagement and may actually reduce conversions.</p> <p>It's a tough sell, but another pointed out that successful marketing automation requires utilizing insights like this, so marketers should not hold back on using data to prove their point.</p> <p><img src="https://assets.econsultancy.com/images/0009/0877/marketing-automation-3.jpg" alt="" width="800" height="533"></p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank our table host Tanya Bray, Regional Lead, Email &amp; Mobile Marketing, APAC, Uber and subject matter expert Paula Harrison, Head of Strategic Partnerships, APAC, dotmailer for guiding the discussion and providing real-world examples of how brands are achieving marketing automation excellence.</p> <p>We'd also like to thank <a href="https://www.dotmailer.com">dotmailer</a>, the sponsor of the Marketing Automation - Best Practices &amp; Implementation table, and all of the marketers who attended Digital Cream Singapore 2017 and shared their valuable insights. We hope to see you all at future Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0009/0871/optimizing-customer-experience-analytics-4.jpg" alt="" width="800" height="533"></p> <p><em><strong>Further reading on marketing automation:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/state-of-b2b-marketing-automation">State of B2B Marketing Automation</a></li> <li><a href="https://econsultancy.com/blog/69508-10-top-tips-for-those-getting-started-with-marketing-automation">10 tips for those getting started with marketing automation</a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3381 2017-12-04T05:26:05+00:00 2017-12-04T05:26:05+00:00 Econsultancy's Professional Certificate in Digital Marketing - Singapore <p>This is an intensive but complete digital marketing certification programme facilitated by a panel of experienced digital marketing professionals.</p> <p>In 7 days of live workshop, and guided self-learning (webinars, micro learning modules and reports), participants will gain expertise and skills in wide area of digital marketing topics including social media, analytics, search engine marketing and content marketing.</p> <p>Participants who successfully complete the programme will be awarded the Econsultancy’s Professional Certificate in Digital Marketing.</p> <p>Post-workshop mentoring completes the programme to help participants develop in the digital marketing roles.</p><p>Please take note of the face-to-face workshop dates:</p> <ul> <li>Day 1 – Wed, 21 Feb 2018</li> <li>Day 2 – Thu, 22 Feb 2018</li> <li>Day 3 – Fri, 23 Feb 2018</li> <li>Day 4 – Mon, 5 Mar 2018</li> <li>Day 5 – Tue, 6 Mar 2018</li> <li>Day 6 – Mon, 19 Mar 2018</li> <li>Day 7 – Tue, 20 Mar 2018</li> </ul> tag:www.econsultancy.com,2008:ConferenceEvent/915 2017-12-04T04:11:51+00:00 2017-12-04T04:11:51+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:www.econsultancy.com,2008:ConferenceEvent/914 2017-12-04T03:39:30+00:00 2017-12-04T03:39:30+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum out of your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practice</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels and Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practice &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong>Sydney:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154912352109327" target="_blank">2017</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">2016</a>, <a style="font-style: inherit; font-variant: inherit; font-weight: inherit; border: 0px; vertical-align: baseline; color: #004dcc;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152376029704327" target="_blank">2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151725724774327" target="_blank">2013</a> | <strong>Singapore:</strong> <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10155069279939327" target="_blank">2017</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154046657279327" target="_blank">2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">2015</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152487608199327" target="_blank">2014 (Nov)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10152137747464327" target="_blank">2014 (May)</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151817214799327" target="_blank">2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151167137219327" target="_blank">2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10150363493464327" target="_blank">2011</a></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Melbourne 2014</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Hong Kong 2014</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151742484614327" target="_blank">Shanghai 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151537967569327" target="_blank">Hong Kong 2013</a>, <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151123484509327" target="_blank">Shanghai 2012</a> and <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10151118803064327" target="_blank">Australia 2012</a></p> tag:www.econsultancy.com,2008:BlogPost/69595 2017-11-22T14:25:00+00:00 2017-11-22T14:25:00+00:00 Emojis in email subject lines: smiley face, or smiley poop? Parry Malm <h3>Should we Emoji… or should we eNOji?</h3> <p>Ever since the Oxford English Dictionary named the “Laughing face with tears of joy” as the word of the year in 2015, marketers have been all about emojis. And so you see them everywhere, because just because you can do it… you should do it. Right?</p> <p>Not so fast. Just because you can do something doesn’t mean you should. </p> <p>We know a little bit about email subject lines. In fact, our business at Phrasee is predicated on using AI to generate and optimise subject lines. So, our team of 30-odd people is solely dedicated to understanding the linguistic attributes of subject lines that work, and conversely, those that don’t. Also, we’re great at parties. </p> <p>Anyway, one day our linguists asked our data science team the age old question: should we Emoji… or should we eNOji? </p> <p>The answer was a resounding:</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/0600/shrug_emoji-blog-flyer.png" alt="" width="470" height="235"></p> <h3>And so we started researching.</h3> <p>We started by looking at a huge volume of subject lines, in the hundreds of thousands, to first determine the frequency of subject line use. <strong>Overall, about 5% of global subject lines over the last 12 months include one or more emojis.</strong> So, not mega, but not insubstantial.</p> <p>But, that doesn’t tell the whole story. Of the 5% of subject lines with emojis, about 1500 different emojis were used. That’s a lotta emojis! (Note: we included things like emoticons and whatnot in the sample set - so, any non-word-based linguistic constructs.)</p> <p>Some trends became apparent just by eyeballing the frequency table. Here’s the top five:</p> <p><img src="https://assets.econsultancy.com/images/0009/0602/top_5_emojis.PNG" alt="" width="127" height="300"></p> <p><strong>Clearly, all you email marketers are stars who love holidays, amirite? </strong></p> <p>At this point, we had shown that emoji usage had become quite widely adopted, presumably in the travel industry, and perhaps in the organ transplant industry as well. That’s great to know… but that wasn’t our question. </p> <p>So we went back to our data scientists, and asked a much more specific question:</p> <h3>Do emojis improve or decay performance of subject lines?</h3> <p>This question is more challenging to answer, as natural (i.e. unstructured) data doesn’t tell the whole story.</p> <p>See, a subject line is made up of a multitude of components. To give you an idea of the scale of the linguistic complexity within a single subject line: our deep learning engine is trained to consider roughly 750,000 features when determining efficacy of a subject line. Emojis comprise some of those features, but there are MANY more. </p> <p>Further, deconstructing an advanced deep learning system is nigh on impossible. See, there’s a tradeoff between a model’s interpretability and accuracy. The less sophisticated the model, the more you can post-hoc explain it. As the model’s sophistication increases, the interpretability decreases at a disproportionately high rate.</p> <p>(Tangent: if you ever see an “AI” model and people can easily deconstruct it to tell you why it made the choice it made… then chances are the system isn’t terribly sophisticated, and you probably just got ripped off).</p> <p>Still, people kept asking us, “Should I be using emojis”? So our intrepid data detectives got to work.</p> <h3>Here’s how we designed the experiment.</h3> <p>To isolate - and measure - emojis as a (non) causal variable requires a specific experimental methodology.</p> <p>The only other direct experiments we’ve seen in the past are single-subject-line tests, where you have A versus B - one with an emoji, and one without. This, however, doesn’t allow for repeatability. So it’s like those studies you see, where one day red meat will kill you, and the next day it’ll save your life. Pretty much not worth the paper it’s written on. </p> <p>So, our appetites for emoji research not yet sated, <strong>we partnered with one of our customers - a huge global brand - to do a proper experiment, following a proper scientific method.</strong></p> <p>Over the course of 14 campaigns, 10 randomly selected groups (about 50k in size each) received one of 10 different subject lines over 14 sends - five without emojis, and then the same five with emojis. <strong>This allowed us to test 70 different emojis across thousands of people.</strong></p> <p>Note: the goal of the experiment wasn’t to find a “good” emoji - it was to answer whether or not emojis improved or decayed response. That’s why we used a large variety of emojis.</p> <p>We then tabulated the results, and made a fancy chart, because that’s what you do with data:</p> <p><img src="https://assets.econsultancy.com/images/0009/0603/emoji_prob_chart.PNG" alt="" width="400" height="230"></p> <h3>So, what did we learn?</h3> <p>Emojis are like Sex Panther cologne:</p> <p><iframe src="http://www.youtube.com/embed/65UhRV75wOQ?wmode=transparent" width="425" height="350"></iframe> </p> <p><strong>60% of the time, they work every time.</strong> When they work (about 60% of the time), they spike open rates by about a quarter of a standard deviation. When they don’t work (about 40% of the time), they decay response by about the same amount.</p> <p>One interpretation of this result would be “inconclusivity”... but we weren’t satisfied with that. So we looked at the winning and losing clusters in more detail. And we learned something interesting.</p> <h3>Emojis are language amplifiers. </h3> <p>An emoji, in itself, won’t make or break a subject line. The data proves this. But, they can be an additive - or subtractive - linguistic feature. </p> <p>What an emoji does is one of two things:</p> <ol> <li>It makes a bad subject line worse</li> <li>Or it makes a good subject line better</li> </ol> <h3>When emojis make bad subject lines worse…</h3> <p>If you’re already high-pressuring your customers into buying your stuff using misleading tactics, then adding in emojis will make them even spammier. Here’s an example of some subject lines that seem to be doing this:</p> <p><img src="https://assets.econsultancy.com/images/0009/0619/Sears.PNG" alt="sears" width="800"></p> <p>Spam in, spam out. An emoji ain’t gonna make these awful subject lines good. With trash like this, you may get a short-term spike in response... but it’ll drop off, I guarantee it. Tactics like this assume your customers are stupid, and that they’ll fall for it time and time again. But - this just in - your customers aren’t stupid. So you shouldn’t treat them so.  </p> <p>This strategy smacks of desperation… with an emoji.  </p> <h3>When emojis make good subject lines better…</h3> <p>If your subject lines are already good… and your emojis are contextually relevant… then guess what? They make your end result even better. For example, Domino’s Pizza:</p> <p><img src="https://assets.econsultancy.com/images/0009/0618/Dominos.PNG" alt="dominos email" width="800"></p> <p>Note how the emoji usage flows within the context of the subject lines, and they aren’t being over-used. The subject lines are on-brand, and are effective. And - not all of them contain an emoji, because not every subject line will benefit from one. </p> <p>This strategy smacks of delicious pizza… with an emoji. </p> <h3>Wanna find out more? Sure, no probs.</h3> <p>Phrasee has put together <a href="https://phrasee.co/emoji-or-enoji-what-science-says-about-subject-lines/">a fancy report</a> (Editor’s note: registration required) covering all of the above in way more detail, with a bunch more stats and findings.</p> <h3>Emojis are here to stay, so don’t ignore them.</h3> <p>But at the same time, don’t look at them with short-term goggles, and simply use them to become a better spammer. If you’re already a spammer, then go ahead, throw in some emojis. It’ll work once, maybe twice.</p> <p>Your customers aren’t stupid, so don’t treat them as such.</p> <p>Emojis are the biggest linguistic revolution since the QWERTY keyboard, and they are shaking things up and fundamentally changing how we communicate.</p> <p>Unlike a picture, emojis don’t say a thousand words. </p> <p>But they <em>can</em> make the rest of your words better. So use them wisely.</p> <p><em><strong>More from Parry Malm:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell/">211 aweome phrases for email subject lines that sell</a></li> <li><a href="https://econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines/">According to 32,918 emails most retailers use boring subject lines</a></li> <li><a href="https://econsultancy.com/blog/67241-what-s-the-best-black-friday-subject-line-ever-according-to-3-892-emails/">What's the best Black Friday subject line ever according to 3,892 emails?</a></li> </ul> <p><em><strong>More from Econsultancy:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/reports/email-marketing-best-practice-guide">Email Marketing Best Practice Guide (subscriber only)</a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3373 2017-11-21T03:15:31+00:00 2017-11-21T03:15:31+00:00 Digital Marketing in China - Singapore <p>A 2-day intensive course on digital marketing in China, exploring the digital and ecommerce landscape, and how to effectively leverage key platforms like WeChat, Baidu and Alibaba.</p> tag:www.econsultancy.com,2008:TrainingDate/3357 2017-11-13T03:13:38+00:00 2017-11-13T03:13:38+00:00 Content Marketing for Web, Mobile and Social Media - Singapore <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:www.econsultancy.com,2008:TrainingDate/3356 2017-11-13T03:11:33+00:00 2017-11-13T03:11:33+00:00 Proving Digital ROI Masterclass - Singapore <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p> tag:www.econsultancy.com,2008:TrainingDate/3354 2017-11-13T03:06:13+00:00 2017-11-13T03:06:13+00:00 Fast Track Digital Marketing - Singapore <p>This intensive 3-day course is a great place to start your digital marketing training. The course gives you a complete overview of the exciting areas of digital marketing, knowledge on how to effectively leverage the new media and integrate them into your overall marketing strategy.</p>