tag:www.econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2018-03-09T15:00:00+00:00 tag:www.econsultancy.com,2008:BlogPost/69862 2018-03-09T15:00:00+00:00 2018-03-09T15:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Study reveals optimum send-time for data-consent push</h3> <p style="font-weight: 400;">With GDPR coming into force in less than 100 days, many organisations still need to seek consent. According to SmartFocus, companies asking customers to make a decision run the risk of triggering mass unsubscription requests if they email in the morning. </p> <p style="font-weight: 400;">From the analysis of 1.4 billion email marketing messages, it found that the most likely time for unsubscribes is between 10:15am and 12:30pm, with this time-period producing a 20% higher unsubscribe rate compared to the rest of the day.</p> <p style="font-weight: 400;">In contrast, 6pm produced the fewest unsubscribes – 15% lower than the daily average and 35% below the peak. Most marketing emails were opened between 6pm and 9pm.</p> <p style="font-weight: 400;">Insight suggests that emails sent earlier in the day are more likely to be seen as an intrusion, as recipients are busy at work and going about their day. Consequently, emails sent at night will be seen in a much more positive light.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/2838/smartfocus.JPG" alt="" width="760" height="480"></p> <p style="font-weight: 400;"><strong>More on email marketing:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69833-eight-time-honoured-tips-for-writing-awesome-email-copy/" target="_blank">Eight time-honoured tips for writing awesome email copy</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> <li><a href="https://econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success/" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Price comparison websites dominate UK banking-related search</h3> <p>New analysis from Stickyeyes has revealed that in the UK two big price comparison websites are driving the most organic traffic from search within the consumer banking sector. </p> <p>Both Money Supermarket and MoneySavingExpert are dominating, with the former generating an estimated 427,000 visits from organic non-brand search. To put this into perspective, this is more than three times the traffic generated by the most visible banking brand, Halifax. </p> <p>As a result of this success, we’ve also seen banks up their game, with the likes of Barclays, Nationwide and Tesco Bank focusing less on traffic-driving terms and more on focused content around informational search queries and consumer advice.</p> <p>Mortgages is by far the biggest driver of traffic, generating just over 32% of the overall search volume in the consumer banking market. Meanwhile, car finance appears to be growing, with many brands adapting strategy to meet specific consumer needs.</p> <p><img src="https://assets.econsultancy.com/images/0009/2834/Consumer_finance.JPG" alt="" width="780" height="514"></p> <h3>Legal and insurance sectors capitalise on longer search snippets</h3> <p>As Google extends the length of search snippet meta descriptions from 155 to 320 characters, Click Consult <a href="https://www.click.co.uk/blog/longer-meta-descriptions-how-can-you-benefit-on-the-serps-seo/" target="_blank">has analysed</a> which sectors are displaying longer snippets.</p> <p>Out of all six industries included in the study, the legal sector was found to have the highest proportion of listings over 200 characters (52%), with the average character count being 312. </p> <p>Second to this was the insurance sector, where 41% of search results were 200 characters. Within this sector, 34% of the results were optimised for the expanded character limit – not too surprising considering the sector’s highly competitive nature.</p> <p>Overall, the study suggests that while longer metas are often being pulled through by Google (as a result of a new focus on relevancy), there is also a new opportunity for brands to optimise themselves and potentially increase CTR. </p> <p><strong>More on search:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69824-how-can-financial-services-companies-win-featured-snippets-in-search-an-investigation" target="_blank">How can financial services companies win featured snippets in search? An investigation</a></li> <li><a href="https://econsultancy.com/blog/69599-why-seo-is-getting-vertical-specific/" target="_blank">Why SEO is getting vertical-specific</a></li> </ul> <h3>UK online retailers see sales increase by 23%</h3> <p>Newly-released figures from RPC have revealed that sales at the UK’s biggest online retailers <a href="https://www.rpc.co.uk/press-and-media/sales-at-uks-biggest-online-retailers-jump-23-percent-in-a-year" target="_blank">jumped 23%</a> in the past year. They rose from £6.8 billion in 2015-16 to £8.4 billion in 2016-17.</p> <p>RPC suggest that mobile commerce has been the driving force behind this, alongside other emerging technology including AI chatbots, smart speakers, and visual search.</p> <p>Criteo’s <a href="https://criteo-2421.docs.contently.com/v/global-commerce-review-q4-2017-united-kingdom-en" target="_blank">latest report</a> also backs this up, stating that mobile devices account for more than half of online transactions in the UK, with half of these mobile sales taking place on shopping apps. Fashion and luxury, and health and beauty retailers have seen the most dramatic rise in UK mobile sales, seeing a 56% increase year-on-year. </p> <p><strong>More on ecommerce:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68839-the-10-principles-for-creating-amazing-online-retail-experiences" target="_blank">The 10 principles for creating amazing online retail experiences</a></li> <li><a href="https://econsultancy.com/blog/69853-four-examples-of-hard-luxury-brands-embracing-ecommerce" target="_blank">Four examples of ‘hard luxury’ brands embracing ecommerce</a></li> </ul> <h3>Mobile is key for millennial engagement</h3> <p>A <a href="https://www.globalwebindex.net/reports/millennials?utm_campaign=Social%20Q3%202017&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=61210372&amp;_hsenc=p2ANqtz-9vgfIP0xqiN36dTUB7a5KZKSiWV8qG_LMb2_dB-GHSEb5jdRMB6qWNO4uvtkDah8iRUrJWpfoOoxCqzeEC7XSF6S9tb_Z_8rYCRVsPx5HwexrSicQ&amp;_hsmi=61210631" target="_blank">new report</a> by GlobalWebIndex has delved into the behaviours of millennials, specifically in terms of device usage and commerce engagement. Results come from GWI interviews of over 350,000 internet users, from which it then identified those aged 21 to 34.</p> <p>Key takeaways from the report include the fact that 68% of millennials choose their mobile as their most important device, compared to just 16% for laptop and 14% for desktop PC. This group also use an average of 2.8 devices to access the internet, and average nearly four hours spent online each day.</p> <p>Elsewhere, search engines are the first port of call for brand research, with 49% of millennials using this channel. Social networks are also highly impactful for purchasing decisions, with 44% researching products and services via platforms like Instagram and Pinterest. </p> <p>Lastly, the report highlights the importance of free delivery, with 58% of millennials stating that this is the most influential purchase driver (with coupons and discounts coming second). </p> <p><img src="https://assets.econsultancy.com/images/0009/2835/GWI.JPG" alt="" width="720" height="297"></p> <p><strong>More on millennials:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69058-how-millennial-entrepreneurs-are-disrupting-retail-and-ecommerce" target="_blank">How millennial entrepreneurs are disrupting retail and ecommerce</a></li> <li><a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials" target="_blank">Four great examples of marketing to millennials</a></li> <li><a href="https://www.econsultancy.com/blog/68044-millennials-don-t-hate-advertising-it-s-all-about-the-value-exchange" target="_blank">Millennials don't hate advertising: It's all about the value exchange</a></li> </ul> <h3>Businesses need to do more on data privacy</h3> <p>From a survey of 9,500 senior executives, <a href="https://press.pwc.com/News-releases/organisations-are-not-doing-enough-to-protect-data-privacy/s/b56bf806-5712-4462-98a1-161c1a3f9cbe" target="_blank">PwC has found</a> that businesses are not doing enough to develop stable security and data-privacy strategies.</p> <p>It found that just 51% of executives have an accurate inventory of employee and customer personal data, while 53% conduct compliance audits of third parties who handle this data. Meanwhile, 48% of respondents say advanced authentication has helped reduce fraud, and 46% plan to boost investment in this area in 2018. </p> <p>Finally, only 53% of businesses say they require employees to complete training on privacy policy and practices, and just 32% say they had started a GDPR assessment in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/2836/PWC.JPG" alt="" width="668" height="417"></p> <p><strong>You’ll find all the GDPR resources marketers need, in <a href="https://econsultancy.com/blog/69825-all-the-gdpr-resources-marketers-need-in-one-place" target="_blank">one place here</a>.</strong></p> tag:www.econsultancy.com,2008:TrainingDate/3428 2018-03-02T10:25:04+00:00 2018-03-02T10:25:04+00:00 MarTech - Getting to grips with Marketing Technology <p>Amazing opportunities are presented by the latest generation of MarTech (Marketing technology) – but the landscape can be very confusing!</p> <p>During our 1-day course, you’ll learn about Martech in a way that will allow you to have better and more confident discussions with vendors and IT colleagues. </p> <p>You won’t become a technical expert overnight – but you’ll know far more about how these technologies could benefit your marketing efforts.</p> tag:www.econsultancy.com,2008:BlogPost/69833 2018-03-01T10:30:00+00:00 2018-03-01T10:30:00+00:00 Eight time-honoured tips for writing awesome email copy Nikki Gilliland <p>Here are eight tips for writing awesome email copy...</p> <p>(N.B. You’ll find more in Econsultancy’s <a href="https://econsultancy.com/reports/email-marketing-best-practice-guide/" target="_blank">Email Marketing Best Practice Guide</a>, which is filled to the brim with tips and advice on email marketing.)</p> <h3>1. Create a hook</h3> <p>Very few people read emails thoroughly, with the majority scanning or skim-reading to find important details as quickly as possible. Although there is recent research to suggest attention spans are improving – the percentage of emails read for more than 18 seconds is <a href="https://litmus.com/blog/email-attention-spans-increasing-infographic" target="_blank">said to have risen</a> from 38.4% in 2011 to 44.4% in 2016 – it’s still sensible to ensure that emails are scannable.</p> <p>Alongside this, marketers should ensure that each section has a hook that grabs the attention of the reader and improves engagement. This could be an emphasis on key offers, persuasive headings, or elements of personalisation.</p> <h3>2. Create relevance</h3> <p>Personalisation is one of the most effective ways of improving an email’s impact. But this doesn’t just mean addressing the reader by name. </p> <p>With readers likely to react to something that is contextual as well as personal, relevancy might be more of an appropriate term to describe what marketers should strive for. This could mean talking about past purchases or user behaviour, or even referencing real-time context such as weather or location (like the below example for ASOS by <a href="https://cdn2.hubspot.net/hubfs/504857/Kickdynamic2017Review.pdf?utm_campaign=2017-Review&amp;utm_source=email&amp;utm_content=Link%20for%20tactical%20email%2C%20excl.%20Staples" target="_blank">Kickdynamic</a>).</p> <p><img src="https://assets.econsultancy.com/images/0009/2559/ASOS.JPG" alt="" width="450" height="635"></p> <h3>3. Be informal</h3> <p>While email copy should always reflect the brand’s wider tone of voice, informal language tends to be effective in most cases. Implementing this is trickier than you might think, because any attempt to explain something tends to result in language becoming stiffer and more salesy.  </p> <p>In order to ensure copy remains conversational and friendly, it’s helpful to imagine that you are writing an email to a single person (rather than a large and homogenous group). That way, it’ll be easier to ensure you <a href="https://econsultancy.com/blog/69643-four-key-traits-of-human-brands" target="_blank">sound like a human</a> rather than a brand trying to sell something.</p> <h3>4. Draw on emotions</h3> <p>Most marketing emails <em>are</em> trying to sell something, of course. However, to ensure the message hits home, marketers should always convey the value of what they are promoting – not just the product itself. </p> <p>This example from Airbnb effectively draws on emotions, stirring up the desire to experience all that Melbourne has to offer. The ‘Melbourne Has Soul’ headline is a great way to hook in the reader, and is a far more effective way of selling Airbnb's <a href="https://www.econsultancy.com/blog/68749-why-online-travel-sites-are-focusing-on-tours-and-activities" target="_blank">Tours &amp; Activities</a> vertical than merely listing things to do.</p> <p><img src="https://assets.econsultancy.com/images/0009/2555/Airbnb_email.JPG" alt="" width="422" height="716"></p> <p><em>(Source: <a href="https://reallygoodemails.com/industry/travel-and-leisure/discover-your-new-favorite-singer-on-airbnb/" target="_blank">Really Good Emails</a>)</em></p> <h3>5. Have a persona in mind</h3> <p>While it’s helpful to remember your audience is human, it’s worthwhile going one step further and creating a <a href="https://www.econsultancy.com/blog/69322-what-are-customer-personas-and-why-are-they-so-important" target="_blank">customer persona</a>. Instead of surface demographics (like age and gender), a customer persona allows brands to recognise and understand an audience’s key traits, such as their motivations, desires, and potential reactions.</p> <p>By referring to personas, marketers will be able to write copy that motivates readers and conveys real value. This email from MailChimp is a good example, with the copy being tailored to prospects who want no fuss, and a quick and easy journey to sign up.</p> <p><img src="https://assets.econsultancy.com/images/0009/2558/MailChimp.JPG" alt="" width="450" height="652"></p> <p><em>(Source: <a href="https://reallygoodemails.com/inaugural/onboarding/list-management-setup/" target="_blank">Really Good Emails</a>)</em></p> <h3>6. Consider formatting</h3> <p>Though words are key, formatting can be a useful way of emphasising what you are saying. Things like bolding text, using italics or bullet points, and inserting text into images can be beneficial.</p> <p>While this example from WeWork is a touch too wordy, its bold headings helps to promote key messages (and as I previously mentioned, makes the email easier to scan).</p> <p><img src="https://assets.econsultancy.com/images/0009/2552/WeWork.JPG" alt="" width="460" height="887"></p> <p><em>(Source: <a href="https://reallygoodemails.com/industry/legal-industry/big-news-meetup-x-wework/" target="_blank">Really Good Emails</a>)</em></p> <h3>7. Show personality</h3> <p>Email tends to be a little more serious than other forms of marketing, such as social or digital advertising. However, that doesn’t mean you shouldn’t let personality shine through.</p> <p>Some of the most memorable emails are those that aren’t geared around selling a brand or its product. Rather, those that simply raise a smile can be much more effective, and help to create a more meaningful connection with an audience. </p> <h3>8. Cut the crap</h3> <p>A final tip is to always keep copy fairly concise, and to consider whether each and every word is necessary. </p> <p>If it doesn’t add anything to the overall message, or does nothing to persuade the reader to take action – it’s probably not worth keeping. </p> <p><em><strong>Don’t forget to download Econsultancy’s <a href="https://econsultancy.com/reports/email-marketing-best-practice-guide/" target="_blank">Email Marketing Best Practice Guide</a> for lots more analysis and advice.</strong></em></p> <p><em><strong>Or see our related training courses:</strong></em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/copywriting"><em>Copywriting</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/email-ecrm/"><em>Email marketing</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69821 2018-02-23T12:00:00+00:00 2018-02-23T12:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Over a third of Brits will exercise right to be forgotten</h3> <p>Ahead of GDPR regulations coming into force on May 25th, the7stars <a href="https://mediatel.co.uk/newsline/2018/02/20/gdpr-34-of-brits-will-exercise-the-right-to-be-forgotten/" target="_blank">has revealed</a> that 34% of Brits plan to exercise their right to be forgotten. This news comes from a survey of 1,000 Brits undertaken earlier this month.</p> <p>It also revealed that just 19% of companies (or one in five) feel confident that their personal data is used in the best possible way, with GDPR prompting a further 58% to question how much data businesses hold on them. There also appears to be a lack of knowledge about the changes being ushered in by the regulation, with just 27% of respondents agreeing that they have an understanding of what GDPR is and how it affects them.</p> <p>Finally, despite general concerns, the study still found a sense of positivity about GDPR. 58% of respondents think the regulation is a positive step towards protecting their data and privacy. Similarly, 32% of customers say they will trust brands more with their data as a result.</p> <p><strong>For lots more on this topic, check out our <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR hub</a></strong></p> <h3>Strong subscriber engagement results in less delivered spam</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-hidden-metrics-email-deliverability/?sfdc=701370000006SvK" target="_blank">latest research</a> has revealed that email senders with strong subscriber engagement tend to see less email delivered to spam folders. The report contains analysis of more than 5.5 billion commercial emails sent in 2017.</p> <p>It states that, for the second consecutive year, overall spam placement increased, rising from 12.5% in 2016 to 13.5% in 2017. However, this increase is offset by the fact that consumers are now more likely to rescue wanted mail from the spam folder.</p> <p>Elsewhere, the amount of email delivered to the spam folder varied by industry, from just 3.5% for distribution and manufacturing to 23.7% for education, non-profit, and government senders.</p> <p>Subscribers also read email at a slightly lower rate than last year, but mail that is deleted before reading was also slightly less common than a year ago, falling to 11.9% in 2017 from 12.5% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2430/return_path.JPG" alt="" width="780" height="511"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69813-the-six-challenges-every-email-marketer-must-face" target="_blank">The six challenges every email marketer must face</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> <li><a href="https://www.econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Out of home investment leads to success</h3> <p>According to Warc’s latest edition of its <a href="https://content.warc.com/read-warc-data-global-ad-trends-report-excerpt-february-2018" target="_blank">Global Ad Trends report,</a> which comes from data across 96 countries and findings from 12 key ad markets, investment in out of home marketing is paying off for brands.</p> <p>It suggests that successful brands allocate 13% of their media budgets to out of home advertising. Meanwhile, the cost per thousand 'impressions' (CPM) for billboards is typically below the all media average, which is why brands with low to medium budget also tend to allocate the highest proportions towards out of home.</p> <p>The report also states that the biggest OOH spenders are government and non-profit campaigns, committing an average of 26% of total budgeted spend. Meanwhile, alcoholic drinks brands committed 6% of budget and retail brands committed 14%.</p> <p><strong>More on OOH:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do" target="_blank">Six clever examples of what dynamic outdoor advertising can do</a></li> <li><a href="https://www.econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet" target="_blank">Why digital out-of-home advertising is not really digital (yet)</a></li> </ul> <h3>Retailers with shopping apps see 50% of online sales take place on mobile</h3> <p>Criteo’s <a href="https://criteo-2421.docs.contently.com/v/global-commerce-review-q4-2017-united-kingdom-en" target="_blank">Q4 Global Commerce Report</a> suggests that mobile apps are continuing to drive purchases, as it reveals that retailers who operate a shopping app see 50% of online sales take place on mobile. The report is made up of purchasing data from over 5,000 retailers in 80 countries.</p> <p>It seems that the UK is way ahead of the rest of Europe for mobile shopping. Even when apps are excluded, mobile devices are said to account for 53% of online transactions in the UK, compared to 40% in Europe overall.</p> <p>Apps are key, however, as European retailers who operate a shopping app see 54% of sales take place in-app as opposed to on mobile web, while globally, omnichannel customers are generating seven times more value per shopper than offline-only customers.</p> <p>In the UK, fashion, luxury, health and beauty have seen the most dramatic rise in UK mobile sales, generating 56% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0009/2432/Criteo.JPG" alt="" width="706" height="412"></p> <p><strong>More on retail apps:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies" target="_blank">Are retail brands ditching mobile apps? A look at some stats &amp; case studies</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>‘Creepy’ personalisation leads consumers to look elsewhere</h3> <p>InMoment’s <a href="https://get.inmoment.com/2018-cx-trends-report/?utm_source=press%20release&amp;utm_campaign=CXTrends2018" target="_blank">2018 CX Trends Report</a> suggests that brands run the risk of losing customers from ‘creepy’ forms of personalisation. From a survey of 1,000 brands and 2,000 consumers in the US, 75% of respondents said they find most forms of personalisation at least somewhat creepy, while 22% said they would look for an alternative brand after a creepy experience.</p> <p>The report also suggests that the biggest offenders when it comes to creepy marketing tactics are banks – 56% of millennials report having an experience that felt creepy. Meanwhile, 52% said the same about healthcare companies, and 51% said it about technology brands.</p> <p>Lastly, it seems even brands themselves are aware of the dangers – 40% of the brands surveyed admit that their marketing can come across as <em>too</em> personal.  </p> <p><img src="https://assets.econsultancy.com/images/0009/2433/creepy.JPG" alt="" width="652" height="340"></p> <p><strong>More on personalisation &amp; CX:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important" target="_blank">17 stats that show why CX is so important</a></li> <li><a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">River Island's head of customer experience on the brand's CX strategy</a></li> </ul> <h3>Replying to online reviews can boost overall ratings</h3> <p>A <a href="https://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings" target="_blank">new study</a> highlighted in Harvard Business Review suggests that replying to online reviews can boost overall ratings. </p> <p>From the analysis of tens of thousands of hotel reviews and responses on TripAdvisor, it found that hotels who respond receive 12% more reviews, while their ratings increase by an average of 0.12 stars. This might sound like a miniscule increase, however, as TripAdvisor rounds average ratings to the nearest half, even small changes can impact overall scores. </p> <p>The study also found that, if hotels typically reply to comments, users are less likely to leave short and negative reviews (to avoid awkward interactions with hotel management).</p> <p><strong>More on online reviews:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation" target="_blank">Who should own customer reviews in your organisation?</a></li> <li><a href="https://econsultancy.com/blog/69227-how-to-attract-lots-of-quality-online-reviews-to-your-ecommerce-store" target="_blank">How to attract lots of quality online reviews to your ecommerce store</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69813 2018-02-20T13:28:33+00:00 2018-02-20T13:28:33+00:00 The six challenges every email marketer must face Ben Davis <p>They are... </p> <h3>1. Achieving relevance</h3> <p>Too much email. It is one of the tropes of modern life.</p> <p>So, how do you cut through the flab with relevant and compelling content? Without achieving relevance, your subscribers will rapidly stop opening your messages. </p> <h3>2. Determining the right frequency</h3> <p><a href="https://econsultancy.com/blog/64165-email-frequency-how-much-is-too-much">Frequency</a> is very important, and the right frequency differs between recipients. Some bargain hunters may want daily emails, others a monthyl browse.</p> <p>Email marketers must manage this balance – a tactic that goes hand in hand with creating relevant content.</p> <h3>3. Declining subscriber engagement through time</h3> <p>Email recipients are most responsive when they first subscribe, after which interest can decline.</p> <p>How can marketers assess current levels of engagement and develop strategies to maintain engagement through time? Testing of segmentation and personalised content is key.</p> <p><img src="https://assets.econsultancy.com/images/0009/2370/fig_1.png" alt="email engagement over time" width="400"> </p> <p><em>Decline in engagement with email through time for new subscribers who are not targeted through personalised messaging (Barratt, S. and Davis, S. (2009) Connected Commerce: The intersection of e-commerce and ecommunication).</em></p> <h3>4. Data quality and integration</h3> <p>Integrating ESP response data with information from a CRM database is commonplace, but robust data conventions are necessary, for example, standardising the names used for different fields, and having solid processes for syncing data and handling conflicts.</p> <h3>5. Deliverability</h3> <p>How do you get your emails delivered consistently through different ISPs, spam filters or corporate firewalls?</p> <p>Spam filters are one thing, but newer techniques from big webmail clients will look at past interaction and engagement in order to determine inbox placement. Email marketers should measure inbox delivery rate and identify methods for improving <a href="https://econsultancy.com/blog/64652-12-useful-tips-for-optimising-email-deliverability">deliverability</a>.</p> <h3>6. Rendering</h3> <p>There's no point in crafting excellent email creative if it doesn't display correctly in certain email clients or on mobile.</p> <h3>These challenges remain</h3> <p>Looking at Econsultancy's 2017 Email Marketing Census, when asked about their email marketing focus for the year ahead, respondents identified relevance, optimisation, deliverability and mobile rendering just as frequently as they did in 2016. This hints that these challenges remain, whereas the more recent challenge of automation fell significantly year on year.</p> <p><img src="https://assets.econsultancy.com/images/0009/2371/census_17.png" alt="email census" width="615" height="642"> </p> <p><em><strong>If you want tons of practical advice on email marketing, including extensive case studies (such as how Travelodge doubled their revenue from email) and a 60-point model for evaluating your email marketing capability, download our <a href="https://econsultancy.com/reports/email-marketing-best-practice-guide/">Email Marketing Best Practice Guide</a> (subscriber only).</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69658 2018-02-19T14:00:00+00:00 2018-02-19T14:00:00+00:00 A day in the life of... a B2B lifecycle marketing specialist Ben Davis <p>(Before we get down to it, remember if you're looking for a new role yourself to check out the <a href="https://jobs.econsultancy.com/?cmpid=EconBlog">Econsultancy jobs board</a>.) </p> <h4> <em>Econsultancy:</em> Please describe your job: What do you do? And who do you report to?</h4> <p><em><strong>MaryBeth McIvor:</strong></em> I am a Lifecycle Marketing Specialist at Storyblocks, a subscription based stock media site. I focus on our acquisition based emails which includes planning, testing, and executing weekly sends to our various segments as well as consistent maintenance of our automated trigger series. I report to the Senior Lifecycle Marketing Manager.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role?</h4> <p><em><strong>MM:</strong></em> I have to be both strategic and creative in my role, which is why I love it. Email marketing has restrictions set in place by email service providers and by the nature of email itself. Being able to work within these restrictions and then create something new and exciting can be really gratifying.</p> <p><img src="https://assets.econsultancy.com/images/0009/2351/headshot.jpg" alt="headshot" width="615"></p> <h4> <em>E:</em> Tell us about a typical working day… </h4> <p><em><strong>MM:</strong></em> Each day can look very different although there are some overarching similarities. A typical Monday involves checking in and reporting on how the weekend's email sends performed. Our weekend "batch and blast" sends can be great real estate for <a href="https://www.econsultancy.com/blog/69760-how-to-stay-safe-when-a-b-testing">a/b tests</a> whether it be offer testing or creative and copy tests. I'll analyze the results from those tests and begin building and executing the next weekend’s campaigns.</p> <p>Monitoring our automated trigger series performance is another big part of my day-to-day (That includes over 200 emails). It's a slow drip of information but it's another great place for getting answers on different audiences.</p> <p>In September we went through a re-brand and so part of day-to-day is being involved in a team within my company to institute creative consistency across all channels, including email.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em><strong>MM: </strong></em>I love how we have a creative culture that respects the importance of play. We are constantly reminded of why we are here; to serve creatives. Being able to laugh and execute projects in a playful setting allows for thinking outside of the box in a positive way.</p> <p>Creativity and creative work can be a lot of things but at the root of it, it’s fun, which is very clear in our company. We even have an "Innovation Day" where everyone works on a project outside of their job description. Coworkers bring their dogs in on a regular basis, an occasional scooter will zoom by, and brainstorming sessions feel lively and open. Every job has its stressors, but Storyblocks makes it easy to remember to laugh. </p> <p>Not much sucks about my job, but I think sometimes implementing a test can be frustrating when the results aren't what you had hoped for or if there isn't enough volume to get a decent read. But I think it's also important to look at testing as a piece of the puzzle and not as the final word.</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h4> <p><em><strong>MM: </strong></em>It depends on what the project is. I have conversion goals for all acquisition emails but it can be a lot grittier than that. It's important to look at delivery rate, unique open rates, unique click rates, and of course conversion rate to name a few. My goal for one project might be to increase conversion rate, which would mean looking at the full picture, but especially the landing pages.</p> <p>Knowing what the end goal is for each project is helpful in defining the <a href="https://econsultancy.com/blog/68416-analytics-demystified-part-ii-metrics-pis-and-kpis/">KPI</a>. I think the largest metric for measuring success is the question; is this benefiting our creative community?</p> <h4> <em>E:</em> What are your favorite tools to help you to get the job done?</h4> <p><em><strong>MM: </strong></em>Litmus is great for testing out template designs for mobile, but I really love the website reallygoodemails.com for design and copy inspiration. Being able to scroll through and pull bits and pieces for future testing possibilities is always a lot of fun. I also find Toggl really helpful for tracking my use of time on different projects.</p> <h4> <em>E:</em> How did you get into email marketing, and where might you go from here?</h4> <p><em><strong>MM: </strong></em>I was in the art gallery business prior to Storyblocks. I have a background in arts management and illustration so serving creatives has always been important to me. I found that when I was working at the gallery, the most gratifying part of my job was creating marketing materials and planning campaigns around new exhibitions.</p> <p>Email marketing at Storyblocks has been great because I am still serving artists, while also being able to work with design elements within emails. I see myself continuing down this path of pairing design with data. With email, I get to see how the designs perform in real time and help the data inform future designs. Wherever I go from here I want to continue to serve creatives, while growing as a creative individual myself.</p> <h4> <em>E:</em> Which brands have you been impressed by recently when it comes to email or multichannel marketing?</h4> <p><em><strong>MM:</strong></em> I love seeing what <a href="https://takecareof.com/">Care/of</a> creates. It’s interesting to see how other subscription based companies market themselves, even though they are selling vitamins which has different needs than stock media. They're aesthetic is clean and consistent and I find that their Instagram and email marketing tells a cohesive story.</p> <p>I usually go through my personal inbox on my phone at night if I am having a hard time sleeping. They must've noticed I usually open my emails at night, because I received an email asking if I was having a hard time sleeping and they then proceeded to sell me vitamins that could help with that. Using my email behavior as segmentation for a product that I could actually benefit from really impressed me.</p> <h4> <em>E:</em> Do you have any advice for people who want to work in email marketing?</h4> <p><em><strong>MM:</strong></em> If you’re interested in email marketing I think it’s important to have strong analytical and design skills. Even if you have someone else design your emails, it’s good to know what to ask for and what to test based upon results. You should optimize and constantly test everything.</p> <p>To strengthen these skills, I have taken a SQL class and a storytelling with data course. There are tons of classes online with Lynda if this is something that interests you. With design, you could take online courses, as well as just researching what competitors and other companies are creating. Websites like “reallygoodemails” or even Pinterest and Behance have a ton of designs to browse through. The more you look at great design, the more trained your eye will be to create and ask for what you want.</p> <p><em><strong>Or you can check out Econsultancy's <a href="https://www.econsultancy.com/reports/email-marketing-best-practice-guide">Email Marketing Best Practice Guide.</a></strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69730 2018-01-25T14:27:59+00:00 2018-01-25T14:27:59+00:00 Ask the experts: Email marketing optimisation Ben Davis <p>Here are their pearls of wisdom. Note you can skip between questions using the links below.</p> <p>(Additional note: Econsultancy provides <a href="https://econsultancy.com/training/courses/topics/email-marketing/">face-to-face and online training</a> in email marketing, and subscribers can download our <a href="https://www.econsultancy.com/reports/email-marketing-best-practice-guide">Email Best Practice Guide</a>).</p> <ol> <li><a href="#There%20are%20lots%20of%20things%20to%20optimise.%20Where%20should%20marketers%20look%20first?">There are lots of things to optimise. Where should marketers look first?</a></li> <li><a href="#Is%20there%20a%20particular%20metric%20marketers%20should%20be%20optimising%20for?">Is there a particular metric marketers should be optimising for?</a></li> <li><a href="#What%20new%20technologies%20or%20consumer%20behaviors%20are%20having%20most%20impact%20on%20email%20optimization?">What new technologies or consumer behaviors are having most impact on email optimization?</a></li> <li><a href="#What%20types%20of%20emails%20can%20be%20optimized%20most%20effectively?">What types of emails can be optimized most effectively?</a></li> <li><a href="#How%20far%20will%20AI%20take%20us?%20How%20important%20is%20the%20creative%20person%20and%20their%20instinct?">How far will AI take us? How important is the creative person and their instinct?</a></li> </ol> <h3>1. <a name="There%20are%20lots%20of%20things%20to%20optimise.%20Where%20should%20marketers%20look%20first?"></a>There are lots of things to optimise. Where should marketers look first?</h3> <p><strong>Kath Pay, founder and senior consultant, Holistic Email Marketing:</strong></p> <p>I would focus firstly on the subject line, as if they don’t open/read the email, then it’s hard to test everything else. But over and above that I recommend testing motivations as the more you know about your customers, the better you can speak to them.</p> <p>So, ask them what they like best; via testing in the channel that is one of the key drivers of traffic to your website – email marketing. Your email database contains your target market, so use email’s unique push ability and treat every email as a survey by asking your customers what they like via a scientific A/B testing program.</p> <p>By using a hypothesis and testing to determine a motivation, you are not limited to just testing one factor (i.e. subject line, CTA, landing page, copy, imagery). As long as they all support the hypothesis, for example “benefit-led copy will increase conversions over loss aversion-led copy” – you will be able to test the subject line, CTA, headlines, copy, imagery and landing page as you are testing a motivation rather than a factor or element of the email.</p> <p>This is what we call Holistic Testing.</p> <p>By seeking these long-term valuable insights through email marketing, you not only increase results within email marketing but you can share them across other channels to drive the business objectives that are common to all channels. Apply what you've learned to your website copy and organisation, to your search keywords, PPC campaigns and related landing pages, and in ads and banners you run on third-party sites in remarketing or network campaigns.</p> <p>Email gives you a good basic testing structure that you can build on to sharpen your insights and improve your marketing efforts bit by bit across all channels. It's another one of email's superpowers that marketers so often overlook or ignore. </p> <p>Ultimately, it's another reason why investing both time and money in email pays off across your entire marketing program.</p> <p><strong>Parry Malm, CEO, Phrasee:</strong></p> <p>Well, here’s the thing. I run Phrasee, a company that uses AI to create better subject lines than humans. So what am I gonna say here?</p> <p>Still, jokes aside: your subject line is the crux of your email marketing programme. If it sucks, then your snazzy content won’t get seen, no matter what time you send it. So yeah, logic and statistics indicate the subject line is where to start. Sure, I’m biased. BUT - that doesn’t make me wrong.</p> <p><strong>Dale Langley, head of deliverability, Emarsys:</strong></p> <p>Searching the Internet for ways to optimise your email program can often lead marketers into a crazed frenzy of making changes with little understanding of whether it’s sensible to make those changes and what the long term consequences may be. My advice is to remember one thing; no-one knows better what your customers want than you. You just need to read the signals and have a plan in place for measuring results. Different optimisations can work better for different stages of the customer lifecycle and some are better suited to short-term gains at the expense of long-term results.</p> <p>For example, using tempting offers in your email subject line such as 50% off will surprise (some of) your customers and lead to an increase in clicks, but where do you go from there? Some brands are now so perpetually stuck in the discount game that they’re unable to get out. Instead, use different offers for different segments (such as lapsing high-value customers) and use other channels, such as social media, to encourage one-time purchasers to re-engage.</p> <p>You also have to recognise that a customer’s profile will change over time. This includes when they prefer to read email, the frequency that they want to receive it at and the topics that interest them, a common mistake of marketers is to build a marvellous customer journey but to forget that customers can switch personas at any point. Our advice is to build out your personas and understand the motivation for each persona to engage with your brand, model the customer journey for each persona and built-in the ability for personas to change over time. This requires effort but it’ll pay dividends in the long-run.</p> <p>And if you’re interested in testing things like subject line, send time, content etc. make sure that you’re using a proper control group. This means that for a particular campaign, you will exclude a group of customers (the control group) who are similar to customers in the rest of your database and are only excluded for this one campaign. When you make your change (to subject line, send-time etc), measure the revenue generated by the control group vs. the campaign and you can determine whether the tactic you’ve employed yielded any results.</p> <h3>2. <a name="Is%20there%20a%20particular%20metric%20marketers%20should%20be%20optimising%20for?"></a>Is there a particular metric marketers should be optimising for?</h3> <p><strong>Parry Malm, Phrasee:</strong></p> <p>Many will say to focus on end conversions, and, in related news, many also don’t have a strong grasp on statistics. </p> <p>Think about it like this. Say you’ve got a list of 1m subscribers, and 20% open. That’s 200,000 events you can learn from. But then let’s assume a 10% click-to-open rate. You’re down to just 10,000 events - and you run the risk of making decisions on insignificant numbers. Let’s say you get a 10% conversion rate of clicks - that’s just 1,000 events. You’re unlikely to get a statistically significant result, and thus will be making decisions based upon random variance. (Pro tip: anyone who doesn’t understand this should not be in your analytics department)</p> <p>Here’s another fact: the data shows that, in the long run, open rates correlate very strongly with click rates. And guess what? Click rates correlate very strongly with conversion rates. Therefore, the dominant strategy is to use opens as a proxy metric for email marketing success.</p> <p>There are, of course, caveats to this. For example, you shouldn’t resort to spammer techniques just to get a few more opens in the short-run. Never forget that email marketing is, in essence, a form of advertising. You wouldn't put an ad on TV that was off-brand, so why would you send out emails that are?</p> <p>The sweet spot is when you’re maximising open rates whilst remaining on brand. That’s when you’re winning at life. Well, winning at email, but still, you gotta take the wins you can get.  </p> <p><strong>Dale Langley, Emarsys:</strong></p> <p>I’m tempted to say revenue since that’s the ultimate goal of most email programs. However, I’m going to say inbox placement rate since if your email isn’t in the inbox, it’s not generating revenue!</p> <p>If you’re having difficulties due to inbox placement then you need to figure out which levers you can pull to persuade the spam filters that your email should be delivered. Spam filtering mostly occurs these days when you’re sending email to people who aren’t engaging with your brand - so improve the acquisition tactics, introduce a re-engagement program and be prepared to suppress subscribers to your email program (or target through other channels) when they’re ignoring your efforts.</p> <h3>3. <a name="What%20new%20technologies%20or%20consumer%20behaviors%20are%20having%20most%20impact%20on%20email%20optimization?"></a>What new technologies or consumer behaviors are having most impact on email optimization?</h3> <p><strong>Dale Langley, Emarsys:</strong></p> <p>Consumers now have a relationship with the brands they engage with, right from the first interaction you’re influencing whether a consumer will turn into a loyal advocate or a one-hit wonder</p> <p>The days of your IT team triggering an email from the website upon signup and purchase, before the marketer takes over with batch and blast are gone. Every interaction a consumer has with your brand should be influenced by the marketer and through smart, AI-driven marketing automation platforms (like Emarsys), on which you have the ability to craft programs that adapt to the changing needs of the consumer.</p> <h3>4. <a name="What%20types%20of%20emails%20can%20be%20optimized%20most%20effectively?"></a>What types of emails can be optimized most effectively?</h3> <p><strong>Parry Malm, Phrasee:</strong></p> <p>To exist as a concept, “optimisation” inherently requires measurement. Therefore, the key feasibility driver is universe size. If you’ve got a list of 1000 people on your list, well, you can “optimise” to your heart’s content… but you’ll just be doing it for the lols, as any significance measures will be unattainable.</p> <p>It’s pretty simple, really. Focus on your campaigns with the biggest audience, which will in turn have the biggest impact on your bottom line. You’ll have way more data to experiment on and learn from. Then, apply what you learned to your smaller campaigns, and boom goes the dynamite. You’ll get that promotion you’ve been haranguing your boss about for the last six months. Congrats, big timer!</p> <p><strong>Kath Pay, Holistic Email Marketing:</strong></p> <p>All types can be – whether they’re campaign-based or automated. For either of these, processes and planning are key to success. With automated programmes, the hypothesis is being tested over time, which reduces the chances of time-sensitive anomalies, world events etc. affecting the results. However, with campaign-based tests, ideally, the hypothesis should be tested multiple times to ensure that the results are valid. A statistical confidence calculator should be used in all cases.</p> <h3>5. <a name="How%20far%20will%20AI%20take%20us?%20How%20important%20is%20the%20creative%20person%20and%20their%20instinct?"></a>How far will AI take us? How important is the creative person and their instinct?</h3> <p><strong>Parry Malm, Phrasee:</strong></p> <p>AI can do a lot less than what you probably think it can. For every <a href="https://www.theguardian.com/science/2017/oct/18/its-able-to-create-knowledge-itself-google-unveils-ai-learns-all-on-its-own">AlphaGo</a>, there’s a <a href="https://gizmodo.com/here-are-the-microsoft-twitter-bot-s-craziest-racist-ra-1766820160">Tay, the racist chatbot</a>. Everyone seems to think we’re approaching an AI apocalypse, where the machines take over. When that happens, I, for one, will welcome our new robot overlords.</p> <p>Here’s the reality. There are limited - and powerful - use cases for AI currently, and also for the foreseeable future. Here’s one powerful use case as a (totally unexpected amirite?) example: using AI to generate optimal subject lines. It is a known business requirement - to increase eyeshare on your marketing messages - that we solve by combining two forms of AI (NLG &amp; deep learning). It's a niche problem, for sure, and that's by design.</p> <p>The fact that we use AI is super dope. But – and it’s a Sir-Mixalot-sized BUT – that in itself doesn’t solve your problems.</p> <p>Instead, here’s my advice: if you have 60 minutes to solve a problem, spend 55 minutes thinking about the problem, and 5 minutes on the solution. If the solution uses AI, awesome, and if not, that’s OK too.  The important thing is that your problem is solved.</p> <p><strong>Dale Langley, Emarsys:</strong></p> <p>In simple terms, human-driven personalization can’t scale. It just can’t deliver on true 1:1 experience that consumers want and brands strive for. AI can, which provides an opportunity for brands that understand how to introduce hype-free, tangible AI solutions effectively. AI allows us to analyze vast amounts of data, understand consumer patterns and channel preference and to craft incredibly personalized consumer journeys. Furthermore, AI allows us to do this in real-time rather than spending hours creating huge (or many micro) segments. It’s taking us much closer to the 1:1 consumer-brand relationship that we’re all striving for….the promise of marketing.</p> <p>However, AI isn’t human. It can’t (yet) build something from scratch without basing it on what it knows from the past and it can’t cater well for emotion and a true personal connection. This is why the combination of AI and human ingenuity is the key to successful marketing. We believe that AI can take on the burden of marketing execution, leaving the marketer more time to focus on strategy, content and what we believe will be a new creative renaissance.</p> tag:www.econsultancy.com,2008:BlogPost/69733 2018-01-22T15:25:00+00:00 2018-01-22T15:25:00+00:00 How consumer tech habits could be impacting email success Nikki Gilliland <p>Here’s a look at how changing user behaviour could be having an impact on email marketing, plus insight into whether send time and other tactical elements really do make a difference.</p> <h3>Targeting tech-addicts</h3> <p>Deloitte’s 2017 <a href="https://www2.deloitte.com/uk/en/pages/technology-media-and-telecommunications/articles/mobile-consumer-survey.html" target="_blank">Global Mobile Consumer</a> survey suggests that the average user checks their phone continually throughout the day. However, there are certain times when usage peaks – specifically first thing in the morning and last thing at night. </p> <p>89% of consumers check their phone within the first hour of waking, while 82% check it before they go to sleep. Of course, this does not necessarily mean that people are automatically looking at emails, but common sense suggests that it is quite likely.</p> <p>MailChimp’s <a href="https://blog.mailchimp.com/insights-from-mailchimps-send-time-optimization-system/" target="_blank">research from 2014</a> backs up the notion that morning is the optimum time to reach users, suggesting that 8am to 10am typically generates the most success. Similarly, Hubspot’s 2015 study suggests 11am.</p> <p><img src="https://assets.econsultancy.com/images/0009/1723/tech_in_bed.jpg" alt="" width="650" height="433"></p> <p>But what about the growing number of people who are checking devices late at night – even throughout the night? There has been suggestion that marketers should consider this when debating send times. Experian’s 2012 study (albeit somewhat outdated now) says that 8pm to midnight leads to the highest response rates. Campaign Monitor also suggests this time is ideal for targeting users who are winding down from work and more likely to casually check their emails before bed.</p> <p>Overall, it seems that while open rates might peak in the morning, meaningful action (such as click-through’s or purchases) tends to take place later on in the day. This falls in line with changing consumer behaviour, whereby people are doing their own additional research before making a purchase at a later point.</p> <p>So, with technology usage at an all time high (and at all times of the day), there might not be an optimum time to reach consumers – however it is down to marketers to figure out when is the best time to reach consumers at the point when they are most likely to react. </p> <h3>The impact of mobile</h3> <p>Econsultancy’s <a href="https://econsultancy.com/reports/email-marketing-best-practice-guide/" target="_blank">Email Marketing Best Practice Guide</a> suggests that the old B2B adage of ‘send in time for the recipient to be sitting at their desk’ no longer applies. This is unsurprising, given the rise of mobile, and 54% of email now being opened on a smartphone</p> <p>The rise of mobile also means that, along with those people checking emails from their bed, many are also taking the opportunity to multitask on their morning commute, sorting out their email inbox as they also listen to music, browse the internet, and check social media apps.</p> <p>Despite this, research suggests that marketers could still be failing to optimise their emails for mobile – which could be hugely impacting mobile conversions. A study by Movable Ink (which Marketing Week <a href="https://www.marketingweek.com/2015/06/11/brands-failing-to-optimise-emails-for-mobile-devices/" target="_blank">also highlights</a>) found that while 71% of marketing emails were opened on mobile in Q1 2015, just 25% of conversions occurred on this device (compared to 39% on desktop).</p> <p>From short subject lines to button sizes, there are many ways to <a href="https://econsultancy.com/blog/62019-seven-tools-to-optimize-your-email-marketing-for-mobile" target="_blank">optimise emails for mobile</a>. When it comes to reaching on-the-go consumers, it is clear that having a mobile-first strategy is vital.</p> <p><img src="https://assets.econsultancy.com/images/0009/1726/dominos_email.JPG" alt="" width="500" height="455"></p> <h3>Don’t dismiss the weekend</h3> <p>While it’s important that emails are designed for small screens, it’s also helpful for marketers to consider other factors that might make emails more engaging at varying times of the day or on different days of the week.</p> <p>For example, though the weekend is not typically thought of as a good time to send emails (many studies report the weekend as generating the lowest open rates) – users who do open emails at this time tend to show greater levels of engagement. </p> <p>For brands that include in-depth content in emails, this means that the weekend should not necessarily be seen as a no-go area. Quite the opposite in fact, as it could be the best time to reach people when they are more open and willing to spend time reading, watching, or clicking through to further browse.</p> <h3>Meeting expectations</h3> <p>Users might be more willing to engage with emails at certain times of the day, but do their expectations of email content impact success?</p> <p>According to Monetate, the answer is a firm yes, with <a href="http://internetretailing.net/2016/06/retailers-risk-alienating-customers-83-expect-personalised-experience/" target="_blank">83% of customers</a> now expecting brands to personalise experiences for them. Experian also suggests that personalised emails deliver 6x higher transaction rates.</p> <p>One way to meet this need is through real-time marketing – which essentially refers to email that is triggered by specific consumer behaviour, e.g. an abandoned basket, or using data such as weather or past purchases to push a related offer.</p> <p>Conveniently for marketers, this somewhat negates the time of day question, as it will always depend on the contextual circumstances of the recipient. Meanwhile, it also ensures that emails will be highly relevant and more tailored towards the user’s specific needs.</p> <p><img src="https://assets.econsultancy.com/images/0009/1724/Image-1.jpg" alt="" width="400" height="711"></p> <h3>Key takeaways</h3> <p>So, what do email marketers need to remember?</p> <p><strong>There is not one optimum send time</strong> – only insight, based on demographics, past-engagement, and so on. Many ESPs now have a function called Send Time Optimisation (STO), which allows emails to be sent at a time when they’re most likely to be read (based on past experience).</p> <p><strong>All devices are equal</strong>. Sure, desktop might lead to more conversions, or mobile might generate better open rates, but marketers should take all devices and channels in to consideration, and optimise for all in order to account for shifting user behaviour. </p> <p><strong>Context trumps timing</strong>. Again, negating the argument that send time is one of the most important factors, contextual data and insight is likely to lead to greater engagement. With real-time triggers creating hyper-relevant and personalised emails – it’s surely a no brainer for marketers looking to improve campaign success.</p> tag:www.econsultancy.com,2008:Report/1980 2018-01-01T00:00:00+00:00 2018-01-01T00:00:00+00:00 Digital Intelligence Briefings Econsultancy <h3>Download the latest Digital Intelligence Briefing (2018 Digital Trends) <a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">here</a>.</h3> <p>Econsultancy's <strong>Digital Intelligence Briefings </strong>look at some of the most important trends affecting the marketing landscape.</p> <p>Marketers around the world are surveyed on a regular basis to give an accurate bellwether of trends that matter to marketers. Each year kicks off with a broader view on where marketers are focusing their attention. For the rest of the year, Econsultancy’s Research Team dig into some of the key trends to add depth and insight.</p> <p>These reports will benefit senior marketers with budget and planning responsibility who wish to benchmark themselves against their industry peers. They provide many stats and data points to assist with business cases, presentations and client pitches.</p> <p>The Digital Intelligence Briefings are sponsored by <a title="Adobe" href="https://www.adobe.com/uk/experience-cloud.html">Adobe</a>.</p> <p><strong>2018</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2018 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/">2018 Digital Trends</a></li> </ul> <p><strong>2017</strong></p> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends/">2017 Digital Trends</a></li> <ul> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Financial Services and Insurance" href="https://econsultancy.com/reports/2017-digital-trends-in-financial-services-and-insurance/">2017 Digital Trends in Financial Services and Insurance</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Retail" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-retail/">2017 Digital Trends in Retail</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in B2B" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-b2b/">2017 Digital Trends in B2B</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in the Technology Sector" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-technology/">2017 Digital Trends in the Technology Sector</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in South Africa" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-south-africa/">2017 Digital Trends in South Africa</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Media and Entertainment" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-media-and-entertainment/">2017 Digital Trends in Media and Entertainment</a></li> <li><a title="Digital Intelligence Briefing: 2017 Digital Trends in Healthcare and Pharma" href="https://econsultancy.com/reports/digital-intelligence-briefing-2017-digital-trends-in-healthcare-and-pharma/">2017 Digital Trends in Healthcare and Pharma</a></li> <li><a href="https://econsultancy.com/reports/2017-digital-trends-in-it/">2017 Digital Trends in IT</a></li> </ul> </ul> <p><strong>2016</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2016 Digital Trends" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">2016 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity" href="https://www.econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a></li> <li><a title="Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity" href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of the Mobile Opportunity</a></li> <li><a title="Digital Intelligence Briefing: Succeeding in the Omnichannel Age" href="https://econsultancy.com/reports/digital-intelligence-briefing-succeeding-in-the-omnichannel-age/">Succeeding in the Omnichannel Age</a></li> </ul> <p><strong>2015</strong></p> <ul> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2015-digital-trends/">2015 Digital Trends</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">The Quest for Mobile Excellence</a></li> <li><a title="Quarterly Digital Intelligence Briefing: The Multichannel Reality" href="https://econsultancy.com/reports/the-multichannel-reality/">The Multichannel Reality</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-cx-challenge/">The CX Challenge</a></li> </ul> <p><strong>2014</strong></p> <ul> <li><a title="Quarterly Digital Intelligence Briefing: 2014 Digital Trends" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends">Digital Trends for 2014</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity">Finding the Path to Mobile Maturity</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Delivering Digital Experiences" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-delivering-digital-experiences">Delivering Digital Experiences</a></li> <li><a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-why-marketing-should-be-personal/">Why Marketing Should Be Personal</a></li> </ul> <p><strong>2013</strong></p> <ul> <li> <a title="Quarterly Digital Intelligence Briefing: Digital Trends for 2013" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013">Digital Trends for 2013</a> </li> <li> <a title="Quarterly Digital Intelligence Briefing: From Content Management to Customer Experience Management" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-from-content-management-to-customer-experience-management">From Content Management to Customer Experience Management</a> </li> <li><a title="Quarterly Digital Intelligence Briefing: Optimising Paid Media" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-optimising-paid-media">Optimising Paid Media</a></li> <li><a title="Channels in Concert: Trends in Integrated Marketing" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-integrated-marketing">Trends in Integrated Marketing</a></li> </ul> <p><strong>2012</strong></p> <ul> <li><a title="Digital Trends for 2012" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2012/">Digital Trends for 2012</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi">Personalisation, Trust and Return on Investment</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social">Managing and Measuring Social</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Making Sense of Marketing Attribution" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-making-sense-of-marketing-attribution">Making Sense of Marketing Attribution</a></li> </ul> <p><strong>2011</strong></p> <ul> <li><a title="Digital Trends for 2011" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q2-2011">Digital Trends for 2011</a></li> <li><a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-q3-2011">Impact of Marketing Technology on Business</a></li> <li><a title="Quarterly Digital Intelligence Briefing: Social Data" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-social-data">Social Data</a></li> </ul> <p><em>All reports are free to download as part of an Econsultancy subscription.</em></p> <h3><strong>More trends analysis from Econsultancy</strong></h3> <p>Enterprise subscribers also have access to <a title="Econsultancy Digital Shift" href="https://econsultancy.com/reports/digital-shift">Digital Shift</a>, a quarterly service which curates and interprets the most important developments, trends and innovation. Our aim? To make it simple for you to keep track of the key developments in digital technology and marketing. </p> <h4>Find out more about Econsultancy subscriptions</h4> <p>Email us on <a href="mailto:subscriptions@econsultancy.com">subscriptions@econsultancy.com</a>.</p> <p>Or call your local team:</p> <ul> <li>EMEA: Paul Simmons, +44 (0)20 3199 7118</li> <li>Americas: Thomas Liou , +1 212 971 0631</li> <li>APAC: Jefrey Gomez, +65 6653 1911</li> </ul> tag:www.econsultancy.com,2008:BlogPost/69688 2017-12-21T12:00:00+00:00 2017-12-21T12:00:00+00:00 Email trends in 2018: What do the experts predict? Nikki Gilliland <h3>From traffic to transactions</h3> <p style="font-weight: 400;"><strong><a href="https://www.linkedin.com/in/sledgerwood/" target="_blank">Steven Ledgerwood</a>, Managing Director UK, Emarsys:</strong></p> <p style="font-weight: 400;">Big-name brands have been exploring ways to turn email from a traffic channel to a direct revenue generator, and I expect this to be a big focus in 2018. Embedded ‘Buy Now’ options, allowing consumers to purchase goods and services from within an email, and integrated bills which encourage customers to pay their electricity or gas bills within their email instead of having to go directly to a site, will become increasingly common.</p> <p style="font-weight: 400;">As part of this, ‘batch and blast’ email campaigns are likely to become less frequent in the near future. With the content and design of every email now determined by consumers’ personal preferences to increase conversions, bulk emails will become less frequent as they simply can’t be tailored to unique user preferences.</p> <p style="font-weight: 400;">With the above changes in mind, email will become one of the largest transaction platforms on earth in the coming years, moving well beyond its traditional roots as a traffic channel.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/1278/net_a_porter.JPG" alt="" width="400" height="633"></p> <h3>ESP agnosticism</h3> <p style="font-weight: 400;"><strong><a href="https://twitter.com/ParryMalm" target="_blank">Parry Malm,</a> CEO, Phrasee:</strong></p> <p style="font-weight: 400;">In 2017, and in 2018, and 2019, companies will change their ESPs more than they change their socks, often blaming a technology provider for their woes. But, there’s a problem with this - most ESPs are basically the same thing. Sure, some have some bells and whistles here and there, but you upload data, upload HTML, and click launch.</p> <p style="font-weight: 400;">The future of this channel is not ESPs, and hasn’t been for some time (a trend I called in 2016). ESP-agnostic solutions - like KickDynamic, MovableInk, FreshRelevance, LiveIntent - and of course Phrasee (yep, I love a shameless plug) are the companies that will be driving things forward.</p> <h3>Realistic AI</h3> <p><strong>Parry Malm:</strong></p> <p>Sure, AI can drive autonomous vehicles, and can probably cure cancer more effectively than doctors. But there are other, more important things it can do - for example, optimising email subject lines.</p> <p>The focus in 2018 should shift away from apocalyptic and quixotic (and unrealistic) use cases for AI, and focus on ones that can be used right now to either save money, or make money. AI may steal your job in 2040, but in 2018, it can get you promoted - if you use it wisely.</p> <h3>Creative AI</h3> <p><strong>Steven Ledgerwood:</strong></p> <p>It’s always exciting to discover new ways to communicate more closely and effectively with customers. In automaton and AI, we now have the tools to do that, and many brands are already making use of their capabilities to enhance their execution of email campaigns. But what excites me is the next step: using AI to complement creativity.</p> <p>By harnessing all aspects of email engagement data - not just CTRs - and converting it into actionable insight, brands will be able to create bespoke communications for their customers at scale, allowing marketers to dedicate their time to what they love – the creative content of campaigns. Only by doing this will they achieve true differentiation in the market.</p> <p><img src="https://assets.econsultancy.com/images/0009/1280/AI_email.JPG" alt="" width="500" height="330"></p> <h3>Fostering engagement</h3> <p><strong><a href="https://www.linkedin.com/in/cavanaugh" target="_blank">Colby Cavanaugh</a>, Senior VP of marketing, Emma, Inc:</strong></p> <p>Email marketing in 2018 will be more about engagement than acquisition. Having a subscriber list that’s fully engaged is not only going to give marketers better results from an analytical perspective, it’s going to give them higher priority in terms of actually reaching the inbox. They’ll have to resist the temptation to be on the “grow your audience” treadmill, where it’s acquire, acquire, acquire all the time. Instead, they’ll take a moment to focus, provide value, and be generous to their most engaged audience.</p> <h3>Dynamic content</h3> <p><strong><a href="https://twitter.com/gcharlton" target="_blank">Graham Charlton</a>, editor in chief, SaleCycle:</strong></p> <p>Emails will continue to become smarter, as the competition for attention increases. </p> <p>Brands will increasingly use data to personalise and create emails which are more relevant to the recipient’s interests, habits and purchase history. We’ll also see more use of dynamic content, where elements of the email are updated as people open them. For example, live pricing can be shown, and images and other content can be adapted to the recipient’s location.</p> <p><img src="https://assets.econsultancy.com/images/0009/1279/live_pricing.JPG" alt="" width="350" height="473"></p> <p><em><strong>Any thoughts? Get stuck in below.</strong></em></p>