tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2018-05-18T13:52:02+01:00 tag:econsultancy.com,2008:BlogPost/70038 2018-05-18T13:52:02+01:00 2018-05-18T13:52:02+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Tweets of more than 140 characters generate greater attention</h3> <p style="font-weight: 400;">According to <a href="https://www.theeword.co.uk/blog/short-and-sweet-or-bigger-and-better-a-study-into-tweet-length" target="_blank">new research</a> by theEword, longer tweets could lead to greater attention from users.</p> <p style="font-weight: 400;">In contrast to the belief that brevity is the key to engagement, the study – which used eye-tracking technology to gauge attention – found that mobile users of Twitter linger for an extra 0.5 seconds if a tweet contains over 140 characters. Similarly, people can spend up to 0.7 seconds longer on tweets if it also contains an image.</p> <p style="font-weight: 400;">Despite this news, the report states that there are still far fewer long-form tweets published on Twitter overall, with the majority of users under the (wrong?) impression that shorter is better.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/4569/tweet_stats.png" alt="longer tweets get greater user attention" width="780" height="390"></p> <p style="font-weight: 400;"><strong>More on tweet length:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://econsultancy.com/blog/69575-how-marketers-can-benefit-from-twitter-s-new-280-character-format" target="_blank">How marketers can benefit from Twitter’s new 280 character format</a></li> <li><a href="https://econsultancy.com/blog/69451-twitter-is-testing-longer-tweets-the-pros-and-cons" target="_blank">Twitter is testing longer tweets: The pros and cons</a></li> </ul> <h3>Digital advertising predicted to account for 35% of total luxury adspend by 2019</h3> <p>Zenith’s latest report <a href="https://www.zenithmedia.com/hospitality-leads-digital-transformation-of-luxury-category/" target="_blank">predicts</a> that digital advertising will account for 35% of total luxury adspend by 2019. </p> <p>This is largely driven by hospitality brands, as 50% of luxury hospitality advertising will be digital this year - up from 47% in 2017.</p> <p>Elsewhere, Zenith predicts that luxury automobile brands will spend 39% of their ad budgets on digital advertising in 2018, watch &amp; jewellery brands will spend 28%, while fashion &amp; accessory brands will spend just 13%.</p> <p>Lastly, with digital advertising now responsible for almost all the growth in luxury adspend, Zenith has forecast luxury advertising in digital media to grow by $886 million between 2017 and 2019.</p> <p><strong>More on luxury brands:</strong></p> <ul> <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> <li><a href="https://www.econsultancy.com/blog/69942-why-chanel-is-the-most-influential-luxury-brand-on-social" target="_blank">Why Chanel is the most influential luxury brand on social</a></li> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend" target="_blank">Luxury brands must focus on digital experiences to fight the discount trend</a></li> </ul> <h3>Social power of English premiership footballers greater than clubs</h3> <p>Ahead of the FA Cup final, Pitchside has revealed that individual players are becoming much more powerful brands than the clubs they play for.</p> <p><a href="https://www.pitchside.agency/" target="_blank">In a study</a> of 400 players from the Premier League, the social power of players was found to be an average of 2.38x stronger than their respective clubs.</p> <p>On Instagram, the top 20 Premier League footballers share a combined total of 175m followers - almost three times as many as the top 20 clubs, who share 62.6m.</p> <p>Instagram is clearly the place to be, as the platform continues to draw players away from other social media channels. Just 59% of players now have an official Facebook presence versus 91% on Instagram. Meanwhile, Instagram accounts for over 50% of the total follower base of the younger players, compared with only 38% across all the Premier League players.</p> <p><a href="https://econsultancy.com/admin/blog_posts/new/social%20power%20comparison"><img src="https://assets.econsultancy.com/images/0009/4563/Pitchside.JPG" alt="top prem players on social media list" width="364" height="556"></a></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/70002-six-of-the-best-footballers-on-social-media" target="_blank">Six of the best footballers on social media</a></li> <li><a href="https://econsultancy.com/blog/69532-tottenham-hotspur-put-focus-on-user-generated-content-to-boost-ecommerce-sales" target="_blank">Tottenham Hotspur put focus on user-generated content to boost ecommerce sales</a></li> <li><a href="https://econsultancy.com/blog/69332-how-premier-league-club-websites-are-changing-a-swansea-and-stoke-case-study" target="_blank">How Premier League club websites are changing: A Swansea and Stoke case study</a></li> </ul> <h3>Retailers losing out due to poor digital marketing</h3> <p>A new r<a href="https://www.dotmailer.com/hitting-the-mark/" target="_blank">eport by Dotmailer</a> – which involves the analysis of 100 retail brands across six sectors in the UK, US, and APAC - has revealed that businesses of all sizes are missing out on potential sales returns, as well as the opportunity to build longer-lasting relationships with customers. </p> <p>It appears this is largely due to failure to implement simple steps in the customer journey. 66% of retailers analysed failed to use any form of audience segmentation, and 56% failed to send abandoned cart emails. Meanwhile, 53% of brands failed to send an aftersales review email, and the average post-purchase evaluation score was 39% for all retail brands, highlighting an overall lacklustre experience.</p> <p>When it comes to data, nine in ten brands scored a meagre 13% for personalisation, and retail brands scored an average of 31% in using customer-behaviour data to drive their strategy.</p> <p>It’s not all doom and gloom, however, as 42% of brands scored 100% for UX - a clear indication that retailers have somewhat refined the user experience. See the study’s top 10 retail brands for email marketing and customer experience below.</p> <p><img src="https://assets.econsultancy.com/images/0009/4564/dotmailer.JPG" alt="top 10 brands for email and CX" width="308" height="420"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69936-how-to-start-turning-data-into-customer-experience-insight" target="_blank">How to start turning data into customer experience insight</a></li> <li><a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales" target="_blank">Five advanced data and segmentation tactics for marketing and sales</a></li> </ul> <h3>‘Royal wedding’ sees 188% increase in search interest</h3> <p>New <a href="http://www.hitwise.com/gb/blog/2018/05/uks-top-royal-wedding-searches/?bis_prd=1" target="_blank">search data from Hitwise</a> suggests that excitement about the Royal wedding is reaching fever pitch ahead of the big day this Saturday.</p> <p>In the past four weeks, there has been a 188% increase in searches for ‘royal wedding street parties’, with this being led by Brits in the East of England, predominately women (67% of which are aged 55 and over).</p> <p>The data further reveals 54% of search traffic around the royal wedding is heading to news and media outlets, but another 15% is driving searches to retail sites. In fact, terms with ‘royal wedding’ were searched for nearly 80,000 times on Amazon since the start of May.</p> <p>Meanwhile, research by MyVoucherCodes predicts that Brits are set to splash out £225m in celebration. Based on a survey of over 2,000 UK adults, London was found to be the most patriotic region, with the city predicted to fork out a collective £106 million on food, drink, and other memorabilia. Scotland was found to be the second most patriotic region, ready to spend £29 million.</p> <p><strong>More on search:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69735-what-google-s-memory-loss-means-for-content-and-seo-strategy" target="_blank">What Google's memory loss means for content and SEO strategy</a></li> <li><a href="https://www.econsultancy.com/blog/69770-five-tips-for-an-evergreen-seo-strategy" target="_blank">Five tips for an evergreen SEO strategy</a></li> </ul> <h3>Vodafone UK most quick to respond to social customer queries</h3> <p><a href="https://www.quintly.com/blog/uk-brands-on-social-media-report" target="_blank">Quintly’s latest report</a> delves into how the UK’s 20 most valuable brands use social media. To do so, it looked at key metrics including follower performance, engagement, and customer service.</p> <p>In terms of the brands that won and lost followers last year, Quintly says Burberry received the highest amount of new followers among all analysed brands on Instagram and Twitter, gaining 2,222,693 and 1,084,240 respectively. However, on Facebook, Marks &amp; Spencer performed remarkably, gaining 463,088 followers in 2017.</p> <p>On the other end of the spectrum is Shell, which lost over 400,000 fans in a single day on 4th April 2017. There was no scandal that could have caused this, so insight suggests that this was due to relocating followers away from a global page to a newly-created regional page. This is backed up by Shell’s high interaction rate. In March, May and December 2017, it received the most interactions, with over 4.4 million on Facebook.</p> <p>When it comes to customer service, Vodafone UK performed the best, answering 3,374 out of the 18,996 questions they received in less than two hours. Three UK comes in second, answering almost 2,841 user requests in under two hours, followed by Sainsbury’s which answered 2,616 questions quickly.</p> <p><img src="https://assets.econsultancy.com/images/0009/4565/FB_interactions.JPG" alt="brand facebook interactions" width="780" height="255"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69976-what-facebook-and-instagram-s-big-api-changes-could-mean-for-brands" target="_blank">What Facebook and Instagram's big API changes could mean for brands</a></li> <li><a href="https://www.econsultancy.com/blog/69792-how-lego-uses-instagram-to-inspire-fans-of-all-ages" target="_blank">How Lego uses Instagram to inspire fans of all ages</a></li> <li><a href="https://www.econsultancy.com/blog/69974-six-mistakes-social-customer-service-teams-should-avoid" target="_blank">Six mistakes social customer service teams should avoid</a></li> </ul> tag:econsultancy.com,2008:BlogPost/70022 2018-05-15T10:31:00+01:00 2018-05-15T10:31:00+01:00 GDPR and email marketing: Everything’s gonna be all right Parry Malm <p>In fact, broadly speaking, the EU’s impending General Data Protection Regulation (<a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a>) legislation is actually a good thing, even if we may not all understand exactly how just yet.</p> <p>Here’s why:</p> <h3>GDPR is a good thing for consumers</h3> <p>The fact is, people have been giving away their personal data for free, unwittingly and ignorantly, for years.</p> <p>Even those consumers who understood that their data was being collected by the companies and brands they were interacting with (which, btw, is a very small percentage) had very little understanding of why anyone would want their data in the first place, let alone what their data was being used for.  </p> <p>And in a world where consumers don’t know or understand how their data is being used, can anyone really give “consent”? </p> <p>The days of living in a fantasy land where we all pretend that consent consists of requiring a consumer to click a box indicating that they’ve “read and understood” a lengthy, opaque “terms and conditions” document as part of a relatively small digital transaction, doing whatever brands want with consumer’s data – for an indefinite period of time – are over.</p> <p>As well they should be.</p> <p>Nobody reads those things, and even fewer understand them. You know it, I know it, and every brand that’s ever added one to a digital signup process knows it, too. That’s why those terms and conditions documents have gotten longer and more all-encompassing with every passing year, and that’s how people have been unwittingly giving up their rights, one check-box at a time, for the better part of two decades.   </p> <p>That’s not the way business should be done.</p> <p><strong>Imagine walking into a shop, browsing for a few minutes then finding a pair of underwear you’d like to buy (for example, <a href="https://econsultancy.com/blog/66874-bjorn-borg-underwear-why-i-think-they-re-the-masters-of-marketing">these</a>).</strong> You walk to the checkout, only to have the cashier hand you a 20-page legal document, asking you to sign it before allowing you to make your purchase. Then imagine that you sign the document without reading it. You move on with your life, one pair of underwear richer than you were before, blissfully unaware that you’ve just given that shop permission to follow you around, recording your every move.  And then having that shop sell that information to whomever they want  for the rest of your life, all without telling you.</p> <p>Sounds like an awfully strange transactional process, does it not?</p> <p><img src="https://assets.econsultancy.com/images/0009/4459/undies.png" alt="underpants with t&amp;cs" width="615"></p> <p>As it turns out, most consumers have no problem with companies holding their data, as long as they know what they are doing with it – and can easily make it stop whenever they want.</p> <p>That’s the goal of the GDPR: data sovereignty. And it’s a noble goal that should be lauded. It allows individuals to maintain their privacy from private companies and ensures that people’s data is not used for spurious purposes.</p> <h3>GDPR is a good thing for brands (and email marketers!)</h3> <p>Although constructed by bureaucrats in Brussels with plenty of ambiguity and a pinch of overreach baked right into its 120+ pages, the hefty GDPR legislation will help brands and email marketers do their jobs better in the end.</p> <p>It’s unfortunate that the ambiguous language of the GDPR has created such widespread panic and paranoia in the email marketing realm. It’s a powerful weapon, but it isn’t pointed at us. In fact, nowhere in the GDPR’s 120+ pages are the words “email marketing” used at all. Not once (or at least, not once before I got so bored of reading it that my eyes glazed over and I drooled myself into a fitful slumber). </p> <p>This is not legislation that’s focused on email marketing. Far from it, in fact. The GDPR addresses philosophical concerns about data privacy. The most important area of the legislation is the requirement for “legitimate interests” to process personal data – meaning that the data a company uses must be collected and processed in the interests of the person whose data they’re processing, or for legitimate (and non-dodgy) business reasons.</p> <p>A company storing a consumer’s name, purchase dates, and addresses for warranty or repair schedule purposes is legitimate interest.</p> <p>But: a smart watch company storing a consumer’s personal health data, or an ancestry site storing consumer’s DNA info? Is there a legitimate interest for the consumer there? You could easily argue not so much.</p> <p>This is where GDPR will be applied. <strong>The law is not intended to stop you from marketing.</strong> The law is designed to stop companies from storing individual data for dubious purposes. That’s why fears of an email marketing witch-hunt are unfounded.</p> <p>That’s not to say that the GDPR will have no impact whatsoever on email marketing. Obtaining “consent” might require a bit more work than it did before, which is a scary prospect for marketers who’ve gotten lazy.</p> <p>Opt-ins (consent) will be a bit tougher to come by and opt-outs will have to be made a bit easier for subscribers.</p> <p>That’s a good thing.</p> <p>Under the GDPR, getting “consent” requires you to obtain a positive opt-in. That much is true. The thing is, this has been best practice in email marketing for a long time, and for good reason. If you haven’t already been doing your due diligence to obtain positive opt-ins from your subscribers, you’ve simply been doing email marketing wrong.</p> <p>Why on earth would you want to trick someone into subscribing to your email list? What possible benefit can there be to sending unwanted marketing emails to someone?</p> <p>It’s time to step your email marketing game up.</p> <p>For brands and email marketers who are already following email marketing best practices, email marketing in a GDPR world will be much the same as it was in the pre-GDPR world.</p> <p>For those that haven’t been following email marketing best practices, here are a few tough truths you need to hear:</p> <ul> <li>It’s your job to persuade people to want to hear from you. That’s what marketing is. </li> <li>If your email marketing is on-point, offers your subscribers value, uses the most engaging language possible (including awesome <a href="https://www.econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines">subject lines</a>, obv), your subscribers will trust your brand, engage with your emails and be glad to hear from you.</li> <li>If your email marketing sucks, you offer your subscribers nothing of value, and you use boring language and lame subject lines, your subscribers will view your emails as an unwanted nuisance. Tricking more people into subscribing to your list and making it hard to opt out won’t change this and won’t improve your lot in any way. In the new GDPR reality, such tactics will ensure the ICO will be coming after you. Sorry, but it’s true. </li> </ul> <p>GDPR is encouraging brands to build trust with their subscribers, which you should’ve been endeavoring to do all along.</p> <p>Stop looking for loopholes. Focus on using the most engaging language possible in your email marketing to ensure that your subscribers trust and stay engaged with your brand.</p> <h3>Moving forward, here are a few GDPR pointers:</h3> <ol> <li>Don’t try to trick people into subscribing</li> <li>Don’t collect spurious data for dubious and opaque purposes</li> <li>Make your email content and subject lines as engaging as possible (Plug: <a href="https://phrasee.co/">Phrasee</a> can help with this!)</li> <li>Make it easy for subscribers to opt out of your mailing list if/when they want to.</li> </ol> <p>See? You don't need to be a lawyer or have a PhD to exist in the post-GDPR world. You just need to do your job as a marketer. That job - and let's not forget this point - is to get people to engage with you online. GDPR just makes sure you're doing it in a way that respects your audience's privacy.</p> <p>If you are already doing these things you have nothing to worry about. Leave the GDPR-induced stress to the less scrupulous pholks in our amazing industry.</p> <p>And you'll be able to rest at ease, knowing for certain that everything is gonna be alright.</p> <p><iframe src="https://www.youtube.com/embed/wYCpWblDKok?wmode=transparent" width="425" height="350"></iframe></p> <p><em><strong>Note that this article represents the views of the author solely, and is not intended to constitute legal advice.</strong></em> </p> <p><a style="color: #2976b2;" href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online" target="_self"><img src="https://assets.econsultancy.com/images/0009/4383/Online_GDPR_course_BOOK.png" alt="online gdpr course" width="600"></a> </p> tag:econsultancy.com,2008:BlogPost/69986 2018-05-03T12:00:00+01:00 2018-05-03T12:00:00+01:00 How to build relationships with ISPs to improve email delivery Henry Hyder-Smith <p>When sending campaigns to subscribers at the big ISPs, such as Gmail, Outlook or Yahoo, the delivery parameters are somewhat learnt from experience. Rather than describing everything about how they filter spam, the ISPs are somewhat ‘black-boxed’. Their obligation is to their account holders, so it’s in their interest to ensure their practices are kept as confidential as possible in order to prevent spammers taking advantage.</p> <p>Yet your chosen ESP should have enough experience of sending mail to pick up on patterns of what can help or harm, and advise you accordingly. You should also expect your ESP to be actively participating in the email community where the major vendors collaborate, trying to work with the ISPs as much as possible to ensure a positive experience for email recipients.</p> <p>The result of this research and collaboration is a set of best practice recommendations for optimisation that can have a major impact on campaign criteria - affecting timing, size and which datasets to focus on – all with the one goal of getting mail into the inbox. </p> <p><img src="https://assets.econsultancy.com/images/0009/4097/email_delivery_1440px.png" alt="email delivery" width="615"></p> <h3><strong>Minimise spam complaints</strong></h3> <p>Deliverability can be viewed as both a science and an art. And using an ESP that cares about deliverability means they can be sympathetic to both viewpoints.</p> <p>On the science side, your ESP should put as much science behind their delivery recommendations as possible, and strongly focus clients on metrics and best practice. But in this venue where data and algorithms are constantly changing, there’s no substitute for tapping into the ESPs’ experience, and using their relationships with the ISP networks. That’s where the art comes in.</p> <p>On the science side, it’s been well established that sending to a lot of dead addresses (i.e. with permanent delivery problems) is obviously a bad thing, as it indicates you are using old data and the receiving network may flag it (rightly) as a trait of bad senders. To avoid this scenario, it is important to focus on spam complaint metrics, with the aim of minimising such complaints.</p> <p>When recipients mark something as spam, ISPs have a system whereby they can provide records or spam complaint rates. While it’s important that today’s marketers don’t get so focused on metrics they lose sight of the bigger strategy, it’s also critical to investigate as many data-points as you can to improve email deliverability. </p> <h3><strong>Changing algorithms</strong></h3> <p>Yahoo/Gmail/Outlook etc. work on a timeline that serves their account holders first, which means their update cycles reflect a world where they must update and patch their receiving protocols continuously in order to stay ahead of spam and security issues.</p> <p>It’s important for marketers to grasp that rather than an update cycle based over months, where a fix-and-forget deliverability approach could potentially work, the ISPs’ spam filters are run by algorithms, so they can change second-by-second. This means that ensuring campaigns are delivered is an ongoing process of monitoring and adjusting variables. This is where the “art” component comes in.</p> <p>Consider this example: on day one of a new campaign the open rate was 30%, the complaint rate 1% and the bad address rate was 0.1%. The next day the metrics were even better, but the campaign got blocked on the third day. In this scenario, it’s obvious that deliverability metrics alone cannot give you the whole picture, highlighting the need for a productive partnership between ISP, ESP and marketer.</p> <p>If your ESP has a productive relationship with the ISP, they can put in a call, and the ISPs will often share some level of data with trusted sender networks (of which Adestra is one), but for security’s sake no ISP is going to share all its data with anyone. </p> <h3><strong>One campaign doesn’t make a delivery trend</strong></h3> <p>If a brand is getting email campaigns blocked at a significant level (if, for example, you are sending to two million people a month nothing will prevent you being blocked somewhere) – then it’s important to look at the broader picture from an ISP point of view. You might get blocked one day, not the next, and then you get blocked again, so there is clearly some kind of a linked sporadic issue. In other words, there is something in the nature of your list or content that puts you in the ‘spotlight’, that the ISPs look at. For reasons that ESPs and marketers may never know 100%, the ISP has interpreted something is going on with this sender, and they may be teetering on the line between ‘a risky or a less risky sender’. </p> <p>Deliverability is a very ‘lenient’ science and, if clients focus only on single campaigns, without the benefit of the bigger picture that only the ISPs will ever see, the decision on whether to block a campaign or not can appear contradictory. That is why we try to focus not on a single campaign, or day-on-day activity, but the trend over time.</p> <p>If you are having continued issues over time, then there is definitely something to investigate. </p> <h3><strong>Working with the ISPs </strong></h3> <p>All ISPs operate logically, in the most literal sense of the word: they follow algorithms and elaborate rules to evaluate whether or not a message is legitimate. They’re very robust systems, but they can only ever be as good as the formulae put into them.</p> <p>When threat researchers are trying to thwart spammers who are trying just as hard to come up with the next clever hack, both parties are making the best guesses possible, but they’re still guesses. That’s the part where an ESP has to review all the data and look at how it perceives each ISP works. If an ESP has a good relationship with an ISP, and thinks they’ve made a mistake, then it can sometimes attempt to explain why. </p> <p>The dynamic between email account holders, the ISPs, and nefarious players is an important one to understand. You’ll notice that nowhere in this equation is the ESP or marketer. In a deliverability world the ESP or client doesn’t have a business contract with Yahoo, Outlook, or Gmail. They don’t have to receive our calls, they don’t have a timeframe within which they must reply to us, in fact they could ignore us. </p> <p>An ESP has to go to a trusted contact and put the case forward as to why it thinks this client is not being treated fairly with supportive evidence. They will consider qualitative and quantitative factors such as: do the representatives from this ESP complain to us every single day no matter how the client is performing? Or have they actually done their homework? If an ESP has acted in good faith, and their complaint is justified, the ISP engineering team is much more likely to review the case. </p> <p>It’s sometimes difficult for clients to accept that ISPs operate solely for their own customers, rather than the world of promotional email. Nobody at an ESP or client sender can demand an answer within the hour or expect to talk to someone’s boss or their boss’ boss at the ISP, that’s just not the way it works. </p> <p>Even given all the tech being utilised on both sides with algorithms, automation, metrics and so on, it’s still a people business. Don’t forget that the personal relationships with ISPs are not commercial - otherwise, spammers would simply buy in too! – they are however a means to improve deliverability for both senders and receivers of legitimate email.</p> <p><a href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> <p><em><strong>Econsultancy also offers <a href="https://econsultancy.com/training/courses/email-marketing/">email marketing training</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69977 2018-05-02T12:30:00+01:00 2018-05-02T12:30:00+01:00 The virtues of re-engaging dormant customers Patricio Robles <p>But customer acquisition isn't the be-all and end-all of building a successful business. In fact, examples abound of companies that were quite successful at acquiring customers but not very good at making money.</p> <p>That's not entirely surprising giving that today, many markets, from retail to financial services, are more competitive than they have ever been, which is reflected in higher-than-ever customer acquisition costs. While savvy companies might be able to outperform their peers by, for instance, building a better digital advertising engine, the reality is that customer acquisition is generally expensive and getting more expensive.</p> <p>For this reason, <a href="https://econsultancy.com/blog/65535-what-is-customer-retention-and-why-do-you-need-it">customer retention</a> is increasingly critical. How critical? Consider <a href="https://econsultancy.com/blog/11051-21-ways-online-retailers-can-improve-customer-retention-rates">some stats</a>:</p> <ul> <li>Increasing customer retention rates by just 5% increases profits by 25% to 95%. (Bain &amp; Co).</li> <li>Attracting a new customer costs five times as much as keeping an existing one. (Lee Resources 2010)</li> <li>Globally, the average value of a lost customer is $243. (KISSmetrics)</li> <li>The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% (Marketing Metrics)</li> </ul> <p>The good news for companies is that thanks to digital channels, there are more ways than ever to retain customers, including even customers that have gone into hibernation.</p> <p>An excellent example of the ability to re-engage dormant customers was provided by American retailer Macy's this past holiday shopping season. As <a href="https://www.digitalcommerce360.com/2018/04/12/macys-email-reengagement-campaign-increases-list-by-6/">detailed by</a> Internet Retailer's April Berthene, Macy's turned to email and developed a strategy for re-engaging shoppers who hadn't opened or clicked on an email recently.</p> <p>The retailer's "deep activation" campaign employed segmentation; Macy's created five segments, such as <em>shoppers who haven't opened an email in the last 13 months</em> and<em> past Macys.com purchasers who never opened or clicked a link in a promotional email</em>. The emails sent to these segments contained more white space than its normal emails, and contained messages such as "Are you there?" </p> <p>Most importantly, instead of trying to go from 0 to 100 real quick and drive sales from its dormant customers, Macy's was simply looking to create some engagement to bring customers out of hibernation. And it largely accomplished that: the campaign, which was executed over a period of six weeks, produced a 6% increase in active email subscribers, a 9% increase in open rate of unique recipients, and a 14% increase in the CTR of unique recipients. </p> <p><img src="https://assets.econsultancy.com/images/0009/4069/customer_retention_1440px.png" alt="customer retention illustration" width="615"></p> <h3>You can't argue with results, or can you?</h3> <p>Those increases were driven, in part, by Macy's use of tactics like send time optimization. As Internet Retailer's Berthene detailed, the company "looked at the average time the consumer opened and clicked on a Macy’s email within the last six months and then sent the consumer an email at that time."</p> <p>The retailer also employed shrewd but potentially controversial tactics. In an effort to capture the attention of dormant customers, Macy's used transactional subject lines like "Please verify today" and "Confirmation requested". And it sent follow-up emails if a customer didn't take action within a short period of time.</p> <p>Stephanie Lau, Macy's VP of retention marketing, told attendees at Oracle's Modern Customer Experience conference in Chicago that "it definitely looks like an ex who wants to talk to you, but it works."</p> <p>Obviously, every company needs to decide how aggressive it wants to be in attempting to reactivate dormant customers, and every company's mileage will vary because their customer bases are unique. But the Macy's effort is not only a reminder of the value of not forgetting about dormant customers, but also of the value of not being afraid to experiment and, where appropriate, experiment boldly.</p> <h3>Preventing customers from going dormant</h3> <p>Of course, by adopting a customer retention mindset, companies have the potential to reduce the number of customers that they have to reactivate from a deep hibernation and this should be an aspirational goal for just about every company. This is where tech really has the potential to help. </p> <p>For example, more and more companies are employing <a href="https://econsultancy.com/reports/predictive-analytics-report">predictive analytics</a> to <a href="https://econsultancy.com/blog/63428-how-o2-uses-advanced-analytics-for-customer-retention">predict customer churn</a>. By identifying the attributes of customers that are likely to be lost or go into hiding, businesses will have the opportunity to engage them sooner than later, which, for obvious reasons, is likely to be more effective.</p> <p>While predictive analytics isn't exactly new, not every company has had <a href="https://econsultancy.com/blog/69308-analytics-approaches-every-marketer-should-know-3-predictive-analytics">the know-how</a> to put it to use. But with a growing number of third party vendors offering predictive analytics tools, it's becoming more accessible and <a href="https://econsultancy.com/blog/69637-data-analytics-trends-in-2018-what-do-the-experts-predict">will likely become</a> a common component in many companies' customer retention toolkits.</p> <p><a href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> <p><em><strong>Econsultancy also offers <a href="https://econsultancy.com/training/courses/email-marketing/">email marketing training</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69983 2018-04-27T15:00:00+01:00 2018-04-27T15:00:00+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>So, get stuck in, and be sure to check out the <a style="font-weight: 400;" href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> while you’re at it.</p> <h3>Spend on Amazon ads grows nearly 3x in three quarters</h3> <p>As Amazon's quarterly advertising sales surpass $2 billion for the first time, new <a href="https://kenshoo.com/quarterly-trends-webinar/" target="_blank">data from Kenshoo</a> confirms how brands are showing increasing interest in buying search and product ads on the site.</p> <p>It reports that spend on Amazon ads grew nearly 3x between the third quarter of 2017 and the first quarter of 2018. Meanwhile, spend rose 16% between Q4 2017 and Q1 2018 – despite the fact that online ad spend typically peaks in Q4 due to the holiday shopping season when consumer retail spending is at its highest.</p> <p>One of the main reasons for this is the growing recognition that consumers already have a strong intent to make a purchase on the site. Meanwhile, ads on Amazon fit in naturally with the content and information present on the pages where they appear, meaning they tend to be clicked on far more than ads on other sites.</p> <p><img src="https://assets.econsultancy.com/images/0009/3957/2018-Q1-Kenshoo-QTR-Webinar-01.png" alt="advertising growth" width="615"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69921-how-to-optimise-your-amazon-product-ad-campaigns" target="_blank">How to optimise your Amazon product ad campaigns</a></li> <li><a href="https://econsultancy.com/blog/69517-is-amazon-s-ad-business-the-new-slotting-fee" target="_blank">Is Amazon's ad business the new slotting fee?</a></li> <li><a href="https://econsultancy.com/blog/69295-as-companies-embrace-amazon-advertising-some-smbs-struggle" target="_blank">As companies embrace Amazon advertising, some SMBs struggle</a></li> </ul> <h4>One third of UK consumers believe AR would help them to narrow down choices when shopping</h4> <p>Mindshare’s ‘<a href="http://www.mindshareworld.com/uk/mindshare-futures" target="_blank">Layered</a>’ report has uncovered some interesting opinion about augmented reality. In a survey of over 1,000 UK smartphone owners, one third (or 33%) of respondents said they believe AR would help them to narrow down choices when shopping. </p> <p>This reflects how an increasing number of consumers expect products and other physical objects to contain additional layers of digital content or information. In fact, 55% would like to be able to point their phone at any object and receive information about it, rising to 74% amongst those who have already experienced AR.</p> <p>Mindshare’s report also reveals that AR experiences generate 1.9 times the levels of engagement amongst consumers compared to their non-AR equivalent, proving the benefits for brands experimenting with the technology.</p> <p><img src="https://assets.econsultancy.com/images/0009/3961/AR_stat.png" alt="Consumer opinion about AR" width="615"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69978-how-shazam-is-using-augmented-reality-to-help-brands-come-to-life/" target="_blank">How Shazam is using augmented reality to help bring brands to life</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> <li><a href="https://www.econsultancy.com/blog/69960-how-zara-is-using-in-store-tech-to-improve-its-frustrating-shopper-experience" target="_blank">How Zara is using in-store tech to improve its frustrating shopper experience</a></li> </ul> <h3>Retailers missing out on revenue from product-focused emails</h3> <p style="font-weight: 400;">Bluecore’s <a href="https://www.bluecore.com/2018-retail-email-benchmark-download" target="_blank">latest report</a> suggests that retailers are missing opportunities to understand how product behaviours – i.e. price drops, back-in-stock and new inventory - can influence the emails they send to customers with known product affinities. </p> <p style="font-weight: 400;">Currently, retailers are more focused on customer behaviour emails, i.e. abandoned shopping carts and category searches. However, it suggests that for every $100,000 of revenue that cart abandonment emails drive, retailers can generate an additional $65,000 from product abandonment emails, $28,000 from price decrease emails, $22,000 from new product arrival emails, and $10,000 for back-in-stock emails. </p> <p style="font-weight: 400;">The report also suggests that satisfied customers can quickly become dissatisfied email subscribers. While post-purchase emails have a 40% open rate, the conversion rate is just 0.4% and the unsubscribe rate is higher than any other type of triggered email type (also 0.4%).  </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3959/conversion_rate.JPG" alt="email conversion rate" width="615"></p> <p style="font-weight: 400;"><strong>More on email marketing:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://www.econsultancy.com/blog/69955-why-i-love-glossier-s-email-marketing" target="_blank">Why I love Glossier's email marketing</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> <li><a href="https://www.econsultancy.com/blog/69171-10-ingredients-for-email-signup-success-for-retailers" target="_blank">10 ingredients for email signup success for retailers</a></li> </ul> <p><a style="font-weight: 400;" href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> <h3>Smartphone video is the fastest growing ad format</h3> <p>According to the latest Digital Adspend report by the <a href="https://www.iabuk.com/press-release/smartphone-video-fastest-growing-online-ad-format" target="_blank">IAB UK and PwC</a>, advertisers spent £476 million more on smartphone video ads in 2017, making it the fastest-growing online ad format. This was an increase of 69% on 2016, taking total spend on the format to £1.17 billion. </p> <p>Video contributed heavily to the total amount spent across all smartphone advertising, rising by 37.4% to £5.2bn. As a result, 45% of all digital ad spend went on smartphones compared to just 9% five years ago. </p> <p>Elsewhere, social media spend rose 38% to £2.39bn, paid for search rose 16% to £5.82bn, and in-feed advertising rose 9% to £950m. </p> <p><img src="https://assets.econsultancy.com/images/0009/3956/IAB.png" alt="IAB adspend" width="615"></p> <p><strong>Now read: </strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines" target="_blank">Direct ad buys are back in fashion as programmatic declines</a></li> </ul> <h3>Online’s share of grocery sales grows at pedestrian rate</h3> <p><a href="http://www.nielsen.com/uk/en/insights/news/2018/grocery-sales-remain-buoyant-despite-winter-storms.html" target="_blank">New data</a> from Nielsen has revealed that UK online grocery sales increased by 4.6% in 2017 to £6.6 billion - a third faster than in-store sales (which grew at 3.4%).</p> <p>Despite this news, online remains a small part of the grocery market, with its overall share only increasing from 6.3% to 6.4% across the year.</p> <p>With the average basket size being four times larger online than in-store, the reason for the market’s small stature is not merely spend. Rather, it appears to be down to frequency. This is because on average, people buy groceries online less than once a month compared to nearly 21 times a month in-store. This means that online shopping is dominated by the more infrequent ‘big shop’, while people regularly visit supermarkets to ‘top up’.</p> <p><img src="https://assets.econsultancy.com/images/0009/3958/Nielsen.JPG" alt="online grocery sales" width="615"></p> <p><strong>More on online shopping:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/68355-how-online-grocery-retailers-are-capitalising-on-the-need-for-convenience" target="_blank">How online grocery retailers are capitalising on the need for convenience</a></li> <li><a href="https://econsultancy.com/blog/68723-store-locator-tools-which-supermarket-has-the-best-mobile-ux" target="_blank">Store locator tools: Which supermarket has the best mobile UX?</a></li> </ul> <h3>Brands amplify influencer campaigns with paid media</h3> <p style="font-weight: 400;">Research last year by the Association of National Advertisers (<a href="https://www.warc.com/newsandopinion/news/brands_mix_influencers_and_ads/40371">reported by Warc</a>) has revealed that over half of brands using influencer marketing also exercise paid-for ads to maximise the impact of campaigns.</p> <p style="font-weight: 400;">In a study on the influencer strategies of 158 client-side marketers, more than 50% said they use paid media to amplify their campaigns. Meanwhile, the research also highlights how widespread influencer marketing has become in general, with 75% of advertisers currently using the strategy. Out of those that aren’t using influencers, 27% plan to do so in the next 12 months.</p> <p style="font-weight: 400;">That being said, opinion about the strategy can be mixed. 54% of the respondents who have brought influencers into their marketing mix said they are either ‘satisfied’ or ‘very satisfied’ with their performance. However, 49% reported a ‘neutral’ reaction, as they are yet unable to gauge long-term performance results.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3960/influencer_marketing.jpg" alt="Influencer marketing" width="615"></p> <p style="font-weight: 400;"><strong>More on influencers:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://www.econsultancy.com/blog/69697-is-the-influencer-marketing-bubble-set-to-burst" target="_blank">Is the influencer marketing bubble set to burst?</a></li> <li><a href="https://www.econsultancy.com/blog/69801-are-virtual-stars-the-next-step-for-influencer-marketing" target="_blank">Are virtual stars the next step for influencer marketing?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69962 2018-04-20T15:12:19+01:00 2018-04-20T15:12:19+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>As always, be sure to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further facts and figures.</p> <h3>Just 2.6% of consumers list personalisation as important</h3> <p>When it comes to digital experiences, personalisation is way down on the list of things consumers care about. This is <a href="https://www.acquia.com/gb/resources/collateral/beyond-hype-new-research-what-separates-digital-dreamers-digital-doers" target="_blank">according to Acquia</a>, who undertook a survey of 1,000 consumers from UK and France this March.</p> <p>Just 2.6% of the survey respondents cited personalisation as an important part of a brand’s digital offering. Instead, the majority (65%) cited a website that’s easy to navigate. </p> <p>Alongside this, 13% said a good-looking website is more important, while 11% said engaging content, and 4% said a brand’s social media presence.</p> <p>However, despite the fact consumers seem to care less about personalisation, it could indicate that marketers are failing to deliver this with any real relevance or value (and the same goes for content and social media). In the long run - on top of basic features like an easy-to-use website - personalisation could still be a key differentiator. </p> <p><strong>More on personalisation:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69951-how-ai-is-redefining-personalisation-the-job-of-the-email-marketer/">How AI is redefining personalisation &amp; the job of the email marketer</a></li> <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://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">How six travel &amp; hospitality brands use personalisation to enhance the customer experience</a></li> </ul> <p><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank"><img src="https://assets.econsultancy.com/images/0009/3734/Personalisation_Graphic_Blog___Twitter.png" alt="2.6% of consumers see personalisation as important part of brand activity" width="615"></a></p> <h3>59% of marketers are hesitant to surrender digital data analysis to AI</h3> <p>Artificial intelligence (AI) platforms are gaining a toehold among brands and marketing agencies, however, a <a href="https://albert.ai/ai-adoption-marketing-brand-agency-survey/" target="_blank">new report by Albert</a> has revealed that some are still hesitant to adopt the technology. </p> <p>According to a blind survey of 52 brand and agency marketers, 59% of brand respondents said they’re hesitant to surrender digital campaign data analysis to an AI, while 33% of agencies expressed reservations about giving up manual audience segmentation.</p> <p>Meanwhile, 63% of agency respondents cited an ‘inability to communicate with AI’ as a perceived drawback, and 32% of brand respondents cited the same concern.</p> <p>That being said, not all marketers are so resistant. The survey also uncovered optimistic feeling about the tech, with agencies ranking AI’s ‘ability to lift sales’ and ‘exceed campaign benchmarks’ as important performance benefits. Similarly, brands ranked ‘increased return on ad spend’ and ‘reduced costs’ as positive attributes.</p> <h3><img src="https://assets.econsultancy.com/images/0009/3732/Albert.JPG" alt="" width="615"></h3> <p><strong>More on AI:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69951-how-ai-is-redefining-personalisation-the-job-of-the-email-marketer" target="_blank">How AI is redefining personalisation &amp; the job of the email marketer</a></li> <li><a href="https://econsultancy.com/blog/69769-how-ai-marketing-can-help-brands-right-now" target="_blank">How AI marketing can help brands right now</a></li> <li><a href="https://www.econsultancy.com/blog/69820-google-unveils-ai-driven-ad-placement-with-launch-of-adsense-auto-ads" target="_blank">Google unveils AI-driven ad placement with launch of AdSense Auto ads</a></li> </ul> <h3>UK consumers positive about data privacy ahead of GDPR</h3> <p>Despite a number of data breach and privacy-related stories hitting the headlines recently, <a href="https://dma.org.uk/uploads/misc/5a857c4fdf846-data-privacy---what-the-consumer-really-thinks-final_5a857c4fdf799.pdf">research from the DMA and Acxiom</a> suggests that consumer sentiment remains unaffected. </p> <p>According to a survey of 1,047 UK respondents, 61% of consumers say that (as businesses prepare for GDPR) they are already happy with the amount of personal information they share. </p> <p>Sentiment has also changed since the DMA commissioned a similar survey six years ago. 51% of the respondents now view data as essential to the smooth running of the modern economy - up from 38% in 2012. </p> <p>Interestingly, a change in attitudes has been greatest among 55 to 64 year-olds, with 63% saying they are happy with the amount of data they share today – this is compared to 47% in 2012. Critically, 88% cite transparency as one of the keys to further increasing trust in how their data is collected and used. Younger respondents are even more relaxed about privacy, with 38% falling into the ‘data unconcerned’ group.</p> <p><a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online"><img src="https://assets.econsultancy.com/images/0009/3749/Online_GDPR_course.png" alt="gdpr online training course" width="614" height="214"></a></p> <h3>Marketplaces predicted to account for 40% of the global online retail market by 2020</h3> <p>A <a href="http://info.mirakl.com/a-marketplace-mindset-report" target="_blank">new report</a> from Mirakl has highlighted how a growing number of retailers are adopting the marketplace model, so much so that it’s predicted marketplaces will account for 40% of the global online retail market by 2020.</p> <p>In a study of the opinions of 50 leading UK retailers, it was found that an increasing number of retailers believe the marketplace model is the key to winning customers. 68% of retailers say that operating their own marketplace gives existing customers more reasons to shop with them. Meanwhile, 70% agree that a wider product offering helps to win new customers. </p> <p>As a result of this, 44% of retailers are already selling their product through a marketplace model or plan to in the near future. 48% of retailers are also operating or plan to operate the ‘dropship model’ to sell third-party products.</p> <h3><img src="https://assets.econsultancy.com/images/0009/3731/Mirakl.JPG" alt="" width="300"></h3> <h3>Brits abandon online baskets worth almost £30 every month</h3> <p><a href="https://www.home.barclaycard/media-centre/press-releases/Retailers-losing-18bn-per-year-through-surf-n-turf-shopping.html" target="_blank">New research</a> by Barclaycard has revealed that UK shoppers abandon an online basket worth an average of £29.37 each month. This could amount to more than £18 billion of lost sales per year for retailers.</p> <p>The research also says that women’s clothing is the most abandoned category, followed by men’s clothing, and then entertainment items. More specifically, women’s knitwear is the number one most abandoned item, leather goods (such as wallets) is the second, while women’s lingerie and hosiery is the third.</p> <p>Meanwhile, 6pm to 8pm and 8pm to 10pm are said to be the peak times for online shopper drop-out, and 17% of shoppers who abandon items do so because they like to ‘window shop’ with no intention to buy.</p> <p><strong>More on basket abandonment:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them">Why online shoppers abandon their baskets and how to stop them</a></li> <li><a href="https://www.econsultancy.com/blog/69694-how-to-deal-with-cart-abandonment-inside-the-mind-of-a-customer" target="_blank">How to deal with cart abandonment: Inside the mind of a customer</a></li> <li><a href="https://www.econsultancy.com/blog/69663-don-t-patronise-me-with-personalised-cart-abandonment-emails-a-case-study" target="_blank">Don't patronise me with 'personalised' cart abandonment emails (a case study)</a></li> </ul> <h3>ePrivacy law could see brands lose more than 40% of web traffic</h3> <p>A <a href="https://www.mailjet.com/blog/news/research-report-eprivacy/" target="_blank">Mailjet report</a> (based on opinion from 400 marketers in the UK and France) suggests that the new ePrivacy law could see brands lose more than 40% of web traffic. As a result, 30% of respondents plan to reduce the amount of cookie-based display, paid search, and retargeting they carry out in the immediate aftermath of the new regulation.</p> <p>Under ePrivacy, internet users will have the option to set browser-level cookie permissions which could mean the withdrawal of millions of consumer datasets from brand view. </p> <p>While 85% of marketers are confident they know the difference between ePrivacy and GDPR, 93% of companies are currently still using cookie-based advertising to reach their customers. </p> <p>Despite the potential loss in traffic, marketers do feel ePrivacy will be a good thing for their company in the long term. 57% of marketers agreed they will rely less on tactics like retargeting ads and build more qualitative data insights to improve the customer experience.</p> <p><strong>More on ePrivacy:</strong></p> <p><a href="https://econsultancy.com/blog/69342-focus-on-gdpr-but-ignore-e-privacy-at-your-peril" target="_blank">Focus on GDPR, but ignore e-Privacy at your peril</a></p> <p><a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing"><img src="https://assets.econsultancy.com/images/0009/3748/London_F2F_GDPR_course.png" alt="gdpr london training course" width="613" height="214"></a></p> tag:econsultancy.com,2008:BlogPost/69955 2018-04-19T09:38:00+01:00 2018-04-19T09:38:00+01:00 Why I love Glossier's email marketing Ben Davis <p>But the brand is equally as famous for its email blasts (yes, I used that word in 2018). Here's an example from just this week...</p> <p><img src="https://assets.econsultancy.com/images/0009/3697/glossier_goats_email.jpg" alt="glossier goats email" width="500" height="707"></p> <p>The subject line read 'Something for your Monday' and the image (of two cute little goats) simply linked to the product catalogue on the Glossier website.</p> <p>This is typical of Glossier, which sends incredibly focused and compelling product emails, but also cheery, almost goofy messages that come straight from the world of social media.</p> <h3>Watercooler moments... with email?</h3> <p>Let's not beat around the bush here, checking our email is a trope of boring modern life.</p> <p>But what Glossier understands is that when email blasts are done right they can achieve something on social media (and beyond) akin to the watercooler moment that linear TV used to inspire. If you think that is far-fetched, let me tell you that this article was sparked by my wife showing me those goats (pictured above) on her smartphone as we ate dinner.</p> <p>Other emails have featured, amongst other things, <a href="https://twitter.com/thestyleriot/status/680857734955155456">cute dogs</a>, <a href="https://twitter.com/YouTooCanBeGuru/status/977035960620744706">bathtubs</a> and <a href="https://twitter.com/YouTooCanBeGuru/status/979834746518757376">ice cream</a>. Head over to Twitter and you can find evidence of the impact of these somewhat obscure email blasts:</p> <h3><strong>Witness...</strong></h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> is so cute they literally sent me an email to wish me a good day</p> — Imagine Mee&amp;You (@MeelandNicola) <a href="https://twitter.com/MeelandNicola/status/984145149545603074?ref_src=twsrc%5Etfw">11 April 2018</a> </blockquote> <h3> <strong>And this... </strong> </h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">[Department stores email me 40% off deals, free gift bags, valid promotions] ugh I hate junk mail</p> <p>[<a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> literally just emails me a photo of a bathtub] <a href="https://t.co/O3x8L8vRuU">pic.twitter.com/O3x8L8vRuU</a></p> — Karoline Ribak (@KarolineRibak) <a href="https://twitter.com/KarolineRibak/status/976883754361860096?ref_src=twsrc%5Etfw">22 March 2018</a> </blockquote> <h3><strong>And perhaps most revealingly, this...</strong></h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">me deciphering what these random ass glossier emails are trying to tell us <a href="https://t.co/w7CzOEn4Xl">pic.twitter.com/w7CzOEn4Xl</a></p> — tracy flick (@cheltaylor) <a href="https://twitter.com/cheltaylor/status/985923039480238080?ref_src=twsrc%5Etfw">16 April 2018</a> </blockquote> <h3>Pros and cons of such frippery?</h3> <p>There are pros and cons to these left-of-field emails meant to stand out in your inbox.</p> <p>As much as these messages clearly grab attention there are those who have no time for such trivialities. You could even say that the majority of consumers generally only want transactional emails (receipts, delivery notifications etc.) or coupons.</p> <p>This sentiment is seen in Lily's tweet below:</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I can’t believe Glossier can email me 6 million times a day but not send me one single coupon</p> — Lily Gray (@lilygray99) <a href="https://twitter.com/lilygray99/status/974697030110019584?ref_src=twsrc%5Etfw">16 March 2018</a> </blockquote> <p>A more passionate critique comes from another twitter user, who also clearly dislikes marketing emails that don't deliver something worthwhile:</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">i literally dread checking my email so much because i get so intimidated and then i open my inbox and its 200 of this. i'm expecting every corporate email to either be a coupon or a tracking number if it doesn't have either of those i don't want it! glossier is on thin ice <a href="https://t.co/4YnqaXtOON">pic.twitter.com/4YnqaXtOON</a></p> — woken map hardy (@zingingcutie22) <a href="https://twitter.com/zingingcutie22/status/982178550840086528?ref_src=twsrc%5Etfw">6 April 2018</a> </blockquote> <p>The idea that many people are fed up with cute email marketing is explored in an article on Racked.com titled "<a href="https://www.racked.com/2018/3/27/17156922/email-marketing-tactics">Re: The Stressful Email Marketing Tactic That Will Not Die</a>." The author, Eliza Brooke, names and shames brands that have prefixed their marketing email subject lines with 'Re:' in an effort to trick the recipient into opening.</p> <p>Brooke writes: "This tactic totally works, especially if you’re not paying close attention to who sent the email. (I often am not.) What makes it doubly annoying is that brands have been doing it for years, and shoppers have been complaining about it for just as long. Yet nothing has changed."</p> <p>This a tactic that Glossier has used in the past, taking the gimmick to its nth degree with one of its most innovative bits of creative email. As you can see in the tweet below, Glossier designed an email which was designed to look as if it was sent by accident, an internal memo drawing attention to 'Phase 2' (a new Glossier product).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">L'email de <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> est tout simplement parfait ! Looks like we're all working @ <a href="https://twitter.com/hashtag/glossier?src=hash&amp;ref_src=twsrc%5Etfw">#glossier</a> <a href="https://twitter.com/hashtag/genial?src=hash&amp;ref_src=twsrc%5Etfw">#genial</a> <a href="https://t.co/piaml8DD09">pic.twitter.com/piaml8DD09</a></p> — Delphine Ladrière (@Delphine_L26) <a href="https://twitter.com/Delphine_L26/status/709389409066606593?ref_src=twsrc%5Etfw">14 March 2016</a> </blockquote> <p>As Brooke points out, Glossier has also riffed on the 'out of office' automated email reply, as shown in the image below.</p> <p><img src="https://assets.econsultancy.com/images/0009/3698/glossier_ooo.png" alt="glossier ooo email marketing" width="500" height="81"> </p> <p>One can understand how these tactics must really annoy some Glossier customers who just love the products and don't really desire to wallow in the brand's arch copywriting. Equally, one might suggest such customers should unsubscribe from email marketing.</p> <h3>For what it's worth, I love this stuff</h3> <p>Whilst we're still on the topic of these 'funny' emails (before we talk about product emails), I must say I like them a lot. If you're a pureplay beauty brand with a young(ish) customer base that are digitally savvy having a noteworthy brand is important. People need reminding! Customers are not going to pass your store on the street, you don't have one (apart from one New York showroom and the occasional London popup).</p> <p>Glossier's product range is fairly small, the company is young, and so the risk is contained by marketers who know the brand and product inside out and an army of fans who take pride in championing what is still somewhat of a cult brand.</p> <p>And when simple creative ideas are pulled off they can completely change some customers' perception of email and make them more likely to open the next one. Take Glossier's email that contained downloadable smartphone wallpapers as an example - the execution is excellent (<a href="https://reallygoodemails.com/wp-content/uploads/open-this-email-on-your-phone.jpg">click here to take a look</a>) and the confidence is palpable (if a brand can be confident).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a>'s email marketing is so, so good - loving the weekly downloadable phone wallpapers</p> — ANNA BOYLE (@AlwaysABB) <a href="https://twitter.com/AlwaysABB/status/983798992667488256?ref_src=twsrc%5Etfw">10 April 2018</a> </blockquote> <h3>I pretty much agree with Jenn in the tweet below...</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I feel the need to compliment <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a>’s marketing because when I get emails from them I don’t groan and roll my eyes. They’re cheeky and I love it</p> — Jenn Vance (@JenniferLVance) <a href="https://twitter.com/JenniferLVance/status/968283388703625216?ref_src=twsrc%5Etfw">27 February 2018</a> </blockquote> <p>There's something about cheek – when it's done well it is also fairly transparent. Take the below example of a Glossier cart abandonment email – the final line "No, but it does trigger this email" is totally up front about marketing automation, about what this email is and why the customer has received it. The same goes for the call to action ("Get back in there").</p> <p><img src="https://assets.econsultancy.com/images/0009/3711/glossier_abandonmnet.png" alt="glossier abandonment email" width="350"></p> <p><em><a href="https://www.bigfootdigital.co.uk/personalised-email-marketing/email-marketing-cart-abandonment-glossier">Image via BigFootDigital</a></em></p> <p>This directness shows a brand intent on communicating with honesty, something which isn't always seen with marketing automation (take this example of <a href="https://www.econsultancy.com/blog/69663-don-t-patronise-me-with-personalised-cart-abandonment-emails-a-case-study">patronising triggered emails</a>).</p> <h3>Luckily, there's more to Glossier's emails</h3> <p>Quirky pictures of bathtubs aside, Glossier turns out some beautifully designed emails often highlighting individual products.</p> <p>These emails stand out, not simply because of their excellent design and copy, but because retail email marketing is too often a mishmash of products and half-hearted messages which the magpie consumer will nevertheless click on, albeit in pretty small numbers relative to the volume of emails sent.<strong> </strong></p> <p>Glossier finds focus, which is admittedly something that easier to do when you're a pureplay with a relatively small product range, and products which aren't as likely to suffer from the whimsy of individual taste (as in fashion, where sending an email pushing just one dress, for example, would be more divisive).</p> <p>Anyway, let's look at some examples. 'Email marketing bae' provides a perfect example - a product, a testmonial and a call to action... </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">nothing groundbreaking, but i just liked this <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> email with a good testimony and CTA. also, my employer should probably just start direct depositing my paycheck to glossier instead of my bank account. <a href="https://t.co/9zMukxQIlW">pic.twitter.com/9zMukxQIlW</a></p> — email marketing bae (@baemail_) <a href="https://twitter.com/baemail_/status/970690538876874753?ref_src=twsrc%5Etfw">5 March 2018</a> </blockquote> <p>And here's a teaser email (ahead of the launch of Glossier's serums)...</p> <p><img src="https://assets.econsultancy.com/images/0009/3709/somethings_coming.jpg" alt="serum teaser email from glossier" width="400"></p> <p>If you want to see how Glossier structures a product tease campaign, take a look at <a href="https://emaildesign.beefree.io/2016/10/glossier-new-product-email-campaign/">this excellent article from Email Design Workshop</a> which lays out each stage of the campaign, from obscure teaser to product intro to 'how to' content.</p> <p>There are lots and lots of other examples, some as simple as the image above, and others including something a little more involved, like a flow chart or the double message below (<a href="https://reallygoodemails.com/tag/glossier/">via reallygoodemails</a>).</p> <p><img src="https://assets.econsultancy.com/images/0009/3710/this-is-skincare-as-makeup.jpg" alt="glossier email - skincare first, then makeup" width="300"></p> <p>What makes these messages work from a technical point of view is the large text (suitable for mobile viewing), the large images (also great for mobile), the consistent clickthrough button (a blue box with a compelling call to action) and the no-fuss copywriting often in social media vernacular.</p> <p>But ultimately what I love about these emails is that each one is a message. It says one thing, defiantly. The marketing team have sat down and asked "What do we want to say? What is our message?", rather than "What shall we put in this email?"</p> <p>There's a big lesson there for many retail marketers. </p> <h3>Customer service via email seems good, too</h3> <p>More tweets attest to the brand's ability to delight customers with 'hand written' customer service emails from the so-called 'gTeam'.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Automated(?) customer service email asks how my recent concealer purchase is working out. I mention it’s a bit too light, but fine. Within the hour they arrange to send me a darker color free of charge. Shout out to the customer service team <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> for being the bomb dot com <a href="https://t.co/PZ34ADFMy5">pic.twitter.com/PZ34ADFMy5</a></p> — mackenzie mcmahon (@mcmahoneater) <a href="https://twitter.com/mcmahoneater/status/984863896891789312?ref_src=twsrc%5Etfw">13 April 2018</a> </blockquote> <p lang="en" dir="ltr">Emily Ackerman summarises how refreshing this approach can seem to those used to interacting with bigger brands or more staid customer service representatives.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Would like to take this opportunity to shout about how amazing the Glossier customer service is my best friend told me how great they were and I can confirm and you can tell it’s a real life person replying to emails not just the same regurgitated speech</p> — emily (@emilyakerman) <a href="https://twitter.com/emilyakerman/status/976202733370904582?ref_src=twsrc%5Etfw">20 March 2018</a> </blockquote> <p>This is no accident. <a href="https://digiday.com/marketing/glossiers-gteam-changing-definition-customer-service/">An article from Digiday</a> reveals that the customer service team is integrated into the marketing team and regularly gets involved with product decisions. There are 30 'editors' who each have their own relationship with Glossier products and are committed to candid responses to customers.</p> <p>Each editor focuses on one channel only, be it email, Instagram, Facebook or Twitter.</p> <h3>The email referral scheme works</h3> <p style="font-weight: 400;">I don't want to dwell on this too much – it's another part of Glossier's email marketing that can be seen on social media (like everything Glossier does).</p> <h3>Again, witness:</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Best email ever <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> <a href="https://t.co/avJ3inSqd0">pic.twitter.com/avJ3inSqd0</a></p> — kyiala schellmann (@itsschellmann) <a href="https://twitter.com/itsschellmann/status/694354575122366467?ref_src=twsrc%5Etfw">2 February 2016</a> </blockquote> <h3>And this...</h3> <blockquote class="twitter-tweet" style="font-weight: 400;"> <p lang="en" dir="ltr">Getting emails that someone used your <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> referral code <a href="https://t.co/uq7pkRtFX9">pic.twitter.com/uq7pkRtFX9</a></p> — ii (@MANIPOPPINS) <a href="https://twitter.com/MANIPOPPINS/status/961360485122756609?ref_src=twsrc%5Etfw">7 February 2018</a> </blockquote> <h3 lang="en" dir="ltr">And this...</h3> <blockquote class="twitter-tweet" style="font-weight: 400;"> <p lang="en" dir="ltr">me creating fake email accounts to get that glossier referral coupon<a href="https://t.co/khSVJYOc21">pic.twitter.com/khSVJYOc21</a></p> — stoarmino daniels (@rchlltrmn)<a href="https://twitter.com/rchlltrmn/status/971206165626572801?ref_src=twsrc%5Etfw">7 March 2018</a> </blockquote> <p style="font-weight: 400;">That second tweet hints at the problems some retailers have with referral schemes, and perhaps even more so with discounts for new registrants which can undercut a multichannel retailer (see tweet below).</p> <blockquote class="twitter-tweet" style="font-weight: 400;"> <p lang="en" dir="ltr">me, a cheapass: why would I go to the glossier popup and pay full price when I can just keep making new emails to use 20% off codes when I order online</p> — sarah (@sarahkonggg) <a href="https://twitter.com/sarahkonggg/status/978410000946049024?ref_src=twsrc%5Etfw">26 March 2018</a> </blockquote> <p style="font-weight: 400;">But Glossier has thrived precisely because of word-of-mouth, so offering money-off incentives when customers share on social media makes sense. As Econsultancy writer Nikki Gilliland points out, "Glossier relies on the authentic devotion of its loyal following – some of which just so happen to have a powerful social presence."</p> <h3>Conclusion</h3> <p lang="en" dir="ltr">I was going to write a conclusion about the nature of brand, about <a href="https://en.wikipedia.org/wiki/Chicken_(game)">hawks and doves</a>, about whether large multichannel retailers can take anything from Glossier's strategy, and about whether it is actually just the products themselves that Glossier fans are in love with.</p> <p lang="en" dir="ltr">Then I was going to tie this all back to email marketing.</p> <p lang="en" dir="ltr">But I think I will continue being lazy and leave the final words to two more Twitter users. The first could be seen to be a backhanded compliment... </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The only email I care about <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> <a href="https://t.co/jxCnfqRdj5">pic.twitter.com/jxCnfqRdj5</a></p> — cate (@catestudies) <a href="https://twitter.com/catestudies/status/955486310625669122?ref_src=twsrc%5Etfw">22 January 2018</a> </blockquote> <h3 lang="en" dir="ltr">But the second says it all...</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Every time I think I’m done spending money <a href="https://twitter.com/glossier?ref_src=twsrc%5Etfw">@glossier</a> emails me. <a href="https://t.co/IDegePPHIb">pic.twitter.com/IDegePPHIb</a></p> — In Unrelated News (@laurenharbury) <a href="https://twitter.com/laurenharbury/status/970625544005054464?ref_src=twsrc%5Etfw">5 March 2018</a> </blockquote> <p><a href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:TrainingDate/3537 2018-04-18T17:21:14+01:00 2018-04-18T17:21:14+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:econsultancy.com,2008:TrainingDate/3536 2018-04-18T17:12:20+01:00 2018-04-18T17:12:20+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:econsultancy.com,2008:BlogPost/69951 2018-04-18T11:00:00+01:00 2018-04-18T11:00:00+01:00 How AI is redefining personalisation & the job of the email marketer Ben Davis <p>However, martech integration and the application of <a href="https://econsultancy.com/search/?only=BlogPost&amp;locale=uk&amp;q=machine%20learning">machine learning</a> is now enabling more sophisticated personalisation that truly deserves the name. As this AI tech becomes easier and cheaper for marketers to adopt, marketing roles are slowly being redefined.</p> <p>All this is easy to observe in the transformation of email service providers into ‘marketing platforms’, ‘personalisation platforms’ and other soubriquets. Though vendor hype may run a pace ahead of what’s happening in the market, the future does seem close.</p> <p>The idea and reality of personalisation is what I wanted to discuss with Raj Balasundaram, VP Solutions and Strategic Services at Emarsys, a B2C marketing automation platform.</p> <h3>Every marketer has to answer four questions</h3> <p>I began by asking ‘What is personalisation?’</p> <p>“Every marketer has to answer these four questions,” Balasundaram replied, “Who? What? When? How?"</p> <p>“That’s fundamentally what personalisation does. Who is the customer? What am I going to say to them? When, or in what context? And how am I going to deliver that message?</p> <p>“The four questions,” he continued, “need to be answered at an individual level, and they need to be answered every time we contact the person and without thinking about what channel we’re going to send to.”</p> <p>It’s this concept of lots of individual decisions being made, each considering some aspect of content, time and channel that makes this personalisation different.</p> <p>Balasundaram simplifies it for me: “The machines don’t segment, they don’t personalise, all they think of is an event. So, ‘here’s Ben, what do I need to do with him?’ It’s a singular transaction, rather than putting a list together or using smart content blocks for example.”</p> <p>Essentially, this is <a href="https://econsultancy.com/training/courses/marketing-automation">marketing automation</a> but with many more variables. Rather than designing a handful of pathways which a consumer might be funnelled down (e.g. welcome campaigns, loyalty campaigns etc.), the technology uses statistical analysis of the information that the marketer has about the individual to decide what the best action or option is in any instance.</p> <p><img src="https://assets.econsultancy.com/images/0009/3672/question.jpg" alt="question mark" width="500"></p> <h3>“It’s not the channel that surprises [customers], it’s the content..."</h3> <p>Balasundaram remarks that this tech is effectively bringing an end to siloed marketers. He says that “Whereas currently [marketers] have already decided what they’re going to do – ‘I want to send an email, I’ve already decided Ben is in this particular group, and I’ve already decided what the content will be’ – this is not what personalisation is about.”</p> <p>What Balasundaram is referring to is channel agnosticism. And while some marketers may think this ignores the fundamental difference between media channels and content formats, Balasundaram is also advocating for a return to a more strategic way of thinking.</p> <p>“It’s not the channel that surprises [customers], it’s the content that surprises them,” he says. Though he does point out that millennials are more likely to be delighted by personalised direct mail simply because they may never have received it before.</p> <p>“The content [or message] should be created well before we decide to go down an email route,” he continues, “and this takes away the need to do segmentation – I already know what to say to Ben, and I’m finding the right moment to say what I want to say, and that is vastly different to the way marketers work. It’s a different way of thinking.”</p> <p><img src="https://assets.econsultancy.com/images/0009/3671/channels.jpg" alt="channels" width="500"></p> <h3>"If you start segmenting people, you’re really not personalising..."</h3> <p>Balasundaram can sound quite dogmatic – “[Email marketers] have been doing the same thing over and over again, and it clearly doesn’t work, people know it’s a mass email. Even the common consumer knows it’s mass emailing,” he says. But he is also realistic and recognises that common practices in marketing are influenced by the technology available. Take this soundbite for example:</p> <p>“If you start segmenting people, you’re really not personalising. But I don’t think there’s a difference between personalisation and segmentation, they are one and the same – the reason we did each is purely down to the level of tech we have or the limitations we have. Now the tech is taken care of, should we really go back to segmentation?”</p> <p>This was the part of our discussion where we got to the crux of the matter and Balasundaram’s most illuminating point.</p> <p>“So far,” he says “marketers have been concentrating on the operational part because to get a campaign out the door, it will take them two or three weeks to arrange the data, all the coding, segmentation – which is internally focused, operationally focused. And they actually end up not concentrating on the most important thing, the creative part.</p> <p>“[This] was not the marketers fault, the tech didn’t help them out, but now the whole work paradigm will change simply because of the fact all we expect marketers to do is write content for their end consumers. The tech forces marketers to think about consumer perspective every step of the way. When an email goes out and the marketer looks at it and says ‘yeah, I know it’s not perfect, but this is the best I can do’ – that will change, because marketers have fewer excuses now. The tech has caught up to a point where you can go individual to individual.</p> <p>As an addendum, Balasundaram says “You can even generate the content using AI”, referring to tech such as subject line optimisation which is rapidly being adopted by big brands that send do a lot of marketing messaging.</p> <p><img src="https://assets.econsultancy.com/images/0009/3670/pepper.jpg" alt="pepper" width="500"></p> <h3>"A pure email marketer probably won’t exist in the next five years."</h3> <p>The shift of mindset to customer-centric campaigns, away from operational-centric campaigns is what Balasundaram describes as “taking the [channel] silo away, putting everything into a common pool and finding patterns in it.” From a tactical point of view, this could entail using push notifications for users that don’t open emails, or search retargeting for those that unsubscribed from email, perhaps with an incentive to return (such as free delivery).</p> <p>Typically, Balasundaram tells me, Emarsys will work with an inactive part of a client’s customer database when that client first trials their machine learning tech. He says they may look at “churning customers, or customers about to leave or not responding...then apply AI personalisation techniquesand…it usually takes about 6-8 weeks for the algorithms to learn a bit more about the customers but then they’ll eventually see the results.”</p> <p>When I ask what this means for the marketer in the long run, Balasundaram is punchy. He says “A pure email marketer probably won’t exist in the next five years. They need to think about email marketing in terms of a bigger business strategy. If they’re going to be pure email marketers, it will be difficult – if you don’t see the customer as part of the bigger picture, it’s never going to work.”</p> <p>He continues, “Marketers will have more time to think about business strategy and tactics, and the components required in creating the content. They can spend more time… creating rather than deploying. Instead of thinking about improving clickthrough rate, they can be reporting on revenue. [It’s about] revenue over operations.”</p> <p>This is a familiar yarn, but marketers do seem to be getting there.</p> <p>I can’t help but wonder if the best preparation marketers can do is get right back to basics and try to forget about the technology altogether.</p> <p><a href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> <p><em><strong>Thanks for reading. N.B. Econsultancy runs a variety of <a href="https://econsultancy.com/training/courses/topics/email-ecrm/">email marketing and CRM training courses</a>. Get in touch for more detail.</strong></em></p>