tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2016-11-30T11:01:07+00:00 tag:econsultancy.com,2008:BlogPost/68573 2016-11-30T11:01:07+00:00 2016-11-30T11:01:07+00:00 Seven examples of Black Friday email marketing from retailers Nikki Gilliland <p>Following on from our article on <a href="https://econsultancy.com/blog/68557-how-uk-retailers-are-promoting-black-friday-online" target="_blank">how UK brands promoted the event online</a>, here’s how seven retailers executed their email marketing campaigns.</p> <h3>ASOS</h3> <p>Let's kick off with one of the best of the bunch.</p> <p>ASOS executed a pretty heavy email campaign, first mentioning the event nearly an entire week beforehand.</p> <p>While this might sound a little excessive, the emails are still quite subtle, designed to build excitement and get customers in the mood.</p> <p><img src="https://assets.econsultancy.com/images/0008/1844/Black_Friday_warm_up.JPG" alt="" width="450" height="424"></p> <p>When the real event finally kicked off, ASOS used a discount code with the promise of 20% off all items.</p> <p>Just imagine the regret if you forgot to enter the code at the checkout...</p> <p><img src="https://assets.econsultancy.com/images/0008/1845/ASOS_code.JPG" alt="" width="450" height="436"></p> <p>It also promoted the Black Friday offer on top of an existing sale of 'up to 70%'.</p> <p>It's not clear whether the items here were any good, but the email copy sure does makes you want to go and have a look.</p> <p><img src="https://assets.econsultancy.com/images/0008/1849/ASOS_extra.JPG" alt="" width="450" height="199"></p> <p>Likewise, ASOS's subject lines were nicely done, reinforcing the brand's young and conversational tone of voice.</p> <p><img src="https://assets.econsultancy.com/images/0008/1846/Asos_subject_lines.JPG" alt="" width="500" height="139"></p> <p><em>For more on ASOS, read our post on <a href="https://econsultancy.com/blog/67950-eight-ecommerce-checkout-design-features-that-make-asos-great/" target="_blank">eight checkout design features that make its site great.</a></em></p> <h3>House of Fraser</h3> <p>Unlike ASOS's strong but subtle approach, House of Fraser went overboard on the emails this year, as shown in the screenshot of my inbox below.</p> <p><img src="https://assets.econsultancy.com/images/0008/1850/House_of_Fraser_emails.JPG" alt="" width="300" height="508"></p> <p>The actual emails were fine - they nicely promoted the array of discounts on offer.</p> <p>It's just a shame they were sent every day for a week, which could be enough to put off even the most loyal customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1851/HoF_email.JPG" alt="" width="450" height="595"></p> <p>On the plus side, despite going down to 30% off, the emails become get more targeted as the week wore one.</p> <p>The one below obviously takes into account my previous interest in womenswear.</p> <p><img src="https://assets.econsultancy.com/images/0008/1852/HoF_30_.JPG" alt="" width="450" height="544"></p> <h3>Zara</h3> <p>In contrast to the aforementioned example, Zara took a very restrained approach, only sending out two emails in total.</p> <p><img src="https://assets.econsultancy.com/images/0008/1853/Zara_black_friday.JPG" alt="" width="450" height="613"></p> <p>As well as being underwhelming (in terms of the discount and the creative) - the subject lines were pretty boring to say the least.</p> <p>With no indication of how big the offer or how long it'd be on for, I'd be surprised if it received many click-throughs.</p> <p><img src="https://assets.econsultancy.com/images/0008/1854/Zara_subject_lines.JPG" alt="" width="430" height="139"></p> <p><em>For more on Zara, read <a href="https://econsultancy.com/blog/67581-six-reasons-i-love-zara-com-and-a-few-reasons-i-don-t/" target="_blank">'Six reasons I love Zara.com (and a few reasons I don't)'</a></em></p> <h3>John Lewis</h3> <p>Surprisingly, John Lewis wasn't very impressive either.</p> <p>Again, with no indication of the amount of money customers might save, it doesn't give much incentive to click through.</p> <p><img src="https://assets.econsultancy.com/images/0008/1855/John_Lewis_black_friday.JPG" alt="" width="450" height="563"></p> <p>Another thing I found interesting was that its Sunday email - sent when the weekend event was still running - used an entirely unrelated subject line.</p> <p>This was despite the fact that the email itself was Black Friday related.</p> <p>Maybe the retailer was trying to be subtle? It just felt a bit misjudged to me,</p> <p><img src="https://assets.econsultancy.com/images/0008/1857/John_Lewis_subject_lines.JPG" alt="" width="450" height="121"></p> <p>However, with John Lewis <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/" target="_blank">traditionally more focused on Christmas</a>, perhaps Black Friday was deliberately underplayed.</p> <p><img src="https://assets.econsultancy.com/images/0008/1856/John_Lewis_black_friday_2.JPG" alt="" width="430" height="528"></p> <h3>H&amp;M</h3> <p>H&amp;M's emails on and around Black Friday were strong.</p> <p>With a bold and concise message of 20% off plus free delivery - customers were left in no doubt as to what they could expect.</p> <p><img src="https://assets.econsultancy.com/images/0008/1858/H_M_black_friday.JPG" alt="" width="450" height="546"></p> <p>Furthermore, I also like the fact that its emails included editorial-inspired content, motivating customers with how they could style their bargains rather than just promoting the sale.</p> <p><img src="https://assets.econsultancy.com/images/0008/1859/H_M_2.JPG" alt="" width="450" height="569"></p> <p>The only factor that let H&amp;M down was its slightly dull subject lines.</p> <p>Not bad - just a bit lacklustre. Still, at least they're concise.</p> <p><img src="https://assets.econsultancy.com/images/0008/1861/H_M_subject_line.JPG" alt="" width="450" height="114"></p> <h3>Debenhams</h3> <p>On to Debenhams, and it demonstrated a good amount of variety in its emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/1862/Debehams_black_friday.JPG" alt="" width="400" height="559"></p> <p>As well as giving customers a heads up on what was to come, it also included original content, such as a 'Top 10' deal countdown and editorial-inspired imagery.</p> <p><img src="https://assets.econsultancy.com/images/0008/1863/Debenhams_2.JPG" alt="" width="380" height="287"></p> <p>By incorporating more variety into its messaging, it feels less salesy, meaning customers are less likely to dismiss it as Black Friday noise.</p> <p><img src="https://assets.econsultancy.com/images/0008/1864/Debenhams_3.JPG" alt="" width="400" height="550"></p> <p>You can read how Debenhams' site redesign led to ecommerce sales growth <a href="https://econsultancy.com/blog/66644-how-debenhams-site-redesign-led-to-ecommerce-sales-growth/" target="_blank">in this article</a>.</p> <h3>Threadless</h3> <p>Finally, an interesting approach from US retailer Threadless.</p> <p>On the Wednesday before the event, it sent out this email offering an exclusive 40% off code that expired before the Black Friday deals began.</p> <p>While this might sound like it'd have limited impact as people would just hold out for Black Friday, it's obviously an attempt to foster customer loyalty for the long-term.</p> <p><img src="https://assets.econsultancy.com/images/0008/1869/Personal_email_threadless.JPG" alt="" width="500" height="454"></p> <p>By using a personal tone - even sending it from the Founder of the company - it is designed to make customers feel valued.</p> <p>A refreshing surprise just before Black Friday hit, it made for one of the most memorable emails of the week.</p> <p><img src="https://assets.econsultancy.com/images/0008/1871/Threadless_email.JPG" alt="" width="370" height="147"></p> <p>On to the actual Black Friday emails, and Threadless promoted it with a Christmas-themed creative.</p> <p>This could also prove effective for getting customers to think about the festive period (and why they might want to come back again soon).</p> <p><img src="https://assets.econsultancy.com/images/0008/1868/Threadless_creative_2.JPG" alt="" width="450" height="487"></p> <p>Finally, hats off to the brand for including an original and humourous subject line in its Cyber Monday email.</p> <p><img src="https://assets.econsultancy.com/images/0008/1866/Threadless_subject_line_2.JPG" alt="" width="450" height="123"></p> tag:econsultancy.com,2008:BlogPost/68542 2016-11-18T14:41:49+00:00 2016-11-18T14:41:49+00:00 10 of the best digital marketing stats we've seen this week Nikki Gilliland <p>Now, let's get on with the show.</p> <h3>Consumers prefer offline channels for communicating with banks</h3> <p>While an omni-channel presence is becoming increasingly expected, a new study by Invoca has found that consumers much prefer offline channels when it comes to dealing with banks.</p> <p>In a survey of more than 1,200 people, 75% said it’s important or extremely important to be able to switch between channels when interacting with their bank.</p> <p>Likewise, 75% of respondents also said in-person or phone interactions were the most effective ways to build a relationship, with just 22% choosing an online channel like email or social.</p> <p>With 80% saying that knowledge of an account history had a positive influence on their decision, the importance of good customer service is evident.</p> <p><img src="https://assets.econsultancy.com/images/0008/1616/Banking_offline.JPG" alt="" width="650" height="559"></p> <h3>October online sales grow at the highest rate since Black Friday 2014</h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index has revealed that online sales grew +18.9% YoY this October – the highest rate since November 2014.</p> <p>However, the Index also reported its lowest conversion rate since February 2013, with just 4.1% of website visits resulting in sales. This could reflect the growing trend for browsing, with many consumers shopping around to determine the best deal or discover product reviews.</p> <p>In terms of the sectors that performed particularly well, home goods and accessories came out on top - up +23.9% and +37.7% YoY.</p> <h3>British consumers spend £21.7bn on impulse purchases per year</h3> <p>In a Display Mode survey of 2,512 UK-based consumers, over half confessed to making an impulse purchase each time they go shopping.</p> <p>In total, this amounts to an estimated £21.7bn being spent on impulse purchases every year.</p> <p>When asked if the impulse purchases were necessary, 62% said they were ‘wanted not needed’, 21% stated they thought ‘they might come in handy’ and 16% said they were always needed.</p> <p>The most persuasive factor for encouraging impulse purchases appears to be monetary offers, with 92% citing this reason.</p> <h3>52% of marketers see email personalisation as a top priority</h3> <p>Return Path has released a new report highlighting what makes a successful email marketing program.</p> <p>In a survey of industry professionals, more than half ranked personalisation as their top priority for improving success. </p> <p>Similarly, improving customer retention and increasing customer engagement were also ranked highly, being cited by 47% and 44% of respondents respectively.</p> <p>In terms of barriers to success, 46% said collecting quality customer data was the biggest, followed by 44% who said increasing customer engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/1621/email.jpg" alt="" width="650" height="433"></p> <h3>Predicted growth for digital agencies in the UK reaches an all-time low</h3> <p>The latest research from Econsultancy has found that predicted year-on-year growth for digital agencies has hit the skids.</p> <p>On average, the proportion of agencies predicting their business will grow in 2017 has halved in two years, going from 25% in 2014 to just 11%.</p> <p>For lots more on this, you can download the <a href="https://www.econsultancy.com/reports/digital-agency-rate-card-survey-2016/" target="_blank">Digital Agency Rate Card Survey</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1614/Econ_research.JPG" alt="" width="618" height="608"></p> <h3>27% of UK consumers plan to buy online this Black Friday</h3> <p>It’s typically an American event, but this year’s Black Friday is set to become truly global, as UK consumers embrace the opportunity to bag a bargain online.</p> <p>A survey from One Hour Translation has found that 27% of UK consumers plan to make a purchase on Black Friday, compared to 10% who plan to buy on Cyber Monday. </p> <p>While we’re keen in the UK, other countries are less so, with France coming out as the least interested. </p> <p>The survey showed keen interest from 18% of French respondents between the ages of 25 and 44, however there was no interest whatsoever among those aged 45 and over.</p> <h3>Time spent in video and media apps grows by over 210% in two years</h3> <p>Research just released by App Annie shows that app-based video content on smartphones is on the rise.</p> <p>In fact, the global time spent in the Media &amp; Video category has grown by over 210% in the past two years, surpassing the speed at which apps in general are growing.</p> <p>In the UK, mobile data usage for streaming increased by 80% between 2014 and 2015.</p> <p>Likewise, both France and Germany saw a significant increase in mobile data usage for streaming over the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/1615/Video_streaming.JPG" alt="" width="720" height="558"></p> <h3>Singles Day results in 44,500 purchases per minute </h3> <p>Figures from Worldpay show it was a record-breaking year for China Singles Day, with Chinese consumers spending more than ever before.</p> <p>The day, which originally began as an ‘anti-Valentine's day’ celebration for single people, saw frenzied shopping activity - peaking at 44,505 payments per minute.</p> <p>The figures also reflect an increase in awareness of the day worldwide, with 38.9% more online transactions being processed globally compared to last year.</p> <p>More specifically, there was an 18.5% uplift in the volume of transactions in the UK.</p> <h3>74% of consumers say social video influences purchasing decisions</h3> <p>A new study by Brightcove has identified the effect social media video content has on consumer engagement and behaviour.</p> <p>The results show a distinctly positive correlation, with 74% of consumers saying there is a connection between watching a video on social media and their buying decisions.</p> <p>46% of consumers said they have actually made a purchase after watching a branded video on social media, and a further 32% have considered doing so.</p> <p>Videos also appear to be effective for increasing positive sentiment - 79% agreed that it is the easiest way to get to know a brand online.</p> <h3>50% of retailers could fail to notice out-of-stock items this Christmas</h3> <p>According to research from Tyco Retail Solutions, half of retailers do not have a single view of their stock levels, meaning that many are in danger of losing valuable holiday sales. </p> <p>It has been predicted that sales could fall by over 8% this year due to dwindling stock.</p> <p>In order to satisfy customer demand, seven out of 10 retailers are actively looking to improve their same or next-day fulfilment capabilities, despite the fact that only 40% appear to be investing in inventory management technology.</p> tag:econsultancy.com,2008:ConferenceEvent/841 2016-11-17T05:22:20+00:00 2016-11-17T05:22:20+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:ConferenceEvent/840 2016-11-17T05:07:45+00:00 2016-11-17T05:07:45+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:BlogPost/68448 2016-11-02T14:22:58+00:00 2016-11-02T14:22:58+00:00 Four email marketing basics to always keep in mind Ben Davis <p>Some of these points are marketing 101, but with so much new technology on the market, practitioners must keep the fundamentals in mind.</p> <h3>1. SMART objectives and a contact strategy</h3> <p>It's worth going right back to the basics of setting SMART objectives. Email is often the get-out-of-jail-free tactic that marketers use when they're in need of uplift in sales or conversions.</p> <p>But, as the saying goes, act in haste and repent at your leisure. Marketers should take the time to set objectives for every email that are: </p> <ul> <li>Specific</li> <li>Measurable</li> <li>Achievable</li> <li>Realistic</li> <li>Timed</li> </ul> <p>SMART objectives will enable you to define clear KPIs and contact strategies for each email or email programme.</p> <p>Your contact strategy will set out how often you send emails to your subscribers and in response to what events.</p> <h3>2. The three Vs of email capture</h3> <p>There are many tactics for growing your database of subscribers, but making the most of your owned and earned media to capture email addresses is vital.</p> <p>Bear in mind the three Vs.</p> <p><strong>Visibility</strong></p> <p>Fairly obviously, make sure your email signup and calls to action are conspicuous.</p> <p>A few potential locations (the report includes further inspiration):</p> <ul> <li>On the homepage (many use overlays to prompt users, though this should be undertaken after testing and consideration of UX).</li> <li>On product pages and landing pages.</li> <li>On your social media pages (or in card-based posts where appropriate).</li> <li>On transaction confirmation pages.</li> <li>In transactional emails.</li> </ul> <p><em>A very visible sign-up prompt from Emerald Street</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0835/Screen_Shot_2016-10-27_at_12.36.25.png" alt="email signup" width="500"></p> <p><strong>Value</strong></p> <p>Why should someone subscribe? Enumerate the benefits of receiving your emails.</p> <p><strong>Velocity</strong></p> <p>Make email sign-up a speedy affair.</p> <p>No clicking a button and then being asked for lots of details, simply allow people to enter their email address into a field and then click once.</p> <p>If you want more information in order to properly target/segment, this can be collected further down the line, even as part of a welcome campaign.</p> <h3>3. Identifying the right metrics</h3> <p>Clear objectives should reveal appropriate metrics to track. Metrics for email can be split into process metrics and output metrics.</p> <p>Let's look at a number of them...</p> <p><strong>Process metrics</strong></p> <p>Process metrics are trend indictors over time but on their own do not necessairly indicate a successful campaign.</p> <p>A few examples include (again, there are more in the report):</p> <ul> <li>Accepted rate. The percentage of emails delivered against the total sent.</li> <li>Bounce rate. The percentage of undelivered emails.</li> <li>Open rate. The percentage of emails recipients opened.</li> <li>Click-through rate. The percentage of recipients who click on at least one link in the email.</li> <li>Click-to-open rate. The percentage of openers who click on at least one link in the email.</li> </ul> <p><strong>Output metrics</strong></p> <p>Output metrics measure business objectives and are a better indicator of campaign and email programme success.</p> <p>A few choice examples:</p> <ul> <li>New subscribers/registration rate.</li> <li>Conversion rate. The percentage of recipients who convert according to the objective of the email.</li> <li>Value of an email address. Average life span of an address x (Total annual email revenue / Average list size for the year). Use this to determine how much money you’re willing to spend on acquiring a customer.</li> <li>Cost per acquisition. The average amount of money required to acquire one subscriber / customer.</li> <li>Revenue per email. The amount of revenue earned from a campaign divided by the number of emails delivered, opened or clicked on.</li> <li>Revenue per customer. The average or median amount of revenue generated across either all list members or those who convert.</li> <li>Lifetime value. The total amount of money a subscriber spends with you during their lifetime.</li> <li>Average order value (AOV).</li> </ul> <p><strong>Not forgetting open reach and click reach</strong></p> <p>Open reach and click reach are used to define engagement with email on a subscriber level and take into account customer interaction over a set period of time.</p> <ul> <li>Open reach = total number of unique opens / total number on the list or segment</li> <li>Click reach = total number of unique clicks / total number of subscribers in the list or segment.</li> </ul> <p>These metrics can be measured over a quarter year, for example, or a longer period depending on the nature of the product lifecycle.</p> <h3>4. The three Vs of unsubscribing</h3> <p>The three Vs of email capture also apply to the unsubscribe.</p> <p><strong>Visibility</strong></p> <p>No tiny font. Make sure subscribers can see the unsubscribe option.</p> <p><strong>Value</strong></p> <p>Offer unsubscribers an easy-to-use preference centre. This allows subscribers to change their registered address, alter email frequency, or content preferences. That lets them update their data easily.</p> <p>This preference centre may also offer contact via a different channel e.g. SMS or direct mail.</p> <p><strong>Velocity</strong></p> <p>Again, it should be quick and easy to unsubscribe. Mobile optimised, with no signing in needed, and no lengthy two-week wait.</p> <h3>What else?</h3> <p>There's plenty more to cover, of course. Not least when it comes to email design, segmentation and automation.</p> <p>To fill in the gaps, head over to our <a href="https://econsultancy.com/reports/the-fundamentals-of-email-marketing/">Fundamentals of Email Marketing</a> best practice guide.</p> tag:econsultancy.com,2008:BlogPost/68467 2016-11-01T14:32:40+00:00 2016-11-01T14:32:40+00:00 Nike vs. adidas vs. Under Armour: Email signup & welcome Ben Davis <h3>1. Visibility</h3> <h4>Nike - Signup visibility</h4> <p>Nike barely promotes its email signup function at all, with a solitary link in the footer beneath the store finder on desktop (see below).</p> <p>One could argue that the homepage, with its scrolling, high-quality imagery is more concerned with brand and aesthetics than dry little buttons such as email fields.</p> <p>However there is a skinny slider beneath the header menu that <a href="https://econsultancy.com/blog/66158-how-do-10-top-uk-retailers-present-returns-information/">promotes free returns, free delivery</a> and in-store pickup. If Nike can make room for these, why not an email prompt?</p> <p>When it comes to Nike's mobile site (m.), I can't find an email signup field, full stop.</p> <h4><strong>Score: 1/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0889/Screen_Shot_2016-10-28_at_11.02.12.png" alt="nike email signup" width="615" height="335"> </p> <h4>adidas - Signup visibility</h4> <p>Within a few seconds of browsing the adidas site on desktop, a pop-up appeared, prompting me to agree to personalised marketing messages by email.</p> <p>Whether you like this tactic or not, it's pretty darn visible.</p> <p><img src="https://assets.econsultancy.com/images/0008/0876/ignup_layover_adidas.png" alt="email signup layover" width="615" height="425"></p> <p>Elsewhere on the adidas site, there is a newsletter signup link at the very top of the page, near the basket and the login buttons.</p> <p><img src="https://assets.econsultancy.com/images/0008/0882/adidas_homepage.png" alt="nike email signup" width="615" height="310"></p> <p>Finally, every page carries a fairly chunky email newsletter field above the footer links.</p> <p>This field is the only one that carries over to adidas's lovely responsive layout on mobile. This makes sense, because popups are a bit difficult to use on mobile (not desirable UX), and limited space dictates a header link isn't feasible.</p> <p>Overall, you'd have to say that email signup is very visible indeed on the adidas website.</p> <h4><strong>Score: 5/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0881/footer_signup_adidas.png" alt="adidas email signup" width="615" height="328"></p> <h4>Under Armour - Signup visibility</h4> <p>Under Armour has also used a pop-up to encourage me to subscribe.</p> <p><img src="https://assets.econsultancy.com/images/0008/0886/Screen_Shot_2016-10-28_at_10.09.55.png" alt="under armour" width="615" height="500"> </p> <p>On the site proper, there's a fairly generic email signup field above the footer links. It's not as chunky as adidas's, or as striking, and it doesn't stretch across the whole page.</p> <p>Considering that once users have dismissed the popup and been cookied, this field is all that remains, Under Armour could do better here.</p> <p>Encouragingly though, this field is also present on mobile. Like adidas, Under Armour has a responsive website (I used the .co.uk version).</p> <h4><strong>Score: 3/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0898/Screen_Shot_2016-10-28_at_12.00.44.png" alt="under armour email signup" width="615" height="291"></p> <h3>2. Value</h3> <p>The next factor to evaluate is how well each sports brand website conveys the value of signing up to their emails.</p> <h4>Nike - Signup value proposition</h4> <p>We've already seen that Nike's homepage simply carries a footer link saying 'Sign up for email'.</p> <p>There is no value proposition there at all. It's simply a functional piece of copy.</p> <p>Once you actually click through (curious but not tempted), you get taken to the page shown below.</p> <p>There is some copy here designed to speed me along ('Stay informed with our latest and greatest' and '..get special news and offers..') but I think it's a bit of a poor effort given Nike has a whole page to play with here.</p> <p><img src="https://assets.econsultancy.com/images/0008/0890/Screen_Shot_2016-10-28_at_11.02.44.png" alt="nike email signup" width="615" height="417"></p> <p>Nike does a better job of the value proposition when you choose to create a Nike+ account, rather than simply sign up to email.</p> <p>The copy below is a bit more exciting.</p> <p>However, we're just looking at email sign up here. So, let's give Nike a score...</p> <h4><strong>Score: 1/5 </strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0892/Screen_Shot_2016-10-28_at_11.34.44.png" alt="nike registration" width="400"></p> <h4>adidas - Signup value proposition</h4> <p>adidas pulls out the big guns. Both the popup and the footer field (reproduced below) offer a gift to those that sign up.</p> <p>'Join us &amp; get a special welcome gift' is a pretty tempting offer to any sportswear fan.</p> <p>This gift in fact turns out to be a discount code, which you might think is a tad misleading. 'Welcome gift' no doubt generates more signups that 'get 15% off'.</p> <p>Semantics aside, this is a massive incentive for people to hand over their email address.</p> <p><img src="https://assets.econsultancy.com/images/0008/0881/footer_signup_adidas.png" alt="email sign up adidas" width="615" height="328"></p> <p>Once you've entered your email and hit return, you get taken to the page below.</p> <p>It does a much better job than Nike. There's a huge headline that is subtly brilliant - 'Keep up with what's up'.</p> <p>There's another subheader saying 'We want you to be one of us' - again, sharp and inclusive copy.</p> <p>Furthermore, three little green ticks tell us we'll get 'the latest news', 'offers and promotions' and that all-important 'special welcome gift'.</p> <p><img src="https://assets.econsultancy.com/images/0008/0884/Screen_Shot_2016-10-28_at_11.13.43.png" alt="email signup adidas" width="615" height="366"></p> <p>Lastly, let's look at adidas's header signup button. The button itself says 'newsletter signup' and when clicked, a little concertina form folds out (shown below).</p> <p>The form includes three icons with three reasons to sign up (stay in the know, exclusive welcome offer, special deals).</p> <p>There is little more that adidas could do here.</p> <h4><strong>Score: 5/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0883/adidas_signup.png" alt="adidas signup" width="615" height="314"> </p> <h4>Under Armour - Signup value proposition</h4> <p>Under Armour and its popup try to usher me along by shouting about 'free shipping on your next order' and 'free returns every day'.</p> <p>This is a pretty good incentive, leaving aside that returns are free anyway and shipping is free anyway when you spend over £49. How was I to know that? This is my first site visit.</p> <p>I also like the use of upper case to grab the attention, even if the slogan doesn't smack me across the chops.</p> <p><img src="https://assets.econsultancy.com/images/0008/0886/Screen_Shot_2016-10-28_at_10.09.55.png" alt="under armour" width="615" height="500"> </p> <p>Once the popup has gone, any value proposition to signup for email is completely lost. Look at the form below.</p> <p>It's an off-the-shelf field and button with some crummy copy. 10 minutes work on the copy would improve it.</p> <h4><strong>Score: 2/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0896/Screen_Shot_2016-10-28_at_11.58.35.png" alt="email signup under armour" width="615"></p> <h3>3. Velocity</h3> <p>This criterion is about how quickly / easily a user can sign up for each brand's email newsletter.</p> <h4>Nike - Velocity of signup</h4> <p>Pretty poor from Nike again. Eight clicks, one new page load, and I have to enter my date of birth, sex and nationality.</p> <p>In theory, brands should ask only for an email address (increasing conversion rate) and gather more information further down the line.</p> <p>Of course, this does enable Nike to segment its welcome emails from the get-go, but as far as velocity of signup is concerned, it's not great.</p> <h4><strong>Score: 2/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0890/Screen_Shot_2016-10-28_at_11.02.44.png" alt="nike email signup" width="615" height="417"></p> <h4>adidas - Velocity of signup</h4> <p>The popup (seen earlier) offers a very quick signup process - I simply enter my email address and hit return.</p> <p>Using the footer field, signup takes a bit longer - three clicks and one new page load.</p> <p>Using the button in the header (see below), that page load is done away with, because the form folds out dynamically.</p> <p>In all instances I am only ever asked for my email address in order to sign up.</p> <h4>Score: 4/5</h4> <p><img src="https://assets.econsultancy.com/images/0008/0883/adidas_signup.png" alt="adidas signup" width="615" height="314"></p> <h4>Under Armour - Velocity of signup</h4> <p>Under Armour is the only one of the brands that always allows me to sign up without loading a new page (whether via a popup or one click from the footer field).</p> <p>That makes it incredibly quick. Below you can see how this is handled in the footer field - I enter my address, hit return and I get a little message that hovers beneath the field saying, 'Thanks for signing up...'.</p> <p>I have a slight concern about terms and conditions being rather hidden here, but let's leave that for another day.</p> <h4><strong>Score: 5/5</strong></h4> <p><img src="https://assets.econsultancy.com/images/0008/0895/Screen_Shot_2016-10-28_at_11.13.13.png" alt="under armour email signup" width="615" height="337"> </p> <h3>4. Welcome email</h3> <h4>Nike - Welcome email</h4> <p>See Nike's email, split in two below.</p> <p>Firstly, the scalable design leaves the email looking a bit paltry on desktop (with plenty of white space either side, not shown below).</p> <p>I also think the top of the design doesn't mirror the slick Nike branding from the website. The collage of images is underwhelming, and why is a welcome email immediately trying to get me to register again (for a Nike+ account)?</p> <p>Nike should be commended though for adding some extra content in the form of suggested products and a link to Nike videos.</p> <p>I'm unsure if Nike already has some browsing history and has used that to build the suggested products, or it has just taken a punt given it knows my age and gender (extra fields on the signup form).</p> <p>It's not a bad email at all, it's just not a particularly great one either. </p> <h4>Score: 2.5/5</h4> <p><img src="https://assets.econsultancy.com/images/0008/0915/nike_email.png" alt="nike email" width="300">  <img src="https://assets.econsultancy.com/images/0008/0916/nike_email_2.png" alt="nike email" width="300"> </p> <h4>adidas - Welcome email</h4> <p>Looking at the three emails in the preview part of my inbox (see below), I think adidas comes across worst of the three.</p> <p>It's the words 'Online Shop' in the sender, and the 'Experience excellence with adidas' copy that just seem a bit functional and incongruous respectively.</p> <p>There's nothing massively wrong, but I thought I'd mention it. Nike's subject and copy is nicely informal, Under Armour's is motivating, and then adidas is just...'meh'.</p> <h3> <img src="https://assets.econsultancy.com/images/0008/0893/Screen_Shot_2016-10-28_at_11.05.13.png" alt="welcome emails" width="600"> </h3> <p>But what of the email itself?</p> <p>I've screenshotted it below. All in all, it's pretty straightforward.</p> <p>The imagery is fairly subtle, incorporating street style and more specialised gym wear.</p> <p>The copy reiterates that now I'll be the first to know about new products etc., and there's a button to 'shop now', as well as a category header menu.</p> <p>In the bottom half of the email is my welcome gift of a discount code, and some simple standard links (support, share the email, social profiles and store finder).</p> <p>I think the focused nature of the email is a little more classy and impactful than Nike's, and the imagery is bigger, too.</p> <p>Most importantly, adidas's email is responsive, looking big and bold on my laptop, and fitting my mobile screen well, too. This allows the text to be bigger than Nike's email on mobile and full screen on desktop, too.</p> <h4>Score: 4/5</h4> <p><img src="https://assets.econsultancy.com/images/0008/0911/Welcome_to_Adidas.png" alt="adidas email" width="600"></p> <p><img src="https://assets.econsultancy.com/images/0008/0912/Welcome_to_Adidas_2.png" alt="adidas email" width="600"></p> <h4>Under Armour - Welcome email</h4> <p>I found this to be a pretty uninspiring boxy email. Again, the scalable format means the email is not as big as it could be on desktop.</p> <p>Everything is packed in, in a jumble of font sizes and colours. The copy isn't particularly friendly or inspiring.</p> <p>Apart from the clear header menu, I think the rest is poor.</p> <h4>Score: 2/5</h4> <p><img src="https://assets.econsultancy.com/images/0008/0913/Screen_Shot_2016-10-28_at_16.05.53.png" alt="under armour email" width="615" height="626"></p> <h3>Total scores</h3> <ul> <li> <strong>adidas:</strong> 18/20</li> <li> <strong>Under Armour:</strong> 12/20</li> <li> <strong>Nike:</strong> 6.5/20</li> </ul> <p>Well, it looks like adidas wins this one by a landslide. I love Nike's desktop website and prefer it to Under Armour's, but it just doesn't handle email subscription very well (an admittedly niche bit of UX, but one that shouldn't be forgotten).</p> <p>Keep your eyes peeled, I'll be looking at more website features from these three giants soon.</p> <p><em>Subscribers can download <a href="https://econsultancy.com/reports/the-fundamentals-of-email-marketing/">The Fundamentals of Email Marketing</a> to learn more about email marketing programmes.</em></p> tag:econsultancy.com,2008:Report/4278 2016-10-20T10:00:00+01:00 2016-10-20T10:00:00+01:00 The Fundamentals of Email Marketing <p>No tool in your marketing toolbox is as valuable and necessary to you as your<strong> email marketing</strong> programme:</p> <ul> <li>Email <strong>generates a generous return on investment</strong>, higher than any other digital marketing channel, including search and social media.</li> <li>Email <strong>extends the reach and power of every other marketing channel you use</strong>, whether it’s digital, mobile, print, broadcast or out-of-home.</li> <li>Holistic email marketing <strong>improves the customer experience</strong>.</li> <li>Email messages can <strong>align with all of the touchpoints on the customer journey</strong>, from browsing to buying and on to loyalty.</li> <li> <strong>Continuous platform development</strong> makes innovations possible.</li> </ul> <p><strong>The Fundamentals of Email Marketing</strong> report will help marketers understand, implement and execute email strategies to maximise return on investment in this channel.</p> <h2>What the report includes</h2> <p>The report includes <strong>initiatives, strategies and tactics that are not part of the conventional wisdom surrounding 'best practices'</strong>.</p> <p>All the initiatives, strategies and tactics recommended in this report assist both the marketer and the consumer. We’ve created this guide so you can use it to <strong>either review your existing email strategy or to help create a comprehensive email marketing strategy from scratch</strong>.</p> <p>We've also included <strong>a multitude of practical tips</strong> you can apply to individual campaigns to help maximise results.</p> <p><strong>A word of advice</strong> before reading – always question a tip and test it, even the ones we advocate here. Don’t accept on faith that something is the best route to take.</p> <p>However, whether you are a time-pressed newcomer to email or a grizzled veteran looking to elevate your programme, this guide and its recommendations are a good place to start.</p> <h2>How the report is structured</h2> <p>We've written this as eight standalone sections covering the essential areas of email marketing:</p> <ul> <li>Objectives and strategy</li> <li>Growing your database</li> <li>Using your email for targeting</li> <li>Designing for email</li> <li>Copywriting for email</li> <li>Testing and optimisation</li> <li>Reporting success using metrics that matter most</li> <li>Deliverability optimisation</li> </ul> <p>So you have a choice: you can sit back and read this guide from beginning to end like a book or you can jump to the section that has the most relevance to your current needs and explore it and delve into the others as and when needed.</p> <h2>Author and contributors</h2> <p>This guide has been put together by <strong>Kath Pay</strong>, who lives and breathes email marketing, with the aid of several experts who have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:</p> <ul> <li>Skip Fidura, Client Services Director, dotMailer</li> <li>Guy Hanson, Senior Director of Professional Services, Return Path</li> <li>Steve Henderson, Compliance Officer, Communicator</li> <li>Loren McDonald, Marketing Evangelist, IBM Marketing Cloud</li> <li>Dela Quist, CEO, Alchemy Worx</li> <li>Jordie van Rijn, Email Marketing Consultant, eMailMonday</li> <li>Karen Talavera, President, Synchronicity Marketing</li> <li>Catherine Toole, Founder and non-executive Director, Sticky Content Ltd</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:BlogPost/68391 2016-10-13T01:00:00+01:00 2016-10-13T01:00:00+01:00 Ten ways to freshen-up your email marketing Jeff Rajeck <p>So, though it seems like email is working well, companies are not increasing investment in the channel.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0002/1.png" alt="" width="701" height="340"></p> <p>One potential reason for this is that email is a legacy technology and many marketers have become comfortable with how it fits into their organisations.</p> <p><img src="https://assets.econsultancy.com/images/0008/0003/2.png" alt="" width="616" height="379"></p> <p>To others, though, email marketing is still evolving and<strong> there are a number of new best practices which can help even the most jaded email marketer.</strong></p> <p>To find out more about these, we spoke to a number of marketers about email at our recent Digital Cream Sydney and asked for ways to 'freshen-up' a stale email marketing programme.</p> <p>Here are ten tips provided by client-side marketers on the day.</p> <h3>1. Email marketing is a value exchange</h3> <p>One of the first things participants pointed out is that consumers are becoming much more savvy in managing their emails. Often, they pointed out, people have multiple email accounts to manage and ignore commercial emails.</p> <p>Because of this, email marketers should no longer send emails with a simple call-to-action and hope for the best.  </p> <p>Instead, marketers should treat an email as a 'value exchange'. This means that every email sent should answer the customer's unspoken question, 'what's in it for me'. </p> <p>Special offers, exclusive content, and event invites all provide this, according to attendees.</p> <p><img src="https://assets.econsultancy.com/images/0008/0004/email-2.jpg" alt="" width="800" height="533"></p> <h3>2. Email content must be engaging</h3> <p>In addition to providing value to get clicks and opens, marketers must also provide engaging content in order to be read.</p> <p>According to a <a href="https://litmus.com/blog/mobile-friendly-email-september-2016-email-market-share">recent report by Litmus</a>, <strong>email is most often opened on a mobile device.</strong></p> <p>Because of this, noted one participant, <strong>emails are not only in competition with other emails but with everything else available on mobile.</strong></p> <p>So, when writing emails, keep your user's short attention span in mind and make sure that the content is sharp, relevant, and to the point.</p> <h3>3. Use social media to build email lists</h3> <p>Attendees said that organisations still struggle to get email addresses from potential customers.</p> <p>While buying email addresses is now completely out of the question, many are wondering what to do to increase the size of their list.</p> <p>One participant said that social media can help. </p> <p>First off, educational advertising on social media helps drive high-quality traffic to the site. Then offering a free service or valuable information in exchange for an email address can help increase the list size.</p> <p>Also, <strong>if users need to login to your site for any reason</strong><strong>, use a social login.</strong> Then you should be able to get their email address as well as some demographic information.</p> <p>In either case, another noted, the organisation should still use an opt-in email in order to ensure that the customer is okay receiving promotional emails in the future.</p> <p><img src="https://assets.econsultancy.com/images/0008/0005/email-3.jpg" alt="" width="800" height="533"></p> <h3>4. Marketers need to get email data under control</h3> <p>Another way companies can improve their email marketing programmes is to look at the data that they use to measure effectiveness.</p> <p>With so many departments having access to email, <strong>there is often no visibility in an organisation about how many times a customer has been emailed.</strong>  </p> <p>This means that marketers have no way to gauge 'email fatigue', one of the most common reasons for unsubscribes.</p> <p>Also, another participant pointed out, <strong>most organisations do not have clarity on what click, open, and unsubscribe rates they should aim for.</strong>  </p> <p>Some do use industry benchmarks, but attendees felt that these were too general.</p> <p>Email marketers should lead the way on the benchmarks and ensure that everyone who uses email knows what data and targets they should aim for and how they can help to avoid over-emailing customers.</p> <h3>5. A/B testing makes a big difference</h3> <p>Delegates were all enthusiastic about the positive effects of using A/B testing in their email marketing programmes.</p> <p>Things marketers test include: </p> <ul> <li>Email receiver's name.</li> <li>Subject line.</li> <li>Amount of content.</li> <li>CTAs.</li> <li>Frequency. </li> </ul> <p>Out of all those, participants felt that subject line was probably the most important and encouraged others to make testing that a general practice.</p> <h3>6. Use responsive design and video in emails</h3> <p>Emails have changed a lot in the past few years. Now that many people view them on mobile email clients which support rich media, they can include HTML5 design, graphics, and even video.</p> <p><strong>Participants agreed that better-looking emails tend to perform better,</strong> but urged marketers to test emails on multiple platforms.</p> <p>One attendee noted that many email platforms still do not use responsive design as standard and so emails may not render correctly.</p> <p>Another delegate said that video has worked very well for their company, but added that <strong>all video in emails should have subtitles as well as audio.</strong></p> <p> <img src="https://assets.econsultancy.com/images/0008/0006/email-4.jpg" alt="" width="800" height="533"></p> <h3>7. Use preference centres, but be careful</h3> <p>Participants said that email marketers should use web pages where customers can update their preferences, also known as 'preference centres'.</p> <p>They can help brands keep subscribers who were about to unsubscribe and get feedback from those who do.</p> <p>Poorly-designed preference centres, however, can cause customer frustration.  </p> <p>Delegates warned that <strong>requiring customers to login to make changes or offering overwhelming options can turn what should delight customers into something which destroys brand loyalty.</strong></p> <h3>8. All employees who use email marketing should be trained</h3> <p>As email marketing has become more widely-understood in organisations, the use of the channel has become more widespread.</p> <p>What this means is that in many organisations, people who are not familiar with marketing principles often send out campaigns without abiding to the principles of good data management and integrity.</p> <p>At best this means that customers will get too many irrelevant emails and at worst, one participant warned, the organisation may be blocked by major email providers for spam.</p> <p>Because the stakes are so high, <strong>anyone who has permission to launch a campaign should be trained in email marketing</strong>.  </p> <p>At the very least they should understand email design, copywriting, audience management, and relevant spam laws.</p> <p><img src="https://assets.econsultancy.com/images/0008/0007/email-1.jpg" alt="" width="800" height="533"></p> <h3>9. Enterprise-grade email systems are becoming standard</h3> <p>Most participants on the day said that they use, or are in the process of buying, enterprise-grade email systems.</p> <p>Products mentioned included Salesforce, Oracle, and Adobe all of whom include email within their marketing clouds.  </p> <p>Mailchimp was mentioned as a high-quality product for those companies who do not send massive amounts of emails.</p> <p>Along with buying these systens though, attendees said that <strong>marketing teams need to allocate resources to learn and use the system properly.</strong></p> <p>Without proper training, one warned, the advantages of having an enterprise-grade email system will not be realised.</p> <h3>10. Email is not the future</h3> <p>Interestingly, many delegates were keen to point out that email is a legacy technology and will probably not grow in influence.</p> <p>This is because consumers now have so many other ways to find information out about brands and keep in touch with customer service.</p> <p>This means that <strong>email marketers should start to see what other services they can integrate with emails</strong>, such as <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/">online chat</a>, in order to keep their skills current.</p> <p>That said, another participant pointed out that email will probably never go away completely.</p> <p>To back that up, they pointed out that we still receive physical, direct mail from brands to this day.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially the moderator at the Email Marketing table, <strong>Monica Villate Escobar, Marketing Manager at Ventura Health</strong>.</p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/9893/hosts.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/68346 2016-10-07T14:24:28+01:00 2016-10-07T14:24:28+01:00 New data shows why digital is now critical to pharma Patricio Robles <p>At the same time, more than half (53%) of all marketing to physicians takes place through "non-personal" marketing channels.</p> <p>Digital channels in this category include email and SMS alerts.</p> <p>Today, physicians say they spend 84 hours per year interacting with pharma firms through non-personal channels, which they estimate represents 64% of the total time they spend interacting with pharma firms.</p> <p>It can be overwhelming. According to ZS:</p> <blockquote> <p>Today, each of the 26,000 prescribers contacted most frequently by pharmacos receive around 2,800 contacts per year from the pharmaceutical industry.</p> <p>This amounts to about one contact – an in-person sales rep visit, email, phone call or other – every working hour, including weekends and holidays.</p> <p>And they receive these commercial messages on nearly every device, including iPads, mobile phones and laptops.</p> </blockquote> <p>Interestingly, despite the fact that physicians perceive that non-personal channels account for the majority of their pharma interactions and pharma companies estimate that 52% of their outreach is through non-personal channels, budgets don't appear to have shifted yet.</p> <p>A whopping 88% of sales and marketing dollars are still allocated to sales staff.</p> <h3>Increasingly elusive physicians</h3> <p>With the majority of physicians restricting access to sales reps, and 18% of them now "severely" restricting access by meeting with fewer than 30% of the reps who try to meet with them, it's clear that physicians are becoming more elusive and pharma marketers will need to up their game to reach them.</p> <p>According to Malcolm Sturgis, the associate principal at ZS who led the firm's study: "To reach physicians, the pharma industry must become more targeted and sophisticated in its multichannel marketing efforts.</p> <p>"As the variety of alternative marketing channels available today continue to expand, it is critical for pharma to focus on providing a better experience and respond promptly to customer challenges."</p> <p>That doesn't mean getting too aggressive, or going too broad.</p> <p>"While non-personal communications provide an opportunity to reach those 'tough-to-see' prescribers, blindly inundating healthcare providers with digital communications isn't the best solution," Sturgis noted.</p> <p>Pharma marketers will also need to carefully craft the messages they deliver to physicians because of trust: according to a study conducted by Deloitte Consulting, <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">75% of physicians don't entirely trust information that comes from pharma</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/8526/deloitte2-blog-flyer.jpg" alt="" width="470" height="346"></p> <p>But despite the challenges pharma marketers face in today's environment, a large number (84%) told Deloitte that they are influenced by proprietary data, such as efficacy data, that only pharma companies can provide.</p> <p>And 65% indicated they'd be willing to interact with pharma firms around that content through social channels.</p> <p>There are also new channels, <a href="https://econsultancy.com/blog/67831-electronic-health-records-ehrs-could-help-pharma-marketers-reach-doctors">like EHRs</a>, through which pharma marketers have opportunities to provide value to physicians and interact with them in meaningful ways.</p> <p>So as physicians become harder to reach through traditional channels and take more control over their interactions with pharma companies, expect to see pharma marketers adapt by investing more in non-personal digital channels.</p> <p><em>For more on this topic, check out these reports:</em></p> <ul> <li><a href="https://econsultancy.com/reports/embracing-digital-transformation-in-the-pharma-and-healthcare-sectors/"><em>Embracing Digital Transformation in the Pharma and Healthcare Sectors</em></a></li> <li><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/"><em>Healthcare Study: Organizing Marketing in the Digital Age</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68392 2016-10-07T14:14:00+01:00 2016-10-07T14:14:00+01:00 10 superb digital marketing stats from this week Nikki Gilliland <p>If you’re in the mood for more, the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> is ready and waiting as always.</p> <h3>Half of consumers want more sophistication from online banking</h3> <p><a href="https://dma.org.uk/research/talking-the-consumers-language-financial-services-infographic" target="_blank">New research from the DMA</a> has revealed how consumers feel about their current online banking services.</p> <p>Despite 76% of customers using online banking and 22% using mobile banking - 45% still like to visit their local branch to talk about issues face-to-face.</p> <p>Findings also show that consumers also crave more sophistication from their online services.</p> <p>71% want rewards for loyalty, 51% desire special access to offers and 49% want email alerts.</p> <p><img src="https://assets.econsultancy.com/images/0008/0018/DMA_infographic.JPG" alt="" width="623" height="322"></p> <h3>Over half of UK retailers are failing to personalise online content</h3> <p>Despite 93% of retailers admitting that consumers want personalised content, new research from Monetate has found that just 59% are delivering it across more than one online channel. </p> <p>Out of the 81% that are able to personalise content across multiple channels, more than half are unable to synchronise it for a consistent cross-channel experience.</p> <p>Of the obstacles cited by retailers, a lack of human resources is said to be the biggest, closely followed by an inflexible ecommerce platform.</p> <h3>Videos feature in a quarter of search results</h3> <p>A new <a href="http://pages.searchmetrics.com/UniversalSearch_EN.html" target="_blank">study by Searchmetrics</a> has found that while page one of Google only shows around 8.5 organic links, there are a growing number of other opportunities for marketers to target search.</p> <p>This is because nearly every search query results in at least one type of boxed out content, such as app suggestions, integrated Twitter cards, images and videos.</p> <p>Videos in particular present a huge area of opportunity, featuring in around a quarter of results. </p> <p>More specifically, YouTube is the top platform to target, with 9 out of 10 videos being hosted by the site.</p> <p><img src="https://assets.econsultancy.com/images/0008/0029/Search.JPG" alt="" width="600" height="541"></p> <h3>Consumers are more receptive to early morning ads</h3> <p>According to a new study by YuMe, consumers are more receptive to ads in the morning, despite the common perception that evening is prime time for advertising.</p> <p>In a survey of 10,000 consumers, people were asked to rank their willingness to receive a message from a brand on a scale of 1-100.</p> <p>With an average of 59 in the morning and 45 in the evening, an early start was clearly favourable. </p> <p>Further to this, the study also found that purchase intent is also higher at this time, coming in at +11% from 3:00am to 11:59am.</p> <h3>44% of small businesses are failing to keep up with customer demands on payment preferences</h3> <p>Research from PayPal has discovered that small businesses might be missing out on sales due to a refusal to modernise payment options.</p> <p>In a study of over 2,000 businesses owners, it was found that two in five have never reviewed how they take payment from their customers.</p> <p>What’s more, just 17% have a mobile-optimised website and just 4% have a mobile app that takes payments.</p> <p>With a growing interest in digital wallets and contactless payments, the lack of options provided could be the most significant barrier to purchase. </p> <h3>Adobe says email campaigns are failing to engage </h3> <p>Adobe’s latest report has revealed how Europeans are spending over a <a href="https://blogs.adobe.com/digitaleurope/cross-channel-marketing/adobe-email-survey-2016/" target="_blank">third of their waking day on email</a>, but despite this, they are opening 10% less emails from brands.</p> <p>Analysing the email habits of 3,000 professionals across Europe, the report also found that emoji use, an overload of messages and poor optimisation are among the biggest bugbears.</p> <p>With smartphones overtaking desktop as the most favoured device to read emails, 22% of users say they disengage if an email is not optimised for mobile.</p> <p><img src="https://assets.econsultancy.com/images/0008/0020/Adobe_email.JPG" alt="" width="644" height="296"></p> <h3>Apple named the valuable brand in the world</h3> <p>Interbrand’s Best Global Brands report has revealed that Apple is worth an estimated $178.1bn, making it the most valuable brand in the world.</p> <p>Since increasing its value by 5% in 2016, it is now $45bn ahead of Google (which is said to be worth an estimated $133.2bn).</p> <p>Other brands included in the top ten include Coca-Cola, Microsoft and Toyota. </p> <p>Interbrand’s rankings are determined by financial performance of the product/service, influence on customer choice and the strength of the brand in commanding secure earnings.</p> <h3>55% of companies see conversion rate optimization is seen as crucial</h3> <p>Econsultancy's latest report highlights how conversion rate optimization continues to be a key area of focus among digital marketers.</p> <p>55% of companies currently see it as ‘crucial’ to strategy and 35% also rank it as ‘important’. </p> <p>With the importance of conversion rate optimisation remaining high over the last few years, insight suggests that data setup and integration are now becoming areas of focus.</p> <p>For more on this, you can download the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization Report 2016 here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/0017/Conversion_rate_optimisation.JPG" alt="" width="652" height="481"></p> <h3>The Apprentice generates 123 tweets per minute</h3> <p>Lord Sugar returned to our screens this week, and analysis from <a href="https://www.spredfast.com/" target="_blank">Spredfast</a> shows that the nation was quick to react on social media.</p> <p>The first episode in the new series of the Apprentice resulted in a peak of 123 tweets a minute, totalling over 74,000 mentions of the show between 9pm-12.20am.</p> <p>Many users took to Twitter to vent their frustration, with sentiment around the show being 18% negative and 13% positive. </p> <p>However, it appears that many were nonplussed with the familiar format, with the show seeing 69% neutral sentiment.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you’re in a meeting and you’ve had too much coffee… <a href="https://twitter.com/hashtag/theapprentice?src=hash">#theapprentice</a> <a href="https://t.co/SQMvXMgdGZ">pic.twitter.com/SQMvXMgdGZ</a></p> — The Apprentice (@bbcapprentice) <a href="https://twitter.com/bbcapprentice/status/784122778437967872">October 6, 2016</a> </blockquote> <h3>Attitudinal segmentation is three times more accurate than traditional demographics</h3> <p>A study from Network Research has revealed that marketers would see better results by basing research on millennial’s behaviour and attitudes – not age and gender.</p> <p>In a survey of over 1,000 consumers, the company found that most make decisions based on the rational and emotional components of brand relationships.</p> <p>As a result, many marketers could be seeing limited results by focusing on narrow or traditional demographics.</p> <p>The study also quashed common perceptions about certain demographics, such as the idea that that consumers on lower incomes are less concerned about the environment.</p>