tag:econsultancy.com,2008:/topics/email-marketing Latest Email content from Econsultancy 2017-06-22T12:28:00+01:00 tag:econsultancy.com,2008:BlogPost/69172 2017-06-22T12:28:00+01:00 2017-06-22T12:28:00+01:00 10 supermarkets with 10 very different email opt-in/opt out strategies Andy Favell <p>I have used a checklist approach that might help grocers improve unsatisfactory email metrics, such as a) signup to unsubscribe ratio; b) signup to read ratio; c) signup to conversion ratio and d) spam reports.</p> <p>With the lack of consistency seen between these 10 supermarkets, there should be little surprise that authorities around the world are concerned that customers may be unwittingly consenting to receive marketing communications.</p> <h3>Global clampdown requires global response from retailers</h3> <p>Authorities around the world have been gradually tightening guidelines for obtaining consent. Canada, for example, has some of the tightest rules, which helps to explain why Walmart Canada’s approach is (currently) very different to that of Walmart US.</p> <p>The UK Information Commissioners Office (ICO) recently closed a consultation period on its draft <a href="https://ico.org.uk/about-the-ico/consultations/gdpr-consent-guidance/" target="_blank">email consent guidelines</a>, arguably quite a strict interpretation of the General Data Protection Regulation (GDPR) – a Europe-wide data privacy regulation that come into force in May 2018.</p> <p>As multinational retailers are bound by the rules in the country where their email subscriber resides, it may make sense to comply with some of these tighter regulations across the board.</p> <p>Colby Cavanaugh, senior vice president of marketing at email marketing provider Emma.</p> <blockquote> <p>"Each country has different regulations around email marketing, and it’s important to remember that you must abide by the laws of the countries you <em>send to</em>, not just the one you operate in. If any of your subscribers live in Canada, for instance, you must adhere to <a href="http://crtc.gc.ca/eng/internet/anti.htm" target="_blank">CASL</a>, one of the strictest sets of laws around email permissions in the world."</p> </blockquote> <h3>Common sense</h3> <p>But the question retailers should be asking is: do we need wait for regulation to put our house in order? Email consent isn’t just about business ethics, it’s also about what’s good for business.</p> <p>Like all dealings between retailer and customer, signing up to emails should be a matter of customer choice. It is clear that the ICO and other authorities worldwide do not feel current practices follow this principle.</p> <p>Padding your email subscription program with customers who do not want to be there is at best totally pointless, but is also likely harmful to customer relations, brand reputation, and the future viability of the email program itself if too many recipients mark the company as spam. A clean email list of quality subscribers who want to receive emails will deliver a higher conversion rate and sales.</p> <p>If in doubt, ask your email provider for advice. You may be surprised how many recommend active opt-in for consent, regardless of local rules.</p> <p>Colby Cavanaugh:</p> <blockquote> <p>"Best practices state that email opt-ins during the checkout process require active, explicit opt-in. This means customers must check a box themselves to sign up for your list. Using this practice means that you’ll be in compliance with more parts of the world beyond the US, including Canada. It does weigh quality over quantity — your list will grow slower, but on the plus side, you’ll be more confident that your subscribers actually want email from you."</p> </blockquote> <p>However, "if someone has made a purchase from your organization recently, they can fall into a category known as 'implied opt-in'," says Becca Brennan, deliverability and compliance analyst at GoDaddy Email Marketing. "It should be fine to send them mail that's directly related to the products they purchased. That being said, it's still advisable to allow those customers to subscribe themselves," she adds.</p> <h3>What are the new guidelines?</h3> <p>This study was loosely based on the recommendations of the draft guidance of the UK’s ICO, based on the upcoming GDPR regulation. Whether or not you send email to recipients in the UK or Europe, these guidelines are a good indication of opt-in best practice. Guy Hanson, Chair of DMA Email Council, sums up the proposed changes:</p> <p>“In the <a href="https://ico.org.uk/about-the-ico/consultations/gdpr-consent-guidance/" target="_blank">draft guidance</a>, the ICO lists the main changes that email marketers will need to consider:</p> <p><strong>(i) Active opt-in</strong>: the GDPR makes it clear in the recitals that pre-ticked boxes are not a valid form of consent. Clear opt-in boxes should be used.</p> <p><strong>(ii) Unbundled</strong>: asking for consent should be separate from other terms and conditions so individuals are clear what they consenting to. Consent should not be a pre-condition of signing up to a service unless it is necessary for that service.</p> <p><strong>(iii) Granular</strong>: where there are various different types of data processing that may occur, allow for separate consent as much as possible. The ICO want organisations to be as granular as possible which means giving consumers more control over what they're consenting to.</p> <p><strong>(iv) Named</strong>: always tell individuals who your organisation is and name any third parties that the data will be shared with. The draft ICO guidance states that terms like 'we will only share your data with other mens clothing retailers' are not specific enough. The individual organisations the data will be shared with need to be named.</p> <p><strong>(iv) Easy to withdraw</strong>: individuals should be easily able to withdraw their consent. Organisations must put in place simple and fast methods for withdrawing consent. Tell individuals about their right to withdraw consent.</p> <p><strong>(v) Documented</strong>: maintain records of the consents you have. Record the following information: what the individual has consented to; what they were told at the time; and the method of consent.</p> <p>“Note the section in the ICO guidelines that states “Do you always need consent? In short, no. Consent is one lawful basis for processing, but there are five others.” A lot of data owners are likely to seek to rely on the ‘legitimate interests’ alternative, and consultation is also underway to firm up what will/won’t meet the definition for this.</p> <h3>Summary of results</h3> <p>We took a peek at the opt-in/out of the following supermarkets: </p> <ul> <li>Aldi (UK)</li> <li>Asda (UK)</li> <li>Kroger (US)</li> <li>Morrisons (UK)</li> <li>Sainsbury's (UK)</li> <li>Tesco (UK)</li> <li>Waitrose (UK)</li> <li>Walmart Canada</li> <li>Walmart US</li> <li>Woolworths Australia </li> </ul> <p>If you can’t be bothered to read any further, here's a summary of the results/conclusions. N.B. These are the observations and conclusions of the author, solely: </p> <ul> <li>Registration is compulsory to allow purchase (sometimes also browsing, add to basket and view basket), with the exception of Walmart Canada and Aldi.</li> <li>Three supermarkets (Woolworths Australia, Sainsbury's and Walmart Canada) require customers to <em>actively</em> tick a checkbox to opt-in to emails.</li> <li>The other seven supermarkets have a passive opt-in (i.e. they require customers to actively opt-out of emails). Four do this by getting the user to <em>tick</em> a box (Tesco, Waitrose, Asda; Aldi), and the other three ask the user to untick a box (Kroger; Walmart US; Morrisons).</li> <li>Six supermarkets <em>do not</em> make clear that users will receive emails unless they opt out (Walmart US, Morrisons, Aldi, Asda, Tesco, Kroger).</li> <li>Two supermarkets <em>do not</em> make clear from which companies the user is consenting to receive emails (Kroger, Walmart US).</li> <li>The opt-in/out button is in smaller, less defined text, or is ambiguous on the websites of five supermarkets (Walmart US, Sainsbury’s, Morrisons, Asda, Waitrose).</li> <li>For two supermarkets, opt-in/out is combined with or easily confused with acceptance of terms and conditions and privacy statement (Morrisons, Asda).</li> <li>For three supermarkets, opt-in/out does not clearly mention the word 'email' or use the words 'subscribe', 'sign-up', 'opt-in' or 'opt-out' (Sainsbury’s, Tesco, Morrisons).</li> <li>Opt-in/out does not make clear that the user can opt out any time in the case of Woolworths, Sainsbury’s, Morrisons, Tesco, Kroger, Aldi and Walmart US.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/6750/t3.2_email_opt_out_aldi.png" alt="" width="615" height="620"></p><p><em>Image 2: Aldi (UK) – guest checkout page, with opt-out consent for email subscription.</em></p> <h3>1. Purchase as guest versus enforced registration</h3> <p>Eight out of the 10 supermarkets do not allow customers to checkout as a guest. </p><p>This forces customers to register before they can purchase. The registration drive feels particularly aggressive where retailers do not allow visitors to view products pages or add to basket without flashing up a compulsory sign in or sign up popup.</p> <p>All supermarkets have an opt-in or opt-out email subscriber recruitment initiative at registration or during account registration. So compulsory registration means every shopper is forced to make an opt-in/out decision about subscribing to marketing emails, before they can purchase, sometimes before they can browse products. This is particularly of concern where retailers by default opt-in all registering customers unless they opt out.</p> <p><strong>Not keen on:</strong></p> <p>Retailers that aggressively push registration or sign in, long before checkout e.g. Asda (when first product is viewed or added to the basket, see image 7), Morrisons, Waitrose, and Tesco.</p> <p>Image 3, below, demonstrates how Tesco requires shoppers to register before an item is placed in the basket. By default Tesco adds registrants to its email, SMS, direct mail and telephone database, unless they tick a box at checkout to opt out.</p> <p>Tesco also makes enrolment in its Clubcard loyalty program obligatory. There is no opt out. If you select No [I do not have a Clubcard] Tesco will “add one to your account so you do not miss out on points”. This means you cannot shop at Tesco.com unless you join the loyalty program. No other supermarket imposed this condition.</p> <p><strong>Prefer:</strong></p> <p>Aldi UK (see image 2 above) – allows purchase as guest. Aldi by default adds customers to its email database, unless they tick a box at checkout to opt out.</p> <p><strong>Love:</strong></p> <p>Walmart Canada - allows guest check out; does not solicit email signups from its guests. Those that choose to register are greeted with a beautifully crafted registration form explaining benefits, with active opt-in to receive emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/6751/t3.3_email_optout_tesco.png" alt="" width="615" height="577"></p> <p><em>Image 3: Tesco (UK) – Sign in or register popup + registration page, with 'not thanks' opt-out consent for email subscription.</em></p> <h3>2. Active opt-in / passive opt-in / active opt-out</h3> <p>The 10 grocers examined illustrate the three common scenarios of opt in/out. There can be no doubt that the lack of standard approach adds to customer confusion and frustration.</p> <p><strong>Three types:</strong></p> <p>(i) Customer must actively tick checkbox to opt-in for emails. This is widely recommended as best practice by email practitioners / platforms / associations and is in-line with or exceeding global guidelines.</p> <p>(ii) The opt-in to emails has been pre-ticked by the retailer. By default the customer is opted in unless they actively untick the checkbox. This can be confusing and frustrating for customers. Increasingly industry guidelines (e.g. ICO) do not favour this approach.</p> <p>(iii) Customer must actively tick checkbox to opt-out. By default the customer is opted in. It is never clear if the customer has (in their mind)consented or not. This is not in-keeping with the active opt-in recommended by more stringent guidelines, including draft ICO.</p> <p><strong>Not keen on:</strong> </p> <ul> <li>Kroger, Walmart US (see image 5) and Morrisons – customer must un-tick opt-in.</li> <li>Tesco (see image 3); Asda (see image 7); Aldi (see image 2) – customer must tick to opt-out.</li> <li>Waitrose (see image 8) requires tick to opt out. Box contains shadow tick that could be confused for pre-tick. </li> </ul> <p><strong>Love:</strong> </p> <ul> <li>Woolworths Australia (see image 10), Walmart Canada (see image 6).</li> <li>Sainsbury’s gives customers two compulsory choices opt in or opt out (see image 4).</li> </ul> <p>The Sainsbury’s form is not perfect, but is one of the best. It is excellent and unique, among those I looked at, in the way it gives customers two clear choices (opt in or opt out). These are radio buttons, the customer must choose one or the other or they cannot register, either 'I do want to hear about offers and services' or 'I do not want to hear about offers and services'.</p> <p><img src="https://assets.econsultancy.com/images/0008/6753/t3.5_email_optin_out_sains.png" alt="" width="800"></p><p><em>Image 4: Sainsbury’s (UK) registration page, with choice between opt-in or opt-out consent for email subscription.</em><strong><br></strong></p> <h3>3. Opt-in/out is not in line with form fields and subscribe or checkout button</h3> <p>When building registration forms it is important to give the user a sense of flow. If the customer is filling out fields and clicking a register confirmation button on one side of the page the opt-in/out checkbox should also be on the same side.</p> <p><strong>Not keen on:</strong></p> <p>Morrisons – the entire form is on the right of the page, but the pre-checked opt-in is on the far left bottom corner where it could easily be missed by the customer (see image below) </p> <p><strong>Room for improvement:</strong></p> <p>Sites that put the opt-in/out checkbox on the left and the button on right e.g. Sainsbury’s (image 4) and Woolworths (image 10).</p> <p><strong>Prefer:</strong></p> <p>Registration pages that place opt-in/out checkbox on the left and the button inline on the left (or both on right), e.g. Walmart US (see image below).</p> <p><img src="https://assets.econsultancy.com/images/0008/6754/t3.6_email_opt_out_walmart_morrisons.png" alt="" width="515" height="386"></p> <p><em>Image 5: Morrisons registration form and Walmart (US) registration form. By default, customers are opted-in to email subscription.</em></p> <h3>4. Opt-in/out is below the subscribe or checkout button</h3> <p>The norm is for the opt-in/out to sit above the register/create account button. As customers read webpages vertically, often ignoring small print below the call to action, there is more chance that by placing the opt-in/out below the call to action it may not been seen, read or considered until after the button is already pressed.</p> <p>If the default position is that the customer is added to the email database, unless they uncheck an opt-in box or tick an opt-out box, then there’s a big danger that subscription is without knowledge or consent.</p> <p>Use A/B testing and user testing to test the placing (and wording of) opt-in/out. If placing the checkbox below the button impacts the opt-in/out rate, then fix it.</p> <p><strong>Not keen on:</strong></p> <ul> <li>Walmart US – places the terms of use and privacy consent above the 'create account' button, but the pre-ticked opt-in box below (image 5). Using a bright orange tick, in the same colour as the consent button, may mitigate the issue.</li> <li>Morrisons – the situation is exacerbated by introducing considerable white space between the register button and pre-checked opt-in and placing one far left and the other far right (see image 5).</li> </ul> <p><strong>Prefer:</strong></p> <ul> <li>All retailers that place opt-in/out directly above the registration button, assuming the nature of consent is absolutely clear.</li> </ul> <p><strong>Love:</strong></p> <p>Walmart Canada – opt-in is directly above 'create my account', it’s bold, clear and blue (see image 6 below). If any retailer has a better form than Walmart Canada, let us know in the comments below. The checkbox details signup is optional and says "Get up-to-date information on weekly flyer features, Rollback &amp; Clearance items, exclusive products, and Walmart offers. You can unsubscribe at any time."</p> <p><br><img src="https://assets.econsultancy.com/images/0008/6755/t3.7_email_optin_walmart_ca.png" alt="" width="615" height="630"></p> <p><em>Image 6: Walmart (Canada) registration form; requires active opt-in to sign up to emails.</em></p> <h3>5. Opt-in/out is in smaller, less defined text, or is unclear or ambiguous</h3> <p><strong>Not keen on:</strong></p> <p>Asda – too verbose and not sufficiently clear (see image 7). It needs to be immediately clear that this is an opt-in or opt out to receive email messages. Asda’s opt-out (see image 7 below) contains pertinent information, but it is too long and imprecise. The bolding of “don’t want” helps, but not a lot.</p> <p><strong>Room for improvement:</strong></p> <p>Morrisons (see image 5), Walmart US (image 5), Waitrose (image 8).</p> <p><strong>Prefer:</strong></p> <p>Sites with brief, straight-talking statements in large bold text e.g. Tesco (see image 3) where “No, thanks” is in bold. Or Waitrose – “I’d prefer not to receive”.</p> <p><strong>Love:</strong></p> <p>Sites that put the entire opt-out in bold clear text, e.g. Aldi (see image 2) or Walmart Canada (see image 7 above).</p> <p><img src="https://assets.econsultancy.com/images/0008/6756/t3.8_email_opt_out_asda.png" alt="" width="615" height="597"></p> <p><em>Image 7: Asda registration form; customers are opted-in to email subscription, unless they opt out.</em></p> <h3>6. Opt out does not specify that customers will receive emails unless they actively opt out</h3> <p><strong>Not keen on:</strong></p> <p>Any 'opt-out retailer' who does not explicitly tell customers they will receive emails unless they opt-out - Walmart US, Morrisons (both image 5), Aldi (image 2), Asda (image 7), Tesco (image 3), Kroger.</p> <p><strong>Prefer:</strong></p> <p>Waitrose (see image below). Waitrose is the only one of the seven opt-out retailers who specifies: “By providing your details you agree to be contacted by us”. But it would be preferable if this was not buried in the middle of a paragraph.</p> <p><img src="https://assets.econsultancy.com/images/0008/6758/t3.9_email_opt_out_waitrose.png" alt="" width="615" height="319"></p> <p><em>Image 8: Waitrose (UK) registration form and default opt-in explanation.</em></p> <h3>7. Opt-in/out does not specify from which companies customers will receive emails</h3> <p><strong>Not keen on:</strong></p> <p>Opt-in/outs that do not mention any company - Kroger, Walmart US (image 5)</p> <p><strong>Room for improvement:</strong></p> <p>Opt-in/outs that do not mention sending company, but do not specify if other companies – subsidiary or third party are excluded: Aldi (image 2), Woolworths (image 10), Asda (image 9), Morrisons (image 9).</p> <p><strong>Prefer:</strong></p> <p>Opt-in/outs that specifically include subsidiary companies in text - Sainsbury’s (image 9) - or asterisk and footnote, such as Tesco (image 3).</p> <p><strong>Love:</strong></p> <ul> <li>Waitrose (image 8) – enables customers to opt out individually from mailings from Waitrose, John Lewis and John Lewis Financial Services.</li> <li>Walmart Canada – “don't worry, we will never sell or rent your personal information. It's part of our <a href="https://www.walmart.ca/en/help/legal">privacy policy</a>” (image 6)</li> </ul> <h3>8. Opt-in/out is combined with or easily confused with acceptance of terms and conditions and privacy statement</h3> <p>None of the 10 retailers makes opt-in compulsory, or combines it with the terms and conditions or privacy statement (which must be accepted), but with two retailers it is possible for the customer to make the mistake that the check box is to accept of terms and conditions or privacy statement.</p> <p><strong>Not keen on:</strong></p> <p>Morrisons (image 9). – only with careful reading is it clear that terms and conditions are not bundled with opt-out.</p> <p><strong>Room for improvement:</strong></p> <p>Asda (image 9) – the stand out words in the opt-out are bright blue and link to Privacy Policy. </p> <p><strong>Prefer:</strong></p> <p>Retailers that have separate tick boxes for accepting terms and conditions and opting in/out to emails.</p> <p><strong>Love:</strong></p> <p>Sainsbury (image 9) – terms and conditions and opting in/out to emails are in separate and boxed sections of form.</p> <p><img src="https://assets.econsultancy.com/images/0008/6759/t3.10_email_optin_out_sains_mor_asda.png" alt=""></p> <p><em>Image 9: Sainsbury’s, Morrisons, Asda. Drawing a line between terms and conditions and opt-in.</em></p> <h3>9. Opt-in/out does not mention the word “email”, bundles email with other forms of communication or does not use the words “subscribe”, “sign-up”, “opt-in” or “opt-out”.</h3> <p><strong>Not keen on:</strong></p> <p>Catch all opt-out/opt-ins e.g. Tesco (image 3) or Sainsbury’s (image 9) – “We'd love to keep in touch with you by post, phone, SMS, email and other electronic means with money off vouchers, exclusive offers and the latest info, from Sainsbury's and Sainsbury's companies."</p> <p>Fluffy speak e.g. Asda (image 9) – “We'd love to keep in touch” </p> <p><strong>Room for improvement:</strong></p> <p>Aldi (image 2) – “I’d prefer not to receive marketing information about Aldi’s products and offers.”</p> <p><strong>Prefer:</strong></p> <p>Walmart US (image 5) – “Email me about Rollbacks, special pricing, hot new items, gift ideas and more.” </p> <p><strong>Love:</strong></p> <p>Walmart Canada (image 6) – “Sign up for Walmart.ca emails (optional).”</p> <p>Woolworths Australia – (image 10 below): “Communication preferences. Yes! I would like to receive updates about products &amp; services, promotions, special offers, news &amp; events from Woolworths Online via [Checkbox] SMS [Checkbox] email.”</p> <p><br><img src="https://assets.econsultancy.com/images/0008/6760/t3.11_email_opt_in_woolworths.png" alt="" width="615" height="226"></p> <p><em>Image 10: Woolworths (Australia) registration page.</em></p> <h3>10. Opt-in/out does not make clear that can opt out any time</h3> <p>Whether customers are opted-in to email marketing by default or actively opt-in, it is important to inform them of their right to unsubscribe at any time, ideally explaining how.</p> <p><strong>Not keen on:</strong></p> <p>Retailers with no notice, including Woolworths (image 10) and Sainsbury’s (image 9).</p> <p><strong>Prefer:</strong></p> <p>Asda – “You can ask us to stop at any time” (image 9). Waitrose (image 11) – “You can stop receiving our updates at any time by getting in touch”.</p> <p><strong>Love:</strong></p> <p>Walmart Canada (image 6) – “You can unsubscribe at any time.”</p> <h3>11. Disadvantage customers who do not opt in</h3> <p>Opt-in/opt-out must be voluntary.</p> <p><strong>Not keen on:</strong> Waitrose (image 11).</p> <p><strong>Prefer:</strong> all others.</p> <p>The only site that showed suggestion of a disadvantage for not signing up to emails is Waitrose, which states: "If you have a my John Lewis membership card, we'll be unable to continue that membership if you opt out of receiving information from John Lewis."</p> <p><img src="https://assets.econsultancy.com/images/0008/6761/t3.12_email_optout_waitrose_condit.png" alt="" width="615" height="373"></p> <p><em>Image 11: Waitrose registration page, with condition.</em></p> <p>N.B. These are the observations and conclusions of the author, solely. Feel free to agree/disagree and suggest other factors in check in/out success in the comments below.</p> <p><em><strong>Econsultancy subscribers can download the<a href="https://econsultancy.com/reports/the-fundamentals-of-email-marketing/"> Fundamentals of Email Marketing</a>, a best practice guide.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69143 2017-06-02T12:33:26+01:00 2017-06-02T12:33:26+01:00 10 intriguing digital marketing stats from this week Nikki Gilliland <h3>71% of Brits think voice will be used in daily tasks in 10 years</h3> <p>According a consumer survey by Wiraya and YouGov, 71% of consumers think voice will be used for one or more daily tasks by 2027, while 26% of Brits already interact with day-to-day technology using voice activation.</p> <p>Helen Mirren was voted the voice people would most want to hear on automated calls, closely followed by Ewan McGregor, and then Tom Hardy.</p> <p><img src="https://assets.econsultancy.com/images/0008/6516/Voice.JPG" alt="" width="780" height="421"></p> <h3>C-Suite executives rank customer experience as top priority</h3> <p>Calabrio has <a href="http://learn.calabrio.com/dl-customer-experience-era-intl/" target="_blank">released a report</a> that reveals customer experience is now a top priority for US and UK business executives – ranked above sales and revenue as a primary concern for 2017.</p> <p>52% of senior leaders now view customer experience as the most important way of differentiating their brand. Further findings suggest it’s not that easy, however, with the biggest obstacles being achieving a single customer view and integrating customer data.</p> <p>29% of C-Suite execs are still unsure of the number of devices customers are using to complete a purchase, and only one in three believe that customers are connecting with brands using more than two devices.</p> <h3>Only half of consumers know how to block ads on mobile</h3> <p>Despite more than 80% of the people surveyed owning a mobile device, just 15% of them block ads on their mobile devices, compared to 68% blocking ads on their laptops.</p> <p>This is according to a <a href="http://insight.globalwebindex.net/mobile-ad-blocking-2017" target="_blank">GlobalWebIndex study</a>, which delved into the reasons why the US and EU are way behind Asia when it comes to the uptake of mobile ad blocking. </p> <p>Results show that users are unaware they can block ads on mobile devices, with just 48% of device owners currently aware of the possibility. It’s clear that many are still frustrated with online advertising, as one in three mobile users feel they see too many ads when browsing, and almost 50% have a desire to block all ads on their mobile devices.</p> <p><img src="https://assets.econsultancy.com/images/0008/6510/mobile_ad_blocking.JPG" alt="" width="780" height="420"></p> <h3>70% of audiences want social media companies to tackle fake news</h3> <p>Research by the7stars has revealed that just 20% of UK news audiences feel confident that the news they are reading is real, and 70% want social media companies to take more responsibility for tackling fake news.</p> <p>In a survey of 1,000 Brits, 45% said that it’s difficult to understand what is fake news and what isn’t. Just 7% said they felt Facebook and Twitter are doing enough to protect them from fake news.</p> <p>Only 10% of respondents said they trust news shared by friends on social media, with 45% saying they would not trust a shared news article.</p> <h3>Champions League engages more fans on social than FA Cup</h3> <p>Ahead of this year’s Champions League Final, Adobe has revealed how fans have been engaging with football's biggest competitions on social media.</p> <p>Taking into account over 27.8m mentions of the Champions League and FA Cup, stats show that the Champions League has been dominating, garnering over 22m social mentions – an average of 2.4m mentions a month. </p> <p>In contrast, the FA Cup generated just over 5.8m social mentions during its tournament phase, with an average of almost 900,000 mentions a month.</p> <p>This appears to be due to the Champions League’s international presence, with 84% of mentions coming from outside of the UK, compared to 63% coming from abroad for the FA Cup.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/UCLfinal?src=hash">#UCLfinal</a> Festival in Cardiff Bay:</p> <p>Sunshine ✅<br>Floating pitch ✅<br>Ultimate Champions Match ✅</p> <p>Details: <a href="https://t.co/WPHOv0QOZb">https://t.co/WPHOv0QOZb</a> <a href="https://t.co/OnycoUM95S">pic.twitter.com/OnycoUM95S</a></p> — Champions League (@ChampionsLeague) <a href="https://twitter.com/ChampionsLeague/status/870292999967842304">June 1, 2017</a> </blockquote> <h3>Biggest UK mortgage companies are delivering poor online experience</h3> <p>According to <a href="http://dock9.com/latest/press-release-uk-mortgage-giants-failing-customers-online-says-research" target="_blank">new research</a> by Dock9, three of the UK’s biggest mortgage providers are ranked worst in terms of online customer experience.</p> <p>In a study of the best and worst online experiences for 19 major mortgage intermediaries, high street and specialist lenders – Santander, Nationwide, and Natwest finished bottom of the pile. Barclays, Lloyds, and TSB were ranked top.</p> <p>Overall, it found 53% of companies are failing to design websites fully suited to mobile and tablet devices. 65% are only partially or not responsive at all, meaning customers have a much longer journey than necessary. </p> <h3>72% of marketers fail GDPR consent test </h3> <p>A test conducted by <a href="https://uk.mailjet.com/blog/guide/gdpr-research-report/" target="_blank">Mailjet</a> found that 72% of UK marketers either cannot answer, or incorrectly list the necessary conditions to meet GDPR requirements for ‘opt-in’ consent.</p> <p>With less than a year to go, just 17% of respondents have taken all of the recommended steps towards GDPR compliance. The reason could be that many marketers wrongly believe that the fine for non-compliance is €5.2m, when it is in fact €20m, or 4% of their global revenue.</p> <p>This is not the only area of confusion - 64% also assume GDPR means they must ensure individuals are able to opt-out easily, while 32% of UK marketing professionals believe they will be able to automate processing of location data without ‘opt-in consent’.</p> <p>For a handy breakdown of the GDPR, head on over to <a href="https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers/" target="_blank">Ben's article</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/6511/GDPR.JPG" alt="" width="780" height="394"></p> <h3>90% of UK consumers have unsubscribed from retail communications in the past year</h3> <p>New research by Engage Hub has revealed that 90% of UK consumers have unsubscribed from communications from retailers in the past 12 months, with 46% saying it is due to an onslaught of messages from brands.</p> <p>In a survey of over 1,500 consumers, one third of respondents said they were unhappy with the frequency of offers or updates they receive. 24% say they receive something at least once a day, while 15% say they receive even more.</p> <p>Alongside the frequency of communication - irrelevancy is also a problem. 24% of respondents said they have unsubscribed from a retailer due the messages being highly irrelevant to them.</p> <h3>Stock in UK supermarkets declines 5.7%</h3> <p>A study by <a href="https://www.iriworldwide.com/en-GB/insights/Publications/Launching-a-new-product" target="_blank">IRIR</a> has found a 5.7% decline in the amount of products UK supermarkets are stocking in stores. From February 2016 to February 2017, there was an average of 930 fewer products available to shoppers in their local supermarket.</p> <p>During the same period, there was a decline of 8.4% in new branded items, with sales of new products also down by 6.5%. </p> <p>As well as fewer branded products being launched, supermarkets are also struggling to gain sufficient distribution, with only one in every seven new products achieving more than 75% distribution across the major UK supermarkets.</p> <p><img src="https://assets.econsultancy.com/images/0008/6509/distribution.JPG" alt="" width="738" height="388"></p> <h3>Budgets for experiential marketing predicted to rise</h3> <p>According to <a href="https://www.freeman.com/news/press-releases/new-research-from-freeman-and-ssi-confirms-brand-experiences-matter-to-marketers-and-theyre-willing-to-pay-for-them" target="_blank">Freeman</a>, one in three global marketers expect to allocate up to half of their budget to experiential marketing in the next three years. </p> <p>In a survey of over 1,000 CMOs in the US, Europe, and Asia, 59% of respondents agree that brand experiences have the ability to create stronger relationships with audiences. As a result, 51% say they plan to spend between a fifth and a half of their budget on experiential in the next three years.</p> <p>Currently, 42% of marketers in Asia are using sensory interaction as a means of creating personalised experiences, compared to 28% in the US and just 13% in Europe. 31% of Asian companies are using virtual reality, compared to just 7%-9% elsewhere.</p> tag:econsultancy.com,2008:Report/3008 2017-05-30T12:55:00+01:00 2017-05-30T12:55:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69057 2017-05-15T13:00:00+01:00 2017-05-15T13:00:00+01:00 Walk before you run: Marketers must get the basics right before they turn to AI Tink Taylor <p>Even before it became an everyday reality, the concept had acquired a rich and diverse history; everything from the evils of Skynet to the comforting sight of Big Hero Six’s Baymax have become synonymous with AI.</p> <p>Today, that potential is starting to be realised: AI is progressively becoming a fundamental part of many business strategies. In fact, within the most innovative organisations, AI usage has become a central part of their current strategy. Google uses Rankbrain, for example, to decipher natural language search queries while website design platform, <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">The Grid</a>, uses AI to automate several of the usually tedious coding processes. </p> <p>Aiming to capitalise on our digital-first world, many marketing teams have earmarked AI as potential cornerstone in their future strategies. Indeed, a report late last year found that <a href="http://webershandwick.co.uk/press_release/global-consumers-are-seven-times-more-likely-to-see-a-positive-than-negative-impact-of-artificial-intelligence-ai-on-society-and-their-personal-lives/">68% of CMOs</a> are now planning for business in the AI era, while a further 55% expect the technology to have a bigger impact on marketing and communications than social media.</p> <p>However, despite its rosy long-term outlook, the immediate future of AI is far from clear. The same research found that nearly two-thirds of global consumers (64%) are becoming increasingly concerned about the use or adoption of AI – with worries centring on the expected loss of privacy. </p> <p>Most interestingly, more than half of Chief Marketing Officers (58%) believe that within the next five years, companies will need to compete in the AI space to succeed. Excited by the <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">power of AI</a>, marketing departments are looking beyond the usual fears of job losses and seem optimistic about its potential in mapping out customer lifecycles with a level of granularity that has never been possible before. With plans to develop a deeper understanding of market segmentation and customer preferences, marketers hope AI will unlock a new level of personalised, targeted engagement. </p> <p>Despite the phenomenal strides AI has made and the potential impact it could have in revolutionising the world, the fact remains that most marketing departments are worlds away from delivering AI-led outreach campaigns. While it is heartening to see the industry becoming so enthused by the prospect of AI, it is important that plans are not rushed.</p> <p>With plans for impressively complex and sophisticated AI-based engagement strategies already being drawn up, I would first urge caution and advise that organisations spend time ensuring they have the foundations in place before they begin building for the future.  </p> <p>Without the basic tactics in place, it will be impossible to make the best use of advanced technologies such as AI. Here are four top tips to help marketers prepare for the rise of Artificial Intelligence: </p> <h3>1. Make sure you know what you’re doing. And why you’re doing it</h3> <p>Like any marketing tool, AI can only be powerful if marketers know how to use them. With the wealth of intelligent technologies at their fingertips, it is crucial that they fully understand the tools currently available before integrating with new software.</p> <p>An example is dotmailer’s self-learning Data Watchdog technology which prevents a user from sending emails that may cause complaints and issues, by detecting and quarantining suspicious contacts. In addition, it is important to ask questions such as ‘how will this impact my marketing strategy’, ‘what will be the outcome’, ‘will this deliver the expected outcome’ and so on.</p> <h3>2. Good things come to those who wait</h3> <p>Implementation will always lag behind innovation; yet a common mistake is to rush and invest in the newest technology before optimising the potential of what an organisation currently has. Taking the time to identify what new tools match with the business' ambitions will improve integration and help avoid unnecessary spending.</p> <h3>3. Get the basics right</h3> <p>If marketers are not making the most of email marketing automation tools, they should prioritise this first and focus on understanding and harnessing the potential of their current marketing solutions. AI – and other innovative technologies – can then be used much more efficiently.</p> <h3>4. Keep everyone looped in; but do it safely</h3> <p>AI relies on data. With consumers increasingly building virtual lives through devices such as smartphones, organisations are generating huge volumes of data which can be collected and analysed to yield insights. Sharing data is a must and it will be important to ensure that information can flow freely throughout the organisation, allowing AI systems to build as complete a picture of the customer as possible.</p> <p>Of course, this brings with it its own challenges: notably in keeping this data secure, without compromising its availability for the wider business. To this end, your organisation must be water-tight, and marketing departments will need to work closely with IT managers to ensure that information – particularly when it comes to customers – is shared in a safe and secure way.</p> <p>Without a doubt, the convergence of AI and email marketing is a mouth-watering prospect. Taking customer targeting to unprecedented levels, the technology has the potential to deliver the hyper-personalised style of marketing that was previously thought possible only in science-fiction. Moving from <a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales/">making predictions about broad groups of people</a>, to targeting the individual: it’s possible to imagine a world in which one-to-one, contextually linked messaging is directed by specialist algorithms that can recognize that individual’s normal behaviour. </p> <p>We are, however, still some way off this world becoming a reality. Until then, we must stay grounded, avoid getting swept up in the excitement, and ensure that we’re making full use of the technologies already at our disposal.</p> tag:econsultancy.com,2008:BlogPost/69066 2017-05-09T13:00:00+01:00 2017-05-09T13:00:00+01:00 How marketers are innovating with email in 2017 Nikki Gilliland <p>So, what other techniques are marketers turning to in 2017?</p> <p>Based on a survey of 1,200 respondents, the 11th edition of the report contains a comprehensive review of current email practices, resources, and the channel’s effectiveness compared to other types of marketing. Subscribers can <a href="https://econsultancy.com/reports/email-census" target="_blank">download it here</a> – or read on for a run-down of how marketers are further planning to innovate with email in the year ahead.</p> <h3>Improvements in email design and relevance</h3> <p>While <a href="https://econsultancy.com/blog/66290-email-marketing-automation-are-you-aware-of-the-benefits/" target="_blank">automation</a> remains high on the agenda, the majority of email marketers cited an increased focus on creative uses of behavioural triggers, as well as greater use of dynamic elements such as video, content and GIFs in emails. </p> <p>This tallies with the long-held focus on making the inbox experience more engaging through improvements in the design and relevance of emails – taking both content <em>and</em> context into consideration for the greatest level of success.</p> <p>Similarly, the development of a mobile-optimised customer journey remains a high priority for many respondents – cited by 38% of company marketers and 28% of those on the supply side.</p> <p><img src="https://assets.econsultancy.com/images/0008/5933/Email_innovation.JPG" alt="" width="780" height="683"></p> <h3>Innovation beyond personalisation</h3> <p>While ‘innovation’ is often put into a box – i.e. innovation through automation – many marketers are now seeing the potential beyond this. </p> <p>When asked what the single biggest change to email marketing will be in five years’ time, the majority of answers involved further personalisation - to the point where it is a given - with emails being entirely based around the user’s needs and actions.</p> <p>More than this, however, is a desire to understand how email can support multichannel marketing and customer segmentation.</p> <p>Interestingly, the idea of action within emails was also suggested – such as responsive forms or the ability to fill out a quote form or checkout without actually visiting a site.</p> <p><img src="https://assets.econsultancy.com/images/0008/5935/email_data.jpg" alt="" width="780" height="390"></p> <h3>Artificial intelligence is now on the agenda</h3> <p>This year’s census includes a question about how <a href="https://econsultancy.com/blog/68722-how-ai-will-impact-marketing-and-the-customer-experience/" target="_blank">artificial intelligence</a> can improve marketing performance.</p> <p>While it was the first time the topic of AI has been included, it is clear that it's been emerging for a while. 17% of company respondents said they plan to innovate through AI in 2017. Meanwhile, 52% of client-side respondents said that it could help to optimise send times, and 43% said it could optimise calls to action. </p> <p><img src="https://assets.econsultancy.com/images/0008/5934/Email_1.JPG" alt="" width="780" height="632"></p> <p>The fact that artificial intelligence is both a new and relatively high priority for 2017 could also suggest that other areas of focus (e.g behavioural triggers and automation) are being seen more as ‘business as usual’ activities rather than true 'innovation'.</p> <p>Of course, AI presents challenges to even the most established email practices. With data access and interpretation typically posing problems for marketers across the board, adding AI capabilities into the email marketing armoury isn’t going to be easy.</p> <p><em><strong>For further information, you can download the <a href="https://econsultancy.com/reports/email-census" target="_blank">Email Marketing Industry Census</a> here.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69045 2017-05-08T14:00:00+01:00 2017-05-08T14:00:00+01:00 A day in the life of… Digital Marketing Manager for Good Energy Nikki Gilliland <h4><img src="https://assets.econsultancy.com/images/0008/5786/Adam-Johnstone.jpg" alt="" width="400" height="518"></h4> <h4> <em>Econsultancy:</em> Please describe your job: What do you do?</h4> <p><em>Adam Johnstone:</em> My role as digital marketing manager at Good Energy is pretty broad. I've been in the role for over seven years, during which time I've set up and maintained all digital channels. I've also overseen the development of three websites, an app and two online customer self-serve portals. </p> <p>As well as helping to shape our digital strategy, I love getting my hands dirty by diving in to our data to glean insight in to what is and what isn't working. This analysis allows me to improve conversion rates and ultimately user experience.</p> <h4> <em>E:</em> Whereabouts do you sit within the organisation? Who do you report to?</h4> <p><em>AJ:</em> I sit within the digital team, reporting in to the marketing director.</p> <h4> <em>E:</em> What kind of skills do you need to be effective in your role and in energy/utilities?</h4> <p><em>AJ:</em> As well as maintaining an understanding of digital channels and how they're continually evolving, it's really important to never lose sight of the bigger picture – what is the company mission and what goals am I trying to achieve? </p> <p>For me, measuring performance and keeping on top of what competitors are doing are critical benchmarks for success. It's also essential to put the customer first, which is why I approach all UX updates to our website, app and online service by first mapping out our customer requirements. </p> <p><img src="https://assets.econsultancy.com/images/0008/5789/good_energy.JPG" alt="" width="760" height="421"></p> <h4> <em>E:</em> Tell us about a typical working day…</h4> <p><em>AJ:</em> The first thing I'll do each day is to check in on our digital performance from the past 24 hours. This includes a quick dive in to Google Analytics and my custom reports in Data Studio. We'll then have a team stand-up to briefly cover all of the actions for the day. </p> <p>At the moment, a typical day for me is prioritising the functional upgrades to our website, app and online portal, as well as working on <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">CRO projects</a> to help deliver a first-class customer experience. Good Energy is committed to a business-wide <a href="https://econsultancy.com/training/digital-transformation/">digital transformation</a>, so there's plenty of work to be done in order to achieve that.</p> <h4> <em>E:</em> What do you love about your job? What sucks?</h4> <p><em>AJ:</em> I love the fact that Good Energy is an ethical business and has strong values to which I'm aligned with. Good Energy was set up as a renewable energy solution to help tackle climate change. I feel a real sense of achievement every time I convert a user online; it really does go a long way towards helping our mission. </p> <p>In terms of what sucks, it has to be those times when I'm slogging through data to find that small nugget of insight that could prove valuable. Obviously it's all worth it when I do find it!</p> <h4> <em>E:</em> What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em>AJ:</em> I have a number of goals across different areas of digital. From a website point of view, I need users to be showing interest, maybe signing up to the newsletter or getting an energy quote. Ultimately, the primary goal is to switch as many users as possible to Good Energy. </p> <p>In terms of the app and online portal, the goals here are more around customer retention and ensuring customers can self-serve with ease. I monitor various metrics and KPIs all the way through the funnel, whether that's social or PPC reach, email open and click-through rates and user interactions online such as device, location, demographic, pages viewed etc. All metrics feed in to goals and conversion rates. </p> <p>Keeping a close eye on conversions and CPA is essential for any digital progression and CRO next steps.</p> <h4> <em>E:</em> What are your favourite tools to help you to get the job done?</h4> <p><em>AJ:</em> I'll start with the classics, so Google Analytics for data and Moz for SEO. Other great tools include Optimizely and HotJar for A/B testing and CRO, Fresh Relevance for web drop off / retargeting, Affilinet for affiliate marketing and Socialbakers for complete social channel management. </p> <p>But for me, the most exciting new tool to the market has to be Google Data Studio. I went to see Google last year and this was something they mentioned was in the pipeline for release in 2017. Sure enough it's now readily available and is proving to be a fantastic way to collate digital data in to one place, whilst making it look pretty at the same time.</p> <h4> <em>E:</em> How did you get started in marketing, and where might you go from here?</h4> <p><em>AJ:</em> I'm completely self-taught, having fallen in to the world of marketing following my app development background. I've also been lucky enough to polish my digital skills with guidance from some of the best London agencies around. </p> <p>With my skill set I plan to steer Good Energy through this period of digital transformation, as well as continue to learn new skills through networking and events. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You might not be aware of the investment we put into the communities close to our <a href="https://twitter.com/hashtag/energy?src=hash">#energy</a> farms. Here's one of the projects we've supported <a href="https://t.co/NcCT3H8uba">pic.twitter.com/NcCT3H8uba</a></p> — Good Energy (@GoodEnergy) <a href="https://twitter.com/GoodEnergy/status/854334157597675520">April 18, 2017</a> </blockquote> <h4> <em>E:</em> Which brands do you think are doing digital well?</h4> <p><em>AJ:</em> I'm a big fan of what Sky and Nationwide are doing at the moment. I often refer to both of them as great examples for best in class digital estate and customer experience.</p> <h4> <em>E:</em> Do you have any advice for people who want to work in marketing?</h4> <p><em>AJ:</em> Don't get complacent and never stop learning, particularly when it comes to digital. Everything moves so fast, so it's important to stay on top of trends and not get left behind.</p> <p>I find there are so many great resources and events out there which can help with staying in the loop. Just get involved!</p> tag:econsultancy.com,2008:BlogPost/69035 2017-05-02T14:01:00+01:00 2017-05-02T14:01:00+01:00 How Lenny Letter used email newsletters to cultivate an online community Nikki Gilliland <p>With 500,000 subscribers and a reported 70% open rate, it has rapidly grown in popularity since its launch in 2015. So, what makes readers race to read it? </p> <p>Here’s a bit more on how Lenny has evolved so far.</p> <h3>Email as an intimate medium</h3> <p>Lena Dunham has famously championed the discussion of feminist topics, including friendship, health, sex and money – previously using the mediums of TV and books to do so. With the realisation that there was an appetite for more in-depth feminist content, she launched Lenny Letter to deliver it direct to women’s inboxes.</p> <p>Lenny takes the form of two emails per week – Tuesdays is for personal essays and short stories, while Fridays is reserved for interviews. Both are lengthy and usually feature illustrations by up-and-coming artists. </p> <p><img src="https://assets.econsultancy.com/images/0008/5694/Lenny_2.JPG" alt="" width="500" height="820"></p> <p>So, why did Dunham choose to steer clear of the standard website-format, used by the likes of <a href="https://econsultancy.com/blog/68121-why-i-love-the-pool-and-its-refreshing-approach-to-publishing/" target="_blank">The Pool</a> and Jezebel?</p> <p>According to editor Jessica Grose, it is so that writers can directly speak to the audience, shining a spotlight on important messages rather than distracting them with a broad selection of articles. </p> <p>What’s more, it is built on the notion that email is a much more intimate and personal medium, with users deliberately opting in to receive content rather than absent-mindedly browsing on a public forum. </p> <h3>Encourages social community</h3> <p>Lenny does have an accompanying website, however, content is published with a delay of 24 hours or so to incentivise subscriptions to the newsletter. This is also done to give the design of the newsletter due attention, with illustrations and composition deliberately aligning with the medium.</p> <p>Like a lot of other publications, Lenny <a href="https://econsultancy.com/blog/68663-why-online-publications-are-ditching-comments-sections-for-social/" target="_blank">does not allow comments</a>, instead encouraging readers to use social media to start positive conversations about topics featured. In turn, Lenny employees are highly responsive, typically replying to Instagram or Twitter comments within the same day.</p> <p>Combined, this has helped the publisher to create a receptive online audience, which has in no doubt contributed to high open rates and loyal readership. </p> <h3>Advertising business model</h3> <p>The main reason for the existence of the Lenny website is to provide a permanent space for display and <a href="https://econsultancy.com/blog/67083-is-native-advertising-sustainable/" target="_blank">native ads</a> – the result of a partnership with Hearst Media. The deal involves Hearst selling space for advertising and branded content on the site, as well as promoting Lenny across titles like Marie Claire and <a href="https://econsultancy.com/blog/68384-how-cosmopolitan-reinvented-itself-became-the-number-one-women-s-magazine-in-the-uk/" target="_blank">Cosmopolitan</a> magazine.</p> <p>Lenny also stresses that its branded content is just as authentic as its regular features, collaborating closely with brands to ensure the publication’s tone of voice remains strong.</p> <p>For instance, an interview with writer Helen Ellis focuses on what it’s like to be in a stressful situation – and it also happens to be sponsored by Secret Deodorant. Examples like these show how sponsored content can blend seamlessly in with the over-arching brand. Of course, it also relies on the audience’s trust in its reputation and dedication to quality journalism.</p> <p><img src="https://assets.econsultancy.com/images/0008/5695/Helen_Ellis.JPG" alt="" width="760" height="637"></p> <h3>Branching into other areas of business</h3> <p>Alongside the newsletter, Lenny also has an online shop selling branded clothing and accessories. </p> <p>Described as a place that ‘would rep grassroots feminist businesses’, it’s more of an extension of the brand’s values than a real money-making venture. Likewise, it also builds on the community element, with readers keen to wear subtly branded items like the ‘Dismantle the Patriarchy’ patch set.</p> <p><img src="https://assets.econsultancy.com/images/0008/5696/Lenny_shop.JPG" alt="" width="760" height="467"></p> <p>Lenny is not averse to expanding its presence in other areas, too. Last year, it began a <a href="https://econsultancy.com/blog/68348-three-reasons-brands-are-using-podcasts-as-part-of-their-content-marketing-strategy/" target="_blank">podcast series</a> called ‘Women of the Hour’ and it currently has a video series in the works for HBO Now.</p> <p>Naturally, it will need to tread carefully. While expansion could help to increase new subscribers, even more brand involvement or corporate sponsorship could potentially alienate existing readers invested in the core premise. </p> <p>That being said, as long as it keeps its focus firmly on what women really want to read about, I can’t see it going too far wrong.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just read <a href="https://twitter.com/lennyletter">@lennyletter</a> interview by <a href="https://twitter.com/oliviaclement_">@oliviaclement_</a> with <a href="https://twitter.com/AnnaDeavereS">@AnnaDeavereS</a> . Lots of gems, but these really stuck with me. 1st on education.</p> — meghan (@meghafon) <a href="https://twitter.com/meghafon/status/852904569432571909">April 14, 2017</a> </blockquote> <p><strong><em>For more on the topic of email, you can download Econsultancy's <a href="https://econsultancy.com/reports/email-census/" target="_blank">Email Marketing Industry Census 2017</a></em></strong></p> tag:econsultancy.com,2008:BlogPost/69008 2017-04-20T01:01:00+01:00 2017-04-20T01:01:00+01:00 Which channels do marketers really use? Jeff Rajeck <p>Part of what makes marketing interesting is that the discipline is constantly evolving. Hardly a week goes by without some major change to a consumer service or a new way to use a platform to engage with our audiences.</p> <p>Yet sometimes the pace of change can be overwhelming. It's often difficult to both keep up with the latest innovations and stay on top of daily marketing tasks.</p> <p>To find out just how necessary it is for marketers to be familiar with the latest platforms, <strong>we surveyed over 200 marketers in Australia and New Zealand about the channels they use for their marketing efforts</strong>. Below are some of the surprising findings along with some commentary.</p> <p>For more data from the survey please refer to the Econsultancy report, <a href="https://econsultancy.com/reports/cross-channel-marketing-in-australia-and-new-zealand">Cross-Channel Marketing in ANZ</a>, produced in association with IBM Marketing Cloud.</p> <h3>1. Conventional digital channels still rule</h3> <p>First off, the survey results make it clear that <strong>marketers are most frequently using familiar digital touchpoints for their marketing efforts</strong>. Social media, email, and SEO (natural search) are all used by more than eight in ten marketers (87%, 87%, 81% respectively).</p> <p><img src="https://assets.econsultancy.com/images/0008/5487/top__5_channels.png" alt="" width="800" height="514"></p> <p>One reason these channels are the most popular is because <strong>companies tend to use channels which are well-understood and easy to integrate into overall marketing activity.</strong></p> <p>The conventional channels are also where the brands' customers are spending their time.   </p> <ul> <li> <strong>Email</strong>: According to the <a href="http://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf">Radicati group</a>, more than 2.5bn people use email every month.  </li> <li> <strong>Social</strong>: The largest global social network, Facebook, <a href="http://money.cnn.com/2017/02/01/technology/facebook-earnings/">is now approaching 2bn monthly active users (MAUs)</a>.</li> <li> <strong>Search</strong>: Google has announced that its search platform has <a href="http://www.theverge.com/2016/2/1/10889492/gmail-1-billion-google-alphabet">at least 1bn MAUs</a>.</li> </ul> <p>When the usage of these platforms is compared to, say, Snapchat, we can easily see why marketers are so much more likely to use them.</p> <p><img src="https://assets.econsultancy.com/images/0008/5486/1.png" alt="" width="800" height="371"></p> <h3>2. Offline touchpoints are still relied upon by many brands</h3> <p>A somewhat surprising result from the survey is that <strong>offline touchpoints are still a significant part of the marketing mix.</strong> While point-of-sale and call centres are only used by around one in three companies (34% and 31% respectively), traditional media and events are used by significantly more (47%, 71% respectively).</p> <p>The popularity of offline touchpoints makes a bit more sense when data from <a href="https://www.consumerbarometer.com">recent research from Google</a> is considered.</p> <p>Google recently surveyed consumers in Australia and New Zealand and reported that only <strong>just over half of consumers (58% Australia, 53% New Zealand) used an online channel to research or purchase a product.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/5489/google1.png" alt="" width="800" height="348"></p> <p>So to reach customers where they are likely to research their products and buy them, marketers must still operate offline to a significant extent.</p> <h3>3. Mobile is not as popular as you might think</h3> <p>Another interesting survey result is that mobile touchpoints are less popular in Australia and New Zealand than offline channels.</p> <p>Though the mobile web is used by nearly half (49%) of client-side respondents, mobile messaging, mobile apps, messaging apps and mobile push notifications are each only part of less than one in four companies' marketing efforts (23%, 22%, 10%, 7%, respectively).</p> <p>This apparent lack of enthusiasm for mobile is even more confusing considering the relatively high penetration of smartphones in the region. More than <a href="https://www.statista.com/statistics/257041/smartphone-user-penetration-in-australia/">80% in Australia</a> and <a href="http://www.researchnz.com/pdf/special%20reports/research%20new%20zealand%20special%20report%20-%20use%20of%20smartphones.pdf">70%  in New Zealand</a> use mobile devices with internet connectivity.</p> <p>But going back to Google's Consumer Barometer data offers a reasonable explanation. When asked where in the buying cycle did people use a smartphone, <strong>fewer than 50% use a smartphone for anything at all in the buying cycle and only around 10% use a smartphone for buying.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/5490/google2.png" alt="" width="800" height="185"></p> <p>So while there is a lot of advice out there about how brands should 'embrace' mobile and aim to be 'mobile-first', <strong>i</strong><strong>t seems that consumers are not quite there yet with mobile. </strong></p> <h3>4. Messaging apps hardly appear on brands' radars</h3> <p>From our data, it seems that the biggest chasm between conventional wisdom and reality concerns messaging apps. If you read the tech press, you'd be forgiven for thinking that messaging apps dominated our culture and each change to these apps affects millions of lives. Marketers, one might think, should be flocking to them in droves.</p> <p>While there is some chance that this is <a href="https://econsultancy.com/blog/68429-six-things-marketers-should-know-about-social-media-in-asia-pacific/">true in China</a>, <strong>marketers in Australia and New Zealand indicated that messaging apps are not popular channels for marketing in the region.</strong> A mere 10% of client-side marketers use messaging apps and only 15% of agency marketers said the same.</p> <p>From other data, it's clear that the problem with messaging apps isn't consumer interest. <a href="http://www.onmsg.com.au/">According to messaging app agency On Message</a>, Australia will have over 11m messaging app users in 2017 and messaging apps are the primary form of contact for more than half (54%) of 15-19 year olds in the country.</p> <p><img src="https://assets.econsultancy.com/images/0008/5491/On_Message.png" alt="" width="800" height="234"></p> <p>Instead, it is much more likely that <strong>messaging apps are still simply too difficult to use for marketing.</strong> Besides some basic self-service ads on Facebook Messenger, engaging with messaging users requires dedicated resource to build contact lists, 'man' the consumer outreach or customer service desk, and build bots to handle incoming traffic.</p> <p>This is not to say that marketing via messaging apps will never happen, but rather that it is likely that it will be some time before most brands have to worry about engaging their customers on these platforms.</p> tag:econsultancy.com,2008:BlogPost/69015 2017-04-19T14:10:00+01:00 2017-04-19T14:10:00+01:00 Three key findings from the 2017 Email Marketing Census David Moth <p>This year’s report sees the introduction of new questions about the use of metrics, the application of artificial intelligence and the impact of Brexit on how companies are approaching the EU General Data Protection Regulation (GDPR).</p> <p>As well as the usual, in-depth analysis of survey data and a comparison with results from previous years, the report also contains a treasure trove of insights from nine leading email marketing experts.</p> <p>Here are three of the headline findings from this year’s report.</p> <h4>1. Marketers get to grips with automation, helped by improved technology</h4> <p>The increased use of automated email marketing is a key theme of this year’s Email Census as marketers strive to get better return on investment from this channel, while simultaneously offering a more relevant, timely and targeted experience to subscribers.</p> <p>The proportion of marketers who say they have been ‘very’ or ‘quite’ successful in implementing automated email marketing programmes has increased from 62% in 2016 to 67% this year.</p> <p>Asked to select the three most important features of an email service provider’s technology platform, two-thirds (66%) selected marketing automation capability. This has now overtaken user-friendly interface (60%) as the single most important attribute of an ESP, underscoring the importance that marketers are now attaching to automation.</p> <p><em>Q. What are the most important attributes of an email technology provider?</em></p> <p><img src="https://assets.econsultancy.com/images/0008/5537/email_technology_attributes.png" alt="" width="650"></p> <p>According to Jordie van Rijn, eCRM and email marketing consultant at <a href="http://www.emailmonday.com/">eMailMonday</a>: “Marketing automation and email marketing are growing towards each other, to the point that it is unthinkable that an ESP lacks basic automation and triggered campaigns. With the dawn of more sophisticated marketing automation functionality, usability becomes the differentiator.”</p> <h4>2. True personalisation at scale remains elusive for many businesses, though more companies are now reaping the benefits</h4> <p>Email personalisation done properly is currently the preserve of only a minority of businesses, but this percentage is increasing. The proportion of companies who say they can send emails based on individual activities and preferences throughout the funnel at scale has almost doubled from 8% to 15%.</p> <p>Almost three-quarters (71%) of companies adopting personalisation to this degree report an ‘excellent’ or ‘good’ performance from their email campaigns, compared to only 35% for companies who say they ‘are not yet working towards this’.</p> <p><em>Q. Which statement best describes your ability to provide personalised email campaigns?</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/5538/personalised_email_campaigns.png" alt="" width="650"></em></p> <p>Personalisation (30%) is the area of email marketing where most respondents say they need to focus on during 2017, ahead of automated campaigns (28%), which was the number one priority area last year.</p> <p>Kath Pay, founder and senior consultant at Holistic Email Marketing, said: “Personalisation at scale is a no-brainer. It can result in providing the consumer with relevant and valuable offers and content served up specifically for that individual based upon their past behaviours (both email and web) and transactions, as well as their lifecycle or buying funnel stage that they’re in.”</p> <h4>3. Companies continue to adapt to consumer use of different devices</h4> <p>The largest jump in terms of uptake of a particular tactic this year is for mobile device optimisation, with almost three-quarters (73%) of companies now doing this compared to just under two-thirds (64%) last year. This 14% increase shows that many marketers are still adapting to the use of mobile devices, even 10 years after the launch of the first iPhone heralded the arrival of smartphones.</p> <p>Nine in ten (90%) company respondents report that they have some form of strategy for optimising email marketing for different devices, up from 86% in 2016, but the proportion of marketers that describe their approach as ‘quite’ or ‘very’ advanced has only moved up one percentage point from 2016, to just 22%.</p> <p>According to Riaz Kanani, MD and co-founder at Radiate b2b: “Designing for mobile is clearly something that is an accepted part of building an email campaign today, with the proportion of marketers without a strategy for mobile almost halving to only 10% in the past few years.</p> <p>"The importance of thinking beyond the email remains though, with responsive landing pages and directly linking to an app critical to increasing conversion rates in mobile.”</p> <p>As was the case last year, a lack of resources (including budget and staff) is seen as the main barrier to success when it comes to effectively optimising email campaigns for different devices.</p> <p>According to the report, a mobile-first approach may be suitable for some types of business, but, given that huge volumes of emails are still consumed on desktop PCs and laptops, companies should ultimately seek to have an approach to email which is device-agnostic.</p> <p><em>Q. What is the main barrier to success when it comes to effectively optimising your email campaigns for different devices?</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/5539/email_campaign_barriers.png" alt="" width="650"></em></p> <p><strong><em>For more data and insights, download the full <a href="https://econsultancy.com/reports/email-census">2017 Email Marketing Industry Census</a>.</em></strong></p> tag:econsultancy.com,2008:Report/4457 2017-04-19T09:00:00+01:00 2017-04-19T09:00:00+01:00 Email Marketing Industry Census 2017 <p>The 11th annual <strong>Email Marketing Industry Census</strong>, published in partnership with <a href="http://www.adestra.com">Adestra</a>, is based on the largest UK survey of email marketers.</p> <p>The census takes an in-depth look at email practices being adopted, the resources being dedicated to email and the channel's effectiveness compared to other types of marketing.</p> <p>Personalisation, marketing automation, optimisation for different devices and the future of email are all themes that are revisited in this year's Census, and there are also new questions about the <strong>use of metrics</strong>, the <strong>application of artificial intelligence</strong> and the <strong>impact of Brexit</strong> on how companies are approaching the <strong>EU General Data Protection Regulation (GDPR)</strong>.</p> <p>With <strong>11 years' worth of data to assess</strong>, this provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating.</p> <p>Over 1,000 respondents took part in the 2017 Census, which took the form of an online survey in February and March 2017.</p> <h2>What you'll learn</h2> <ul> <li>Find out how a variety of trends around email practices, budgets and opinions have changed over 11 years.</li> <li>Discover other marketers' opinions on what the future of email will look like.</li> <li>Benchmark your own practices with the activities of marketers maximising their email efforts.</li> <li>Understand the challenges organisations are facing in improving their email capabilities.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>Marketers get to grips with automation, helped by improved technology</li> <li>Email reigns supreme when it comes to delivering ROI, though companies must do more to measure success</li> <li>Companies are still under-investing in a channel which drove an estimated £29bn in UK online retail sales in 2016</li> <li>Companies continue to adapt to consumer use of different devices</li> <li>True personalisation at scale remains elusive for many businesses, though more companies are starting to reap the benefits</li> <li>Census shows signs of inertia and lack of understanding around EU data law changes</li> <li>Segmentation continues to deliver</li> <li>Responsibility for email shifts from the individual to the team</li> <li>Artificial intelligence can improve email marketing performance</li> </ul> <h2>Expert insight</h2> <p>The <strong>80-page</strong> 2017 report contains insight and comment from leading experts in the email marketing world and associated digital sectors, including:</p> <ul> <li>Andrew Campbell, Martech Director, First 10</li> <li>Chris Combemale, Group CEO, DMA</li> <li>Riaz Kanani, Joint MD and Co-Founder, Radiate b2b</li> <li>Dave Littlechild, Email, Ecommerce and Sales &amp; Marketing Consultant</li> <li>Kath Pay, Founder and Senior Consultant, Holistic Email Marketing</li> <li>Jordie van Rijn, eCRM and Email Marketing Consultant, eMailMonday</li> <li>Philip Storey, Email Marketing and CRM Strategy Consultant, CEO at Enchant Agency</li> <li>Tim Watson, Email Marketing Consultant, Zettasphere</li> </ul> <h2>Features of the report</h2> <ul> <li>Approach to email</li> <li>Email effectiveness</li> <li>Place in the organisation</li> <li>Optimising for different devices</li> <li>Personalisation</li> <li>Marketing automation</li> <li>Improving email marketing for the future</li> </ul> <p><strong>You can download a free sample of the report to learn more.</strong></p>