tag:econsultancy.com,2008:/topics/email-marketing Latest Email content from Econsultancy 2017-03-21T16:51:04+00:00 tag:econsultancy.com,2008:TrainingDate/3231 2017-03-21T16:51:04+00:00 2017-03-21T16:51:04+00:00 Email Marketing - Advanced <p>Give your email campaigns an injection of fresh thinking in this fantastic email marketing workshop.</p> <p>You’ll gain advanced, strategic email marketing training and get the opportunity to have your email campaigns reviewed by an industry expert who will provide practical tips for improvement.</p> <p>Strictly limited to 10 places, the workshop allows for plenty of interaction and you’ll be able to bounce ideas off other experienced marketers.</p> tag:econsultancy.com,2008:TrainingDate/3178 2017-03-21T11:39:19+00:00 2017-03-21T11:39:19+00:00 Intensive: Mastering eCRM <p>Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.</p> <p>Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.</p> <p>Intensives:</p> <ul> <li>Are led by practitioner trainers</li> <li>Include access to resources to support the training</li> <li>Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training</li> <li>Lead to an Econsultancy certificate of completion</li> </ul> tag:econsultancy.com,2008:BlogPost/68886 2017-03-10T14:45:00+00:00 2017-03-10T14:45:00+00:00 10 mega digital marketing stats from this week Nikki Gilliland <h3>Correlation between spam rates and subscriber engagement</h3> <p>The latest report from Return Path highlights how industries that outperform the average on key email marketing metrics (like read rate, reply rate etc.) also see less email delivered to spam folders.</p> <p>While the <a href="https://returnpath.com/downloads/hidden-metrics-email-deliverability/?sfdc=70137000000MhwH" target="_blank">Hidden Metrics of Email Deliverability</a> shows that overall spam placement has increased slightly year on year  - from 13% in 2016 vs 12% in 2015 - levels of positive engagement have significantly improved.</p> <p>In terms of industries, the banking and finance and distribution and manufacturing categories saw just 6% of email delivered to spam folders, while this figure rose to 28% in the automotive category. </p> <p><em>Chart shows percentage of email delivered to spam folders</em></p> <p><img src="https://assets.econsultancy.com/images/0008/4558/Spam_rate.JPG" alt="" width="780" height="353"></p> <h3>Generation X perform four in 10 family travel searches</h3> <p>New research from Bing Ads has revealed how families are searching for holiday inspiration and services online.</p> <p>The <a href="https://advertise.bingads.microsoft.com/en-us/insights/set-sail-for-family-travel-searches-and-clicks" target="_blank">report</a> shows that 59% of searches for family holidays are undertaken by women compared to 41% by men. Similarly, Generation X (those aged 35 to 59) perform four of every 10 searches.</p> <p>Other highlights from the report include how consumers are more likely to use mobile devices to search for inspiration and PCs or tablet devices to make a final reservation. Meanwhile, it appears consumers dream of visiting the beach all year long, meaning companies need to invest in year-round campaigns to capture this evergreen interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/4559/Bing_Ads.JPG" alt="" width="780" height="221"></p> <h3>Nine in 10 consumers concerned about how companies use personal data</h3> <p><a href="http://www.businesswire.com/news/home/20170307005123/en/Global-Study-Ten-Consumers-Concerned-Data-Security" target="_blank">New research</a> from Verint has found that while more consumers crave highly personalised customer service, they are also increasingly sceptical about how businesses collect and store personal data. </p> <p>From a study of more than 24,000 consumers, 80% said they like service that is personalised to their needs (which in turn relies on the use of customer data to deliver). </p> <p>However, 89% of consumers also want to know how companies keep their personal information secure, and 86% insist that they should know when their data is passed on to third parties.</p> <h3>Kinetic emails increase unique click rates by 18%</h3> <p>Experian’s Q4 2016 <a href="http://www.experian.com/marketing-services/email-benchmark-q4-2015.html" target="_blank">Email Benchmark Report</a> has revealed that kinetic emails – i.e. those that include interactive content like carousel navigation - see greater levels of engagement than any other kind.</p> <p>From analysis of seven brands in 2016, kinetic emails were found to increase unique click rates by as much as 18.3% and click-to-open rates by more than 10% compared to standard emails.</p> <p>The report also highlights that email volume increased 17.4% year-over-year, while metrics like click and transaction rates, revenue per email and average order volumes all remained relatively stable during the same period.</p> <p><img src="https://assets.econsultancy.com/images/0008/4557/Kinetic_emails.JPG" alt="" width="609" height="446"></p> <h3>British SMEs grow online exports by more than a third</h3> <p>New data from <a href="https://www.paypal.com/stories/uk/open-for-business-paypal-reveals-online-exports-boom" target="_blank">PayPal</a> has revealed how small and medium-sized businesses benefitted from the record lows of the pound last year. </p> <p>SMEs in the UK saw their rate of growth treble to 34% year-on-year from July to December 2016. Similarly, while there was an uplift in PayPal sales for British businesses overall, the biggest impact was seen on small and medium-sized organisations, with the amount international shoppers spent with UK SMEs rising 13% per transaction in the last six months of 2016. </p> <p>Fashion and sports experienced the highest growth, with a 49% year-on-year increase in goods from these categories sold to international shoppers.</p> <h3>Native video ads boost ROI</h3> <p>Yahoo’s <a href="http://b2bmarketing.yahoo.net/yfp-state-of-native/infographic?utm_source=AYC&amp;utm_campaign=Q12017YFPStateofNative&amp;utm_medium=organic" target="_blank">State of Native</a> report suggests that native advertising continues to reign supreme, with the brand seeing exponential growth of native ad consumption in all regions and across all devices.</p> <p>Data from more than 74.5bn native ad impressions show that publishers have seen a 446.7% lift in eCPMs (effective cost per thousand ad impressions) on native video ad placements compared to display.</p> <p>The report also highlights how consumer engagement for specific apps and devices vary by time of day and location. For example, in the US, users spend the late afternoons and evenings on their smartphones, while their nights are spent on desktop. This is compared to other parts of the world, where nights are typically spent on smartphones. </p> <p><img src="https://assets.econsultancy.com/images/0008/4561/Yahoo.JPG" alt="" width="780" height="286"></p> <h3>Household gifts drive the biggest basket value for Mother’s Day</h3> <p>According to Criteo, Brits are still lacking in imagination when it comes to buying Mother’s Day gifts online.</p> <p>Data reveals that household gifts such as kitchen, laundry appliances and vacuums drive the biggest basket value for online sales. Similarly, gardening tools typically see a boost in sales with spring just around the corner. Last year, there was a 193% increase in units sold in the two week’s leading up to Mother’s Day.</p> <p>In 2016, it was suggested that we spent a total of <a href="http://www.cityam.com/235965/mothers-day-2016-brits-will-spend-928m-this-year-on-mothers-day-gifts" target="_blank">£928m on the day</a>, with this figure expected to rise even higher this year.</p> <h3>TV accounts for 94% of viewed video ads in the UK</h3> <p>New data from <a href="https://www.thinkbox.tv/News-and-opinion/Newsroom/TV-accounts-for-94-percent-of-video-advertising" target="_blank">Thinkbox</a> has revealed that TV accounted for 93.8% of video ads viewed in the UK in 2016. This is the equivalent of 18 minutes and 53 seconds a day.</p> <p>These figures are slightly down on 2015, when TV saw a share of 94.4%. However, other forms of video advertising saw far less engagement, with YouTube accounting for 0.7% of viewed video ads in 2016, while other online video (including Facebook) collectively accounted for 5.2%.</p> <p>The average person is said to have watched 20 minutes of video ads a day in 2016, while total daily video consumption increased to 4 hours, 37 minutes in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/4562/Thinkbox.JPG" alt="" width="780" height="435"></p> <h3>Wearables now at an all-time high</h3> <p>The International Data Corporation has revealed that the global wearables market reached a new <a href="http://www.idc.com/getdoc.jsp?containerId=prUS42342317" target="_blank">all-time high</a> in the fourth quarter of 2016. In this period, 33.9m units were shipped, representing a year-on-year growth of 16.9%.</p> <p>A total of 102.4m wearable devices were shipped in 2016 – a figure up 25% year-on-year. Insight suggests this could be due to single purpose devices evolving into hybrid ones, fusing together multiple health and fitness capabilities with smartphone technology.</p> <p>In terms of brand dominance, Fitbit continued to reign supreme, with 22.5m shipments being made over the course of the whole year.</p> <p><img src="https://assets.econsultancy.com/images/0008/4560/IDC_wearables.JPG" alt="" width="457" height="396"></p> <h3>64% of decision-makers say sales and marketing teams could be more aligned</h3> <p>According to a YouGov survey of 725 business leaders, commissioned by Huthwaite International, 92% of respondents believe sales and marketing teams should work closely together.</p> <p>Despite this fact, 64% also say that sales and marketing teams need to do more to facilitate this alignment. </p> <p>When it comes to the benefits of working more closely, 52% cited a consistent message delivered to clients and prospects, while 50% said the opportunity to gain new customers. Just 8% of respondents said they didn’t believe there was any benefit.</p> tag:econsultancy.com,2008:Report/3008 2017-02-27T12:55:00+00:00 2017-02-27T12:55:00+00:00 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 available under the following areas:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> </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></li> <li><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></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/68824 2017-02-21T09:57:00+00:00 2017-02-21T09:57:00+00:00 10 examples of welcome emails of varying quality from online retailers Nikki Gilliland <p>Despite this, however, <a href="http://performancein.com/news/2017/01/27/why-email-still-king-and-how-be-better-it/" target="_blank">only 51% of the UK’s top ecommerce brands</a> are reportedly sending dedicated welcome emails. Similarly, just 26% use customer names in a first email, while 11% personalise their interactions further.</p> <p>With this in mind, I decided to take a look at how a few top retailers are faring on this front. While I wrote a <a href="https://econsultancy.com/blog/67872-email-newsletter-sign-ups-how-fashion-brands-welcome-new-subscribers/" target="_blank">similar article</a> last year, this time I will focus purely on the email content and incorporate non-fashion brands, too.</p> <p>Here are 10 examples, with insight on what they’re doing right (or wrong).</p> <h3>Topshop</h3> <p>First up, Topshop, which goes for an image-heavy hello.</p> <p><img src="https://assets.econsultancy.com/images/0008/4019/Topshop_1.JPG" alt="" width="470" height="839"></p> <p>While there doesn’t seem to be anything personal about the email at first, there is a prompt for customers to enter in their birthday.</p> <p><img src="https://assets.econsultancy.com/images/0008/4039/Topshop_2.JPG" alt="" width="470" height="226"></p> <p>Not only does this present an opportunity for Topshop to capture data, but it also gives an incentive for customers to click through to the site itself and (hopefully) have a bit of a browse.</p> <h3>Warehouse</h3> <p>Warehouse is another fashion retailer that opts for impactful imagery. However, it lets itself down a little by failing to offer any personal messaging or strong calls-to-action.</p> <p><img src="https://assets.econsultancy.com/images/0008/4021/Warehouse_1.JPG" alt="" width="485" height="621"></p> <p>That being said, it nicely highlights its USP – emphasising its delivery and return options and showcasing where customers can find the brand on social.</p> <p><img src="https://assets.econsultancy.com/images/0008/4045/Warehouse_2.JPG" alt="" width="485" height="572"></p> <h3>West Elm</h3> <p>The welcome email from furniture retailer, West Elm, is strong on many fronts.</p> <p><img src="https://assets.econsultancy.com/images/0008/4023/West_Elm_1.JPG" alt="" width="485" height="739"></p> <p>Not only does it showcase its various category ranges, but it also gives customers a special 10% discount just for signing up – a nice way to offer instant value and encourage a conversion.</p> <p><img src="https://assets.econsultancy.com/images/0008/4024/West_Elm_2.JPG" alt="" width="485" height="625"></p> <p>This, alongside a personal tone and promotion of its social media and London store, means it's covering multiple bases in a single email.</p> <p>It could be argued that West Elm tries to pack too much in, but welcome emails achieve high open rates so it's worth testing which elements people are most receptive to.</p> <h3>Farfetch</h3> <p>I had high hopes for Farfetch’s welcome email, however it’s pretty lacklustre in both design and content.</p> <p>Choosing a ‘thank you’ message over a ‘welcome’ could mean users are less likely to browse there and then. For example, the brand could have also said ‘check out our offers’ rather than ‘you’ll now receive offers’ - a subtle change in tone but one that could make a big difference.</p> <p><img src="https://assets.econsultancy.com/images/0008/4040/Farfetch__1_.JPG" alt="" width="550" height="472"></p> <p>Lastly, I feel like the email could have done with an image or some sort of editorial content at the very least. It's interesting to note the very different designs chosen by Farfetch and West Elm.</p> <h3>Oasis</h3> <p>Despite the Oasis website offering a whole host of enjoyable features, its welcome email doesn’t quite reflect this.</p> <p>It’s still good – there’s a free delivery code included and prominent call-to-action to start shopping – however it lacks any real personalisation.</p> <p><img src="https://assets.econsultancy.com/images/0008/4026/Oasis.JPG" alt="" width="485" height="783"></p> <p>Similarly, while the design is subtle, I can’t help thinking that it could do with a few eye-catching photos, though that might detract from the CTA.</p> <h3>Jo Malone</h3> <p>This welcome message is designed to make each consumer feel special, using the ‘world of Jo Malone’ premise to promote a sense of email exclusivity. </p> <p>With the prompt to ‘discover more’ as well as the promise of a welcome gift, it is sure to drive customers on-site. </p> <p><img src="https://assets.econsultancy.com/images/0008/4027/Jo_Malone.JPG" alt="" width="500" height="861"></p> <p>I also like the fact that it highlights online perks like samples and the Jo Malone signature box – these are small but lovely features that are ideal for highlighting in a welcome email.</p> <p><img src="https://assets.econsultancy.com/images/0008/4028/Jo_Malone_2.JPG" alt="" width="500" height="883"></p> <h3>Lakeland</h3> <p>Unlike many of the aforementioned brands, homeware retailer Lakeland goes all out with its welcome message. Unfortunately, it could be a case of clutter over substance.</p> <p><img src="https://assets.econsultancy.com/images/0008/4029/Lakeland_1.JPG" alt="" width="500" height="857"></p> <p>While a focus on trust and privacy might help to reassure customers, surely signing up to the newsletter means people are already happy to give away data? Likewise, addressing the customer by their surname comes off as too formal.</p> <p><img src="https://assets.econsultancy.com/images/0008/4030/Lakeland_2.JPG" alt="" width="500" height="849"></p> <p>The second half of the email is a bit more appealing, however, nicely pointing the user to editorial content, social, and customer service.</p> <h3>Net-a-Porter</h3> <p>This example from Net-a-Porter is one of the best on the list, mainly because of a strong focus on personalisation.</p> <p>By prompting users to choose their favourite designers and create their own wish-lists, there is an immediate indication that future emails will be personally tailored to taste.</p> <p><img src="https://assets.econsultancy.com/images/0008/4031/Net-A-Porter.JPG" alt="" width="530" height="876"></p> <p>Similarly, the editorial-style design is pleasing on the eye, prompting users to check out the content <a href="https://econsultancy.com/blog/68219-four-things-brands-can-learn-about-content-marketing-from-net-a-porter/" target="_blank">found elsewhere on the site</a>.</p> <h3>Marks and Spencer</h3> <p>M&amp;S delivers a subtle but effective first impression to email customers.</p> <p>I particularly like how it promotes the breadth of its products – and the ‘offers’ tab highlighted in red is bound to drive purchases.</p> <p><img src="https://assets.econsultancy.com/images/0008/4032/M_S.JPG" alt="" width="500" height="802"></p> <p>Likewise, the <a href="https://econsultancy.com/blog/64943-12-excellent-ways-to-present-ecommerce-shipping-information/" target="_blank">delivery and returns information</a> helps to provide reassurance.</p> <h3>Whistles</h3> <p>Finally, we’re finishing off with Whistles and its highly impactful welcome.</p> <p>By labelling email customers as the Whistles ‘community’, there is an immediate sense of inclusivity, while the prompt to ‘shop new in’ highlights the fresh and regularly updated product pages.</p> <p><img src="https://assets.econsultancy.com/images/0008/4033/Whistles_1.JPG" alt="" width="520" height="776"></p> <p>The brand also incorporates social right from the get-go, encouraging consumers to check out its various channels.</p> <p><img src="https://assets.econsultancy.com/images/0008/4036/Whistles_2.JPG" alt="" width="520" height="785"></p> <p><strong><em>To learn more on this topic, check out Econsultancy’s range of <a href="https://econsultancy.com/training/courses/topics/email-ecrm/">email marketing training courses</a>.</em></strong></p> tag:econsultancy.com,2008:BlogPost/68776 2017-02-03T14:28:00+00:00 2017-02-03T14:28:00+00:00 10 astounding digital marketing stats from this week Nikki Gilliland <p>As always, the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> is ready and waiting if you’re in the mood for something a little extra.</p> <h3>34% of brands admit internal silos</h3> <p>New research from Oracle highlights how closer collaboration between sales and marketing teams is required to better target audiences and increase sales.</p> <p>However, despite also recognising the need, many organisations are failing to put it into practice. </p> <p>The Oracle survey found that 34% of brands admit their sales, marketing and customer service teams work completely independently of each other, leading to a lack of customer insight.</p> <p>In terms of the reasons why, 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.</p> <h3>Millennials increasingly influencing tech-buying decisions</h3> <p>With millennials predicted to make up 50% of the US workforce by 2020, <a href="https://business.linkedin.com/marketing-solutions/blog/marketing-for-tech-companies/2017/millennials-and-gen-x-decision-makers-achieving-more--together">Linkedin has been exploring how younger generations</a> are influencing technology buying decisions in the workplace.</p> <p>In a survey of 5,470 global professionals, it found that 61% of younger millennials (age 19-25) contribute to their companies’ technology purchases, with one in three already being decision-makers. Older millennials (those aged 25-35) are said to have even more influence, with 68% contributing to decisions.</p> <p>Lastly, Generation X still holds the power, with 85% of employees aged 36-50 deciding technology purchases or managing the budget.</p> <p><img src="https://assets.econsultancy.com/images/0008/3667/Linkedin.JPG" alt="" width="428" height="519"></p> <h3>Searches for US visas surge following travel ban</h3> <p>Following Trump’s travel ban, Hitwise data has revealed that searches for American visas have since increased by 34%. More specifically, searches for “visa for USA from UK” and “US visa waiver” have been among the highest.</p> <p>This is similar to what happened after Brexit, when Hitwise witnessed a 300% increase in searches related to moving to the EU. </p> <p>Following the week’s news coverage, approximately one in every 10,000 searches over three days related to the “travel ban”, which is an increase of 2,045% since January 28.</p> <h3> </h3> <h3>One in 10 Gmail users say emails are miscategorised</h3> <p>Gmail’s automatic sorting feature is proving less than effective, with one in 10 users reporting incorrectly categorised messages.</p> <p>This is according to new research from Return Path, leading to warnings that marketers should be more vigilant about how and where their messages are being delivered.</p> <p>The study found that 45% of tabbed inbox users check the ‘Promotions’ tab - used to aggregate marketing promotions and other offers - at least once per day. As a result, if marketing email is delivered to another tab, it could be missed entirely.     </p> <p><img src="https://assets.econsultancy.com/images/0008/3665/gmail.jpg" alt="" width="680" height="453"></p> <h3>UK consumers spent the most via mobile last Christmas </h3> <p>According to Adobe’s latest Digital Index, UK shoppers spent more via mobile last Christmas than the US or any other European nation. </p> <p>Data shows that 60% of online visits to UK retailers over Christmas were made on mobile, and of every £10 spent online in the UK, £4.10 came from a mobile device. </p> <p>Insight suggests that this could be due to a rise in last-minute buying, with the amount spent on the last Monday before Christmas increasing by 50% in 2016.</p> <h3>Live chat leads to greater customer loyalty</h3> <p>A new <a href="https://skilled.co/resources/live-chat-best-customer-service-right-now/" target="_blank">infographic</a> by Skilled highlights how live chat on ecommerce sites can lead to increased levels of customer satisfaction and loyalty.</p> <p>Studies show that 63% of live chat users said they are more likely to return to the site as a result. Interestingly, Mexico is said to be the leader of live chat, with the highest customer satisfaction rate of 94.11%.</p> <p><img src="https://assets.econsultancy.com/images/0008/3663/Skilled.JPG" alt="" width="674" height="342"></p> <h3>Nearly two in five shoppers have used their phone to pay in-store</h3> <p>MEF’s <a href="http://mobileecosystemforum.com/mobile-money-report/" target="_blank">Mobile Money Report</a> has revealed that mobile payments are on the rise, with nearly two in five shoppers using their smartphone to make a purchase in-store.</p> <p>From analysis of 6,000 consumers in nine countries, it also found that 78% of people have made a purchase using an app or mobile site.</p> <p>Mobile banking looks to be on a similar path, with 61% of respondents saying they now use their mobile phone to bank, and 44% using an app to check their balance.</p> <h3>Consumers see over half of brand content as ‘clutter’</h3> <p>The <a href="http://www.meaningful-brands.com/en" target="_blank">Meaningful Brands</a> report by Havas has revealed that over half of consumers view brand content as poor or irrelevant.</p> <p>In a study of 375,000 people across 33 countries, Havas found that while 84% of respondents expect brands to produce content of some kind, 60% of it fails to deliver any personal benefit.</p> <p>Consequently, we can see that the greater the impact on a person’s well-being, the more likely content is to be perceived as meaningful or effective.</p> <p><img src="https://assets.econsultancy.com/images/0008/3664/Havas.JPG" alt="" width="680" height="426"></p> <h3>80% of marketers describe data as ‘critical’ to success</h3> <p>A new GDMA survey has highlighted how customer data has become an indispensable asset, with 80% of global respondents citing it as critical to their marketing efforts.</p> <p>UK marketers are increasingly relying on data, coming top of all countries when asked about its importance.</p> <p>As a result, investment in data-driven marketing and advertising is still on the rise, with over half of global respondents saying they increased their spending in this area in 2016.</p> tag:econsultancy.com,2008:BlogPost/68727 2017-01-20T14:14:00+00:00 2017-01-20T14:14:00+00:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>Don’t forget, you can download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more insight.</p> <p>On we go...</p> <h3>Less than half of consumers satisfied with retail apps</h3> <p>New research from Apadmi has found that retail apps are failing to meet the expectations of consumers, with just 40% of UK consumers being satisfied with the apps they’ve downloaded in the past.</p> <p>Nearly one in five say they would like retailers to invest more heavily in improving apps, while 30% would be more likely to use them if they had a wider range of features. </p> <p>Lastly, 25% of consumers say they would think less of a retailer that failed to update its app regularly.</p> <h3>Online searches for food trends increase</h3> <p>New data from Hitwise has revealed that online searches related to diet, nutrition and super-food have risen by 70% in the past two years. Searches for ‘gluten-free’ have become particular popular, rising 141% since 2014. </p> <p>Meanwhile, searches for ‘paleo’ enjoyed a big spike at the start of 2016, however with New Year’s resolutions waning, interest declined as the months passed.</p> <p><img src="https://assets.econsultancy.com/images/0008/3234/Gluten_Free_Searches.png" alt="" width="624" height="310"></p> <h3>92% of online consumers don’t intend to buy during a first visit </h3> <p>A new report by Episerver has discovered that too much of a focus on conversion means retailers could be missing out on opportunities for engagement.</p> <p>In a survey of over 1,000 consumers, it was found that 92% who visit an ecommerce website or mobile app with the intent of buying rarely or never complete checkout.</p> <p>This reflects the importance of relevant and engaging content that supports the entire purchase journey, rather than content that's geared around getting consumers to buy.</p> <h3>Location &amp; convenience drives supermarket shoppers </h3> <p>Despite continual ‘price wars’ between the big four supermarkets, consumers don’t choose where to shop based on low prices - this is according to a new study by TCC.</p> <p>In a survey of 1,530 UK shoppers, proximity and location was found to have the biggest influence on where consumers shop, with 48% of Brits citing this as the main factor. </p> <p>40% of survey respondents said a decent range of products and services, 39% said habit and familiarity, while just 34% said low prices. </p> <p><img src="https://assets.econsultancy.com/images/0008/3243/sainsburys.jpg" alt="" width="650" height="433"></p> <h3>Half of students predict online tracking would improve grades</h3> <p>According to new research by Kortext, 47% of students believe that they would achieve better grades if their lecturers were able to track their study habits throughout the academic year.</p> <p>In a survey of over 1,000 current and former students, 91% said they would be happy for universities to use analytics to track weekly progress, while 76% said that a closer monitoring of study habits would lead to fewer university dropouts.</p> <h3>Over 50s spend 71% more per visit than younger shoppers</h3> <p>Coniq has found that shoppers over the age of 50 tend to spend 71% more in shopping centres than younger people, despite visiting 25% less.</p> <p>The research also found that the over 50s complete around 45% of transactions per trip, which is a much higher amount compared to other consumer age groups. Likewise, older consumers were found to make use of 31% more offers than younger age demographics.</p> <p>For retailers, this proves the importance of older consumers, with the over 55s now expected to make up two thirds of all retail activity by 2025.</p> <h3>Advertisers wasted over 600m on non-viewable ads in 2016</h3> <p>According to the latest report from Meetrics, UK advertisers spent approximately £606m on online ads that failed to meet the minimum viewability standards in 2016.</p> <p>In the final quarter of the year, just 49% of banner ads met the recommendation that 50% of the ad is in view for at least one second.</p> <p>Despite the figure being a slight improvement on Q2, it still remains a noticeable drop from the 54% viewability level of Q1 2016.</p> <p>In comparison to other European countries, this means the UK is lagging behind, with Austria and France having 69% and 60% viewability levels respectively. </p> <p><img src="https://assets.econsultancy.com/images/0008/3229/Viewability.png" alt="" width="540" height="371"></p> <h3>50% of consumers uninspired by finance marketing</h3> <p>A new study by 3radical has delved into consumer perceptions of marketing campaigns across the UK’s largest industries.</p> <p>Efforts from banks and brands within the finance industry were found to be the most ineffective, with 50% of survey respondents citing marketing campaigns as uninspiring. </p> <p>38% of consumers said the same thing about fashion and beauty marketing, making it the second-worst performing industry. In contrast, supermarkets and technology brands both scored well, with 80% of Brits believing supermarkets’ marketing to be effective, and 79% saying the same for technology brands.</p> <h3>Email rated as the best performing marketing channel</h3> <p>According to the DMA’s latest benchmarking report, email remains in good health, with 41% of marketers rating it as the best-performing channel.</p> <p>Now at 98%, email delivery rate is at its highest ever, increasing by 11 percentage points since 2010. </p> <p>Lastly, despite some decline in recent years, unique open rates and unique click-to-open rates remain steady, currently at 15% and 20% respectively.</p> <p><em>Total emails delivered</em></p> <p><img src="https://assets.econsultancy.com/images/0008/3227/DMA_email.JPG" alt="" width="622" height="404"></p> <h3>Aldi named as one of the UK’s most customer-centric retailers</h3> <p>Dunnhumby’s latest global index report has revealed that Aldi, Lidl and Tesco are the UK’s most customer-centric retailers.</p> <p>The findings are based on the key drivers behind a customer’s likelihood to repurchase from a retailer as well as desire to recommend it, including factors like ‘affinity’, ‘range and service’ and ‘rewards’.</p> <p>Aldi was ranked highest for ease and price, Tesco for its customer loyalty programmes, and Lidl for its value-focused approach.</p> tag:econsultancy.com,2008:BlogPost/68692 2017-01-17T14:20:12+00:00 2017-01-17T14:20:12+00:00 Online merchandising: The importance of showing products in context Nikki Gilliland <p>By reducing <a href="https://econsultancy.com/blog/68477-how-six-online-retailers-are-combatting-wrong-size-returns/" target="_blank">doubts about size and fit</a>, and enabling a shopper to envisage how they might use a product, ecommerce retailers can help to reduce basket abandonment and encourage consumers to buy.</p> <p>Here's a look at some of the best examples of brands putting products into context online.</p> <p>And to learn more on this topic, book yourself onto one of these Econsultancy training courses:</p> <ul> <li><a href="https://econsultancy.com/training/courses/fast-track-ecommerce-online-retailing/">Ecommerce and Online Retailing Training</a></li> <li><a href="https://econsultancy.com/training/courses/online-merchandising-selling-in-the-digital-age/">Online Merchandising Training</a></li> </ul> <h3>Boots </h3> <p>When it comes to ecommerce retailers that sell a wide range of brands, implementing product demonstrations across the board can be difficult.</p> <p>In its 'electricals' category, Boots tackles this problem by making use of videos created by the brand manufacturers themselves.</p> <p>It includes demos from the likes of Braun and Dyson, which adds a sense of authority as the information comes direct from a trusted brand.</p> <p><img src="https://assets.econsultancy.com/images/0008/2938/Boots.JPG" alt="" width="760" height="770"></p> <p>As well as helping to make the online experience more engaging, this also gives shoppers a greater understanding of the product's key features as well as how it can be used in real life.</p> <h3>Nespresso</h3> <p>Nespresso uses context to solve consumer worries about the environmental impact of its coffee capsules.</p> <p><img src="https://assets.econsultancy.com/images/0008/2939/Recycling_with_Nespresso.JPG" alt="" width="760" height="438"></p> <p>Instead of merely focusing on the product itself, it uses its video on the ‘infinite journey of your Nespresso capsule’ to widen the story, informing customers what happens after the product has been used.</p> <p>By highlighting the surrounding environmental factors, consumers are reassured that they are making a responsible purchase, giving them more incentive to buy.</p> <p><iframe src="https://www.youtube.com/embed/2xya-LSoIMo?wmode=transparent" width="854" height="480"></iframe></p> <h3>Under Armour</h3> <p>Though many ecommerce retailers use contextual product imagery on-site, it's less common to see it used in email marketing - missing a trick when it comes to reducing basket abandonment.</p> <p>Under Armour is a great example of how to effectively combine copy and contextual imagery, often promoting its products with seasonal context or consumer motivation.</p> <p>The below email displays the products in a real-life scenario, capitalising on the relatable context of running in cold weather.</p> <p><img src="https://assets.econsultancy.com/images/0008/2941/Under_Armour.JPG" alt="" width="400" height="747"></p> <p>Even better, this example includes integrated video, which nicely complements the various feature-based images.</p> <p><img src="https://assets.econsultancy.com/images/0008/2940/Under_Armour_email.JPG" alt="" width="400" height="815"></p> <h3>Bosch</h3> <p>Practical products like household appliances are best shown in-use, especially when it comes to large items like fridges and freezers.</p> <p>Bosch is a great example of this, using visuals to tell consumers how much food and drink can fit inside its fridges.</p> <p><img src="https://assets.econsultancy.com/images/0008/2942/Bosch.JPG" alt="" width="760" height="689"></p> <p>While sizing dimensions are all well and good, this highly visual element means customers are immediately engaged and well-informed.</p> <p>It also uses demonstration videos to further highlight the product's features in a real-life scenario.</p> <p><iframe src="https://www.youtube.com/embed/Dz2fSx_yQR0?wmode=transparent" width="500" height="280"></iframe></p> <h3>Teapigs</h3> <p>Visuals are a great way to provide context, but Teapigs proves that words can also do the job.</p> <p>Its <a href="https://econsultancy.com/blog/67052-a-copywriter-s-template-for-excellent-product-page-descriptions/">product descriptions</a> do not merely list ingredients or describe the taste of the tea. Instead, it tells the customer how and when the tea should be drunk, describing it in relation to time of day, and even with tips like ‘add sugar if particularly hungover’.</p> <p><img src="https://assets.econsultancy.com/images/0008/2944/Teapigs.JPG" alt="" width="650" height="740"></p> <p>This contextual information makes the brand seem more human, which helps to trigger a positive reaction.</p> <p>Finally, it uses recipe ideas to add extra value, reminding the customer that products can be used in scenarios outside of their common everyday context.</p> <p><img src="https://assets.econsultancy.com/images/0008/2945/Teapigs_2.JPG" alt="" width="390" height="512"></p> tag:econsultancy.com,2008:BlogPost/68704 2017-01-13T13:27:41+00:00 2017-01-13T13:27:41+00:00 10 mind-boggling digital marketing stats from this week Nikki Gilliland <p>You’ll find news on content marketing formats, abandonment emails, customer retention and social media. Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>72% of marketers value data analysis over social media skills</h3> <p>According to a new report by BlueVenn, 72% of marketers consider data analysis to be the most important skill to acquire in the next two years.</p> <p>From speaking to over 200 marketers in the US and UK, BlueVenn found that understanding customer data is considered far more vital than the likes of social media and web development, with just 65% and 31% of respondents citing these respectively.</p> <p>This appears to be an especially common view in larger businesses, where a lack of tools and access to technologies is the biggest barrier.</p> <p><img src="https://assets.econsultancy.com/images/0008/3043/BlueVenn.jpg" alt="" width="740" height="475"></p> <h3>Abandonment emails sent after one-hour boost conversion</h3> <p>New stats from SaleCycle show that the best time to reconnect with shoppers is one hour after they’ve abandoned their basket.</p> <p>From the conversion rates of 500 global brands, an average conversion of 6.33% was seen after one hour, compared with just 3.14% when sent before one hour and 3.41% one to two hours after.</p> <p>As well as timing, research also found that personalisation is a big factor in email success, with subject names that include the customer name seeing the highest open-rate.</p> <p><img src="https://assets.econsultancy.com/images/0008/3048/Email_time.JPG" alt="" width="314" height="522"></p> <h3>Two-thirds of UK consumers willing to use robots for banking</h3> <p>‘Robo-advisors’ is not a term we’ll be adopting any time soon, however, according to new research from Accenture more of us will be willing to accept the concept in future.</p> <p>Apparently, it refers to the robots used to offer financial or banking advice in place of real-life humans. And according to a survey of UK consumers, 68% are willing to use them.</p> <p>The reasons behind the demand for this type of technology is speed and convenience, with 40% citing this factor for using it. Lastly, 25% see the impartiality of robo-advice as a key attraction, with this figure rising to almost one third in those over 65.</p> <p><img src="https://assets.econsultancy.com/images/0008/3047/Robots.jpg" alt="" width="650" height="397"></p> <h3>Instagram Stories grows to 150m daily users</h3> <p>Despite initial reservations from users, Instagram Stories continues to grow, with the feature adding 50m more daily users since October.</p> <p>According to other recent stats, a third of the most-viewed stories come from businesses, and one in five stories on Instagram result in a direct message. </p> <p>Lastly, 70% of video views are reportedly played with the sound on (though this does not include Live Stories).</p> <h3>Original data is the best-performing type of content marketing</h3> <p>A survey by Clutch has uncovered the types of content that marketers believe leads to greater success.</p> <p>17% of respondents said that infographics perform the best, while 18% cited research or original data – both trumped other formats like blog posts and video.</p> <p>In terms of promotion, 85% of content marketers cited paid distribution, such as social media, PPC and native ads as the most effective tactic, over-and-above organic efforts. This reflects the strategies of most marketing agencies, with 71% using paid distribution tactics most frequently.</p> <h3>Nearly 20% of online retailers lost out to rivals over Christmas</h3> <p>According to the latest JDA/Centiro report, many retailers failed to meet the growing consumer demand for convenience during the 2016 Christmas period.</p> <p>19% of online Christmas customers shopped at alternative retailers due to stock unavailability and delivery time constraints.</p> <p>While use of click-and-collect services has somewhat plateaued, it is mostly seen as a way of avoiding delivery charges, with 53% of consumers recently using it for this reason.</p> <p>The report also found that many people suffered problems with click and collect last Christmas, with long waiting times due to a lack of staff having a negative impact on the experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/3045/Click_and_Collect.jpg" alt="" width="350" height="571"></p> <h3>Valentine’s Day presents big opportunity for retailers</h3> <p>With Black Friday and Christmas out of the way, many retailers are turning their attention towards the next big holiday.</p> <p>According to stats from Bing, Valentine’s Day presents a huge opportunity, after an estimated $19.7bn was spent last year (and an average of $146 per person).</p> <p>However, it’s not just humans that can expect a gift or two. $681m was reportedly spent on pets for Valentine’s Day last year, giving pet retailers a good reason to get on board in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0008/3046/Valentines_Day.jpg" alt="" width="483" height="229"></p> <h3>Instagram most important platform for marketers</h3> <p>In more Instagram-related stats, it’s been revealed as the platform marketers will invest the most in this year.</p> <p>Research from Greenlight shows that 70% will focus on Instagram, while 40% of marketers will invest in Twitter. </p> <p>Interestingly, older marketers are placing less importance on social platforms, with 50% of professionals who are over the age of 50 reporting no plans to invest in Instagram and 58% saying the same for Snapchat. </p> <h3>Generation Z bored by standard digital ads</h3> <p>According to a study by Kantar Millward Brown, generation Z (i.e. consumers aged between 16-19) have high expectations when it comes to digital advertising, preferring ads that allow them to interact or make a decision.</p> <p>When it comes to ads that prompt viewers to vote, generation Z reported a positivity score of 31%, compared to just 25% from generation Y. </p> <p>Generation Z were also found to actively dislike invasive ad formats like non-skippable pre-rolls. However, interruption appears to be a big bugbear for all age ranges, with the majority of people installing ad blockers due to this reason.</p> <p><img src="https://assets.econsultancy.com/images/0008/3044/AdReaction.jpg" alt="" width="740" height="399"></p> <h3>Customer retention is down 7% globally</h3> <p>From a global study of more than 24,000 consumers across nine industry sectors, Verint and IDC has found that customer retention dropped by 7% last year.</p> <p>Overall, this appears to be down to consumers who prefer using digital-based companies displaying less brand loyalty than those who engage with businesses on a human and one-to-one level.</p> <p>49% of digital customers have been with providers for more than three years compared with 57% who prefer to go in-store.</p> tag:econsultancy.com,2008:BlogPost/68676 2017-01-04T11:44:47+00:00 2017-01-04T11:44:47+00:00 10 important stats from Econsultancy's 2016 research Nikki Gilliland <h3>Agencies predict low growth rates for 2017</h3> <p>The <a href="https://www.econsultancy.com/reports/digital-agency-rate-card-survey-2016/">Digital Agency Rate Card Survey 2016</a> revealed that predicted year-on-year growth in the UK has reached an all-time low.</p> <p>From an online survey of 398 UK digital agencies, it found that the proportion of agencies expecting their businesses to grow by over 50% has more than halved in the last two years, going from 24% in 2014 to 11% in 2016.</p> <p>Meanwhile, agencies predicted that their daily rates will grow by an average of just 2% this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2738/Digital_Rate_Card_Survey.JPG" alt="" width="600" height="564"></p> <h3>Disparity between customer needs and marketer capabilities</h3> <p>Our <a href="https://econsultancy.com/reports/customer-recognition-how-marketing-is-failing-at-its-top-priority">Customer Recognition Report</a> highlighted how marketers are falling short on customer experience management due to a lack of digital capabilities.</p> <p>While up to 84% of marketers cite identifying users, personalizing messaging and measuring impact as “very important to growth,” only 10%-14% are able to deliver in these areas.</p> <p><img src="https://assets.econsultancy.com/images/0008/2739/Customer_Recognition.JPG" alt="" width="649" height="491"></p> <h3>60% of marketers lack a cooperative culture</h3> <p>In the <a href="https://econsultancy.com/reports/trends-and-priorities-in-the-media-and-entertainment-sector/">Trends and Priorities in the Media and Entertainment Sector</a> report, the biggest barriers for digital transformation were found to be organisational factors.</p> <p>59% of marketers said they lack a cooperative culture, while 49% said management is against investing in data and tech, and 46% said that boards fail to understand digital strategy.</p> <p><em><img src="https://assets.econsultancy.com/images/0008/2745/Trends_and_Priorities_Media.JPG" alt="" width="650" height="473"></em></p> <p><em>You can find out three further priorities for marketers <a href="https://econsultancy.com/blog/68129-four-urgent-priorities-for-marketers-in-media-entertainment" target="_blank">in this article</a><a href="https://econsultancy.com/reports/trends-and-priorities-in-the-media-and-entertainment-sector/" target="_blank">.</a></em></p> <h3>Companies to increase CRO budgets this year</h3> <p>In October, our <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization report</a> was released, looking at the strategies companies are using to improve conversion rates.</p> <p>With 52% of companies seeing a significant increase in sales from adopting a structured approach to data, research also found that over half of companies plan to increase their CRO budgets this year.</p> <p>This appears to be an effective strategy, with 73% of those who have already increased their budget seeing a marked improvement.</p> <p><img src="https://assets.econsultancy.com/images/0008/2742/CRO.JPG" alt="" width="650" height="470"></p> <h3>84% of influencer research is carried out manually</h3> <p>At the beginning of 2016, Econsultancy published the <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers report</a> in association with Fashion &amp; Beauty Monitor.</p> <p>Exploring the role influencers play in the fashion and beauty industries, it found that there are some big challenges for brands navigating this new marketing realm.</p> <p>According to the survey, finding the right influencer is one of the biggest tests, with 84% of research being carried out by manually searching platforms like Facebook and Twitter.</p> <p><img src="https://assets.econsultancy.com/images/0008/2743/Influencers.JPG" alt="" width="343" height="629"></p> <h3>74% of agencies are working with celebrities</h3> <p>The <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing/">Future of Celebrity Marketing report</a> further reflected the growing demand for both social media stars and high profile personalities.</p> <p>While 74% of agency respondents said that they are already working with celebrities, a further 12% said that they aim to embark on a celebrity endorsement within the next year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2751/Celebrity_Marketing.JPG" alt="" width="650" height="419"></p> <h3>35% of organisations believe technology is key to understanding customers</h3> <p>At every level of maturity, organisations agree that having the right technologies for data collection and analysis is key to understanding customers.</p> <p>This statistic comes from the <a href="https://econsultancy.com/reports/secrets-of-elite-analytics-practices/" target="_blank">Secrets of Elite Analytics Practices</a> report, which also found that the more advanced the analytics capabilities, the more adept companies are at sharing knowledge between teams.</p> <p><img src="https://assets.econsultancy.com/images/0008/2744/Secrets_of_Analytics.JPG" alt="" width="637" height="587"></p> <h3>48% of organisations do not have a mobile strategy</h3> <p>Despite the fact most organisations agree that mobile deserves a strategic approach, last year's <a href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Digital Intelligence Briefing</a> found that nearly half are failing to put this into practice.</p> <p>The report explained how even the 20% that do have a well-defined mobile strategy are not making the most of customer analysis, proving the untapped potential of data.</p> <p><img src="https://assets.econsultancy.com/images/0008/2748/Digital_Briefing.JPG" alt="" width="650" height="536"></p> <h3>Email rated top for ROI</h3> <p>2016 marked the 10th anniversary of <a href="https://econsultancy.com/reports/email-census-2016/">Econsultancy's Email Marketing Industry Census</a>.</p> <p>In an online survey of 1,150 marketers in February and March, 73% of respondents ranked email marketing as 'excellent' or 'good' for ROI.</p> <p>Increasing from 66% in 2015, this meant that email marketing was ranked 9% higher than SEO (organic search).</p> <p><img src="https://assets.econsultancy.com/images/0008/2749/Email_marketing.JPG" alt="" width="640" height="544"></p> <h3>B2B marketers lack confidence in CX</h3> <p>Last May saw the release of the <a href="https://econsultancy.com/reports/the-tension-in-b2b-customer-experience-management/">Tension in B2B Customer Experience Management report</a>, highlighting how B2B organizations are improving the customer experience.</p> <p>Surprisingly, despite B2B companies realizing that they're being evaluated on the same level as consumer brands, just 16% believe customers rate their CX on a par with B2C.</p> <p>Internal silos and a lack of long-term strategy were reported to be just two of the reasons why.</p> <p><img src="https://assets.econsultancy.com/images/0008/2750/B2B_CX.JPG" alt="" width="690" height="574"></p>