National client email report
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Transcript of National client email report
National client email report08.30am Registration & refreshments
09.00am Welcome from chair
Justin Pearse, editor, New Media Age
09.10am Research findings
Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic clientdirector, Emailvision
09.40am Are marketers maximising the ROI in this channel and could outsourcing be
the key to scaling up your email marketing programme?
Dela Quist, chief executive officer, Alchemy Worx
10.05am Email: Still my favourite channel
Olly Beckett, web editor, Opodo
10.35am Panel Discussion
Justin Pearse, New Media AgeFiona Robson, Rocketseed, Anthony Wilkey, Emailvision, Dela Quist, Alchemy Worx, Olly Beckett, Opodo
10.55am Closing remarks from chair
Justin Pearse, editor, New Media Age
11.00am End
WelcomeJustin Pearse, editor, New Media Age
#dmaemail
Research findings Fiona Robson, managing director, RocketseedAnthony Wilkey, strategic client director, Emailvision
#dmaemail
17th May 2012
• Fiona Robson
– Managing Director
– DMA Email Council
– DMA Email Benchmarking Hub
• Anthony Wilkey
– Product Marketing Manager
– DMA Email Benchmarking Hub
DMA Benchmarking Hub
2011: a great year for email
Email in 2011
Report Overview
• Strategic importance of email
• Email marketing budgets
• Barriers to success
• ROI – revenue and relationship
• 2011 key metrics
• Concerns
• Contact strategies
• Segmentation
Strategic value of email
Importance of email
• 90.9%: “Very Important” or “Important”
• Significant increase YOY for B2B
• Recognition for direct response but also longer-term impacts of email marketing
• 62% of marketers satisfied with their email marketing programme
Email:% of marketing budget
Email expenditure
• <10% of total spend for almost half of respondents
• 30% or more of marketing budget for 1/3 of respondents
• 63% expect to increase expenditure
• Increased spend linked with plans for advanced email marketing tactics
• Expected increase in spend in 2011 did not happen
• Is email so cost effective that businesses think investment is not needed?
Barriers to success
Barriers to success
• Internal Resources are the biggest barrier
• In 2010 Budget was top issue (37% vs 26%)
• Lack of data is less of a concern (28% vs22%)
• In B2B responsibility for email marketing more likely with Senior Staff
• 15% cite lack of involvement of senior staff as a barrier
Email:contribution to revenue
The value of email
• Reported Revenues from email marketing are “disproportionately large”
• For almost half – drives 30%+ of revenue
• 2011 sees an increase in those who can measure revenue from email (61% vs 55%)
– 79% B2C vs 44% B2B
• Increased focus on revenue vs tracking
• Increased awareness of longer-term, brand, relationship impacts
ROI of Email in the Marketing Mix
ROI in the Marketing Mix
• Email marketing is rated as best marketing tactic for ROI
• Newsletters & limited time offers contribute the most to revenue
• Findings concur with other recent surveys:
– DMA US estimated Email Marketing’s ROI at $40.56 for each $1
Relationship in the marketing mix
Relationship in the Marketing Mix• Email marketing is the clear winner, cited by
72% of respondents
• This is exactly double those citing “social networking sites”
• Opens up new value possibilities beyond direct response
• Email as a vehicle for both distributing and creating content
• Complementary channel to social media, requiring an integrated approach
Performance Trends
Performance Outlook
Performance
• Positive trends
• Optimistic outlook
• Stay focussed
• Importance of testing
Satisfaction
Primary Concerns
Satisfaction and Concerns
• Broadly optimistic outlook
• Significant drop in overall concern
• Key challenges– effectively engaging senior management
– highlighting the true value of email
– data and resource management
Contact Frequency
Contact Frequency
Contact Frequency
• Move beyond deliverability
• Mailing volumes remain low
• Focus on contact strategy
• Testing opportunity
Segmentation
Segmentation
• Definition of segmentation changing
• Progress towards personalisation
• Growth of multi-channel
• Emergence of mobile marketing
Conclusions
• Overall email trends and sentiment are positive and improving
• New channels present an opportunity
• Investment in email remains relatively low
• Critical to highlight the value of email to secure additional resources and optimise programmes
Are marketers maximising the ROI in this channel and could outsourcing be the key to scaling up your email marketing programme? Dela Quist, chief executive officer, Alchemy Worx
#dmaemail
Dela Quist: CEO Alchemy Worx
How Good Do We think We Are?
What Is Holding Us Back?
How Happy Are We With Our Efforts?
With Very Little Marketing Resource
Bread & Butter Programs Work
•A 100g potato with skin has 535 mcg of potassium
•% of potassium in the skin is about 7%
•% of potassium in the skin is about 0.39%
• The skin has a much higher % of potassium.
• But there is actually more potassium in the flesh –391 mcg in the potato v 144 mcg in the skin
ROI Is For The Show(But Numbers Are For The Dough)
Sourced from the Silverpop blog
The Basics Still Driving Revenue
Life Cycle Marketing Programmes Deliver Too
End Of The Fear?
A Look To The Future
http://www.youtube.com/watch?v=EC5sbdvnvQM&feature=youtu.be
Email: still my favourite channelOlly Beckett, web editor, Opodo
#dmaemail
DMA 17 May 2012
Email: still my favourite channel
47
Overview
1. Email vs Social marketing2. Ways in which Opodo use email marketing3. Challenges4. Future trends
48
Email vs Social marketing
Why I think email marketing is easier than social media marketing1. Email marketing is an established channel with relatively predictable outcomes2. There is more room to get messages across clearly on emails along with engaging design3. By its general nature, email marketing is a one-way conversation, whereas social media can
sometimes feel like an exercise in customer relations 4. Customers are still more disposed to purchase from an email5. You can get many more offers in an email than in one social marketing message 6. Organisations are ‘sold’ on email marketing but still need to be convinced about social
marketing
49
Ways in which Opodo use email marketing
Weekly newsletter: regular and dedicated
cruise
Email lifecycle
Welcome subscriber
Newsletter
Birthday email
Lapsed subscriber
Pre-departure
Welcome back
Lapsed booker
Pre-departure
Birthday
Lapsed booker
50
Challenges - general
Spam- Understanding deliverability problems- Keeping up-to-date with ESP rules
Relevance- Always evolving (keeping design fresh)- Ever-increasing need to provide customer with exactly what they wantStagnation
- Same type of subject lines always win- Repetition of offers and same timings of sales every year
List growth- Need to provide content that other marketing cannot
51
Challenges - Opodo
On-site sign up- Limited space (mostly taken up by offers)
- How much info should be required (i.e. Just email or name etc. As well)
Segmentation- Need to provide special offers from suppliers- Time required for data mining
Seasonality- Customers don’t buy holidays every day- How to keep people enticed throughout the year?
52
Future trends
Email via social media- Facebook now allow individual direct messages- Possibility of mass email marketing via Facebook
Database shrink- Smaller databases, with much higher engagement- Shedding more inactive customers
More customer control- Customer will choose when and how often they receive emails- Customer will choose exactly what they receive in email
53
Olly BeckettWeb EditorOpodo
Panel DiscussionJustin Pearse, New Media Age
Fiona Robson, RocketseedAnthony Wilkey, EmailvisonDela Quist, Alchemy WorxOlly Beckett, Opodo
#dmaemail
Closing remarks from chairJustin Pearse, editor, New Media Age
#dmaemail
Upcoming events
Email customer lifecycle: List growth
Sponsored by SilverpopTuesday 22 May 2012
Ready steady email
Partnered with the IABMonday 25 June 2012
The DMA summer lunch- with Alastair Campbell
Sponsored by Mobile Marketing Group Thursday 12 July 2012
To see our full events listing please visit http://www.dma.org.uk/event-listing