National client email report08.30am Registration & refreshments09.00am Welcome from chair Justin Pearse, edit...
WelcomeJustin Pearse, editor, New Media Age #dmaemail
Research findingsFiona Robson, managing director, RocketseedAnthony Wilkey, strategic client director, Emailvision #dmaem...
17th May 2012
DMA Benchmarking Hub• Fiona Robson – Managing Director – DMA Email Council – DMA Email Benchmarking Hub• Anthony Wil...
2011: a great year for email
Email in 2011
Report Overview• Strategic importance of email• Email marketing budgets• Barriers to success• ROI – revenue and re...
Strategic value of email
Importance of email• 90.9%: “Very Important” or “Important”• Significant increase YOY for B2B• Recognition for direct resp...
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 respon...
Barriers to success
Barriers to success• Internal Resources are the biggest barrier• In 2010 Budget was top issue (37% vs 26%)• Lack of data i...
Email:contribution to revenue
The value of email• Reported Revenues from email marketing are “disproportionately large”• For almost half – drives 30%+ ...
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 co...
Relationship in the marketing mix
Relationship in theMarketing Mix• Email marketing is the clear winner, cited by 72% of respondents• This is exactly doubl...
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 ...
Contact Frequency
Contact Frequency
Contact Frequency• Move beyond deliverability• Mailing volumes remain low• Focus on contact strategy• Testing oppo...
Segmentation
Segmentation• Definition of segmentation changing• Progress towards personalisation• Growth of multi-channel• Emer...
Conclusions• Overall email trends and sentiment are positive and improving• New channels present an opportunity• Investme...
Are marketers maximising the ROI inthis channel and could outsourcingbe the key to scaling up your emailmarketing programm...
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
ROI Is For The Show (But Numbers Are For The Dough)•A 100g potato with skinhas 535 mcg of potassium...
The Basics Still Driving Revenue
Life Cycle Marketing Programmes Deliver Too
End Of The Fear?
A Look To The Futurehttp://www.youtube.com/watch?v=EC5sbdvnvQM&feature=youtu.be
Email: still my favourite channelOlly Beckett, web editor, Opodo #dmaemail
Email: still my favourite channel DMA 17 May 2012
Overview1. Email vs Social marketing2. Ways in which Opodo use emailmarketing3. Challenges4. Future trends ...
Email vs Social marketingWhy I think email marketing is easier than social mediamarketing 1. Email marketing is an estab...
Ways in which Opodo use email marketing Weekly newsletter: Emailregular and dedicated ...
Challenges - generalSpam Relevance- Understanding deliverability - Alway...
Challenges - OpodoOn-site sign up- Limited space (mostly taken up by offers)- How much info should be required (i.e. Just ...
Future trendsEmail via social media- Facebook now allow individual direct messages- Possibility of mass email marketing vi...
Olly Beckett Web Editor Opodo 53
Panel DiscussionJustin Pearse, New Media AgeFiona Robson, RocketseedAnthony Wilkey, EmailvisonDela Quist, Alchemy WorxOlly...
Closing remarks from chairJustin Pearse, editor, New Media Age #dmaemail
Upcoming eventsEmail customer lifecycle: List growthSponsored by SilverpopTuesday 22 May 2012Ready steady emailPartnered w...
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National client email report

Published on: Mar 3, 2016
Published in: Business      Technology      
Source: www.slideshare.net


Transcripts - National client email report

  • 1. National client email report08.30am Registration & refreshments09.00am Welcome from chair Justin Pearse, editor, New Media Age09.10am Research findings Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic client director, Emailvision09.40am 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 Worx10.05am Email: Still my favourite channel Olly Beckett, web editor, Opodo10.35am Panel Discussion Justin Pearse, New Media Age Fiona Robson, Rocketseed, Anthony Wilkey, Emailvision, Dela Quist, Alchemy Worx, Olly Beckett, Opodo10.55am Closing remarks from chair Justin Pearse, editor, New Media Age11.00am End
  • 2. WelcomeJustin Pearse, editor, New Media Age #dmaemail
  • 3. Research findingsFiona Robson, managing director, RocketseedAnthony Wilkey, strategic client director, Emailvision #dmaemail
  • 4. 17th May 2012
  • 5. DMA Benchmarking Hub• Fiona Robson – Managing Director – DMA Email Council – DMA Email Benchmarking Hub• Anthony Wilkey – Product Marketing Manager – DMA Email Benchmarking Hub
  • 6. 2011: a great year for email
  • 7. Email in 2011
  • 8. Report Overview• Strategic importance of email• Email marketing budgets• Barriers to success• ROI – revenue and relationship• 2011 key metrics• Concerns• Contact strategies• Segmentation
  • 9. Strategic value of email
  • 10. 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
  • 11. Email:% of marketing budget
  • 12. 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?
  • 13. Barriers to success
  • 14. 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% vs 22%)• In B2B responsibility for email marketing more likely with Senior Staff• 15% cite lack of involvement of senior staff as a barrier
  • 15. Email:contribution to revenue
  • 16. 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
  • 17. ROI of Email in the Marketing Mix
  • 18. 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
  • 19. Relationship in the marketing mix
  • 20. Relationship in theMarketing 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
  • 21. Performance Trends
  • 22. Performance Outlook
  • 23. Performance• Positive trends• Optimistic outlook• Stay focussed• Importance of testing
  • 24. Satisfaction
  • 25. Primary Concerns
  • 26. 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
  • 27. Contact Frequency
  • 28. Contact Frequency
  • 29. Contact Frequency• Move beyond deliverability• Mailing volumes remain low• Focus on contact strategy• Testing opportunity
  • 30. Segmentation
  • 31. Segmentation• Definition of segmentation changing• Progress towards personalisation• Growth of multi-channel• Emergence of mobile marketing
  • 32. 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
  • 33. Are marketers maximising the ROI inthis channel and could outsourcingbe the key to scaling up your emailmarketing programme?Dela Quist, chief executive officer, Alchemy Worx #dmaemail
  • 34. Dela Quist: CEO Alchemy Worx
  • 35. How Good Do We think We Are?
  • 36. What Is Holding Us Back?
  • 37. How Happy Are We With Our Efforts?
  • 38. With Very Little Marketing Resource
  • 39. Bread & Butter Programs Work
  • 40. ROI Is For The Show (But Numbers Are For The Dough)•A 100g potato with skinhas 535 mcg of potassium• % of potassium in theskin is about 7%• % of potassium in theskin is about 0.39%• The skin has a muchhigher % of potassium.• But there is actually morepotassium in the flesh –391 mcg in the potato v144 mcg in the skin Sourced from the Silverpop blog
  • 41. The Basics Still Driving Revenue
  • 42. Life Cycle Marketing Programmes Deliver Too
  • 43. End Of The Fear?
  • 44. A Look To The Futurehttp://www.youtube.com/watch?v=EC5sbdvnvQM&feature=youtu.be
  • 45. Email: still my favourite channelOlly Beckett, web editor, Opodo #dmaemail
  • 46. Email: still my favourite channel DMA 17 May 2012
  • 47. Overview1. Email vs Social marketing2. Ways in which Opodo use emailmarketing3. Challenges4. Future trends 47
  • 48. Email vs Social marketingWhy I think email marketing is easier than social mediamarketing 1. Email marketing is an established channel with relatively predictable outcomes 2. There is more room to get messages across clearly on emails along with engaging design 3. 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 email 5. 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 48
  • 49. Ways in which Opodo use email marketing Weekly newsletter: Emailregular and dedicated lifecycle cruise Welcome subscriber Birthday email Lapsed subscriber Newsletter Pre-departure Welcome back Lapsed booker Lapsed Pre- Birthday booker departure 49
  • 50. Challenges - generalSpam Relevance- Understanding deliverability - Always evolving (keeping designproblems fresh)- Keeping up-to-date with ESP rules - Ever-increasing need to provide customer with exactly what theyStagnation want- Same type of subject lines alwayswin List growth- Repetition of offers and same - Need to provide content thattimings of sales every year other marketing cannot 50
  • 51. Challenges - OpodoOn-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 miningSeasonality- Customers don’t buy holidays every day- How to keep people enticed throughout the year? 51
  • 52. Future trendsEmail via social media- Facebook now allow individual direct messages- Possibility of mass email marketing via FacebookDatabase shrink- Smaller databases, with much higher engagement- Shedding more inactive customersMore customer control- Customer will choose when and how often they receive emails- Customer will choose exactly what they receive in email 52
  • 53. Olly Beckett Web Editor Opodo 53
  • 54. Panel DiscussionJustin Pearse, New Media AgeFiona Robson, RocketseedAnthony Wilkey, EmailvisonDela Quist, Alchemy WorxOlly Beckett, Opodo #dmaemail
  • 55. Closing remarks from chairJustin Pearse, editor, New Media Age #dmaemail
  • 56. Upcoming eventsEmail customer lifecycle: List growthSponsored by SilverpopTuesday 22 May 2012Ready steady emailPartnered with the IABMonday 25 June 2012The DMA summer lunch- with Alastair CampbellSponsored by Mobile Marketing GroupThursday 12 July 2012To see our full events listing please visit http://www.dma.org.uk/event-listing

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