Email marketing trends 2016
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The document discusses top tactics for improving email marketing in 2016 according to Komal Helyer, Head of Marketing at Pure360. Some key points include focusing on audience segmentation, using real-time triggers and personalized content, prioritizing simplicity and creativity in delivery, optimizing for mobile, and going beyond basic click metrics to more advanced data analysis across channels. Advanced data integration and a single customer view are also highlighted as important to enabling personalized and cross-channel engagement strategies.
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Email marketing trends 2016
- 1. Digital Marketing Priorities 2016 Brought to you by: Top tactics to improve your email marketing in 2016 Komal Helyer Head of Marketing Pure360 Learn how you can blend what consumers want and tech advances to ensure email marketing success in 2016
- 2. 2 About Komal Head of Marketing at Pure360 15 years email and digital experience Worked with leading brands including HSBC, Carphone Warehouse and Black and Decker @komal_helyer
- 3. 3 Agenda A bit about Pure360 Emerging technologies What do customers want? How? Key tactics to implement Main takeaways
- 4. 4 About Pure360 Digital marketing suite for the mid-market Our formula of a best of breed technology and maturity model framework is unique in the market We best serve Retail, Travel & Leisure, Publishing & Media, Banking & Finance and Agencies Taking our clients on a journey of improvement is at the heart of everything we do
- 5. 5
- 7. 7 What do consumers want? We interviewed 1,000 consumers What makes them click? And why?
- 10. 10 Exceed customer expectations with tech advances
- 11. 11
- 12. 12 Top focus areas for 2016 Data Simplicity in delivery Personalisation is dead Real time triggers The importance of psychology Email driving the customer experience Cross channel engagement Creativity Mobile first – the rise of the micro screen Analysis – Looking beyond the click
- 13. 13 Data is King
- 14. 14 VOTE How advanced is your data integration and analysis I collect data from different sources but they are not integrated I integrate email + web data I integrate email + web + offline data I integrate email + web + offline + social data I have a full single customer view
- 15. 15 Understand your audience Move away from a ‘one campaign to all’ Create your key segments Understand what appeals to them Devise creative and offers based on segments Erich your data through sign up forms, welcome campaigns and social sign up Using a lightbox can improve data collection by over 400% (eConsultancy)
- 16. 16 Create engagement segments Consider how you measure email engagement and set the parameters
- 18. 18 Simplicity in delivery Get straight to the point Don’t confuse Clear CTA’s Strong bold imagery Clear subject lines – no fluff!
- 19. 19
- 20. 20 Long live RELEVANT personalisation! Personalisation isn’t #First Name# Be creative with real time data But…know your boundaries 38% consumers hate emails “stalking” them Be useful!
- 21. 21 Real time triggers Going beyond the simple triggers of demographic data Increase revenue with automated abandoned basket or browse campaigns Use real time analytics to understand behavioural data Create special offers or limited time vouchers
- 22. 22 Changing behaviour using real time data Lifecycle emails can increase loyalty, encourage customers back and improve LTV Gamification will see brands rewarding for engagement Turn behaviour into habit by congratulating milestones
- 23. 23
- 24. 24 A lesson from Tripadvisor Driving UGC Feel Good Prestigious awards Social Proof
- 25. 25 Using psychology to improve results Create content around what makes your segments tick Use social proof Use real time scarcity content from your site in emails
- 26. 26 Using email to improve the customer experience By delivering value above and beyond the sale email comes into its own
- 27. 27 Cross Channel Engagement Email will continue to be the linchpin through 2016 The rise of the # Create cross channel conversations Use a combination of channels to improve email results
- 28. 28 Creativity Relevance and context Use countdown clocks to give urgency Maps, weather forecasts increases context Up to date stock levels and localised product information increases relevancy Increase engagement with live content Video increases engagement and its shareable value
- 30. 30 The mobile consumer Design mobile first and ensure responsive across devices Keep subject lines and copy short and concise Use the pre-header Ensure the journey is seamless Create links into apps instead of in browser
- 31. 31 Analysis – beyond the click Identify which areas of your emails are getting the most attention and on what devices to understand what makes your recipients tick. Use this information in future campaigns for increased targeting. Across Device By location By Heat Map
- 32. 32 Analysis – beyond the click Marketers are look beyond the usual open and click metrics Integrating with multiple data sources give you a much deeper insight Layering third party data will allow you to ask questions that may highlight otherwise missed segments Be part of the smart minority that are using data to support decision making
- 33. 33 VOTE If you had to choose what do you think will return the best increases in email results in 2016? Audience segmentation Real time triggers and content Creativity Mobile tactics Integrated data analysis More cross channel campaigns Introduction of psychology tactics
- 34. 34 Key Takeaways Consumers want more relevant emails Technology advances means increased consumption of media – but also increased noise Understand your audience Keep it simple but be creative Relevancy and context can be delivered through real time content Use data to predict future behaviour Mobile is ubiquitous
- 36. 36 Thank you! For more information on our maturity model please visit http://www.pure360.com/email-maturity-model/ 0844 586 001 contact@pure360.com www.pure360.com @komal_helyer @pure360 #pure360maturity
Editor's Notes
- Marketers have long been searching for ways that they can connect with and build relationships with consumers. Subsequently email has become a hotbed for personalised, chatty and sometimes fluffy content designed to forge a personal and friendly link between the marketer and the recipient. But has this quest for friendship backfired? Over-personalisation and getting too close, too soon, can cause significant brand damage. That’s why it’s vital that marketers understand exactly what kind of interaction customers expect and more importantly, what they respond most positively to. We interviewed 1,000 UK consumers and tested their reactions to popular email campaigns. What makes them click, and why?
- So number 1. Temptation Temptation was ranked as the most successful emotional trigger for email From our research we found that 2/3s consumers are more likely to open an email with an offer in the subject line. This tells us that people want to be sold to, --- as long as they like what’s on offer. Leads us on to relevance After offers, most successful subject lines includes topics and brands that fit recipients interests However they prefer no personalization at all. In this day and age, using a persons name has no discernable impact. So what is relevancy if we’re not talking about personalization? We’re talking about knowing what is relevant to a recipient at a specific time and understanding where they are in a particular sales cycle. By knowing this you can send them relevant campaigns based on this understanding but also identify their propensity to purchase something else. This leads us onto the third of our elements - Clarity Recipients want email to get to the point Research shows a preference for a direct, open approach rather than a soft sell hidden behind ‘friendship’ In fact 37% went as far as to call overly familiar emails, deal breakers.
- Why treat them all the same. One simple segmentation – lots of personalised emails.
- Going beyond the simple triggers of demographic data such as birthday or anniversary emails Automated abandoned basket or browse campaigns significantly increase revenues Use real time analytics to understand who are most active on your website and email more regularly to others. Create special offers or limited time vouchers to move first time buyers to more regular
- Create content around what makes your segments tick – each will respond in a different way Use social proof. Consumers are 63% more likely to purchase when given ratings and reviews Use real time scarcity content from your site in emails
- Online, First Direct launched a series of direct response adverts and brand adverts across a significant amount of digital media. The campaign messages were refreshed on a daily basis, and incorporated live streaming of the data visualisations from the campaign microsite. Direct response adverts were also run in the press. First Direct also drive engagement by inviting visitors to comment in their blogging area, Talking Point. The comments were then fed into visual displays, which were then posted on over 8m other websites.
- Relevance and context is key when delivering creativity in email
- If the smart watch takes off in 2016 this will pose both a threat and an opportunity to email marketers.. Dependent if you are a glass half full or half empty type/
- Solutions available to marketers now mean that we are able to go just beyond the usual open and click metrics Integrating with multiple data sources give you a much deeper insight into your audiences so that you can create future campaigns Layering third party data will allow you to ask questions that may highlight otherwise missed segments Be part of the smart minority that are using data to support decision making