Email marketing trends 2018
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A presentation delivered by Komal Helyer of Pure360 to the Smart Insights 2018 Marketing trends summit covering 8 practical Behavioural Email predictions.
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Email marketing trends 2018
- 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Behavioural Email Marketing predictions for 2018 Komal Helyer Marketing Director of Pure 360
- 2. 2 Before we start… house keeping • A recording for the webinar will be sent via Email • Slides will be available via Smart Insights Slideshare • Please get involved with the interactions: • Give your views in the votes • Do ask questions at any point via the Questions panel
- 3. 3 Recommended Smart Insights toolkit update
- 4. 4 What we will cover today.. • About me • About Pure360 • The age of the consumer • What is behavioural targeting • Top 8 predictions
- 5. 5 About me.. • Marketing Director @Pure360 • Over 17 years email and digital experience • Led the email strategic direction for many leading brands including HSBC, Screwfix, Black and Decker, Carphone Warehouse • Follow me - @komal_helyer
- 7. 7 The Pure360 Maturity Model
- 8. 8 The Age of the Consumer And why that matters
- 9. 9 The age of the consumer
- 10. 10
- 12. 12 And the marketers problem….
- 13. 13 What is Behavioural Marketing? And why should we be interested?
- 14. 14 Types of Behaviours a consumer can display
- 15. 15 Why? • Deliver relevant messages • Increase campaign results – inc email • Convert visitors to customers • Increase average order value • Increases ROI
- 16. 16 AR will change the way consumers shop 2020 $120B
- 17. 17 The Machine will take away some of the pain • Checks and balances • Quick decision making • Test & learn • Mundane tasks eliminated
- 18. 18 The Machine – Recommended for you
- 19. 19 The Machine – Personalised upsell campaigns
- 20. 20 Marketers will co-own the bottom line • Marketing teams are moving away from just reporting on clicks and opens • The board/CEO is mostly interested in cold hard £££’s • With behavioural campaigns we are now able to have a direct affect on revenue • The CMO tech spend now rivals the CIO tech spend!
- 21. 21 Abandoned campaigns drive increase in revenue • 67% baskets are abandoned • 88% online shoppers who abandon buy elsewhere • 90% baskets go cold after 1hr • 45% abandoned emails are opened • They can increase revenues by up to 10%
- 22. 22 GDPR will drive greater opportunities • Comes into effect on 25th May 2018 • Non compliance can cost forms • More accurate data will mean email will get more effective • Increased customer confidence with data usage transparency & security
- 23. 23 The Welcome email grows up • Most leading brands will now be sending a welcome series – rather than a “one off” • This is the honeymoon phase – make the most of it! • Short introductions to the brand in bite size messages over a 5-10 day period • They can introduce propositions • Encourage a first time and nudge to next purchase
- 25. 25 Personalised content will cut through the noise
- 26. 26 Beyond the click personalisation
- 27. 27 Back to basics • Give your creative a health check with creative audits • Revise your welcome email • Ask your audience to add to safe senders • Segment your lists • With list degradation – always be generating new leads • Take a dive into your results data • Check your automations
- 28. 28 Key Takeaways • Consumer centricity is crucial for success • Behavioural email marketing enables you to put the customer at the heart of everything • Pay close attention to the welcome email • The machine is your friend! • Use creative elements in your campaigns to cut through the noise • Go back to basics!
Editor's Notes
- Behavioural Marketing is referring to the processes, systems and segmentations that are put in place to analyse customers behaviours and automate the required action. Behavioural Marketing happens after people take actions. In a nutshell DBM is understanding the individual and their behaviours, what makes them ‘tick’ then observing all their actions. It is the sweet spot where Marketing, Behavioural Marketing and Behavioural Dynamics meet. To turn brand equity into action, we must understand behaviour at every step of the purchase decision journey, particularly at what we call pivotal moments, the moments of greatest impact. In behavioural marketing, creative ideas should not only be inspired by people’s behaviour, they should change behaviour too. Take car purchase, where the pivotal moment is the test drive, where reason and emotion converge. Imagine anticipating that moment and offering to take a highly rational potential buyer to the test drive – in a competitive car brand. Maserati in Germany did just this. On Googling ‘test drive’ for German car brands, up popped Maserati offering to take the potential customer to the showroom for their test drive – in a Maserati! An opportunity to experience the Italian brand which, until that moment, was certainly on their list of choices. The campaign, anchored in human behaviour understanding, delivered an increase of 150 percent in Maserati test drives, and importantly, a 10 percent conversion in sales.
- Augmented reality in e -commerce may easily be the key for sitting on the throne of the online market. Two fundamentally different approaches for implementing AR in the retail industry: in-store and out-of-store. Experience AR through handheld devices, wearable such as AR glasses, or special AR hardware including smart interactive mirrors, fitting rooms, shop windows, etc. Augmented and virtual reality (AR / VR) technology can be used both at the store and beyond to assist customers in finding the right products or services for them. The augmented reality (AR) technology — not hand drawn but very real, which the software adds an additional layer of information to real-time, using the real world, user location data and information about the actual world objects. AR/ VR may change the entire world and e-commerce will not be an exception, i.e., we shall consume any information in a new way — including shopping.
- 1. AI Will Be Optimising Humans’ Work Artificial Intelligence will be used to optimise the client acquisition and client retention campaigns created by humans – Abandoned Cart Email Campaigns, Birthday Messages, Win-Back Campaigns, etc. There will be AI tools that optimise the frequency and timing of our email campaigns too. 2. Humans Will Have To Supervise AI’s Work While Artificial Intelligence is optimising our work, humans will be analysing the results of these programs and decide if our algorithm choices are working. Our analytics work will have to draw conclusions whether the machines we use are paying off. 3. Humans Will Have More Time For Creative Work As AI is going to take over a part of our responsibilities, we’ll have more time to spend on the creative side of our projects, leaving the routine, data-heavy tasks to the algorithms. 4. AI’s Responsibilities Will Increase With Time The more we use AI and the smarter it gets, the more confident we’ll be in its abilities, letting it fine-tune our email campaigns, segment email lists and personalise content. 5. AI Will Take Over Data-Heavy Tasks AI is going to take over the more data-heavy R&D tasks, while it won’t be able to perform that well when creativity and originality is required. The more human tasks that require fine arts skills, social and cultural understanding or expressing compassion will still be performed by the email marketers and web designers. 6. Artificial Intelligence Will Help With Big Data As client data grows every day, AI will be a handy tool to analyse, understandand act upon Big Data. Understanding Big Data will make you more competitive and will allow you to generate maximum value from your email marketing efforts. 7. AI Will Be Smart Enough To Nurture Leads Itself As soon as a user shows interest in your product, the AI will initiate a “conversation”. This email communication will sound if conducted by a human. The AI will stay in contact with the prospect as long as needed to close the sale or achieve another conversion goal. 8. AI Will Allow Exponential Growth Only the use of Artificial Intelligence will allow email marketers to go beyondthe results they achieve today with content personalization and segmentation. Not just that, but the use of AI will increase marketers’ results exponentially, allowing them to reach the full capacity of their email marketing. 9. Artificial Intelligence Will Allow Optimisation At Scale All routine tasks will be handled by AI, which will all you to optimise your campaigns at scale. It’ll be processing data, that would otherwise require hundreds of man-hours to digest, instantly. This will allow small, technically savvy teams to thrive in the digital marketing domain. 10. At Some Point AI Will Begin to Respond to Emotions AI will be associating emotions to the words recorded in its database. At some point it will begin to understand your clients’ emotions and sentiments and will be able to put together compassionate, truly human replies. Conclusion The early adoption of Artificial Intelligence in email marketing will allow you to gain a crucial lead before your competition. Don’t shy away from AI solutions. Instead, embrace Artificial Intelligence and use it to positively affect your work, achieve your goals faster and make your team more creative and productive.
- In a day and age where traditional means of advertisements are failing, and social media is ever-growing, content marketing seems to be the way to go for marketers. Customers have ever-increasing demands and are no longer satisfied with traditional means of advertisement. They don’t just want to be informed, they want to be engaged, entertained. People are constantly surrounded by advertisement whether they realise it or not. And the trick is to stand out enough to convince the customer to choose your brand. Lately, this has come in the form of personalised content, and 2017 seems to be the year when we can longer opt out of this trend. In the current environment customers have come to expect personalised content. From Amazon’s recommended purchases, to Netflix’s what to watch next queue, to your name on a Starbucks coffee cup. These days everyone experiences it all around them. But why should you invest time and money in this trend? People are more likely to buy from you According to MarketingProfs, personalised content marketing actually directly influences sales, with companies using the strategy seeing an increase of 19% in their sales. Customers are no longer satisfied with a simple email telling them about a sale going on. They want exclusivity. Marketers are doing this by sending out personalised offers. These can be based on location, previously purchased items, as long as it relates to the specific customer. Anything that shows the company cares, and pays attention to you. Doing this successfully can incentive customers and increase their purchases. They will keep coming back to you if you provide a good enough experience. Standing out from the crowd In 2016, 89% of B2B businesses use at least some form of content marketing to engage their customers, and this number is only expected to grow in 2017 (content marketing institute). This means it becomes increasingly relevant to stand out from your competitors. Just have great quality content is no longer enough, everyone else can do that too. So what better way to stand out than to make customers feel as special as possible? If customers are giving the choice between a standardised email, or a unique personal offer, the latter will always be more attractive. Create a better image When it comes to creating a truly great brand, customer experience is everything. You want customers to associate the best possible thoughts, ideas and feelings with your brand. And again, this is where personalised content comes into the picture. What better way to leave a great impression than making the customers feel as valued as possible? Showing them you care by giving them personalised recommendations and sending emails that feel tailor made. It gives the customer a positive perception of the brand, making them more likely to purchase from them, and spread the word. Customers are willing to pay As it turns out, customers aren’t just more likely to buy your products, they will pay more for them too! They truly value a great personalized experience. If that means paying a little more, so be it. A survey from the content marketing institute suggests that 77% of customers will recommend, or pay more for a brand that provides a personalised experience. The better and more personal the experience, the greater the customer’s willingness to spend money on it. If the experience feels exclusive enough, customer will be willing to pay exclusive prices. Of course, in the end, it comes down to one thing, revenue. And if anything, personalisation has proven itself on that front. Customers love feeling like they are the only one you care about. And if done correctly, personalisation will pay for itself, making it a worthy investment.
- Following through with relevancy into a landing page can significantly increase results They reduce bounce 93% see uplift in conversion Only 44% marketers are doing this!