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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Email Marketing Trends 2020
Komal Helyer
VP Marketing, Pure360
Digital Marketing Priorities 2020 brought to you by

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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

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Intro to Komal
• Over 20yrs email experience
• DMA Email Council Member & Chair of the learning & development
hub
• Awards judge - eCommerce awards & DMA Awards
• Worked for global brands - HSBC, M&S Bank, Carphone Warehouse,
Screwfix and Black & Decker
• Award winning - Corporate Woman of the year @ Business Women’s
Excellence awards
• Mentor & Coach

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Agenda
• About
• What do consumers think?
• The Trends
• Customer Centric
• Technology advances
• Creativity
• Psychology
• The basics!

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What consumers think...
• Consumers prefer email as a marketing channel - Twice as much as any other channel -
46% compared to 26% for post
• GDPR continues to reassure consumers about how brands treat their personal data. -
42% - BUT - 34% still say they often wonder how a brand got their email address!
• The average consumer has around two personal email addresses and one for work.
• However...Only 13% of people say over half of marketing emails are useful.

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What about the content?
• 65% - Want Discount and offers relevant
to them
• 59% - Want e-receipts from stores
• 43% - Want notice of new
products/services and sales relevant to
them
• Offers : Relevance : Usefulness are the 3
prevailing reasons for their favourite
emails

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What do they do next?
When on a desktop
• 29% - Click on the email
• 25% - Save the email for later
When on a smartphone:-
• 14% - Buy straight away
• 35% - Go to the website - not via the email
• 13% - Go to the app
You can see here that email attribution could be difficult

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Customer centric

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Netflix and chill…?
Hello KomalThey know who I am
The content is generic

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Deep personalisation
Contextualised
Highly personalised

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The Guiding Principles
Trust + Relevance + Usefulness
=
Customer Centricity

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The investment business case...
Database is 50,000
If you were to send non targeted emails. Revenue from email =
£1.4m (£28 on average per customer)
However if for 15000 you were able to deliver deeper targeted
messages. Your new revenue would be:-
25000 @ £42 per customer = £1m
25000 @ £28 per customer = £700k
New revenue from email = £1.7m (an extra £300k)
The cost - s/w & services - £50,000
That’s 6 times ROI!

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Understanding your audience
Demographic
RFM

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Strategy : Tactics

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Be Useful...
Apart from product recommendations… there are ways in which
personalisation can deliver useful messages for the consumer
1. Post purchase receipts - easy to access
2. Post purchase content - about the
product you’ve bought
1. Replenishment and renewal

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Be Trustworthy...
84% consumers want to be treated as a person … and not a number.
However, there is a fine line between keeping relevant and being creepy.
1. Be Sensitive to strangers
2. Plan for when your data could be incorrect
3. Be clear on how you are using their data
4. Always check back on the rules and campaigns

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When it goes wrong...

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Technology advances

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Ai across the lifecycle

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Application of personalisation at scale

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AI supercharging personalisation
1. Personalisation of content and offers
2. Subject line optimisation
3. Predictive targeting
4. Personalised send times

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Other things to think about...
1. 5G
2. AMP
3. Voice?!

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Creativity

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3D Imagery to create depth

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Animation

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AMP
Make email more engaging, relevant and interactive

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AMP

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AMP

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Psychology

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The 6 principles of persuasion
1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Liking
6. Social proof

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The language of love...
“A general ‘law of least effort’ applies to cognitive as well
as physical exertion. The law asserts that if there are
several ways of achieving the same goal, people will
eventually gravitate to the least demanding course of
action...laziness is built deep into our nature”
Daniel Kahneman

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Language that Persuades
1. Repetition
2. Scarcity
3. Benefit led
4. Use power words
5. Mirror the customer

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The basics

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Objectives!
Over half of marketers do not
have clearly defined goals

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Welcome emails
Only 57% brands send welcome emails
Yet they are the most responsive emails you will send.

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The from address & subject line...

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Test, Test and Test again!

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In Summary

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To Summarise
1. Consumers want to receive marketing via email
2. However they still don’t feel it is useful enough
3. As marketers we can do better
4. Remember the golden rules of customer centricity
a. Trust
b. Relevancy
c. Usefulness
5. Use the technology advancements available to you
6. Remember that creativity and psychology will help you deliver greater
wins
7. Don’t forget the basics

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Questions
Questions