Delivering email innovation: Morgan Stewart
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Research from The Relevancy Group suggests that while a clear majority of companies claim innovation in email marketing is a priority, far fewer have a formal methodology for driving innovation in their programs. Which begs the question: What do companies mean when they talk about innovation? Is innovation only about implementing the newest technologies? Simply an aspiration? Or is there something more?
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Delivering email innovation: Morgan Stewart
- 1. DRIVING EMAIL INNOVATION IN YOUR ORGANIZATION Adestra Email Summit Los Angeles November 28, 1018
- 2. Trendline Interactive © 2018 81% say Email Marketing Innovation is important. Innovation is a priority for Email Marketers.
- 3. Trendline Interactive © 2018 From the following list, please select the innovations that you plan to make to your email marketing efforts in the next 12 months? (Select All) Source: The Relevancy Group Executive Survey n=301, 8/17, U.S. Only. Real-Time Data, Machine Learning and Content Optimization Top Planned Innovations Question:
- 4. Trendline Interactive © 2018 How important is innovating your email program? Do you have a controlled methodology for testing and implementing new innovations? Source: The Relevancy Group Executive Survey n=301, 8/17, U.S. Only. Importance of Innovation Does Not Correlate with Adoption of Innovation Methodology Question: 26% Gap
- 5. Trendline Interactive © 2018 - Antoine de Saint-Exupéry “A goal without a plan is just a wish.”
- 6. Trendline Interactive © 2018 Innovation Framework Vision Measure Implement Ownership Resources Budget
- 7. Trendline Interactive © 2018 VISION Iterate to innovate.
- 8. Trendline Interactive © 2018 Management ExpectationsPERFORMANCE T I M E
- 9. Trendline Interactive © 2018 Innovation Launch Subscriber Excitement Subscriber Fatigue Management Disappointment PERFORMANCE T I M E Typical Cycle of “Email Innovations”
- 10. Trendline Interactive © 2018 PERFORMANCE T I M E Focus less on the BEST idea… Focus more on rapid and consistent EXECUTION of good ideas.
- 11. Trendline Interactive © 2018 OWNERSHIP Expand the circle.
- 12. Trendline Interactive © 2018 Innovation Framework Only 30% of employees strongly agree that their opinions seem to count at work Source: Gallup, State of the American Workplace Strongly agree that their opinions seem to count. Aren’t standing up and sharing what they see, and how it can improve because they feel leadership won’t listen.
- 13. Trendline Interactive © 2018 How Innovation Really Works The best innovators treat innovation like a lead funnel 1. Scale – more participants. 2. Frequency – more ideas. 3. Engagement – more people evaluating ideas. 4. Diversity – more kinds of people contributing.
- 14. Trendline Interactive © 2018 Prioritize Big Wins
- 15. Trendline Interactive © 2018 RESOURCES Buy resources through efficiency.
- 16. Trendline Interactive © 2018 Paradigm Shift in Perspective ABOVE THE LINE: GROWTH BELOW THE LINE: EFFICIENCY
- 17. Trendline Interactive © 2018 BELOW THE LINE Drive Efficiency (Operational Excellence) ABOVE THE LINE Drive Growth (Testing & Innovation) Efficiency Key to Enabling Innovation Establish foundation on operational excellence. 1 Test. Innovate. Grow.2 › Message optimization › Contact optimization › Segment optimization › Personalization › Creative optimization › Channel integration › SL and content testing › Accelerated insights › Deliverability › Data management › Systems integration › Campaign production › Templates & Triggers › Quality Assurance › Automation › Reporting
- 18. Trendline Interactive © 2018 Discipline is the Key to Efficiency Original Error Free Fast Efficient SlowRisky Efficiency does not mean: • Boring • Constricted • Low quality/impact Efficiency requires: • Template use • Advance planning • Challenging need for “novelty” in EVERY Email
- 19. Trendline Interactive © 2018 Majority of Companies 70% of effort on production 30% of effort on innovation Email Innovators 30% of effort on production 70% of effort on innovation VS
- 20. Trendline Interactive © 2018 Banfield Pet Hospitals • Flexible Template System streamlines production • Promotional email production time cut in half • Time redirected to building journeys
- 21. Trendline Interactive © 2018 Under Armour • Automated production of daily emails • Cut production time from a day to minutes • Time redirected to improved insights
- 22. Trendline Interactive © 2018 La Quinta Inn & Suites • QA & approval processes reduced through use of dynamic content • Stakeholder time reduced by 2/3 • Time redirected to additional testing
- 23. Trendline Interactive © 2018 MONEY Time saved does not equal ROI.
- 24. Trendline Interactive © 2018 “Hey boss! I just figured out a way to cut the time it takes me to do my job in half!”
- 25. Trendline Interactive © 2018 “Hey boss! I’ve been reading the 4-hour Workweek! I’ll check in about this time next week.”
- 26. Trendline Interactive © 2018 - Marlies Roberts, SVP, Marketing Operations Grand Circle Travel “You need to convert time into money. After changing my story from ‘We saved X hours per month’ to ‘The efficiencies we have put in place have allowed us to create and send X more targeted campaigns per month with an average revenue of $Y per email,’ I got management’s attention..”
- 27. Trendline Interactive © 2018 IMPLEMENT Test big! Limit risk.
- 28. Trendline Interactive © 2018 Testing to small audiences opens opportunities 5% - Test 95% - Control 50% - Test 50% - Control 5% - Test 95% - Control Adopt Test Version Reject Test Version Significant Positive Results? Significant Positive Results? Significant Positive Results?
- 29. Trendline Interactive © 2018 MEASURE Evaluate against YOUR KPIs
- 30. Trendline Interactive © 2018 Use of Analytics in Decision Making < 50%
- 31. Trendline Interactive © 2018 Invest in the ability to evaluate performance quickly
- 32. Trendline Interactive © 2018 ORGANIZATIONAL FEAR Address the largest barrier to innovation head on.
- 33. Trendline Interactive © 2018 Marketers look outside for innovation Factors That Determine How Marketers Invest/Innovate in Marketing Programs How do you determine what you choose to invest in and innovate in your marketing program? (Select All) Source: The Relevancy Group Executive Survey n=301, 8/17, U.S. Only. v Question: 10% 13% 16% 27% 34% 38% 41% 43% 0% 10% 20% 30% 40% 50% Case studies from industry events and webinars Utilize our gut but don't have a formal process Do not have any structured method Have an innovation team that makes these decisions Utilize outside consultants and agencies to help us make these determinations Beta test new vendors before we commit to a longer-term contract Build ROI models that provide a likely return scenario Rely on industry analyst research
- 34. Trendline Interactive © 2018 Absence Of Conflict
- 35. Trendline Interactive © 2018 “Without trust, with out vulnerability, conflict becomes politics. ‘I’m trying to manipulate you to win.’ But with trust, conflict is nothing more than the pursuit of truth or the best possible answer” – Patrick Lencioni
- 36. Trendline Interactive © 2018 Embrace Conflict (with Respect)
Editor's Notes
- 59% of CMOs consider email a very or extremely important marketing channel, especially for customer acquisition objectives seeking to convert lower-funnel prospects
- 59% of CMOs consider email a very or extremely important marketing channel, especially for customer acquisition objectives seeking to convert lower-funnel prospects
- False belief that senior management knows better than the “workers”. Truth: the closer you are to your customers, the more opportunity you have to see customers’ need.
- For example, the company challenged its employees to find ways to serve customers better. Among the problems that surfaced was the difficulty of inspecting a particular aircraft part overnight. The inspection process typically took eight hours. The company’s customers – airlines – found this frustrating because sometimes planes land late and need to take off early. As the service techs understood, the problem wasn’t actually the inspection. It was the process of threading the camera inside the aircraft part to inspect it. That took seven hours. The subsequent inspection took one. An administrative assistant at the company who was familiar with the airlines’ complaints responded to the challenge. She had recently seen the Tom Cruise movie Minority Report. She posted an idea, wondering, “Why can’t we send a robotic spider into the part, like the ones in the movie?”
- Innovation Management – now an industry. Spigit, Planbox, Hype Innovation
- 59% of CMOs consider email a very or extremely important marketing channel, especially for customer acquisition objectives seeking to convert lower-funnel prospects
- Interdependence between Strategy and Operations… neither is effective without the other.
- Let me highlight how a couple Trendline clients have introduced efficiencies that are allowing them to focus more attention on Innovation in their email programs.
- 59% of CMOs consider email a very or extremely important marketing channel, especially for customer acquisition objectives seeking to convert lower-funnel prospects
- 59% of CMOs consider email a very or extremely important marketing channel, especially for customer acquisition objectives seeking to convert lower-funnel prospects
- Test with small groups. This is an easy way for any Marketing Manager to make an impact.
- 59% of CMOs consider email a very or extremely important marketing channel, especially for customer acquisition objectives seeking to convert lower-funnel prospects
- Speaking of data visualization, According to the CMO survey… dispite all of the talk about measurement. To much talk about measuring and making informed decisions, but the REALITY is that most are made on gut feel.
- Must establish your own KPIs. Measure every Innovation by the same set of criterion… Botton line. Do not trust self reported data from vendors.
- Comfort is the great enemy of creativity. Fear within organizations is insidious. Cloaking itself in values that appear good.
- False belief that there is someone out there that knows better than we do. Truth: noone knows your organization or your circumstances like you do.
- Story of Alice Stewart & George Kneale, physician who discovered that xrays caused a higher rate of childhood cancer for babies who’s mothers had an x-ray during pregnancy. This challenged all sorts of conventions in the 1950s and while the evidence was clear, she faced incredible resistance. X-rays were believed to be beneficial. Doctors believed they helped patients, not harmed them. She embraced the help of a statistician named George Kneale--who considered his job to prove Dr. Alice Stewart wrong. Only by creating conflict and challenging the idea she was right could he give her the confidence she needed to know she was right.