Key Email Trends European Marketers Need to Know in 2016
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Digital marketing guru Dr. Dave Chaffey proves why email as a marketing channel is definitely not dead. He looks at the latest email trends along with tips on how to keep your email channel healthy for 2016.
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Key Email Trends European Marketers Need to Know in 2016
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- 3. 3 About Dave Chaffey • Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 Million global unique visitors each quarter. Expert members in over 80 countries use our RACE planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing • Trainer and consultant in Digital Marketing since ’97. Digital strategies developed with brands like 3M, BP, Euroffice, Mercedes, HSBC, Tui, Royal Canin (Mars Group), Microsoft and Tilda • Author of 5 bestselling Digital marketing books
- 4. 4 BENCHMARK YOUR EMAIL CAPABIBILITY Take your email to the next level with our 5 point interactive scoring tool and download: http://bit.ly/smarteremails
- 5. 5 ONE. WHY EMAIL MARKETING STILL MATTERS How to take your email to the next level: http://bit.ly/smarteremails
- 6. 6 Email Marketing Still Rocks! Customer Acquisition by email has quadrupled over the last four years. Source: Custora Pulse
- 7. 7 Email has an average ROI of £38 for each £1 spent. Source: DMA annual benchmark report – published in 2015
- 8. 8 But getting interaction is CHALLENGING Source: Smart Insights compilation of Email Statistics
- 9. 9 TWO. THE LATEST TRENDS TO CAPTURE YOUR AUDIENCE How to take your email to the next level: http://bit.ly/smarteremails
- 10. 10 5 KEY EMAIL MARKETING CAPABILITY QUESTIONS DO YOU PROACTIVELY MAXIMISE AND OPTIMISE WEBSITE SIGN-IN DO YOU USE DYNAMIC CONTENT IN THE SAME TEMPLATE FOR DIFFERENT AUDIENCES CAN YOU SEND EMAILS BASED ON SUBSCRIBER ACTIVITY ON WEBSITE DO YOU SEND EMAILS TO > 5 DIFFERENT AUDIENCES IS YOUR EMAIL MOBILE RESPONSIVE
- 11. 11 Pop-ups still work really well (unfortunately) Source: Kath Pay on Smart Insights
- 12. 12 Our experience = it works! Test example from Convert.com
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- 16. 16 Maximising options to grow your list Lucky Voice / Tim Watson Zettasphere Case study
- 17. 17 THREE. HOW TO DRIVE LIFECYCLE ENGAGEMENT How to take your email to the next level: http://bit.ly/smarteremails
- 18. 18 5 KEY EMAIL MARKETING CAPABILITY QUESTIONS DO YOU PROACTIVELY MAXIMISE AND OPTIMISE WEBSITE SIGN-IN? DO YOU USE DYNAMIC CONTENT IN THE SAME TEMPLATE FOR DIFFERENT AUDIENCES? CAN YOU SEND EMAILS BASED ON SUBSCRIBER ACTIVITY ON WEBSITE? DO YOU SEND EMAILS TO > 5 DIFFERENT AUDIENCES? IS YOUR EMAIL MOBILE RESPONSIVE?
- 19. 19 Poll
- 20. 20 Smart Insights Autumn 2015 research
- 21. 21 SKILLS Area : Marketing Automation Skills to be developed: Designing rules-based email sequences Lead scoring Email targeting and testing Testing web-based personalisation options Predictive analytics
- 22. 22 Our experience at Smart Insights with using dynamic content? Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6%
- 23. Don’t batch, trigger Open rates at 49.6% higher than batch and click rates are 135.8% higher than batch Trigger Based On What They Do
- 24. 24 5 KEY EMAIL MARKETING CAPABILITY QUESTIONS DO YOU PROACTIVELY MAXIMISE AND OPTIMISE WEBSITE SIGN-IN? DO YOU USE DYNAMIC CONTENT IN THE SAME TEMPLATE FOR DIFFERENT AUDIENCES? CAN YOU SEND EMAILS BASED ON SUBSCRIBER ACTIVITY ON WEBSITE? DO YOU SEND EMAILS TARGETED TO > 5 DIFFERENT AUDIENCES? IS YOUR EMAIL MOBILE RESPONSIVE?
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- 26. 26 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
- 27. 27 FOUR. EMAIL COMMS STRATEGY How to take your email to the next level: http://bit.ly/smarteremails
- 28. 28 5 KEY EMAIL MARKETING CAPABILITY QUESTIONS DO YOU PROACTIVELY MAXIMISE AND OPTIMISE WEBSITE SIGN-IN? DO YOU USE DYNAMIC CONTENT IN THE SAME TEMPLATE FOR DIFFERENT AUDIENCES? CAN YOU SEND EMAILS BASED ON SUBSCRIBER ACTIVITY ON WEBSITE? DO YOU SEND EMAILS TARGETED TO > 5 DIFFERENT AUDIENCES? IS YOUR EMAIL MOBILE RESPONSIVE?
- 29. 29 SHOCKING TARGETING?! Source: DMA annual benchmark report – published in 2015
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- 31. 31 Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Content insertion Automation example Monthly Planning Framework Source: Harriet Mitchell Smart Insights Digital Impact conference
- 32. 32 The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
- 33. 33 SCHOCKING FREQUENCY?! Source: DMA annual benchmark report – published in 2015
- 34. 34 FIVE. THE LATEST TRENDS IN EMAIL CREATIVE How to take your email to the next level: http://bit.ly/smarteremails
- 35. 35 5 KEY EMAIL MARKETING CAPABILITY QUESTIONS DO YOU PROACTIVELY MAXIMISE AND OPTIMISE WEBSITE SIGN-IN? DO YOU USE DYNAMIC CONTENT IN THE SAME TEMPLATE FOR DIFFERENT AUDIENCES? CAN YOU SEND EMAILS BASED ON SUBSCRIBER ACTIVITY ON WEBSITE? DO YOU SEND EMAILS TARGETED TO > 5 DIFFERENT AUDIENCES? IS YOUR EMAIL MOBILE RESPONSIVE?
- 36. 36 Mobile First!
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- 38. Page 38© Marketo, Inc. 3/10/2016 Previous Template – All Views Desktop: Tablet: Mobile:
- 39. Page 39© Marketo, Inc. 3/10/2016 New Template – All Views Desktop: Tablet: Mobile:
- 40. Page 40© Marketo, Inc. 3/10/2016 The Results: 27% Higher Unique Clicks 28% Higher CTR 31% Higher Click/Open
- 41. 41 Back to plain text on Apple Watch Litmus State of Email 2016 report
- 42. 42 …Mobile first? Source: Litmus Dec 2014
- 43. 43 Make you first 3 CTAs count! Source: Litmus Dec 2014
- 44. 44Marketo 2015: Email lookbook
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- 46. 46Marketo 2015: Email lookbook
- 47. 47Marketo 2015: Email lookbook
- 48. 48Marketo 2015: Email lookbook
- 49. 49Marketo 2015: Email lookbook
- 50. 50 Take your email to the next level! http://bit.ly/smarteremails
- 51. 51 Thanks for listening Questions & discussion welcome here or in our forum on SmartInsights.com Free, Basic member tools Managing Digital Marketing 2014 report Managing Customer Experiences 2014 report Sample planning templates Planning infographics www.smartinsights.com/membership Premium, Expert member learning 7 Step Guides to all digital marketing DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership/expert- member-reasons Personal Discount! DAVESAVE20 uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/ Email trends capability assessments Download: http://bit.ly/smarteremails
Editor's Notes
- Rule #2 – Engage with your audience BASED on what they do This means watching what your customers/audience are doing and act on that. A trick for this is focus on trigger emails and move away from batch emails. See example marketers need to make a shift from engaging people based on just who they are (demographic) to actually what they do (behavior driven). What people do and don’t do What webpages are they looking at / not looking at What emails are they opening or clicking / not opening What actions are they taking / not taking
- With that, we took a closer look at the email templates we were using at Marketo. As you can see, things looked pretty good until we got to a tablet size. The issue here was that we weren’t able to accommodate every screen size. So as the email would transition down from desktop to mobile phones, we’d experience a slight break in the banner on the tablet sized version. BUT we had tested this email template using Litmus to verify that it rendered well across the majority of browsers and devices. We were confident very few people would see the version in the middle. BUT… We saw this as an opportunity to explore developing a new template that will help us in the long run. And in a world that’s going mobile, we felt that we had to do this sooner rather than later. So, we made some corrections and crafted a new template that we felt would perform well across all devices, platforms and browsers.
- So taking all of that advice, here are the brand-new templates! We tested them against the ones I showed you two slides ago. They use the media queries we just covered, increase the font size from 16pt to 20pt on mobile phones, and ensure that the CTA remains large above the fold. Are you ready to see the test results?? Drumroll please!
- Okay, these results were super, SUPER cool because these emails looked so similar from the start. The new template with more mobile ability increased unique clicks by 27%, increased the click-through-rate by 28% and increased the click/open rate by 31%! All of these numbers are statistically significant! What I want you to take away from this is a couple things: Mobile responsive is no longer a nice-to-have but an absolute must-have! It’s not always about the copy or the fun creative images. Think of the template as the vehicle that gets your email to where it needs to be. If that vehicle isn’t working well, your email won’t perform to it’s full potential! Invest some time into optimizing your templates and every single email you send WILL perform better.