Email marketing trends 2014
- 1. Email Marketing Trends 2014
Tim Watson
Email Marketing Consultant
Zettasphere Ltd
Six Trends to follow and use to increase the value of Email Marketing
Digital Marketing Priorities 2014
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- 4. Poll: How will your Email Marketing budget
change in 2014?
Decrease budget proportion on email marketing
Keep spend proportion unchanged
Increase proportion on email marketing
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- 7. Achieving Acceptance of Increased Pressure
Targeting - based
on behaviour
Trigger Emails
Blended Automation
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- 9. Real Time Geo-target Behaviour
Click rate increase 80% over previous year campaign
Source: Moveableink
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- 17. Poll: Are You Involved in Offline Activity?
We don’t have any offline activity
I’m not involved in offline
Involved as stakeholder
Have responsibility for offline
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- 20. SMS-2-Subscribe
3.3x more email addresses than publishing a URL
Case Study and Solution details http://www.zettasphere.com/SMS-2-Subscribe/
Source: Zettasphere
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- 22. 9 minutes spent daily on email using a mobile device.
7.6% of the total 119 minutes of phone use per day. O2 –
“Mobile life report” UK (2013)
Population 6.9 billion
PCs 1 billion
TVs 2 billion
Mobiles 5 billion
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- 23. Email Client Share of Opens
30%
25%
20%
15%
10%
5%
0%
Source: October 2013 emailclientmarketshare.com
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- 24. Device Habits
How do you buy something you saw in an email on your phone?
Source: DMA UK Email Tracking Report 2013
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- 28. Responsive Possibilities
Hide content on a
mobile
Change font sizes
Change email width
Resize images
Re-stack row modules
into columns
Re-stack horizontal
navigation links into
vertical button panel
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- 30. Is it Worth it?
Split test of 12 brands of same creative/offer.
True test of responsive vs. non-responsive
Client Sector
Mortgage
Education
Education
Cash Advance
Cash Advance
Health Insurance
Credit Card
Credit Card
Credit Card
Retailer
eRetailer
Online Dating
Responsive Click
Rate Uplift
23%
15%
6%
8%
7%
12%
3%
6%
20%
-2%
2%
5%
Average 8.75% increase
Source: Zetainteractive mobile strategy
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- 31. Ensure a Safe Landing
Mobile orders up 98%, Conversions 20%
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- 32. Poll: How Mobile are Your Emails?
Not necessary for us
Work fine as they are
Plan to re-design for mobile in Q1
Re-design low priority for us currently
Have been specifically re-designed
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- 39. Recency (Open Reach) not Open Rates
Monthly Campaign
Size
Open Rate
Click Rate
Opens
Clicks
50,000
15%
5%
7500
2500
Fortnightly Campaigns
Size
Open Rate
Click Rate
Opens
Clicks
50,000
12%
4%
6000
2000
50,000
12%
4%
6000
2000
12000
4000
Totals
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- 44. Summary – questions please!
Follow me on Twitter @tawatson
Email me at twatson@zettasphere.com
Email Marketing tips
www.zettasphere.com/signup
Open Reach Whitepaper
http://www.zettasphere.com/the-problem-withclassic-email-campaign-metrics/
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