Email is Still Crucial to Marketers
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Transcript of Email is Still Crucial to Marketers
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why Email Is Still Crucial For Marketers Alyssa Nahatis | Director of Deliverability & Account Management Aurélie Lepley | Product Marketing Manager
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Alyssa Nahatis Director of Deliverability & Account Management [email protected] Twitter: @ANahatis
Aurélie Lepley Product Marketing Manager [email protected] Twitter: @AurelLep
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Key Takeaways
How industry trends are shaping your email
strategy.
1 How to take your email
program to the next level.
2 How Adobe clients increase their email
ROI.
3
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How industry trends are influencing your email
strategy
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Email helps you to transform your
marketing strategy into a money making
machine
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Email Ranks # 1 in ROI Compared To The Other Channels
6
Source: the Power of Direct Marketing, Direct Marketing Association, 2011-2012
Return on every dollar invested
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Top Challenges for Email Marketers
7
Marketers’ Top Challenges
Email-only visibility vs. 360-degree view of customer interactions with brand
51%*
* Percentage of respondents naming this as their No. 1 challenge. Source: DMA and Adobe Study
Ability to automate an entire email campaign with multiple touchpoints
41%
Ineffective connection with the other tools that help inform your job (analytics, content, testing, and creative)
38%
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Email Marketers Demand MORE Than a Traditional ESP Can Offer
2/3
of marketers are less than satisfied with their email
marketing efforts
Source: DMA and Adobe Study
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Email Marketers Needs
9 9
Individual customers, individual campaigns
CROSS-CHANNEL EXECUTION
REAL-TIME INTERACTION MANAGEMENT
OPERATIONAL REPORTING
VISUAL CAMPAIGN ORCHESTRATION
INTEGRATED CUSTOMER PROFILE
TARGETED SEGMENTATION
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Customers Who Replaced Their ESP / Marketing Automation Solutions
10
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How to Take Your Email Program
to The Next Level
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge
• Show Customers You Know Them • Take Benefit of The Remarketing
Taking your email programs to the next level
• Onboarding • Triggered Messaging • Rendering
• Responsive Design • Real-time Inbox • Disabled Image Dilemma
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Onboarding
13
Onboarding starts with the opt-in
Clear language
Only collect what you’ll use
No pre-checked boxes
Provide a welcome message Remind how they got onto list
Share the benefits
Frequency of contact
Link to preference center
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Triggered Messaging
14
Examples of triggered messaging Birthday email Based on past purchase Abandoned shopping cart Event follow-up Seasonal/holiday
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Email Rendering
15
Use rendering tools to view your emails
Browsers
Email clients
Devices
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Responsive Design
16
Emails are deleted that don’t render properly
Adobe Campaign offers responsive design templates
61% of emails opened on mobile devices
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Contextual Marketing
17
Right time Right place Right offer
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The Disabled Image Dilemma
18
Most ISPs disable images by default
Include hosted online version
Make it easy to say good-bye
Ensure your call to action appears even without images
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What determines Deliverability?
20
Sending Reputation: Technical Configuration
Low Complaints
Good Data Quality
High Engagement
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Best Practices: Know Your Data
• Know your data
• Active & engaged list
• Reduce frequency to inactives
• Data quality/hygiene
• Segment
• Test
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Best Practices: Content
22
Prominent call to action
Pre-flight content check
Subject lines
Balance graphics & text
Include address and opt-out link
Consider responsive design
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How Adobe clients increase email ROI
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge
• Show Customers You Know Them • Take Benefit of The Remarketing
Adobe Clients taking their email programs to the next level
• Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge
• Tailor Content for Each Customer & Context • Show Customers You Know Them • Take Benefit of The Remarketing
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Follow The Customer Through The Consumer Lifecycle
25
Increase in conversion rates:
+10 points
20% Proven contribution from Marketing to
revenues
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Trigger Emails at Key Moments
26
Personalized emails invite customers to rate products
Push promotional offers
Open rates exceed average
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Trigger Emails at Key Moments
27
Customer
L’Occitane (Sent by automatic email at D+2)
L’Occitane
Customer
Recovery action: Trigger customer service call to improve customer
experience
Training: Train store managers on
improving customer experience
Brand advocate: Develop marketing
actions to keep them loyal and develop
business
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Put Your Customers In Charge
28
Offer frequency options
Include option to opt-down
Maintain Rich Preference Center
Offer Multi-Channel Communication Options
Don’t just Collect Data, Use it!
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Gray Content Area Layout
29
For use with full-screen images or diagrams that look good on gray
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Show Customers You Know Them With Personalization
30
Open rates increased by
537%
Click-through rates nearly doubled, going from
25% to 48%
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Show Customers You Know Them With Personalization
31
Dynamic cross-sell copy specific to content type of purchase (book, newsstand, etc.)
Personalized recommendations based on purchase history
Original Revised Transactional Email Personalization
Digital Purchase Confirmation Email
Linked Sales
Increased 67% YOY
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Do Not Miss The Remarketing Opportunity
32
32
Source Shopping Cart Abandonment: Online Retailer’s Biggest Headache Is Actually Huge Opportunity. Business Insider, May 2014.
71% of shoppers abandoned
online shopping
$4 trillion of merchandise
left in online shopping carts
40% open & 20% click
from remarketing email within
3 hours
8% cart abandoners grow cold after
an hour
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
2.5x
1 Hour 2 Hours 3 Hours
Do Not Miss The Remarketing Opportunity
1x
24 Hours
Industry Baseline
Increased Remarketing Conversion Creepy? Optimized
Lift
+60% Revenue
Source: Business Insider Intelligence, April 2014
Real-Time remarketing shows an opportunity of
2.5x lift
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Key Takeaways
Capitalize on data to optimize emails.
1 Provide tailored content for each
person & context.
2 Follow customer
through their lifecycle.
3
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Total Economic Impact™ Of Adobe Campaign
• North America Retail Customer • Benefits included:
• Improved customer engagement • Incremental revenue • Email cost effectiveness • Data and system consolidation
• Available now: • adobe.com/go/CampaignROI
ROI
INCREM. REVENUE
NET PRESENT VALUE
PAYBACK PERIOD
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Source: Forrester Research, Inc.
35
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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