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Email Marketing Outlook - 2014
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Email Marketing Outlook For 2014
Shar VanBoskirkVice President, Principal Analyst
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Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
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© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Email attitudes continue to climb
Base: US online adultsSource: North American Technographics Online Benchmark Survey, Q3 2012
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Users engage with promotional email
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© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Email is one of the most-used tactics Which of the following tactics does your company use?
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
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Marketers are well-satisfied with its performance
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
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© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Marketers expect to increase email budgetsHow much do you expect your budgets for the following to increase or
decrease in 2014?
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
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Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
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Most email messages fail
Base: 70 email marketing programs
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They fail to balance two fundamentals
1) User needs
2) Business goals
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A few programs show this balance at work
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Customers are now always addressable
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13© 2012 Forrester Research, Inc. Reproduction Prohibited
“Multichannel households average household spend of $832, versus just $385 for pure contact center and $360 for pure online.”
--Epsilon Targeting
“Multi-channel banking customers result in cross sells of up to five products per customer compared to below two for single channel banking.”
--Accenture
Multi-channel customer are more valuable
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Marketers want Integrated Messaging
Communications coordinated across
channels and platforms that focus on
driving desired behaviors, improving
outcomes, and maximizing value for
customers and marketers.
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No vendor supports comprehensively today
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Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
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Move toward Customer Decision Management
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Take an adaptive approach to data
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Enable unified experiences
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Offshoring can help
› Reliability• Error-proofing• Infrastructure resilience
› Speed of innovation• More capabilities• Faster development
› Scale• Broader support for more tech requirements• Efficient high performance
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In summary
› Email continues to be the most cost-effective way to engage customers
› Most email programs today fail
› User expectations are on the rise
› Vendors today can’t comprehensively support marketer needs
› Offshoring can support email vendor innovation…
› …If email vendors select partners that specialize in creating efficiency and discovering opportunities
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Thank youShar [email protected]
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High Impact Programs
Golden Window Campaigns
Global Lifecycle Management
Remarketing Initiatives
Sweepstakes
Social Influencer
360 Customer view
Multi-variate testing
o
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Critical Factors
Subscriber Measures
Event based campaigns
Reseller Marketing
Product review management
Service Variance
Process
Throughput
Delivery Model
Segmentation & Personalization
Security
Performance Management
Content & Data Management
Innovation
Scale Reliability
OffshoringMaturity
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Program Engagement
On-boarding
Campaign Operations
Analytics & Reporting
Monitoring
Point Solutions
Re-platforming
INNOVATION SCALE RELIABILITYOFFSHORINGIMPACT & EASE
ESPSERVICES
Data Management Warm up – Steady state campaigns
Segmentation & Targeting Personalization
24*7 Monitoring & Support Performance Optimization
Campaign Stats & ROI Platform Usage
Enterprise app development Platform Integration
MatureGrowing
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About
Founded in 2000.Xtreme Offshore
Specialist offering
technology services
State-of-the-art Development
Centers in Chennai, India
200+ global engagements across USA,
Europe & APAC
Long standing customer
relationships (>99% retention)
Specialized offerings around
eMarketing, eCommerce,
Business Analytics and CRM
8+ Years building & managing Offshore programs for online businesses & ESPs
12+ Years building core competence around Internet Technologies
13+ Years working with Mid-Market Enterprises
Service Delivery Models adopting Distributed Agile & Follow The Sun approach
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eBusiness
Contact
India
Lister Technologies (P) Ltd.SP Infocity, 8th Floor,#40 Dr. M G R Salai, Kandanchavadi,Perungudi, Chennai – 600096Tel : +91 44 45992000
USA
Lister Inc.78080 Calle AmigoSuite 208La Quinta, CA 92253-8964Tel : + 1 760-832-5060
www.listertechnologies.com