Email tracking report 2014
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Data protection 2013
Friday 8 February
#dmadata
Supported by
Email tracking report 2014Tuesday 4 November 2014@DMA_UK #dmaemail
Sponsored by
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Welcome
David Reed, Editor, DataIQ
Sponsored by
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Research
Emma-Jayne McEwan, Head of Media Channels, DMADavid Cole, Managing Director, fast.MAP
Sponsored by
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EMAIL TRACKING REPORT 2014
David Colemanaging director
fast.MAP
Emma-Jayne McEwanhead of media channels
DMAInsight partner Sponsor
#dmaemail
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Email tracking in numbers
879
2consumers
surveyed
data collected over 6
112 questions
asked
waves
600event
attendee
s
Insight
partner
Sponsor
406
0views/downloads
for email tracking
reports and
infographics
#dmaemail
5years
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Insight partner Sponsor
Press coverage#dmaemail
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Insight partner Sponsor
Quiz#dmaemail
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The gap between marketers and consumers can be huge…{CONSUMERS}
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The gap between marketers and consumers can be huge…{CONSUMERS} {MARKETERS}
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Insight partner Sponsor
fast.MAP#dmaemail
• Online market research agency
• Work across all marketing communication sectors
• Marketers working in research –considerable client-side experience
• Have our own research panel
• Regularly featured in the UK marketing press
• Insight Partner to the DMA, IDM, IPM
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{SHIFTING SAND}
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“You must constantly change
and adapt to a new environment”
Jong-yong YunSamsung's chief executive
1996 - 2008
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Insight partner Sponsor
Tracking reports#dmaemail
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Insight partner Sponsor
#dmaemail
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Insight partner Sponsor
Today#dmaemail
• How research was done?• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
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Insight partner Sponsor
Methodology#dmaemail
• 19 questions were submitted via an online self-completion questionnaire
• Response comes from fast.MAP’s Consumer Panel
• The survey was despatched Thursday 25th
September and stayed open until Thursday 2nd October
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{1061 surveys}
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{86 hours of surveys}
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Insight partner Sponsor
Quality control#dmaemail
image and answer randomisation acceptable survey completion time intelligent routing
closed panel by invitation only constant requalification of the panel limit frequency of interviewing
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Insight partner Sponsor
Tweeters…#dmaemail
#dmaemail
#dmaemail
#dmaemail
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Insight partner Sponsor
Today#dmaemail
• How research was done?• Intense media competition - email’s performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
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Insight
partner
Sponsor
Preferred method of contact – existing relationship – 2014 #dmaemail
RESULTS PREVIEW Friday 7th November
2014/2015 – 10th annual edition – first launched in 2005
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Insight partner Sponsor
Preferred method of contact – existing relationship – 2014 #dmaemail
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be contacted at all
Direct Mail
2011
2012
2013
2014
Source: Results preview, fast.MAP Marketing GAP Report 2014/2015
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Insight partner Sponsor
Preferred method of contact – existing relationship – 2014 #dmaemail
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be contacted at all
Direct Mail
2011
2012
2013
2014
Source: Results preview, fast.MAP Marketing GAP Report 2014/2015
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Insight partner Sponsor
Preferred method of contact – existing relationship – 2014 #dmaemail
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be contacted at all
Direct Mail
2011
2012
2013
2014
Source: Results preview, fast.MAP Marketing GAP Report 2014/2015
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Insight partner Sponsor
Preferred method of contact – existing relationship – 2014 #dmaemail
3%
6%
3%
5%
4%
5%
17%
38%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No Preference
Mobile Phone Call
SMS messaging
Social Media
Telephone
Would prefer not to be contacted at all
Direct Mail
2011
2012
2013
2014
Source: Results preview, fast.MAP Marketing GAP Report 2014/2015
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Insight partner Sponsor
2012 – 60% over one hour per day#dmaemail
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Insight partner Sponsor
#dmaemail
How much time do you spend on email at home?
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Insight partner Sponsor
35% spend over 2 hours a day on email and home. 33% spend less than an hour
#dmaemail
35%
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Insight partner Sponsor
Over half of people do not spend any time on their emails at work
#dmaemail
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Insight partner Sponsor
#dmaemail
Q1. How many minutes do consumers spend on email each day at home per day?
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Insight partner Sponsor
Email holds it own against other media #dmaemail
Average hours spent on email
per day
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Insight partner Sponsor
Today#dmaemail
• How research was done?• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
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Insight partner Sponsor
How many email addresses do you have? #dmaemail
?
?
?
?
?
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Insight partner Sponsor
How many email addresses do you have? #dmaemail
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Insight partner Sponsor
There has been a rise in the number of people with more than three email addresses
#dmaemail
33% have 3+ emails in 2012
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Insight partner Sponsor
There has been a rise in the number of people with more than three email addresses
#dmaemail
33% have 3+ emails in 201235% have 3+ emails in 2013
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Insight partner Sponsor
There has been a rise in the number of people with more than three email addresses
#dmaemail
33% have 3+ emails in 201235% have 3+ emails in 2013
40% have 3+ emails in 20132014
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Insight partner Sponsor
#dmaemail
Q2. How many consumers retrieve relevant emails from their junk/spam folder once every week?
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Insight partner Sponsor
People see their email address as having a long life-span –81% keep for 5 years or more
#dmaemail
3%
1%
1%
5%
9%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
0-3 months
4-7 months
8-11 months
1-2 years
3-4 years
5+ years
Typically for how long do you keep an email address active?
Sep-14
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Insight partner Sponsor
Why is data stability important ? #dmaemail
• ICO using 6 months as need to shelf life of permission
• DMA Customer acquisition barometer 2014 – consumers think 6 months is acceptable period
• If re-permissioning becomes law in 2016/7 digital marketers will have a record to communicate through
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Insight partner Sponsor
Today#dmaemail
• How research was done• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions?• Profile matters increasingly• Why do people sign up? • How people respond• The implications
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Insight partner Sponsor
Mobile phones are used for ‘e-mail triage’ – to read subject lines, browse and delete
#dmaemail
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Insight partner Sponsor
#dmaemail
Mobile phones are used for ‘e-mail triage’ – to read subject lines, browse and delete
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Insight partner Sponsor
#dmaemail
Mobile phones are used for ‘e-mail triage’ – to read subject lines, browse and delete
![Page 46: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/46.jpg)
Insight partner Sponsor
How are people’s habits changing on different devices to access email?
#dmaemail
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Insight partner Sponsor
#dmaemail
How are people’s habits changing on different devices to access email?
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Insight partner Sponsor
#dmaemail
How are people’s habits changing on different devices to access email?
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Insight partner Sponsor
#dmaemail
How are people’s habits changing on different devices to access email?
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Insight partner Sponsor
#dmaemail
Q3. On average, how many consumers delete
emails within a day of receiving them?
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Insight partner Sponsor
Today#dmaemail
• How research was done?• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
![Page 52: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/52.jpg)
Insight partner Sponsor
#dmaemail
Age is a heavy factor in decision to purchase immediately on phone ( but still only 12% 18-24 will)
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Insight partner Sponsor
#dmaemail
25 – 54 year olds wait until on PC to purchase
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Insight partner Sponsor
#dmaemail
20 x more 65+ do not have a mobile phone compared to 18-24
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Insight partner Sponsor
#dmaemail
Q4. If consumers see something they want to
buy in an email on their smartphone, how many
will buy it straightaway from their smartphone?
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Insight partner Sponsor
#dmaemailMales are more likely to have multiple email addresses, females have one main account
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Insight partner Sponsor
#dmaemail
Females are more likely to use one email address
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Insight partner Sponsor
#dmaemail
Females are more likely to use one email address
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Insight partner Sponsor
#dmaemail
The Golden record
David Reed
“Understanding when the email address provided is the “golden record” could be one
of the most worthwhile data profiling exercises any digital marketer undertakes.”
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Insight partner Sponsor
Coming up…#dmaemail
• How research was done?• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
![Page 61: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/61.jpg)
Insight partner Sponsor
#dmaemail
Figures are similar to 2012 in number of emails people are receiving from trusted brands
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Insight partner Sponsor
#dmaemail
Money-off discounts, liking the brand, being a regular customer, trust and free gifts incentivize
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Insight partner Sponsor
#dmaemail
Trust in the brand and a clear and concise data protection policy give consumers confidence
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Insight partner Sponsor
#dmaemailTrust in the brand and a clear and concise data protection policy give consumers confidence for handling their data
These two factors were considered the most important in
the 2012 Data Tracker
Which of the following options are most likely to convince you that a brand will handle your personal data responsibly?
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Insight partner Sponsor
#dmaemail
What influences consent ?
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Insight partner Sponsor
Coming up…#dmaemail
• How research was done?• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
![Page 67: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/67.jpg)
Insight partner Sponsor
#dmaemail
People are most likely to click-through, save the email or bear in mind for a later date
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Insight partner Sponsor
#dmaemail
Increasingly phones used to read/open email
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Insight partner Sponsor
#dmaemail
Website click through down
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Insight partner Sponsor
#dmaemail
Q5. Which of the following email characteristic was least likely to engage consumers?
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Insight partner Sponsor
#dmaemail
Top #5 Highlights
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Insight partner Sponsor
#dmaemail
Top #5 Highlights
1. Email holds it own against other competitive media – 2 hours home, 1 hour at work 2014 . (Marketers are different!)
2. Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines
3. 1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes.
4. Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvt stats.
5. Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%
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Insight partner Sponsor
#dmaemail
Top #5 Highlights
1. Email holds it own against other competitive media – 2 hours home, 1 hour at work 2014 . (Marketers are different!)
2. Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines
3. 1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes.
4. Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvt stats.
5. Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%
![Page 74: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/74.jpg)
Insight partner Sponsor
#dmaemail
Top #5 Highlights
1. Email holds it own against other competitive media – 2 hours home, 1 hour at work 2014 . (Marketers are different!)
2. Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines
3. 1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes.
4. Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvt stats.
5. Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%
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Insight partner Sponsor
#dmaemail
Top #5 Highlights
1. Email holds it own against other competitive media – 2 hours home, 1 hour at work 2014 . (Marketers are different!)
2. Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines
3. 1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes.
4. Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvt stats.
5. Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%
![Page 76: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/76.jpg)
Insight partner Sponsor
#dmaemail
Top #5 Highlights
1. Email holds it own against other competitive media – 2 hours home, 1 hour at work 2014 . (Marketers are different!)
2. Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines
3. 1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes.
4. Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvt stats.
5. Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%
![Page 77: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/77.jpg)
Insight partner Sponsor
Today#dmaemail
• How research was done?• Intense media competition - email’s
performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications
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Insight partner Sponsor
#dmaemail
Implications
Attribution - Invest more resources to keep track of the fragmenting customer journey
Experience - Optimise consistent experience across multiple devices
Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales
Profile - Identify the golden record
Team sport - Email marketing is complex – work with experts
![Page 79: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/79.jpg)
Insight partner Sponsor
#dmaemail
Implications
Attribution - Invest more resources to keep track of the fragmenting customer journey
Experience - Optimise consistent experience across multiple devices
Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales
Profile - Identify the golden record
Team sport - Email marketing is complex – work with experts
![Page 80: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/80.jpg)
Insight partner Sponsor
#dmaemail
Implications
Attribution - Invest more resources to keep track of the fragmenting customer journey
Experience - Optimise consistent experience across multiple devices
Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales
Profile - Identify the golden record
Team sport - Email marketing is complex – work with experts
![Page 81: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/81.jpg)
Insight partner Sponsor
#dmaemail
Implications
Attribution - Invest more resources to keep track of the fragmenting customer journey
Experience - Optimise consistent experience across multiple devices
Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales
Profile - Identify the golden record
Team sport - Email marketing is complex – work with experts
![Page 82: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/82.jpg)
Insight partner Sponsor
#dmaemail
Implications
Attribution - Invest more resources to keep track of the fragmenting customer journey
Experience - Optimise consistent experience across multiple devices
Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales
Profile - Identify the golden record
Team sport - Email marketing is complex – work with experts
![Page 83: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/83.jpg)
Insight partner Sponsor
#dmaemail
Implications
Attribution - Invest more resources to keep track of the fragmenting customer journey
Experience - Optimise consistent experience across multiple devices
Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales
Profile - Identify the golden record
Team sport - Email marketing is complex – work with experts
![Page 84: Email tracking report 2014](https://reader033.fdocuments.in/reader033/viewer/2022052905/55864507d8b42a962c8b51e7/html5/thumbnails/84.jpg)
Insight partner Sponsor
#dmaemail
Find out more…
Full report & infographic:
Download from fast.MAP and DMA website
10th Marketing GAP:
10 Free seats for Friday’s fast.MAP Marketing GAP event!
To book email me at my 10 year and only email address: [email protected]
Gaining Consent – Thinking inside the box DMA
Tuesday, 18th November 2014
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A year in email at the Guardian
Maya Bull, Head of CRM, Guardian News & Media
http://www.slideshare.net/SarahWright/a-year-in-email-maya-bull
Sponsored by
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Q&A
Adam Williams, Managing Director, DBS DataMatt Simons, Director, e-MagineBlueYashraj Jain, Senior Research Executive, DMAMaya Bull, Head of CRM, Guardian News & Media
Sponsored by
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Closing comments
David Reed, Editor, DataIQ
Sponsored by