6 Email marketing trends for 2014 Tim Watson of Zettapshere presented these trends at a webinar for Smart Insights Digital Marketing Summit 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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2. Recommended channel hub page:
www.smartinsights.com/email-marketing

3. About me
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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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5. TREND 1 – MORE EMAIL
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6. Year on Year Trend Continues Up
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7. Achieving Acceptance of Increased Pressure
 Targeting - based
on behaviour
 Trigger Emails
 Blended Automation
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8. Behaviour Driven Content
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9. Real Time Geo-target Behaviour
Click rate increase 80% over previous year campaign
Source: Moveableink
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10. Basket Abandon
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11. Amazon Browse Abandon
Source: Zettasphere
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12. Category Browse Abandon
Source: MarketingSherpa
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13. Triggered by App Use
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14. Blended Automation
1
2
3
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15. Publishers monetize
‘Google like’ Ads in email
Source: LiveIntent
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16. TREND 2 – OFFLINE GETS DIGITAL
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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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18. Emailed Receipts
Almost 40% of in-store customers walk out with an electronic receipt
Source: Yreceipts
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19. Hawkin’s Bazaar Capture Customers
Source: emocial
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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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21. TREND 3 – MAJORITY MOBILE
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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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25. 1: Skinny
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26. 2: Scalable
Desktop
Mobile
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27. 3: Responsive
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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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29. New Tricks
Static call to action
Source: CampaignMonitor
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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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33. TREND 3 - VIDEO
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34. Video
How effective is video email marketing in your organisation?
Source: Web Video Marketing Council
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35. Majority use Still Frame and Play button
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36. Personalised Video
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37. TREND 4 – OPEN RATE RETIRES
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38. Open Rate Retired as a Business Metric
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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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40. TREND 5 – INTELLIGENT INBOXES
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41. Can They Make Email Better?
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42. Gmail Tabs – The Verdict
Source: ReturnPath
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43. One Thing NOT to Worry About
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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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