The Adestra and Econsultancy Email Marketing Industry Census highlighted some key areas of how email marketing has changed over the last five years, but also areas where marketers feel they need to improve. In this case study led session Andrew will cover the four key areas of the report highlighted as the future of email marketing: Deliverability, Automation, Relevance & Social Media. The presentation will contain real world examples showing the strategy behind them, how they were implemented and what made them a success.

1. Andrew Abram Account Director Andrew.abram@adestra.com Future of Email Marketing

2. Introductions Deliverability Automation Relevance App/tablet integration with email Agenda

3. Me: 6 years Email & Digital Marketing experience Adestra: Advanced email marketing platform supporting 4,500+ marketers Creative, design and build services Deliverability analysis Training and consultancy A little bit about…

4. Who We Work With

5. Deliverability

6. 64% of respondents believe clean and up-to-date lists are key to deliverability Deliverability

7. Few organisations are adopting a focused, strategic approach to deliverability…

10. Data collection

11. Improvements Welcome Programme?

13. Preference centre High quality data Better targeting Linked automatically to dynamic templates held in ESP Helps when looking to get sender score certification

14. Reactivation campaign

15. Inbox placement of 98.8% Weekly news emails increase of 3% clicks on attempted Results

16. Automation

17. More than half of companies say that disconnected systems/technologies are the single biggest barrier to effective email integration.

20. Website to email

21. Haymarket

22. Reduction in email campaign creation by 80%. Click through rate of 22%. Results

23. Relevance

24. Sorry, no picture this time....

25. Barriers to Effective Email Marketing

26. Who? RM – leading supplier of software and hardware to UK & EU schools Why? Large shift from face-to-face to ecommerce sales Needed to increase ROI from email campaigns without spending extra time on them Target ROI 12:1 What? Reactivate lapsed customers Increase underperforming customer groups Targeted using historical transactional and email behaviour Real-time link up with analytics and email responses to further trigger campaigns RM Education

27. Analyse historical email data for non openers and purchases over past 6/9/12 months Analyse previous transactional history for up-sell, cross-sell and new products Pair with target audience (Heads, teachers, specialist subjects) Total of 156 segments Strategy

28. Reactivation - heads Dynamic wording based on job role

29. Cross-sell Dynamic wording based on job role Content based on previous purchase of ‘Mobile 1’

30. Abandoned basket

31. Results

32. Mobile / App integration

33. Companies not doing or even planning to do…

34. Who? BBC Worldwide Magazines BBC Focus Magazine leading technology and science title Why? BBC rolling out heavily to digital magazines targeted at the tablet market Expected large uptake in subscribers An additional stream of email subscribers for marketing and cross sell What? API integration with digital magazines/apps Linked to a welcome programme for cross sell One time API integration rolled out to other titles BBC Worldwide

35. There has been an 81% growth in mobile email viewership in the last 6 months People are more likely to view your email on a mobile device over the weekend iPad email viewership has increased 15% in just a few months Source: Return Path – the future of mobile messaging http://www.returnpath.net/downloads/reports/returnpath_thefutureofmobilemessaging.pdf BBC Worldwide

36. BBC Worldwide

37. Results

38. Constantly monitor your deliverability Spend less time sending and more time analysing and testing Look at what work you seem to replicate and see if there is a way for you to streamline these processes Speak to your ESP about your campaigns and where content is generated You have data at your fingertips – spending time planning your strategy to deliver relevant content can reap great rewards Plan for Mobile – use it as a multi-model way of pushing subscribers to digital content and gaining new email subscribers. Test what works In Summary