A review of where email is going by looking at where it has come from. Are the lessons of the past relevant for the future? And what technology, innovation and consumer insight is driving change in the email channel.

1. Today and tomorrow in the world of email

2. to look forward
we must also look back

3. the influence of activities from the past……

5. why does your organisation engage in
email marketing?

6. what would you tell your CFO if
challenged on your budget?

7. email expert group research

8. Email activity insights
Core questions:
1.
Calculating value of email addresses
2.
Calculation of ROI
3.
Investment prioritisation
4.
Allocation of ROI
5.
Most important area of email marketing
6.
Percent of marketing plan
7.
Purpose of email
8.
Internal capabilities
9.
Level of sophistication
10. Email database strategy

9. Of the following investment which one will be prioritised?

10. What’s the most important area of email marketing?

11. What is your purpose of sending out emails?

12. Describe the level of sophistication of your email marketing

13. Summarized…
It’s interesting that 63% of respondents say that the
main purpose of their emails is to build engagement,
but they also say the most important area of email
marketing is actually effectiveness, not engagement.
Something that is effective to an organisation may not
be engaging to consumers.

14. Summarized…
Allocation of ROI across media is another interesting
point. 42% said they have a model that allocates
across different media which is positive. 42% said
first click wins and 6% said last click wins. If you
are only using one channel then fair enough. If not,
then are you devaluing other channels that you are
using?

15. Summarized…
Email marketing is used primarily to build brand
engagement with the customer.
This makes sense, as email can be a highly
customizable and personalized form of
communication, and can be seen in the level of
sophistication in their email marketing.

16. strategic role of email….

17. we’re all direct marketers

18. …so we have the keys
to the kingdom….

19. we need to talk the language of business

20. how we should prioritise and focus

21. once $50,000 = 30,000 (mail packs)

22. now its more like 1,000,000 (emails)

23. so where is the targeting and how do we
prioritise effort?

24. all things are not created equal
Targeting
Execution
Proposition
Reference: Drayton Bird

25. Execution
Targeting
Reference: Drayton Bird
Proposition

26. Timing
Execution
Proposition
Targeting

27. role of data

28. balancing data with insights…
nice to know a lot of things, but what does it actually mean?

30. targeting
segmentation is what brings us together, not what sets us apart….

31. Hype Cycle….

32. what are we measuring – and why?

33. “Most direct marketing is junk. It’s
dumb because it’s lazy marketing, it’s
void of data insights and has no clear
targeting, no clear offer, and no real
reason for customers to take those offers
up because often it doesn’t reflect what the
brand stands for,”

34. “This is an industry that still talks about the
fact that a 2% response rate is a good
result. But that’s a 98% non-response
rate. So it’s not good enough.”
Mark Buckman B&T 2009

36. h"p://www.vision6.com.au/pdfs/2013-­‐Jan-­‐June-­‐Email-­‐Metrics-­‐Report.pdf

37. the bigger the audience
the worse the results?

38. is this a volume or a value play?

39. h"p://blog.datalicious.com/top-­‐5-­‐email-­‐markeFng-­‐benchmarks-­‐australia-­‐world/

40. role of creativity

42. Foreword….
For many years there have been two
contrary points of view on campaign
creativity: some think that creativity and
effectiveness are mutually exclusive, that
creativity somehow ‘gets in the way’ of
business performance. Others argue that
they are mutually dependent, that
creativity drives long-term commercial
returns.
This piece of research definitively proves
the latter…
Andy Pontin, CEO, Clemenger BBDO

43. key findings…

44. Creativity to boost effectiveness
Don’t regard creativity as a last resort.
Creatively awarded campaigns tend to be for smaller brands in
more challenging categories – they are often born out of
disadvantage, but their benefits apply to all.

45. Creativity to boost effectiveness
If you measure success over the short term (less than 6 months)
you will not see the benefits of creativity: it does not drive
effectiveness over the short term.

46. Creativity to boost effectiveness
Creativity has a particularly strong beneficial effect on price
sensitivity, allowing brands to harden pricing. This has a strong
boosting effect on profitability and is its key virtue.

47. Creativity to boost effectiveness
Customer acquisition campaigns are much more effective at
driving growth than loyalty campaigns. This is especially true of
financial services and packaged goods, but applies universally.

48. Creativity to boost effectiveness
Attack is the best form of defence: aggressive share targets
produce more effective campaigns than defensive ones.

49. Creativity to boost effectiveness
Campaigns that make use of diverse broad-reach channels are
more effective. This is further evidence of the false logic of tight
targeting.

50. Creativity to boost effectiveness
Campaigns that drive sales most powerfully over the short term
are not the same as those that do so over the longer term,
because the ways each work are different. Most importantly,
optimum short-term response campaigns do not reduce price
sensitivity: the major engine of long-term profit growth.

51. testing….

52. Building a test plan – and integrating that
into the purpose…
Test what. And how….

54. The impact of the word “subscription”?

55. DECREASED
conversions by
22.9%

56. Multivariate tests…
h"ps://whichtestwon.com/intelliquotes-­‐email-­‐mvt-­‐test

57. Results?
• As this was a multivariate test, the team was able to measure how
each of the three elements tested influenced results.
• At 45% the headline copy had the greatest conversion influence.
• The button/call to action was second at 30%,
• The image had the lowest influence at 25%.

58. Version A increased click-throughs
by 52% at a 95% confidence rate.

59. Impact of timing on results
h"p://whichtestwon.com/archives/22482

60. Sent at 9am vs sent at 1pm
•
EST – 12.5% lift in opens
•
CST – 100% lift in opens
•
MDT – 35% lift in opens
•
PST – 4,090% lift in opens

61. impact of mobile

62. are you ready?
The opportunity to connect with your customers at the right time and drive
sales / enquiries / conversion / brand engagement has reached a junction
where customer readiness, device function and retailer has aligned…

64. In the past six months how many times, if at all, have you used
your smartphone to make a purchase from a mobile website or
using a mobile app?

68. the future…

69. driven by innovation, technology or
customer need?

70. In September alone….
•
460 categorised as Primary
•
186 categorised as Social
•
1159 categorised as Promotional

73. things to consider

74. Develop a clearly defined
channel
purpose.

75. Creativity is
vital.

76. Ideas over
execution.

77. customer
data for insights
not just as a mail list.
use

78. Test.
Test. Test.
everything & anything

79. Cheap doesn’t always
equal
effective.

80. Design for mobile
first.

82. Thanks.
e: phil@apparent.com.au
tw: @phillipsmith
www.apparent.com.au | content in the context of the audience