Email is not dead, it is still very much alive and kicking. The reason it is so successful is that it enables you to have a one-to-one dialogue with each of your customers, at scale. This means personalization on a mass scale. At this time of the year it is vital for us marketers to start preparing for the new year ahead. Some of the things you will need to consider in your 2018 emailing are GDPR and the transactional email experience. Some of the email trends that we foresee in 2018 are: interactive emails, data driven emails and 121 emails. Here are some tips on what you should do to ensure you are ready for the new challenges your business will be facing.

1. Integrated Live 2017
How To Get Email
Right In 2018
Josie Scotchmer
@josiescotchmer

2. 2
Marketing TransactionalAutomated

3. The Importance of Email
72%
of consumers say EMAIL is
their preferred channel
Marketing Sherpa, 2015
73%
Marketers rank EMAIL ROI
as ‘good’ or ‘excellent’
Econsultancy, 2016
£30.01
Average ROI from email
for every £1 spent
DMA, 2017
3

4. uk.mailjet.com
Email is the platform
most people think we
will definitely still
use in 10 years’ time.
Mailjet, 2017
Is Email Here To Stay?
4

5. 01
The missed opportunity with transactional
email
The future of email marketing
02
03
What GDPR means for email marketing
What
you’ll
learn
today

6. What GDPR
Means For
Email Marketing
01

7. Why Does GDPR Matter For Email Marketing?
• It is how you
communicate and interact
with your customers
• It is what anyone visiting
your brand can see
• Easiest way to tell if you
are compliant and if you
respect your customers’
rights
7

8. Clear
Concise
Unambiguous
Consent
8
How Does GDPR Effect Email Marketing?
Growing
Your
Contact
Lists

9. Unbundled
Active opt-in
Granular
Named
Documented
Easy to withdraw
No imbalance in the relationship
What Consent Looks Like
9

10. Clear Consent
With double opt-in and a clear path to opt-out
10

11. • Run a competition
• Run a Facebook retargeting campaign to a custom audience
• Run re-engagement campaigns and clean your list
• Call your subscribers
• Gather consent in-store
BEWARE, YOU CAN’T BREAK ONE RULE TO PREPARE FOR ANOTHER
How To Deal With Existing Subscribers
11

12. 12
Marketing
Automaton
How Does GDPR Effect Email Marketing?
Data
Profiling

13. What Data Are You Profiling?
• Internet and browsing history
• Education and professional data
• Data from existing customer relationships
• Driving/location data
• Buying habits
• Social network information
• IoT
13

14. • Giving individuals control of their data
• Good customer service
• Puts your customers first
• Improve engagement
• Improve brand reputation
• Increases trust
• Competitive advantage
Benefits Of Being GDPR Compliant
14

15. Financial Risk
Penalties of up to 4% global
revenue or €20 million,
whichever is greater.
McKinsey
Business Impact
Can your cloud solution
providers present history
of your client’s data in
a reasonable time?
Client Retention
Changing your double opt-in
policy is not enough. Where is
your clients’ data stored?
What Happens If You Don’t Comply With GDPR
15

16. The Resources You Need
Head to: www.mailjet.com/gdpr
16

17. 02
The Missed
Opportunity With
Transactional
Email

18. 93% of consumers would
consider choosing a rival brand
following a negative
transactional email experience.
https://www.mailjet.com/blog/guide/transactional-research-report/
18

19. The Pain Points
Emails that contain poor spelling and grammar
Emails that contain sensitive data
Emails that don’t visually look like the brand’s website
Emails that arrive in your SPAM folder, Promotions/Other tab
Emails that are slow to arrive
19

20. What Consumers Look For…
36%Multiple emails, with updates
Emails read / navigate well
Speed of email delivery
On-brand emails
28%
24%
12%
20

21. Often A Opportunity Missed
8x
more engagement than
other email types.
Experian
6xmore revenue generated
from transactional email.
Experian
152%more click-throughs than
marketing emails.
Experian
21

22. Adding A Bit Of Marketing Flavour…
22
Leverage the potential opportunity and link your transactional emails
with other touchpoints in your brand experience.

23. 03
The Future
Of Email

24. Consumers Want An Easy Experience
36%Real-time and location-based
Emails tailored to products
Ability to shop within the email
32%
30%
24

25. Automation Creates An Experience Centric Approach
25
Customers no longer distinguish
between real world and digital touchpoint
Physical Store
Mobile Commerce Ecommerce Store Offline Experience Direct Mail
Print Advertising
Email
Social Media

26. Data
Driven
Emails
121
Emails
Interactive
Emails
The Trends To Watch In 2018…
26

27. The Future Of Email: Marketing Teams
Technology to the rescue…
Next 5 years
• Marketers to improve technology skills
• Integrations to bridge the gap
• The role of the CMO will be mostly
strategic and creative
27

28. 28
Mailjet: The All-In-One Email Service Provider
A team of experts
+ 130 employees globally
80% growth YoY
Global deliverability consulting
European Leader
+ 1.5B emails a month
+100,000 clients
A trusted technology
Email sending specialist
Marketing & transactional email
28

29. Questions

30. Thank You
Come share your email
challenges with us at
Stand 15.