What consumers want from email marketing in 2017
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The slide deck from Komal's presentation at TFM 2016, 28th September 2016. Discover what customers really want from email and how you can shape your email marketing to benefit all parties.
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What consumers want from email marketing in 2017
- 1. What do consumers actually want from email? Komal Helyer Head of Marketing at Pure360 @Pure360
- 2. About little about me… • Head of Marketing at Pure360 • 15 years email and digital experience • Worked with leading brands including HSBC, Carphone Warehouse and Black and Decker • @komal_helyer #pure360 #TFM16
- 3. Agenda • An introduction to Pure360 • Emerging technologies • What do customers want? • How? Komal’s Top 10 tactics for success • Key takeaways #pure360 #TFM16
- 4. About Pure360 • Marketing suite with email at its core for the mid-market • Our formula of a best of breed technology and maturity model framework is unique in the market • Taking our clients on a journey of improvement is at the heart of everything we do
- 5. 360 Marketing Suite for the mid-market Broadcast to as many people as possible Focus on lead generation, traffic, opens, and clicks Small database Limited resource Sending relevant targeted campaigns to demographic segments Focus on increasing revenue and engagement Struggling with disparate systems and databases Sending frequent targeted campaigns, product recommendations and upselling Focus on building relationships and loyalty Increasing use of data Reliant on IT resources for data management Struggling to achieve a single customer view Sending based on life cycle engagement and behavioural predictions Focus on retaining customers, increasing loyalty and generating scalable revenue Struggling to stay ahead of competition and to perfect automation capabilities
- 7. What do consumers want? • 1000 customers • What makes them click? • And why?
- 10. Exceed customer expectations with tech advances
- 12. Top 10 focus areas for 2017 1. Data 2. Simplicity in delivery 3. Personalisation is dead 4. Real time triggers 5. The importance of psychology 6. Email driving the customer experience 7. Cross channel engagement 8. Design & Creativity 9. Mobile first – the rise of the micro screen 10. Analysis – looking beyond the click
- 13. 1. Data is King
- 14. Understand your audience • Move away from a ‘one campaign to all’ • Create your key segments • Understand what appeals to them • Devise creative and offers based on segments • Erich your data through sign up forms, welcome campaigns and social sign up • Using a lightbox can improve data collection by over 400% (eConsultancy)
- 15. Integrate your data sources • Increase your open rates by 54% • Gain a single customer view for insight and deeper segmentations • Understand your customer behaviour across multiple channels • Increase sales – creating key segments • Turn prospects into repeat customers
- 16. Create engagement segments Consider how you measure email engagement and set the parameters
- 18. 2. Simplicity in delivery • Get straight to the point • Don’t confuse • Clear CTA’s • Strong bold imagery • Clear subject lines – no fluff!
- 20. 3. Long live RELEVANT personalisation! • Personalisation isn’t {-FirstName-} • Be creative with real time data • But…know your boundaries • 38% consumers hate emails “stalking” them • Be useful!
- 21. 4. Real time triggers • Going beyond the simple triggers of demographic data • Increase revenue with automated abandoned basket or browse campaigns • Use real time analytics to understand behavioural data • Create special offers or limited time vouchers • Use triggered messaging sequences
- 22. Changing behaviour using real time data • Lifecycle emails can increase loyalty, encourage customers back and improve LTV • Gamification will see brands rewarding for engagement • Turn behaviour into habit by congratulating milestones
- 23. A lesson from Tripadvisor Driving UGC Feel Good Prestigious awards Social Proof
- 24. • Why is email treated differently to other marketing channels? 5. The Psychology of Email
- 25. Intellectual – making a conscious decision based on facts Emotional – when your emotions are called into play to make decisions for you You have 3-4 seconds to get someone's attention in an email, probably less if viewing on a mobile device The two sides of the brain
- 26. A.I.D.A
- 27. • Authenticity – adds trust to your products and services by sharing testimonials • Transparency – be open about why you are communicating and what the benefits are to your products and services • Personality – tone of voice shows there is a real person behind the emails • A sense of community – do you use social media? • Scarcity – Drives urgency Emotionally connect: Key Ingredients
- 28. 90% of an assessment for trying out a product is made by colour and visuals alone Colours are key
- 30. • 80% of people that open your emails are only scanning the content • Images are absolutely crucial • Ensure images are relevant Images invoke powerful responses
- 32. 6. Email can improve the customer experience… By delivering value above and beyond the sale
- 33. 7. Cross Channel Engagement • Email will continue to be the linchpin through 2016 • The rise of the # • Create cross channel conversations • Use a combination of channels to improve email results
- 34. 8. Design becomes modular • Create module blocks that can be stacked – think lego! • Move away from templates that are rigid and often need updating • Ease of use, allowing hundreds of template iterations
- 35. Creativity • Relevance and context • Use countdown clocks to give urgency • Maps, weather forecasts increases context • Up to date stock levels and localised product information increases relevancy • Increase engagement with live content • Video increases engagement and its shareable value
- 36. Uber Creativity
- 37. 9. The mobile consumer • Design mobile first and ensure responsive across devices • Keep subject lines and copy short and concise • Use the pre-header • Ensure the journey is seamless • Create links into apps instead of in browser
- 38. 10. Analysis – beyond the click Identify which areas of your emails are getting the most attention and on what devices to understand what makes your recipients tick. Use this information in future campaigns for increased targeting. Across Device By location By Heat Map
- 39. Analysis – beyond the click
- 40. Key Takeaways Consumers want more relevant emails Technology advances means increased consumption of media – but also increased noise Understand your audience Keep it simple but be creative Relevancy and context can be delivered through real time content Use data to predict future behaviour Mobile is ubiquitous
- 42. Thank you! For more information on our email maturity model please visit http://www.pure360.com/email-maturity-model/ @komal_helyer @pure360 #pure360 #tfm2016 Visit Pure360 @ Stand T350
Hinweis der Redaktion
- Last year we launched the Maturity Model to the industry. The Maturity Model enables marketers to establish where you are in comparison to your competitors, and offers you short and long term goals to work towards, in an effort to advance your email marketing sophistication. It gives you: Benchmarking So that you can establish which stage of the Maturity Model you are and benchmark yourself compared to others within the industry. A Structured journey To allow you a ready-made, highly-structured journey to help you grow your email marketing strategy and sophistication. Goal setting By using the individual tactics in each email maturity stage, you are able to set goals to help you advance into the next level of maturity. Identifying missed opportunities Use the elements in each maturity stage to identify gaps in your email marketing strategy and start putting relevant process in place early on to improve and grow. Improve results As you reach your goals and move along the maturity journey you will see an improvement in your email marketing results and ROI We have spent significant time and resource researching the email marketing landscape, liaising with multiple industry thought leaders and delving into our own customer base to ensure our Email Maturity Model is the most industry-accurate, reliable and successful framework available to email marketers today. LOTS of research and resource has gone into creating the model. This isn’t just for our own customers, Pure360 has launched this industry wide.
- With every new year comes a landslide of predictions and trends to guide us. By 2020 it is predicted that the number of devices connected to the Internet will exceed 40 billion. Wearables will become ubiquitous. But in 2016 this market is still in its infancy and it will take time before marketers should really take consideration in planning. However, there is still data that can be used from these devices that will enable greater personalisation However with the consumer launch of the oculus rift we may start seeing adoption by first mover brands incorporating virtual reality into their customer experiences, especially reshaping ecommerce. From a marketers perspective there are a whole suite of solutions available that enable greater targeting, integrations of systems and data and cross channel autiomation.
- Marketers have long been searching for ways to connect and build relationships with consumers. In turn email has become a hotbed for personalised, chatty and sometimes fluffy content designed to forge a personal and friendly link between the marketer and the recipient. But has this quest for friendship backfired? Over-personalisation and getting too close, too soon, can cause significant brand damage. That’s why it’s vital that marketers understand exactly what kind of interaction customers expect and more importantly, what they respond most positively to. We interviewed 1,000 UK consumers and tested their reactions to popular email campaigns. What makes them click, and why?
- The holy trinity – working together can create true engagement – this is the blend of using Temptation, Relevancy and Clarity So number 1. Temptation Temptation was ranked as the most successful emotional trigger for email From our research we found that 2/3s consumers are more likely to open an email with subject lines that envoked an emotional response However Relevance is key.. Content that shows the brand understands the recipient is more likely to drive a response.. However they prefer no personalization at all. In this day and age, using a persons name has no discernable impact. So what is relevancy if we’re not talking about personalization? We’re talking about knowing what is relevant to a recipient at a specific time and understanding where they are in a particular sales cycle. By knowing this you can send them relevant campaigns based on this understanding but also identify their propensity to purchase something else. This leads us onto the third of our elements - Clarity Recipients want email to get to the point Research shows a preference for a direct, open approach rather than a soft sell hidden behind ‘friendship’ In fact 37% went as far as to call overly familiar emails, deal breakers.
- So what does success look like in 2017? What are the tactics that are really going to make a difference to your results?
- The ultimate goal as an email and digital marketer is to drive results through exceeding customer expectations by using the technology toolset to our advantage.
- But how? This in theory is all very well, but how can you see the wood for the trees and really know what will be the top trends for you to implement in 2017
- Today I am going to take you through a whistle stop tour through my top 10 focus areas for 2017
- We will start with and end with data today. It really is the pre-requisite to future email marketing success. Going back to the point I made earlier. Customers want to receive emails from you, but they want these to be personalised to their wants and needs. This can’t be achieved if you don’t have the data to drive this. The only way to achieve this is to integrate your data sources to enable an accurate customer view
- It may sound like a cliché – but unless you know your audience and segment them. You will remain at a batch and blast stage. Segmenting and creating specific journeys and campaigns can increase results buy nearly 40% And remember … Emails that try to appeal to everyone often appeal to no one. They lack context, personalization, and any trace of a human element. This is why segmentation is so critical to the success of your emails campaigns. Rather than struggling to write blindly for a faceless audience, segmentation by persona, location, gender, or age helps to narrow the focus. The one campaign to all approach is just not going to succeed any more.. Create key segments – whether that be groups of customers that behave a certain way Use content and offers that you know will appeal – your higher net worth customers may prefer a campaign that is aspirational and your more discerning customers may prefer offers Understand through using progressive profiling, with forms .. Using a lightbox can increase data collection by over 400%!
- Another powerful way to understand your audience is to start bringing together your data sources, from your offline data and your web data together with your email data can start helping you to truly understand what segments to create to build greater relevancy. This can seem really daunting, but start small and then build successes and keep adding..
- Even if you build segments from your email engagement alone – from your engaged to unengaged…
- Once you have achieved these segments you can start putting scenarios around how you wish to treat each group. Why treat them all the same. One simple segmentation – lots of personalised emails.
- One of the biggest things I have learned in my 17 years of marketing. Simplicity is absolutely essential… Some of the brands that are currently disrupting and demanding more consumer attention has simplicity and clarity at the core of their experience.
- So I think it is time that I address the elephant in the room. Earlier I mentioned that I thought personalisation is dead. Many of you may be wondering what I am talking about when for the past 5 years or more we have talked about the importance of personalisation. Well in my opinion it is dead, as we know it. Personalisation of first name just doesn’t cut it any more… so what is personalisation lets say 2.0..
- It is no longer first name … it is all about using data in ways that deliver value for the customer.. However remember that over personalising and big brother behaviour can turn the customer off. And keep it useful. Two examples here from Amazon and a leading clothing brand are using products to show other products they may like. This is based on data they have collected about products similar to those they have previously bought. Or even what other people like them have purchased in the past.
- Going beyond the simple triggers of demographic data such as birthday or anniversary emails Automated abandoned basket or browse campaigns significantly increase revenues Use real time analytics to understand who are most active on your website and email more regularly to others. Create special offers or limited time vouchers to move first time buyers to more regular
- Email is a great tool to allow you to change and direct consumer behaviour, not only guiding them to make purchases, but also to increase engagement in the brand. I just love these examples of brands that are just getting emails right in 2016 and I can’t wait to see what they are going to do in 2017. We have a real mix of use of gamification by RunKeeper and Trip advisor. With Netflix and Evernote sending emails that drive deeper engagement into the brand.
- I wanted to spend some time looking at just 4 of the types of emails that Tripadvisor send out. They send a ton more BTW, but these were really great examples that we can all learn from. At the beginning of your journey with them they spend a lot of time warming you up to the brand and nurturing you into visiting some of the places you are researching. When they are at the point of assuming that you are ready they start asking you to generate content for them. This requires investment from the consumer, once they have given it – they are pretty much hooked into your brand. They then move to a feel good email if you have reviewed one of their Travellers Choice places they seek to make the consumer proud. Once you start reviewing, the gamification kicks in and notifications of rewards come in – the psychology of this should not be overlooked. With their FB integration you are able to view where your friends have been and what they have reviewed. They even go as far as to put their friends names in the subject line! This social proof email really encourages you to review more. These are just a handful of the fantastic emails Tripadvisor are sending out that really are great.
- Psychology is used for TV, billboards, radio, magazines, etc. but not often considered before designing our emails.
- We are faced with tons of decisions to make each day, advertising and marketing surrounds us. Inboxes are full to the brim, mobiles are pinging – so the part of our brain that makes decision is generally the instinct. So with psychological factors influencing email behaviour it is hard to ignore them.
- A - Get peoples attention! - Use your ‘from name’, subject line and the ‘pre-header’ text to get attention I - Raise their interest by focusing on and demonstrating advantages and benefits – pre-header text, headings, titles, images and videos D - Convince them that they desire what you are offering them, and that the product or service will satisfy their needs – use your subject line, images, videos and body of the email to achieve this A - Lead them towards taking action! Links, buttons and icons arranged properly will allow people to act
- Create content around what makes your segments tick – each will respond in a different way Use social proof. Consumers are 63% more likely to purchase when given ratings and reviews Use real time scarcity content from your site in emails The MarketingProfs email is inspiring and will encourage those that are driven to want to have the same opportunities to be as successful as the person in the content. Booking.com does a great job of instilling scarcity in their emails by using messaging to advise how many people are looking at the holiday/hotel
- So let’s consider these two emails – hands up if you thought the green button won… hands up if you think the red? Consider simple A/B tests – website, emails, call to actions What does each colour mean? Red won by 21%!!
- Change in the call to action language saw a massive increase in click through rates. Focus now is about getting people onto the site to then donate. Due to the nature of what they do and the causes they are trying to fight, they want to create more of a journey for their users Images of people invoke a more powerful emotional response.
- Email is a great channel to help deliver a great customer experience. Using email as an extension of your product offering enables you to deliver greater value to the consumer. Langham Hotel Twitter
- Online, First Direct launched a series of direct response adverts and brand adverts across a significant amount of digital media. The campaign messages were refreshed on a daily basis, and incorporated live streaming of the data visualisations from the campaign microsite. Direct response adverts were also run in the press. First Direct also drive engagement by inviting visitors to comment in their blogging area, Talking Point. The comments were then fed into visual displays, which were then posted on over 8m other websites.
- Relevance and context is key when delivering creativity in email
- The aims of this campaign was to increase reach, gain new users and raise engagement. It was a one day stunt run across 252 cities across the world they managed to deliver 300k ice creams. And email and social media was at the heart of communicating this campaign and using email to drive deeper engagement. It harnessed so much success because of it’s utter creativity.
- Unless you have been on Mars for the last few years you’ll know the impotance of mobile. Over 80% internet users own a smartphone and over 50% of those reach for a smart phone the minute they wake up. If the smart watch takes off in 2016 this will pose both a threat and an opportunity to email marketers.. Dependent if you are a glass half full or half empty type. Emails will be glanced at on a watch. This makes the subject line ever more important. A new era of triage will begin.
- To ensure you are getting the most out of your email data it is now imperative that you look beyond the click. Within most email solutions you are able to understand your campaigns by device, location and heat maps. These all give you much greater insight to drive future campaign optimisation
- Solutions available to marketers now mean that we are able to go just beyond the usual open and click metrics Integrating with multiple data sources give you a much deeper insight into your audiences so that you can create future campaigns Layering third party data will allow you to ask questions that may highlight otherwise missed segments Be part of the smart minority that are using data to support decision making Marketers are looking beyond the usual open and click metrics Integrating with multiple data sources give you a much deeper insight Layering third party data will allow you to ask questions that may highlight otherwise missed segments Be part of the smart minority that are using data to support decision making
- Consumers WANT to receive emails from you. However they want for you to be relevant and prove that you are delivering value to them. Technology advances means that consumers are always connected, however this creates additional noise – standing out from the crowd is imperative Understand your audience, know what makes them tick and deliver offers and content accordingly Keep it simple – clarity is essential in email design and content. However creativity is important to cut through the noise Data should be at the heart of 2016 strategy, it should be informing relevancy and context in a real time fashion. It should also be used to predict future behaviour. Mobile is ubiquitous, therefore crafting your strategy accordingly is paramount. Failure to do so will result in frustration in your audience and declining engagement.