69711 putting email marketing in context white paper core uk
TRANSCRIPT
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Putting email marketingIN CONTEXT.Make your emails relevan and save money doing i.
2015-2016
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The challenges of personalisation and email.
The theory and practice of relevance.
Contextual email is critical.
Contextual email works.
Contextual email can be measured.
Data is the heart of context.
Contextual email is within reach.
Contextual email should be a part of your marketing strategy.
TABLE OF CONTENTS
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Sepember 2015 | Puing Email Markeing in Conex
For 20 years, email marketing hasproven a vital thread in the tapestry of
DIGITAL MARKETINGCOMMUNICATIONS.In ac, even oday, email remains one o he mos lucraive digial channels or
markeers, reurning an esimaed $39 or every $1 invesed, according o he Direc
Markeing Associaion. Te Radicai Group, a echnology marke research firm,
esimaes some 694 million emails are sen every minue. For he average consumer
ha ranslaes o somewhere norh o 416 email markeing messages a monh
mos o hem op-in communicaions rom brands heyve ineraced wih beore.2
Your email marke ing programme i s conribuing o ha chaos. Mos
people don have he ime or inclinaion o read 416 emails a monh,
so how do you make sure your brand is one o he ew ha capures
heir atenionand promps hem o open heir walles?
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4September 2015 | Putting Email Marketing in Context
Email is a natural entrance
into contextual marketing
precisely because of its
dynastyits ingrained,
inexpensive, immediateand interactive.4
FORRESTER RESEARCH
Te firs sep is o accep ha he email markeing
echniques o a decade ago are no he ones
ha will help you achieve your uure brand
aspiraions. o engage consumers oday, your
email communicaions mus combine conen
wih conexhe visual cues and suble clues
ha make a message relevan o he recipien.
Trough an emerging sraegy called conexual
email markeing, you can overcome he radiional
barriers and challenges markeers ace wih
personalisaion.
As an email markeing proessional, you know
your organisaion needs o do a beter job wih
personalisaion because he acics ha made
email a powerhouse in he markeing mix during
he lae 90s are delivering diminishing reurns.
Buyers are aigued, and he days o simple
Dear [inser name here] personalisaion are
coming o an end.
And ye mos organisaions coninue o measure
email markeing success wih archaic merics like
email lis growh and he volume o messages sen.
Many email markeing communicaions atemp
o personalise conen, bu hey don address he
conex in which ha conen is consumed by herecipien. As well demonsrae, conex is acually
quie easy o embrace in email markeing, bu i
does require markeers o challenge radiional
acics and success merics.
According o a personalisaion survey rom
EpiServer, nearly seven ou o en markeers plan
o inves in more personalisaion, suggesing is
working or heir brands. However, research rom
he Economis Inelligence Uni in 2013 ound
ha 70% o consumers eel jaded and ha hey
view personalisaion effors as superficial a
bes.3Teres clearly a gap beween consumer
expecaions and markeers percepions. In order
o ranslae hese findings ino recommendaions,
we should ocus less on howconsumer
expecaions aren being me and more on why.
Despie access o a deluge o daa and real-ime
channelsweb, email, mobile, social, ec.
markeers sill sruggle o ake personalisaion
o he nex level. According o Forreser, Email
is a naural enrance ino conexual markeingprecisely becauseo is dynasyis ingrained,
inexpensive, immediae and ineracive.4
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5September 2015 | Putting Email Marketing in Context
Jus because cusomer daa exiss in your organisaion, ha doesn mean
his daa is readily available or use in email markeing communicaions. Tis
can be a rusraing realiy or email markeing proessionals, who are under
consan pressure o increase conversion, minimise aigue, grow he lis and
mee exceedingly high cusomer expecaions.
A 2013 sudyrom Adobe and he Direc Markeing Associaion idenified
several common challenges wih real-ime personalisaion:5
Complex and disconnected technology. Do you alk abou your cusomer
daa in erms o he sysems ha manage ha daai.e. ecommerce daa,
web analyics daa, email markeing daa, poin o sale daa, ec.? Tis
approach is a byproduc o ragmened cusomer daa ha oen resides
in sysems ha may or may no suppor real-ime personalisaion.
Data privacy concerns.In many markes, regulaions limi he ype o
cusomer daa ha is even available or use in email markeing campaigns.
Data governance and quality.Incomplee or inaccurae cusomer daa
in an auomaed campaign can have a negaive impac on he brand
especially in he age o social media.
Skilled Staff and Training.Email markeing acics have remained
undamenally unchanged or decades, resuling in a skills gap among email
markeing proessionals. When i comes o conexual markeing acics,
many email proessionals sill need pracical advice on how o execue
real-ime personalised campaigns and measure success.
The CHALLENGESof personalisation and email.
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http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html?s_osc=70114000002JIe9AAG&s_iid=701a0000002IJJZAA4http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html?s_osc=70114000002JIe9AAG&s_iid=701a0000002IJJZAA4 -
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To maximise revenue, marketers must simultaneously deliver:
Personalised
content
Personalising he copy,images, graphics, ec.
Idealzone
Content
Relevance
Right message Right person Right time Right channel
Tere are millions o wayso personalise conen incampaignshe more granularhe personalisaion, he moreconen you have o creae. Finieresources equal finie ime opersonalise conen. Bu you canlimi he conen requiremens bypersonalising wih conex.
You can iner a lo abou anonymousvisiors, bu is a guess unil heyideniy hemselves. Tas whyemail personalisaion is or known,consening cusomers, which meansis a grea ool or maximisingreenion revenue, expansionrevenue and loyaly.
Drip markeing is grea or keeping inouch bu i does litle o align yourmessage wih he buying sage. Whilei isn easible o cusomise creaiveor every user, you can use behaviouror conexual daa over email origger a pre-configured (finie)number o creaive communicaions.
Email is one o he mos compellingchannels o personally engagewih prospecs because is deviceagnosic, unique o he recipien andsill he primary channel or long-orm digial communicaions. Emailis also a condui or engagemen onoher channels like mobile (SMS,apps, messaging), social and he web.
Personalised
contextPersonalisaion basedon behaviour, ime,propensiy o purchase,environmen, device, ec.
Context
Use business rules or algorihmso dynamically change he email
conen based on prospec behaviour,ime, weaher, device ype, loyalysaus, and more. Tis level opersonalisaion means markeerscan pre-configure condiions hadicae real-ime personalisaionwhen he email is opened. Atribuescan be derived in real ime, so youdon have o worry abou cusomerdaa qualiy.
Don jus ocus on lis growh andacquisiion in email markeing.
Conexual daa can be colleced inreal-ime rom cusomers. Use hisdaa o suppor heir needs in a non-inrusive way. Conex helps ranslaebehaviour ino a call-o-acion haspersonalised or each recipien.
When, where and how (he device)a recipien consumes an email
offers a window ino he opimalcommunicaion o rigger aconversion evenweaher, deviceype, locaion, ime o day, ec. canbe colleced in real ime or easyinegraed via hird-pary daa.
Forreser suggess email workseven beter han non-addressable
adverising o inspire ongoing brandrelaionships. 87% o email markeerssay reaining cusomers wih emailis a op five goal or email markeing.Ye, unorunaely, success is silllargely measured by lis growh andacquisiion merics. Conex basedemails could undamenally changehe sraegic value o email.
Figure 1: A Framework for Transforming Content and Context into Relevance in Email CommunicationsSource: Use Email to Spark Contextual Interactions, Forrester Research, Inc., January 2015.
Ideal zoneA combinaion o bohconen and conex inemail communicaions.
Personalisaion, however, is only a par o effecive email markeing. Te real differeniaor is relevance. Tese days, heres a grea deal o alk abou relevance in messaging. In
heory, relevance is abou saisying he conscious and subconscious needs o your arge audience, delivering he righ message a he righ ime in he righ channel o he righcusomer. In pracice, you can achieve his goal hrough a one-o-one message ailored o each recipien or by argeing a populaion o similar recipiens. Te challenge is ha
you need ways o deliver relevan conen a scale. Email provides an ideal vehicle or deep personalisaion hrough conen and conex, which are boh necessary or relevance.
Research rom he Journal o Adverising suggess ha heres a correlaion beween he relevance o a message and he recipiens percepion o engagemen wih ha message.I messages are perceived as relevan, hey are more likely o rigger deeper engagemen wih a prospecive buyer. 6
From a pracical sandpoin, heres a very basic ramework or ideniying how o make email communicaions more relevan hrough conexual markeing, markeing ha ispersonalised based on behaviour, ime, propensiy o purchase, environmen or device. Relevance is ulimaely a byproduc o personalising conen and conex or a recipien.
Mos markeers sruggle wih he ormer.7Personalised conen is cumbersome o manage, and he more personalised ha conen ges, he more work i is or markeers. Bu
when conex is layered ino he equaion, markeers can deliver more relevance using less personalised conen. (See Figure 1.)
The theory and practice of RELEVANCE.
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As menioned earlier, personalisaion is nohing wihou relevance. Bu he only way o achieve
relevance is hrough conex. Conexual email is abou making locaion, preerence and ime
acionable or personalisaion in email communicaions. radiional conen markeing acics ocus
on wha is being offered, bu has only par o wha influences consumer behaviour. Markeersalso need o layer when, whereand howino he equaion. I urns ou hese acors can be derived
in real ime when an email is opened, easily exraced rom exising cusomer daa or inegraed
rom a hird pary.
Whas exciing abou conexual email is ha echnology can help you execue more inimae
personalisaion wih less effor. Leveraging conexual daa, such as weaher, can also miigae
challenges wih daa cenralisaion, daa qualiy and he exploding demand or personalised copy
and creaive. Ta makes conexual email exremely accessible or markeers. Mos markeers
don realise ha hey could configure and execue conexual email campaigns in a mater o days
or weeks wih he righ echnology. Early adopers are reporing remendous reurns on conexual
email campaignsas evidenced by he case sudies in he nex secionbu largely because he
bar is so low or impressing consumers. (Remember, one ou o seven consumers hink markeers
do a poor job a personalisaion.)
Te bigges barrier o embracing conexual email acics is requenly he inernal culure and how
senior leaders rame he sraegic value o email markeing. Aer all, email is a dynasy channel and
i can be difficul o convince decision makers ha wha worked or he las decade may no be he
bes sraegy in he uure. Teres also a pervasive misconcepion abou he sandard and accepable
merics or measuring email markeing success. Leaders accep ha some level o atriion and aiguewill impac he email lis every ime a campaign is sen. We accep ha lis growh or he volume o
emails mus somehow ranslae o revenue growh. Bu done correcly, conexual email challenges
hese enrenched ideas and inroduces a world in which a lower volume o more personalised
ineracions resuls in higher engagemen and hus minimised lis decay.
Contextual email is CRITICAL.
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Les explore some indusry examples o how conexual daa can boos
conversion and cusomer saisacion in email. Keep in mind ha mos o hese
examples require copy/creaive alernaives, which are dynamically pulled ino
he email emplae in real ime when he email is opened.
Contextual email in the sofware industry.La Fourchete, he Openable
o France, uses Adobe Campaign o opimise he reservaion experience
or members. I regisered users abandon a reservaion online, or whaever
reason, La Fourchete delivers a real-ime email reminder abou he
incomplee reservaion. Tas a prety sandard reacion, bu La Fourchete
akes i o he nex level by also sending dynamically personalised
recommendaions and helpul ips o users based on he locaion o heir
search, dae o he reservaion and oher conexual daa provided rom
websie behaviour, like dinner vs. lunch reservaions.
Contextual email in the retail industry.Yves Rocher, one o he larges
cosmeics brands in he world , uses email as he cenral poin in delivering a
consisen experience across he cusomer journey. Yves Rocher undersands
heir cusomers lie evens, needs and milesones. Tey can deliver imely
birhday emails, as well as commen-riggered communicaions ha drive
urher engagemen and brand advocacy.
Contextual email in the transportation industry. Brussels-based high-
speed rain operaor Talys creaed a cenralised daa mar or cusomer daa,
which i uses o rigger real-ime muli-channel communicaions aer a icke
purchase. Te eam knew cusomers valued he convenience o e-ickeing.As a resul, when cusomers purchase a icke, hey now receive a real-ime
email confirmaion along wih an SMS ex ha includes a QR code or he
ickea service Talys cusomers love.
Contextual email in the restaurant industry.Groupe Flo is one o he
larges resauran chains in France. Te company uses sophisicaed real-ime
email and cross-channel loyaly programmes or cusomers. Personalised
loyaly offers are prined direcly on receips aer a meal, wih specific
conen, locaion and iming in mind, all linked o heir email campaigns.
More contextual email in the retail industry.One o he larges U.S. reail
home improvemen brands uses conexual email o rigger communicaions
based on regional weaher condiions and invenory volume. Geo-argeing
helps he markeing eam deliver email communicaions ha are personalised
based on he cusomers locaion when he email is opened. Emails are
dynamically adjused in real ime o le recipiens know, or example, ha he
sun is coming ou aer a ew weeks o overcas weaher and ha is an ideal
ime o plan sod his weekend. Tis programme helps he reailer manage
invenory volumes a specific locaions and offers a highly engaging andrelevan communicaion wih cusomers.
Contextual email WORKS.
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I can be challenging o champion a conex ual email markeing iniiaive i
decision makers are oo ocused on email as an acquisiion ool. Tere are boh
quaniaive and qualiaive merics or measuring he success o conexual
markeing, and i ulimaely depends on he ype o daa you choose oleverage or personalisaion. For example, is nice o show weaher condiions
or a proximiy map ha updaes in real ime when an email is opened. Bu i
may be difficul o quaniy he value in erms o cusomer engagemen unless
heres a conversion pah associaed wih he conexual daa.
Is also imporan o realise you have ar more daa on cusomers han on
anonymous visiors, and mos markeers do a poor job o using available daa
o maximise cusomer revenue. You can physically atach a value o reenion,
lieime value, an up-sell ransacion or a ne promoer scorehese are
angible merics or measuring he success o conexual markeing.
So here are some simple merics you can use o measure he effec o your
conexual markeing campaigns:
Increased engagemen on sandard email merics: conversion, clicks, opens,
shares, ec.
Increases in year-over-year purchase daa: purchase requency, average
spend, average produc caegory volume racked, number o repea
purchases, cusomer reenion, repea visis, ec.
Bu here are oher merics oo:
Net Promoter Score.Tis number is a measure o how invesed your
cusomers are in your brand and akes ino accoun promoers (likely o buymore, remain cusomers or longer, ec.), deracors (less likely o engage)
and passives (all in beween promoers and deracors). Periodically survey
your cusomers or an annual benchmark o your brands Ne Promoer
Score. You may also consider doing his wih a populaion o users who have
received conexual emails and a populaion o users who have no received
conexual emails.
Market share and brand loyalty. Can you link marke share growh or
revenue growh o specific cusomer populaions ha can be linked o
conexual communicaions? For example, es ou conexual email byargeing a specific user persona and measure he growhor decline
o his cusomer persona over a period o monhs or years.
Time spent in email.Increases in he ime spen consuming email messages
could be an indicaion ha hose messages are more relevan o he cusomer.
In an age when you have milliseconds o capure a recipiens atenion, ime
spen wih your message could be a grea way o assess conen or conexual
relevance, even when a conversion even doesn occur.
Return on engagement.Engagemen comes in many orms, no jus a sale.Conex can help drive more social shares, email orwards, repea purchases
and advocacy. Tese are merics ha can and should be measured o jusiy
he impac o conexual messaging, bu may be difficul o link direcly
o revenue.
Contextual email can be MEASURED.
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Wha does i acually ake o implemen a
conexual email campaign? Te good news is
mos organisaions already have he means o
rapidly embrace conexual markeing and ican be implemened in parallel wih cusomer
daa qualiy iniiaives. You will, however, need
echnology ha suppors real-ime dynamic
email conen, business rules and inegraion
wih inernal cusomer records ha may augmen
conexual daa.
Ways o collec conexual daa:
Colleced inernally and sored wihin inernalsysems: personal inormaion, purchase hisory,
cross-channel behaviour, loyaly saus, channel
preerences, browsing behaviour, offline aciviies
such as poin-o-sale ransacions, hird pary
daa appends, ec.
Purchased via a hird pary : weaher eeds,
aggregae rend daa, elevision use, ec.
Ascer ained when an email is opened:device ype, ime o day, locaion, ec.
Te key o embracing conexual daa is simpliciy
and esing. Hisorically, email personalisaion
wasn scalable because creaing campaigns
ha address every permuaion was a verycumbersome process or markeers. In an
environmen where volume o emails sen is
a meric or success, is no wonder markeers
deauled o a personalised saluaion or basic
segmenaion. Te good news is ha he daa
used or conexual markeing generally lends
isel o a small number o copy and creaive
derivaivesho or cold weaher, morning/noon/
nigh, ciy/block/geocode, smarphone or able,ec. Ta simpliciy makes i easy or markeers o
es, wihou significan invesmens in copy and
creaive.
Conexual daa allows markeers o allocae email
communicaions in an opporunisic way. No
everyone should receive every email all he ime,
bu deciding who ges which message is moreeasily said han done. You can achieve relevance
a scale by combining firs-pary, personally
idenifiable inormaion abou your cusomers
wih readily available conexual daa. Tere are
also los o opporuniies or low-hanging rui. For
example, when a user opens an email on a mobile
device and clicks a link, conexual daa derived
in ha momen can re-direc he link o a mobile
version o he websie. Ta one change couldundamenally aler he enire cusomer experience
or your arge audience. Remember, embracing
conex is really abou adding real-ime value or
he cusomer, no jus providing he righ offer or
call o acion.
DATAis the heart of context.
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Is imporan o noe ha conexual email is
in a relaively early sage o adopion. Is sill an
emerging mindse and markeing leaders remain
skepical o he benefis relaive o legacy emailacics.
As youre making he case or an invesmen in
conexual email, here are a ew hings o keep
in mind. Firs o all, you need a echnology ha
can suppor real-ime conexual engagemen.
No all email markeing plaorms suppor riggers
like ime, weaher, locaion and device ype.
Addiionally, is very helpul o inegrae your
email sysem wih oher markeing plaorms
including web analyics, conen managemen,
social analyics, mobile and paid searchso you
can acually measure perormance and suppor
cohesive communicaion across channels. Bu
ouside o he echnology, here are a variey o
acics you can es wih minimal demand on
resources, budge and ime.
How do you ge sared? Heres a lis orecommendaions rom our produc expers and
experienced parner communiy.
Test small wins first.An inerview wih Erik
Inseford, VP o markeing operaions a Adobe
parner Digias, revealed some o he mos
common challenges hey run ino when execuingconexual campaigns or cliens. Conexual email
is simple o launchis a mater o days or weeks,
no monhsbu you have o be mindul abou
how you execue, Erik says. Teres a ramp up
ha makes sense financially and echnologically.
rying o do oo much pus an unnecessary s rain
on resources.
Erik sresses ha is imporan o undersand
how you will measure success. We always ry o
showcase small wins ha can demonsrae value
up ron, he says. Consider ocusing your atenion
on shorening conversion experiences, or ocus
on daa recency. Legacy inegraions oen creae
significan lag ime ha can be removed wih
conexual email invesmens. For example, los
o our cliens sruggle wih he recency o loyaly
daa because heres a lag beween he ime he
daa is pulled rom he inernal cusomer daabase
o he ime an email is acually sen. A one-ime
inegraion in a conexual email campaign can
ransorm loyaly daa ino real-ime engagemen
when an email is acually openedwhich may
even be jus aer a purchase rom a mobile device.
Manage expectations and success
criteria.Cliens need o know hey will
be sending ewer bu more argeed email
campaigns, says Jason Conley, a direcor a Adobeparner Precision Dialogue. His firm someimes
helps cliens develop a cos-benefi model
o jusiy an invesmen in conexual email
markeing. Someimes is difficul or senior
leaders o suspend he noion ha he goal o
email markeing is acquisiion, email volume and
lis growh. Bu wha i you could conver every
cusomer one more ime a year via conexual
email markeing? Tas real revenue.
Remember ha youre building a business case or
increased conversion, engagemen, lower op-
ou raes and cusomer saisacion. Conley noes
wo hings he wans email markeers o know:
Firs, he means o suppor conexual email and
relevan communicaions probably already exis
in your organisaionis a mater o creaing a
sraegic plan ha can be measured and execued.
Second, markeers need o sop hinking abou
daa in erms o he sysems ha manage i. Te
cusomer experience is cross-channel, preerence-
based real-ime.
Contextual email is within REACH.
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Use a single, integrated platform to
inform customer engagement if possible.
Ta said, cenralised cusomer daa isn absolutely
necessary o ge sared. Conley says a hugechallenge hes encounered wih Precision
Dialogue cliens is a lack o inegraion among
cusomer engagemen sysems. Te websie,
ecommerce, in-sore poin-o-service, email and
mobile cusomer daa is locked inside hese
separae sysems. Generally you wan a cenralised
daa mar or cusomer daa because i orces a
big, srucured, analyic asse ha can inorm all
channels. Bu you never wan a brand o sacrificea sale or a real-ime engagemen jus because i
doesn fi big corporae daa sandards. You have
o be able o reac on he flyso many imes a
ederaed approach o daa is perecly appropriae,
especially when youre esing he benefis o
conexual email markeing or ocused on a
high-value cusomer inerac ion.
Use contextual data triggers that can
be automated on the fly.
Email personalisaion is challenging or markeers
because i requires qualiy daa and a airlysignifican effor o prepare creaive and copy
combinaions. Bu conexual daa like weaher,
ime o day, locaion or device can acually
be auomaed in real ime or each recipien.
While youll need o configure a finie volume
o cusomised copy and creaive, hese riggers
opimise relevance or each recipien. In his
respec, using conexual email markeing acics
can significanly reduce he number o creaiveasses you need o suppor a campaign.
Using contextual email
marketing tactics can
significantly reduce
the number of creative
assets you need tosupport a campaign.
Optimise offers against revenue goals.
A he end o he day, daa-driven personalisaion
is abou resuls. I youre looking or ways o
personalise a scale, conexual email acics areauomaed and lend hemselves o sysemaic
racking and opimisaion. Botom line, your
cusomers have high expecaions or your brand
and hey expec every engagemen o reflec he
curren sae o heir relaionship wih he brand.
Ta means i hey jus bough a produc , hey wan
o see i refleced in heir accoun in seconds, no
hours. So your sy sems have o no only share daa
quickly, bu also le you acivae ha daa in yournex engagemen wih ha cusomer. o ge o ha
poin, youll need o auomae your opimisaion
and argeing processes. I you aren argeing,
you aren esing o drive revenue growh.
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13September 2015 | Putting Email Marketing in Context
Contextual email should be a part of your
MARKETING STRATEGY.Email remains he glue o cross-channel brand engagemen, bu oo many brands
coninue o rely on legacy acics ha, oday, produce diminishing reurns. Relevance isa byproduc o boh conen and conex. Is no jus wha you wan o ell your arge
audience, bu also how, when and where hey consume ha message.
Conexual markeing acics are accessible o all email markeing proessionals and
don necessarily rely on cenralised cusomer daa or clean daa. Bu in order o reap
he benefis o conexual email, markeing leaders may need o challenge radiional
perspecives on how o jusiy email invesmens. In heory, relevance should always lead
o revenue growh, bu in pracice i may no be easy o link invesmens in conexual
email markeing o shor-erm revenue goals. Ta cerainly doesn mean he value isn
here, and early adopers o conexual email coninue o capure a disproporionaevolume o mindshare simply because heir cusomer experiences sand ou. Done
correcly, i will alwaysproduce increased conversion and engagemen.
You have the data and the skills to test
contextual email today, its just a matter
of finding the right tools to help you
implement it. Dont wait for the contextthat suggests you waited too long.
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14September 2015 | Putting Email Marketing in Context
Copyrigh 2015 Adobe Sysems Incorporaed. All righs reserved.
Adobe and he Adobe logo are eiher regisered rademarks or
rademarks o Adobe Sysems Incorporaed in he Unied Saes
and/or oher counries.
1 Real-ime Markeing Insighs sudy: Five Key s o Success or Markeers, Adobe and he Direc Markeing Associaion, July 2013.
2 Email Saisics Repor, 2013-2017, Te Radicai Group Inc, April 2013.
3 Mind he markeing gap: Sizing up markeer and consumer percepions, Te Economis Inelligence Uni Limied 2013.
4 Use Email o Spark Conexual Ineracions, Forreser Research, Inc., January 2015.
5 Real-ime Markeing Insighs sudy: Five Keys o Success or Markeers.
6 Managing E-mail Adverising Frequency rom he Consumer Perspecive, Journal o Adverising, volume 40, number 4, 2011, pp. 4566.
7 Why radiional ESPs Aren Cuting I or Email Markeers, Adobe and he Direc Markeing Associaion, February 2015
About Adobe CampaignAs a par o Adobe Markeing Cloud, Adobe Campaign provides bes-in-class email
campaign, offer and personalisaion managemen capabiliies or sophisicaed
auomaion and execuion o markeing programmes across all channelsdigial and
radiional. Adobe Campaign addresses a key challenge or markeers : how o build
and exend relaionships wih heir cusomer base o drive op-line revenue growh
and ROI. Adobe Campaign is used by approximaely 600 o he world s leading brands.
Learn more awww.adobe.com/campaign.
14Sepember 2015 | Puing Email Markeing in Conex