national client email report

National client email report08.30am Registration & refreshments

09.00am Welcome from chair

Justin Pearse, editor, New Media Age

09.10am Research findings

Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic clientdirector, Emailvision

09.40am Are marketers maximising the ROI in this channel and could outsourcing be

the key to scaling up your email marketing programme?

Dela Quist, chief executive officer, Alchemy Worx

10.05am Email: Still my favourite channel

Olly Beckett, web editor, Opodo

10.35am Panel Discussion

Justin Pearse, New Media AgeFiona Robson, Rocketseed, Anthony Wilkey, Emailvision, Dela Quist, Alchemy Worx, Olly Beckett, Opodo

10.55am Closing remarks from chair

Justin Pearse, editor, New Media Age

11.00am End

WelcomeJustin Pearse, editor, New Media Age

#dmaemail

Research findings Fiona Robson, managing director, RocketseedAnthony Wilkey, strategic client director, Emailvision

#dmaemail

17th May 2012

• Fiona Robson

– Managing Director

– DMA Email Council

– DMA Email Benchmarking Hub

• Anthony Wilkey

– Product Marketing Manager

– DMA Email Benchmarking Hub

DMA Benchmarking Hub

2011: a great year for email

Email in 2011

Report Overview

• Strategic importance of email

• Email marketing budgets

• Barriers to success

• ROI – revenue and relationship

• 2011 key metrics

• Concerns

• Contact strategies

• Segmentation

Strategic value of email

Importance of email

• 90.9%: “Very Important” or “Important”

• Significant increase YOY for B2B

• Recognition for direct response but also longer-term impacts of email marketing

• 62% of marketers satisfied with their email marketing programme

Email:% of marketing budget

Email expenditure

• <10% of total spend for almost half of respondents

• 30% or more of marketing budget for 1/3 of respondents

• 63% expect to increase expenditure

• Increased spend linked with plans for advanced email marketing tactics

• Expected increase in spend in 2011 did not happen

• Is email so cost effective that businesses think investment is not needed?

Barriers to success

Barriers to success

• Internal Resources are the biggest barrier

• In 2010 Budget was top issue (37% vs 26%)

• Lack of data is less of a concern (28% vs22%)

• In B2B responsibility for email marketing more likely with Senior Staff

• 15% cite lack of involvement of senior staff as a barrier

Email:contribution to revenue

The value of email

• Reported Revenues from email marketing are “disproportionately large”

• For almost half – drives 30%+ of revenue

• 2011 sees an increase in those who can measure revenue from email (61% vs 55%)

– 79% B2C vs 44% B2B

• Increased focus on revenue vs tracking

• Increased awareness of longer-term, brand, relationship impacts

ROI of Email in the Marketing Mix

ROI in the Marketing Mix

• Email marketing is rated as best marketing tactic for ROI

• Newsletters & limited time offers contribute the most to revenue

• Findings concur with other recent surveys:

– DMA US estimated Email Marketing’s ROI at $40.56 for each $1

Relationship in the marketing mix

Relationship in the Marketing Mix• Email marketing is the clear winner, cited by

72% of respondents

• This is exactly double those citing “social networking sites”

• Opens up new value possibilities beyond direct response

• Email as a vehicle for both distributing and creating content

• Complementary channel to social media, requiring an integrated approach

Performance Trends

Performance Outlook

Performance

• Positive trends

• Optimistic outlook

• Stay focussed

• Importance of testing

Satisfaction

Primary Concerns

Satisfaction and Concerns

• Broadly optimistic outlook

• Significant drop in overall concern

• Key challenges– effectively engaging senior management

– highlighting the true value of email

– data and resource management

Contact Frequency

Contact Frequency

Contact Frequency

• Move beyond deliverability

• Mailing volumes remain low

• Focus on contact strategy

• Testing opportunity

Segmentation

Segmentation

• Definition of segmentation changing

• Progress towards personalisation

• Growth of multi-channel

• Emergence of mobile marketing

Conclusions

• Overall email trends and sentiment are positive and improving

• New channels present an opportunity

• Investment in email remains relatively low

• Critical to highlight the value of email to secure additional resources and optimise programmes

Are marketers maximising the ROI in this channel and could outsourcing be the key to scaling up your email marketing programme? Dela Quist, chief executive officer, Alchemy Worx

#dmaemail

Dela Quist: CEO Alchemy Worx

How Good Do We think We Are?

What Is Holding Us Back?

How Happy Are We With Our Efforts?

With Very Little Marketing Resource

Bread & Butter Programs Work

•A 100g potato with skin has 535 mcg of potassium

•% of potassium in the skin is about 7%

•% of potassium in the skin is about 0.39%

• The skin has a much higher % of potassium.

• But there is actually more potassium in the flesh –391 mcg in the potato v 144 mcg in the skin

ROI Is For The Show(But Numbers Are For The Dough)

Sourced from the Silverpop blog

The Basics Still Driving Revenue

Life Cycle Marketing Programmes Deliver Too

End Of The Fear?

A Look To The Future

http://www.youtube.com/watch?v=EC5sbdvnvQM&feature=youtu.be

Email: still my favourite channelOlly Beckett, web editor, Opodo

#dmaemail

DMA 17 May 2012

Email: still my favourite channel

47

Overview

1. Email vs Social marketing2. Ways in which Opodo use email marketing3. Challenges4. Future trends

48

Email vs Social marketing

Why I think email marketing is easier than social media marketing1. Email marketing is an established channel with relatively predictable outcomes2. There is more room to get messages across clearly on emails along with engaging design3. By its general nature, email marketing is a one-way conversation, whereas social media can

sometimes feel like an exercise in customer relations 4. Customers are still more disposed to purchase from an email5. You can get many more offers in an email than in one social marketing message 6. Organisations are ‘sold’ on email marketing but still need to be convinced about social

marketing

49

Ways in which Opodo use email marketing

Weekly newsletter: regular and dedicated

cruise

Email lifecycle

Welcome subscriber

Newsletter

Birthday email

Lapsed subscriber

Pre-departure

Welcome back

Lapsed booker

Pre-departure

Birthday

Lapsed booker

50

Challenges - general

Spam- Understanding deliverability problems- Keeping up-to-date with ESP rules

Relevance- Always evolving (keeping design fresh)- Ever-increasing need to provide customer with exactly what they wantStagnation

- Same type of subject lines always win- Repetition of offers and same timings of sales every year

List growth- Need to provide content that other marketing cannot

51

Challenges - Opodo

On-site sign up- Limited space (mostly taken up by offers)

- How much info should be required (i.e. Just email or name etc. As well)

Segmentation- Need to provide special offers from suppliers- Time required for data mining

Seasonality- Customers don’t buy holidays every day- How to keep people enticed throughout the year?

52

Future trends

Email via social media- Facebook now allow individual direct messages- Possibility of mass email marketing via Facebook

Database shrink- Smaller databases, with much higher engagement- Shedding more inactive customers

More customer control- Customer will choose when and how often they receive emails- Customer will choose exactly what they receive in email

53

Olly BeckettWeb EditorOpodo

Panel DiscussionJustin Pearse, New Media Age

Fiona Robson, RocketseedAnthony Wilkey, EmailvisonDela Quist, Alchemy WorxOlly Beckett, Opodo

#dmaemail

Closing remarks from chairJustin Pearse, editor, New Media Age

#dmaemail

Upcoming events

Email customer lifecycle: List growth

Sponsored by SilverpopTuesday 22 May 2012

Ready steady email

Partnered with the IABMonday 25 June 2012

The DMA summer lunch- with Alastair Campbell

Sponsored by Mobile Marketing Group Thursday 12 July 2012

To see our full events listing please visit http://www.dma.org.uk/event-listing