Download - Email Marketing Outlook - 2014
Email Marketing Outlook For 2014
Shar VanBoskirkVice President, Principal Analyst
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Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Email attitudes continue to climb
Base: US online adultsSource: North American Technographics Online Benchmark Survey, Q3 2012
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Users engage with promotional email
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Email is one of the most-used tactics Which of the following tactics does your company use?
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
Marketers are well-satisfied with its performance
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Marketers expect to increase email budgetsHow much do you expect your budgets for the following to increase or
decrease in 2014?
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
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Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
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Most email messages fail
Base: 70 email marketing programs
They fail to balance two fundamentals
1) User needs
2) Business goals
A few programs show this balance at work
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Customers are now always addressable
13© 2012 Forrester Research, Inc. Reproduction Prohibited
“Multichannel households average household spend of $832, versus just $385 for pure contact center and $360 for pure online.”
--Epsilon Targeting
“Multi-channel banking customers result in cross sells of up to five products per customer compared to below two for single channel banking.”
--Accenture
Multi-channel customer are more valuable
Marketers want Integrated Messaging
Communications coordinated across
channels and platforms that focus on
driving desired behaviors, improving
outcomes, and maximizing value for
customers and marketers.
No vendor supports comprehensively today
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Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
Move toward Customer Decision Management
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Take an adaptive approach to data
Enable unified experiences
Offshoring can help
› Reliability• Error-proofing• Infrastructure resilience
› Speed of innovation• More capabilities• Faster development
› Scale• Broader support for more tech requirements• Efficient high performance
In summary
› Email continues to be the most cost-effective way to engage customers
› Most email programs today fail
› User expectations are on the rise
› Vendors today can’t comprehensively support marketer needs
› Offshoring can support email vendor innovation…
› …If email vendors select partners that specialize in creating efficiency and discovering opportunities
Thank youShar [email protected]
High Impact Programs
Golden Window Campaigns
Global Lifecycle Management
Remarketing Initiatives
Sweepstakes
Social Influencer
360 Customer view
Multi-variate testing
o
Critical Factors
Subscriber Measures
Event based campaigns
Reseller Marketing
Product review management
Service Variance
Process
Throughput
Delivery Model
Segmentation & Personalization
Security
Performance Management
Content & Data Management
Innovation
Scale Reliability
OffshoringMaturity
Program Engagement
On-boarding
Campaign Operations
Analytics & Reporting
Monitoring
Point Solutions
Re-platforming
INNOVATION SCALE RELIABILITYOFFSHORINGIMPACT & EASE
ESPSERVICES
Data Management Warm up – Steady state campaigns
Segmentation & Targeting Personalization
24*7 Monitoring & Support Performance Optimization
Campaign Stats & ROI Platform Usage
Enterprise app development Platform Integration
MatureGrowing
About
Founded in 2000.Xtreme Offshore
Specialist offering
technology services
State-of-the-art Development
Centers in Chennai, India
200+ global engagements across USA,
Europe & APAC
Long standing customer
relationships (>99% retention)
Specialized offerings around
eMarketing, eCommerce,
Business Analytics and CRM
8+ Years building & managing Offshore programs for online businesses & ESPs
12+ Years building core competence around Internet Technologies
13+ Years working with Mid-Market Enterprises
Service Delivery Models adopting Distributed Agile & Follow The Sun approach
eBusiness
Contact
India
Lister Technologies (P) Ltd.SP Infocity, 8th Floor,#40 Dr. M G R Salai, Kandanchavadi,Perungudi, Chennai – 600096Tel : +91 44 45992000
USA
Lister Inc.78080 Calle AmigoSuite 208La Quinta, CA 92253-8964Tel : + 1 760-832-5060
www.listertechnologies.com
