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How Email is Revolutionising Performance Marketing
Mark Ash
Director, Teradata Interactive UK&I
@TeradataMark
October 2014
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About Teradata Interactive
• Global email network and ESP delivering over 10 billion emails/quarter
• Specialists in multi-channel marketing, email marketing and lead generation
• Pioneers of big data marketing and marketing automation technology
Vision
To enable our customers to collect and use data to improve their customer
experience and create a competitive advantage
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Email: a turbulent history
First email sent
‘email’ first
mentioned
The word
‘spam added
to OED
MS Outlook
released
Hotmail – 1st
webmail
service
Launch of the
first IPhone
First
multimedia
SPF and AOL
feedback loop
established
Gmail
launched in
beta
Data
Protection Act.
Can-Spam
follows in 2003
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How effective really is email?
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ROI PER DOLLAR SPENT, BY CHANNEL (2011)
Email $40.56 Search $22.24 Display Ads $19.72
Mobile $10.51 Catalogs $7.30
Source: Magill Report, 2011
ROI Per £ SPENT (2014)
Email £24.93 (+16% vs. 2013)
Source: DMA, National Client Email Report, 2014
“Marketers still rate email as the best channel for return on investment after SEO” (econsultancy.com, email
marketing census, 2013)
“Email is the workhorse of digital marketing” – Gartner
“There’s a reason your inbox always seems jam-packed:
e-mail marketing works” - McKinsey, Jan 2014
MarketingSherpa,
2013
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Email is dead, long live social media?
• Total no. of email accounts expected to increase from 3.9 billion (2013)
to over 4.9 billion by 2017 (The Radicati Group "Email Statistics Report 2013-2017“)
• 91% of all consumers still reporting daily email use (McKinsey iConsumer survey“)
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• 78% of consumers check email on their mobile phone. “Always Connected”, IDC
and Facebook - (2013)
• Email is the most popular activity on a smartphone. 79% uses their
smartphone more for reading email than for making calls. “2013 Digital
Publishing Report, econsultancy.com”
• Mobile purchasing decisions are most influenced by commercial emails
(71%) only surpassed by the influence of friends (87%). “2013 Digital Publishing
Report: Retail, econsultancy.com”
Email is mobile
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“E-mail remains a significantly more effective way to acquire customers
than social media—nearly 40 times that of Facebook and Twitter
combined..” McKinsey, Jan 2014, ‘Why marketers should keep sending you emails”
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• 95 percent of teens who fan companies on Facebook also
subscribe to the firm’s email list
• Gen Y would be more reluctant to give up email than social media (PMN/Pace University Oct 2009“)
Gen Y still use email
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Why email is perfect for influencing purchase decision
Unique format capabilities
The largest digital ad format
Always on
unfettered attention of the user
Multiple calls to action
Easily shared
Time-sensitive delivery
Localised and highly targeted
1-2-1 personalisation capability
A long-lasting impact
• 38% of respondents keep emails for at least a week
• 45% of consumers bear the info in mind for later use
• 53% save the email to refer to at a later date
• 56% go to the company’s website but do not click
“DMA national client email report, 2012”
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Email is an essential tool for CRM but vastly under-used
for acquisition… Why?
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Siloed marketing practice &
technology
• Email undervalued by last click wins. Over 50% of it’s value is not tracked.
• It’s impact across customer journey is misunderstood
• Email is perceived as ‘easy’ – the value of targeting and creativity is overlooked
leading to poor results.
• Lack of expertise in acquisition teams, usually managed by CRM teams
• Siloed org structures limited it’s integration across other channels
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What does the future hold for email…
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14 Teradata Confidential
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4
Digital disruption is creating
a marketing revolution
CRM & Advertising worlds collide
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• Number of digital touch points increasing
• Disruption of customer loyalty from new
competitors
• Marketing being driven by contextual
personalisation
• Customers still expect synchronicity and
relevance
Internet of Things is changing how we market to our
customers
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Business transformation is a certainty
1
6
• The rejection of ‘Silo-ism’.
• Re-organisation around customer experiences
• Sales attribution centralised
• Replacement of channel KPIs with omni-channel
success metrics
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Programmatic & email: a meeting of minds
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So how will email revolutionise
performance marketing…
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Email becomes the driver of ‘demand creation’
1. Programmatic driven by lead generation profiling and prospect identification
2. Guaranteed driver of incremental sales
3. Nurture – lead generation creates a continuous dialogue with prospects throughout the buying process
4. Email delivers contextual personalisation and channel synchronisation
5. Once registered you no longer have to advertise
“One way to sell a
consumer something in
the future is to get their
attention in advance”
Seth Godin
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• Email is the ‘omni-channel passport’
• Single connector between digital touchpoints.
• Enable event-driven communication across all channels
Email will be the catalyst for an omni-channel reality
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5 Examples of customer-centric multi-channel email
E-receipts Email-to-display
retargeting
Data on-boarding
Social lead
generation
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Display PPC Social
RTIM: Real-timed dynamic media
planning & channel synchronisation
Email DM Call Centre In-store
Browsing Mobile
Live email
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The threat from data leakage
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Safeguard your commercial advantage
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Mark Ash Director UK&I, Teradata Interactive
@TeradataMark
Stand 16
Thanks for listening
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