email big wins for 2013 - experian€¦ · 15% . 19% . 19% . 44% . abandoned. cart (one. message)...
TRANSCRIPT
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Email Big Wins for 2013 Liz Gould and Elaine Moneyhon
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Addressing channel overload
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Messaging by the numbers
100% of clients surveyed message with email
48% send SMS/MMS messages
to customers
8% Market based on channel preference
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Channel preference
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Offering choice in emails
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Offering choice upon sign up or in preference centers
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Offering choice upon sign up or in preference centers
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Offering choice upon sign up or in preference centers
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The rise of mobile viewership
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Industry mobile opens 2011 - 2013
Some clients have more than 60% of their customers reading emails on their mobile devices!
32%
10%
58%
Webmail Mobile Desktop
25%
43%
32%
data courtesy of Litmus
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Mobile not necessarily “on the go”
• Return Path asked a panel where they are when they purchase items from a smartphone
• The data shows that using a smartphone to purchase is a matter of convenience
• Emails should be mobile optimized for the same reason!
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How are our clients optimizing for mobile?
% of clients have a mobile site
% %
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How are our clients optimizing for mobile?
% of clients have a mobile app
% %
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of clients have done no email optimization for mobile devices
How are our clients optimizing for mobile?
% % %
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Think about how your emails look on a smaller screen
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Think about how your emails look on a smaller screen
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Think about using shorter subject lines
•Keep subject lines at a length of 30-35 characters
•Keep the Pre-Header text at a length of 40-45 characters
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Designing for mobile
• Streamlined navigation • Slimmer design • Larger copy • Mobile app call-outs • Larger, tap-friendly calls to action
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Responsive design
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Remind users of the mobile experience
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Remind users of the mobile experience
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Mobile shopping incentives
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Make it easy for your customers
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Let them show coupons or boarding passes from their phones
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Let them show coupons or boarding passes from their phones
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“The more channels marketers embrace, the more email programs they’ll need to support them” - Forrester
“Email connects everything in the mix”
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Email ↔ Print
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million The number of photos uploaded to Instagram every day Source: The State Of Social Sharing in 2013, WebHostingBuzz
Get visual What does this number refer to? (Hint: think social)
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Email ↔ Social
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Email ↔ Social
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Email ↔ Social 35% Of clients have used “pin it” Buttons in emails
43% Have used “like it” buttons in emails
21% Have used “tweet this” buttons in emails
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% Of clients allow social sharing at checkout
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Email ↔ Mobile
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Email ↔ Store
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Engagement
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Clients with high click rates – what drives clicks?
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Clients with high click rates – what drives clicks?
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Clients with high click rates – what drives clicks?
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Editorial emails
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Rating customer experience
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Surveys: Low effort, high return
2.5%
5.76%
Unique Clicks Revenue per Email
$ 0.13
$ 0.22
Survey emails Q2 2013 Promo benchmark
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Getting creative with reactivation
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Confirmed Opt In (COI) SL: Open To Confirm Your Email
(Plus, Save 50%!)
27% of clients use a COI for inactive subscribers
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COI Performance
28%
33%
Unique Opens Unique Clicks
20%
7%
Q1 2013 Welcome benchmark COI sign-up (pre-welcome)
COI sign-up mailings have 2.7x higher click rates than welcome emails
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COI Performance
8.6%
10.3%
Unique Opens Unique Clicks
5%
1.5%
Q1 2013 Other reactivation emails COI Reactivation
COI reactivation mailings have 3.3x higher click rates than other
reactivation emails
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What types of remarketing campaigns does your email program include? 78%
48%
22%
33% 31%
15% 19% 19%
44%
Abandonedcart (onemessage)
Abandonedcart series
Abandonedform or activity
Productbrowse-based
Categorybrowse-based
Browse on sale Replenishment Back in stock Thank you forpurchase (notorder or shipconfirmation)
Over 85% increase from last
year
Over 130% increase from last
year
Over 48% increase from last
year
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Get smarter
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Targeting past purchasers
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Use your data! SL: Time's Running Out: Wedding Invitations by Kleinfeld Paper
SL: Is 1-24-2013 your child's birthday?
SL: Fat Dots Picked Just For You!
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Personalized content works!
x Lift in Transaction Rates For emails with some form of personalization over non personalized emails
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New and hot!
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Gmail’s quick action buttons
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Twitter acquisition
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Updates since last year
Clients sending
SMS and/or
MMS campaigns
Up 17% over 2012 survey results
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Updates since last year
Clients collecting birth date in addition
to email address
Up 54% over 2012 survey results
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Updates since last year
Clients sending
e-receipts from store purchases
Up 86% over 2012 survey results
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Updates since last year
Clients using a
pop up for email
collection
Up 107% over 2012 survey results
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Your presenters
Liz Gould Director, Strategic Accounts, Experian Marketing Services
Elaine Moneyhon Client Partner, Strategic Accounts, Experian Marketing Services
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Updates since last year 2012: 25% of clients using pop up for email collection 2013: Over 50% of clients are using a pop up 2012: 20% of clients sent e-receipts from store purchases 2013: 39% of clients are sending customers e-receipts 2012: 24% of clients sent SMS campaigns 2013: 27% of clients send SMS and/or MMS campaigns
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Welcome Series Stats Transaction Rates by Offer
0.12%
0.37%
0.02%
1.01%
0.26% 0.24%
0.49%
0.10%
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On the go consumers
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Ways to optimize
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Past Wins: If you’re not doing these you should be!
All of these have shown lift in acquisition, opens, clicks or transactions for our clients!
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Abandon Series
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Reviews in emails
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Horizontal Scroll Emails
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Animation
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50% of clients use pop-ups
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Dynamic Content in Pop-Ups
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Dynamic Content in Pop-Ups