email marketing outlook - 2014
DESCRIPTION
Shar VanBoskirk of Forrester Research describe how email marketing is evolving, and what you need to know to stay ahead of the curve. Also she outlines emerging trends for 2014 and the most pervasive challenges email marketers must address. -The latest trends in consumer attitudes toward email marketing -Why today more than ever many email messages fail, and how to make yours more effective -How the opportunities for offshoring (and challenges thereof) are shifting -How to evaluate partners that can bring innovation, efficiency and quality in order to give you a competitive advantageTRANSCRIPT
Email Marketing Outlook For 2014
Shar VanBoskirkVice President, Principal Analyst
2
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
4
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
8
Agenda
Current email marketing trendsMarketer needs from vendor partnersRecommendations
9
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
12
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
16
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]
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Process
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Data Management Warm up – Steady state campaigns
Segmentation & Targeting Personalization
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