How to Get the Most out of your email campaign
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This document summarizes a webinar presented by Shar VanBoskirk of Forrester Research and Jose Santa Ana of Message Systems on optimizing email marketing. The webinar discussed how most marketers spend on email but don't use it optimally, falling short in balancing business goals and user experience. It was recommended that marketers move from email service providers to dedicated systems like Message Systems to improve deliverability by 17% and potentially increase revenues by 30%. The webinar also covered adaptive delivery technology that can automatically optimize delivery parameters to further increase performance.
![Marketers continue to grow email spend
How much do you expect your budgets for [email marketing] to
increase or decrease in 2014?
Decrease
Stay the same
Increase 10%
Increase 20%
Increase 30% or
more
14%
43%
20%
10%
3%
Marketers will grow their email
budgets 3.18% on average
Base: 395 US, UK, and Canada-based enterprise firms
Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013](https://image.slidesharecdn.com/howtogetthemostoutofyouremailcampaign-140729171139-phpapp01/85/How-to-Get-the-Most-out-of-your-email-campaign-20-320.jpg)
How to Get the Most out of your email campaign
- 1. 1 Shar VanBoskirk Vice President, Principal Analyst, Forrester Research Jose Santa Ana Director of Marketing, Message Systems How to Maximize Your Email Marketing Opportunity July 29, 2014
- 2. 2 A link to the webinar replay will be provided via email following the presentation 2 Participate in Today’s Discussion… Tweet #forrester Follow us on Twitter @messagesystems Follow us on Linkedin Message Systems
- 3. Using Email To Create Competitive Differentiation Shar VanBoskirk, Vice President, Principal Analyst 29 July 2014 How To Maximize Your Email Marketing Opportunity
- 4. The digital economy is no longer about doing something old in a new way
- 5. Digital will disrupt every industry
- 7. © 2013 Forrester Research, Inc. Reproduction Prohibited Your only differentiator is customer relationships
- 8. Do this by focusing on relationships
- 9. Theme Email is the best interactive tool for building brand relationships
- 10. © 2012 Forrester Research, Inc. Reproduction Prohibited Agenda Why is it so important to do email well? How do marketers use email today? Where do existing email programs fall short? 10
- 11. © 2012 Forrester Research, Inc. Reproduction Prohibited Agenda Why is it so important to do email well? How do marketers use email today? Where do existing email programs fall short? 11
- 12. © 2012 Forrester Research, Inc. Reproduction Prohibited Email is the single most cost-effective marketing tool 12 Email marketing spend will grow at a 10% CAGR between 2011 and 2016.
- 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13 Email attitudes continue to climb Base: US online adults Source: North American Technographics Online Benchmark Survey, Q3 2012
- 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14 Users engage with promotional email
- 15. © 2012 Forrester Research, Inc. Reproduction Prohibited Multi channel customers are more valuable 15 “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
- 16. © 2012 Forrester Research, Inc. Reproduction Prohibited Agenda Why is it so important to do email well? How do marketers use email today? Where do existing email programs fall short? 16
- 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 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
- 18. It works for retention, sales, loyalty
- 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Most will increase or maintain email budgets How 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
- 20. Marketers continue to grow email spend How much do you expect your budgets for [email marketing] to increase or decrease in 2014? Decrease Stay the same Increase 10% Increase 20% Increase 30% or more 14% 43% 20% 10% 3% Marketers will grow their email budgets 3.18% on average Base: 395 US, UK, and Canada-based enterprise firms Source: Forrester’s Digital Marketing Maturity Model Survey, Q3 2013
- 21. Many will invest in new innovations
- 22. © 2012 Forrester Research, Inc. Reproduction Prohibited Agenda Why is it so important to do email well? How do marketers use email today? Where do existing email programs fall short? 22
- 23. Balance user need with business goals 1) What do my users need? 2) What is my business goal for email?
- 24. Kraft saves time and sells product
- 25. How do other emails strike a balance?
- 26. Forrester has a review methodology to evaluate your own balance 1. Business process evaluation • Governance • Analytics • Process • Data 2. User experience evaluation • Subscription • Value • Presentation • Trust
- 27. Criteria is evaluated on a -2 to a +2 scale -2 Complete fail: functionality does not -1 Fail: functionality exists but is difficult to use +1 Pass: functionality exists and is usable +2 Strong pass: functionality demonstrated is best-in- class Scores range from +30 to -30 +15 is a passing score
- 28. Only 4 of 98 emails passed Base: 98 emails Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
- 29. Retail and CPG emails score the best Base: 98 emails Source: The Best And Worst of Email Marketing, 2014, June 20, 2014
- 30. How to avoid common pitfalls Make subscription process intuitive Enable social sharing within emails Support mobile-friendly formats Use preference centers to keep addresses active
- 31. Summary and recommendations Digital is fundamentally disrupting business, not just marketing Email can provide a key tool for managing disruption Most marketers spend on email but don’t use it optimally Improve by mastering your email business process and user experience Message Systems will share other best practices
- 33. Jose Santa Ana Director of Marketing, Message Systems How to Maximize Your Email Marketing Opportunity July 29, 2014
- 34. 34 Message Systems: The Leader in Messaging 20%
- 35. 35 Email / Marketing Services Providers Social Networking Daily Deals Telco Financial Services Consumer Technology Travel & Hospitality Publishing & Media Hosting & SaaS Sampling of Key Clients by Market
- 36. 36 The Momentum Digital Messaging Solution
- 37. 37 Key Takeaways Most marketers spend on email but don’t use it optimally
- 38. © 2012 Forrester Research, Inc. Reproduction Prohibited A better mix to optimize email spend? 38 Creative Integration Analytics Delivery 38%
- 39. 99 % EMAILS DELIVERED 22 % OPT-IN EMAILS NOT GETTING THRU 17
- 40. 40 FTP ESP Report 99% Delivery RP Report 78% Delivery • FTP Package of User and Content Data in ZIP file • Log Into ESP System To Manage/Send Campaign • ISP Filters Delivery To Inbox • Delivery Data Reported to ESP • Engagement Data Reported ESP • Daily Data Bundle Downloaded Your Company Sending through an ESP ESP ISP Engagement Data Delivery Data24-72 Hour Delay
- 41. 99 % EMAILS DELIVERED 22 % OPT-IN EMAILS NOT GETTING THRU 17 % ESP DEDICATED INCREASED DELIVERY
- 42. 42 • Injects Events to Momentum • Momentum Manages Delivery to ISP • ISP Filters To Inbox • Delivery and Engagement Data Feeds to Momentum in Real-Time Speed your engagement lifecycle and control your brand. Sending with Momentum ISP Delivery Data Engagement Data Your Company
- 43. 43 Key Takeaways Most marketers spend on email but don’t use it optimally Moving from an ESP to a dedicated system improves deliverability by 17% 17% deliverability increase 30% revenue increase Automate processes to optimize deliverability through technology
- 44. 44 Adaptive Delivery with Momentum Patented technology that auto-tunes outbound email delivery parameters in real time to optimize delivery and safeguard reputation. • Mail stream segregation • Auto-tuned delivery parameters • Real-time traffic shaping • Real-time decision making, alerts and reports • Live rule updates • Configurable rules • Full FBL capabilities
- 45. 45 Adaptive Delivery Results 10 point Deliverability Gain FINANCIAL NEWSLETTER Deliverability April May June July August 0.85 0.90 0.95 AD Tuning Period Source: Leading publisher/distributor of opt-in financial newsletters.
- 46. 46 Adaptive Delivery Results INTERNATIONAL NEWSLETTER Deliverability April May June July August 0.85 0.90 0.95 • Deliverability Stabilized • Manual Effort Eliminated AD Tuning Period Source: Leading publisher/distributor of opt-in financial newsletters.
- 47. 47 Translates into Real Revenue Results "When we have delivery and reputation issues, we know about them right away, and we can resolve problems proactively. Momentum with Adaptive Delivery has certainly had a positive impact on customer satisfaction…. We’ve been sending nearly 60 million messages a week at 99.15% deliverability. It was as high as 99.3% last week!” JAMES THOMPSON DIRECTOR OF EMAIL OPERATIONS, INFUSIONSOFT INCREASED REVENUE WITHOUT MS WITH MS CHANGE
- 48. 48 Key Takeaways Most marketers spend on email but don’t use it optimally Moving from an ESP to a dedicated system improves deliverability by 17% 17% deliverability increase 30% revenue increase Automate processes to optimize deliverability through technology Focus resources on improving the user experience
- 49. Thank you! 49 Follow us on Twitter: • @messagesystems Follow us on Linkedin: • Message Systems Visit Us • www.messagesystems.com Contact Us • info@messagesystems.com
Editor's Notes
- #6: …Here, we see the new Audi TT’s dashboard, which they just revealed at CES earlier this year. The whole thing is 12.3 inch digital LCD screen, and the display automatically and dynamically changes to the context of your driving situation – or based on your commands. All of your standard info is there, but look at the wealth of contextual information right in front of your eyes as you’re driving. GPS/nav reveals not just where you are and where you’re headed, but the nearest hospital, fuel stations, and other areas of business. Just imagine – my next car could automatically tell me where the nearest Starbucks is right here in my dash display, mercilessly enabling my caffeine dependency, no matter where I am. You see, our context is becoming embedded in everything we use – in the world around us…
- #9: Create a relationship that can survive the transition from traditional analog media to digital.