Earlier this week we attended the Adestra Email Marketing Summit at the Royal College of Physicians at Regents Park, London. Web.com have being using Adestra as their email marketing platform for just under 4 years now and our Head of Marketing, Katrina Shepard, attended and spoke at last year’s event. The day was informative, well organised and we learnt many things about email marketing that we hadn’t known previous – all-in-all a successful day! Our Marketer attended two of the ‘Basecamp’ sessions including ‘Email Automation’ by Sarah Gaffney (Senior Marketing Manager, UBM) and ‘Personalisation’ by Tom Mahoney (Internal Sales & Brand Manager, Serious Sport) as these are two elements of email marketing we want to utilise more here at Web.com. Here’s some interesting things we picked up on over the course of the day:
Email Marketing Trends
1. In 2008, digital marketers predicted email would die with messenger apps emerging, we later found out this was not the case
2. We spend 2.1 hours a day on email and the average person gets 122 emails a day
3. Email must be designed for mobile, 40% of all emails are opened on a mobile phone
4. 62% of marketers are optimising for responsive design
5. Email is so effective because there is no intermediary, it’s straight from you to the customer
6. In a poll eConsultancy performed, they found marketing budget spend has stayed the same from 2015 to 2016, meaning Marketers aren’t getting more money, they must utilise what spend they have
7. 73% of Marketers say that email marketing offers an ‘excellent’ or ‘good’ ROI
8. Email is level pegging with SEO in terms of ROI at 73%
9. When asked ‘what is going to be the most exciting marketing opportunity in 5 year’s time?’ consumers answered ‘data driven marketing that focuses on the individual‘.
10. Aim to get the best out of your existing templates before trying anything new
11. It takes on average 2 weeks to get an email out from idea to execution
12. It’s very easy for email developers to blame outlook for everything that goes wrong in an email template! (We agree – this is usually the case!!!)
13. Try to use fonts in your emails that people already have on their standard devices so they don’t break – use web safe fonts
Adestra’s Email Editor
14. Use Adestra’s Email Editor! Every speaker at the summit raved about it! Tom Mahoney from Serious Sport described it as a “complete game changer”
15. With the editor you can map out a template with all the modules and pieces that you need. You can then quickly and easily remove, add to, drag and drop. The modules are interchangeable. The 2 week turn around with email campaigns changes to more like an hour!
16. The editor supports mobile optimisation and makes your emails responsive on all devices
17. 57% of Adestra users utilise the tool – it has only been around for a year and they are seeing this continue to rise
18. Most Marketers will have tried split testing a subject line, however the email editor makes it easy to spilt test more in depth with content
20. In March 2019 the UK will leave the European Union, there is uncertainty for businesses
21. In May 2018 the GDPR (General Data Protection Regulation) will to be enforced
19. The GDPR change is coming in, your business must still be compliant as it will still apply to UK companies dealing with the EU, regardless of whether the UK remains in the union.
22. There will be big changes to consent, consent will have to be a positive action by the user
23. Consent does not include pre ticked boxes, silence or inactivity
24. Zach Thornton (Direct Marketing Association) suggested you demonstrate the value of exchange and be transparent about data
25. When it comes to data create trust, respect privacy, be honest and fair and be diligent with data
Personalisation (Basecamp by Tom Mahoney, Brand Manager, Serious Sport)
26. If you don’t personalise in emails people think your brand doesn’t know them, we need to target to the individual NOT the device
27. Don’t model a message sequence, model the customer
Serious Sport’s business objectives were to create a personalised experience for their consumers and improve their data list health. They did by creating personalised email campaigns, created new templates and reengaged customers. Their emails personalised on name and club and even products. Serious Sport also used email automation to launch a reengagement programme to their customers; ‘seriously where have you been’, ‘seriously were stumped’, ‘seriously are we breaking up?’ Serious Sport sent the first email, had a 3 week break, sent the second then had a 2 week wait before the final email was sent. They found promo codes really helped capture customers reengage. Finally, if the customer was still disengaged they unsubscribed their email address and put them on a suppressed list.
The Evolving Landscape
28. £253 is spent on each internet user in the UK on advertising
29. Your email address is central to all the information people have about you
30. You use it to communicate with your bank, insurance, family, retailers, doctors, mortgages, the list goes on
31. The average consumer has 3 email addresses; primary, secondary and a junk email address you put on sites you don’t entirely trust
32. 56% of consumers leave the site or give you a fake email address if they don’t trust you
33. Only 33% of Marketers are doing advanced segmentation
34. As consumers we expect brands to already know what we are interested in. If someone sends us information or an offer on red wine when we only like white, the email will be deleted and we won’t take interest in the brand
Email Automation (Basecamp by Sarah Gaffney, Senior Marketing Manager, UBM)
35. A main reason for email automation is time management. Especially for UBM they implemented it simply because their Marketer was going on holiday. It allows communication to still happen with customers even when people aren’t in the office.
UBM organised an event called Sleep whereby it transformed an exhibition into hotel rooms to meet sellers from the hotel design sector. With email automation they wanted to grow visitors at their events and increase conversion rate. They successfully split their audience into 3 segments, ‘VIPs’ (top tier designers), ‘Registered By a Colleague’ (a friend recommended to come along) and ‘Other Visitors’. Sarah Gaffney stated “segmenting is key to email automation“. Sleep sent 4 automated campaigns over 2 weeks; benefits of attending, the show floorplan, event speakers, then told them to book travel and stay. Mid way through they checked email stats and were able to pause the campaign and make changes if needed. Additionally, they sent post-event emails and the post campaign results showed it was a huge success.
Adestra Development Update
36. Recent changes to Adestra include: docs interface with easy search bar, updated release notes, new header design and navigational changes, email editor, location filtering, promo codes (unique codes to engage contacts)
37. What’s coming: the user control of email content based on a contacts data to create highly personalised and relevant communications, conditional content user interface, interface for email template developers, template API, split testing with approvals, new launch system, RESTful API and automated outbound SMS (if a mobile number has been captured and you are legally allowed to use it, a client can be sent an SMS as part of the automation process). 64% of us captures mobile numbers but only 20% use them for SMS and other comms!
38. Email best practice is to generally keep prices off your emails. Celtic & Co didn’t find this. They found emails with price on boosted their conversion, as people who could actually afford the products would go forward to the landing page. Every business is different – you need to do your own testing!
40. Businesses must stand out visually in crowded inboxes
41. The more data you collect the more focussed and personal you can be in your comms
42. The brand Slender Tone got that clever with Email Marketing they even emailed people when they didn’t use their Ab Belts in a week! These emails had a 21% success rate
43. Abandon basket emails can have the highest ROI
44. Areas of focus for innovation in 2017 are more creative uses of behavioural triggers and greater uses of dynamic elements such as GIFs, animation, video and countdown clocks
45. Attend The Festival of Marketing 2017!
46. Look at Adestra’s Campaign of The Month for inspo
47. Do not batch and blast emails, you need a fully developed strategy
48. Take people off the email list who don’t want to hear from you! It will improve deliverabilty, open rate etc
49. ‘Goodbye’ as a subject really works for reengagement. Celtic & Co found that a simple message works 4 times better
50. Send newsletters that aren’t just product-led, include editorial, fun content
Okay, so we have a number 51… If your based in London, don’t miss Adestra’s Christmas Quiz!