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Email is Still Crucial to Marketers
1.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why Email Is Still Crucial For Marketers Alyssa Nahatis | Director of Deliverability & Account Management Aurélie Lepley | Product Marketing Manager
2.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Alyssa Nahatis Director of Deliverability & Account Management nahatis@adobe.com Twitter: @ANahatis Aurélie Lepley Product Marketing Manager aurelie.lepley@adobe.com Twitter: @AurelLep
3.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Key Takeaways How industry trends are shaping your email strategy. 1 How to take your email program to the next level. 2 How Adobe clients increase their email ROI. 3
4.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 How industry trends are influencing your email strategy
5.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Email helps you to transform your marketing strategy into a money making machine
6.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Email Ranks # 1 in ROI Compared To The Other Channels 6 Source: the Power of Direct Marketing, Direct Marketing Association, 2011-2012 Return on every dollar invested
7.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Top Challenges for Email Marketers 7 Marketers’ Top Challenges Email-only visibility vs. 360-degree view of customer interactions with brand 51%* * Percentage of respondents naming this as their No. 1 challenge. Source: DMA and Adobe Study Ability to automate an entire email campaign with multiple touchpoints 41% Ineffective connection with the other tools that help inform your job (analytics, content, testing, and creative) 38%
8.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Email Marketers Demand MORE Than a Traditional ESP Can Offer 2/3 of marketers are less than satisfied with their email marketing efforts Source: DMA and Adobe Study
9.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Email Marketers Needs 99 Individual customers, individual campaigns CROSS-CHANNEL EXECUTION REAL-TIME INTERACTION MANAGEMENT OPERATIONAL REPORTING VISUAL CAMPAIGN ORCHESTRATION INTEGRATED CUSTOMER PROFILE TARGETED SEGMENTATION
10.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Customers Who Replaced Their ESP / Marketing Automation Solutions 10
11.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 How to Take Your Email Program to The Next Level
12.
© 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. • Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge • Show Customers You Know Them • Take Benefit of The Remarketing Taking your email programs to the next level • Onboarding • Triggered Messaging • Rendering • Responsive Design • Real-time Inbox • Disabled Image Dilemma
13.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Onboarding 13 Onboarding starts with the opt-in Clear language Only collect what you’ll use No pre-checked boxes Provide a welcome message Remind how they got onto list Share the benefits Frequency of contact Link to preference center
14.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Triggered Messaging 14 Examples of triggered messaging Birthday email Based on past purchase Abandoned shopping cart Event follow-up Seasonal/holiday
15.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Email Rendering 15 Use rendering tools to view your emails Browsers Email clients Devices
16.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Responsive Design 16 Emails are deleted that don’t render properly Adobe Campaign offers responsive design templates 61% of emails opened on mobile devices
17.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Contextual Marketing 17 Right time Right place Right offer
18.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. The Disabled Image Dilemma 18 Most ISPs disable images by default Include hosted online version Make it easy to say good-bye Ensure your call to action appears even without images
19.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
20.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. What determines Deliverability? 20 Sending Reputation: Technical Configuration Low Complaints Good Data Quality High Engagement
21.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Best Practices: Know Your Data • Know your data • Active & engaged list • Reduce frequency to inactives • Data quality/hygiene • Segment • Test
22.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Best Practices: Content 22 Prominent call to action Pre-flight content check Subject lines Balance graphics & text Include address and opt-out link Consider responsive design
23.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 How Adobe clients increase email ROI
24.
© 2014 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. • Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge • Show Customers You Know Them • Take Benefit of The Remarketing Adobe Clients taking their email programs to the next level • Manage the Consumer Lifecycle • Trigger Email At Key Moment • Put your Customers in Charge • Tailor Content for Each Customer & Context • Show Customers You Know Them • Take Benefit of The Remarketing
25.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Follow The Customer Through The Consumer Lifecycle 25 Increase in conversion rates: +10 points 20% Proven contribution from Marketing to revenues
26.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Trigger Emails at Key Moments 26 Personalized emails invite customers to rate products Push promotional offers Open rates exceed average
27.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Trigger Emails at Key Moments 27 Customer L’Occitane (Sent by automatic email at D+2) L’Occitane Customer Recovery action: Trigger customer service call to improve customer experience Training: Train store managers on improving customer experience Brand advocate: Develop marketing actions to keep them loyal and develop business
28.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Put Your Customers In Charge 28 Offer frequency options Include option to opt-down Maintain Rich Preference Center Offer Multi-Channel Communication Options Don’t just Collect Data, Use it!
29.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Gray Content Area Layout 29 For use with full-screen images or diagrams that look good on gray
30.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Show Customers You Know Them With Personalization 30 Open rates increased by 537% Click-through rates nearly doubled, going from 25% to 48%
31.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Show Customers You Know Them With Personalization 31 Dynamic cross-sell copy specific to content type of purchase (book, newsstand, etc.) Personalized recommendations based on purchase history Original Revised Transactional Email Personalization Digital Purchase Confirmation Email Linked Sales Increased 67% YOY
32.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Do Not Miss The Remarketing Opportunity 32 32 Source Shopping Cart Abandonment: Online Retailer’s Biggest Headache Is Actually Huge Opportunity. Business Insider, May 2014. 71% of shoppers abandoned online shopping $4 trillion of merchandise left in online shopping carts 40% open & 20% click from remarketing email within 3 hours 8% cart abandoners grow cold after an hour
33.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 2.5x 1 Hour 2 Hours 3 Hours Do Not Miss The Remarketing Opportunity 1x 24 Hours Industry Baseline Increased Remarketing ConversionCreepy? Optimized Lift +60% Revenue Source: Business Insider Intelligence, April 2014 Real-Time remarketing shows an opportunity of 2.5x lift
34.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 Key Takeaways Capitalize on data to optimize emails. 1 Provide tailored content for each person & context. 2 Follow customer through their lifecycle. 3
35.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. The Total Economic Impact™ Of Adobe Campaign • North America Retail Customer • Benefits included: • Improved customer engagement • Incremental revenue • Email cost effectiveness • Data and system consolidation • Available now: • adobe.com/go/CampaignROI ROI INCREM. REVENUE NET PRESENT VALUE PAYBACK PERIOD © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Forrester Research, Inc. 35
36.
© 2015 Adobe
Systems Incorporated. All Rights Reserved. Adobe Confidential. Want to learn more? Click here to access the full recording for this and other Adobe Summit sessions and keynotes.
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