Prioritizing Which Email Innovations to Pursue

PrioritizingWhich
Email Innovations to
Pursue
The no-brainers
and not-so-fasts
Copyright © 2020 Oracle and/or its affiliates.

To help you determine your
email marketing priorities for
2020, we surveyed our more
than 500 consultants about 26
tactics and technologies.
@ChadSWhite @InnovateEmailCopyright © 2020 Oracle and/or its affiliates.

They rated each one for its
current adoption and its
impact in 2020. We then
organized them into
adoption-impact quadrants.
@ChadSWhite @InnovateEmail

Low ADOPTION High
LowIMPACTHigh
Unproven
Opportunities
Competitive
Differentiators
Proven
Essentials
Established
Commodities
@ChadSWhiteCopyright © 2020 Oracle and/or its affiliates.

@ChadSWhite
level of effort as
well as clarity of
action.
Let’s discuss some
of these, but also
factor in

Some of these
are no-brainers,
while others are
not-so-fasts
you’ll want to
think through.

Chad S. White
Head of Research
Oracle CX Marketing Consulting
• Author of Email Marketing Rules and more than
3,000 blog posts on email marketing trends and
best practices
• Email Experience Council’s 2018 Email Marketer
Thought Leader of theYear
A LittleAbout Me
@ChadSWhite

We’re a global digital marketing agency, uniquely
positioned within Oracle to deliver the tools and
expertise you need to achieve more with the
leading marketing cloud, including:
Strategy&Analytics
Automation
Deliverability
QA & Deployment
Implementation
and more
Training
Creative & Coding
DesignThinking
CXMconsulting_WW@Oracle.com

@ChadSWhite
Let’s talk about the
No-Brainers

Quick returns
No-Brainers have…
Straightforward approach
to strategy and execution

No-Brainer #1
MultivariateTesting

Low ADOPTION High
LowIMPACTHigh
Unproven
Opportunities
Competitive
Differentiators
Proven
Essentials
Established
Commodities
Competitive
Differentiator
Multivariate
EmailTesting

While A/B testing let’s you test
two variables at a time,
multivariate testing allows you
to test many at once.

Multivariate testing let’s you
iterate more quickly, but more
importantly let’s you test the
interplay of 2+ elements.

Extra Pitfalls to Avoid
Don’t compromise on your victory metric
Ensure that your results are statistically
significant

If you’re testing four pairs of
variables, for example, it would
result in 4 factorial (1x2x3x4), or
24, possible combinations. It’s
essential to wear your
statistician’s hat.
Sudha Bahumanyam
Senior Principal B2B Consultant

Extra Pitfalls to Avoid
Don’t compromise on your victory metric
Ensure that your results are statistically
significant
Do additional planning because of higher
testing volume
Understand the limitations of multivariate

No-Brainer #2
SendTime Optimization

Low ADOPTION High
LowIMPACTHigh
Competitive
Differentiator
SentTime
Optimization

Ways to Choose a Send Time
Pick a time that works for the brand
Examine aggregate open trends to select
a time that maximizes response
A/B test to see what subscribers like
Use send time optimization to personalize
delivery times for each subscriber

Send time optimization is a
simple, easy-to-implement
feature that has an immediate
positive impact on performance
outcomes.
Ben Green
Technical Services Consultant in APAC

You need an all of the above
strategy for choosing a send
time to achieve the best
results in all circumstances.

Unknown AUDIENCE Known
LowCAMPAIGNFLEXIBILITYHigh
SendTime
Optimization
Candidates
Audience with
Open History Data
@ChadSWhite
Campaigns
with Flexible
SendTimes
No Open
History DataNo Open
History Data
Inflexible
SendTime
+

Oracle CX Marketing Consulting used
send time optimization (STO) values
from active subscribers to predict STO
values for less-active subscribers.
Client:
Retailer
Results from 50/50 split test:
Open
Rate
+28%
Click
Rate
+31%
Conversion
Rate
+45%
Icon made by Freepik from www.flaticon.comCopyright © 2020 Oracle and/or its affiliates.

No-Brainer #3
BIMI(Brand Indicators for
Message Identification)

Low ADOPTION High
LowIMPACTHigh
Unproven Opportunities
BIMI

Requirements for BIMI
Authenticate with SPF with DKIM
Create a DMARC record for email-sending
domains and set "p=reject"
Create a BIMI Assertion Record that contains
a link to your .SVG logo
Get a Verified Mark Certificate

The number of valid DMARC
policies in the DNS increased
300% during 2019.

BIMI is still in testing and beta,
butVerizon Media Group saw
open rates increase 10% for
emails with logos on them.

Now, let’s talk aboutthe
Not-So-Fasts

Unclear strategies
Not-So-Fasts have…
Difficult executions
Uncertain returns

Not-So-Fast #1
Email Annotations for
Gmail

Low ADOPTION High
LowIMPACTHigh
Competitive
Differentiator
Email
Annotations
in Gmail

for emails in the PromotionsTab…
when those emails have had Email
Annotations coded into them…
and they appear among the Top Deals.
1.
2.
3.
Gmail will display Email Annotations in
the place of traditional preview text in the
inbox…

Getting into the Top Deals
An excellent sender reputation with Gmail
Based on strong engagement with your
emails from the individual subscriber
Impending expiration of a deal

That’s a lot of ifs,
especially if you’re a brand
that doesn’t have a lot of
Gmail subscribers.

Some Brands’ Concerns
They don’t want their emails to look like ads
The bump in performance may be temporary,
falling after the novelty wears off
Unpredictability of activation of Annotations
Skepticism about Gmail’s motives

Oracle CX Marketing Consulting used
Email Annotations to help our client
increase engagement and revenue for
their multi-day sale promotions without
having to increase email frequency.
Client:
Apparel Retailer
Results on 3rd day post-deployment:
Email Campaign
Revenue
+38%
Campaign-
Driven Revenue
+34%
Icon made by Good Ware from www.flaticon.comCopyright © 2020 Oracle and/or its affiliates.

Code your brand logo into
every email. Use other
Annotations functionality
on case-by-case basis.
Our Recommendation

Not-So-Fast #2
AMP for Email

Low ADOPTION High
LowIMPACTHigh
AMP for
Email

AMP for Email enables
interactive elements—plus
live content, which is likely the
more powerful of the two.

Limitations of AMP for Email
Limited support in inboxes
Requires marketers to learn new coding
language
Requires creation of separate MIME part
Requires ESP support of new MIME part

Additional Concerns about AMP
The standard is still evolving
Need a positive sender reputation with
Gmail—otherwise, AMP is disabled
Google could shutter AMP for Email if they
don’t deem it successful enough

Develop a strong use case
for using AMP for Email and
then experiment.
Our Recommendation: If you have a substantial Gmail audience
and AMP for Email is supported by your ESP…

Experiment with CSS-
based interactivity and live
content in preparation for
possible ESP support.
Our Recommendation: If you have a substantial Gmail audience
and AMP for Email is not supported by your ESP…

Not-So-Fast #3
AI-Powered
CopywritingTools

Low ADOPTION High
LowIMPACTHigh
Competitive
Differentiator
AI-Powered
Copywriting
Tools

Concerns about AI-powered
copywriting tools that we hear
from our clients…
Expensive tools currently
Unsustainable lift with tools
Word and phrasing recommendations that
are off-brand

One of our travel brands ran their first
test and the winning subject line
started with ‘RE:’ like it was a reply to
an email.They obviously had a level
of discomfort with this.
Mark Sambor
Senior Director, Account Management
Oracle CX Marketing

Optimize for clicks (or conversions), not
opens
Reject subject lines and copy that aren’t
consist with your brand voice or image
Confirm the performance of AI-conceived copy
by testing it against human-conceived copy
Our Recommendation for how to succeed with these tools:

Not-So-Fast #4
Voice Assistant–
Optimized Emails

Low ADOPTION High
LowIMPACTHigh
Voice
Assistant–
Optimized
Emails

Smart Speakers vs. Tablets
Installed worldwide
2020 2021
400MM
300MM
200MM
100MM

Issues with Voice Assistants
No way to track voice engagement
Emails currently optimized for visual
communication
Smart speakers don’t have browsers, so only
support offline and verbal calls-to-action

Optimize for voice triage of inboxes by using
descriptive subject lines and preview text;
avoiding creative use of punctuation, spacing,
and spelling; and using emojis thoughtfully
Improve your screen reader accessibility by
hiding content with style="display=none;" and
avoiding unnecessary alt text
Our Recommendation:

Now that we’ve covered the No-Brainers
and the Not-So-Fasts, let’s touch on one
final group of email marketing trends…

@ChadSWhite
Let’s talk about the
Non-Negotiables

Varied strategies
Non-Negotiables have…
Iterative executions
Highly compelling returns

Some Non-Negotiables
Personalization#1

Personalization
#2
#1
Segmentation

Personalization
Triggered Emails
#2
#1
#3
Segmentation

Personalization
Triggered Emails
#2
#1
#3
Segmentation
InactivityManagement#4

Executing on those trends
ensures you’re sending the
right messages to the
right people, which is more
important than ever.

Investments in these trends is
also key to building an
enduring and defensible
competitive advantage with
your email program.

Thank you! Any questions?
To learn more about this year’s email trends,
visit Blogs.Oracle.com/MarketingCloud and
search for email marketing trends for 2020
Contact Oracle CX Marketing Consulting at
CXMconsulting_WW@Oracle.com

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