The Highest Impact Email Marketing Trends of 2020

The Highest Impact
Email MarketingTrends
of 2020
The tactics and technologies to
focus on this year
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

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

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

Unproven
Opportunities
Competitive
Differentiators
Proven
Essentials
Established
Commodities
A. AMP for Email
B. Voice-assistant–friendly email
design
C. Universal holdout groups
D. Brand Indicators for Message
Identification (BIMI).
@ChadSWhite
Low adoption
Low impact in 2020

Competitive
Differentiators
Unproven
Opportunities
Proven
Essentials
Established
Commodities
E. Dark mode-optimized emails
F. Email Annotations in Gmail
G. AI-powered email copywriting tools
H. AI-powered content recommendations
I. Personalized landing pages
J. RFM modeling for targeting
K. Account-Based Marketing (ABM)
L. Omnichannel orchestration
M. CSS-based email interactivity
N. Send time optimization
O. Multivariate email testing
P. Live or real-time content
Q. Inclusive design & email accessibility
R. Advanced performance analytics.
@ChadSWhite
Low adoption
High impact in 2020

Proven Essentials
Unproven
Opportunities
Competitive
Differentiators
Established
Commodities
S. Inactivity management
T. Animated gifs & CSS animation
U. Email personalization
V. Modular email architectures
W. Email segmentation
X. Legal compliance with CCPA,
GDPR, etc.
Y. Responsive email design
Z. Automated or triggered emails.
@ChadSWhite
High adoption
High impact
in 2020

Established
Commodities
Unproven
Opportunities
Competitive
Differentiators
Proven
Essentials
@ChadSWhite
High adoption
Low impact
in 2020
None of the email marketing
tactics and technologies we
asked about were rated
Established Commodities.

We’ll tell you how to learn
more about all of those trends,
but first we’re going to focus
on the most impactful email
trends…
@ChadSWhite

Low ADOPTION High
LowIMPACTHigh
Competitive
Differentiators
Proven
Essentials
@ChadSWhite
AI-powered
content
recommendations
Omnichannel
orchestration
Send time
optimization
Email
segmentation
Email
personalization
Legal compliance
(CCPA, GDPR, etc.)
Automated or
triggered emails
Responsive email
design
1
2
3
4

We’ll also talk about
how Oracle can help you
make the most of these
email marketing trends in
2020.
@ChadSWhite

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

Todd Smith
Senior Director of Solution Engineering
Oracle NAA CX Marketing Sales SE Field
• 12+ years of experience in digital and email
marketing
• Lead the Oracle CX Marketing Solution
Engineering team in North America
A LittleAbout Me

Our first high-impact email
trend is…
AI-Powered Content
Recommendations

AI is the buzzword in the industry—
really, in the world—at the moment.
Anything that can make data-driven
decisions that the client can trust and
and not waste time on themselves is a
big asset.
Jarrod Browning
Project Manager in APAC

Recommendations are especially
effective for brands with lots of
products, services, or other content.
Retailers with lots of products
Media companies with lots of articles
B2B companies with lots of product material,
content marketing, etc.
@ChadSWhite

AI shines in situations where it
is simply impossible to serve
the optimal content manually
at scale.
@ChadSWhite

Oracle CX Marketing Consulting built
a content recommender model to
power the client’s email recovery
module to help reverse a slide in
engagement.
@ChadSWhite
Client:
Automotive
Results:
Lift in recovery
module clicks
+48%
Total lift in
click rate
+4%
Icon made by Kiranshastry from www.flaticon.comCopyright © 2020 Oracle and/or its affiliates.

How
Can Help
Oracle CX Marketing

Data is the fuel…
Name: Chad White
Birthday: 08/10/1979
Email Address: chad.white@gmail.com
Mobile Number: 1-555-555-4444
Device ID 1: 8A:22:78:42:C4
Device ID 2: 9A:24:89:30:Q8
Location: Chicago, IL
RFM Persona: Champion
Buyer Score (3rd Party): 90
Married (3rd Party): Yes
Corporate Male (3rd Party): Yes
Outdoor Enthusiast (3rd Party): Yes
Last Email Opened: 01/15/2019
Last SMS Clicked: 12/19/2019
Last Category Browsed: Outerwear
CONNECT
API
APP
CLOUD
SDK
DATA
WAREHOUSE CRM
WEBSITE & APP
REAL-TIME
STREAMS
TRANSACTIONS
RECOMMENDATIONS DEMOGRAPHICS
ANALYTICS 3RD PARTY
DATA
CUSTOMER
SERVICE
CHANNEL
PREFERENCES

We think of data differently
Data streaming
Composite events
Real time data collection
Batch processing
Yesterday’s data today
Single event
From To
Real-time contextual triggersEvent triggers

Deliver Real-Time
Personalization and
Recommendations
• Create, target, and deliver
personalized content and
recommendations for each individual
• No IT or data science support needed
• Test the best recommendation strategy

Ensure consistent
experiences across
web, app, and email
• Provide a consistent personalized
experience between email and
web campaigns
• Target visitors onsite based on
interactions with emails

• AI Switch for optimizing next next
interaction including next best
offer, channel, or campaign.
• Marketer friendly widget that can
be dropped into a customer
journey.
Harness AI for Next
Best Action

Deliver consistent content
across your inbound and
outbound channels
Empower marketers to
deliver real-time content and
recommendations
Easily test AI algorithms
to continuously optimize
your content

Our second high-impact
email trend is…
Omnichannel
Orchestration

In 2000…
The average consumer typically used 2
touch-points when buying an item
Only 7% of consumers used 4+
touch-points
@ChadSWhite

@ChadSWhite
In 2015…
The average consumer typically used
3 touch-points when buying an item
35% of consumers used
4+ touch-points

Consumers expect consistent
interactions with your brand
across channels.
@ChadSWhite

Potential Marketing Channels
Website
Blog
Search
Social media
Email
Apps
SMS
Push messages
Mail & catalogs
Call center
Stores
Kiosks
Events
Sales team
Affiliates & partners
@ChadSWhite

Consumers interact with
brands, not departments.
They expect brands to listen
with a collective ear and speak
with a collective voice.
@ChadSWhite

We’ve been talking about
omnichannel orchestration for
years, but the technology has now
caught up to the concept.With
easier and faster integrations, it’s
now easier than ever to execute on
omnichannel strategies.
Kaiti Gary
Director of Strategic Services

Oracle CX Marketing Consulting used 1st-
and 3rd-party data from Oracle Data Cloud to
predict which customers should receive
engagement ring messaging, which was
delivered via email, display, and the retailer’s
website using Oracle Responsys, Maxymiser,
and BlueKai.
@ChadSWhite
Client:
Jeweler
Results vs. previous approach:
Email clicks +200% Cart activity +84%
Icon made by Freepik from www.flaticon.comCopyright © 2020 Oracle and/or its affiliates.

A Broken Marketer Experience Results in a Broken Customer Experience
1 in 3 customers will leave a brand they love after just one bad
experience, while 92% would completely abandon a company after two
or three negative interactions. — PWC
Dissatisfied,Customers Don’tConvert and Leave
Fragmented Data andToolsUsed by
Marketers
31% of companies have > 30 marketing vendors
— Econsultancy
Data, Messages, and
Processes
Pass Fragmentation
Onto Customer

No Cross-Channel, Single CustomerView
Mobile Data, Online
Behavior, Social
Marketing Behavior
Email Marketing
Behavioral Data
Offline Sales Data 3rd Party Data
8383

Unifying Customer
Data Across
Channels
CONNECT
API
APP
CLOUD
SDK
Collect and organize all channel data
for easy activation by marketers.
• Identity
• Behavior

• First orchestration tool introduced
in 2009 and adopted by more than
90% of our customers
• Simple and easy to use yet
powerful to solve for the most
complex customer journeys
• Adapt the customer experience in
the moment with real-time data
Industry defining
orchestration

Email SMS/MMS Push Rich Push
In-App
Message
Center
Web Push &
Optimization
App
Optimization
Mobile
Ads
Connected experiences across all touchpoints

• Connect new experiences with apps
• Choose from the Marketplace or
create your own
Extending to all channels with
app platform

React to customers in the
moment using real-time
data
connect to every customer
through any channel
Increase efficiency
while reducing TTM for
creating customer
journeys

Our third high-impact email
trend is…
SendTime
Optimization

Choosing 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.
@ChadSWhite

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.
@ChadSWhite
Client:
Retailer
Results from 50/50 split test:
Open
Rate
+28%
Click
Rate
+31%
Conversion
Rate
+45%

• Send Messages at Ideal Time
• Track and send campaigns based
an individual’s interactions with
previous messages
• Optimized for Every Customer
• Uses behavioral data to determine
the optimal time to send for each
day of the week.
• Available for Email and Mobile
• Ensure customers receive your
brand’s notifications at a time they
are more likely to take action
Powerful algorithms
that are simple and easy
for marketers to use

Unique Open Rate
STO Launch Default Launch
Case Study - Home Furnishing Retailer
3x 77%
23%
Total Revenue
STO Launch Default Launch
64%
36%
Audience

Optimize send time for
email and mobile
easily incorporate send time
optimization
Optimize send time
each day for every
customer

Our fourth high-impact
email trend is…
Email
Segmentation

Using data to target and
message individuals will always
the most effective way to create
positive experience for the
customer.
Helen Lillard
Principal B2C Consultant

More and Deeper Data Available
Cross-channel data from all marketing efforts
Cross-department data as companies de-silo
Advanced analytics are uncovering new
drivers and relationships
Data enrichment by adding 2nd- and 3rd-
party data

Email segmentation strategies
power multiple business needs…
Growing sales with more relevant messaging
Increasing satisfaction and brand image
Reducing risks to deliverability and list churn
to increase subscriber lifetime value

enhanced data quality and used new
behavior cues to inform trip search re-
targeting efforts. Made testing easier by
migrating client to modular build
architecture for emails.
@ChadSWhite
Client:
Travel
Agency
Results:
Click
Rate
+14%
Campaign
Build-Time
-25%
No. of
Tests
+10%

tightened up engagement targeting
criteria using predictive activity
modeling in order to improve sender
reputations and deliverability at Gmail
and Outlook.com.
@ChadSWhite
Client:
Apparel Retailer
Results:
Email Revenue +29% Open Rates +100%
Icon made by Good Ware from www.flaticon.comCopyright © 2020 Oracle and/or its affiliates.

What’s Holding Marketers Back?
Can’t Execute
at Scale
?
?
Patchwork Data
Management Solutions
Fragmented & Siloed
Customer Data
Over Dependence on IT
and Data Management
to Execute Marketing

Solving the Problem
1 ENRICH YOUR DATA
• Requires an open, flexible data platform for complex data
• Enrich your consumer data with the world’s largest source of 3rd party data
EXPLORE AND SEGMENT CUSTOMERS
• Streamlined and automated segments in a toolset designed for business users
• Get counts in seconds-minutes, adjust audience to balance reach and impact
2
ANALYZE AUDIENCE PERFORMANCE
• Pre-campaign, analyze past performance to find the right audience
• Post-campaign, analyze audience performance to evaluate campaign objectives
3
TARGET AND PERSONALIZE
• Deliver targeted segments to execute more personalized campaigns
• Target newly discovered segments with more relevant experiences
4

Oracle data cloud enriching your customer data
Largest 3rd Party Data Marketplace
Data
Collection
Data
Distribution
Data
Analysis
1B
Business
IDs
5B+
Global
consumer
IDs
7.5T
data points
collected monthly
$5T
in online and
offline consumer
transactions
50K+
Segments of data
from 1,500 sources
and 15M websites
ROI when using Oracle’s 3rd Party
Data to enhance segmentation for
customer reactivation efforts3X

Explore and
Segment Customers
• Marketer-Friendly Interfaces evaluate
and segment audiences
• Re-usable filters and graphical audience
design tool for business users
• Counts in seconds-to-minutes instead of
hours, allowing rapid adjustment to
balance reach and impact

• Create audience segments with
mutually exclusive members
• Intelligent graphics let you see segment
composition
Audience Segment
Waterfall

Intelligent
Audiences
 Automatically expand audience
based on predictive profiling
 Identify customers that are predicted to
churn or buy, allowing marketers to
proactively engage

Explore and segment
customers using all of your
data and 3rd party data
Tap into predictive
modeling to enhance
and expand your
audience reach
Increase efficiency
while reducing TTM for
creating audiences

The common theme across all of these
email marketing trends is…
DATA

Low ADOPTION High
LowIMPACTHigh
Competitive
Differentiators
Proven
Essentials
AI-powered
content
recommendations
Omnichannel
orchestration
Sent time
optimization
Email
segmentation
Email
personalization
Legal compliance
(CCPA, GDPR, etc.)
Automated or
triggered emails
Responsive email
design

To learn more about
this year’s email trends…
Visit Blogs.Oracle.com/MarketingCloud
And search for email marketing trends for 2020
@ChadSWhiteCopyright © 2020 Oracle and/or its affiliates.

Thank you! Any questions?
Visit Oracle CX Marketing at
Oracle.com/MarketingCloud
Contact Oracle CX Marketing Consulting at
CXMconsulting_WW@Oracle.com

The Highest Impact Email Marketing Trends of 2020

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a The Highest Impact Email Marketing Trends of 2020

Similar a The Highest Impact Email Marketing Trends of 2020 (20)

Más de Chad S. White

Más de Chad S. White (20)

Último

Último (20)

The Highest Impact Email Marketing Trends of 2020