tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2016-10-20T10:00:00+01:00 tag:econsultancy.com,2008:Report/4278 2016-10-20T10:00:00+01:00 2016-10-20T10:00:00+01:00 The Fundamentals of Email Marketing <p>No tool in your marketing toolbox is as valuable and necessary to you as your<strong> email marketing</strong> programme:</p> <ul> <li>Email <strong>generates a generous return on investment</strong>, higher than any other digital marketing channel, including search and social media.</li> <li>Email <strong>extends the reach and power of every other marketing channel you use</strong>, whether it’s digital, mobile, print, broadcast or out-of-home.</li> <li>Holistic email marketing <strong>improves the customer experience</strong>.</li> <li>Email messages can <strong>align with all of the touchpoints on the customer journey</strong>, from browsing to buying and on to loyalty.</li> <li> <strong>Continuous platform development</strong> makes innovations possible.</li> </ul> <p><strong>The Fundamentals of Email Marketing</strong> report will help marketers understand, implement and execute email strategies to maximise return on investment in this channel.</p> <h2>What the report includes</h2> <p>The report includes <strong>initiatives, strategies and tactics that are not part of the conventional wisdom surrounding 'best practices'</strong>.</p> <p>All the initiatives, strategies and tactics recommended in this report assist both the marketer and the consumer. We’ve created this guide so you can use it to <strong>either review your existing email strategy or to help create a comprehensive email marketing strategy from scratch</strong>.</p> <p>We've also included <strong>a multitude of practical tips</strong> you can apply to individual campaigns to help maximise results.</p> <p><strong>A word of advice</strong> before reading – always question a tip and test it, even the ones we advocate here. Don’t accept on faith that something is the best route to take.</p> <p>However, whether you are a time-pressed newcomer to email or a grizzled veteran looking to elevate your programme, this guide and its recommendations are a good place to start.</p> <h2>How the report is structured</h2> <p>We've written this as eight standalone sections covering the essential areas of email marketing:</p> <ul> <li>Objectives and strategy</li> <li>Growing your database</li> <li>Using your email for targeting</li> <li>Designing for email</li> <li>Copywriting for email</li> <li>Testing and optimisation</li> <li>Reporting success using metrics that matter most</li> <li>Deliverability optimisation</li> </ul> <p>So you have a choice: you can sit back and read this guide from beginning to end like a book or you can jump to the section that has the most relevance to your current needs and explore it and delve into the others as and when needed.</p> <h2>Author and contributors</h2> <p>This guide has been put together by <strong>Kath Pay</strong>, who lives and breathes email marketing, with the aid of several experts who have kindly contributed their time and effort in producing this guide.</p> <p>Contributors to the report include:</p> <ul> <li>Skip Fidura, Client Services Director, dotMailer</li> <li>Guy Hanson, Senior Director of Professional Services, Return Path</li> <li>Steve Henderson, Compliance Officer, Communicator</li> <li>Loren McDonald, Marketing Evangelist, IBM Marketing Cloud</li> <li>Dela Quist, CEO, Alchemy Worx</li> <li>Jordie van Rijn, Email Marketing Consultant, eMailMonday</li> <li>Karen Talavera, President, Synchronicity Marketing</li> <li>Catherine Toole, Founder and non-executive Director, Sticky Content Ltd</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:BlogPost/68391 2016-10-13T01:00:00+01:00 2016-10-13T01:00:00+01:00 Ten ways to freshen-up your email marketing Jeff Rajeck <p>So, though it seems like email is working well, companies are not increasing investment in the channel.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0002/1.png" alt="" width="701" height="340"></p> <p>One potential reason for this is that email is a legacy technology and many marketers have become comfortable with how it fits into their organisations.</p> <p><img src="https://assets.econsultancy.com/images/0008/0003/2.png" alt="" width="616" height="379"></p> <p>To others, though, email marketing is still evolving and<strong> there are a number of new best practices which can help even the most jaded email marketer.</strong></p> <p>To find out more about these, we spoke to a number of marketers about email at our recent Digital Cream Sydney and asked for ways to 'freshen-up' a stale email marketing programme.</p> <p>Here are ten tips provided by client-side marketers on the day.</p> <h3>1. Email marketing is a value exchange</h3> <p>One of the first things participants pointed out is that consumers are becoming much more savvy in managing their emails. Often, they pointed out, people have multiple email accounts to manage and ignore commercial emails.</p> <p>Because of this, email marketers should no longer send emails with a simple call-to-action and hope for the best.  </p> <p>Instead, marketers should treat an email as a 'value exchange'. This means that every email sent should answer the customer's unspoken question, 'what's in it for me'. </p> <p>Special offers, exclusive content, and event invites all provide this, according to attendees.</p> <p><img src="https://assets.econsultancy.com/images/0008/0004/email-2.jpg" alt="" width="800" height="533"></p> <h3>2. Email content must be engaging</h3> <p>In addition to providing value to get clicks and opens, marketers must also provide engaging content in order to be read.</p> <p>According to a <a href="https://litmus.com/blog/mobile-friendly-email-september-2016-email-market-share">recent report by Litmus</a>, <strong>email is most often opened on a mobile device.</strong></p> <p>Because of this, noted one participant, <strong>emails are not only in competition with other emails but with everything else available on mobile.</strong></p> <p>So, when writing emails, keep your user's short attention span in mind and make sure that the content is sharp, relevant, and to the point.</p> <h3>3. Use social media to build email lists</h3> <p>Attendees said that organisations still struggle to get email addresses from potential customers.</p> <p>While buying email addresses is now completely out of the question, many are wondering what to do to increase the size of their list.</p> <p>One participant said that social media can help. </p> <p>First off, educational advertising on social media helps drive high-quality traffic to the site. Then offering a free service or valuable information in exchange for an email address can help increase the list size.</p> <p>Also, <strong>if users need to login to your site for any reason</strong><strong>, use a social login.</strong> Then you should be able to get their email address as well as some demographic information.</p> <p>In either case, another noted, the organisation should still use an opt-in email in order to ensure that the customer is okay receiving promotional emails in the future.</p> <p><img src="https://assets.econsultancy.com/images/0008/0005/email-3.jpg" alt="" width="800" height="533"></p> <h3>4. Marketers need to get email data under control</h3> <p>Another way companies can improve their email marketing programmes is to look at the data that they use to measure effectiveness.</p> <p>With so many departments having access to email, <strong>there is often no visibility in an organisation about how many times a customer has been emailed.</strong>  </p> <p>This means that marketers have no way to gauge 'email fatigue', one of the most common reasons for unsubscribes.</p> <p>Also, another participant pointed out, <strong>most organisations do not have clarity on what click, open, and unsubscribe rates they should aim for.</strong>  </p> <p>Some do use industry benchmarks, but attendees felt that these were too general.</p> <p>Email marketers should lead the way on the benchmarks and ensure that everyone who uses email knows what data and targets they should aim for and how they can help to avoid over-emailing customers.</p> <h3>5. A/B testing makes a big difference</h3> <p>Delegates were all enthusiastic about the positive effects of using A/B testing in their email marketing programmes.</p> <p>Things marketers test include: </p> <ul> <li>Email receiver's name.</li> <li>Subject line.</li> <li>Amount of content.</li> <li>CTAs.</li> <li>Frequency. </li> </ul> <p>Out of all those, participants felt that subject line was probably the most important and encouraged others to make testing that a general practice.</p> <h3>6. Use responsive design and video in emails</h3> <p>Emails have changed a lot in the past few years. Now that many people view them on mobile email clients which support rich media, they can include HTML5 design, graphics, and even video.</p> <p><strong>Participants agreed that better-looking emails tend to perform better,</strong> but urged marketers to test emails on multiple platforms.</p> <p>One attendee noted that many email platforms still do not use responsive design as standard and so emails may not render correctly.</p> <p>Another delegate said that video has worked very well for their company, but added that <strong>all video in emails should have subtitles as well as audio.</strong></p> <p> <img src="https://assets.econsultancy.com/images/0008/0006/email-4.jpg" alt="" width="800" height="533"></p> <h3>7. Use preference centres, but be careful</h3> <p>Participants said that email marketers should use web pages where customers can update their preferences, also known as 'preference centres'.</p> <p>They can help brands keep subscribers who were about to unsubscribe and get feedback from those who do.</p> <p>Poorly-designed preference centres, however, can cause customer frustration.  </p> <p>Delegates warned that <strong>requiring customers to login to make changes or offering overwhelming options can turn what should delight customers into something which destroys brand loyalty.</strong></p> <h3>8. All employees who use email marketing should be trained</h3> <p>As email marketing has become more widely-understood in organisations, the use of the channel has become more widespread.</p> <p>What this means is that in many organisations, people who are not familiar with marketing principles often send out campaigns without abiding to the principles of good data management and integrity.</p> <p>At best this means that customers will get too many irrelevant emails and at worst, one participant warned, the organisation may be blocked by major email providers for spam.</p> <p>Because the stakes are so high, <strong>anyone who has permission to launch a campaign should be trained in email marketing</strong>.  </p> <p>At the very least they should understand email design, copywriting, audience management, and relevant spam laws.</p> <p><img src="https://assets.econsultancy.com/images/0008/0007/email-1.jpg" alt="" width="800" height="533"></p> <h3>9. Enterprise-grade email systems are becoming standard</h3> <p>Most participants on the day said that they use, or are in the process of buying, enterprise-grade email systems.</p> <p>Products mentioned included Salesforce, Oracle, and Adobe all of whom include email within their marketing clouds.  </p> <p>Mailchimp was mentioned as a high-quality product for those companies who do not send massive amounts of emails.</p> <p>Along with buying these systens though, attendees said that <strong>marketing teams need to allocate resources to learn and use the system properly.</strong></p> <p>Without proper training, one warned, the advantages of having an enterprise-grade email system will not be realised.</p> <h3>10. Email is not the future</h3> <p>Interestingly, many delegates were keen to point out that email is a legacy technology and will probably not grow in influence.</p> <p>This is because consumers now have so many other ways to find information out about brands and keep in touch with customer service.</p> <p>This means that <strong>email marketers should start to see what other services they can integrate with emails</strong>, such as <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/">online chat</a>, in order to keep their skills current.</p> <p>That said, another participant pointed out that email will probably never go away completely.</p> <p>To back that up, they pointed out that we still receive physical, direct mail from brands to this day.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially the moderator at the Email Marketing table, <strong>Monica Villate Escobar, Marketing Manager at Ventura Health</strong>.</p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/9893/hosts.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/68346 2016-10-07T14:24:28+01:00 2016-10-07T14:24:28+01:00 New data shows why digital is now critical to pharma Patricio Robles <p>At the same time, more than half (53%) of all marketing to physicians takes place through "non-personal" marketing channels.</p> <p>Digital channels in this category include email and SMS alerts.</p> <p>Today, physicians say they spend 84 hours per year interacting with pharma firms through non-personal channels, which they estimate represents 64% of the total time they spend interacting with pharma firms.</p> <p>It can be overwhelming. According to ZS:</p> <blockquote> <p>Today, each of the 26,000 prescribers contacted most frequently by pharmacos receive around 2,800 contacts per year from the pharmaceutical industry.</p> <p>This amounts to about one contact – an in-person sales rep visit, email, phone call or other – every working hour, including weekends and holidays.</p> <p>And they receive these commercial messages on nearly every device, including iPads, mobile phones and laptops.</p> </blockquote> <p>Interestingly, despite the fact that physicians perceive that non-personal channels account for the majority of their pharma interactions and pharma companies estimate that 52% of their outreach is through non-personal channels, budgets don't appear to have shifted yet.</p> <p>A whopping 88% of sales and marketing dollars are still allocated to sales staff.</p> <h3>Increasingly elusive physicians</h3> <p>With the majority of physicians restricting access to sales reps, and 18% of them now "severely" restricting access by meeting with fewer than 30% of the reps who try to meet with them, it's clear that physicians are becoming more elusive and pharma marketers will need to up their game to reach them.</p> <p>According to Malcolm Sturgis, the associate principal at ZS who led the firm's study: "To reach physicians, the pharma industry must become more targeted and sophisticated in its multichannel marketing efforts.</p> <p>"As the variety of alternative marketing channels available today continue to expand, it is critical for pharma to focus on providing a better experience and respond promptly to customer challenges."</p> <p>That doesn't mean getting too aggressive, or going too broad.</p> <p>"While non-personal communications provide an opportunity to reach those 'tough-to-see' prescribers, blindly inundating healthcare providers with digital communications isn't the best solution," Sturgis noted.</p> <p>Pharma marketers will also need to carefully craft the messages they deliver to physicians because of trust: according to a study conducted by Deloitte Consulting, <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">75% of physicians don't entirely trust information that comes from pharma</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/8526/deloitte2-blog-flyer.jpg" alt="" width="470" height="346"></p> <p>But despite the challenges pharma marketers face in today's environment, a large number (84%) told Deloitte that they are influenced by proprietary data, such as efficacy data, that only pharma companies can provide.</p> <p>And 65% indicated they'd be willing to interact with pharma firms around that content through social channels.</p> <p>There are also new channels, <a href="https://econsultancy.com/blog/67831-electronic-health-records-ehrs-could-help-pharma-marketers-reach-doctors">like EHRs</a>, through which pharma marketers have opportunities to provide value to physicians and interact with them in meaningful ways.</p> <p>So as physicians become harder to reach through traditional channels and take more control over their interactions with pharma companies, expect to see pharma marketers adapt by investing more in non-personal digital channels.</p> <p><em>For more on this topic, check out these reports:</em></p> <ul> <li><a href="https://econsultancy.com/reports/embracing-digital-transformation-in-the-pharma-and-healthcare-sectors/"><em>Embracing Digital Transformation in the Pharma and Healthcare Sectors</em></a></li> <li><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/"><em>Healthcare Study: Organizing Marketing in the Digital Age</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68392 2016-10-07T14:14:00+01:00 2016-10-07T14:14:00+01:00 10 superb digital marketing stats from this week Nikki Gilliland <p>If you’re in the mood for more, the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> is ready and waiting as always.</p> <h3>Half of consumers want more sophistication from online banking</h3> <p><a href="https://dma.org.uk/research/talking-the-consumers-language-financial-services-infographic" target="_blank">New research from the DMA</a> has revealed how consumers feel about their current online banking services.</p> <p>Despite 76% of customers using online banking and 22% using mobile banking - 45% still like to visit their local branch to talk about issues face-to-face.</p> <p>Findings also show that consumers also crave more sophistication from their online services.</p> <p>71% want rewards for loyalty, 51% desire special access to offers and 49% want email alerts.</p> <p><img src="https://assets.econsultancy.com/images/0008/0018/DMA_infographic.JPG" alt="" width="623" height="322"></p> <h3>Over half of UK retailers are failing to personalise online content</h3> <p>Despite 93% of retailers admitting that consumers want personalised content, new research from Monetate has found that just 59% are delivering it across more than one online channel. </p> <p>Out of the 81% that are able to personalise content across multiple channels, more than half are unable to synchronise it for a consistent cross-channel experience.</p> <p>Of the obstacles cited by retailers, a lack of human resources is said to be the biggest, closely followed by an inflexible ecommerce platform.</p> <h3>Videos feature in a quarter of search results</h3> <p>A new <a href="http://pages.searchmetrics.com/UniversalSearch_EN.html" target="_blank">study by Searchmetrics</a> has found that while page one of Google only shows around 8.5 organic links, there are a growing number of other opportunities for marketers to target search.</p> <p>This is because nearly every search query results in at least one type of boxed out content, such as app suggestions, integrated Twitter cards, images and videos.</p> <p>Videos in particular present a huge area of opportunity, featuring in around a quarter of results. </p> <p>More specifically, YouTube is the top platform to target, with 9 out of 10 videos being hosted by the site.</p> <p><img src="https://assets.econsultancy.com/images/0008/0029/Search.JPG" alt="" width="600" height="541"></p> <h3>Consumers are more receptive to early morning ads</h3> <p>According to a new study by YuMe, consumers are more receptive to ads in the morning, despite the common perception that evening is prime time for advertising.</p> <p>In a survey of 10,000 consumers, people were asked to rank their willingness to receive a message from a brand on a scale of 1-100.</p> <p>With an average of 59 in the morning and 45 in the evening, an early start was clearly favourable. </p> <p>Further to this, the study also found that purchase intent is also higher at this time, coming in at +11% from 3:00am to 11:59am.</p> <h3>44% of small businesses are failing to keep up with customer demands on payment preferences</h3> <p>Research from PayPal has discovered that small businesses might be missing out on sales due to a refusal to modernise payment options.</p> <p>In a study of over 2,000 businesses owners, it was found that two in five have never reviewed how they take payment from their customers.</p> <p>What’s more, just 17% have a mobile-optimised website and just 4% have a mobile app that takes payments.</p> <p>With a growing interest in digital wallets and contactless payments, the lack of options provided could be the most significant barrier to purchase. </p> <h3>Adobe says email campaigns are failing to engage </h3> <p>Adobe’s latest report has revealed how Europeans are spending over a <a href="https://blogs.adobe.com/digitaleurope/cross-channel-marketing/adobe-email-survey-2016/" target="_blank">third of their waking day on email</a>, but despite this, they are opening 10% less emails from brands.</p> <p>Analysing the email habits of 3,000 professionals across Europe, the report also found that emoji use, an overload of messages and poor optimisation are among the biggest bugbears.</p> <p>With smartphones overtaking desktop as the most favoured device to read emails, 22% of users say they disengage if an email is not optimised for mobile.</p> <p><img src="https://assets.econsultancy.com/images/0008/0020/Adobe_email.JPG" alt="" width="644" height="296"></p> <h3>Apple named the valuable brand in the world</h3> <p>Interbrand’s Best Global Brands report has revealed that Apple is worth an estimated $178.1bn, making it the most valuable brand in the world.</p> <p>Since increasing its value by 5% in 2016, it is now $45bn ahead of Google (which is said to be worth an estimated $133.2bn).</p> <p>Other brands included in the top ten include Coca-Cola, Microsoft and Toyota. </p> <p>Interbrand’s rankings are determined by financial performance of the product/service, influence on customer choice and the strength of the brand in commanding secure earnings.</p> <h3>55% of companies see conversion rate optimization is seen as crucial</h3> <p>Econsultancy's latest report highlights how conversion rate optimization continues to be a key area of focus among digital marketers.</p> <p>55% of companies currently see it as ‘crucial’ to strategy and 35% also rank it as ‘important’. </p> <p>With the importance of conversion rate optimisation remaining high over the last few years, insight suggests that data setup and integration are now becoming areas of focus.</p> <p>For more on this, you can download the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization Report 2016 here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/0017/Conversion_rate_optimisation.JPG" alt="" width="652" height="481"></p> <h3>The Apprentice generates 123 tweets per minute</h3> <p>Lord Sugar returned to our screens this week, and analysis from <a href="https://www.spredfast.com/" target="_blank">Spredfast</a> shows that the nation was quick to react on social media.</p> <p>The first episode in the new series of the Apprentice resulted in a peak of 123 tweets a minute, totalling over 74,000 mentions of the show between 9pm-12.20am.</p> <p>Many users took to Twitter to vent their frustration, with sentiment around the show being 18% negative and 13% positive. </p> <p>However, it appears that many were nonplussed with the familiar format, with the show seeing 69% neutral sentiment.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you’re in a meeting and you’ve had too much coffee… <a href="https://twitter.com/hashtag/theapprentice?src=hash">#theapprentice</a> <a href="https://t.co/SQMvXMgdGZ">pic.twitter.com/SQMvXMgdGZ</a></p> — The Apprentice (@bbcapprentice) <a href="https://twitter.com/bbcapprentice/status/784122778437967872">October 6, 2016</a> </blockquote> <h3>Attitudinal segmentation is three times more accurate than traditional demographics</h3> <p>A study from Network Research has revealed that marketers would see better results by basing research on millennial’s behaviour and attitudes – not age and gender.</p> <p>In a survey of over 1,000 consumers, the company found that most make decisions based on the rational and emotional components of brand relationships.</p> <p>As a result, many marketers could be seeing limited results by focusing on narrow or traditional demographics.</p> <p>The study also quashed common perceptions about certain demographics, such as the idea that that consumers on lower incomes are less concerned about the environment.</p> tag:econsultancy.com,2008:BlogPost/68365 2016-10-05T01:00:00+01:00 2016-10-05T01:00:00+01:00 The best APAC digital marketing stats from September 2016 Ben Davis <h3>WhatsApp at 97% penetration in Singapore</h3> <p>Unsurprisingly, 86% of the country's respondents say it is their most-used app, according to research by Blackbox, <a href="https://www.emarketer.com/Article/Singapore-Older-Smartphone-Users-Tap-Facebook/1014483">published</a> by eMarketer.</p> <p>Facebook Messenger trails in second place, used by 57% of respondents in Singapore. Only 2% said it was the chat app they use the most.</p> <h3>KFC's Tmall page contributes to 2.4m chicken nugget sales</h3> <p>KFC has more than 5,000 restaurants in over 1,100 cities in China, and as of September 6th, the chicken restaurant <a href="http://www.alizila.com/kfc-giving-its-china-business-a-digital-upgrade/">has its own Tmall shop</a>.</p> <p>The Tmall shop offered discounted meals when purchased in bulk (e.g. 30 breakfasts for c.$30). The page ran in conjunction with an augmented reality game in restaurants, where Tmall app users could 'capture' the Tmall cat and receive discounts on the KFC Tmall page.</p> <p>And the stats? 3m uniques to the <a href="https://kfc.world.tmall.com/">KFC Tmall page</a> on day one alone. 80,000 30-piece chicken nugget packs were sold (that's a whopping 2.4m nuggets).</p> <p><img src="https://assets.econsultancy.com/images/0007/9854/Screen_Shot_2016-10-04_at_08.01.16.png" alt="kfc tmall" width="615" height="339"></p> <h3>28% of APAC consumers have not interacted with mobile ads in six months</h3> <p>An IAB report finds APAC to be the region most unresponsive to mobile advertising.</p> <p>28% of APAC respondents said they had not interacted with mobile ads in the last six months, compared to 19% in both South America and Europe.</p> <p>This may be seen to be particularly surprising given mobile adoption in APAC (44% of Chinese respondents buy on mobile every month). <a href="http://www.mumbrella.asia/2016/09/apac-consumers-least-responsive-mobile-ads-spray-pray-approach-prevails/%20">More from Mumbrella</a>.</p> <h3>Multichannel marketing and channel preferences across APAC</h3> <p>Experian's <a href="http://www.experian.com.sg/resources/2016-digital-consumer-view-asia.html?SP_MID=7649&amp;SP_RID=2814328&amp;intcmp=ems_digitalconsumerview20160901_1&amp;elqTrackId=3DEE1BFFA1E55819A92F75F5A720A15E&amp;elq=bdf9ac80b6824a1eb34f6298b166dbb6&amp;elqaid=7649&amp;elqat=1&amp;elqCampaignId=3754">Digital Consumer View Asia</a> report has plenty of data to be drilled into.</p> <p>Here are some highlights from the survey of 1,235 respondents across six Asian markets (Singapore, Malaysia, Indonesia, Thailand, Hong Kong and China).</p> <p>Across the region as a whole, email is still the preferred method of brand communication for consumers (34%, with greater preference in Singapore and Hong Kong), but consumers are increasingly open to marketing through social media channels (29%).</p> <p>Other preferences in descending order were SMS (17%), app notifications (13%) and chat apps (7%, though higher in China and Thailand).</p> <p>The chart below shows how many consumers made an offline purchase after receiving comms in a particular channel.</p> <p>Chat apps in particular vary in their effectiveness across territories (65% in Thailand, 21% in Singapore).</p> <p><em>Respondents across the region that have made an offline purchase as a result of viewing </em><em>an online advertisement or promotion</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9821/Screen_Shot_2016-10-03_at_14.57.46.png" alt="purchases as a result of different comms" width="615" height="936"></p> <p>Elsewhere in the study, more than 60% of all respondents noted receiving too many messages. Email and social media channels were the biggest 'spammers' on the list.</p> <p>In Hong Kong, fully 81% of respondents said they get too much email from companies.</p> <p><em>Percentage of respondents across APAC who said they receive too many messages in a particular channel. </em></p> <p><img src="https://assets.econsultancy.com/images/0007/9822/Screen_Shot_2016-10-03_at_15.10.28.png" alt="too much communication" width="615"></p> <h3>Alibaba expects a whopping Singles Day</h3> <p>It's a little over a month until Singles Day on November 11th and Alibaba is expecting 600m transactions through Taobao and TMall.</p> <p>This would represent a 30% increase on 2015, and is the <a href="http://www.scmp.com/business/companies/article/2020692/thats-sound-cash-register-alibaba-braces-another-bumper-singles">prediction of Judy Tong</a>, chief executive of Cainiao Network Technology, which does delivery and transaction logistics for Alibaba.</p> <h3>Properly segmented data the biggest challenge for APAC advertisers</h3> <p>A Criteo survey of more than 400 senior marketing professionals in retail across APAC revealed their main challenges faced in achieving online advertising and marketing goals:</p> <ul> <li>Properly segmented market/consumer-level data (55%)</li> <li>Difficult to achieve or justify ROI (53%)</li> <li>Finding the right solutions providers (50%)</li> <li>Lack of management/department support (44%)</li> <li>Silos/organizational structure (42%)</li> <li>Lack of technical knowledge (39%)</li> <li>Lack of budget (15%)</li> </ul> <p>The report gives details more findings about performance marketing in APAC. <a href="http://www.criteo.com/resources/performance-marketing-wbr/">Check it out</a>.</p> <h3>Alibaba takes biggest share of bumper China ad spend </h3> <p>Emarketer has revised its forecast for China digital advertising spend.</p> <p>Alibaba is now estimated to take more than a quarter of yearly digital adspend - $12.05bn. Alibaba therefore goes 'top', ahead of Baidu, which has <a href="https://econsultancy.com/blog/68232-china-introduces-far-reaching-new-internet-ad-law-why-it-matters/">suffered some bad press in recent months and been affected by new regulations</a>.</p> <p>China will take a fifth of all digital adspend worldwide in 2016 - $41.66bn. </p> tag:econsultancy.com,2008:BlogPost/68283 2016-09-14T13:30:00+01:00 2016-09-14T13:30:00+01:00 Four things email marketers should do to get noticed in their company Parry Malm <p>First, let's take stock of what else is happening in a typical digital department.</p> <p>See, you got the social people, who get all the kudos for crafting a witty tweet, or getting some Likes on Insta.</p> <p>Then, you got the PPC/SEO people, who enter into an unhealthy relationship with their beau Google, subservient to its whims, but deeply in love with an algorithm.</p> <p>And of course, let’s not forget the UI/UX people, who built awesome websites, and who often believe they deserve a Nobel prize for doing so.</p> <p><img src="https://assets.econsultancy.com/images/0007/9115/social_media_guy.jpg" alt="" width="472" height="472"></p> <p>But email peeps, they're a humble people. They never shout about what they do. </p> <p>And yet they do what they do, week in and week out, often without recognition or praise, because, and let’s not forget this point, <strong>email is dead, so whatever</strong> (THAT WAS SARCASM).</p> <p>Now of course, the preceding sarcasm illustrates a point. While email is an oft maligned marketing channel, <a href="https://econsultancy.com/blog/67734-three-key-charts-from-our-2016-email-marketing-census/">it remains a hugely effective channel</a>... and the one for which you control your own destiny.</p> <h3><strong>How so?</strong></h3> <p><strong>Social</strong> – Facebook, Insta, Twitter etc. – your data is owned by a large tech company that could shut you down tomorrow (or charge you for reach).</p> <p><strong>SEO/PPC</strong> – your reach is fundamentally controlled by a large tech company that could destroy your revenue lines tomorrow.</p> <p><strong>UI/UX</strong> – you’re dependent on people coming to your site, so without traffic drivers, well, you’re like a tree falling in the woods...</p> <p>But email? Email is different.</p> <p><img src="https://assets.econsultancy.com/images/0007/9116/email_dead.jpg" alt="" width="298" height="403">  </p> <p>Email is the one channel for which you own your own destiny. You’re not beholden to a third party to reach out to your audience.</p> <p>You’re not forced into paying for reach that you’ve earned. You’re not subservient to anyone (well, just your CRM database, but anyway).</p> <p>See, anyone can collect and send out emails. And that’s why, over and over, email remains one of the strongest digital marketing performers. Or, as some may say, <a href="https://econsultancy.com/blog/64685-why-custom-audience-targeting-proves-that-email-has-won-the-internet/">it’s won the internet</a>.</p> <p>Due to corporate under-investment in email (and perhaps over-investment in other channels), email marketing is often left to the status quo.</p> <p>“Just send more email,” they say, not realising this is tautological advice.</p> <p>So if you’re an email marketer, <strong>here’s some actual tips on how you can get the recognition you deserve:</strong></p> <h3>1. Track email sales better than you do now</h3> <p>Attributing sales to email is hard. The human event of i) receive an email, ii) open said email, iii) click on a link, and iv) buy right away is quite rare.</p> <p>Sure, it happens, but it doesn’t happen all the time.</p> <p>It’s not like <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a>, where often it leads to a direct sale straight away.</p> <p>But does that mean that email isn’t an effective sales channel? NOPE.</p> <p><img src="https://assets.econsultancy.com/images/0007/9117/prove_roi.jpg" alt="" width="400" height="400"></p> <p>Think about your own experience.</p> <p>When’s the last time you received, opened, clicked and bought from a marketing email? You probably have once or twice, but it’s not an everyday occurrence.</p> <p>What is more common is to receive emails, which triggers a need to buy, and then you either go to a brand’s site, or remind yourself to buy something from that brand.</p> <p>So what you need is a more robust attribution model. As part of that, find the statistical answers to these questions:</p> <ul> <li>How many people who were sent my email bought something in the next X days?</li> <li>What about those who opened? And clicked? And even unsubscribed?</li> <li>Once someone signs up to my list, how much is their average spend overall in the next X months?</li> </ul> <p>From here, you can work out what an incremental person on your list is worth. And, subsequently, what an incremental open is worth, and an incremental click, and so on.</p> <p>Then you can show, with statistical mettle, how much money you’re actually making. And I bet it’s loads.</p> <h3>2. Don’t over-segment your audience </h3> <p>Marketing 101 class taught us to segment and target your audience. And yes, often this makes sense, but up to a point.</p> <p>“What’s this? Are you refuting all the experts?” you ask? Well, in a way, yes, and here’s why.</p> <p>It’s the <a href="https://en.wikipedia.org/wiki/Diminishing_returns">law of diminishing marginal returns</a>. Or, as you may know it, Pareto’s Law. Or, even simpler, the 80/20 rule.</p> <p><img src="https://assets.econsultancy.com/images/0007/9118/economy_stupid.jpg" alt="" width="500" height="271"></p> <p>What’s that, you ask? 80% of your results will come from 20% of the effort. Sounds good in principle, but what about practice?</p> <p>See, one massive problem I’ve seen over and over and over is over-segmenting.</p> <p>People will create a million segments on their list. Because, you know, 48-year-old females who bought shoes in the last six months and have a cat called “Bubbles” are a key demographic for your stiletto sales.</p> <p>But as you create more segments, it creates more ongoing effort, and a huge opportunity cost.</p> <p>More ongoing effort, because you’ll need to refactor the segments before every send, in case things have changed (which they will). And you’ll spend hours down the rabbit hole trying to find these minute segments.</p> <p>Which means less time to ensure what you send out is good – thus a huge opportunity cost.</p> <p>So you’ll be sending out perfectly targeted but crappy messages.</p> <p>Instead, spend 20% of your effort on data segments, and you’ll get 80% of the benefit. The marginal gains from extra data work will be incremental at best. So instead, focus the remaining 80% of your effort on other stuff.</p> <p>This way, you’ll get the majority of the benefit of segmenting, while not eschewing the other optimisable elements of a good email marketing programme. </p> <h3>3. Get a small budget for trying new stuff… then ask for more</h3> <p>Like Prop Joe in The Wire said, “<a href="https://www.youtube.com/watch?v=-q2LWHZ6O_M">Buy for a dollar, and sell for two</a>,” before he was unceremoniously killed by Slim Charles and his own nephew Cheese.</p> <p>Come on Cheese, that’s your uncle, what are you doing with your life? Oh wait, he got killed too. Comeuppance!</p> <p>Anyhoo.</p> <p>There’s so much cool stuff you can do in email marketing, but it requires budget, both in terms of money and time.</p> <p>And, considering <a href="https://www.marketingweek.com/2015/04/22/trends-email-marketing/">email marketing is under-invested</a> in the first place, asking for £1m off the hop is going to get turned down.</p> <p>Instead, be smart about how you try out new stuff.</p> <p><img src="https://assets.econsultancy.com/images/0007/9119/test_for_a_dollar.jpg" alt="" width="349" height="466"></p> <p>Ask for a testing budget, an amount that will allow you to fully try new things, but not break the bank.</p> <p>Then, let your boss know it’s a testing budget. Here’s a boilerplate argument:</p> <p>“So I’ve shown that our previous strategy of over-segmentation had an unsustainable opportunity cost.  </p> <p>"Now that we’ve determined the optimal effort required for segmentation effectiveness, it’s time for me to refocus on in-segment optimisation.</p> <p>"However, of course, I can’t predict the future. So what I suggest is switching a small amount of our planned budget for &lt;something&gt; to email marketing, so I can further improve our campaigns.</p> <p>"What this will mean is either 1) we keep making money from email; or 2) we make more money from email by testing out new stuff.”</p> <p>Boom. No brainer, right?</p> <h3>4. Use better subject lines</h3> <p>Okay, so of course I’m going to talk about using <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell/">better subject lines</a>, right? But, it’s important, and here’s why.</p> <p>Effective segments are an important part of the email battle. The next step, obviously, is to get your main messaging seen by more people.</p> <p>How do you do that?</p> <p>Two options:</p> <ul> <li>Send out more email. But this is a brute-force approach, and obviously you don’t want to over-send, or people will hate you.</li> <li>Send out better email. A better strategy, because your average revenue per email will go up, thus generating your department more ROI. And it will make you look ace.</li> </ul> <p>The obvious starting point is to produce better subject lines.</p> <p><img src="https://assets.econsultancy.com/images/0007/9120/chuck_norris.jpg" alt="" width="400" height="498"></p> <p>Segmentation, often, is a data-driven process. It’s not you sat at your desk going, “You know what I think would work?” It’s based upon numbers, upon stats, upon cold hard facts.</p> <p>Subject lines should be too.</p> <p>In optimising your subject lines per segment, you will:</p> <ul> <li>Get more opens and clicks, which you already proved are tied to revenue in #1 above.</li> <li>Justify spending less time fighting with non-causal segments, and just make money, as pointed out in #2 above.</li> <li>Take test money, make money from it, and get more investment in your department, as suggested in #3 above.</li> <li>Have awesome subject lines, as indicated in #4, this point, which is sweet.</li> </ul> <h3>Email marketers, it’s time for you to get noticed… because you’re awesome.</h3> <p>No longer should email marketing be forgotten, like a lowly serf ploughing fields for the social/PPC/UI landlords.</p> <p>Instead, you should be the Queen, or at least be sitting upstairs with the Crawleys, not stuck downstairs while everyone else eats caviar.</p> <p>Let your ROI do the talking, because at the end of the day, that’s what your boss, your boss’ boss, and their boss, ultimately cares about.</p> <h3>Find out more at the Festival of Marketing… </h3> <p><img src="https://assets.econsultancy.com/images/0007/9121/party_hard.jpg" alt="" width="500" height="343"></p> <p>The Phrasee team will be at the <a href="http://www.festivalofmarketing.com/sponsors/phrasee">Festival of Marketing</a> in a few weeks’ time. Come say hi. It’ll be awesome.</p> tag:econsultancy.com,2008:BlogPost/68231 2016-08-26T14:22:00+01:00 2016-08-26T14:22:00+01:00 Five ways to utilize your data to increase sales Shaun Haase <p dir="ltr">Only <a href="http://www.technologyreview.com/news/514346/the-data-made-me-do-it/">0.5% of data available is used</a>, as the sheer amount and complexity of the data intimidates companies.</p> <p dir="ltr">Many believe that only large enterprises have the resources to utilize big data, yet small businesses can easily take advantage of it as well.  </p> <p dir="ltr">Making sense of this information can be overwhelming, but once you discover a way to integrate it into your own decision-making process, you’ll quickly realize the myriad of new sales opportunities that are now at your disposal. </p> <h3 dir="ltr">1. Analyze old data</h3> <p dir="ltr">Your historical sales data holds valuable information that can be leveraged to improve sales efforts at each stage of the funnel.</p> <p dir="ltr">By identifying which sales tactics work best, you’ll be able to gradually refine your approach and improve conversion rates each time.</p> <p dir="ltr">In order to do this, gather all of your data from past leads, opportunities and sales transactions and input them into <a href="https://econsultancy.com/reports/the-role-of-crm-in-data-driven-marketing/">a CRM software</a>.</p> <p dir="ltr">With all of your historical data stored and organized in one place, you’ll be able to analyze which strategies worked best for each customer or product segment.</p> <p dir="ltr">Historical data can also be used to improve sales forecasts, allowing you to identify high-value targets and better allocate potential opportunities and new leads.</p> <p dir="ltr">Having your sales team concentrate on only the most promising opportunities will rapidly increase the efficiency and effectiveness of your sales efforts.</p> <h3 dir="ltr">2. Optimize pricing</h3> <p dir="ltr">Pricing can be one of the biggest challenges of introducing a new product.</p> <p dir="ltr">Pricing too high can drive customers away, yet pricing too low can erode your profit margins and even customer perception.</p> <p dir="ltr">In addition to external research (e.g. tracking the competitive landscape and market opportunity), carefully analyze past transactions and your customer base.</p> <p dir="ltr">Using data from your CRM (or similar analytics software), segment your customers by different price points to help narrow down the ideal price range based on each group’s price tolerance, behavior and demand.</p> <p dir="ltr">Combining both internal and external data points arms you with the necessary insights needed to determine an optimal pricing structure for maximum sales potential.</p> <h3 dir="ltr">3. Refine your messaging</h3> <p dir="ltr">Customers have their own set of attributes and require communications that are tailored to their specific needs, preferences and desires.</p> <p dir="ltr">Most businesses do this by creating <a href="https://econsultancy.com/blog/62303-how-to-effectively-segment-your-data/">customer segments</a> based on a wide range of attributes such as geographic location, age, sex, marital status, etc.</p> <p dir="ltr">But how do you determine which message works best for each customer segment?</p> <p dir="ltr">By A/B testing the various elements of each message, you can analyze how customers respond to different headlines, offers, images and copy to find that works best.</p> <h3 dir="ltr">4. Visualize the data</h3> <p dir="ltr">Raw data can be confusing to interpret and time-consuming to sift through, especially when you have a large amount of it.</p> <p dir="ltr">Instead, visualize the data through centralized dashboards that provide a constant stream of information.</p> <p dir="ltr">One example is <a href="https://www.geckoboard.com/">Geckoboard</a>, a dashboard app that displays real-time data in a visual and dynamic manner, making it simpler for teams to reference relevant data when making critical decisions.</p> <p dir="ltr">Sales teams can easily use this visual data to track progress and monitor any relevant metrics.</p> <h3 dir="ltr">5. Create compelling case studies  </h3> <p dir="ltr"><a href="https://econsultancy.com/case-studies/">Case studies</a> are an effective way to inform potential customers of your capabilities and recent accomplishments; they highlight real world examples and serve as facilitators when closing new deals.</p> <p dir="ltr">Web apps such as <a href="http://sketchdeck.com/">SketchDeck</a> can pull specific data points into case studies to effectively communicate value to your customers.</p> <p dir="ltr">Beyond incorporating core data points, be sure to include visual elements such as charts and graphs that clearly highlight the key points and benefits.</p> <p dir="ltr">Keeping your case studies brief and concise with visual data will help you create impactful selling points.</p> <p dir="ltr">Extracting value from your data takes some time and effort, but once you do, the benefits are endless.</p> <p dir="ltr">Regardless of the size of your business, learning to incorporate data into your sales processes will not only help you become a much better decision maker but also drive revenue growth.</p> <p dir="ltr"><em>To learn more, check out Econsultancy’s range of <a href="https://econsultancy.com/training/courses/topics/data-analytics/">data and analytics training courses</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68132 2016-08-16T15:15:10+01:00 2016-08-16T15:15:10+01:00 10 key challenges facing CRM marketers Ben Davis <h3>1. Too much data, not enough action? </h3> <p>In 2015, Econsultancy's <a href="https://econsultancy.com/reports/measurement-and-analytics-report/">Measurement and Analytics report</a> showed that 40% of executives found more than half of their collated analytics data was useful for decision-making.</p> <p>That proportion of marketers dropped to 33% in the recent 2016 survey, due perhaps to an increase in complexity, particularly in advertising, with new technology hitting the market.</p> <p><img src="https://assets.econsultancy.com/images/0007/8066/Screen_Shot_2016-08-16_at_10.48.02.png" alt="how much data do analysts use?" width="615"></p> <p>One other explanation could be that mid-tier organisations are getting more of their data in order, but haven't quite worked out what to do with it yet.</p> <p>This seems to be the story when I speak to Ivan Mazour, CEO and founder of Ometria.</p> <p>The company started out in data and analytics, combining data for clients to create <a href="https://econsultancy.com/blog/65425-what-is-the-single-customer-view-and-why-do-you-need-it/">a single customer view</a> (from ecommerce purchase data, to website data, marketing data, offline data etc.).</p> <p>However, Ometria changed direction a couple of years back, realising that when many of its customers got their data in order, they weren't entirely confident how to act on it.</p> <p>In Ivan's words: "Just getting the data didn't solve any of their problems, they wanted to take the next step."</p> <p>So, Ometria developed a cross-channel platform aiming to create unified customer communication journeys (through email, web, social) based on customer data, with a focus on retention and lifetime value.</p> <p>This data-driven CRM retention strategy is what many brands are currently working towards.</p> <h3>2. Avoiding short termism</h3> <p>As any CRM expert will tell you, some customers are worth more than others, and that's something that has to be borne in mind when creating a contact strategy.</p> <p>Jill Brittlebank, senior director of strategy and analytics at Zeta Interactive (a big data and analytics company) sums up the challenge of short termism:</p> <p>"There can be a lot of focus on day-by-day trading metrics, so if trading's down, marketers might send a message or create a campaign, rather than asking themselves 'are we growing our overall customer value?'</p> <p>"'Are we increasing frequency of purchase, basket size, certain category purchases, etc.?' These are the things that grow sustained performance.</p> <p>"Yes, you have to keep the funnel fed, but understanding your acquisition - what is driving the highest value customers as well as highest volume - is really important.</p> <p>"As attribution becomes more accessible to the mid tier, they understand better the value of each contact"</p> <p>Brittlebank's comment on attribution echoes some findings from our Measurement and Analytics report, which shows the proportion of marketers who state that they are using an attribution model has risen by 16% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0007/8072/Screen_Shot_2016-08-16_at_11.31.55.png" alt="attribution model usage" width="615"></p> <h3>3. Bridging the gap between acquisition and retention</h3> <p>Acquisition strategies have become more complex, particularly when it comes to programmatic advertising, now available across major social channels.</p> <p>Jill Brittlebank, Zeta Interactive, points out that there's a disconnect between acquisition and retention strategy, which mirrors the disconnect between sales and marketing in many organisations:</p> <p>"Typically customers are most likely to buy when they first engage with your company, and that's when you know least about them.</p> <p>"The challenge is to pull through the data from acquisition (cookie pools etc.) to influence growth and retention.</p> <p>"Many companies are using DMPs and have the ability to be targeted at a prospect level; the next win is to bring that through into your customer marketing. </p> <p>"There's a break - you have really rich targeting, but then the slate is wiped clean once the customer lands." </p> <h3>4. Behaviour-based personalisation</h3> <p>Targeting is becoming a much-debated topic in advertising and marketing.</p> <p>Only recently, <a href="https://econsultancy.com/blog/68182-what-can-p-g-and-facebook-teach-us-about-the-reality-of-targeting-and-the-future-of-tv-ads/">P&amp;G admitted it had gone too broad</a> with its Facebook advertising, and many creatives argue that the big idea trumps poorly created micro-segmented content.</p> <p>There's another consideration when it comes to retail in particular, and that's the <a href="https://econsultancy.com/blog/67250-seven-avoidable-marketing-automation-mistakes/">inadequacy of broad persona-based marketing</a> - assumptions about a particular age or sex of customer are always going to be just that, assumptions.</p> <p>Jill Brittlebank says that much of what companies need to do is "removing dissonance."</p> <p>"As consumers," she continues, "we get less and less tolerant of irrelevant messages. Younger users particularly.</p> <p>"So if I get a 'half term' style message when I've never shopped the kids category, I'm right to ask 'why?'</p> <p>"If I've shopped at Ocado for years, for example, they should know enough about me by now, what I'm buying etc., then talk to me like Arkwright from Open All Hours. The ultimate goal is to recreate that old retailer relationship."</p> <p>This difference between persona- and behaviour-based marketing is something Ivan Mazour, Ometria, sums up succintly:</p> <p>"It doesn't matter if the customer is a 45-year-old woman based in Clapham, we should be making decisions based on the fact that she only ever buys men's clothing with us.</p> <p>"Not random probabalistic hopes about what she wants, but actually knowing what she's looking at, how often she comes to the website, across all devices."</p> <p><em>A Shutterfly email faux pas - <a href="http://www.thehubcomms.com/news/shutterflys-email-faux-pas-when-marketing-automation-goes-wrong/article/347359/">wrongly assuming someone has given birth</a>.</em></p> <p><img src="https://assets.econsultancy.com/images/0005/5265/shutterfly_original_email_grap_594069.jpg" alt="shutterfly" width="553" height="663"></p> <h3>5. Optimising email content</h3> <p>Having decided to target customers based on their behaviours, the next question is what content to target them with and when.</p> <p>Retailers must set rules - how many times does a customer need to look at a category or product before we send an email?</p> <p>Mazour highlights two strategies for the content of these emails, either "templated around a category, which includes a browsed product, so it looks like it has been visually merchandised. Or a mix of categories."</p> <p>This is the type of content optimisation that any company can employ, using "unsubscribe and conversion rates to create an optimisation routine."</p> <p><strong>The 'nudge'</strong></p> <p>The skill in content creation is subtletly, according to Jill Brittlebank.</p> <p>She says its about maintaining "the thrill of discovery, like finding something in the boutique off the high street - the perception of value is higher."</p> <p>"So the challenge," she adds, "is using technology as a predictive tool but also nudging customers towards the next product with subtlety, without saying 'look, you're going to buy this next'."</p> <p>Brittlebank also points out how important content is in modern ecommerce:</p> <p>"[Editorial such as] 'Ways to style', 'one dress three ways', 'daytime to evening', all that sort of stuff, it drives engagement. It doesn't necessarily drive the next purchase, but if the customer isn't in active purchase, you're looking to inspire them."</p> <h3>6. Optimising email frequency</h3> <p><a href="https://econsultancy.com/blog/62997-send-more-email-make-more-money/">More email, more money</a> is an <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">oft-heard mantra</a>, and one <a href="https://econsultancy.com/blog/64165-email-frequency-how-much-is-too-much/">we've discussed plenty</a> on the Econsultancy blog.</p> <p>Ivan Mazour, Ometria, is straightforward on the issue: "We agree with that. All research shows that over one email a day is optimum, assuming they're quality."</p> <p>Of course, that doesn't mean that all retailers do this, and one contact frequency for all customers may not be desirable.</p> <p>Hannah Stacey, marketing manager at Ometria, points at that companies "can segment on top of email - leave out VIPs from basket abandoment for example. Or leave some segments out from incentives."</p> <p>Care is needed, particularly in some sectors. Mazour says that "the fallout for a luxury brand, for example, can be big when sales emails land after somebody has purchased."</p> <p>Frequency is something that can be tied to a number of factors - purchase patterns and engagement.</p> <p>Jill Brittlebank, Zeta Interactive, gives a very practical example:</p> <p>"Look at groups of customers who only buy in the lead up to the holiday period at the end of the year.</p> <p>"You could gently nudge these people to purchase something pre-summer holiday perhaps? But really you want to market to them during the time they traditionally purchase."</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/2084/unsubscribing-blog-full.jpg" alt="email frequency" width="615" height="325"></p> <h3>7. Integrating social into a contact strategy</h3> <p>Mazour discusses the effectivenes of using first-party data to target lookalike audiences on social media.</p> <p>However, email continues to be the main channel that customers want to interact with (more than 70% of consumers prefer email, accoring to an Ometria study).</p> <p>But "if someone is not opening emails and you want to reactivate them, you can target them in social," Hannah Stacey comments, "then as soon as they start opening emails, you can switch that social targeting off."</p> <h3>8. Creating mobile experiences </h3> <p>Mobile user experience is something that most people are now fully aware of when it comes to web and email design.</p> <p>However, Jill Brittlebank points out the potential of mobile for rich customer insight.</p> <p>That's because users are more likely to browse on mobile, and the functionality of the device (e.g. swiping) is something that could be utilised to greater effect, presenting users with experiences that can build out their profile for the retailer.</p> <p>We've already seen retailers like Missguided <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/">integrate Tinder-style experiences</a> into apps, but there's perhaps more to be done here, to engage users on mobile web, particularly those that arrive from email.</p> <h2> <img src="https://assets.econsultancy.com/images/0007/2583/IMG_2661.PNG" alt="swipe to hype" width="300">  <img src="https://assets.econsultancy.com/images/0007/2584/IMG_2663.PNG" alt="swipe to hype" width="300"> </h2> <h3>9. Getting hold of in-store data</h3> <p>This is the holy grail for retailers. Though a select few do have a fantastic <a href="https://econsultancy.com/blog/64758-how-in-store-tech-improves-customer-service-for-schuh/">view of stock across stores</a>, customer data is another thing entirely.</p> <p>Ivan Mazour comments that "most of the challenge is how do you get hold of in-store data. Anything with delivery works well (e.g. furniture) because you need to ask for details, or anything with a warranty (e.g. Jewellery).</p> <p>"But it's difficult for low ticket items, even if it's as simple as asking for an email address for an e-receipt.</p> <p>"It's hard to incentivise the store associate to get that email address. And it's hard to persuade the consumer, because the value exchange of an e-receipt is okay if you're Apple and selling tech, but not for a £15 purchase."</p> <h3>10. Integrating with legacy infrastructure</h3> <p>A last point to consider and another mentioned by Ivan Mazour - lots of existing retail systems update overnight (e.g. store systems).</p> <p>However newer systems like CRM and ecommerce are closer to real-time, making the two harder to integrate.</p> <p>This perhaps isn't a pressing concern but may ultimately affect some parts of <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experience</a> (e.g. the speed at which retailers can offer click and collect).</p> <h3>In conclusion...</h3> <p>Companies are now <a href="https://econsultancy.com/reports/the-role-of-crm-in-data-driven-marketing/">much more data-driven</a>, even fairly traditional retailers. The battle for boardroom approval is largely of the past.</p> <p>But there's still plenty of work that organisations need to do to optimise sophisticated contact strategies, particularly as technology in areas such as retargeting is still advancing.</p> <p>There are likely many more challenges to add to the 10 I have listed above. Please continue the conversation by adding a comment!</p> tag:econsultancy.com,2008:TrainingDate/3017 2016-08-11T11:19:59+01:00 2016-08-11T11:19:59+01:00 Intensive: Mastering eCRM <p>Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.</p> <p>Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.</p> <p>Intensives:</p> <ul> <li>Are led by practitioner trainers</li> <li>Include access to resources to support the training</li> <li>Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training</li> <li>Lead to an Econsultancy certificate of completion</li> </ul> tag:econsultancy.com,2008:TrainingDate/2991 2016-08-10T17:14:09+01:00 2016-08-10T17:14:09+01:00 Email Marketing <p>Econsultancy’s Email Marketing Census highlights that almost three-quarters of companies rate email marketing as “excellent‟ or “good‟ in terms of return on investment. However, the Email Marketing Census also shows that marketers are becoming complacent by continuing to overlook email marketing best practice, even though they are sending significantly more emails and spending more budget on this channel.</p> <p style="vertical-align: baseline;">This course will help you to develop your email marketing campaigns by covering a range of prevalent issues including identifying small wins as well as big wins. You will leave the day with a sharpened email strategy having reviewed the effectiveness of your email communications</p>