tag:econsultancy.com,2008:/topics/email-marketing Latest Email content from Econsultancy 2017-07-17T01:00:00+01:00 tag:econsultancy.com,2008:Report/4538 2017-07-17T01:00:00+01:00 2017-07-17T01:00:00+01:00 State of Marketing Automation in Australia and New Zealand <p>The 'holy grail' of marketing automation envisaged by marketers sees the complete elimination of internal data silos to build a 360-degree view of the customer, and the utilisation of this intelligence to enable deeper, personalised engagement with prospects and clients.</p> <p>But how close are today’s marketers to realising this?</p> <p>This is Econsultancy’s first <strong>State of Marketing Automation in Australia and New Zealand</strong> report, published in association with <a title="Oracle Marketing Cloud" href="https://www.oracle.com/marketingcloud/about/australia-new-zealand.html">Oracle Marketing Cloud</a>.</p> <p>The research is based on a survey of over 350 marketing professionals based in Australia and New Zealand, and evaluates current adoption levels, tools and processes employed as well as barriers to effective use of marketing automation.</p> <p>Key insights from the research include:</p> <ul> <li> <strong>The majority of companies are choosing to manage their marketing automation in-house.</strong> Three in five (59%) organisations have an in-house team managing marketing automation activities, with only a fifth outsourcing them to an agency. Large organisations (with annual revenues of more than $50 million) are more likely to outsource their marketing automation.</li> <li> <strong>Budgets and internal buy-in are there, but a capability gap is hampering the potential of marketing automation.</strong> Encouragingly, a lack of budget and organisational buy-in prevents only a minority of organisations (20% and 12% respectively) from implementing their automation strategy. The most common barriers are related to data integration and inadequate resources.</li> <li> <strong>There’s a pressing need for data unification.</strong> Only a quarter of companies are working towards the creation of a unified database. Furthermore, nearly half of companies say that integrating data is the most significant barrier to effectively implementing a marketing automation strategy.</li> <li> <strong>Cloud-based SaaS platforms lead the way at an enterprise level.</strong> Large organisations (with annual revenues of at least $50 million) are more likely to use cloud-based SaaS platforms that include automation (38% vs. 28% of smaller organisations).</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/69227 2017-07-11T10:45:00+01:00 2017-07-11T10:45:00+01:00 How to attract lots of quality online reviews to your ecommerce store Andy Favell <p>But how do you build and sustain a wealth of quality reviews across your own sites and those of your partners?</p> <p>Answer: 1) Post-interaction email; 2) syndication.</p> <h3>There are two sorts of reviews found on retailer (and other) sites.</h3> <p><strong>1. Organic reviews</strong></p> <p>These are ratings and reviews that the company has collected itself from its customers, probably with the help of a tool, such as Trustpilot, Yotpo, eKomi, Feefo or Bazaarvoice.</p> <p>Let’s be clear, there are lots of ways that companies can and do elicit reviews from customers. These include incentivized requests (e.g. sweepstakes, coupons); post-checkout web survey; sampling (sending out free product; trialling services); requesting reviews via social media channels (paid and unpaid) and soliciting reviews via a homepage banner.</p> <p>However the most common tactic for getting reviews is to request them via post-interaction email (PIE). According to a 2016 survey conducted by Bazaarvoice among its 5,000 retailer and brand customers, PIE is used by 87% of its brand clients and 64% of its retail clients.</p> <p>This could also be called post-purchase email. But then PPE doesn’t have the same acronym appeal as PIE.</p> <p><strong>2. Syndicated reviews</strong></p> <p>These are reviews that were collected on different sites and/or by different companies.</p> <p>These could be reviews that were posted on one retailer website and then reposted to another site in the same group that sells the same products. For example some reviews for products on Shop Direct’s Littlewoods.com were left by customers on the sister site Very.co.uk – see, for example, <a href="http://www.littlewoods.com/calvin-klein-eternity-moment-100ml-edp/1005793955.prd" target="_blank">this perfume</a>.</p> <p>More commonly these are reviews that were collected by brands, perhaps while customers registered a new product to secure a guarantee, which are then supplied to the retailers that sell the brand’s products. These will be distributed through a syndication network such as Bazaarvoice, PowerReviews or Reevoo.</p> <h3>Why reviews matter</h3> <p>As noted in my previous article, which outlined the importance of putting someone <a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation/" target="_blank">in charge of reviews</a>, consumer opinions of products are influenced not only by ratings but also by the number of ratings.</p> <p><a href="https://www.profitero.com/2017/06/profitero-finds-strong-correlation-between-a-products-number-of-online-reviews-and-sales/" target="_blank">Research by Profitero and BzzAgent</a> (June 2016) backs this up. The report concluded that there is a strong correlation between the number of online reviews a product has and ecommerce sales.</p> <p>As shown in the graph below, just adding one review to a product with zero reviews will lead to a sales lift of 10%. Adding 50 reviews leads to a sales lift of 30%. Above 50 reviews products continue to receive a lift in sales, but at a diminishing rate.</p> <p><img src="https://assets.econsultancy.com/images/0008/7584/bazaarvoice.png" alt="" width="700" height="436"></p> <h3>Post-interaction email - PIE</h3> <p>When a customer has purchased a good or service or otherwise engaged with a company, it is increasingly common for the customer to receive an email asking for feedback. This will often then be posted to the relevant pages of the website. PIE generally gets good results – or better results than other methods – for the retailer.</p> <p>Data provided to Econsultancy by Bazaarvoice, based on insights from its network of 5,000 retailers and brands, shows that this is certainly the case among its customer base. Of all organic reviews on retailer sites the vast majority come from PIE: 81% in APAC, 84% in Europe and 77% in North America. Of all organic reviews on brand sites 80% in APAC, 70% in Europe and 62% in North America come from PIE.</p> <p><img src="https://assets.econsultancy.com/images/0008/7267/t8_reviews_pie_bazaarvoice.png" alt="" width="615" height="416"></p> <p>Conversations with retailers suggests that success with PIE is an industry-wide phenomena. Shop Direct, which runs the UK-focused online department stores Very.co.uk and Littlewoods.com, sends a PIE to every shopper post purchase.</p> <p>Paul Hornby, head of ecommerce at Shop Direct, tells Econsultancy:</p> <blockquote> <p>Our biggest driver for reviews volume is our post purchase email, which goes out weekly to every customer who’s bought from us. The email needs to go out at the right time and must represent a consistent customer journey across device.</p> <p>We’ve found from experience that the email should be clean and to the point, with no sales tactics distracting from the call to action. We also introduced an incentive, which has definitely helped to encourage more feedback.</p> <p>We’re now doing a piece of work to understand the optimum length of time to wait before asking for feedback, depending on product category.</p> </blockquote> <p>The screenshot below shows a PIE from Very inviting the customer to write a review for two products purchased, with the added incentive of a chance to win £500 in a monthly draw.</p> <p><img src="https://assets.econsultancy.com/images/0008/7268/t8_review_email_shopdirect.png" alt="" width="467" height="492"></p> <p>Requesting reviews by email also works extremely well for smaller ecommerce vendors.</p> <p>PuraVida, a San Diego-based ecommerce startup that sells hand-made jewellery from artisans in Costa Rica, has generated a volume of reviews for its <a href="https://www.puravidabracelets.com/collections/best-sellers" target="_blank">best sellers</a> that would make eyes water at many much larger retailers. See image below.</p> <p>Griffin Thall, CEO of Pura Vida Bracelets:</p> <blockquote> <p>We use Yotpo to gather customer reviews. To date, we have sent out over 1.7m emails and have received over 130,000 positive reviews.</p> <p>After 12 days, the customer receives their first review request, five days later they receive their second, and five days later they receive their third. There’s no particular time, just the set amount of days after they purchase.</p> <p>For the copy, we recommend being sincere, personable, and thankful that your new customer shopped with you.</p> <p>After the customer writes a review, we email them with a coupon code to say Thank You.</p> <p>We also use Delighted to monitor our NPS (net promoter score) on a weekly basis. </p> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/7269/t8_reviews_email_puravida.png" alt="" width="615" height="482"></p> <h3>What works makes consumers read PIEs, click through and review?</h3> <p><a href="https://www.yotpo.com/data/benchmark/" target="_blank">Research by Yotpo</a>, based on analysis of the 200,000 stores that use the platform worldwide, finds that review solicitation emails have an 8.1% response rate on average. Of course some PIEs will deliver a much higher conversion and some much lower.</p> <p>As any email marketer would expect, just the smallest tweaks to the format and wording – particularly the subject line – can increase the email open rate and the response rate. Yotpo’s research highlights three dos and don’ts:</p> <ul> <li> <strong>Do:</strong> phrase the request as a question (delivers an 86% increase in response rate); use an incentive (18.5% increase) and include your store name (10% increase)... duh!</li> <li> <strong>Don’t:</strong> include urgent words e.g. now, today (delivers a 28% decrease in response rate); include customer’s name (19% decrease); use a TOTALLY uppercase word (5.8% decrease).</li> </ul> <p>Great advice, but we’d add two more tips. Don’t: just take Yotpo’s word for it. Do: A/B test your emails to see which tweaks work for you.</p> <p><img src="https://assets.econsultancy.com/images/0008/7270/t8_reviews_email_yotpo.png" alt="" width="615" height="443"></p> <h3>When is the best time to send a review request email?</h3> <p>According to Yotpo’s analysis of 4.5m emails:</p> <ul> <li>The best time is Saturday 8am.</li> <li>The worst time is Thursday 3pm.</li> </ul> <h3>Syndication of reviews</h3> <p>Syndication of reviews happens more regularly than most marketers would expect and certainly more often than most consumers would notice.</p> <p>There is a mutual benefit for the brand and retailer. It is in both their interest if product conversions on retailer sites are improved due to having more and better quality reviews and ratings.</p> <p>Research undertaken by Bazaarvoice among its customer base finds that some types of retailers are particularly heavily reliant on the syndicated reviews. For food, beverage and drug sites 98% of the volume of onsite reviews are syndicated; in pharmaceuticals 93% are syndicated and in footwear it’s 91%.</p> <p>Retailer dependency on syndication for reviews also varies by region. In APAC 81% of reviews are syndicated, in North America it’s 67% and in Europe 33% of reviews are syndicated.</p> <p>Companies will commonly syndicate reviews via a network of brands and retailers, operated by vendors such as Bazaarvoice, PowerReviews or Reevoo. These network providers will verify the reviews/reviewers and distribute to the brand pages on participating retailer sites. The networks also notify brands and or retailers when reviews have been posted, particularly negative ones, so the brand/retailer can respond.</p> <p>For example, if you checkout <a href="http://www.boots.com/electrical/electrical-dental/electric-toothbrushes" target="_blank">electric toothbrushes on Boots.co.uk</a> there are a variety of products from Philips, Colgate and Oral-B, some with hundreds of reviews.</p> <p>But closer inspection of the best sellers, shows that many of the 352 reviews for the <a href="http://www.boots.com/oral-b-pro-2000-rechargeable-electric-toothbrush-powered-by-braun-10176433" target="_blank">Braun Oral-B Genius</a> toothbrush are from the Oral-B site or Victoria.co.uk, which belongs to P&amp;G (the parent brand), though many are also from Boots shoppers. The majority of 194 reviews for <a href="http://www.boots.com/philips-sonicare-easyclean-hx6511-50-rechargeable-toothbrush-10090162" target="_blank">Philips Sonicare</a> brush are syndicated from Philips.co.uk (as shown below). Similarly the <a href="http://www.boots.com/colgate-pro-clinical-c350-max-white-one-electric-toothbrush-10176644" target="_blank">Colgate Pro Clinical</a> draws the majority of its 80 reviews from Colgate.co.uk.</p> <p>Some products by comparison have no reviews, including <a href="http://www.boots.com/electrical/electrical-dental/electric-toothbrushes/panasonic-ew-dl82-sonic-vibration-rechargeable-toothbrush-10176652" target="_blank">Panasonic Sonic Vibration</a> and <a href="http://www.boots.com/lab-chrome-sonic-rechargeable-toothbrush-10182106" target="_blank">LAB Chrome Sonic</a>, both products are found at the wrong end of the Boots bestsellers list. If the two brands wish to improve sales, a good place to start would be soliciting reviews from customers.</p> <p><img src="https://assets.econsultancy.com/images/0008/7271/t8_reviews_philips_boots.png" alt="" width="615" height="575"></p> tag:econsultancy.com,2008:BlogPost/69207 2017-07-07T11:00:00+01:00 2017-07-07T11:00:00+01:00 How six travel & hospitality brands use personalisation to enhance the customer experience Nikki Gilliland <p>With <a href="https://www.pure360.com/power-personalisation-travel-industry/" target="_blank">86% of travellers</a> now reported to value personalised offers, it’s becoming more of an expectation than an extra for the majority of consumers. Of course, capturing customer data is not always an easy task, and in order to provide a fair trade-off the end result must outweigh any potential privacy concerns. So, are brands stepping up to the plate? Here are a few examples of brands effectively implementing personalisation in a variety of different ways.</p> <h3>1. KLM </h3> <p>KLM is a travel brand that demonstrates personalisation across much of its digital marketing activity. For example, it uses personalised emails to retarget customers that abandon carts online, allowing them to carry on the user journey from where they left off.</p> <p>One of its most innovative displays of personalisation has been iFly 50 – an interactive anniversary edition of its brand magazine. While iFly usually offers inspirational stories, reviews, and general travel tips, the 50 edition allowed readers the chance to pick their five favourite destinations for the chance to win the trip of a lifetime.</p> <p><img src="https://assets.econsultancy.com/images/0008/7070/KLM.JPG" alt="" width="780" height="601"></p> <p><em>Competition in KLM's iFly 50 interactive magazine</em></p> <p>Combining stunning imagery with an interactive user experience, it’s a slick example of how to personalise content marketing. By giving the reader a reason to interact with the brand (instead of passively scrolling) – it meant people would be more likely to invest and engage.</p> <p>By asking users to enter their email address and to opt into the iFly newsletter, it also meant KLM could follow-up with targeted marketing messages related to the destinations chosen.</p> <p><img src="https://assets.econsultancy.com/images/0008/7071/Japan_monkeys.JPG" alt="" width="780" height="392"></p> <p><em>One of the top 50 destinations showcased in the iFly 50 interactive magazine</em></p> <h3>2. Delta Flights </h3> <p>Personalisation does not only extend to digital marketing. Many airlines are now taking steps to personalise the in-flight experience, with brands like Delta using this strategy to reward and engage its most loyal customers.</p> <p>Delta has recently re-launched its Guest Service Tool – a handheld device that allows flight attendants to access detailed information about passengers. For example, it can enable staff to find out whether passengers are frequent flyers or identify those who might need special assistance. </p> <p><img src="https://assets.econsultancy.com/images/0008/7072/Delta_2.JPG" alt="" width="594" height="297"></p> <p>Delta describes the tool as a way to ‘bring humanity back to flying’, however, the brand has also emphasised its dedication to customer privacy.</p> <p>This is because, naturally, this kind of data usage prompts the question: Will customers feel comfortable with their data being used in this way? Unlike examples of digital or online personalisation – where customers often opt-in or are typically made aware of data usage – many customers might be totally unaware that flight attendants have such detailed information about them.</p> <p>It'll be interesting to see how the tool fares (it is currently in soft launch). But regardless, it undoubtedly shows how airlines are increasingly <a href="https://econsultancy.com/blog/69018-how-airline-brands-are-improving-customer-experience-in-flight/" target="_blank">concentrating on in-flight</a> personalisation. We've already seen other brands, like Singapore Airlines, introduce options for customised meals. Meanwhile, KLM has also introduced a ‘Meet and seat’ feature to allow passengers to see who is sitting where.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Time for <a href="https://twitter.com/hashtag/DeltaSnackSwap?src=hash">#DeltaSnackSwap</a>! <a href="https://twitter.com/PretzelP">@PretzelP</a> gluten-free pretzels, <a href="https://twitter.com/SquirrelBrandCo">@SquirrelBrandCo</a> almonds, <a href="https://twitter.com/KINDSnacks">@KINDSnacks</a> join <a href="https://twitter.com/BiscoffCookies">@BiscoffCookies</a> <a href="https://t.co/12K1P5yqhY">https://t.co/12K1P5yqhY</a> <a href="https://t.co/TJhaGSNB1k">pic.twitter.com/TJhaGSNB1k</a></p> — Delta (@Delta) <a href="https://twitter.com/Delta/status/867379978530418689">May 24, 2017</a> </blockquote> <h3>3. Best Western </h3> <p>Hotels might naturally need to encourage loyalty more than airlines - with greater competition for repeat bookings. Best Western wanted to personalise its emails in order to better engage both new and former customers.</p> <p>More specifically, the brand aimed to increase the number of downloads of its mobile app. In order to do so, it concentrated on the recipients' device and location.</p> <p>Firstly, by identifying the device used to open the email, it was able to alter its message accordingly. This meant that people using an Apple device were automatically directed to the Apple app store, while Android users were sent to the Google Play store. This removed any friction in the user journey, encouraging users to download the app without having to locate the correct link themselves.</p> <p>Meanwhile, Best Western used geo-targeting to send specific and relevant offers based on the user’s location. For example, it served different recommended destinations according to whether someone opened the email in New York City or Los Angeles.</p> <p>Both strategies proved to be effective. The hotel chain saw a 143% uplift in downloads of its app compared to similar campaigns. Similarly, there was a 10% increase in email click-through rates by non-rewards members.</p> <p><img src="https://assets.econsultancy.com/images/0008/7075/Best_Western.JPG" alt="" width="569" height="596"></p> <p><em>A Best Western mobile email when opened on an iPhone, note the App Store specific download message</em></p> <p>This example shows that personalisation can be valuable even if the consumer does not realise it is happening. In this instance, email recipients would have been unaware that the message was contextual, yet without it, they might have reacted differently.</p> <h3>4. Virgin Hotels </h3> <p>Virgin Hotels Chicago is another hotel that focuses on personalisation, with the brand using mobile technology to enhance the customer’s experience throughout their stay.</p> <p>According to research, 40% of travellers remain connected via their smartphones while on holiday, with 29% using it to stay in touch with loved ones and 24% using it to find out information about the local area.</p> <p>On this basis, Virgin wanted to create a platform that would allow guests to customise their hotel experience via their existing device. The result was 'Lucy' – a mobile app that would allow guests to do things like adjust the temperature in their room, stream content on hotel TVs, make external dining reservations, and so on. </p> <p>Instead of a typical rewards program, Virgin Hotels also launched ‘The Know’ – a preference program designed to create exceptional experiences. By filling in a questionnaire online, guests can choose what they’d like in their mini bar, discuss allergies, and even select a cocktail that will be waiting on arrival.</p> <p>This type of personalisation is hard to beat – and it means that hotel brands are able to compete with the intimate experience offered by the likes of Airbnb. By treating guests as individuals rather than a homogenous group, it also means customers are far more likely to return in future.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Always be yourself. Unless you want to be a unicorn, be a unicorn. Have U joined our Know Program? Dream it. Be it: <a href="https://t.co/ORShisymO0">https://t.co/ORShisymO0</a> <a href="https://t.co/9Iaf77JH0K">pic.twitter.com/9Iaf77JH0K</a></p> — Virgin Hotel Chicago (@virginhotelschi) <a href="https://twitter.com/virginhotelschi/status/875753460716720128">June 16, 2017</a> </blockquote> <h3>5. Iberia Airlines</h3> <p>Last Christmas, Iberia Airlines experimented with a highly personalised campaign, geared around individuals and their dream holidays.</p> <p>The Spanish airline sent emails to customers asking a few questions about their perfect trip – including things like where they would like to travel to and who their ideal travel partner would be. It then sent emails to whoever they’d cited as a travel companion to let them know a special holiday card had been created with them in mind.</p> <p><iframe src="https://www.youtube.com/embed/HwS7l-ii4WQ?wmode=transparent" width="854" height="480"></iframe></p> <p>If the recipient clicked on the link (and accepted cookies in the process), they’d then see targeted banners and ads that prompted them to buy the perfect Christmas gift for their friend. See examples below.</p> <p>While it might be unlikely that many people went on to purchase the ‘dream holiday’, Iberia’s campaign is still a good example of how to target offers to individuals. Instead of taking a blanket approach, it ensured that its message would resonate with both the original recipient of the email and the person it was then sent to.</p> <p><img src="https://assets.econsultancy.com/images/0008/7067/Iberia.JPG" alt="" width="780" height="207"></p> <p>By asking emotive questions based on personal desires, Iberia instantly created a more meaningful connection with individuals, promoting the idea that the brand truly cares about its customers.</p> <p>The campaign is also a good example of how to effectively use cookies. Most importantly, Iberia offered transparency - making clear that users need to accept cookie data to view the card – which ensured that they would not be surprised or put-off by the subsequent re-targeting.</p> <h3>6. Expedia </h3> <p>Finally, while personalisation can be effective during active processes like researching, booking, and travelling - Expedia’s 2014 campaign shows that it can also be a way to drive social engagement.</p> <p>For its ‘Travel Yourself Interesting’ campaign, Expedia gave Facebook users the chance to create a unique infographic based on their own travel experiences, including information such as ‘total miles travelled’ and ‘number of countries visited’. The campaign followed on from a previous example that allowed users to create messages from luggage tags.</p> <p>Capitalising on the idea that social media is a place where people naturally talk about the subject of travel (as well as partake in a little bragging) – Expedia created a campaign that was highly engaging for Facebook users.</p> <p>With over 15,500 people creating their travel profile in eight countries, the results speak for themselves. For Expedia, it was a chance to capture unique social data, which helped the brand to better understand its customers and inform re-targeted advertising.</p> <p><img src="https://assets.econsultancy.com/images/0008/7076/Expedia.JPG" alt="" width="780" height="345"></p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns">10 examples of great travel marketing campaigns</a></em></li> <li><em><a href="https://econsultancy.com/blog/67333-travel-hospitality-industry-lacks-data-driven-marketing-skills-report/" target="_blank">Travel &amp; hospitality industry lacks data-driven marketing skills: report</a></em></li> <li><em><a href="https://econsultancy.com/blog/68025-how-hotels-can-create-a-more-convenient-customer-experience" target="_blank">How hotels can create a more convenient customer experience</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69206 2017-07-04T13:00:00+01:00 2017-07-04T13:00:00+01:00 How automation came to be more important than cost when choosing an ESP Henry Hyder-Smith <p>With 11 years of researching the state of the industry in <a href="https://econsultancy.com/reports/email-census">this report</a>, we have been able to track the development of this side of marketing technology and its adoption as it has come to the forefront of a marketer’s arsenal. So we found it very interesting that, when asked for the most significant attributes of an email service provider (ESP), most marketers chose marketing automation for the first time in the study’s history.</p> <p>With an increase of 6% points (up from 61% in 2016 to 66% in 2017), this capability overtook user-friendly interface (which decreased to 60%), cross-channel (32%) and low cost (27%).</p> <p><img src="https://assets.econsultancy.com/images/0008/7255/2017_Census_ESP_capabilities.PNG" alt="email census" width="615"></p> <p>While we anticipated automation to become the top choice sooner rather than later, the discrepancy between that and cost shows just how much value marketers place on it. With an increased appetite for delivering relevant messages at scale and improving customer experience, automation has driven a move away from batch and blast email and put the customer at the centre of communications. </p> <p>Over the years, we’ve also tracked the rising level of success of using automated campaigns, which has been slow but steady. This shows marketers are increasingly willing to experiment with automation. They have understood that ‘getting it right’ involves planning and optimisation, but that it can also deliver results far above those of manual campaigns because timing is such a significant part in the impact of a message. </p> <h3>How to approach automation in the right way</h3> <p>The above being said, there is plenty of space for growth in marketing automation adoption and success rate. In 2017, only 8% of marketers considered their automation efforts ‘very successful’ and 33% were ‘not successful’. To bridge that gap, marketers must adopt a first-person marketer mindset to digital marketing. This means automation is only one part - albeit an important one - of their strategy.</p> <p>For first-person marketers to thrive, they must think about how automation integrates with their capability and strategy around personalisation, integration and optimisation to really put the customer at the centre of communications and deliver a contextual, individualised experience at scale. </p> <p>Are your systems integrated to bring the necessary first- and third-party data required to power the personalised campaigns you build? Figure 1, above, shows an oversight in the importance of this.</p> <p>100% integration is an ideal for many, but bring it back to reality by making sure at the least the basic integrations are in place. And use the concept of incremental innovation to deliver more effective communications now, and in the future.</p> <p>Rome wasn’t built in a day.</p> <p>Ask yourself: are you using personalisation in the true sense when you build ad-hoc and automated campaigns? Do you have a testing and optimisation plan in place to regularly review, tweak and test marketing output?</p> <p>First-person marketers juggle all the above in order to give their marketing automation programs a chance to make a real business impact. It’s not just about eliminating mundane manual tasks. As for the benefits of using marketing automation, you’ve probably heard them many times so, instead, I wanted to share some examples of the companies that are part of the 8% elite who are ‘very successful’ at using it.</p> <h3>Setting the scene for high email engagement</h3> <p>A recent study by Return Path revealed 75% of top 100 retailers have a welcome program. But rather than just ticking a box, etailer PetsPyjamas wanted to make a difference to their marketing communications from the first impression. Unhappy with its existing welcome email, it expanded the campaign to a series of four.</p> <p>The program starts by offering an incentive to purchase, followed by introducing or reminding customers of PetPoints depending on whether they had already signed up to the loyalty scheme. After a holiday offering promotion, the final email is based on whether additional purchases were made during the length of the program.</p> <p><img src="https://assets.econsultancy.com/images/0008/7256/PetsPyjamas_terrier_email.jpg" alt="pets pyjamas email" width="569" height="1034"></p> <p>PetsPyjamas’ welcome strategy sets a standard of personalised communications, encourages additional purchases and fuels customer profile data for future campaigns all in one program. Compared to the original welcome email, this program delivered increased engagement across email metrics including a tenfold increase in revenue.   </p> <h3>Giving marketers their time back</h3> <p>How much time can actually be saved using automation? It depends on the complexity of the process you’re trying to automate. Future Publishing reclaimed a day and a half per week automating their magazine renewal process. That is almost a third of working hours!</p> <p>And it was no mean feat either, as the renewal process involved a myriad of data points from the right message to the subscription type, discount, currency and more. In total, there were 192 variants of renewal campaigns in the program which Future expanded to 24 titles. </p> <p>This might seem daunting to achieve, but the right technology partner will have the experience you need to make such a project a success. </p> <p><img src="https://assets.econsultancy.com/images/0008/7257/Future-SFX-renewal-email-Trimmed.jpg" alt="future sfx email" width="596"></p> <h3>Improving the user experience for resource-strapped charities</h3> <p>When you have a small team, many marketers think there is only so much you can do. However, this example from NSPCC will show you that determination and focus can make a big difference.</p> <p>Keeping personalisation and the donor journey front of mind, NSPCC analysed where marketing automation could make the most difference. The team decided to implement it for transactional emails, content automation in their regular newsletters, an automated participation journey for fundraisers to make sure they have the resources and support they need, and abandoned donation campaigns. </p> <p>By thinking out of the box and using technology that is generally more prevalent in the retail industry, NSPCC made a big impact on the funds raised. The abandoned donation campaign recovered an average donation of £38 and email engagement increased because key messages were relevant and delivered at the right time.  </p> <p><img src="https://assets.econsultancy.com/images/0008/7258/NSPCC_failed_transaction.jpg" alt="nspcc failed transaction email" width="596"></p> <p>Of course, if you’re not at this level of automation implementation, you shouldn’t feel discouraged. No company implemented 100 triggers overnight.</p> <p>As well as having the goal of turning every marketer into a first-person marketer, I am also a big fan of incremental innovation. This involves taking the time to plan, set a direction and improve your marketing efforts one step at a time and at a steady pace. So, what’s the one change you’re going to make today?</p> tag:econsultancy.com,2008:Report/3008 2017-06-30T11:33:00+01:00 2017-06-30T11:33:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69181 2017-06-29T10:45:00+01:00 2017-06-29T10:45:00+01:00 10 rules for getting email unsubscribes right Andy Favell <p>In this article, I'll give you 11 rules to help make it easy for email subscribers to opt out and keep you on the right side of customers, the law, regulators, ISPs and email providers. First, some perspective...</p> <h3>Let’s put this in perspective</h3> <p>A customer wants to leave your store / restaurant / office because you’ve tricked or forced them to come in or you can't provide the product or service they want at the right price? How do you react? Do you lock your doors? Put obstacles in the way to slow them down? And if you do, how do you think they will react?</p> <h3>Why is your email marketing program any different?</h3> <p>It is clear to anyone who has conducted a purge of their inbox that few marketing emails share the same method for unsubscribing. On some the unsubscribe link is harder to find, on others the landing page (or series of pages) place way too many hurdles between the subscriber and the exit. We share a number of examples in this article.</p> <h3>So what are the rules of email unsubscribing?</h3> <p>John Mitchison, is head of preference services, compliance and legal at the Direct Marketing Association (DMA):</p> <blockquote> <p>There should be a clear link at the top of the email message that takes the user to a dedicated landing page. Any necessary information should self-populate on this page, enabling the user to have a simple one-click ‘unsubscribe all’ option available. Businesses may ask for additional information from the person unsubscribing, but this should not get in the way of the one-click option either.</p> <p>There is no specific rule about how companies should allow unsubscribing from email, but the General Data Protection Regulation (GDPR) does state that removing consent should be as easy as giving it. This means that if businesses try to make it difficult or confusing they may find themselves receiving complaints.</p> </blockquote> <p>The <a href="https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers">GDPR</a>, comes into force in May 2018. If you send email to EU residents it matters to you. For the UK specifically, see the Information Commissioner's Office (ICO) and its <a href="https://ico.org.uk/about-the-ico/consultations/gdpr-consent-guidance/" target="_blank">guidance on consent</a>.</p> <h3>The test: Is unsubscribing as easy as subscribing?</h3> <p>Whether or not companies are sending emails to subscribers in the EU, all companies should be applying the <em>'is-it-as-easy-as-signing-up?'</em> test to their unsubscribe process.</p> <ul> <li> <strong>Step 1. </strong>Sign up to your company's email newsletter via a link on your website. How easy is it? (<a href="https://econsultancy.com/blog/69171-10-ingredients-for-email-signup-success-for-retailers/" target="_blank">Learn how to improve sign ups</a>)</li> <li> <strong>Step 2. </strong>Sign yourself up to receive email marketing using the opt-in at registration or checkout. How easy was that? (<a href="https://econsultancy.com/blog/69172-10-supermarkets-with-10-very-different-email-opt-in-opt-out-strategies/">Learn more about opt-in vs. opt-out</a>)</li> <li> <strong>Step 3.</strong> Wait for the emails to land in your in-box. Find the unsubscribe option and opt-out. Count the clicks involved.</li> <li> <strong>Step 4. </strong>Compare with your competitors.</li> <li> <strong>Step 5. </strong>Now user test with a real customer (just in case you’re not being objective).</li> </ul> <p>Check out the results of the <a href="https://litmus.com/blog/adapting-to-consumers-new-definition-of-spam-ebook" target="_blank">Litmus survey</a> (October 2016) below. Forty eight percent of 1,300 respondents surveyed said it was very easy to <em>opt in</em> to brand marketing emails, but only 38% said companies made it very easy for people to <em>unsubscribe</em>. Vice versa, only 16% said it was very difficult to sign up, whereas 20% said unsubscribing was very difficult.</p> <p>Would your email subscribers put you in the red zone (very easy) for your subscribe and unsubscribe processes?</p> <p><img src="https://assets.econsultancy.com/images/0008/6810/t4.1_email_opt_in_unsub_litmus.png" alt=""></p> <p>It’s clear that many companies, even big household names, do not try very hard to make it easy for customers to unsubscribe.</p> <p>The image below shows numbered screenshots from the unsubscribe process for McDonald’s UK.</p> <ol> <li>In the email footer, the subscriber clicks on “click here” in the sentence: “If you would like to unsubscribe from these emails, please click here.”</li> <li>The first web landing page invites the subscriber to enter their email address.</li> <li>A second page asks “Are you sure you would like [email address] to be removed?” with two choices “Yes (I don’t want to receive offers/promotions)” and “No”.</li> <li>When “Yes” is clicked, a third page loads. It asks “Tell us why you are leaving”. This forces a choice of four answers.</li> <li>Choosing one answer, we finally have a confirmation that “Subscription updates have been successfully made”. With a request for a follow on Facebook, Twitter or YouTube.</li> </ol> <p><img src="https://assets.econsultancy.com/images/0008/7122/mcdo_unsub.png" alt="mcdonald's unsubscribe" width="700"></p> <p><strong>A more user-friendly approach would be:</strong></p> <ol> <li>Use a standalone, bolded and underlined link to “Unsubscribe”, as is the case with “Contact us”, but ideally at the very bottom of the email (and perhaps at the top also). Give the call to action a headline to draw attention to it (see Norstrom and Gap examples further down this article).</li> <li>Prepopulate the email address field (drop the “Are you sure?” page, it's unnecessary).</li> <li>One click to confirmation page, with option to give feedback (don’t force it) and an invitation to follow on Facebook, Twitter or YouTube instead.</li> </ol> <h3>So why do companies make it difficult to unsubscribe?</h3> <p>Colby Cavanaugh, senior vice president of marketing at email service provider (ESP) Emma, explains:</p> <blockquote> <p>It’s difficult to build a large email list – and lists churn about 25-30% a year on average – so many brands try to cling to the subscribers they already have by making it incredibly difficult or confusing to unsubscribe.</p> </blockquote> <p>Cavanaugh remarks that "this is a bad idea on lots of levels:</p> <p><strong>a)</strong> Marketing to an audience who doesn’t want to hear from you isn’t likely to do you much good.</p> <p><strong>b)</strong> If you’re paying your email service provider based on number of contacts, you’re wasting money for the sake of a bloated list size.</p> <p><strong>c)</strong> Finally, people will be more likely to report your emails as spam, which can have an adverse effect on sender reputations with ISPs."</p> <h3>Damned as SPAM</h3> <p>Forty three percent of email recipients regularly mark promotional emails from brands as spam or confine them to the spam folder according to the aforementioned Litmus survey. The main reasons they mark email as spam are that emails are irrelevant or too frequent (57% say this), the consumer is no longer interested in brand (53%), they didn’t knowingly and willingly subscribe to receive the emails (51%) or they couldn’t easily figure out how to unsubscribe (50%).</p> <p>And yes this matters. Mailbox providers, such as Gmail, Hotmail and Yahoo etc., do not want to send users spam, and one of the factors that helps the automated filters make this legitimate/illegitimate email decision is the level of spam button clicks or relegations to the spam folder.</p> <p>Guy Hanson, is Chair of DMA Email Council and senior director, Professional Services International, Return Path, which runs a certified senders program (a whitelist of email senders):</p> <blockquote> <p>If subscribers can’t find an unsubscribe link they are more likely to register a spam complaint instead and this is seen negatively by mailbox providers like Gmail and Hotmail and will ultimately result in reduced email deliverability.</p> </blockquote> <p>So, what are the rules to make it easy for users to unsubscribe from email?</p> <h3>Rule #1. Face it, it’s your fault. Really</h3> <p>If someone wants to unsubscribe from your email it’s because:</p> <p>a) They didn’t want to sign up in the first place. <br>b) They just wanted the freebie/discount.<br>c) Your emails are rubbish, or you oversold them.<br>d) You sent too many.<br>e) They just don’t like you that much.</p> <p>Let them go. Maybe ask them nicely in a survey what you are doing wrong. Fix the email signup, the content and the frequency, and reward existing subscribers for their loyalty. This is the way to stop haemorrhaging subscribers.</p> <p>Compare your numbers to industry benchmarks.</p> <p>Becca Brennan, deliverability and compliance analyst at GoDaddy Email Marketing:</p> <blockquote> <p>In terms of Unsubscribe rates, if a sender notices opt-outs over 0.30% consistently (3 unsubscribes for every 1,000 emails sent), this can indicate an issue with how the list was gathered.</p> <p>Consistently high unsubscribe rates can cause issues with spam filters and ISPs, so if a sender notices this happening often, it's a good idea to go back through the subscriber list and remove anyone who either hasn't been a recent customer, or didn't specifically request the content they're sending.</p> </blockquote> <p>(Note how everyone keeps mentioning the spam thing? It's a big issue.).</p> <h3>Rule #2. Include an opt-out link in every marketing email</h3> <p>In all the major markets, it is enshrined into law – for example, <a href="https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business" target="_blank">CAN-SPAM</a> (Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003) in the US or <a href="https://ico.org.uk/media/for-organisations/guide-to-pecr-2-3.pdf" target="_blank">PECR</a> (Privacy of Electronic Communications Regulations of 2003) in the UK – that marketing messages must make it clear to the recipient how they can:</p> <ul> <li>unsubscribe to this communication;</li> <li>unsubscribe to all commercial messages from the company;</li> <li>contact a return email address.</li> </ul> <h3>Rule #3. Don’t hide or obscure your unsubscribe link</h3> <p>Colby Cavanaugh, Emma, explains "Most people will expect to see the unsubscribe link in the footer of your emails. Attempting to bury it in the small print or hide it by using white, tiny, or broken text links (we’ve seen it all) isn’t a good idea."</p> <p>Unsubscribing from some companies’ marketing emails is a game of hide and seek. See two examples in the image below.</p> <p>The first email is from Sumo, a supplier of email marketing tools. Note the difference between the eye-catching blue-on-green “List Builder” button above the footer, compared with the easily missed blue-on-blue “Unsubscribe” link below. This was one of six emails sent by the company in three days following the download of some content (there was no option to opt-in or out of marketing emails when downloading).</p> <p>The second email is sent from (or on behalf of) the organisers of Modern Marketing Summit, a long-running series of mobile marketing conferences. This email also demonstrates the contrast between the white-on-red “Purchase your ticket” button and the grey-on-grey “Unsubscribe” link.</p> <p>Whether accidental or intentional, this practice sets a poor example to either company's clients. </p> <p><img src="https://assets.econsultancy.com/images/0008/6812/t4.3_email_unsub_sumo_mms.png" alt=""></p> <h3>Rule #4. Make the opt-out link prominent; put it front and centre.</h3> <p>Many email practitioners recommend making the email unsubscribe link prominent. Some even recommend putting the unsubscribe link at the top of the email (as well as at the bottom) or making it the focus of the email.</p> <p>Emma’s Colby Cavanaugh says "There’s even an argument for placing it at the very top of your email; many brands are moving toward this practice, including Nordstrom Rack. A clearly placed unsubscribe link will reduce the risk of spam reports."</p> <p>The image below shows a marketing email from Nordstrom Rack with this prominent Unsubscribe link in the header of the email (it also has links to unsubscribe in the email footer).</p> <p>Also note Nordstrom’s slick three-click (we’re being pedantic) opting-out process:</p> <ol> <li>From the email to the landing page; </li> <li>Switching the radio button from “Stay on the list” (default setting, arguably not best practice) to "Unsubscribe". Note: the two options to unsubscribe from a) Nordstrom Rack; b) All messages from Nordstrom. </li> <li>Click "Update".</li> </ol> <p>Note: The process is completed with a confirmation – good – and a notification that it may take five to seven days to take effect – this is a bit of a wait but at least we've been told.</p> <p><img src="https://assets.econsultancy.com/images/0008/6813/t4.4_email_unsub_nordstrom.png" alt=""></p> <p>Return Path’s Guy Hanson also likes a bold approach:</p> <blockquote> <p>I’m personally a big fan of email programs that have the confidence to make their unsubscribe links clearly visible and prominent. They are basically saying to their customers that they would like to be transparent, and while they never want to lose them, they don’t want to make it an unpleasant process if they do choose to do so.</p> </blockquote> <p>Hanson also has a case study (shown below) that shows such policies pay off.</p> <p>When Notonthehighstreet.com realised it had missed some opted-in subscribers off its email list, it sent out an apology email as its first communication. The email made a feature of the unsubscribe link, placing it towards the top of the email, then backed it up with an offer of a one-off 10% discount. As a result, open rates doubled the retailer's previous benchmark and spam reports fell from 50% to zero.</p> <p><img src="https://assets.econsultancy.com/images/0008/6814/t4.5_email_unsub_noths.png" alt=""></p> <h3>Rule #5. Keep the unsubscribe process simple – every click counts</h3> <p>Becca Brennan, GoDaddy says "The fewer steps it takes to unsubscribe, the better. The more steps it takes to be removed from the list (like logging in to update preferences, or clicking through several pages), the more likely it becomes that the recipient will just click the Spam button instead - which can do serious damage to your ability to efficiently deliver mail to your other subscribers."</p> <p><strong>Are you sure?</strong></p><p>Colby Cavanaugh, Emma, backs this up, saying "It should never take more than two clicks to opt out. One on the email, and one on the landing page." She adds the following caveats:</p> <ol> <li>Offering alternative options is fine, but don’t ask subscribers “Are you sure?” once they’ve clicked “unsubscribe.” Yes, they’re sure, and belabouring the process will only irritate them more.</li> <li>Do not make people sign in to an account to unsubscribe. Keep it to the bare minimum.</li> <li>Make sure subscribers can unsubscribe from all your emails on the same page, not just that specific newsletter.</li> </ol> <p>The Guardian email, shown below, doesn’t mess around.</p> <ul> <li> <strong>Step 1.</strong> In the email footer is a “One-click unsubscribe” link. Note the clever positioning next to “Manage your preferences” and “Help us improve”, just in case you want to take less drastic action, plus the explanation of why “You are receiving this email…”</li> <li> <strong>Step 2.</strong> One click opens a landing page with “unsubscribe confirmation” for the email. That’s it. It’s done.</li> <li> <strong>Step 3.</strong> There’s also the option to unsubscribe from all Guardian emails. That’s another click. Divorced.</li> </ul> <p>A couple of tiny quibbles, only, with this otherwise exemplary opt-out. a) The Guardian news emails are huge, so unsubscribe at the top would be an even bolder statement. b) It takes seven days to remove from all Guardian emails. O.K. there are lots of Guardian emails, but seven days?</p> <p><img src="https://assets.econsultancy.com/images/0008/6815/t4.6_email_unsub_guardian.png" alt=""></p> <h3>Rule #6. When they say stop. Stop.</h3> <p>No one likes splitting up, so why drag it out?</p> <p>Jennifer Watkiss, head of marketing communications at ESP, Adestra:</p> <blockquote> <p>Laws in various countries handle unsubscribe requirements with subtle differences – the common thread should be an obvious and easy-to-follow process that has the subscriber removed quickly.</p> <p>For example, CAN-SPAM stipulates 10 days. And depending on the underlying architecture of an organisation’s email and customer data system, it may take that long for all the different components to go through a full syncing cycle.</p> <p>But, most organisations using an ESP should have their usubscribes processed nearly instantly.</p> </blockquote> <p>Remember, it is not what the law says, but what customers expect that matter. Return Path's Guy Hanson says "It should also be applied in as close to real time as possible, because that’s what subscribers expect these days."</p> <p>Why risk annoying your customers?</p> <h3>Rule #7. Own the unsubscribe landing page</h3> <p>Just because the customer has had enough of your email marketing doesn’t mean the customer relationship is over – far from it.</p> <p>This is a great opportunity to remind the customer what they (used to) love about you. And the chance to suggest other ways to engage.</p> <p>Colby Cavanaugh, Emma:</p> <blockquote> <p>The best unsubscribe landing pages make it easy to opt out, but they stay on-brand, use friendly copy, and offer subscribers alternative options.</p> <p>We love the way HubSpot handles unsubscribes: After opting out of their emails, people are directed to <a href="https://www.youtube.com/watch?v=Lt8p0_Cp76c" target="_blank">this video</a>. Not only is it hilarious, it also directs you to different ways you can continue to engage with the brand.</p> <p>If people do choose to unsubscribe from your emails, don’t miss out on the opportunity to engage with them via different channels. After all, marketing is all about creating multiple touch points.</p> </blockquote> <p>Note: HubSpot’s unsubscribe landing page has moved on from this exit video. But it is still worth a look. See the screenshots below.</p> <p>Notice how HubSpot uses empathy and puts the subscriber in charge, with these phrases: “You're the boss." and "We're here to earn your love.”</p> <p>Also note how HubSpot drives social media signups with: “Email not really your thing? Follow us on…” and “We already miss how close we used to be. How about a second chance?</p> <p>If you forget for a minute that this is a blog with hundreds of thousands of subscribers, you might even think you really mattered.</p><p><img src="https://assets.econsultancy.com/images/0008/6816/t4.7_email_unsub_hubspot.png" alt=""></p> <h3>Rule #8. Admit you’ve overdone it; give the opportunity to opt down as well as out</h3> <p>As long as it does not cause friction, irritation or delay to the unsubscribe process, give unsubscribing users an option to reduce the frequency, type or number of mailings. This is known as opting down.</p> <p>Colby Cavanaugh, Emma, says "As long as the “unsubscribe” option is easy to find and process takes minimal steps to complete, adding a few other alternatives will only help save you subscribers."</p> <p>Huckberry (recommended by Cavanaugh), like HubSpot, plays the empathy card, with a Bruce Lee quote and “We totally get why you hit the unsubscribe button”.</p> <p>Huckberry provides options to reduce mails to weekly, monthly or never. It also suggests people may want to “only hear from us on social.”</p> <p><img src="https://assets.econsultancy.com/images/0008/7132/t4.8_email_unsub_huck.png" alt="huckberry unsubscribe" width="615" height="514"></p> <p>Gap UK, as shown below, keeps the unsubscribe process tight and compact with two clicks:</p> <p><strong>Click 1.</strong> From the email to landing page.<br> <strong>Click 2.</strong> Submit.</p> <p>But the option is there to change preferences, too. Once the "Change email preferences" radio button is clicked, the user sees a list of categories with checkboxes.</p><p><img src="https://assets.econsultancy.com/images/0008/6818/t4.9_email_unsub_gap.png" alt=""></p> <h3>Rule #9. Find out what you did wrong</h3> <p>Exit surveys should only be used if you really care and, more importantly, can demonstrate to the subscriber that you care. Most surveys look and usually are generic which doesn’t help.</p> <p>Surveys should be optional. The Wickes survey below, is optional, but it is positioned above the submit button, which give the appearance of being compulsory.</p> <p>Points of note: “What needs fixing?” is a nice touch from a DIY / building store. Other than that, there's just too many words and the requirement to enter an email address (it should be prepopulated) adds to the friction.</p><p><img src="https://assets.econsultancy.com/images/0008/6819/t4.10_email_unsub_surv_wickes.png" alt=""></p> <h3>Rule #10. Don’t stick your head in the sand</h3> <p>The impacts of making it hard to unsubscribe may include:</p> <ul> <li> <strong>damaging customer relations</strong> – Losing an email subscriber is one thing, but making unsubscribing a frustrating experience, means you could even lose them as a customer.</li> <li> <strong>damaging brand reputation</strong> – Bad news travels fast. If customer frustration boils over into social media, customer reviews or press coverage, the damage could far outweigh the benefit of having a list swollen by people who aren’t interested.</li> <li> <strong>damaging email reputation</strong> – ESP and ISPs are at war with spammers, if too many people report your mails as spam, you risk being blacklisted along with pornographers and fraudsters.</li> <li> <strong>being reported</strong> to the authorities, receiving a hefty fine and a public rebuke.</li> </ul> <p>Aside from the possible fines involved, obstructing people from unsubscribing defies business logic. The last word goes to Jennifer Watkiss of Adestra:</p> <p>"People who want to unsubscribe will always find a way to stop receiving your emails; the danger is, if you don’t make that easy for them, they’ll mark your email as spam, annoying them and harming your sender reputation with those who actually want to receive your email.</p> <p>Remember that some list attrition is natural, and focus on engaging with subscribers who really want to hear from you."</p> <h3>Further reading:</h3> <ul> <li>Econsultancy subscribers can download the <a href="https://econsultancy.com/reports/the-fundamentals-of-email-marketing/">Fundamentals of Email Marketing</a> best practice guide</li> </ul> tag:econsultancy.com,2008:BlogPost/69172 2017-06-22T12:28:00+01:00 2017-06-22T12:28:00+01:00 10 supermarkets with 10 very different email opt-in/opt out strategies Andy Favell <p>I have used a checklist approach that might help grocers improve unsatisfactory email metrics, such as a) signup to unsubscribe ratio; b) signup to read ratio; c) signup to conversion ratio and d) spam reports.</p> <p>With the lack of consistency seen between these 10 supermarkets, there should be little surprise that authorities around the world are concerned that customers may be unwittingly consenting to receive marketing communications.</p> <h3>Global clampdown requires global response from retailers</h3> <p>Authorities around the world have been gradually tightening guidelines for obtaining consent. Canada, for example, has some of the tightest rules, which helps to explain why Walmart Canada’s approach is (currently) very different to that of Walmart US.</p> <p>The UK Information Commissioners Office (ICO) recently closed a consultation period on its draft <a href="https://ico.org.uk/about-the-ico/consultations/gdpr-consent-guidance/" target="_blank">email consent guidelines</a>, arguably quite a strict interpretation of the General Data Protection Regulation (GDPR) – a Europe-wide data privacy regulation that come into force in May 2018.</p> <p>As multinational retailers are bound by the rules in the country where their email subscriber resides, it may make sense to comply with some of these tighter regulations across the board.</p> <p>Colby Cavanaugh, senior vice president of marketing at email marketing provider Emma.</p> <blockquote> <p>"Each country has different regulations around email marketing, and it’s important to remember that you must abide by the laws of the countries you <em>send to</em>, not just the one you operate in. If any of your subscribers live in Canada, for instance, you must adhere to <a href="http://crtc.gc.ca/eng/internet/anti.htm" target="_blank">CASL</a>, one of the strictest sets of laws around email permissions in the world."</p> </blockquote> <h3>Common sense</h3> <p>But the question retailers should be asking is: do we need wait for regulation to put our house in order? Email consent isn’t just about business ethics, it’s also about what’s good for business.</p> <p>Like all dealings between retailer and customer, signing up to emails should be a matter of customer choice. It is clear that the ICO and other authorities worldwide do not feel current practices follow this principle.</p> <p>Padding your email subscription program with customers who do not want to be there is at best totally pointless, but is also likely harmful to customer relations, brand reputation, and the future viability of the email program itself if too many recipients mark the company as spam. A clean email list of quality subscribers who want to receive emails will deliver a higher conversion rate and sales.</p> <p>If in doubt, ask your email provider for advice. You may be surprised how many recommend active opt-in for consent, regardless of local rules.</p> <p>Colby Cavanaugh:</p> <blockquote> <p>"Best practices state that email opt-ins during the checkout process require active, explicit opt-in. This means customers must check a box themselves to sign up for your list. Using this practice means that you’ll be in compliance with more parts of the world beyond the US, including Canada. It does weigh quality over quantity — your list will grow slower, but on the plus side, you’ll be more confident that your subscribers actually want email from you."</p> </blockquote> <p>However, "if someone has made a purchase from your organization recently, they can fall into a category known as 'implied opt-in'," says Becca Brennan, deliverability and compliance analyst at GoDaddy Email Marketing. "It should be fine to send them mail that's directly related to the products they purchased. That being said, it's still advisable to allow those customers to subscribe themselves," she adds.</p> <h3>What are the new guidelines?</h3> <p>This study was loosely based on the recommendations of the draft guidance of the UK’s ICO, based on the upcoming GDPR regulation. Whether or not you send email to recipients in the UK or Europe, these guidelines are a good indication of opt-in best practice. Guy Hanson, Chair of DMA Email Council, sums up the proposed changes:</p> <p>“In the <a href="https://ico.org.uk/about-the-ico/consultations/gdpr-consent-guidance/" target="_blank">draft guidance</a>, the ICO lists the main changes that email marketers will need to consider:</p> <p><strong>(i) Active opt-in</strong>: the GDPR makes it clear in the recitals that pre-ticked boxes are not a valid form of consent. Clear opt-in boxes should be used.</p> <p><strong>(ii) Unbundled</strong>: asking for consent should be separate from other terms and conditions so individuals are clear what they consenting to. Consent should not be a pre-condition of signing up to a service unless it is necessary for that service.</p> <p><strong>(iii) Granular</strong>: where there are various different types of data processing that may occur, allow for separate consent as much as possible. The ICO want organisations to be as granular as possible which means giving consumers more control over what they're consenting to.</p> <p><strong>(iv) Named</strong>: always tell individuals who your organisation is and name any third parties that the data will be shared with. The draft ICO guidance states that terms like 'we will only share your data with other mens clothing retailers' are not specific enough. The individual organisations the data will be shared with need to be named.</p> <p><strong>(iv) Easy to withdraw</strong>: individuals should be easily able to withdraw their consent. Organisations must put in place simple and fast methods for withdrawing consent. Tell individuals about their right to withdraw consent.</p> <p><strong>(v) Documented</strong>: maintain records of the consents you have. Record the following information: what the individual has consented to; what they were told at the time; and the method of consent.</p> <p>“Note the section in the ICO guidelines that states “Do you always need consent? In short, no. Consent is one lawful basis for processing, but there are five others.” A lot of data owners are likely to seek to rely on the ‘legitimate interests’ alternative, and consultation is also underway to firm up what will/won’t meet the definition for this.</p> <h3>Summary of results</h3> <p>We took a peek at the opt-in/out of the following supermarkets: </p> <ul> <li>Aldi (UK)</li> <li>Asda (UK)</li> <li>Kroger (US)</li> <li>Morrisons (UK)</li> <li>Sainsbury's (UK)</li> <li>Tesco (UK)</li> <li>Waitrose (UK)</li> <li>Walmart Canada</li> <li>Walmart US</li> <li>Woolworths Australia </li> </ul> <p>If you can’t be bothered to read any further, here's a summary of the results/conclusions. N.B. These are the observations and conclusions of the author, solely: </p> <ul> <li>Registration is compulsory to allow purchase (sometimes also browsing, add to basket and view basket), with the exception of Walmart Canada and Aldi.</li> <li>Three supermarkets (Woolworths Australia, Sainsbury's and Walmart Canada) require customers to <em>actively</em> tick a checkbox to opt-in to emails.</li> <li>The other seven supermarkets have a passive opt-in (i.e. they require customers to actively opt-out of emails). Four do this by getting the user to <em>tick</em> a box (Tesco, Waitrose, Asda; Aldi), and the other three ask the user to untick a box (Kroger; Walmart US; Morrisons).</li> <li>Six supermarkets <em>do not</em> make clear that users will receive emails unless they opt out (Walmart US, Morrisons, Aldi, Asda, Tesco, Kroger).</li> <li>Two supermarkets <em>do not</em> make clear from which companies the user is consenting to receive emails (Kroger, Walmart US).</li> <li>The opt-in/out button is in smaller, less defined text, or is ambiguous on the websites of five supermarkets (Walmart US, Sainsbury’s, Morrisons, Asda, Waitrose).</li> <li>For two supermarkets, opt-in/out is combined with or easily confused with acceptance of terms and conditions and privacy statement (Morrisons, Asda).</li> <li>For three supermarkets, opt-in/out does not clearly mention the word 'email' or use the words 'subscribe', 'sign-up', 'opt-in' or 'opt-out' (Sainsbury’s, Tesco, Morrisons).</li> <li>Opt-in/out does not make clear that the user can opt out any time in the case of Woolworths, Sainsbury’s, Morrisons, Tesco, Kroger, Aldi and Walmart US.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/6750/t3.2_email_opt_out_aldi.png" alt="" width="615" height="620"></p><p><em>Image 2: Aldi (UK) – guest checkout page, with opt-out consent for email subscription.</em></p> <h3>1. Purchase as guest versus enforced registration</h3> <p>Eight out of the 10 supermarkets do not allow customers to checkout as a guest. </p><p>This forces customers to register before they can purchase. The registration drive feels particularly aggressive where retailers do not allow visitors to view products pages or add to basket without flashing up a compulsory sign in or sign up popup.</p> <p>All supermarkets have an opt-in or opt-out email subscriber recruitment initiative at registration or during account registration. So compulsory registration means every shopper is forced to make an opt-in/out decision about subscribing to marketing emails, before they can purchase, sometimes before they can browse products. This is particularly of concern where retailers by default opt-in all registering customers unless they opt out.</p> <p><strong>Not keen on:</strong></p> <p>Retailers that aggressively push registration or sign in, long before checkout e.g. Asda (when first product is viewed or added to the basket, see image 7), Morrisons, Waitrose, and Tesco.</p> <p>Image 3, below, demonstrates how Tesco requires shoppers to register before an item is placed in the basket. By default Tesco adds registrants to its email, SMS, direct mail and telephone database, unless they tick a box at checkout to opt out.</p> <p>Tesco also makes enrolment in its Clubcard loyalty program obligatory. There is no opt out. If you select No [I do not have a Clubcard] Tesco will “add one to your account so you do not miss out on points”. This means you cannot shop at Tesco.com unless you join the loyalty program. No other supermarket imposed this condition.</p> <p><strong>Prefer:</strong></p> <p>Aldi UK (see image 2 above) – allows purchase as guest. Aldi by default adds customers to its email database, unless they tick a box at checkout to opt out.</p> <p><strong>Love:</strong></p> <p>Walmart Canada - allows guest check out; does not solicit email signups from its guests. Those that choose to register are greeted with a beautifully crafted registration form explaining benefits, with active opt-in to receive emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/6751/t3.3_email_optout_tesco.png" alt="" width="615" height="577"></p> <p><em>Image 3: Tesco (UK) – Sign in or register popup + registration page, with 'not thanks' opt-out consent for email subscription.</em></p> <h3>2. Active opt-in / passive opt-in / active opt-out</h3> <p>The 10 grocers examined illustrate the three common scenarios of opt in/out. There can be no doubt that the lack of standard approach adds to customer confusion and frustration.</p> <p><strong>Three types:</strong></p> <p>(i) Customer must actively tick checkbox to opt-in for emails. This is widely recommended as best practice by email practitioners / platforms / associations and is in-line with or exceeding global guidelines.</p> <p>(ii) The opt-in to emails has been pre-ticked by the retailer. By default the customer is opted in unless they actively untick the checkbox. This can be confusing and frustrating for customers. Increasingly industry guidelines (e.g. ICO) do not favour this approach.</p> <p>(iii) Customer must actively tick checkbox to opt-out. By default the customer is opted in. It is never clear if the customer has (in their mind)consented or not. This is not in-keeping with the active opt-in recommended by more stringent guidelines, including draft ICO.</p> <p><strong>Not keen on:</strong> </p> <ul> <li>Kroger, Walmart US (see image 5) and Morrisons – customer must un-tick opt-in.</li> <li>Tesco (see image 3); Asda (see image 7); Aldi (see image 2) – customer must tick to opt-out.</li> <li>Waitrose (see image 8) requires tick to opt out. Box contains shadow tick that could be confused for pre-tick. </li> </ul> <p><strong>Love:</strong> </p> <ul> <li>Woolworths Australia (see image 10), Walmart Canada (see image 6).</li> <li>Sainsbury’s gives customers two compulsory choices opt in or opt out (see image 4).</li> </ul> <p>The Sainsbury’s form is not perfect, but is one of the best. It is excellent and unique, among those I looked at, in the way it gives customers two clear choices (opt in or opt out). These are radio buttons, the customer must choose one or the other or they cannot register, either 'I do want to hear about offers and services' or 'I do not want to hear about offers and services'.</p> <p><img src="https://assets.econsultancy.com/images/0008/6753/t3.5_email_optin_out_sains.png" alt="" width="800"></p><p><em>Image 4: Sainsbury’s (UK) registration page, with choice between opt-in or opt-out consent for email subscription.</em><strong><br></strong></p> <h3>3. Opt-in/out is not in line with form fields and subscribe or checkout button</h3> <p>When building registration forms it is important to give the user a sense of flow. If the customer is filling out fields and clicking a register confirmation button on one side of the page the opt-in/out checkbox should also be on the same side.</p> <p><strong>Not keen on:</strong></p> <p>Morrisons – the entire form is on the right of the page, but the pre-checked opt-in is on the far left bottom corner where it could easily be missed by the customer (see image below) (UPDATE July 2017: Morrisons seems now to have fixed this problem). </p> <p><strong>Room for improvement:</strong></p> <p>Sites that put the opt-in/out checkbox on the left and the button on right e.g. Sainsbury’s (image 4) and Woolworths (image 10).</p> <p><strong>Prefer:</strong></p> <p>Registration pages that place opt-in/out checkbox on the left and the button inline on the left (or both on right), e.g. Walmart US (see image below).</p> <p><img src="https://assets.econsultancy.com/images/0008/6754/t3.6_email_opt_out_walmart_morrisons.png" alt="" width="515" height="386"></p> <p><em>Image 5: Morrisons registration form and Walmart (US) registration form. By default, customers are opted-in to email subscription.</em></p> <h3>4. Opt-in/out is below the subscribe or checkout button</h3> <p>The norm is for the opt-in/out to sit above the register/create account button. As customers read webpages vertically, often ignoring small print below the call to action, there is more chance that by placing the opt-in/out below the call to action it may not been seen, read or considered until after the button is already pressed.</p> <p>If the default position is that the customer is added to the email database, unless they uncheck an opt-in box or tick an opt-out box, then there’s a big danger that subscription is without knowledge or consent.</p> <p>Use A/B testing and user testing to test the placing (and wording of) opt-in/out. If placing the checkbox below the button impacts the opt-in/out rate, then fix it.</p> <p><strong>Not keen on:</strong></p> <ul> <li>Walmart US – places the terms of use and privacy consent above the 'create account' button, but the pre-ticked opt-in box below (image 5). Using a bright orange tick, in the same colour as the consent button, may mitigate the issue.</li> <li>Morrisons – the situation is exacerbated by introducing considerable white space between the register button and pre-checked opt-in and placing one far left and the other far right (see image 5).</li> </ul> <p><strong>Prefer:</strong></p> <ul> <li>All retailers that place opt-in/out directly above the registration button, assuming the nature of consent is absolutely clear.</li> </ul> <p><strong>Love:</strong></p> <p>Walmart Canada – opt-in is directly above 'create my account', it’s bold, clear and blue (see image 6 below). If any retailer has a better form than Walmart Canada, let us know in the comments below. The checkbox details signup is optional and says "Get up-to-date information on weekly flyer features, Rollback &amp; Clearance items, exclusive products, and Walmart offers. You can unsubscribe at any time."</p> <p><br><img src="https://assets.econsultancy.com/images/0008/6755/t3.7_email_optin_walmart_ca.png" alt="" width="615" height="630"></p> <p><em>Image 6: Walmart (Canada) registration form; requires active opt-in to sign up to emails.</em></p> <h3>5. Opt-in/out is in smaller, less defined text, or is unclear or ambiguous</h3> <p><strong>Not keen on:</strong></p> <p>Asda – too verbose and not sufficiently clear (see image 7). It needs to be immediately clear that this is an opt-in or opt out to receive email messages. Asda’s opt-out (see image 7 below) contains pertinent information, but it is too long and imprecise. The bolding of “don’t want” helps, but not a lot.</p> <p><strong>Room for improvement:</strong></p> <p>Morrisons (see image 5), Walmart US (image 5), Waitrose (image 8).</p> <p><strong>Prefer:</strong></p> <p>Sites with brief, straight-talking statements in large bold text e.g. Tesco (see image 3) where “No, thanks” is in bold. Or Waitrose – “I’d prefer not to receive”.</p> <p><strong>Love:</strong></p> <p>Sites that put the entire opt-out in bold clear text, e.g. Aldi (see image 2) or Walmart Canada (see image 7 above).</p> <p><img src="https://assets.econsultancy.com/images/0008/6756/t3.8_email_opt_out_asda.png" alt="" width="615" height="597"></p> <p><em>Image 7: Asda registration form; customers are opted-in to email subscription, unless they opt out.</em></p> <h3>6. Opt out does not specify that customers will receive emails unless they actively opt out</h3> <p><strong>Not keen on:</strong></p> <p>Any 'opt-out retailer' who does not explicitly tell customers they will receive emails unless they opt-out - Walmart US, Morrisons (both image 5), Aldi (image 2), Asda (image 7), Tesco (image 3), Kroger.</p> <p><strong>Prefer:</strong></p> <p>Waitrose (see image below). Waitrose is the only one of the seven opt-out retailers who specifies: “By providing your details you agree to be contacted by us”. But it would be preferable if this was not buried in the middle of a paragraph.</p> <p><img src="https://assets.econsultancy.com/images/0008/6758/t3.9_email_opt_out_waitrose.png" alt="" width="615" height="319"></p> <p><em>Image 8: Waitrose (UK) registration form and default opt-in explanation.</em></p> <h3>7. Opt-in/out does not specify from which companies customers will receive emails</h3> <p><strong>Not keen on:</strong></p> <p>Opt-in/outs that do not mention any company - Kroger, Walmart US (image 5)</p> <p><strong>Room for improvement:</strong></p> <p>Opt-in/outs that do not mention sending company, but do not specify if other companies – subsidiary or third party are excluded: Aldi (image 2), Woolworths (image 10), Asda (image 9), Morrisons (image 9).</p> <p><strong>Prefer:</strong></p> <p>Opt-in/outs that specifically include subsidiary companies in text - Sainsbury’s (image 9) - or asterisk and footnote, such as Tesco (image 3).</p> <p><strong>Love:</strong></p> <ul> <li>Waitrose (image 8) – enables customers to opt out individually from mailings from Waitrose, John Lewis and John Lewis Financial Services.</li> <li>Walmart Canada – “don't worry, we will never sell or rent your personal information. It's part of our <a href="https://www.walmart.ca/en/help/legal">privacy policy</a>” (image 6)</li> </ul> <h3>8. Opt-in/out is combined with or easily confused with acceptance of terms and conditions and privacy statement</h3> <p>None of the 10 retailers makes opt-in compulsory, or combines it with the terms and conditions or privacy statement (which must be accepted), but with two retailers it is possible for the customer to make the mistake that the check box is to accept of terms and conditions or privacy statement.</p> <p><strong>Not keen on:</strong></p> <p>Morrisons (image 9). – only with careful reading is it clear that terms and conditions are not bundled with opt-out.</p> <p><strong>Room for improvement:</strong></p> <p>Asda (image 9) – the stand out words in the opt-out are bright blue and link to Privacy Policy. </p> <p><strong>Prefer:</strong></p> <p>Retailers that have separate tick boxes for accepting terms and conditions and opting in/out to emails.</p> <p><strong>Love:</strong></p> <p>Sainsbury (image 9) – terms and conditions and opting in/out to emails are in separate and boxed sections of form.</p> <p><img src="https://assets.econsultancy.com/images/0008/6759/t3.10_email_optin_out_sains_mor_asda.png" alt=""></p> <p><em>Image 9: Sainsbury’s, Morrisons, Asda. Drawing a line between terms and conditions and opt-in.</em></p> <h3>9. Opt-in/out does not mention the word “email”, bundles email with other forms of communication or does not use the words “subscribe”, “sign-up”, “opt-in” or “opt-out”.</h3> <p><strong>Not keen on:</strong></p> <p>Catch all opt-out/opt-ins e.g. Tesco (image 3) or Sainsbury’s (image 9) – “We'd love to keep in touch with you by post, phone, SMS, email and other electronic means with money off vouchers, exclusive offers and the latest info, from Sainsbury's and Sainsbury's companies."</p> <p>Fluffy speak e.g. Asda (image 9) – “We'd love to keep in touch” </p> <p><strong>Room for improvement:</strong></p> <p>Aldi (image 2) – “I’d prefer not to receive marketing information about Aldi’s products and offers.”</p> <p><strong>Prefer:</strong></p> <p>Walmart US (image 5) – “Email me about Rollbacks, special pricing, hot new items, gift ideas and more.” </p> <p><strong>Love:</strong></p> <p>Walmart Canada (image 6) – “Sign up for Walmart.ca emails (optional).”</p> <p>Woolworths Australia – (image 10 below): “Communication preferences. Yes! I would like to receive updates about products &amp; services, promotions, special offers, news &amp; events from Woolworths Online via [Checkbox] SMS [Checkbox] email.”</p> <p><br><img src="https://assets.econsultancy.com/images/0008/6760/t3.11_email_opt_in_woolworths.png" alt="" width="615" height="226"></p> <p><em>Image 10: Woolworths (Australia) registration page.</em></p> <h3>10. Opt-in/out does not make clear that can opt out any time</h3> <p>Whether customers are opted-in to email marketing by default or actively opt-in, it is important to inform them of their right to unsubscribe at any time, ideally explaining how.</p> <p><strong>Not keen on:</strong></p> <p>Retailers with no notice, including Woolworths (image 10) and Sainsbury’s (image 9).</p> <p><strong>Prefer:</strong></p> <p>Asda – “You can ask us to stop at any time” (image 9). Waitrose (image 11) – “You can stop receiving our updates at any time by getting in touch”.</p> <p><strong>Love:</strong></p> <p>Walmart Canada (image 6) – “You can unsubscribe at any time.”</p> <h3>11. Disadvantage customers who do not opt in</h3> <p>Opt-in/opt-out must be voluntary.</p> <p><strong>Not keen on:</strong> Waitrose (image 11).</p> <p><strong>Prefer:</strong> all others.</p> <p>The only site that showed suggestion of a disadvantage for not signing up to emails is Waitrose, which states: "If you have a my John Lewis membership card, we'll be unable to continue that membership if you opt out of receiving information from John Lewis."</p> <p><img src="https://assets.econsultancy.com/images/0008/6761/t3.12_email_optout_waitrose_condit.png" alt="" width="615" height="373"></p> <p><em>Image 11: Waitrose registration page, with condition.</em></p> <p>N.B. These are the observations and conclusions of the author, solely. Feel free to agree/disagree and suggest other factors in check in/out success in the comments below.</p> <p><em><strong>Econsultancy subscribers can download the<a href="https://econsultancy.com/reports/the-fundamentals-of-email-marketing/"> Fundamentals of Email Marketing</a>, a best practice guide.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69143 2017-06-02T12:33:26+01:00 2017-06-02T12:33:26+01:00 10 intriguing digital marketing stats from this week Nikki Gilliland <h3>71% of Brits think voice will be used in daily tasks in 10 years</h3> <p>According a consumer survey by Wiraya and YouGov, 71% of consumers think voice will be used for one or more daily tasks by 2027, while 26% of Brits already interact with day-to-day technology using voice activation.</p> <p>Helen Mirren was voted the voice people would most want to hear on automated calls, closely followed by Ewan McGregor, and then Tom Hardy.</p> <p><img src="https://assets.econsultancy.com/images/0008/6516/Voice.JPG" alt="" width="780" height="421"></p> <h3>C-Suite executives rank customer experience as top priority</h3> <p>Calabrio has <a href="http://learn.calabrio.com/dl-customer-experience-era-intl/" target="_blank">released a report</a> that reveals customer experience is now a top priority for US and UK business executives – ranked above sales and revenue as a primary concern for 2017.</p> <p>52% of senior leaders now view customer experience as the most important way of differentiating their brand. Further findings suggest it’s not that easy, however, with the biggest obstacles being achieving a single customer view and integrating customer data.</p> <p>29% of C-Suite execs are still unsure of the number of devices customers are using to complete a purchase, and only one in three believe that customers are connecting with brands using more than two devices.</p> <h3>Only half of consumers know how to block ads on mobile</h3> <p>Despite more than 80% of the people surveyed owning a mobile device, just 15% of them block ads on their mobile devices, compared to 68% blocking ads on their laptops.</p> <p>This is according to a <a href="http://insight.globalwebindex.net/mobile-ad-blocking-2017" target="_blank">GlobalWebIndex study</a>, which delved into the reasons why the US and EU are way behind Asia when it comes to the uptake of mobile ad blocking. </p> <p>Results show that users are unaware they can block ads on mobile devices, with just 48% of device owners currently aware of the possibility. It’s clear that many are still frustrated with online advertising, as one in three mobile users feel they see too many ads when browsing, and almost 50% have a desire to block all ads on their mobile devices.</p> <p><img src="https://assets.econsultancy.com/images/0008/6510/mobile_ad_blocking.JPG" alt="" width="780" height="420"></p> <h3>70% of audiences want social media companies to tackle fake news</h3> <p>Research by the7stars has revealed that just 20% of UK news audiences feel confident that the news they are reading is real, and 70% want social media companies to take more responsibility for tackling fake news.</p> <p>In a survey of 1,000 Brits, 45% said that it’s difficult to understand what is fake news and what isn’t. Just 7% said they felt Facebook and Twitter are doing enough to protect them from fake news.</p> <p>Only 10% of respondents said they trust news shared by friends on social media, with 45% saying they would not trust a shared news article.</p> <h3>Champions League engages more fans on social than FA Cup</h3> <p>Ahead of this year’s Champions League Final, Adobe has revealed how fans have been engaging with football's biggest competitions on social media.</p> <p>Taking into account over 27.8m mentions of the Champions League and FA Cup, stats show that the Champions League has been dominating, garnering over 22m social mentions – an average of 2.4m mentions a month. </p> <p>In contrast, the FA Cup generated just over 5.8m social mentions during its tournament phase, with an average of almost 900,000 mentions a month.</p> <p>This appears to be due to the Champions League’s international presence, with 84% of mentions coming from outside of the UK, compared to 63% coming from abroad for the FA Cup.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/UCLfinal?src=hash">#UCLfinal</a> Festival in Cardiff Bay:</p> <p>Sunshine ✅<br>Floating pitch ✅<br>Ultimate Champions Match ✅</p> <p>Details: <a href="https://t.co/WPHOv0QOZb">https://t.co/WPHOv0QOZb</a> <a href="https://t.co/OnycoUM95S">pic.twitter.com/OnycoUM95S</a></p> — Champions League (@ChampionsLeague) <a href="https://twitter.com/ChampionsLeague/status/870292999967842304">June 1, 2017</a> </blockquote> <h3>Biggest UK mortgage companies are delivering poor online experience</h3> <p>According to <a href="http://dock9.com/latest/press-release-uk-mortgage-giants-failing-customers-online-says-research" target="_blank">new research</a> by Dock9, three of the UK’s biggest mortgage providers are ranked worst in terms of online customer experience.</p> <p>In a study of the best and worst online experiences for 19 major mortgage intermediaries, high street and specialist lenders – Santander, Nationwide, and Natwest finished bottom of the pile. Barclays, Lloyds, and TSB were ranked top.</p> <p>Overall, it found 53% of companies are failing to design websites fully suited to mobile and tablet devices. 65% are only partially or not responsive at all, meaning customers have a much longer journey than necessary. </p> <h3>72% of marketers fail GDPR consent test </h3> <p>A test conducted by <a href="https://uk.mailjet.com/blog/guide/gdpr-research-report/" target="_blank">Mailjet</a> found that 72% of UK marketers either cannot answer, or incorrectly list the necessary conditions to meet GDPR requirements for ‘opt-in’ consent.</p> <p>With less than a year to go, just 17% of respondents have taken all of the recommended steps towards GDPR compliance. The reason could be that many marketers wrongly believe that the fine for non-compliance is €5.2m, when it is in fact €20m, or 4% of their global revenue.</p> <p>This is not the only area of confusion - 64% also assume GDPR means they must ensure individuals are able to opt-out easily, while 32% of UK marketing professionals believe they will be able to automate processing of location data without ‘opt-in consent’.</p> <p>For a handy breakdown of the GDPR, head on over to <a href="https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers/" target="_blank">Ben's article</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/6511/GDPR.JPG" alt="" width="780" height="394"></p> <h3>90% of UK consumers have unsubscribed from retail communications in the past year</h3> <p>New research by Engage Hub has revealed that 90% of UK consumers have unsubscribed from communications from retailers in the past 12 months, with 46% saying it is due to an onslaught of messages from brands.</p> <p>In a survey of over 1,500 consumers, one third of respondents said they were unhappy with the frequency of offers or updates they receive. 24% say they receive something at least once a day, while 15% say they receive even more.</p> <p>Alongside the frequency of communication - irrelevancy is also a problem. 24% of respondents said they have unsubscribed from a retailer due the messages being highly irrelevant to them.</p> <h3>Stock in UK supermarkets declines 5.7%</h3> <p>A study by <a href="https://www.iriworldwide.com/en-GB/insights/Publications/Launching-a-new-product" target="_blank">IRIR</a> has found a 5.7% decline in the amount of products UK supermarkets are stocking in stores. From February 2016 to February 2017, there was an average of 930 fewer products available to shoppers in their local supermarket.</p> <p>During the same period, there was a decline of 8.4% in new branded items, with sales of new products also down by 6.5%. </p> <p>As well as fewer branded products being launched, supermarkets are also struggling to gain sufficient distribution, with only one in every seven new products achieving more than 75% distribution across the major UK supermarkets.</p> <p><img src="https://assets.econsultancy.com/images/0008/6509/distribution.JPG" alt="" width="738" height="388"></p> <h3>Budgets for experiential marketing predicted to rise</h3> <p>According to <a href="https://www.freeman.com/news/press-releases/new-research-from-freeman-and-ssi-confirms-brand-experiences-matter-to-marketers-and-theyre-willing-to-pay-for-them" target="_blank">Freeman</a>, one in three global marketers expect to allocate up to half of their budget to experiential marketing in the next three years. </p> <p>In a survey of over 1,000 CMOs in the US, Europe, and Asia, 59% of respondents agree that brand experiences have the ability to create stronger relationships with audiences. As a result, 51% say they plan to spend between a fifth and a half of their budget on experiential in the next three years.</p> <p>Currently, 42% of marketers in Asia are using sensory interaction as a means of creating personalised experiences, compared to 28% in the US and just 13% in Europe. 31% of Asian companies are using virtual reality, compared to just 7%-9% elsewhere.</p> tag:econsultancy.com,2008:BlogPost/69057 2017-05-15T13:00:00+01:00 2017-05-15T13:00:00+01:00 Walk before you run: Marketers must get the basics right before they turn to AI Tink Taylor <p>Even before it became an everyday reality, the concept had acquired a rich and diverse history; everything from the evils of Skynet to the comforting sight of Big Hero Six’s Baymax have become synonymous with AI.</p> <p>Today, that potential is starting to be realised: AI is progressively becoming a fundamental part of many business strategies. In fact, within the most innovative organisations, AI usage has become a central part of their current strategy. Google uses Rankbrain, for example, to decipher natural language search queries while website design platform, <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">The Grid</a>, uses AI to automate several of the usually tedious coding processes. </p> <p>Aiming to capitalise on our digital-first world, many marketing teams have earmarked AI as potential cornerstone in their future strategies. Indeed, a report late last year found that <a href="http://webershandwick.co.uk/press_release/global-consumers-are-seven-times-more-likely-to-see-a-positive-than-negative-impact-of-artificial-intelligence-ai-on-society-and-their-personal-lives/">68% of CMOs</a> are now planning for business in the AI era, while a further 55% expect the technology to have a bigger impact on marketing and communications than social media.</p> <p>However, despite its rosy long-term outlook, the immediate future of AI is far from clear. The same research found that nearly two-thirds of global consumers (64%) are becoming increasingly concerned about the use or adoption of AI – with worries centring on the expected loss of privacy. </p> <p>Most interestingly, more than half of Chief Marketing Officers (58%) believe that within the next five years, companies will need to compete in the AI space to succeed. Excited by the <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">power of AI</a>, marketing departments are looking beyond the usual fears of job losses and seem optimistic about its potential in mapping out customer lifecycles with a level of granularity that has never been possible before. With plans to develop a deeper understanding of market segmentation and customer preferences, marketers hope AI will unlock a new level of personalised, targeted engagement. </p> <p>Despite the phenomenal strides AI has made and the potential impact it could have in revolutionising the world, the fact remains that most marketing departments are worlds away from delivering AI-led outreach campaigns. While it is heartening to see the industry becoming so enthused by the prospect of AI, it is important that plans are not rushed.</p> <p>With plans for impressively complex and sophisticated AI-based engagement strategies already being drawn up, I would first urge caution and advise that organisations spend time ensuring they have the foundations in place before they begin building for the future.  </p> <p>Without the basic tactics in place, it will be impossible to make the best use of advanced technologies such as AI. Here are four top tips to help marketers prepare for the rise of Artificial Intelligence: </p> <h3>1. Make sure you know what you’re doing. And why you’re doing it</h3> <p>Like any marketing tool, AI can only be powerful if marketers know how to use them. With the wealth of intelligent technologies at their fingertips, it is crucial that they fully understand the tools currently available before integrating with new software.</p> <p>An example is dotmailer’s self-learning Data Watchdog technology which prevents a user from sending emails that may cause complaints and issues, by detecting and quarantining suspicious contacts. In addition, it is important to ask questions such as ‘how will this impact my marketing strategy’, ‘what will be the outcome’, ‘will this deliver the expected outcome’ and so on.</p> <h3>2. Good things come to those who wait</h3> <p>Implementation will always lag behind innovation; yet a common mistake is to rush and invest in the newest technology before optimising the potential of what an organisation currently has. Taking the time to identify what new tools match with the business' ambitions will improve integration and help avoid unnecessary spending.</p> <h3>3. Get the basics right</h3> <p>If marketers are not making the most of email marketing automation tools, they should prioritise this first and focus on understanding and harnessing the potential of their current marketing solutions. AI – and other innovative technologies – can then be used much more efficiently.</p> <h3>4. Keep everyone looped in; but do it safely</h3> <p>AI relies on data. With consumers increasingly building virtual lives through devices such as smartphones, organisations are generating huge volumes of data which can be collected and analysed to yield insights. Sharing data is a must and it will be important to ensure that information can flow freely throughout the organisation, allowing AI systems to build as complete a picture of the customer as possible.</p> <p>Of course, this brings with it its own challenges: notably in keeping this data secure, without compromising its availability for the wider business. To this end, your organisation must be water-tight, and marketing departments will need to work closely with IT managers to ensure that information – particularly when it comes to customers – is shared in a safe and secure way.</p> <p>Without a doubt, the convergence of AI and email marketing is a mouth-watering prospect. Taking customer targeting to unprecedented levels, the technology has the potential to deliver the hyper-personalised style of marketing that was previously thought possible only in science-fiction. Moving from <a href="https://econsultancy.com/blog/69065-five-advanced-data-and-segmentation-tactics-for-marketing-and-sales/">making predictions about broad groups of people</a>, to targeting the individual: it’s possible to imagine a world in which one-to-one, contextually linked messaging is directed by specialist algorithms that can recognize that individual’s normal behaviour. </p> <p>We are, however, still some way off this world becoming a reality. Until then, we must stay grounded, avoid getting swept up in the excitement, and ensure that we’re making full use of the technologies already at our disposal.</p> tag:econsultancy.com,2008:BlogPost/69066 2017-05-09T13:00:00+01:00 2017-05-09T13:00:00+01:00 How marketers are innovating with email in 2017 Nikki Gilliland <p>So, what other techniques are marketers turning to in 2017?</p> <p>Based on a survey of 1,200 respondents, the 11th edition of the report contains a comprehensive review of current email practices, resources, and the channel’s effectiveness compared to other types of marketing. Subscribers can <a href="https://econsultancy.com/reports/email-census" target="_blank">download it here</a> – or read on for a run-down of how marketers are further planning to innovate with email in the year ahead.</p> <h3>Improvements in email design and relevance</h3> <p>While <a href="https://econsultancy.com/blog/66290-email-marketing-automation-are-you-aware-of-the-benefits/" target="_blank">automation</a> remains high on the agenda, the majority of email marketers cited an increased focus on creative uses of behavioural triggers, as well as greater use of dynamic elements such as video, content and GIFs in emails. </p> <p>This tallies with the long-held focus on making the inbox experience more engaging through improvements in the design and relevance of emails – taking both content <em>and</em> context into consideration for the greatest level of success.</p> <p>Similarly, the development of a mobile-optimised customer journey remains a high priority for many respondents – cited by 38% of company marketers and 28% of those on the supply side.</p> <p><img src="https://assets.econsultancy.com/images/0008/5933/Email_innovation.JPG" alt="" width="780" height="683"></p> <h3>Innovation beyond personalisation</h3> <p>While ‘innovation’ is often put into a box – i.e. innovation through automation – many marketers are now seeing the potential beyond this. </p> <p>When asked what the single biggest change to email marketing will be in five years’ time, the majority of answers involved further personalisation - to the point where it is a given - with emails being entirely based around the user’s needs and actions.</p> <p>More than this, however, is a desire to understand how email can support multichannel marketing and customer segmentation.</p> <p>Interestingly, the idea of action within emails was also suggested – such as responsive forms or the ability to fill out a quote form or checkout without actually visiting a site.</p> <p><img src="https://assets.econsultancy.com/images/0008/5935/email_data.jpg" alt="" width="780" height="390"></p> <h3>Artificial intelligence is now on the agenda</h3> <p>This year’s census includes a question about how <a href="https://econsultancy.com/blog/68722-how-ai-will-impact-marketing-and-the-customer-experience/" target="_blank">artificial intelligence</a> can improve marketing performance.</p> <p>While it was the first time the topic of AI has been included, it is clear that it's been emerging for a while. 17% of company respondents said they plan to innovate through AI in 2017. Meanwhile, 52% of client-side respondents said that it could help to optimise send times, and 43% said it could optimise calls to action. </p> <p><img src="https://assets.econsultancy.com/images/0008/5934/Email_1.JPG" alt="" width="780" height="632"></p> <p>The fact that artificial intelligence is both a new and relatively high priority for 2017 could also suggest that other areas of focus (e.g behavioural triggers and automation) are being seen more as ‘business as usual’ activities rather than true 'innovation'.</p> <p>Of course, AI presents challenges to even the most established email practices. With data access and interpretation typically posing problems for marketers across the board, adding AI capabilities into the email marketing armoury isn’t going to be easy.</p> <p><em><strong>For further information, you can download the <a href="https://econsultancy.com/reports/email-census" target="_blank">Email Marketing Industry Census</a> here.</strong></em></p>