3. Agenda
8.30am
Registration and breakfast
9.00am
Welcome from the Chair
Anthony Wilkey, Regional Director, Smart Focus
9.10am
Research findings
Phil Singh, Vice President EMEA, Epsilon & Marcus Geary, Analyst,
eBay Enterprise Marketing Solutions
9.30am
The Power of Data Driven Personalisation
DMA gold winner, Best use of email marketing - EasyJet case study
Tony Miller, Managing Partner, Havas EHS
9.50am
Planning your segmentation strategy? Watch out there’s two elephants
in the room!
Dela Quist, Chief Executive Officer, Alchemy Worx
10.10am
Q&A
Sponsored by
10.45am
Close
4. Research Findings
Phil Singh, Vice President EMEA, Epsilon
Marcus Geary, Analyst, eBay Enterprise Marketing
Solutions
#dmaemail
Sponsored by
6. Overview
How email marketing has evolved in 2013
Published annually for the past 7 years
Complements the National Email
Benchmarking Report
B2B (54%) and B2C (46%) responders
Circa 60 questions
A rare, unbiased opportunity to recognise
and assess trends
8. Key Findings
Email remains a critical marketing
component
ROI is now delivering 2500%!
Budget allocation remains steadfast
Retention, so last year – now engagement!
Contact frequency is reducing
Heightened emphasis on segmentation
10. 2.4 Looking forward, how would you expect your
company’s expenditure on email to change?
11. 3.2 How much is the approximate return you get back for
every pound spent on email marketing?
2012: £21.28
2013: £24.93
£1 to £5
£6 to £10
£11 to £20
£21 to £40
£31 to £40
£41 to £50
£51 to £60
£61 to £70
13. 1.4 What type of email message helps you to achieve your
business goals? Please select all that apply.
1 Regular newsletter
2 Customer Survey
3 Welcome message
4 Limited time offer
5 Thank you message
6 Regular newsletter - RFM
2012
2013
14. 3.3 What percentage of your email revenue comes form
the following types of email?
15. 5.3 On average how many different customer segments
does your business use to segment your mailings?
50%
45%
40%
37%
34%
35%
30%
27%
29%
28%
25%
20%
15%
38%
19%
18%
20%
21%
15%
11%
10%
5%
0%
Don't segment list
Segment into 2-3 different audiences
2011
2012
Segment into 4-6 different audiences
2013
Segment into more than 6 different
audiences
16. 5.2 What is the maximum number of times you contact an
address on your list in one month?
Mean number of emails:
2013: 3.4 times per month
2012: 4.1 times per month
17. 3. If email is doing so
well, why does
confidence in it appear
to be declining?
18. Enthusiasm for email appears to be becoming
more ‘meh’: are we on the cusp of the predicted
email marketing fatigue?
22. Outside resourcing, technology and
data are the biggest constraints
facing email marketing
• Big Data!!!!
• The range of communication instruments
available to marketers
• The Platform war
• Technology integration
• Omnichannel integration
• BI and Analytics
• Segmentation complexity
23. The Power of Data Driven
Personalisation
DMA gold winner, Best use of email marketing EasyJet case study
Tony Miller, Managing Partner, Havas EHS
#dmaemail
Sponsored by
24. The Power of Data Driven Personalisation
case study: easyJet
February 2014
25. What you’ll see today…
1. Personalisation is key…
2. to create a connected customer
experience…
3. that develops meaningful relationships
26. Personalisation is key
as ‘Me-tail’ consumer trend takes the lead
An increasingly overcrowded inbox means that
delivering personalised communications and
behaviour driven content is key for brands to get
through the noise.
56% of consumers say they would be more
inclined to use a brand if it offered a personalised
experience, lifting sales by 7.8%.
Prediction:
As personalisation solves the problem of ‘deal
fatigue’ and ‘deal overload’ with emails. Brands
will increasingly personalise the experience so
they send customers only the most relevant deals
and offers.
27. To create a connected customer
experience
As marketers become the architects
Consumers are willing for brands to capture and
use their data as long as the benefit outweighs
this exchange, and their experience is enhanced.
Smart segmentation, an integrated experience
and timing are all crucial in getting
Personalisation right.
There is a 50% uplift based purely on a message
being served at the right time and in the right
place
Prediction:
Brands will start to capture a range of customer
behaviours from mutliple touch points along the
journey to weave a more engaging story and
deliver individualised content across channels
and in real time.
28. That develops meaningful relationships
to increase brand loyalty within your customer base
Consumers have increased expectations from
brands to preempt their needs and demand
relevance. By turning consumer data into helpful,
personal insights, you can serve customer the
content they want, quicker, building meaningful
relationships.
59% say they would buy more often from a brand
that uses their data to create relevant offers and a
good service. 63% of UK consumers are more
loyal to brands that use personal data effectively.
Prediction:
Brands will look to develop meaningful
relationships beyond point of sale, that will
incidentally affect their bottom line.
30. 30
A journey from one size fits all to using smart data to talk to travellers
differently based on why and where they’re travelling. Creating an engaging
conversation with travellers that has seen a huge uplift in sales.
36. Planning your segmentation
strategy? Watch out there’s two
elephants in the room!
Dela Quist, Chief Executive Officer, Alchemy Worx
#dmaemail
Sponsored by
37. Planning Your Segmentation Strategy? Watch
out there’s two elephants in the room!
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist
@DelaQuist
@AlchemyWorx
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61.
62. Dixons Retail, the electrical goods retailer that owns Currys and PC World, has
reported a strong Christmas sales period.
Like-for-like sales - which strip out the effect of store openings and closures - in
the UK and Ireland rose 5% in the three months to 4 January, with internet-led
sales up 23%.
63.
64.
65. How We Feel About Email Not Driven By Frequency
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