1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why Email Is Still Crucial For Marketers
Alyssa Nahatis | Director of Deliverability & Account Management
Aurélie Lepley | Product Marketing Manager

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Alyssa Nahatis
Director of Deliverability & Account
Management
nahatis@adobe.com
Twitter: @ANahatis
Aurélie Lepley
Product Marketing Manager
aurelie.lepley@adobe.com
Twitter: @AurelLep

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Key Takeaways
How industry trends
are shaping your email
strategy.
1 How to take your email
program to the next
level.
2 How Adobe clients
increase their email
ROI.
3

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How industry trends are
influencing your email
strategy

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Email helps you
to transform your
marketing
strategy into a
money making
machine

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Email Ranks # 1 in ROI Compared To The Other Channels
6
Source: the Power of Direct Marketing, Direct Marketing Association, 2011-2012
Return on every dollar invested

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Top Challenges for Email Marketers
7
Marketers’ Top Challenges
Email-only visibility vs. 360-degree view of
customer interactions with brand
51%*
* Percentage of respondents naming this as their No. 1
challenge. Source: DMA and Adobe Study
Ability to automate an entire email
campaign with multiple touchpoints
41%
Ineffective connection with the other tools
that help inform your job (analytics,
content, testing, and creative)
38%

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Email Marketers Demand MORE Than a Traditional ESP Can Offer
2/3
of marketers are less than
satisfied with their email
marketing efforts
Source: DMA and Adobe Study

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Email Marketers Needs
99
Individual customers, individual campaigns
CROSS-CHANNEL
EXECUTION
REAL-TIME
INTERACTION
MANAGEMENT
OPERATIONAL
REPORTING
VISUAL CAMPAIGN
ORCHESTRATION
INTEGRATED
CUSTOMER PROFILE
TARGETED
SEGMENTATION

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Customers Who Replaced Their ESP / Marketing Automation Solutions
10

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How to Take Your
Email Program
to The Next Level

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• Manage the Consumer Lifecycle
• Trigger Email At Key Moment
• Put your Customers in Charge
• Show Customers You Know Them
• Take Benefit of The Remarketing
Taking your email
programs to the
next level
• Onboarding
• Triggered Messaging
• Rendering
• Responsive Design
• Real-time Inbox
• Disabled Image Dilemma

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Onboarding
13
Onboarding starts with the
opt-in
Clear language
Only collect what you’ll use
No pre-checked boxes
Provide a welcome message
Remind how they got onto list
Share the benefits
Frequency of contact
Link to preference center

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Triggered Messaging
14
Examples of triggered messaging
Birthday email
Based on past purchase
Abandoned shopping cart
Event follow-up
Seasonal/holiday

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Email Rendering
15
Use rendering tools
to view your emails
Browsers
Email clients
Devices

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Responsive Design
16
Emails are deleted that don’t
render properly
Adobe Campaign offers
responsive design templates
61% of emails opened on
mobile devices

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Contextual Marketing
17
Right time
Right place
Right offer

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The Disabled Image Dilemma
18
Most ISPs disable images by default
Include hosted online version
Make it easy to say good-bye
Ensure your call to action appears even
without images

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What determines Deliverability?
20
Sending Reputation:
Technical Configuration
Low Complaints
Good Data Quality
High Engagement

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Best Practices: Know
Your Data
• Know your data
• Active & engaged list
• Reduce frequency to
inactives
• Data quality/hygiene
• Segment
• Test

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Best Practices: Content
22
 Prominent call to action
 Pre-flight content check
 Subject lines
 Balance graphics & text
 Include address and opt-out link
 Consider responsive design

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How Adobe clients
increase email ROI

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• Manage the Consumer Lifecycle
• Trigger Email At Key Moment
• Put your Customers in Charge
• Show Customers You Know Them
• Take Benefit of The Remarketing
Adobe Clients taking
their email programs
to the next level
• Manage the Consumer Lifecycle
• Trigger Email At Key Moment
• Put your Customers in Charge
• Tailor Content for Each Customer & Context
• Show Customers You Know Them
• Take Benefit of The Remarketing

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Follow The Customer Through The Consumer Lifecycle
25
Increase in conversion
rates:
+10 points
20%
Proven contribution
from Marketing to
revenues

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Trigger Emails at Key Moments
26
 Personalized emails invite customers to rate
products
 Push promotional offers
 Open rates exceed average

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Trigger Emails at Key Moments
27
Customer
L’Occitane
(Sent by automatic email at D+2)
L’Occitane
Customer
Recovery action:
Trigger customer service
call to improve customer
experience
Training:
Train store managers on
improving customer
experience
Brand advocate:
Develop marketing
actions to keep them
loyal and develop
business

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Put Your Customers In Charge
28
Offer frequency options
Include option to opt-down
Maintain Rich Preference Center
Offer Multi-Channel
Communication Options
Don’t just Collect Data, Use it!

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Gray Content Area Layout
29
For use with full-screen images or diagrams that look good on gray

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Show Customers You Know Them With Personalization
30
Open rates
increased by
537%
Click-through rates nearly
doubled, going from
25% to
48%

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Show Customers You Know Them With Personalization
31
Dynamic cross-sell copy specific to
content type of purchase (book,
newsstand, etc.)
Personalized recommendations based
on purchase history
Original Revised Transactional Email
Personalization
Digital Purchase
Confirmation Email
Linked Sales
Increased 67%
YOY

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Do Not Miss The Remarketing Opportunity
32
32
Source Shopping Cart
Abandonment: Online Retailer’s
Biggest Headache Is Actually
Huge Opportunity. Business
Insider, May 2014.
71%
of shoppers
abandoned
online shopping
$4 trillion
of merchandise
left in online
shopping carts
40% open &
20% click
from
remarketing
email within
3 hours
8%
cart abandoners
grow cold after
an hour

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33
2.5x
1 Hour 2 Hours 3 Hours
Do Not Miss The Remarketing Opportunity
1x
24 Hours
Industry Baseline
Increased Remarketing ConversionCreepy?
Optimized
Lift
+60% Revenue
Source: Business Insider Intelligence, April 2014
Real-Time remarketing shows
an opportunity of
2.5x lift

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Key Takeaways
Capitalize on data to
optimize emails.
1
Provide tailored
content for each
person & context.
2
Follow customer
through their lifecycle.
3

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The Total Economic Impact™ Of Adobe Campaign
• North America Retail Customer
• Benefits included:
• Improved customer engagement
• Incremental revenue
• Email cost effectiveness
• Data and system consolidation
• Available now:
• adobe.com/go/CampaignROI
ROI INCREM.
REVENUE
NET PRESENT
VALUE
PAYBACK
PERIOD
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Forrester Research, Inc.
35

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