Wow! 2014 was a busy year in the email marketing space! Increased reliance on data-driven marketing, the emergence of Google Inbox, and the implementation of the Canadian Anti-Spam Legislation (CASL) was enough to challenge even the most seasoned email professionals. So what practices will continue to be impactful in 2015? And what should you prepare for in the New Year? Attend the webinar and position yourself to capitalize on today’s email trends and find out how to boost your marketing ROI this year. Join Ryan Phelan, named one of the top 30 digital strategists by the Online Marketing Institute, as he shares what impacted email last year, and his predictions for 2015. Walk away with insight into: • Digital marketing trends to be ready for in 2015 • How to make conversations with your customers even more personal • The true value of the “always addressable” customer • How to prep for the next big thing in email marketing

1. 1
Ryan Phelan, VP Global Shared Services, Acxiom
Len Shneyder, Director of Industry Relations, Message Systems
Plan Ahead for the
Top 2015 Trends in Email

2. 2
A link to the webinar replay will be provided via email
following the presentation
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3. 3
Len Shneyder
2015 Through the Lens of 2014

4. 4
Everything Old Is New Again

5. 5
The mobile tipping point came and went

6. 6
Mobile device usage exceeds desktops

7. 7
2013 was the year of responsive design

8. 8
Innovation did happen in 2014, but it was limited

9. 9
mobile
sms

10. 10
Things to consider in 2015

11. 11
Worldwide data growth One

12. 12
Leveraging big data insights
requires real-time access

13. 13
Inbox
83%
Spam
6%
Missing
11%
Companies continue to
struggle with deliverability
Return Path Inbox Placement Benchmark Report 2014
Two

14. 14
There are over 12,000 ISPs
Globally with millions of domains

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The future is personalized Three

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A segment of one

17. 2014
Recap
and
Predic0ons
for
Focus
in
2015
What
have
we
learned
and
what
are
the
investments
we
can
start
to
meet
the
challenges
of
digital
media

18. Prior
Industry
Experience
• Vice
President,
Strategy
at
BlueHornet
• Director,
Email
Marke0ng
&
Acquisi0on
at
Sears
Holdings
• Responsible
for
East
Coast
Opera0ons
at
Responsys
• 15
years
in
the
email/online
marke0ng
space
• Client
engagements
have
included:
Porsche
USA,
deviantART.com,
Zazzle.com,
Xerox,
snagajob.com,
KFC,
Kodak,
Match.com,
Netgear,
PAC-­‐SUN,
TOM-­‐TOM,
EnMasse
Entertainment
and
Perry
Ellis,
Skype,
HP
Worldwide,
General
Motors,
American
Cancer
Society,
FedEx,
U.S
Bank,
FNBO,
Capital
One,
Wells
Fargo,
CenturyLink
and
more
Thought
Leadership
• DM
News:
Email
Gets
Personal
(Cover
Story)
• Mashable
10/2014:
“Google’s
Inbox
and
What
It
Means
for
Email
Marketers”
• Keynote
address
–
March
2012,
EEC12
• Ranked
as
one
of
the
top
40
Digital
Marke0ng
Strategists
in
the
country
by
OMI
• Chair
of
the
EEC,
Board
Member
of
the
ESPC
Ryan
Phelan
Vice
President,
Global
Shared
Services
Acxiom
Digital
Imapct
@ryanpphelan

19. Mobile adoption continued to
increase, but as a whole, email
marketing continued to try to
climb uphill toward a goal of
hyper-relevant marketing. The
challenge continues to be
organizations willingness to invest
in the channel outside of basic
1:many email segmentation.
Email Moved Slowly

20. This makes the picture look
good, but when you dip
into the numbers, it’s about
what marketers believe is
personalization and what is
advanced tactics.
You (or Your Clients) Undertake Any Form of Personalization In Your
(or Their) Marketing Activity?

21. I'd venture a guess that
respondents' definition
of email personalization
is fairly basic.
Many marketers are still
using batch and blast
tactics for their emails
and are often limited in
their personalization
efforts to merging data
fields, such as name and
company that are
available in their CRM
systems.
- Mike Harris
Monetate
Through Which Channels do You Personalize?
“
“

22. Many believe that personalization is
a way to appeal to the consumer.
The challenge is that the presence
of mere personalization in an email
communication does not fully
resonate with the consumer.
Segmentation must be used to
personalize data driven content.
Balancing Personalization With Segmentation

23. We’re encouraged by companies
using advanced data outside of
email response data (RFM) and
would see this behavior continuing
as Big Data applications propagate
the marketplace.
Segmentation Is Making Some Strides

24. The Age of the Consumer

25. Email continues to be at the
center of marketing efforts for
companies in communicating
with their customers.
Email Continues Its Reign

26. Deliverability Changes Were Moderate

27. • Law is based upon a strict idea
of consent between implied and
express consent with consent
being the primary rule of law
• Pre-Checked boxes are no
longer consent
• It affects not only email, but
program downloads
• Limited term to gain permission
Canadian Anti-Spam Law

28. These are consistent with prior
years, we would like to see more
action associated with this even
in a alpha/beta testing stage to
start small instead of sacrificing
the now for the perfect.
Here Comes 2015…priorities

29. 2015 is going to be around
the discussion of the 1:1
addressable customer
Customer
Insights
•
1:1
Marke0ng
•
Future
of
Digital
Media

30. Relevant Content is at the core of all our marketing efforts…

31. The struggle that companies face is that customer data is
in disparate places with inconsistent unifying information
because email is moving from a channel to an identify (Pii)

32. How do you address a consumer...
…when they have 3 addresses

33. This must change
and must be tested

34. Not starting with an
addressable customer
means you end up
spending a lot of
money on a small
group of people

35. Our own internal customer insights
don’t really know the customer

36. Consumers look
at you through
the window, but
they have a life
outside of you

37. Knowing your
customer is
understanding
the other 359°

38. Leading Fashion Brand Uses
Data Driven Persona’s for Success
Result – 6 personas & 4 category interests
Long Term Value (LTV)
Cluster Lift %
Loyals 42%
Dye Hards 77%
Young Starters 141%
iSuburbans 68%
Mature Metros 126%
Techie Cosmetics 108%
Total 147%

39. What Does All This Allow You To Do Your Job

40. • Score your program on
how good you can
address your subscribers
• Look at your current
acquisition strategy
• Participate in the “one
view of the customer”
conversations
• Look toward progressive
profiling and gathering
information
• Onboard your customers

41. 1. Develop a clear goal that you want to accomplish in 12 months
• Post this goal in a prominent location to remind you. Make it something
you’ve never tried but suspected could increase response
2. Pick one email a month to test something besides an effective
subject line
• Have a different creative or element within the email that matches the
audience for this test…other than an effective subject line
3. Segment one email a month by a profile attribute
• Target by gender, past purchase, repeat purchase, new to file, age of records
4. Read 20 minutes a day
• There’s a lot of material out there from noted authors on email marketing and
digital marketing. Email me if you want a list of authors or sites
• Educating yourself on current trends gives you more ideas for expanding your
program
5. Attend one webinar a month
• There is a wealth of information on the internet and the thought leaders in the
space are talking all the time. Subscribe to popular websites and sit in on a
webinar. It will expand your ability to create new visionary ideas
Our Goals for Email Marketers in 2015

42. Ryan
Phelan
Vice
President,
Global
Shared
Services
ryan.phelan@acxiom.com
402-­‐630-­‐5836
@ryanpphelan

43. 43
Thank you!
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