Email Marketing. Is it on its deathbed; an ancient channel that has no place in today's marketing mix? Or one of the most effective weapons in your arsenal? At Table19 we took an in-depth look at the state of email marketing today and found that far from dying out, email marketing is actually evolving at a rate of knots. ROI is on the up, and so is projected spend. If you'd be interested to find out why, and discover the three key elements that we believe deliver the optimum email experience, just let us know. We'd be more than happy to talk you through our findings.

2. The death of email
has been greatly
exaggerated
12 September, 2014

3. It’s been on the edge of extinction for years

4. But it’s still very much alive and kicking

5. But it’s still very much alive and kicking
• Consumers prefer it

6. But it’s still very much alive and kicking
• Earlier this year, 68% of companies rated
the channel as ‘good’ or ‘excellent’ in
terms of ROI. This marks a 3% increase
since last year
Econsultancy Email Marketing Industry Census 2014

7. But it’s still very much alive and kicking
• ROI recently hit 2,500%
DMA: National Client Email Report 2014

8. But it’s still very much alive and kicking
• Companies are attributing 23% of their
total sales to email, up from 18% in 2013
Econsultancy Email Marketing Industry Census 2014

9. But it’s still very much alive and kicking
• Companies are attributing 23% of their
total sales to email, up from 18% in 2013
Econsultancy Email Marketing Industry Census 2014
• And plan to spend more on it
DMA: National Client Email Report 2014

10. Email isn’t dying, it’s evolving…

11. The question is, are we?…

12. Today we’ll be covering…
• The evolution of email in 8 stats
• Delivering a better email experience
• How to measure the success of emails
• Where email is heading next

14. The evolution of email
in 8 stats

15. The stats
• In 1971 Ray Tomlinson send the first email
• In 1978, Gary Thuerk, a Marketing Manager at Digital Equipment Corp sent the
first mass email (promoting DEC machines) to 400 users via Arpanet. It resulted
in $13 million worth of sales
• In 1992, the first smart phone was launched enabling email access through a
mobile
• In 1996 Hotmail (then known as HoTMaiL) launched as the first free web based
email service, giving marketers a whole new way to reach customers. Previously
email was only available to students or employees. The introduction of personal
email addresses (that were free and available to all) transformed direct marketing
• In 1998 the Data Protection Act was updated to ensure all email marketing
included an opt-out;
• In 2001 the first ever behavioural email was sent. By 2010 it was reported 48% of
online marketers were using triggered emails.
• By 2012, it was reported over 40% of marketing emails were opened on a mobile
device
• In 2014, 56% of client marketers plan to increase their email budget allocation

16. Delivering a better email
experience

17. What makes for a better experience?

18. Delivering a better email experience

19. Delivering a better email experience
Relevance

20. Delivering a better email experience
Relevance
A more
engaging
and better
performing
email
Impact Timeliness

21. Delivering a better email experience
Relevance
Xxxx
xxxxx
Impact Timeliness
DMA: National Client Email Report 2014

22. Relevance

23. Why is it important to be relevant?
• 58% of consumers won't open emails if
they seem unrelated to their needs
• 40% won't open emails if the subject lines
seem irrelevant
• 71% of consumers surveyed would be
more likely to purchase from a brand if
their emails were tailored to their likes
and preferences
• Personalizing a subject line results in
26% higher unique open rates
• Personalizing an email body has been
shown to generate transaction rates 6X
higher than their impersonal counterparts
Silverpop: Best Friend Brands study
Experian: 2013 Email Marketing Study

24. Quick aside…

25. If we’re not relevant…

26. Brands aren’t giving up easily though…

27. Relevance in action
Follow up to in-store experience

28. Relevance in action

29. Relevance in action

30. Relevance in action
Subject line:
Kendal is awesome…

31. Timeliness

32. What do we mean by timely?
• Current events: news, holiday seasons
• Retargeting emails
• Abandoned basket emails
• Replenishment emails
• Birthdays
• Milestones in a relationship

33. Why is it important to be timely?
• Automated messages achieved, on
average, an open rate 15% higher and a
click-through rate 79% higher than their
manual counterparts
• Largest click rate differences between
BAU and triggered emails were in retail
apparel (332.8% increase)
• Automated triggers based on behavioural
data can double total email revenues
Silverpop: 2014 Email Marketing Benchmarks Study
Epsilon: Email Trends Benchmark study
RedEye
Adobe

34. A timely prompt could be highly profitable
• Nearly half (46%) of basket abandonment
emails are opened
• Over an eighth (13.3%) of basket
abandonment emails are clicked
• Average order value of purchases from
basket abandonment emails is 19%
higher than typical purchases
SalesCycle
Business Insider

35. When are people most receptive?
• While metrics are different for everybody,
as a general rule, the best open rates
tend to be seen in emails that are sent
around lunch time (noon or 1:00pm)
• And most studies support that sending
emails on Tuesday, Wednesday or
Thursday will yield the best results
• So, if you boil it down, you want to send
your email campaign on a midweek
day in the afternoon
Emailmarketing.com

36. Timeliness in action
Subject line:
We’re royally excited

37. Timeliness in action

38. Timeliness in action
Subject line:
A note for naughty email readers

39. Timeliness (and relevance) in action
Limit on number of fare alerts to
not get too annoying

40. Timeliness (and relevance) in action
Black Friday

41. Impact

42. Why is it important to have impact?
• Over 191 billion emails are sent and
received around the world every day
• 80% people will delete an email if it
doesn’t look good on their device
• 47% of email is now opened on a mobile
device. Some brands see upwards of
70% of their emails opened on mobile
• Amazingly, the same Litmus report from
above found that 58% of email marketers
still aren’t designing for mobile!
Radicati Group
Litmus: Email Analytics 2014

43. A few things to think about…
• Will your subject line stand out? Is it interesting,
enticing, intriguing?
• Does it link to and work seamlessly with the pre-header,
headline and content of the email?
• 40% of people respond better to visual content than
plain text
• 88% of businesses reported that video embedded
emails improved their campaign performance
• Is your content easily scannable? Sub heads and
bullet points can help readers pick up your key
features and benefits at a glance
• Design for touch: minimum button size = 44px
• Have you thought about what happens if your
audience has their email images turned off?
• Boost the contrast: iPhone battery = low brightness
Zabisco
Hubspot
Litmus

44. Impact in action
Subject line:
Save Cybertron with an exclusive PS store offer

45. Impact in action
Embrace the scroll…

46. Impact in action

47. Impact in action
Subject line:
5 fantastic reasons not to miss this
month's issue of woman&home

48. Impact in action
That colour looks good on you…

49. The perfect email?

50. Pushing the format

51. Some thoughts to get the juices flowing…
Bring the email to life
• Videos
• Gifs
Pull in personalised, live and streaming content
• Countdown timers
• Localised content: weather forecasts
• Breaking news
• Number of tickets remaining to a concert
• Maps showing store closest to customer

52. Video background

53. Gif potential

54. Video and instagram

55. Live news

56. Nearest jobs

57. Countdown

58. How to measure the
success of emails

59. 7 measurements to keep an eye on…
1. Open rate – number of people who opened your email
2. Click-through rate (CTR) – Number of total clicks divided by number of e-mails delivered.
A demonstration of interest but not much else…
3. Click-to-open-rate (CTOR) – This metric answers the question, "Of the unique e-mail
opens, how many individuals clicked through from the email? Gives a more accurate view
of how engaging your content is and how well it’s performing
4. Conversion rate – Number of clicks divided by the number of conversions or intended
actions. Can be influenced by a range of factors though…
5. Price per email sent – this tracks the ROI of your email marketing, essential for working
out the profitability of your campaign
6. Unsubscribe rate – % of people who opt-out of email comms. 0.5% or lower is good
(although this can vary between industries)
7. Bounce rate – number of emails that were unsuccessfully delivered due to an invalid or
non-existent email address (people change email addresses, so make sure you’re checking
in with them at least once a quarter)

60. 1 more thing to think about…
Measuring clicks doesn’t necessarily give you the full picture
In a DMA Consumer Tracking report from 2013…
• 23% of respondents mentioned "visiting the company’s website via
another route" as a likely response to an interesting email
• 25% said a likely response would be "visiting a shop or retail outlet”

61. What does the
future hold for email?

62. In the future…
The majority of email campaigns
will be automated
Emails will contain richer and
more interactive content
Greater mobile usage will change
the way we send emails

63. Thanks!