Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends and Innovation SAMPLE: Email Marketing Industry Census 2012 In association with Adestra Sample only, please download the full report from: http://econsultancy.com/reports/email-census
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E-Mail Beats Out Social Media in Marketers' ROI Assessments
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Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends and Innovation
SAMPLE: Email Marketing Industry Census 2012
In association with Adestra
Sample only, please download the full report from:
Email Marketing Industry Census 2012 In association with Adestra Page 3
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
5.6.1. Level of integration ................................................................60
5.6.2. Barriers to effective email integration ................................... 65
5.7. Social media ............................................................................... 67
5.7.1. Relationship between email and social media activity ......... 67
5.7.2. Generating social media activity through email ................... 69
5.7.3. Social media and the future of email ..................................... 71
5.8. Mobile ........................................................................................ 74
Email Marketing Industry Census 2012 In association with Adestra Page 4
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SAMPLE: Email Marketing Industry Census 2012 in association with Adestra Page 5
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
SAMPLE: Email Marketing Industry Census 2012 in association with Adestra Page 6
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
2. Foreword by Adestra 2011 has been the year when email marketing has proven that it will not be killed, surpassed, or
pushed to the sidelines by social media. Instead, we have seen record growth in the industry, with
companies and agencies sending more email, becoming more integrated and embracing email
alongside new and emerging channels. The UK market for email marketing platforms and services
grew by an estimated 15.5% year-on-year to a value of £388 million by the end of 2011 (according
the Econsultancy Email Marketing Platforms Buyer’s Guide 2012).
So, what key trends are we seeing from this year’s census, and also importantly, what aren’t we
seeing?
Emphasis on data (lack of)
In response to the question, “Which three areas of email marketing do you really need to focus on
in 2012?” segmentation came up top, but worryingly list/data quality has moved to fourth place.
We all know it, but data is the key to effective email marketing. Having a good quality, up-to-date
email database puts you up front in terms of deliverability and optimising your results. It’s also
the basis for delivering relevant communications.
Then once you have this data, that you have worked so hard to collect, manage and improve, what
steps are in place to protect it? Astonishingly, only 56% of companies and 47% of agencies have a
plan in place for protecting their email data – while 16% of companies (and 24% agencies) don’t
even know if they have a plan. With high profile data breaches being a theme in 2011, 2012 should
be the year of improving and protecting your data for ESPs and their clients alike. Make sure you
have the necessary processes in place to prevent your data falling into the wrong hands.
Introduction of priority inbox placement
Gmail priority inbox, along with similar offerings, in its basic sense is making engagement the
priority. It automatically sorts “important mail” to the top of your inbox, which is the mail from
senders who you engage with most. So, if you get a new subscriber, and don’t send a welcome
message, or programme, you are automatically at the bottom of the pile. This is why it’s a shocker
that only 3% of people surveyed adapted their email strategy as a result of this coming in. Plus,
only 31% send welcome programmes and only 28% have an auto-responder to website sign up /
visit, means they are missing a vital opportunity to have their emails delivered to their new
subscribers inbox, as soon as they subscribe. Simple to set up, easy to automate, it’s puzzling why
marketers aren’t taking advantage of the technology available to them.
Apparent disconnect between the ESPs and the marketer
A key point that has arisen from this year’s census is the sheer number of “don’t knows” that we
have received in response to many questions. What this appears to demonstrate is the disconnect
between the marketer and the email sector. Looking at the change in questions, and sheer speed
at which the sector is developing, are we leaving most marketers behind and confused?
Last year’s census clearly showed a ‘back to basics’ approach is vital to develop successful email
marketing, however it appears marketers are not heeding the (‘don’t-run-before-you-can-walk’)
advice. One explanation may be that the always-accelerating technological ‘race’ seems to have
overtaken the knowledge that marketers have. The need for education and training, then,
particularly in implementation and measurement, is even more topical.
This year, delving deeper into the data, shows a direct result of using best practices is better ROI.
So doing more segmentation, more testing, and integrating email with CRM/web analytics/sales
data, all show significant revenue growth. Get the basics right, and you will sell more.
Again, the census has shown new trends in email marketing. While last year was all about the
impact of social, this year it seems is more about automation, integration, security and focusing
on the data. Looking forward to next year.
Henry Hyder-Smith
Managing Director, Adestra
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2.1. About Econsultancy Econsultancy is a digital publishing and training group that is used by more than 300,000
internet professionals every month.
The company publishes practical and timesaving research to help marketers make better
decisions about the digital environment, build business cases, find the best suppliers, look smart
in meetings and accelerate their careers.
Econsultancy has offices in New York and London, and hosts more than 100 events every year in
the US and UK. Many of the world’s most famous brands use Econsultancy to educate and
train their staff.
Some of Econsultancy’s members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin
Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.
Join Econsultancy today to learn what’s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You
can also contact us online.
2.2. About Adestra
Who are we?
Founded in 2004, Adestra set out from the beginning to be the most respected Email Service Provider (ESP). Today, Adestra is a market leader, with offices in Oxford, London and New York. Over 300 organisations globally and more than 4,500 marketers work with our technology, people and deliverability solutions to generate effective email marketing that delivers results.
What makes us different?
Our Technology Developed entirely in-house, Adestra’s MessageFocus gives clients a highly scalable and configurable email platform that consistently delivers. Our multi-tiered account structure is the only one in the industry, which means that you can model your MessageFocus account around the structure of your business, regardless of volume. Our People At Adestra, we seek to provide the highest possible levels of technical customer support and intelligent, innovative consultation. We ensure that you can easily reach your Adestra MessageFocus Support team, by phone, live chat or email. Coupled with our account management teams, this ensures that each client receives regular and relevant strategic assistance. In 2012 we released our customer charter, the first of any UK ESP, which is our promise to our clients. Our approach to client service has helped us to maintain our client retention rate at 98.7%; something we are very proud of. Our Deliverability Adestra offers a very honest approach to deliverability. We work hard to maintain the highest possible inbox placement rate – peaking at 99.8% - as quite simply, there is no silver bullet. We have our own in-house deliverability team based in our Oxford office, which is supported by email deliverability specialists. This creates a package of service and support that gives your emails the best chance of arriving in the destination inbox. Why not give us a call on +44 (0)1865 242425 or email us on [email protected] to discuss how we can help you to deliver results on your email marketing campaigns.
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3. Acknowledgements Econsultancy and Adestra would like to thank the following people for their contributions to this
report:
Andrew Campbell, Managing Director, 20:20 Dialogue
Dan Barker, Independent E-business Consultant
James Gurd, Owner, Digital Juggler
Kath Pay, Email Marketing Consultant and Trainer, Plan to Engage
Mark Brownlow, Publisher of Email Marketing Reports and Editor of ‘No Man is an Iland’
blog
Morgan Stewart, Co-Founder and CEO, Trendline Interactive
Richard Gibson, Director of Client Services for Northern Europe, Return Path
Steve Kemish, Director, Cyance and Chair of IDM Digital Marketing Council
Tamara Gielen, Email Marketing Consultant and Trainer, Plan to Engage
Tim Watson, Founder, Zettasphere, and Email Council Member at Direct Marketing
Association
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