big email wins for 2013

©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.

Email Big Wins for 2013#EmailBigWins

Liz GouldDirector, Strategic Accounts, Experian Marketing Services

Elaine MoneyhonClient Partner, Strategic Accounts, Experian Marketing Services

About the presenters

Liz GouldLiz Gould brings over 13 years of knowledge, passion and experience in digital media to her colleagues and clients at Experian Marketing Services. In her current role as director of strategic accounts, Liz advises Experian Marketing Services' largest accounts on their email, mobile and social strategies. She began her career at agencies like Euro RSCG, advising clients such as Mastercard, Goldman Sachs, Genentech, and Electronic Arts.

Elaine MoneyhonElaine Moneyhon brings her passion and knowledge of e-marketing to the Experian Marketing Services Strategic Accounts team with more than eight years of experience gained in the retail, online media, financial, non-profit, radio and television industries. In her current role, Elaine works primarily with Fortune 500 retailers to develop e-marketing strategy that drives engagement, growth and profitability through their email marketing programs. Elaine is a graduate of The Ohio State University where she received a BA in Communication as well as her MBA with a focus in marketing.

#EmailBigWins

What we do

Best customer

Engage them across channels

Identify and profile your best customer

Find more of them

Intelligently bringing brands and customers closer together. Every time.

#EmailBigWins

Experian Marketing Services

Intelligently bringing brands and customers closer together. Every time.

Offline and digital consumer behavior

Segmentation & audience creation

Consumer insight

Addressable advertising

Linkage and identity resolution

Data verification

Customer data management

Online

Mobile

Social

Display

Consumer insights and targeting Data quality Cross-channel

marketing

#EmailBigWins

Addressing channel overload#EmailBigWins

Messaging by the numbers

100%of clients surveyed message with email

28%send SMS/MMS messages

to customers

8% Market based on channel preference

#EmailBigWins

Channel preference#EmailBigWins

Offering choice in emails#EmailBigWins

Offering choice upon sign up or in preference centers#EmailBigWins

The rise of mobile viewership#EmailBigWins

Industry mobile opens 2011 - 2013

Some clients have more than 60% of their customers reading emails on their mobile devices!

WebmailMobileDesktop

data courtesy of Litmus

#EmailBigWins

Mobile not necessarily “on the go”

Return Path asked a panel where they are when they purchase items from a smartphone

The data shows that using a smartphone to purchase is a matter of convenience

Emails should be mobile optimized for the same reason!

#EmailBigWins

How are our clients optimizing for mobile?

of clients have a mobile site

#EmailBigWins

How are our clients optimizing for mobile?

of clients have a mobile app

#EmailBigWins

of clients have done noemail optimizationfor mobile devices

How are our clients optimizing for mobile?#EmailBigWins

Think about how your emails look on a smaller screen#EmailBigWins

Think about using shorter subject lines

•Keep subject lines at a length of 30-35 characters

•Keep the Pre-Header text at a length of 40-45 characters

#EmailBigWins

Designing for mobile

• Streamlined navigation• Slimmer design• Larger copy• Mobile app call-outs• Larger, tap-friendly calls to action

#EmailBigWins

Responsive design#EmailBigWins

#EmailBigWins

Remind users of the mobile experience#EmailBigWins

Mobile shopping incentives#EmailBigWins

Make it easy for your customers#EmailBigWins

Let them show coupons or boarding passes from their phones

#EmailBigWins

“The more channels marketers embrace, the more email programs they’ll need to support them” - Forrester

“Email connects everything in the mix”#EmailBigWins

Email ↔ Print#EmailBigWins

millionThe number of photos uploaded to Instagram every daySource: The State Of Social Sharing in 2013, WebHostingBuzz

Get visual

Email ↔ Social#EmailBigWins

Email ↔ Social

35%Of clients have used “pin it” Buttons in emails

43%Have used “like it” buttonsin emails

21%Have used “tweet this” buttonsin emails

#EmailBigWins

Of clients allow social sharing at checkout

#EmailBigWins

Email ↔ Mobile#EmailBigWins

Email ↔ Store#EmailBigWins

Engagement #EmailBigWins

#EmailBigWins

Clients with high click rates – what drives clicks?#EmailBigWins

Editorial emails#EmailBigWins

#EmailBigWins

Rating customer experience#EmailBigWins

Surveys: Low effort, high return

Unique Clicks Revenue per Email

$ 0.13

$ 0.22

Survey emailsQ2 2013 Promo benchmark

#EmailBigWins

Getting creative with reactivation#EmailBigWins

Confirmed Opt In (COI)

SL: Open To Confirm Your Email (Plus, Save 50%!)

27% of clients use a COI for inactive subscribers

#EmailBigWins

COI Performance

8.6%10.3%

Unique Opens Unique Clicks

Q1 2013 Other reactivation emailsCOI Reactivation

COI reactivation mailings have 3.3x higher click rates than other

reactivation emails

#EmailBigWins

What types of remarketing campaigns does your email program include?

33% 31%

15% 19% 19%

Abandonedcart (onemessage)

Abandonedcart series

Abandonedform or activity

Productbrowse-based

Categorybrowse-based

Browse on sale Replenishment Back in stock Thank you forpurchase (notorder or shipconfirmation)

Over 85% increase from last

#EmailBigWins

Get smarter#EmailBigWins

Targeting past purchasers#EmailBigWins

Use your data!

SL: Time's Running Out: Wedding Invitations by Kleinfeld Paper

SL: Is 1-24-2013 your child's birthday?

SL: Fat Dots Picked Just For You!

#EmailBigWins

Personalized content works!

Lift in Transaction RatesFor emails with some form of personalizationover non personalized emails

#EmailBigWins

New and hot!#EmailBigWins

Twitter acquisition#EmailBigWins

Gmail Tabs - overview

May 29th Roll-out(Desktop)

June 3rd Roll-out(Some Android mobile apps)

Totally Optional Customizable

#EmailBigWins

Gmail Tabs – our research

Other domains

Higher Open Rates in July

Higher Click Rates in July

Based on an internal study of 12 clients, more clients saw better performance in Gmail than in other email clients from

May to July, 2013 (pre-tab and post-tab)

#EmailBigWins

Gmail Tabs – action plan

Short Term Long Term

• Track before/after Gmail performance(From May-July)

• Ensure friendly froms and subject lines are clear

• Consider informing subscribers about changes

• Widen analysis to include more historical or YOY data

• Overlay transactional email data to follow response rate

• Continue to monitor Gmail performance as compared to other email clients

#EmailBigWins

Gmail Quick Action buttons#EmailBigWins

Gmail Quick Actions – event RSVPs

Pumpkin Spice Latte Time!

Starbucks

#EmailBigWins

Google Quick Actions – Redeeming offers

#EmailBigWins

Updates since last year

Clients sending

SMS and/or

MMS campaigns

Up 17%over 2012 survey results

#EmailBigWins

Clientscollectingbirth date in addition

to email address

#EmailBigWins

Clients sending

e-receiptsfrom store purchases

#EmailBigWins

Clients using a

pop up for email

collection

#EmailBigWins

Thank you!

Q & ABlog: http://www.experian.com/blogs/marketing-forward

Twitter: @experianmktFacebook: /ExperianMarketingServicesLinkedIn: /ExperianMarketingServices

big email wins for 2013

Business

m ete-gugni-wins-big-in-nyc-leaves.html

play bitcoin only online casino gambling and big jackpot...

data blunders or big wins?

the university of phoenix wins big with sas® grid computing

quick wins for email...

rewardable wins big with aerserv integration

big wins with small data: predictionio in ecommerce

blacksburg wins big at tsa state conference...blacksburg...

led retrofit wins big at monte carlo’s street of dreams!

modi wins big in india, twitter celebrates the social way

digidia wins another big tender with norkring and tc connect...

siemens wins big with innovative competency program and...

ray mar2015 5 big cm wins

jessica rumbaugh wins big at … · jessica rumbaugh wins...

everybody wins big!

small gains, big wins disruptive m&a: creating value ... ·...

big data + big analytics = big wins september 19, 2012 marco...

u.s. navy retiree wins big playing wheel of fortune

everybody wins big

10 quick wins in email marketing - maciej ossowski -...