big email wins for 2013

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©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

2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.

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

Email

Online

Mobile

Social

Display

Print

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!

32%

10%

58%

WebmailMobileDesktop

25%

43%

32%

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

2.5%

5.76%

Unique Clicks Revenue per Email

$ 0.13

$ 0.22

Survey emailsQ2 2013 Promo benchmark

#EmailBigWins

#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

5%

1.5%

Q1 2013 Other reactivation emailsCOI Reactivation

COI reactivation mailings have 3.3x higher click rates than other

reactivation emails

#EmailBigWins

#EmailBigWins


What types of remarketing campaigns does your email program include?

78%

48%

22%

33% 31%

15% 19% 19%

44%

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

year


year


year

#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

8/12

7/12

7/12

5/12

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

62

Pumpkin Spice Latte Time!

Starbucks

#EmailBigWins


Google Quick Actions – Redeeming offers

63

#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!

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big email wins for 2013

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