Email Comes of Age

Public Channel / IT Whitepaper

At 12:33 EDT on 3 May 1978, Gary Thuerk sent an e-mail that later earned him the title “Father of Spam” (although understandably, he prefers to be called the “Father of E-marketing”). Thuerk, then a marketing manager for computer company Digital Equipment Corporation, sent a mass e-mail inviting recipients to one of two West Coast product demos for a new line of computers. By today’s standards, the send was hardly a mass mailing — just 397 accounts on ARPAnet, the U.S.

Defense Department’s precursor to the Internet. The technology didn’t exist yet to determine open or clickthrough rates. And luckily for Thuerk, unsubscribe didn’t exist yet either. Thuerk could measure some results from his effort, however, and they were spectacular. Each of the demo sessions pulled in about 20 prospects, netting $12 million in sales. Despite these impressive returns, e-mail marketing crept along, not making much of an impact until the early 1990s. But with the rise of the Internet, e-mail began to gain legs, transforming from a seen-but-seldom-heard youngster to a raucous teenager whose excesses made a mess of our inboxes.

Today, 38 years after Thuerk’s first campaign, e-mail dominates marketing channels. It boasts the broadest reach, the lowest cost, the easiest measurability, and the highest conversion rates and ROI. Some 91 percent of marketing executives call e-mail the single most effective channel for driving revenue.

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1. E-MAIL COMES OF AGE. Three rules for success as the channel hits its prime. 2016

19. 19 2016 | E-mail comes of age. © 2016 Adobe Systems Incorporated. All rights reserved. Printed in the USA. 11/16 Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 1 Dora Pavlidou, “Gary Thuerk: ‘People make the same mistakes over and over again,’” Moosend blog , 8 September 2015, https://blog.moosend.com/gary-thuerk-people-make-the-same-mistakes-over-and-over-again . 2 Ibid. 3 Nick Einstein and David Daniels, “Assessing the Return on E-mail Marketing Strategy: Insights from the E-mail Maturity Framework,” The Relevancy Group, September 2015, http://www.relevancygroup.com/shop/assessing-the-return-on-email- marketing-strategy . 4 “National client e-mail report 2015,” Direct Marketing Association, April 2015, http://cdn.emailmonday.com/wp-content/ uploads/2015/04/National-client-email-2015-DMA.pdf . 5 “ The art of the click,” Adobe and E-mail on Acid, 2016. 6 Ibid. 7 “National Client E-mail Report 2015,” Direct Marketing Association, 2015. 8 Ibid. 9 Ibid. 10 “ The Hidden Metrics of E-mail Deliverability,” March 2016, Return Path. https://returnpath.com/wp-content/uploads/2016/02/RP-Metrics-Benchmark-Report.pdf 11 Kristin Naragon, “Subject: E-mail, We Just Can’t Get Enough,” Adobe Blog , 25 August 2015. http://blogs.adobe.com/ conversations/2015/08/email.html 12 Einstein and Daniels, “Assessing the Return on E-mail Marketing Strategy.” 13 Ibid. 14 Ibid. 15 “ The need to lead in data and analytics,” McKinsey & Company, April 2016, http://www.mckinsey.com/business-functions/ business-technology/our-insights/the-need-to-lead-in-data-and-analytics . 16 Ibid. 17 Personal interview with Sachin Shroff, The Container Store, 21 September 2016. 18 Tim Waddell, “ The Cross-Channel Approach: How to Reorganise Your Organisation Around the Customer,” Adobe Digital Marketing Blog , 22 October 2013, https://blogs.adobe.com/digitalmarketing/digital-marketing/the-cross-channel-approach- how-to-reorganize-your-organization-around-the-customer/ . 19 “Make friends with your CFO and advance your cross-channel strategy,” Adobe Summit Session S111 with Gavin Brown, Marketing Analytics Manager, Baxter Credit Union. http://video.tv.adobe.com/v/15070t_b09a171f-dc7c-4ff3-b71c- cf79dedb6e94/ 20 Ibid. 21 “BCU: putting members first,” Adobe case study, 2015. 22 Ibid. 23 Einstein and Daniels, “Assessing the Return on E-mail Marketing Strategy.” 24 Interview with Schroff. 25 Personal interview with Tony Arbelaez and Shane Lewis, Travelocity, 24 May 2016. 26 “E-mail Marketers Move to Cross-Channel, Real-Time Communication.” 27 Interview with Arbelaez and Lewis. 28 Interview with Schroff. 29 Interview with Arbelaez and Lewis. 30 Karen Freeman, Patrick Spenner, and Anna Bird, “ Three Myths about What Customers Want,” Harvard Business Review, 23 May 2012. 31 Jess Nelson, “E-mail Marketers Have Only 12 Words To Capture Readers,” EmailMarketingDaily, 20 November 2015. 32 Interview with Arbelaez and Lewis. 33 Ibid. 34 Interview with Shroff.

8. Communicate with all stakeholders from the get-go. Get executive support for your cross-channel strategy. Start by explaining how a cross-channel strategy benefits e-mail marketing and digital marketing as a whole. E-mail, digital, social, mobile and powerful emerging channels work in synergy to move customers toward conversion. What do the non e-mail channels contribute? Information and incentives to engage with e-mail — and vice versa. It’s all part of a seamless conversation that lets customers pick up where they left off without missing a beat. To do that, you need to share and integrate data across channels, so you all gain insights for advanced targeting and greater engagement. Make sure everyone impacted knows the plan, understands the upside — and downside — and signs off on the programme. “Buy-in is a whole lot easier when you have the right stakeholders in the early conversation versus trying to sell up later,” says Sachin Shroff, Senior Director of Customer Performance Optimisation at The Container Store. 17 CEOs understand numbers and benefits for the company, both short and long term. In the short term, you expect to drive more revenue by upping your e-mail marketing game. You can show your C-suite the lift other e-mail marketers have achieved by following this path. But in the long term, you create operational efficiencies when marketers across channels, brands or geographies share tools, processes, data, templates, assets and learnings. Shroff says that fewer guards go up if you approach with the idea of testing a small segment of the market to prove a strategy’s potential. Then let the data speak for itself. If you can find a few quick wins, you can drive immediate value and build your business case for future funding. 8 2016 | E-mail comes of age.

3. 3 2016 | E-mail comes of age. At 12:33 EDT on 3 May 1978, Gary Thuerk sent an e-mail that later earned him the title “Father of Spam” (although understandably, he prefers to be called the “Father of E-marketing”). Thuerk, then a marketing manager for computer company Digital Equipment Corporation, sent a mass e-mail inviting recipients to one of two West Coast product demos for a new line of computers. 1 By today’s standards, the send was hardly a mass mailing — just 397 accounts on ARPAnet, the U.S. Defense Department’s precursor to the Internet. The technology didn’t exist yet to determine open or click- through rates. And luckily for Thuerk, unsubscribe didn’t exist yet either. Thuerk could measure some results from his effort, however, and they were spectacular. Each of the demo sessions pulled in about 20 prospects, netting $12 million in sales. 2 Despite these impressive returns, e-mail marketing crept along , not making much of an impact until the early 1990s. But with the rise of the Internet, e-mail began to gain legs, transforming from a seen-but-seldom-heard youngster to a raucous teenager whose excesses made a mess of our inboxes. Today, 38 years after Thuerk’s first campaign, e-mail dominates marketing channels. It boasts the broadest reach, the lowest cost, the easiest measurability, and the highest conversion rates and ROI. Some 91 percent of marketing executives call e-mail the single most effective channel for driving revenue. 3

11. Use an e-mail address to connect channel data. Recognise that it takes time to architect and design an integrated database. You likely know a good amount about your customers before they ever sign up for your e-mail programme. For example, you may have a user’s Web browsing data from your Website stored for a particular profile. Once that user authenticates their identity by signing up for your e-mail programme, you can immediately use their previous browsing information for personalised follow up e-mails. The Container Store uses their Perfectly Organised Perks (POP) loyalty programme as a way to collect e-mail addresses of high value, loyal customers. “We use that unique identifier to stitch together years of data sitting in all these databases — transaction, Web, e-mail and direct mail — to get a better view of how our customer is shopping with us,” Shroff says. 24 The company weaves data from customer interactions with the brand into a single profile that every channel can access. Doing so lets marketers see where the customer shops, whether she responds to direct mail, when she’s on Facebook, and where she finally makes a purchase. Companies that suffer from siloed marketing channels often suffer from siloed databases as well. To architect and design a database that connects data across channels — whether e-mail, Facebook, Web or transactions — and works smoothly for campaign management can take several months. But once you do the legwork, you can quickly put links together and get a campaign out. “It’s critically important to understand the data and its structure, and how you can formulate it so you can take the best possible advantage of it once you bring it into a campaign,” says Tony Arbelaez , Senior Database Manager at Travelocity. “We spent months in design sessions identifying , streamlining and indexing data before we started shipping it to our campaign platform. When it got there, it was very well interconnected.” 25 11 2016 | E-mail comes of age.

12. Look beyond your online or e-mail only data. Determine which channels drive conversion. The most powerful integration occurs when you also bring in data from sources such as point of sale, customer relationship management and third parties. As eMarketer points out, “Not only does such data provide a more end-to-end picture of customers and their relationship with a company, it also provides valuable intelligence that can be fed back into this cross-channel strategy — even as a means to find those who are ‘best customers’ from an in-store revenue standpoint but are largely unresponsive to e-mail. Once such customers are found using this or other customer-rich data, the goal is to identify more relevant methods of continuing a dialogue.” 26 Travelocity is now implementing a sophisticated modelling approach that uses a mash-up of customer’s booking and Website activity plus third- party data to predict what might resonate with other customers with similar demographics. 27 If e-mail is part of a customer conversation, it’s tempting for e-mail marketers to take credit for every conversion that results. But that could keep you from understanding what channels drive your customers. For instance, a typical journey for a Container Store customer might start with an exclusive offer to encourage a travel product purchase. She may click on that e-mail and go to the Website, where a banner reminds her she can get 20 percent off her next purchase. The company can retarget with 20 percent off on Facebook or with display advertising on the Lowe’s or Williams-Sonoma Websites. With all the marketing noise today, it may take several channels to get a customer’s attention. After you bridge channels and use them for outreach, it pays to look holistically at the impact. Putting channels to the conversion test. The Container Store sets up experimental designs that include multiple channels to identify which channel or combinations drive the most conversions. Groupings could include customers who receive • direct mail only. • e-mail only. • targeted display advertising and targeted social advertising. • direct mail and e-mail. • e-mail and targeted display advertising and targeted social advertising. • direct mail, e-mail, targeted display advertising and targeted social advertising. Each group has its own control group and also acts as a control group against all others. All groups are a random sample large enough to be statistically significant. “Once the campaign is complete, we compare the results of the different groups against one another to understand which channel or combination of channels drives the highest conversion — informing us which channels or combinations we should invest more money in during future campaigns,” Shroff explains. 28 12 2016 | E-mail comes of age. 12

2. TABLE OF CONTENTS When e-mail marketing fails to launch. Rule #1: It takes a village to launch a campaign. Rule #2: Integrate cross-channel data for the best customer conversation. Rule #3: It’s not about you — it’s about your customers. Take the e-mail marketing self-assessment. 17 5 7 10 14 2 2016 | E-mail comes of age.

15. Personalise e-mails with dynamic content. If you think you’re personalising by inserting [YourName] into the salutation, the gig is up. Most customers simply get annoyed by superficial personalisation. Arbelaez says, “Personalise not by name, but by content.” 32 The content of your e-mail should tell your customers you know who they are and what they’re interested in. Use integrated customer data you’ve gathered and analysed, such as location, date, time and weather. Travelocity personalises based on a variety of factors, including destination and dates of travel, home airport, preferred airline and requested My Deal Alerts. The result is e-mails with extraordinary open and click-through rates compared to standard promotional e-mails. Remember that timing is everything. If a customer isn’t engaging with your brand, it may be time to reduce e-mail frequency, test an alternative send time, engage through a different channel, or use a re-engagement campaign. Remember how bad desperation looked in school? It doesn’t improve with age. And fewer, more relevant e-mails could achieve better results. You can also ask customers how often they want to hear from you. For example, customers who subscribe to Travelocity My Deal Alerts can specify how often they would like to receive e-mails depending on how urgently they need the information to book a trip. But sooner may be better: The most meaningful content is the kind that matters now. “ The closer that we can communicate with the customer compared to the time they actually shop, the better. The open rate on those campaigns are much higher than e-mails they receive a day or two after their activity,” Arbelaez says. 33 15 2016 | E-mail comes of age.

7. 7 2016 | E-mail comes of age. RULE #1: It takes a village to launch a campaign . Thuerk was a maverick — enough so that he didn’t discuss his rogue e-mail marketing strategy with his boss before he implemented it. Back in 1978, he didn’t need to co-ordinate messages or collaborate with marketers in competing or complementary channels. And there weren’t analysts standing by, advising him on how to achieve the highest conversion rates. Going solo may work if you’re sending only one marketing e-mail — ever. (Yes, ever: Thuerk was quickly shut down.) But you, on the other hand, want to succeed as a mature e-mail marketer sending out millions of e-mails with such personal, timely and in-context information that you could have been a contender for “Most Popular”. You need to start with a marketing strategy that benefits from C-suite buy-in, cross-channel synergy and analytical insight. Too many e-mail marketers face obstacles to maturity that include a lack of leadership support and an organisational structure that doesn’t fit a collaborative approach amongst channels. They’re also hamstrung by the urgent need to find and keep the right people as analysts. 15 So how do you effectively transform your e-mail strategy across all channels? Eighty percent of “classic” marketers report that they aren’t able to collaborate effectively with other channel owners to drive integrated marketing campaigns. 16

10. 10 2016 | E-mail comes of age. RULE #2: Integrate cross-channel data for the best customer conversation . Thuerk hand-picked the audience for his e-mail based on their potential interest in his company’s new computers and the upcoming demos. Given that all recipients were ARPAnet users, he could also make some assumptions about their demographics. But beyond that, he had little data aside from the ARPAnet directory. You do. And to execute the strategy you’ve put in place, you need data not only from e-mails, but from a host of online and offline channels. Tying together data in an integrated, centralised database that everyone can use will enable your e-mail programme to be part of a coherent conversation across your brand and support the transformation from product- to customer-centric. Centralising the customer database and making it actionable across channels was amongst the top five 2015 e-mail marketing priorities for marketers polled by the Relevancy Group in December 2014. 23

4. 4 2016 | E-mail comes of age. But never mind the marketing executives: Your customers are addicted to e-mail, even in a world where new digital, social and mobile channels spring to life every month. They suffer from FOMO (Fear Of Missing Out) and treat it by checking e-mail round the clock, spending a whopping 6.3 hours each weekday on average. 8 They check personal e-mail at work and work e-mail at home. They check e-mail when they wake up, before they go to bed, at dinner with friends, at the cinema, and in the bathroom, all on mobile devices. Millennials check e-mail more frequently than any other group, and 88 percent regularly use a smartphone to do so. 9 The temptation — which marketers should resist — is to take advantage of this addiction by blasting more e-mails. Users may check e-mail constantly, but that doesn’t mean they’re opening them or making purchases. Globally, only 14 percent of e-mails are read, according to Return Path. 10 Why e-mail is still the cool kid. Direct marketers earn the highest ROI in the e-mail channel — $38 for every dollar spent. 4 $38 61% 14% and 12.8% more e-mails received by consumers in 2016 than in 2014. 5 58% of Americans would rather receive communications about products and services in their e-mail inbox than anywhere else. 7 increase in transaction rates and revenue per e-mail respectively in Q4 compared to Q3 2015. 6

9. Organise teams around the customer. It’s been years since companies could go to market according to the org chart and succeed. But the various marketing channels and IT teams at most organisations are still at least somewhat siloed — and budget constraints often limit investments in tools and personnel that could make integration easier. That’s critical, because cross-channel marketing requires working in teams that cut across functions. To work in this environment, your structure must revolve around the “me”-centric consumer. 18 And that consumer does not live in a siloed world — he interacts with you via e-mail, social media, mobile apps, the Web, and in your bricks-and mortar store, if you have one. If your goal is to put out consistent and co-ordinated messages and offers as part of his experience with you, your structure needs to reflect that. Baxter Credit Union transforms into a cross-channel marketing organisation. As one of the fastest growing credit unions in the United States, BCU serves more than 200,000 members. But after knitting together some 400 partner companies through mergers and acquisitions, more than half of its members didn’t have access to a bricks-and-mortar branch. The upshot: BCU needed to translate the warm, personal feel of a branch visit to the remote channel experience. 19 The marketing team surveyed BCU executives to gather feedback and insights, and combined this with industry research to produce a “ridiculously detailed evaluation criteria matrix for multi-channel management.” 20 The critical piece was convincing the key influencer — a cost-conscious CFO — that a new campaign management system coupled with a true marketing database would transform BCU. The results made even the CFO happy with the investment. BCU delivered 31 percent more campaigns in 2014 compared to the previous year, to more highly targeted segments. Account balances increased by 28 percent and account openings rose across the board, with one category growing 76 percent. 21 “Think about how your decisions impact the larger organisation and how you can create a collaborative vision.” 22 GAVIN BROWN Marketing Analytics Manager BCU 9 2016 | E-mail comes of age.

13. Enhance customer e-mail marketing data over time, enriching insights. It’s not just e-mail marketing becoming more complex — your customers’ lives and needs shift over time too. And as they change, you need to modify your outreach. That requires a priority on data management, reporting and analytics. It’s critical then to select a data management tool that lets you easily incorporate new data for a minimal investment of time and money. Travelocity uses data to help travellers “Wander Wisely.” Since 1996, Travelocity has allowed customers to reserve, book and purchase tickets online. Today the company aims to present customers with the best deals for the places they want to go and the dates they want to travel. But to do that, Travelocity needed structured data to use in the campaign management system. The marketers and data warehouse worked together to decide which of the 2.25 terabytes of data available should be brought into the campaign management platform. To deliver the highest level of personalisation, Travelocity pre-processes their data, including 11.8 million hotel deals and 40,000 unique flight offers every day. This cuts workflow time — from 9 hours to 2.5 hours in one campaign. “Understand your data, formulate it in a way that you can consume it easily...and use it to create very targeted e-mails with the customisation and personalisation that’s desired.” 29 TONY ARBELAEZ Senior Database Manager Travelocity 13 2016 | E-mail comes of age.

16. 16 2016 | E-mail comes of age. “I believe less is more and, if an e-mail isn’t relevant, it shouldn’t be in a customer’s inbox. Find the balance and test through it. More targeted, relevant messages may drive more sales.” 34 SACHIN SH ROFF Senior Director The Container Store The Container Store taps loyalty programme to get a 360-degree customer view. The Container Store began as a small, family- owned shop 38 years ago and now boasts 82 shops across the country. Since going public in 2013, the company has been re-imagining its operation. That year, the company launched its Perfectly Organised Perks data-driven loyalty programme — and one of the primary goals was to use it to connect customer data and create smarter campaigns. First, The Container Store made the POP enrolment process a snap for customers by requiring nothing more than an e-mail address. The company then transformed the database in- house to make e-mail the unique identifier. With that, they were able to connect all the myriad databases the company used, from CRM to POS to direct mail, to develop unique profiles for each customer. To learn even more, the company sends a “Welcome” e-mail when a customer enrols in POP. If customers respond, they’re rewarded with an exclusive offer within 24 hours. The Container Store constantly tests to identify the best offers and rewards for high-value customers. Although the company sends the same number of e-mails, they’re now segmented for up to a dozen audiences.

5. 5 2016 | E-mail comes of age. When e-mail marketing FAILS TO LAUNCH. Addicted though they are, your customers love to hate e-mail. They complain bitterly about inbox overload, random and irrelevant messages, and bombardment by brands. The sought-after millennials get distracted by other channels, from Instagram to messaging apps, and often open e-mails only from brands they love or senders who spark their interest with timely, intriguing messages. Despite the availability of smarter tools and technology, e-mail marketing is now struggling to make the transition to adulthood. Ultimately maturity requires marketers to take responsibility for what they put out. It’s clear that the impersonal, mass-blast e-mail no longer fits today’s customer-centric world. Today’s customers expect to be recognised and catered to. Amazon, Zappos, Uber and Starbucks have raised expectations for experiences from ordering online to getting a ride to picking up coffee. Companies that want to compete and survive must deliver the same experience with e-mail. Give your customers the personal, relevant, real- time information they crave, and you increase their satisfaction and your revenues. Why the cool kid sometimes eats lunch alone. 11 40% 32% 28% of Americans want to see less e-mail. want to see fewer repetitive e-mails from brands. get annoyed when they need to scroll (much) to read an entire e-mail, 24% when the layout is not optimised for mobile, 21 percent when they have to wait for images to load.

14. 14 2016 | E-mail comes of age. RULE #3: It’s not about you — it’s about your customers . Whether you think Thuerk sent the first commercial e-mail or first spam, credit him with another first: the original segmented e-mail. In 1978, there were about 2,600 ARPAnet users. Yet Thuerk sent an e-mail only to 15 percent — those working in target user organisations on the West Coast. He did that by asking his product manager to painstakingly type each name into the DEC e-mail system. You have the advantage of data and much more advanced technology to personalise, customise and delight. You may send more or less e-mails than you did in the batch- and-blast days, but now you can do so with more relevant offers to more targeted audiences — giving you a greater chance of engaging customers and driving sales. Yes, you can build brand loyalty through e-mail, but not by sending e-mail after irrelevant e-mail hoping one will hit. The good news for your customers is that they won’t waste much time: E-mail readers typically spend less than 3 seconds — about 12 words — with an e-mail. 31 That’s how long it takes them to scan, decide if it’s relevant, and act or not. To create personal and contextual messages, make sure you’re incorporating the following tips into your cross-channel e-mail strategy. 23% 64% 13% of customers say they have relationships with a brand. say shared values is the reason for the relationship. cite frequent interactions. - Harvard Business Review 30

18. 18 2016 | E-mail comes of age. Adobe Marketing Cloud enables you to use data to effectively reach and engage customers and prospects with highly personalised content across devices and digital touchpoints. With its complete set of solutions, as well as real-time dashboards and an interface that encourages collaboration, you can combine data, insights and digital content to deliver the best brand experience to your customers. These Adobe Marketing Cloud solutions work together to help you move toward e-mail marketing success: To learn more, go to: http://www.adobe.com/marketing-cloud/cross-channel-marketing/email-in-context.html . ADOBE can help. Adobe Campaign simplifies the management of e-mail marketing campaigns and empowers the delivery of personalised experiences across channels to facilitate offers and loyalty programmes. Adobe Analytics attributes revenue from digital interactions back to e-mail programmes and allows for real-time triggers for e-mail remarketing. Adobe Experience Manager seamlessly connects creative and marketing teams to ensure your digital assets are always up-to-date and relevant. Adobe Target presents dynamic content at the time an e-mail is opened based on contextual clues, such as date, time, location and preferences.

6. 6 2016 | E-mail comes of age. Thriving e-mail programmes have GROWN UP. Marketers who are making a mark are moving in a new direction — one focused on listening and reacting to customers, not on pushing products and promotions. And customers love it. E-mail campaigns based on customer-centric versus product-centric strategies present a huge opportunity. These e-mails not only achieve significantly higher conversion rates, but they can drive a 4x increase in incremental revenue. 13 So how can you launch your e-mail marketing programme into a successful and satisfying future? Marketers today have the advantage of compelling data drawn from umpteen sources, tools that can make e-mails seem custom-built for the recipient, and team members with the words “customer experience” right in their titles. We’ll get you started with four rules for adulthood — along with some do’s and don’ts — to propel your e-mail programme into its prime. How mature are e-mail marketers? The Relevancy Group categorised marketers who responded to their e-mail marketing survey into three classes based on the maturity of their programmes. • “Classic” (54 percent) use basic strategies, such as e-mailing lapsed customers, including basic personalisation fields, and cross- selling , but not deeper personalisation and segmentation. • “Dynamic” (32 percent) use more advanced, real-time strategies, such as automated remarketing , co-ordinating e-mails with other channels and capturing customer feedback. • “Contextual” (14 percent) have mastered data management and access, strong content management and personalisation strategies, real-time and contextual e-mail experiences, and executive buy-in and support. Note that not only are “contextual” marketers more successful, but 93 percent strongly agree that they are very satisfied with the effectiveness of their programmes, compared to 72 percent of “dynamic” and 43 percent of “classic” marketers. 14 6

17. 17 2016 | E-mail comes of age. GROW UP NOW or get left behind . If you’re not already running a mature e-mail marketing programme, you now know what’s possible. And you may think you have time to grow, given that over half of e-mail marketers are still using the “classic” model. So if your e-mails can still be described as batch-and-blast instead of target-and-tantalise, you need to pivot. Start with a vision, a leader who supports you, and a team with the necessary skills. Make sure you’re bolstered by an organisational structure that encourages cross-channel collaboration. Then invest in tools that unite your team and produce operational efficiencies. Integrate your data across channels. Tie together information via your customer’s e-mail address. Once you’ve tapped the in-house data, look outside to fill in the blanks. Send e-mails that your customer wants to receive. Focus on providing content relevant to the customer, whether you’ve determined what he wants through cross-channel behaviour, account preferences, or lookalike modelling. And don’t forget that frequency does not build a relationship — good experiences do. 1 2 3 Take the e-mail marketing self-assessment. Before you head off into the future, it helps to know where you are now. Take Adobe’s E-mail Marketing Self-Assessment to assess your e-mail data, content, delivery and strategy. Once you’ve finished, you’ll be able to view your anonymous results and receive a comprehensive follow-up report. To learn more, go to www.EmailMaturityModel.com .

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