SlideShare ist ein Scribd-Unternehmen logo
1 von 41
Downloaden Sie, um offline zu lesen
© 2017 eMarketer Inc.
Made possible by
Email’s Role in Omnichannel
Marketing: Beyond the Opens and
Clicks
Jillian Ryan
Analyst
October 19, 2017
© 2017 eMarketer Inc.
Today’s webinar at a glance
 Why marketers still rely on email as a solid-performing
channel
 What email performance benchmarks are most critical to
marketers today
 How big data and real-time optimization tactics are
helping practitioners ensure emails are relevant to their
end users
 What emerging email practices businesses are adopting
#eMwebinar Made possible by
© 2017 eMarketer Inc.
The State of Email
Marketing
© 2017 eMarketer Inc.
Email is still king
90.6%
of marketers in North America say they use email to engage their
audience, the most commonly used channel over display, owned
web content and search
Source: Winterberry Group and the Data & Marketing Association (DMA), September 2016
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Email marketers are mainly focused on
acquisition
 More than two-thirds
cited attracting new
customers as a
leading marketing
goal for 2017
 Increased brand
awareness and
customer retention
were also common
objectives
#eMwebinar Made possible by
© 2017 eMarketer Inc.
The number of emails sent and received every
day is expanding
 In 2017, 269 billion
emails, including
business and consumer
emails, were sent
worldwide
 Annually, that number
will grow by about 4.4%
 By 2021, 319.6 billion
will be sent and received
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Marketers continue to allocate more budget to
email marketing, due to its solid ROI
58%
of marketers in the US
planned to increase email
marketing budget in 2017
Source: Emma, Q3 2016
#eMwebinar
73%
of in-house marketers
worldwide said that email
marketing provided a strong
ROI in 2017
Source: Econsultancy and Adestra, April 2017
Made possible by
© 2017 eMarketer Inc.
Email
continues to
bring in
revenue
In Q2 2017, revenues
attributed to email made up
21% of the total, up from 17%
year over year
#eMwebinar Made possible by
© 2017 eMarketer Inc.
The Email Audience
© 2017 eMarketer Inc.
The email audience also continues to grow
 In 2017, 76.0% of the
population, or 248.2
million people, are
expected to use
email
 By 2021, that number
is forecast to reach
266.3 million, making
up 79.0% of the total
US population
#eMwebinar Made possible by
© 2017 eMarketer Inc.
US digital buyers, across age groups, prefer
email for brand communications
 Even younger cohorts
named email as their
preferred channel
 65% of Gen Z and 62%
of millennials named
email as their preferred
channel—nothing else
came close
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Users have strong inbox preferences, especially
about message usefulness and frequency
A good portion of US email users said they rarely (33%)
or never (24%) find marketing emails useful.
Source: Fluent, October 2016
Roughly two in five US internet users want to receive
marketing and advertising emails weekly, while one in
five said monthly. Only 7.8% said they would prefer to
have them arrive daily.
Source: Mapp Digital, August 2016
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Sales and discounts, brand reputation and ease
of transaction all drive purchases from email
 Sales and discounts were
a deciding factor for 92%
of US internet users
 Respondents also cited
brand reputation, ease of
transaction and easy
online/mobile purchase as
other important factors
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Mobile is the primary device used to check email
 Two in three email
users said their
smartphone was their
chief device for
checking email
 Laptops (12%), tablets
(11%) and desktops
(10%) were used by
smaller groups of
respondents
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Measuring Email’s Impact
Across Channels
© 2017 eMarketer Inc.
A look at email performance benchmarks
 For channel marketers,
email performance
benchmarks will always be
important
 Continued assessment of
KPIs is critical for success
and strategic optimization
over time
 Messages must be relevant
in order for opens and clicks
to convert into ROI
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Epsilon, Q1 2017
 Nonbounce rates
were 98.3%, the
highest rate over the
quarters covered
 Open rates
remained stable,
with 33.5% of emails
sent opened by
recipients
 CTR was at a steady
3.2%
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Cheetah Digital, Q1 2017
 Open rates had a
minimal increase,
while total click rate
and unique click rate
were both down
 Transaction-to-click
rate and transaction
rate were both on the
rise
 The volume of email
sent increased 14.9%
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Beyond email benchmarks
 Although opens and clicks are important metrics, they
are only part of the story.
 Advanced marketing practitioners are more focused on
how communications across multiple channels activate
a customer and change behavior over time.
 This trend follows suit with marketers’ increased focus
on omnichannel marketing and the holistic customer
experience.
 Email KPIs must be integrated with customer experience
metrics.
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Marketers want to get deeper cross-channel
metrics to improve email strategies
51%
of in-house marketers globally said having cross-channel data
insights to see the bigger picture is an area of email marketing they
would like to improve
Source: Econsultancy and Adestra, March 2017
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Using Data for Contextual
Relevance
© 2017 eMarketer Inc.
Variable testing
can maximize
performance
Subject lines, alternate offers, and
varying email layouts and creative
were the most commonly
implemented testing and optimizing
strategies
However, 51% of respondents
didn’t proactively test their email
marketing
#eMwebinar Made possible by
© 2017 eMarketer Inc.
A real-time data stream can create an optimized
experience, improving relevancy and KPIs
“This is done in real time, using
data on how customers are
engaging with the email. If an
email isn’t really
generating a lot of activity,
we can change the
content before we send it
out to more customers.”
—Tanner McGrath, Lead Product
Manager, Postmates
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Savvy marketers can
harness the data they
have to create messages
that are more relevant for
the target recipient
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Trend alert: the rise of the preference center
 Many ESPs say marketers are
adopting preference centers to
learn more about their subscribers
 Preferences can include: which
device subscribers use to check
email, or what time/day of week
they like to receive emails
 Those preferences are used to
tailor emails to the end user’s
inclinations, making emails more
relevant and data-driven
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Consumers want companies to take their
interests into account
76.9%
of US internet users say they expect companies will use the
interests they have in their profile to personalize marketing and
advertising emails
Source: Mapp Digital, August 2016
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Integrating data across marketing systems is
critical for an omnichannel view of the customer
 Two-thirds of
marketers in
North America
said their
customer data
was fully
integrated
 29% said it was
partially
integrated
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Behavior-based, dynamic emails help with
relevance
Nearly seven in 10 marketing professionals in Europe and
the US said they use dynamic email marketing based on
user behavior.
Source: Qualtrics and AdRoll, February 2017
42% of marketing decision-makers in North America sent
triggered emails that were contextualized with messages
and content based on real-time behaviors, interactions,
event or environmental conditions of the recipient.
Source: Forrester Consulting, March 2017
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Triggered emails see higher performance rates
 At many ESPs, clients that send triggers got higher
KPIs:
– At Emma, triggers perform with a 600% higher
conversion rate when based on relevant user behavior.
– On Epsilon’s platform in Q1 2017, triggered messages
saw 69% higher open rates and 165% higher CTRs
when compared with standard, business-as-usual emails.
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Segmentation and personalization can also make
emails more relevant to recipients
 Data should also be used
to craft emails via:
– Segmentation: Custom
emails specifically designed
for similar groups of
subscribers
– Personalization: Custom
emails made for an
individual
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Marketers are still struggling to implement data-
driven segmentation and personalization
56%
of in-house marketers say they need to
get better at segmentation
Source: Econsultancy and Adestra, April 2017
#eMwebinar
44%
of US marketing execs say
lack of internal buy-in hinders email
personalization
26.3%
say it’s not a budgetary priority
Source: OneSpot, April 2017
Made possible by
© 2017 eMarketer Inc.
Two brands doing email personalization right
“ We’re very focused on
the timing of when we
send our emails, as
well as the content
we’re including. It’s
all based on when
and what people
have purchased in
the past.”
—Lauren Henderson,
Marketing Manager, Minibar
“ We target users
based on
customer lifecycle
data points like
where they are in their
wedding planning
process or their
wedding date.”
—Jeffra Trumpower, Senior
Marketing Manager,
WeddingWire
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Artificial intelligence (AI) is also emerging as a
personalization tool
 AI capabilities can implement
dynamic email content that is
based on users’ behavioral history
 Every time a user opens an email,
clicks a link or engages with a
piece of content, those data
points are collected
 Through machine learning, the
data makes the predictive engine
smarter over time
#eMwebinar Made possible by
© 2017 eMarketer Inc.
Let’s recap…
 Email remains a healthy channel for brands, and the email
audience is growing and engaged.
 Email performance benchmarks are steady, but aren’t the
full picture. Marketers need to consider the holistic
customer experience and how email contributes to it.
 Big data and real-time optimization ensure emails’
relevance—with triggered messages, segmentation and
personalization remaining central to this approach.
 Emerging practices like dynamic email, predictive content
and AI are starting to be adopted, but remain rare.
#eMwebinar Made possible by
Email’s Role in Omni-Channel Marketing
Alyssa Jarrett
Sr. Content Marketing Manager
10.19.17
Iterable, Inc. All Rights Reserved
We live in the now
economy.
The only moment that
matters to your customers
is what is relevant to them
right now.
Iterable, Inc. All Rights Reserved
But customers are
still inundated with
messaging that is
not relevant.
>94%of consumers have
discontinued a brand
relationship due to
irrelevant messaging.
— Blue Research (2016)
Iterable, Inc. All Rights Reserved
Customers also
want relevance across
multiple channels.
Iterable, Inc. All Rights Reserved
But current
Omni-channel
messaging
is broken.
>80%of consumers have a
fragmented experience
as they travel from
channel to channel.
— Accenture (2016)
Iterable, Inc. All Rights Reserved
The growth marketer's task is to create
Omni-channel relevance.
© 2017 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email
tomorrow with a link to view the
deck and webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Jillian Ryan
Analyst
Email’s Role in Omnichannel
Marketing: Beyond the Opens
and Clicks
 Customer Experience 2017: The Journey Toward Customer-
Centricity Continues
 Marketing Technology 2017: Putting Customer Data at the
Center
 B2B Personalization: Delivering One-to-One Experiences to
Buyers
 Cross-Device Targeting: A More Holistic Audience View and a
More Compelling Customer Experience

Weitere ähnliche Inhalte

Was ist angesagt?

Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandseMarketer
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer
 
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...eMarketer
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer
 
eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016
eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016
eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016eMarketer
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer
 
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer
 
eMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROIeMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROIeMarketer
 
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer
 
Social Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from ConversationsSocial Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from ConversationseMarketer
 
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer
 
eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
 eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
eMarketer Webinar: Navigating the Complexities of Cross-Platform AttributioneMarketer
 
eMarketer Webinar: Customer Experience Strategy in an Always-On World
eMarketer Webinar: Customer Experience Strategy in an Always-On WorldeMarketer Webinar: Customer Experience Strategy in an Always-On World
eMarketer Webinar: Customer Experience Strategy in an Always-On WorldeMarketer
 
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...eMarketer
 
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer
 
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile WorldeMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile WorldDaniel Caridi
 
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to KnoweMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to KnoweMarketer
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer
 
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer
 
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer
 

Was ist angesagt? (20)

Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading Brands
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
 
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
eMarketer Webinar: Customer Acquisition—Marketers Focus on Data, Audience and...
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
 
eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016
eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016
eMarketer Webinar: Online Holiday Shopping Forecast and Trends 2016
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
 
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...
 
eMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROIeMarketer Webinar: Maximizing your B2B Content Marketing ROI
eMarketer Webinar: Maximizing your B2B Content Marketing ROI
 
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...
 
Social Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from ConversationsSocial Listening for US Brands—Deriving Actionable Insights from Conversations
Social Listening for US Brands—Deriving Actionable Insights from Conversations
 
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage ...
 
eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
 eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
eMarketer Webinar: Navigating the Complexities of Cross-Platform Attribution
 
eMarketer Webinar: Customer Experience Strategy in an Always-On World
eMarketer Webinar: Customer Experience Strategy in an Always-On WorldeMarketer Webinar: Customer Experience Strategy in an Always-On World
eMarketer Webinar: Customer Experience Strategy in an Always-On World
 
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
eMarketer Webinar: Multichannel Marketing—Navigating the Increasingly Complex...
 
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...
 
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile WorldeMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World
 
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to KnoweMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
 
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
eMarketer Webinar: B2B Marketing Automation—What’s New in 2016
 
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
eMarketer Webinar: Key Digital Trends—15 Things to Know for 2015
 

Ähnlich wie eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and Clicks

eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer
 
Increase Online Sales by Optimizing Your Email Experience
Increase Online Sales by Optimizing Your Email Experience Increase Online Sales by Optimizing Your Email Experience
Increase Online Sales by Optimizing Your Email Experience Return Path
 
eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...
eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...
eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...Charly Wehbe
 
2017 trends in email marketing - Seán Donnelly, Econsultancy
2017 trends in email marketing - Seán Donnelly, Econsultancy2017 trends in email marketing - Seán Donnelly, Econsultancy
2017 trends in email marketing - Seán Donnelly, EconsultancyAdestra
 
eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?
eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up? eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?
eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up? eMarketer
 
Key Concepts for Implementing a Data-Driven Email Program
Key Concepts for Implementing a Data-Driven Email ProgramKey Concepts for Implementing a Data-Driven Email Program
Key Concepts for Implementing a Data-Driven Email ProgramMediaPost
 
Client Case Study: Using First-Party Data for Paid Media Campaigns
Client Case Study: Using First-Party Data for Paid Media CampaignsClient Case Study: Using First-Party Data for Paid Media Campaigns
Client Case Study: Using First-Party Data for Paid Media CampaignsTinuiti
 
There's No I In Campaign: How To Make Your Emails Work Together
There's No I In Campaign: How To Make Your Emails Work TogetherThere's No I In Campaign: How To Make Your Emails Work Together
There's No I In Campaign: How To Make Your Emails Work TogetherMad*Pow
 
10 Trends That Will Make or Break Your Email Marketing ROI in 2010
10 Trends That Will Make or Break Your Email Marketing ROI in 201010 Trends That Will Make or Break Your Email Marketing ROI in 2010
10 Trends That Will Make or Break Your Email Marketing ROI in 2010D&B
 
Email Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email CampaignsEmail Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email CampaignseTargetMedia Reviews
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer
 
13 Stats That Will Redefine Your Email Marketing Priorities
13 Stats That Will Redefine Your Email Marketing Priorities13 Stats That Will Redefine Your Email Marketing Priorities
13 Stats That Will Redefine Your Email Marketing PrioritiesSailthru
 
How Email is Revolutionising Performance Marketing - Mark Ash, Teradata
How Email is Revolutionising Performance Marketing -  Mark Ash, TeradataHow Email is Revolutionising Performance Marketing -  Mark Ash, Teradata
How Email is Revolutionising Performance Marketing - Mark Ash, TeradataPerformanceIN
 
Sample email program audit report
Sample email program audit reportSample email program audit report
Sample email program audit reportKevin George
 
DotMailer: integrated, personalised, targeted email marketing
DotMailer: integrated, personalised, targeted email marketingDotMailer: integrated, personalised, targeted email marketing
DotMailer: integrated, personalised, targeted email marketingScreen Pages
 
Driving Change in the Email World
Driving Change in the Email WorldDriving Change in the Email World
Driving Change in the Email WorldMediaPost
 

Ähnlich wie eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and Clicks (20)

Email Marketing Benchmarks
Email Marketing BenchmarksEmail Marketing Benchmarks
Email Marketing Benchmarks
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
 
Increase Online Sales by Optimizing Your Email Experience
Increase Online Sales by Optimizing Your Email Experience Increase Online Sales by Optimizing Your Email Experience
Increase Online Sales by Optimizing Your Email Experience
 
eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...
eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...
eMarketer_B2B_Content_Marketing_2018-As_Usage_Nears_Saturation_Still_Lots_of_...
 
2017 trends in email marketing - Seán Donnelly, Econsultancy
2017 trends in email marketing - Seán Donnelly, Econsultancy2017 trends in email marketing - Seán Donnelly, Econsultancy
2017 trends in email marketing - Seán Donnelly, Econsultancy
 
Building lifecycle strategies final
Building lifecycle strategies finalBuilding lifecycle strategies final
Building lifecycle strategies final
 
eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?
eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up? eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?
eMarketer Webinar: Email Marketing Benchmarks for 2014—How Do You Stack Up?
 
Email marketing: When? How often? What time?
Email marketing: When? How often? What time?Email marketing: When? How often? What time?
Email marketing: When? How often? What time?
 
Key Concepts for Implementing a Data-Driven Email Program
Key Concepts for Implementing a Data-Driven Email ProgramKey Concepts for Implementing a Data-Driven Email Program
Key Concepts for Implementing a Data-Driven Email Program
 
Client Case Study: Using First-Party Data for Paid Media Campaigns
Client Case Study: Using First-Party Data for Paid Media CampaignsClient Case Study: Using First-Party Data for Paid Media Campaigns
Client Case Study: Using First-Party Data for Paid Media Campaigns
 
There's No I In Campaign: How To Make Your Emails Work Together
There's No I In Campaign: How To Make Your Emails Work TogetherThere's No I In Campaign: How To Make Your Emails Work Together
There's No I In Campaign: How To Make Your Emails Work Together
 
Prove Your ROI
Prove Your ROIProve Your ROI
Prove Your ROI
 
10 Trends That Will Make or Break Your Email Marketing ROI in 2010
10 Trends That Will Make or Break Your Email Marketing ROI in 201010 Trends That Will Make or Break Your Email Marketing ROI in 2010
10 Trends That Will Make or Break Your Email Marketing ROI in 2010
 
Email Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email CampaignsEmail Marketing Best Practices: Tips to Improve Your Email Campaigns
Email Marketing Best Practices: Tips to Improve Your Email Campaigns
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017
 
13 Stats That Will Redefine Your Email Marketing Priorities
13 Stats That Will Redefine Your Email Marketing Priorities13 Stats That Will Redefine Your Email Marketing Priorities
13 Stats That Will Redefine Your Email Marketing Priorities
 
How Email is Revolutionising Performance Marketing - Mark Ash, Teradata
How Email is Revolutionising Performance Marketing -  Mark Ash, TeradataHow Email is Revolutionising Performance Marketing -  Mark Ash, Teradata
How Email is Revolutionising Performance Marketing - Mark Ash, Teradata
 
Sample email program audit report
Sample email program audit reportSample email program audit report
Sample email program audit report
 
DotMailer: integrated, personalised, targeted email marketing
DotMailer: integrated, personalised, targeted email marketingDotMailer: integrated, personalised, targeted email marketing
DotMailer: integrated, personalised, targeted email marketing
 
Driving Change in the Email World
Driving Change in the Email WorldDriving Change in the Email World
Driving Change in the Email World
 

Mehr von eMarketer

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer
 
eMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer
 
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...eMarketer
 
eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now
eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now
eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now eMarketer
 

Mehr von eMarketer (8)

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TV
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for Marketers
 
eMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer Webinar: Artificial Intelligence—The Future Is Already Here
eMarketer Webinar: Artificial Intelligence—The Future Is Already Here
 
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
eMarketer webinar: Mobile App Marketing—Acquiring and Retaining Quality Users...
 
eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now
eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now
eMarketer Webinar: Seven Ecommerce Trends You Need to Understand Now
 

Kürzlich hochgeladen

Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 

Kürzlich hochgeladen (20)

Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 

eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and Clicks

  • 1. © 2017 eMarketer Inc. Made possible by Email’s Role in Omnichannel Marketing: Beyond the Opens and Clicks Jillian Ryan Analyst October 19, 2017
  • 2. © 2017 eMarketer Inc. Today’s webinar at a glance  Why marketers still rely on email as a solid-performing channel  What email performance benchmarks are most critical to marketers today  How big data and real-time optimization tactics are helping practitioners ensure emails are relevant to their end users  What emerging email practices businesses are adopting #eMwebinar Made possible by
  • 3. © 2017 eMarketer Inc. The State of Email Marketing
  • 4. © 2017 eMarketer Inc. Email is still king 90.6% of marketers in North America say they use email to engage their audience, the most commonly used channel over display, owned web content and search Source: Winterberry Group and the Data & Marketing Association (DMA), September 2016 #eMwebinar Made possible by
  • 5. © 2017 eMarketer Inc. Email marketers are mainly focused on acquisition  More than two-thirds cited attracting new customers as a leading marketing goal for 2017  Increased brand awareness and customer retention were also common objectives #eMwebinar Made possible by
  • 6. © 2017 eMarketer Inc. The number of emails sent and received every day is expanding  In 2017, 269 billion emails, including business and consumer emails, were sent worldwide  Annually, that number will grow by about 4.4%  By 2021, 319.6 billion will be sent and received #eMwebinar Made possible by
  • 7. © 2017 eMarketer Inc. Marketers continue to allocate more budget to email marketing, due to its solid ROI 58% of marketers in the US planned to increase email marketing budget in 2017 Source: Emma, Q3 2016 #eMwebinar 73% of in-house marketers worldwide said that email marketing provided a strong ROI in 2017 Source: Econsultancy and Adestra, April 2017 Made possible by
  • 8. © 2017 eMarketer Inc. Email continues to bring in revenue In Q2 2017, revenues attributed to email made up 21% of the total, up from 17% year over year #eMwebinar Made possible by
  • 9. © 2017 eMarketer Inc. The Email Audience
  • 10. © 2017 eMarketer Inc. The email audience also continues to grow  In 2017, 76.0% of the population, or 248.2 million people, are expected to use email  By 2021, that number is forecast to reach 266.3 million, making up 79.0% of the total US population #eMwebinar Made possible by
  • 11. © 2017 eMarketer Inc. US digital buyers, across age groups, prefer email for brand communications  Even younger cohorts named email as their preferred channel  65% of Gen Z and 62% of millennials named email as their preferred channel—nothing else came close #eMwebinar Made possible by
  • 12. © 2017 eMarketer Inc. Users have strong inbox preferences, especially about message usefulness and frequency A good portion of US email users said they rarely (33%) or never (24%) find marketing emails useful. Source: Fluent, October 2016 Roughly two in five US internet users want to receive marketing and advertising emails weekly, while one in five said monthly. Only 7.8% said they would prefer to have them arrive daily. Source: Mapp Digital, August 2016 #eMwebinar Made possible by
  • 13. © 2017 eMarketer Inc. Sales and discounts, brand reputation and ease of transaction all drive purchases from email  Sales and discounts were a deciding factor for 92% of US internet users  Respondents also cited brand reputation, ease of transaction and easy online/mobile purchase as other important factors #eMwebinar Made possible by
  • 14. © 2017 eMarketer Inc. Mobile is the primary device used to check email  Two in three email users said their smartphone was their chief device for checking email  Laptops (12%), tablets (11%) and desktops (10%) were used by smaller groups of respondents #eMwebinar Made possible by
  • 15. © 2017 eMarketer Inc. Measuring Email’s Impact Across Channels
  • 16. © 2017 eMarketer Inc. A look at email performance benchmarks  For channel marketers, email performance benchmarks will always be important  Continued assessment of KPIs is critical for success and strategic optimization over time  Messages must be relevant in order for opens and clicks to convert into ROI #eMwebinar Made possible by
  • 17. © 2017 eMarketer Inc. Epsilon, Q1 2017  Nonbounce rates were 98.3%, the highest rate over the quarters covered  Open rates remained stable, with 33.5% of emails sent opened by recipients  CTR was at a steady 3.2% #eMwebinar Made possible by
  • 18. © 2017 eMarketer Inc. Cheetah Digital, Q1 2017  Open rates had a minimal increase, while total click rate and unique click rate were both down  Transaction-to-click rate and transaction rate were both on the rise  The volume of email sent increased 14.9% #eMwebinar Made possible by
  • 19. © 2017 eMarketer Inc. Beyond email benchmarks  Although opens and clicks are important metrics, they are only part of the story.  Advanced marketing practitioners are more focused on how communications across multiple channels activate a customer and change behavior over time.  This trend follows suit with marketers’ increased focus on omnichannel marketing and the holistic customer experience.  Email KPIs must be integrated with customer experience metrics. #eMwebinar Made possible by
  • 20. © 2017 eMarketer Inc. Marketers want to get deeper cross-channel metrics to improve email strategies 51% of in-house marketers globally said having cross-channel data insights to see the bigger picture is an area of email marketing they would like to improve Source: Econsultancy and Adestra, March 2017 #eMwebinar Made possible by
  • 21. © 2017 eMarketer Inc. Using Data for Contextual Relevance
  • 22. © 2017 eMarketer Inc. Variable testing can maximize performance Subject lines, alternate offers, and varying email layouts and creative were the most commonly implemented testing and optimizing strategies However, 51% of respondents didn’t proactively test their email marketing #eMwebinar Made possible by
  • 23. © 2017 eMarketer Inc. A real-time data stream can create an optimized experience, improving relevancy and KPIs “This is done in real time, using data on how customers are engaging with the email. If an email isn’t really generating a lot of activity, we can change the content before we send it out to more customers.” —Tanner McGrath, Lead Product Manager, Postmates #eMwebinar Made possible by
  • 24. © 2017 eMarketer Inc. Savvy marketers can harness the data they have to create messages that are more relevant for the target recipient #eMwebinar Made possible by
  • 25. © 2017 eMarketer Inc. Trend alert: the rise of the preference center  Many ESPs say marketers are adopting preference centers to learn more about their subscribers  Preferences can include: which device subscribers use to check email, or what time/day of week they like to receive emails  Those preferences are used to tailor emails to the end user’s inclinations, making emails more relevant and data-driven #eMwebinar Made possible by
  • 26. © 2017 eMarketer Inc. Consumers want companies to take their interests into account 76.9% of US internet users say they expect companies will use the interests they have in their profile to personalize marketing and advertising emails Source: Mapp Digital, August 2016 #eMwebinar Made possible by
  • 27. © 2017 eMarketer Inc. Integrating data across marketing systems is critical for an omnichannel view of the customer  Two-thirds of marketers in North America said their customer data was fully integrated  29% said it was partially integrated #eMwebinar Made possible by
  • 28. © 2017 eMarketer Inc. Behavior-based, dynamic emails help with relevance Nearly seven in 10 marketing professionals in Europe and the US said they use dynamic email marketing based on user behavior. Source: Qualtrics and AdRoll, February 2017 42% of marketing decision-makers in North America sent triggered emails that were contextualized with messages and content based on real-time behaviors, interactions, event or environmental conditions of the recipient. Source: Forrester Consulting, March 2017 #eMwebinar Made possible by
  • 29. © 2017 eMarketer Inc. Triggered emails see higher performance rates  At many ESPs, clients that send triggers got higher KPIs: – At Emma, triggers perform with a 600% higher conversion rate when based on relevant user behavior. – On Epsilon’s platform in Q1 2017, triggered messages saw 69% higher open rates and 165% higher CTRs when compared with standard, business-as-usual emails. #eMwebinar Made possible by
  • 30. © 2017 eMarketer Inc. Segmentation and personalization can also make emails more relevant to recipients  Data should also be used to craft emails via: – Segmentation: Custom emails specifically designed for similar groups of subscribers – Personalization: Custom emails made for an individual #eMwebinar Made possible by
  • 31. © 2017 eMarketer Inc. Marketers are still struggling to implement data- driven segmentation and personalization 56% of in-house marketers say they need to get better at segmentation Source: Econsultancy and Adestra, April 2017 #eMwebinar 44% of US marketing execs say lack of internal buy-in hinders email personalization 26.3% say it’s not a budgetary priority Source: OneSpot, April 2017 Made possible by
  • 32. © 2017 eMarketer Inc. Two brands doing email personalization right “ We’re very focused on the timing of when we send our emails, as well as the content we’re including. It’s all based on when and what people have purchased in the past.” —Lauren Henderson, Marketing Manager, Minibar “ We target users based on customer lifecycle data points like where they are in their wedding planning process or their wedding date.” —Jeffra Trumpower, Senior Marketing Manager, WeddingWire #eMwebinar Made possible by
  • 33. © 2017 eMarketer Inc. Artificial intelligence (AI) is also emerging as a personalization tool  AI capabilities can implement dynamic email content that is based on users’ behavioral history  Every time a user opens an email, clicks a link or engages with a piece of content, those data points are collected  Through machine learning, the data makes the predictive engine smarter over time #eMwebinar Made possible by
  • 34. © 2017 eMarketer Inc. Let’s recap…  Email remains a healthy channel for brands, and the email audience is growing and engaged.  Email performance benchmarks are steady, but aren’t the full picture. Marketers need to consider the holistic customer experience and how email contributes to it.  Big data and real-time optimization ensure emails’ relevance—with triggered messages, segmentation and personalization remaining central to this approach.  Emerging practices like dynamic email, predictive content and AI are starting to be adopted, but remain rare. #eMwebinar Made possible by
  • 35. Email’s Role in Omni-Channel Marketing Alyssa Jarrett Sr. Content Marketing Manager 10.19.17
  • 36. Iterable, Inc. All Rights Reserved We live in the now economy. The only moment that matters to your customers is what is relevant to them right now.
  • 37. Iterable, Inc. All Rights Reserved But customers are still inundated with messaging that is not relevant. >94%of consumers have discontinued a brand relationship due to irrelevant messaging. — Blue Research (2016)
  • 38. Iterable, Inc. All Rights Reserved Customers also want relevance across multiple channels.
  • 39. Iterable, Inc. All Rights Reserved But current Omni-channel messaging is broken. >80%of consumers have a fragmented experience as they travel from channel to channel. — Accenture (2016)
  • 40. Iterable, Inc. All Rights Reserved The growth marketer's task is to create Omni-channel relevance.
  • 41. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Jillian Ryan Analyst Email’s Role in Omnichannel Marketing: Beyond the Opens and Clicks  Customer Experience 2017: The Journey Toward Customer- Centricity Continues  Marketing Technology 2017: Putting Customer Data at the Center  B2B Personalization: Delivering One-to-One Experiences to Buyers  Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience