Assessing your email marketing maturity #emailmaturity PATRICK TRIPP Sr. Product Marketing Manager, ADOBE
People are checking email around the clock 3.2h 6.3h 91% 87% 18% 3.1h 2 Source: Adobe Consumer Email Study, July 2015
People are guilty of checking email in awkward locations or times 70% of respondents think they check their email as often as they should Only 24% believe they check email way too much. 69% 32% 70% 52% 50% 43% 42% 18% 70% 18-34 57% 27% 3 Source: Adobe Consumer Email Study, July 2015
Millennials are obsessed Millennials (ages 18 34) are more mobile and more frequently check email than other age groups. 33% 45% 88% 76% 7% 4 Source: Adobe Consumer Email Study, July 2015
Email is still crucial Email Marketing 91% Display Advertising Social Marketing (Facebook, Twitter, etc.) Paid Search Marketing Print Direct Marketing Mobile App Use of video, YouTube Marketing Mobile Push Messaging SMS Marketing Catalog Marketing 81% 76% 72% 70% 67% 63% 59% 54% 49% Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Study Uncovers Email Marketing Challenges Two-thirds of marketers are less than satisfied with their email marketing efforts 6 Source: DMA and Adobe Study of 263 email marketers in North America
Cross-channel Marketing Challenges 7
ERLICH BACHMANN Classic Email Marketer Erlich has achieved some of the basic strategies of email marketing, such as emailing lapsed customers, including basic personalization fields, or cross-selling. GAVIN BELSON Dynamic Email Marketer Gavin has achieved some of the more advanced, real-time strategies of email marketing, such as automated remarketing, coordinating emails with other channels, and capturing customer feedback. RICHARD HENDRICKS Contextual Email Marketer Richard has achieved some of the more advanced, data driven, realtime strategies of email marketing, such as automated remarketing, coordinating emails with other channels, and capturing customer feedback.
But, where are email marketers today? 32% 14% Most are still Classic 54% Classic Dynamic Contextual Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Most Classic Email Marketers are not Satisfied "We are very satisfied with the effectiveness of our email program" Contextual 93% Dynamic 72% Classic 43% Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Data We can easily access and manage our email marketing database 47% 86% 97% We can easily bring in various data sources, such as purchase info, CRM data, 3rd party data, etc. 27% 39% 60% We have the ability to enhance our customer email marketing data over time, enriching insights 22% 62% 67% We can test, target, and segment different areas of our customer base in real-time for email campaigns 28% 55% 83% We can easily manage, measure, and impact click, open, deliverability and bounce rates 33% 52% 60% Classic Dynamic Contextual Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Content We can easily create and manage email content with drag and drop design tools 50% 75% 93% We can easily access an asset repository that allows us to upload and import images for emails 23% 55% 77% We have the ability to deeply personalize email content, leveraging customer database info 25% 51% 50% We can tap into contextual data such as location, date, time, and weather to enhance emails as they are opened 20% 49% 77% We have the tools in place to easily collaborate with external agencies to create email content 31% 52% 83% Classic Dynamic Contextual Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Delivery We currently execute specific marketing messages like email from within our platform 45% 68% 90% We can easily automate and orchestrate a series of emails that flow together with other channels 27% 47% 80% We consistently have email deliverability rates over 95% with our ISPs 21% 37% 58% We can easily deliver real-time triggered or transactional emails based on events 27% 58% 80% We have the ability to build, automate, and deliver customer experiences from a single marketing tool 24% 55% 83% Classic Dynamic Contextual Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Strategy We have a clearly defined email strategy for communicating and interacting with customers across channels and/or devices over time. 38% 56% 87% We are able to collaborate effectively with our channel owners in our organization to drive integrated marketing campaigns 20% 47% 70% Our email management tactics can be generally described as customer-centric (i.e. listening and reacting), not product centric (i.e. pushing offers) 28% 47% 54% We have executive buy-in on the progress and strategy around our email programs 28% 54% 90% We are very satisfied with the effectiveness of our email marketing programs 43% 72% 93% Contextual Dynamic Classic Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
What s the Value of being Contextual? Classic Dynamic Contextual $617,298 $362,330 $154,765 Source: Assessing the Return on Email Marketing Strategy, Adobe and the Relevancy Group
Over a Decade Serving Email Marketers FIRST EMAIL 2001 60+ CUSTOMERS POWER THEIR EMAIL WITH ADOBE CAMPAIGN % BILLION IN 2014
Emailmaturitymodel.co m
Email Marketing: Value Added Services Classic: Onboarding Campaign Reengagement Campaign A/B testing Dynamic Delivery Template Dynamic: Abandoned Cart Campaign Outbound Offer Management Channel Additions Preference Center Survey Business Advisor Contextual: Open-Time Channel Analysis Inbound offer management Data Analysis expanding the customer profile Cross Level: Desk Side Coaching Lifecycle Marketing Audit 18
Learn more www.adobe.com/go/email
QUESTIONS? @ptripp Emailmaturitymodel.com