2. Agenda
8.30am Registration and breakfast
9.00am Welcome
James Bunting, Managing Director, Communicator Corp
9.10am Research findings
Anthony Wilkey, Strategic Client Director, Emailvision
9.40am Top 5 ways to allocate your 2013 email marketing budget
Dela Quist, Chief Executive Officer, Alchemy Worx
10.10am Lucky Voice case study: How email marketing drives brilliant
ROI as part of the marketing mix
Dan Pilkington, Head of Marketing, Lucky Voice
10.30am Panel discussion
10.55am Closing remarks
James Bunting, Managing Director, Communicator Corp
6. Agenda
• Overview
• Key Findings
• Themes and Trends
• B2C vs. B2B
• Outlook – The Future
7. Overview
• How email marketing has evolved in 2012
• Published annually for the past 6 years
• Complements the National Email
Benchmarking Report
• Over 230 client side marketers
• Around 60 questions
• B2C and B2B
• A rare, unbiased opportunity to recognise and
assess trends
8. Key Findings
• Email marketing remains critical component
• ROI remains strong
• Positive trends across other metrics
• Budget allocation growing
• Value vs. Investment gap still significant
• Execution capability evolving
• More focus on contact strategy
9. Themes and Trends
• Growing education and understanding
• Importance of data
• Wider applications of email
• More attention given to challenges
• Continued recognition of value of email
12. Education and Understanding
Marketers draw on far more sources of insight and
advice than in 2011.
Top 3 Overall
• Industry Email Newsletters (+32%)
• Blogs (+13%)
• Webinars (+30%)
Biggest Increase
• Trade Shows (+127%)
3 Declined in Popularity
• Entirely self-taught (-50%)
• Industry Online Discussions (-10%)
• Social Networks (-21%)
More customised and advanced requirements
13. Importance of Data
On average how many different customer segments does your
business use to segment your mailings?
14. Importance of Data
Which from the following are the most effective methods to acquire
new email addresses?
15. Importance of Data
What is the maximum number of times you contact an address on
your list in one month?
16. Wider Applications of Email
What is the purpose of your email marketing programmes?
Which business goals does it help you to achieve?
17. Wider Applications of Email
What type of email message helps you to achieve your business
goals?
18. Wider Applications of Email
Email when integrated with which of the following marketing tactics
delivers the best ROI?
20. Recognition of Email Value
How important is email marketing within your business strategically?
21. Recognition of Email Value
How much is the approximate return you get back for every pound
spent on email marketing?
22. Recognition of Email Value
What does email contribute overall to the business as percentage
of DIGITAL business revenue?
23. Recognition of Email Value
What does email contribute overall to the business as percentage
of TOTAL business revenue?
24. Themes and Trends Summary
• Greater overall competence and maturity
amongst email marketers
• Higher expectations
• Need for ever more sophisticated, integrated
solutions and partners
25. B2C vs. B2B Highlights
• B2C email marketers put at least as much
emphasis on engagement and retention as
their B2B counterparts
• B2C organisations place less-than-average
emphasis on building brand awareness
• Email marketing is even more important to
online B2B sales than to online B2C revenue
• B2C marketers feel confident about their
abilities, however B2B marketers are more
divided in terms of levels of competence
• B2B organisations perceive far more ROI
potential in email/mobile marketing integration
26. Outlook – The Future
• Mobile
Use of Responsive Design
• Measurement
Refined definition of engagement
Progression towards high value metrics
Focus on negatives
Emphasis on testing
• Personalisation
Real Time
Cross-Channel
Data Driven
• B2B
Narrows the Gap
27. Top 5 ways to allocate your
2013 email marketing budget
Dela Quist, Chief Executive Officer,
Alchemy Worx
28. Top 5 ways to allocate your 2013 email marketing budget
Dela Quist: CEO Alchemy Worx
dela@alchemyworx.com
@DelaQuist
43. Top 5 ways to allocate your 2013 email
marketing budget
Database Size
Email should be the
primary means by which
Order of Importance
Send Frequency
someone you already
know, visits your site or
interacts with your brand Offer & Creative
online.
Data
Segmentation
Subject Lines
44. Thank You & Stay in touch
alchemyworx.com/delaquist_ebook
dela@alchemyworx.com
@delaquist
uk.linkedin.com/in/delaquist
www alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx
49. Who the hell are Lucky Voice?
- The UK’s leading karaoke brand!
- Eight karaoke bars across the UK, with two in London
- Private karaoke rooms for up to 15 people
- Online karaoke streaming service of over 8,000 songs
- Subscription model for unlimited singing – the Spotify of karaoke!
- Provider of karaoke hardware and software to other venues and events
56. Why is email still so important?
We know that at least...
30% of our customers
engaged with a marketing email last year
57. Why is email still so important?
- Traffic from mobile up 70% year on year
- Means we’ve seen open rates increase at our
peak time for online singing – Saturday night!
- Traffic from email up 80% as a result
58. Our objectives with email are varied
- Revenue generation in the bars
- Cross sell of our online subscription
- Engagement with our online service
- Retention and the need to be front of mind to bars customers
- Acquisition of new customers from email lists
- Generation of social media content for PR / awareness
59. ROI!
- £20.50 for every £1 spent!
- The most profitable channel other than SEO!
- Shared in a weekly report with the business
- Investing more in email in 2013 than ever before:
Data feeds
Automation
60. Trigger campaigns are becoming more important...
- Confirmation email drives direct online sign ups
- ‘Welcome’ email drives important first engagement and bookings
60% open rate, almost 400 bookings
- Confirmation email from Robbie Williams acquisition campaign
67% open rate
61. Understand how it works with other channels...
- We know that email doesn’t simply work in isolation
- It works with other channels to instigate or seal bookings
- This is why the ‘Welcome’ email is so important
62. Understand how it works with other channels...
-Work with social channels
- Encourage sign ups via Facebook app
- Trigger Welcome email
63. More frequent? Too frequent?
- We’ve increased our frequency to once a week for our active group
- Increased segmentation vital – looking at venue, offers used, songs sung
- Traffic from email up 100% year on year in January – engagement up to 9
minutes on site from 6 minutes year on year
- At Christmas, we were too aggressive – too many conflicting offers
confused customers – open rates slipping from 17% to 10%
64. Acquisition of email address a crucial part of our plans...
- Increased discount for people signing up – 92% increase in sign ups
- Online competitions and partnerships – Robbie fans single launch gained
us 7,000 new email addresses
- Collaborative playlists for data capture
- Photo gallery of their night at the bar – data capture to gain access
65. More segmentation!
- Follow up emails to offers and promotions not booked on first open
- Trigger emails based on events – Quiz Night
- Triggers based on artists clicked on
- Follow up to specific competitions and promotions
66. For 2013...
- Even better, more complex segmentation for increased engagement!
- Data integration with Campaign Commander to set up more trigger
campaigns – timely and relevant
- Complete customer lifecycle communications
- More testing on frequency and send times
- More testing generally!
69. Data protection 2013
Half day conference: Friday 8 February
Find out how you can safeguard your business from the proposed EU
data reforms
Speakers include:
Christopher Graham, Information Commissioner
Dave Coplin, Chief Envisaging Officer, Microsoft
Caroline Roberts, Director of Public Affairs, DMA
Mathilde Fiquet, EU Legal Affairs Adviser, Fedma
Please visit the registation desk to book and for more information. Or
email eleanor.hibberd@dma.org.uk
