email marketing: find out how it's working for europe
TRANSCRIPT
Alterian WebinarAlterian WebinarAlterian WebinarAlterian Webinar
Introduction
by Alastair Tempest,Director General,
Federation of European Direct and Interactive Marketingg
Federation of European Direct and Interactive Marketingand Interactive Marketing
PROMOTE PROTECT INFORM
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Sponsors
www alterian com
Main Sponsor:
Other Sponsors:www.alterian.com
www.alterian.com
www.fokusintegrated.comwww.par.sewww.telefaction.com
dwww.mardev.comwww.opt-4.co.uk
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Legal IssuesLegal Issues
Increasingly complexWide variations in national lawsEU promising to revise its DirectiveEU promising to revise its Directive
But will this help?Key issuesy
What is opt in / consent?Which national laws applyT ( ) d d tiTransparency (purpose) and updating
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N SNext Steps
Preparing the 2nd edition for 2011.Getting national associations to developGetting national associations to develop
their responses.Identifying best practices from the results.y g p
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Email Marketing: How It's Working for Europe
A summary of the 2010 FEDMA Pan-European Survey
Ivan ChalifDirector of Product Marketing
THE 1ST PAN EUROPEAN EMAIL MARKETING BENCHMARK REPORT
Agenda
1. Summary Facts
2. Trends
3. Ideas and Suggestions
4. Next Steps
Let’s Take a Look at the Results
SUMMARY FACTS
Summary Facts
• The FIRST, but not the Final!
– Independent
– 16 Countries
– 75 Email Providers
– 464 End users
Summary Facts
• It’s all about Growth
Email marketing is gaining a greater share of the marketing wallet at the expense of traditional
advertising and offline media
TRENDS
Trends
• Primarily B2B marketing
Trends
• Email practitioner experience is generally low
Trends
• Personalization (and segmentation) are still lagging
Trends
• Inbox placement issues are plaguing European mailers and are now a differentiator for email marketers
Trends
• Email marketing is still identified as strategically important
Trends
• Revised privacy laws in the UK and EU are spurring efforts for email marketers to keep up with compliance
IDEAS & RECOMMENDATIONS
Ideas & Recommendations
• Privacy
Ideas & Recommendations
• Privacy
Ideas & Recommendations
• Testing
– 33% to 58% of email marketers are NOT testing
– Test more rigorously and beyond just subject lines, sender name, time of day and week, and spam filter scoring
Source: Email Marketing Industry Census 2010 by Econsultancy.
Ideas & Recommendations
• Program Documentation
Documentprocesses
Identify what has
worked/notworked in the past
Plan for overlap
Map out the future
Ideas & Recommendations
• Program Documentation
Documentprocesses
Identify what has
worked/notworked in the past
Plan for overlap
Map out the future
Ideas & Recommendations
• Deliverability Resolution
– List quality
– List hygiene
– Reputation
If you don’t already have it, get access to deliverability
specialists, NOW!
Ideas & Recommendations
• Win-back Email Campaigns
– The majority of companies do not use email marketing for win-back campaigns following the loss of customers
– 25% of all win-back campaigns have CTR between 10%-12%
– Email win-back campaigns have garnered conversion to sale or action of between 2% and 5%
Ideas & Recommendations
• Transactional email
Traditional “welcome” email to new subscribers
Opportunity to return to the website for additional benefit
RECAP
Recap
1. Email Marketing is on a GROWTH trajectory
Recap
1. Email Marketing is on a GROWTH trajectory
2. Many factors affect success for email programs
Recap
1. Email Marketing is on a GROWTH trajectory
2. Many factors affect success for email programs
3. A plan for the future
NEXT STEPS
Next Steps
1. Request a copy of the full FEDMA survey report[http://www.alterian.com/resource-links/campaigns/2010campaigns/FEDMAreport]
2. Review your email marketing programs and determine how, when, and where you can make improvements
3. Review country-specific privacy requirements and insure that your programs are in compliance
4. Engage with your sender (or find one that can meet your needs) if you need guidance or capabilities beyond what you currently have
Q & A
Email Marketing: How It's Working for Europe
A summary of the 2010 FEDMA Pan-European Survey
Ivan ChalifDirector of Product Marketing
Alistair TempestDirector General, FEDMA