Hosted by The Marketer Quarterly. Research by The Relevancy Group. Sponsored by MessageGears

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Hosted by

The Marketer Quarterly

Research by

The Relevancy Group

MessageGears

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David Daniels – CEO & Co-Founder – The Relevancy Group

President, Publisher, Founder – The Marketer Quarterly

@EmailDaniels @RelevancyGroup

Submit Questions via the Question and Answer Tab in the menu

Or via Twitter #TRGWebinar

Dan Roy – CEO, Co-Founder – MessageGears

@MessageGears

Nicholas Einstein – Senior Analyst, The Relevancy Group

Moderator of Today’s Webinar

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The Marketer Quarterly

A digital magazine for marketers

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We Are An Instant Gratification Real-Time Society

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Hair

dryer

Not an

iPad

Manicure

An Actual

Conversation

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While The Future is Now

Soon, We May Have More Time In Our Day To Multi-task

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And Remember Safety First

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Stay Relevant or Lose Subscribers

Adjust The Message Frequency

If Not, Lack of Relevance and

Intolerable Frequency Can

Create Deliverability and

Performance Woes

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18% 9% 9% 21% 26% 32% 37% 44%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None of the above

It is redundant to what the brand has already pushed me through the application that I have on my phone I have their App, they should message me this way Message is jumbled and not well formatted on my

mobile phone

When I click through it is too hard to see their full web-site on my mobile phone

Too small to read and interact with They are not relevant to me Sent too often, I get too many of them

Inhibitors to Email Marketing on Mobile Phones

Question Asked: What don’t you like about getting email marketing

messages on your mobile phone? (select all)

Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only

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Often We Blast Away Into a Ghost Town

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Do You Fly A Plane, Advertising Over Ghost Towns?

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73% 81% 90% 93% 84% 73% _69% 59% 42% 21% 27% 19%

10% 7% _16%

27% _31% 41% 58% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

13 to 18 19 to 26 27 to 32 33 to 38 39 to 45 46 to 53 54 to 60 61 to 70 71 to 80 81 or older

Mobile Email Adoption by Age - 2014

Yes No

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Question Asked: Do you currently access one or more of your personal

email accounts on a mobile device such as a cell phone, smart phone?

(select one)

Source: The Relevancy Group, LLC 2014 Consumer Survey n=1,011 3/14, US Only

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14%

31%

42%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

I forward messages to myself or to

another email account to read later

I use as my primary email device

I use it to triage my inbox - quickly

deleting or marking as unread

Mobile Phone Email Interaction Behaviors - 2014

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Question Asked: How do you use your mobile phone to interact with email

messages? (select all)

Source: The Relevancy Group, LLC 2014 Consumer Survey n=1011 3/14, US Only

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17% 19% 24% 21% 23% 31% 37% 29% 56% 34% 40% 31% 63% 17% 23% 30% 32% 37% 38% 39% 42% 49% 49% 50% 51% 73%

0% 10% 20% 30% 40% 50% 60% 70% 80% Pinterest

Catalogs Mobile Marketing (SMS, display on mobile) Call Center Digital Mobile Apps, (tablet, phone) YouTube Twitter Marketing Paid Search Marketing Facebook Marketing Print Direct Marketing Online Display Ads Field or Event Marketing Email Marketing

Marketing Channels Actively Utilized

Enterprise Mid-Market

Question Asked: Which marketing channels do you actively market in? (select

all)

Source: The Relevancy Group, LLC/Executive Marketer Survey n=274 Mid-Market n=137, Enterprise n=137, 10/14 US Only

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20% 17% 15% 15% 20% 28% 19% 19% 26% 24% 21% 26% 18% 18% 18% 20% 23% 23% 23% 23% 27% 28% 28% 29%

0% 5% 10% 15% 20% 25% 30% Coordinating strategy of our campaigns across channels

List turnover (i.e. subscriber churn) Automating campaigns across channels Lack of consolidated/integrated customer data Lack of budget to fund programs Adequate IT support for data extraction Analyzing campaign results across channels Managing frequency of messages across marketing…

Adequate IT support for marketing Adequate staff to manage our programs Coordinating marketing across departments and brands Managing our offers across multiple campaigns

Multichannel Campaign Challenges

Question Asked: What are your greatest challenges when developing

multichannel campaigns? (select all)(Selected top 12 challenges)

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15% 15% 15% 15% 27% 17% 31% 28% 26% 23% 33% 24% 24% 31% 37% 43% 13% 16% 22% 23% 23% 23% 28% 31% 31% 31% 34% 34% 35% 40% 49% 54%

0% 10% 20% 30% 40% 50% 60% Acquisition source code of the list

Email and Social Pass Along rate Clickstream analysis Recency of purchase regardless of channel Web App Interaction Social Influence rate Open rate on previous email marketing offers

Transaction activity/Purchase behavior Customer spending Frequency of purchase regardless of channel Click-throughs on previous email marketing offers Frequency of customer service contacts Customer profitability Customer satisfaction survey data Geographic data Demographic data

Data Used For Email Marketing Segmentation - 2014

Question Asked: Which of the following customer data attributes has your company used

to segment audiences for email marketing campaigns within the last six months? (select

all)

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31% 25% 21% 10% 5% _4% 3% 0% 5% 10% 15% 20% 25% 30% 35%

Less than 10% 11% to 20% 21% to 30% 31% to 40% 41% to 50% 51% to 60% More than 60%

Percentage of Automated/Triggered Messages

-2014

Question Asked: What percentage of the messages that you send are

automated, as in triggered messages based upon customer behavior?

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

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29% 27% 29% 36% 39% 31% 32% 33% 40% 46%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Increase relevancy of direct communications through the

use of dynamic content

Utilize real-time data Centralizing our customer data and making it actionable Improving segmentation and targeting Greater use of analytics in order to optimize our

communications

Top Five 2015 Priorities For improving ROI

Question Asked: What are your top five priorities for improving the ROI of your

email marketing programs in 2015? (select top five)

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20% 23% 18% 33% 28% 23% 20% 29% 19% 23% 29% 19% 20% 23% 23% 25% 27% 28% 30% 32% 36% 37%

0% 5% 10% 15% 20% 25% 30% 35% 40% Practice data householding

Track acquisition costs by channel Data hygiene and de-duplication data management Use email address as a unique customer identifier Know the value of email subscribers/email address value Store client data in the same schema for all channels Store customer data in channel specific databases Centralize customer data single record across channels Utilize predictive customer analytics Measure lifetime customer value Have a centralized data repository for our client data

Marketing Data Management - 2014

Question Asked: From the following list, please select the statement or

statements that best describe how you manage your customer data? (select

all)

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