Email Marketing: Find Out How It's Working for Europe

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

2

3

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

3

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

4

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

5

Email Marketing: How It's Working for Europe

A summary of the 2010 FEDMA Pan-European Survey

Ivan ChalifDirector of Product Marketing

@ivanchalifivan.chalif@alterian.com

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

@ivanchalifivan.chalif@alterian.com

Alistair TempestDirector General, FEDMA

atempest@fedma.org