Email Can Launch Customer Obsession

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Consumer Marketing 2018

Shar VanBoskirk

Email Can Launch Customer Obsession

2

4/4/2018

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3© 2017 Forrester Research, Inc. Reproduction Prohibited

▪ I know about aerodynamics and fluid dynamics

and how things move through the air, about the

certain size of rocket nozzles, and thrust, but

that’s not science, that’s just a formula.

▪ The earth is flat

▪ There’s no difference between science and

science fiction

Mike’s commonly held beliefs


▪ Email marketing is just good for promotions

▪ Clicks and opens are the right metrics of

email marketing effectiveness

▪ Our emails are interactive

▪ Segmentation and dynamic content will

make email relevant

Other commonly held beliefs

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Source: Epsilon Q2 2017 Email Trends

Email performance hasn’t changed


Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (part 2), 2016 and Forrester’s North American Consumer

Technographics Online Benchmark Survey (part 2), Q3 2012 (US, Canada)

You’ve had the same (lackluster) response to your emails for 6 years

9%

31%

34%

40%

41%

6%

28%

41%

40%

44%

I often buy things advertised to me through email

I often wonder how companies that send me email offeres got myname and email address

Most email ads I receive don't offer anything that interests me

I receive too many email offers and promotions

I delete most email advertising without reading it

“Which of the following statements about email marketing do you agree with?”

2012

2016

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Source: Forrester Email Marketing Assessment version 5.0

9 out of 10 email programs fail

Base: 100 email campaigns


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Why do we accept email’s poor

performance?


Email marketing can be your

wedge into customer obsession.

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Customer led

Insights driven

Fast

Connected

Customer-obsessed operating principles

FROM

Customer aware

Data rich

Perfect

Siloed

TO

12© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Why email?

•Ingrained

•Inexpensive

•Intimate

•Adjustable

•Addressable

•Compliant*

Image credit: http://solopracticeuniversity.com

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Hack your email marketing

program.


1) Make email more than just an

ad medium.

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Use email as a cross platform connector…

•AmEx identifies user by her

email address

•Recognizes an itinerary for

international travel from a

credit card purchase

•Automatically updates travel

notification for the card

•Keeps the user informed


…A customer profile builder…

•Dutch hotel room

reseller HotelSpecials.nl

improved its conversion

rate by 152% by

curating offers based on

a 6 week email click

history.

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…A lab environment

•Ebay optimizes its

shopping and Pinterest

pages based on email

click behavior.


2) Develop email as a digital

experience.

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Content

•Hotel Tonight

offers available

rooms with real

time pricing

based on

location at time of

email open


Templates

•Mizuno developed an

email where users could

build their own baseball

glove and then buy or

share it, directly from

the email.

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Source: Rebelmail

• Interactivity directly

within an email enables

in-email commerce,

registration, collection of

feedback


Experiences

•Dunkin Donuts recaps

satisfying brand

interactions through

“year in review” emails

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• Mobile email openers

can use virtual reality to

see how Wayfair

products will look in their

homes.


3) Tenure your email team.

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• PicMonkeys seats every

employee next to a

person from a different

business function

• Starbucks uses Time

Limited Assignments

(TLAs) to reward and

educate employees and

expose them to

alternate functions

• Mastercard and Mars

use reverse mentoring


Source: Forrester’s Forrester/Internet Retailer Q1 2017 Global B2B Buy-Side Online Survey

26%

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It’s time to work differently.


Start with email marketing.

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Thank youShar VanBoskirk

[email protected]

Documents

Email Can Launch Customer Obsession