www.figarodigital.co.uk
Alpha Mail
John Fleming, VP Marketing at emarsys considers the current and future state of email marketing and explains why relevant content will always be fundamental
A
couple of years back there was a suggestion that email would be superseded by social media. That hasn’t really happened. How do you judge the current state
of email marketing? The email market has matured, both from the perspective
of providers and the people who consume emails. My wife, for
doesn’t have a Facebook account. But she is signed up for updates from lots of fashion blogs and magazines. Yet even though she’s subscribed to all of these, she’s still selectively choosing which emails she’s going to open. Despite the focusing down and the preference which says ‘I’m interested in that, but not in that.’
where email marketing used to be when people still saw it as a
‘spray and pray’ medium. As consumers we’re all becoming much brand, an association, an engagement with your audience. There was a recent census from Econsultancy which found that 70 per cent of the marketers surveyed said that email is either excellent or a good return on marketing investment. As we’re all driven more and more by ROI, we need to prove what we’re email offers a direct response.
What are some of the key factors marketers need to bear in mind when planning and implementing automated email campaigns?
complex process. My advice is really to make sure you plan what you want to achieve. Lots of people are sending out a triggered campaign in response to an order, but they’re not building on that. This should be an opportunity to engage further with the customer, to say ‘thank you’ and present them with offers. Provide incentives and then think about your next step. How can you stimulate that customer to purchase a second time?
Automation within a lifecycle campaign can bring much
greater results and generate stronger loyalty, but automation outside lifecycle marketing tends to be sparse and ineffective. These are things we’ve known about in the retail sector for a along the lifecycle with effective, targeted and relevant email campaigns.
How do you see the relationship between email and mobile evolving?
While we’re seeing more and more emails being opened on mobile devices, the number of clicks done on a mobile is actually quite low. If people don’t think about mobile when they’re creating and designing their emails, then email is going to become less effective over the coming years. Optimising for mobile creates big challenges for some companies because they have to create who opened their last three emails on a mobile device and send them the mobile version. And of course that doesn’t mean those you need to optimise for both. In the future, however, I don’t think people will look at what content. Content has always been the king of marketing and will continue to be so. But relevant and timely content will become a corner from your shop or business. That’s an area, I think, that’s really exciting.
John Fleming, VP Marketing at emarsys
emarsys.com Interview by Jon Fortgang
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