Adestra is showcasing MessageFocus Conversion Capture at Internet World 2013 to help brands start using automated abandoned basket emails – as it’s proven to produce the best ROI from any automated email campaign process, yet under 20% use it. [Results from latest Adestra/Econsultancy Email Marketing Industry Census 2013 that surveyed 1,329 digital marketers].
Conversion Capture allows brands to maximise their online store conversions by ‘recapturing’ those who have abandoned their baskets and encourages them to complete their purchase.
Using Conversion Capture means marketers can identify when a visitor has dropped off a transaction process, and automatically target them with relevant and real-time email campaigns to remind them of the abandonment and encourage action. It works by capturing the information needed to re-engage a site visitor, such as: name, email address and the contents of their basket using cookie-less technology. Crucially, automating this process also helps marketers in retail and financial services to save time – spending less time on creative and using this simple re-marketing data frees them up for more strategic activity (see ‘time spent’, below).
Also available to see at their stand is the new MessageFocus form builder. This will come as a blessing to the majority of marketers who ‘hate’ the data part of the email marketing processes in email marketing according to the Adestra/Econsultancy Email Marketing Industry Census 2013 results.
Thankfully the new form builder makes managing the 16% more data currently owned by marketers automatic, as are the responder emails, triggered each time a form is submitted. Adestra’s new data capture functionality also negates the need for HTML experts thus saving email marketers valuable time and contributing to the ROI benefits of email as a channel.
New Sector Research
For those that have ever wondered which sectors use email more effectively than others or how their sector measure up – visitors to the stand (E2080) can download a free census report with the Top 10 key results by sector (all data was analysed from Adestra/Econsultancy Email Marketing Industry Census 2013).
Internet World Presentations
Reena Mistry, Adestra’s Marketing Director, is presenting in the Email Theatre on Tuesday 23rd April at 4pm. It’s entitled: Challenging the misconceptions about mobile email. Mobile email is here to stay – with the wealth of information available, what should you do first to optimise your email marketing programme?
With 43% of financial services companies (and 30% of retailers) having a ‘non-existent’ mobile optimisation strategy, it should be high on visitors’ agendas!
Additionally, two video presentations will take place each day on the Adestra stand – sharing key results from the Email Census, also hosted by Reena.
When: Tuesday 23rd – Thursday 25th April
Where: At the Adestra stand (E2080)
Optimising emails for the mobile channel is still not being given the priority it should, finds new research. The Adestra/Econsultancy Email Marketing Industry Census 2013* surveyed over 1300 marketers and shows more emails are being read on mobiles – unsurprising given the growth in popularity of this sector – but optimisation is still poor or non-existent.
71% of companies have a ‘non-existent’ or ‘basic’ email optimisation strategy for mobile devices. While optimisation has shown a slight improvement from last year, there is still a long way to go.
Marketers recognise the need to make their emails ‘mobile-friendly’ and say it’s a key focus. Both companies and agencies agree that they need to focus on creating mobile optimised emails in the coming 12 months – creating ‘mobile-friendly emails’ was in the top 3 priorities for companies (22% said this), the largest change since last year, and top priority for agencies at 31%, again showing highest growth in a year.
Looking at the proportion of emails being read on mobile devices, there is still a massive quantity of unknown data. One third of marketers have no idea if their campaigns are being read on smartphones, tablets or other mobile devices. While this shows a significant improvement over last year (48% answered don’t know in 2012), it shows a lack of behavioural understanding and lack of tracking of this growing channel.
Without this data, marketers don’t know if, or how, they should be optimising their email. For those that can track the device used, 14% of companies now say that a large percentage (40%) of emails are read on mobile devices, up from just 4% in a year.
While mobile marketing is rated lower than many of the popular channels for delivering ROI (eg email marketing, SEO, Affiliate marketing etc), 40% still say it provides an ‘excellent’ or ‘good’ return. Mobile has seen the largest relative ROI increase of any channel since 2008 – up 22%. It’s a growth channel, and it’s now delivering ROI, this is a channel to watch.
*This is the seventh annual Email Marketing Industry Census, and is the largest survey of its type in the UK. More than 1,300 respondents from a mixture of in-house teams, email service providers (ESPs) and digital marketing agencies took part, which took the form of an online survey in January and February 2013.
Register for our webinar
The Adestra and Econsultancy Email Marketing Census results are hot off the press, with some surprising results. 61% of email marketers rate their email marketing as ‘poor’ or ‘average’. Email is a mature channel and a serious revenue generating tool – so why is performance so low?
Join us for our webinar and gain a unique insight into the email marketing industry and how you can stay ahead of the game. As an additional bonus, all attendees will also receive a copy of the report worth £250.
For those asking just where the time is being spent on email campaigns, new research reveals the answer, and highlights changing behaviour from six years ago. The Adestra/Econsultancy Email Marketing Industry Census 2013* surveyed over 1300 email marketers in the UK and looked to breakdown time spent on different activities.
Almost two thirds (62%) of marketers spend two or more hours on design and content for a typical email campaign, of that almost one fifth (18%) spend more than 8 hours for each campaign (ie a whole day!). This might imply that the system they are using is taking too long – so they could look to use time saving technology and improve working practices with their ESP (email service provider).
Marketers aren’t spending equivalent time optimising their emails. In fact, over a quarter (27%) spend no time on it at all. With little focus on campaign optimisation, improving response rates is difficult. Ongoing optimisation is fundamental in email marketing – this helps the whole process evolve and improve – eg personalisation, relevance, deliverability.
Companies appear to be spending a lot of time on making emails look good, and less on driving response rates and therefore ROI. So investment in design and content may be wasted if the email isn’t delivered effectively, or is not rendered properly.
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