E-mail advertising and marketing is probably not seen as probably the most thrilling channel – it’s also known as a bit drained and uninspiring – however nonetheless it stays central to many manufacturers’ communications methods. And whereas some predicted its demise just a few years in the past when social media grew to become more and more dominant, its dying is in no way imminent.
In reality, due to the arrival of recent applied sciences, that are making it “extra attention-grabbing and interesting”, e-mail is experiencing one thing of a revival, in line with Saul Lopes, buyer lifecycle lead at Virgin Holidays.
“It’s changing into cool once more,” he says. “E-mail is producing some huge cash and, in my view, it’s having a rebirth; many corporations are rethinking it.”
Given return on funding for e-mail elevated from an estimated £30.03 for each £1 spent in 2016 to £32.28 in 2017, in line with the DMA’s Marketer E-mail Tracker 2018 report, it’s no surprise 86% of entrepreneurs say it’s ‘vital’ or ‘crucial’ to their multichannel advertising and marketing technique.
In reality, 73% of entrepreneurs price e-mail because the primary digital channel for ROI, in line with a separate research by Advertising Week’s sister model Econsultancy, which additionally suggests e-mail advertising and marketing generates round £29bn of retail gross sales yearly within the UK, excluding offline gross sales influenced by e-mail.
Profitable e-mail advertising and marketing campaigns
Lopes says e-mail performs a “enormous position” in Virgin Holidays’ advertising and marketing technique as it’s the second largest income driver after PPC.
The model makes use of e-mail to extend gross sales in any respect factors on the shopper journey – pre-booking, post-booking and post-holiday. This large remit means the important thing intention is to “handle buyer interactions of the entire journey moderately than a advertising and marketing or service touchpoint.” Consequently, it has a special technique for every stage of the shopper journey and “e-mail advertising and marketing takes on a special kind of beast in every of these methods”.
Lopes led the group that gained the e-mail class at Clickfunnels pricing Advertising Week’s Masters of Advertising Award in 2017. The model labored with synthetic intelligence agency Phrasee to “create higher topic traces in an effort to have higher attain” and tech firm Movable Ink to “turbocharge content material” by utilizing real-time knowledge similar to reside climate feeds, pricing and numbers of individuals taking a look at sure presents. It additionally put in Adobe Marketing campaign to centralise and coordinate communications throughout groups and channels.
The contextual e-mail marketing campaign, which aimed to be “visually interesting but in addition well timed, related and useful to every distinctive e-mail recipient” in an effort to convert web site visits into bookings, led to a 31% enhance in web site visitors. Consciousness by way of emails opened, in the meantime, grew by 65% in contrast with the earlier gross sales interval, and whole margin from CRM communications elevated by 37% to £10.6m of income.
READ MORE: Improvements in unsolicited mail assist manufacturers shout louder within the digital period
Most cancers Analysis UK additionally makes use of e-mail at each stage of the shopper journey. Sarah Pickersgill, head of fundraising merchandise and communities advertising and marketing on the charity says e-mail is “an vital half” of its advertising and marketing plan because it permits the organisation to simply talk with supporters about its work.
It’s used all through the entire buyer journey, “from acquisition to loyalty communications” and is especially useful for chatting with supporters as soon as the charity is aware of supporters are doing one thing to lift cash.
We work laborious to good the tough mix between personalising our inspiring e-mail content material in order that it’s related to the person, with out making our members really feel focused.
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Whereas e-mail campaigns are “nice for holding supporters up to date on an enormous number of topics, in the end all contact needs to be related to that particular person,” says Pickersgill. “There needs to be a particular want, versus sending an e-mail with out a outlined intention.”
The charity actively measures e-mail open and click on charges, in addition to technical elements of how emails had been delivered and consumed.
At Virgin Holidays, success is measured in numerous methods. “In advertising and marketing comms, we measure success utilizing our attribution mannequin and the way a lot incremental advertising and marketing it generates. We take a look at all of the advertising and marketing touchpoints and the way they affect conversion after which we create an attributed income determine for these touchpoints,” explains Lopes.
The model has one other set of KPIs which can be extra buyer experience-led, “so we take a look at buyer satisfaction scores at every level of the journey and see if these scores go up”. It additionally appears at engagement charges and open and click-through.