Category Archives: Event

Ideas from the last Email Tracking Report and launch event

Back in October I attended the launch of the Email Tracking Report in London, which was a great event – with a great atmosphere and some refreshing new perspectives shared. It’s been a while and between moving jobs, I’ve been mulling over the findings from the report and the ideas shared at the event, and pulled a few together, with my own take on them here. The main themes were (surprise, surprise): device, relevance, and engagement. Let’s dive in.

Mobile campaigns impact brand before sales
According to the tracking report, people still don’t buy much on mobiles. Just 4% of respondents said they’d buy straight away on a mobile if they were emailed a product they liked. 39% of consumers who see a relevant email on their mobile will wait until they on a laptop or PC to purchase. Instead, consumers are using their mobiles as an email management tool – to skim subject lines and delete emails. When they get to their laptop, they’re looking at an already filtered list of emails that they have decided to keep…so far.

This left me wondering if this new behaviour reduces the negative impact of irrelevant messages, because they’re now deleted in a context where that’s the specific task and probably alongside multiple brands. People are engaging with emails on mobile in the way they engage with tweets – skimming headlines, dismissing anything that doesn’t trigger interest. Will we one day see a combined ‘inbox’ where tweets, emails, facebook statuses, SMS, and other ‘micro messages’ from brands are all viewed from one interface?

What you can do about it: if you want your messages to survive the mobile inbox so they can be acted upon on another device, you need a relevant and descriptive subject line and pre header, and a mobile template that helps viewers skim your content. Just don’t expect to see a dramatic uplift in sales on mobiles – it’s just not how people shop right now. One smart tactic I have seen used is the ‘send me this email later’ call to action. I will be trialling this in my own mobile-responsive campaigns and will keep you posted.

Consumers expect email relationships
The number of consumers that say they want to be rewarded for their loyalty has almost tripled since 2011. Consumers are subscribing to fewer brands than before. 55% don’t access emails at work, so when your marketing messages get read by most consumers it’s their own precious time they’re spending. All round, consumers are more selective. To me, these stats indicate a growing level of commitment on the consumer’s side – that subscribing means more than it used to, and that our email exchange is meaningful to them. It’s not one-way, or a one night stand, it’s a relationship.

What you can do about it: specifically deliver what your subscribers have asked for, in a consistent way. Make a concerted effort to find out what that is or was, and respond with the right stuff. Most importantly, keep in mind that the relationship is volatile and don’t threaten it with messages that disappoint. View email messages as part of an ongoing brand experience or relationship, as opposed to individual ‘campaigns’ in isolation.

Think harder about relevancy
Marketers are obsessed with relevancy, constantly trying to reach customers with exactly the right thing. And yes, relevancy is vital. But an irrelevant email is not a disaster. Take a look at these stats from the report:

1. A third of consumers say that over half the email marketing messages they receive are relevant.
2. They also said that they have now use mobiles, to delete the irrelevant messages without reading them.

What this means: If consumers perceive most messages to be relevant, it’s likely because they only sign up for, open and digest the relevant ones, especially now that they are using mobiles to ‘skim and delete’ the ones that aren’t.

What this means for you: keeping the mobile ‘skim and delete’ habits in mind, if consumers have to open email to work out that it’s not relevant, that creates a worse experience than having to delete it because the subject line tells you it’s not relevant, so aim to qualify opens with a descriptive subject line as well as aiming to make the messages relevant. That minimises potential disappointment all round. You should get less opens but your click through rate will go up. The right people will be opening. The right people will be deleting your emails which is not a bad thing. And if you’re not sold on that, check out the Open Reach report which explains more on this.

Better than sorting tabs and email ads
I was unsurprised to hear at the event in the report that consumers were not fazed by new inbox sorting technologies, like Gmail’s tabs. Of course as email marketers we think it’s a big deal.

Brands want to encourage loyalty and repeat purchase, and consumers have told the us they want to be rewarded for that loyalty. given the big three email providers are also the big three search providers what I want to see it them helping both of those parties meet those goals by integrating search and email.

The main opportunity I see is “promotions’” emails (as gmail call them) organised in the promotions tab according to search data. And vice versa.

For example, If I search online for a red toaster, and a brand has previously emailed me a deal on toasters, which I haven’t noticed – I want to know about it. I would welcome Google Search highlighting that (unopened, even deleted) message for me, for example, in my search results, or Google+ notifications tab. As a consumer, I’d value this, and as a marketer, I’d pay for it. In fact, it wouldn’t surprise me if Gmail were already using email engagement as one of the thousands of ways that they personalise search results. Has anyone seen evidence of this?

And that’s it. Credit where it’s due – the good and bad ideas above were seeded by the event’s speakers: Dela Quist from Alchemy Worx who got me excited about email again, David Cole from FastMAP who shared the data that gave us something to talk about, JC Mighty from DMG media who’s had the best quote of the day “Email is your shop window; social media is the coffee shop across the road.”, and Fiona Robson from the DMA who made sense of everyone’s ideas, as well as the tweets I read on the day.

The report is packed with stats and insight on that way consumers are engaging (or not) with your emails. Check it out and please do share your own thoughts below.


International Email Marketing Summit @YourDesk November 15th 2012

Chris Combemale
Join the Executive Director of the DMA, Chris Combemale and other renown email marketing experts at the 2nd virtual International Email Marketing summit being held @YourDesk on November 15th 2012.

Chris explores innovations for the direct and interactive marketing industry and will showcase examples of how brands can harness the power and personalisation of direct marketing to get closer to consumers and convert prospects into profitable advocates.


Twelve educational webinars with some of today’s most sought-after email experts,
including Case Studies from Thomas Cook and Philips! 

In addition to proven email strategies for 2013, we’re covering:

  • B2B and the role of email
  • Frequency – how many is too many?
  • Email as part of the Multi-channel mix
  • Using transactional emails to upsell & cross-sell
  • Using Loyalty to drive revenue
  • Social & email integration
  • Tactics to optimise conversions for Retail
  • Best practices in email design and engagement tactics for mobile devices

** Live and on-demand access right from your desk **

Check out the agenda and register now »

no registration fee!

Come in and out of the live show as your schedule permits, then catch anything you miss using our on-demand recordings, at your convenience.

Here are some tweets from our 1st summit in May:

@MattRoyale: #IEMS12 is rocking my world today…

@omgitsonlyalex: Get involved with #IEMS12 if you’re not already, plenty of brilliant presentations coming up: #emailmarketing

@savinavalentina: So much great content at the #IEMS12! How many webinars in a day is too many?! #MarketingSummits #email #marketing

@designedbypaul: RT @iamelliot: lots of good email marketing stuff on #IEMS12 today

@christyshannon: Loving the information and accessibility of the #IEMS12 digital email summit. Listening to email + social now.

@ememsit: Getting some really good information from #IEMS12

So register for free now!

LOCOG deserves a gold medal for email marketing


Well the Olympics was pretty stunning, wasn’t it? I think it’s fair to say that London 2012 delivered and then some. Olympic fever gripped the nation and left us all clambering for information as Team GB soared up the medal table.

As the main Olympic broadcaster in the UK, the BBC certainly gets a fair dollop of credit for the 24/7 coverage it provided across the full spectrum of digital channels. But I think LOCOG – the organisation in charge of running the Games – needs to be commended. The London2012 official website did a great job of providing real-time updates and the mobile apps were another leap forward providing information whether you were attending events live or just catching up on the train.

But, for me (as you can imagine!), the way LOCOG used email was particularly interesting. And I was very, very impressed.

Every day, I woke up to find a ‘Today at the Games’ email waiting for me. Across the spectrum it really ticked the box, offering a one-stop shop with all the detail and information needed to plan every Olympic day. Not only this, but one of my friends who went to see the handball received an email on the way to the event advertising related handball souvenirs that could be purchased onsite or online – a great personalised upsell opportunity.

In particular, these areas really stood out:

  • Calls to action – there are powerful calls to action throughout this email. Whether it is viewing further information (like medal tables) on the website, downloading the mobile apps or topping up your Olympic merchandise in the official ecommerce store, these are all designed to encourage engagement.
  • Personalised – the email I received was clearly targeted to someone living in the UK, supporting TeamGB. In fact, right up there in the top right hand corner, you can see the postcode you registered with and the country you are supporting. There are also links to allow you to change these options. Fantastic! With an event like the Olympics, where there is so much going on, selecting the right content for each recipient is vital to success.
  • Mobile – these emails are great examples of responsive design. When viewed on an iPhone (see image) the two-column structure you see on a desktop email client automatically shrinks to a one-column version. This makes it easy to read and visually appealing, no matter what device you are viewing the email on.
  • Images – this email has a great balance of images and text. Images are used sparingly to ensure that the email size isn’t too large but, when they are used, it’s in a way that really brings the message to life and engages anyone that opens.
  • Content – there is a perfect mix of content in this email. It’s actually quite long, which isn’t a bad thing at all. More important is the fact that content is varied throughout the email. There’s a mixture of news, features and calls to action. There really is something for everyone here; you don’t need to be an Olympic obsessive to get value but the message perfect captures the excitement around the games.
  • Sharing – links to social media channels are clearly visible in this email and, with the large numbers of social media that ran throughout the two weeks, it’s no surprise to see LOCOG making the most of this. The ‘forward to a friend’ link is also prominent in this message.

This is a real value-add email. With so much information being shared about the Olympics over the last two weeks, making sense of all the noise was a real challenge. This email hits home by providing a succinct but detailed companion to what many think was the greatest sporting show this country has ever seen.

Event DMAEmail+ – bringing a multichannel approach to list growth

The DMA Email Marketing Council have launched a series of events called DMAEmail+. This series will give you the tools and insight to take a multichannel approach to your email marketing.

The first in the series looks at list growth and takes place Tuesday morning, 17th of July.  Our  speakers will take you through tips and tactics, plus provide case studies that will give you real takeaways you can use to grow your email lists, including using mobile, social and websites to accelerate your results.

The event agenda

Speakers include  Richard Austin of  Silverpop, Kath Pay of PlanToEngage, Tim Watson of Zettasphere and Dave Chaffey of Smartinsights. A wrap-up discussion panel, led by Richard Gibson of ReturnPath, will give attendees the opportunity to put questions to all the speakers. (complete agenda)

The first part of the event is split into two sessions (you’ll select at registration). One session provides tactics  – both off and online – proven to grow your list. The other session shows you how to prepare and maximise your website for list growth.  Then, all attendees will hear two case studies highlighting  how a multichannel approach works.

New feature added: Email Clinic

Something very cool too:  We’ve introduced a new element to these events – the opportunity for companies to sit one-on-one with email marketing experts to get immediate and relevant input on their own challenges.  This email clinic is being brought to you by sponsors Silverpop. Spaces are filling up quickly, so book your session now! contact or 020 7291 3349

We hope to see you there!

Event: DMA Email+ – a multichannel approach to growing your list
Location: 15 Hatfield
Date: Tuesday, 17 July 2012
Time: 08:30 am -11:30 am
Event Fee: DMA Members Free, Non-DMA £ 36


DMA Email Client Benchmark Report

A few weeks back, the DMA launched their annual look at what client side marketers think of email marketing. For those that have not seen the report yet, you can download it here (DMA membership required). The results from the report show that 2011 was another resounding year for email and that email marketers’ priorities have been shifting.

In fact, Justin Pearse – Editor of New Media Age after listening to the presentations commented that “Email marketing has proved its value but it needs to be viewed as more than your reliable marketing warhorse.  Email marketing always delivers solid results. Its return on investment can be startling. However, to really leverage the power of this channel marketers need to ratchet it up a notch.” You can read all of his commentary here.

This was reflected in the presentations on the day. Some of the key takeaways were:

1. The lack of resource internally for email marketing remains a major challenge. In fact 4 out of the top 7 issues email marketers face related to resource in 2011.

2. Staying with resources challenge, Olly Beckett from Opodo commented on balancing his time between social media and email marketing.

3. Email marketers are moving beyond focusing on deliverability and open/click rates and focusing on conversion rates instead.

All the presentations from the event are now online and can be found using the links below:

Findings from the Email Client Benchmark Report – Fiona Robson, Rocketseed and Anthony Wilkey, Emailvision.

Email: Still my favourite channel – Olly Beckett, Opodo.

Are marketers still maximising the ROI in this channel and could outsourcing be the key to scalign up your email marketing programme – Dela Quist, Alchemy Worx


Event: Email customer lifecycle: List growth, May 22nd

May 22nd, 2012 8:30 AM   until   11:30 AM
15 Hatfields, London
SE1 8DJ, United Kingdom

The series is back for a third year and is a must for all email marketers looking to improve their ROI and explore the customer journey.

Join us for breakfast on Tuesday 22 May and hear how HostelBookers and Lucky Voice grew their databases. Speakers will also demonstrate how you can use social media and mobile to enhance your lists.

This first session is divided into two break outs:

New tips and tactics for email list growth
From offline to Facebook, this session uncovers database growth tactics that work. Richard Austin of Silverpop will draw on real life examples, including growth metrics and best practice guidance to help you do more with your next acquisition campaign.

HostelBookers will then present a multi-channel case study where they generated  a significant database growth!

How to optimise and test subscriber forms
Alchemy Worx will go through the most successful strategies for testing and optimising your subscriber forms.

Tim Watson of Zettasphere will round off this session with an outstanding case study from Lucky Voice. They achieved 112% list growth and you will hear the secrets of their success!

The day will finish with a lively panel debate where you can put your questions to the morning’s speakers.

To see the full agenda please click here

Other dates in the series are:

Email customer lifecycle: Conversion
Tuesday 17 July 2012

Email customer lifecycle: Retention
Tuesday 18 September 2012

Email customer lifecycle: Win-back
Tuesday 20 September 2012


Sponsored by

Phone: 020 7291 3349
DMA member (inc VAT) £ 0.00
Non-member (inc VAT) £ 36.00

Event: National client email report, 17th May

ay 17th, 2012 8:30 AM   until   11:00 AM


At this breakfast briefing we will be going through the findings of our annual client email report and key statistics to come out of the survey.

You will hear from leading travel company Opodo and find out what clients really think about email. You will get the answers to many email marketing questions: How important is email to clients? How much of their marketing budget does email account for?

Alchemy Worx, sponsors of the report, will pose the question Are marketers maximising the ROI in this channel and could outsourcing be the key to scaling up your email marketing programme?”

The morning will round off with a panel discussion where more questions will be asked and you can put yours to our host of experts!


8.30am  Registration and refreshments

9.00am  Welcome from the chair

9.10am  Research findings, Fiona Robson, managing director, Rocketseed and Anthony Wilkey, strategic client director, Emailvision

9.40am  Are marketers maximising the ROI in this channel and could outsourcing be the key to scaling up your email marketing programme? Dela Quist, chief executive officer, Alchemy Worx

10.05am  Email: Still my favourite channel, Olly Beckett, web editor, Opodo

10:35am  Panel discussion Dela Quist, chief executive officer, Alchemy Worx, Fiona Robson, managing director, Rocketseed, Anthony Wilkey, strategic client director, Emailvision, Olly Beckett, web editor, Opodo

10.55am   Closing remarks from chair

11.00am   End

Phone: 020 7291 3349


Where: The King’s Fund
11-13 Cavendish Square
London, W1G 0AN
United Kingdom

Register Now

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