The evolution of e-mail.

It’s all about mobility now.

With the proliferation of mobile screens in both the business and personal environments, it was bound to have an impact on the way that people interact with e-communications.

And now we see the extent.  Recently-released stats from e-mail software and analytics company Litmus in its 2019 State of Email report reveal that ~43% of all e-mails are now being opened on mobile devices.

That compares to ~39% being opened in webmail and just ~18% in desktop applications.

How this is playing out is pretty clear.  People are riffling through e-mails on their mobile devices to determine what to keep and what to delete.  They might come back to the saved e-mails on a different (larger) device, but the first cut is most often via mobile.

This sort of “triage” behavior is happening in the workplace as much as in personal communications.  What it means is that the initial impression an e-mail leaves has to be super-effective like never before. The “from” line and the “subject” line have to work harder than ever to draw the attention of the viewer and avoid a quick consignment to the recycle bin.

Only slightly less important are the first one or two sentences of the e-mail content — particularly for those people who choose to have preview options activated.

It’s putting more emphasis than ever on “mere words” rather than photos, other images or eye-catching design. In an ironic twist, we’ve come full circle and are now back to where it all started with messages hundreds of years ago:  words, words and words.

Another interesting consequence is the second look that some marketers are giving to direct mail, which — although clearly more costly than e-communications – does provide far better way to draw attention of a target audience through design and imagery instead of the quick trip to the trash bin.

The Litmus 2019 State of Email report can be downloaded here.

Is third-party marketing data on life support?

As a marketing professional for the better part of four decades, I can’t imagine any of us doing our jobs without soaking up as much data as possible to help with our decision-making.

And data accessibility is miles ahead of where it was when I first entered the marketing field.  Back in the day, “finding data” meant hitting the reference libraries to access government or other reporting – especially if you were lucky enough to be located within a reasonable distance of one.

There was the phone for real-time information-gathering … and also the FAX machine for quick receipt of “facts in brief” — not to mention the “wait-and-wish-for” mail and package delivery services.

If it was insight you needed from customers or prospects about a new industry or business venture, primary research was always an option — if you had the money and the time to allocate to the effort.

As for “first-party” data, that was available as well – but how often were we at the mercy of the bureaucratic machinations of in-house IT departments to get even basic data requests processed in a timely way?

All of which is to say that marketers have always used data – but the quantity wasn’t as great, while the timeframe of data acquisition was at a snail’s pace compared to today’s reality.

But now, after having become quite spoiled at the availability of all sorts of information, might it be that we’re regressing a little?

In particular, third-party information purchased in bulk, often from data aggregators, seems to be where the backsliding is occurring.

Consider ad targeting and building audiences: We have access to valuable first-party data thanks to website analytics and studying the results of our own e-mail campaigns.

There’s no question that the first- and second-party data which marketers are able to access are highly valuable in that the information creates efficiencies in campaigns and drives higher conversion rates. But theoretically, the ability to layer on accurate third-party data would take things even further.

There’s also been third-party behavioral data from three big behemoths — Google, Facebook and Amazon – that can be used for MarComm targeting purposes. But of those three platforms, just one of them allows third-party data to be made publicly available to end-users.

This poses challenges for the suppliers that aggregate and sell third-party data, as the quantity and quality of their information isn’t on the upswing at all.

Fundamentally, finding a good source for third-party data entails understanding what sources each data aggregator is using and the methodology it employs to collect the data.  Factors of scale, quality, reputation and price also come into play.

But despite best efforts, when testing third-party data for MarComm campaigns and lead-generation efforts the results are often pretty ugly — the data loaded with inaccuracies and basically terrible for efficiency metrics.

It doesn’t help that with the rise of Amazon as yet another “walled garden” of data, the “open web” represents a ever-smaller portion of the total ad spend — and hence also a decreasing amount of the third-party data that’s available to end-users.

With the veracity of third-party data becoming more suspect, it’s had an interesting effect on data management platforms, which are now focusing more on the actual messages themselves and not the “personas” of the people receiving the messages or how they were identified and targeted.

Is it possible for third-party data to provide good information to AI systems — intelligence that can verify and augment the value of the first-party data? If leading ad platforms can use such third-party data to enhance the accuracy and value of what they sell to advertisers, there still may be valuable material to work with.  As it stands, though, I’m not sure that’s the case.

What are your experiences?  Please share your perspectives with other readers here.

Successful marketers reveal the keys to more effective content marketing.

What differentiates B-to-B companies who carry out successful content marketing initiatives compared to those whose efforts are less impactful?

It isn’t an easy question to answer in a very quantitative way, but the Content Marketing Institute, working in conjunction with MarketingProfs, has reached some conclusions based on a survey it conducted in June and July of 2018 with nearly 800 North American content marketers. (This was the 9th year that the annual survey has been fielded.)

Beginning with a “self-graded” question, respondents were asked to rate the success of their company’s content marketing endeavors. A total of 27% of respondents rated their efforts as either very or extremely successful, compared to 22% who rated their results at the other end of the scale (minimally successful or not successful at all).

The balance of the CMI survey questions focused on this subset of ~380 respondents on both ends of the spectrum, in order to determine how content marketing efforts and results were happening differently between the two groups of marketers.

… And there were some fundamental differences discovered. To begin with, more than 90% of the self-described “successful” group of B-to-B content marketers reported that they prioritize their audience’s informational needs more highly than sales and promotional messaging.

By comparison, just 56% of the other group prioritize in this manner — instead favoring company-focused messaging in greater proportions.

Other disparities determined between the two groups of marketers relate to the extent of activities undertaken in three key analytical areas:

  • The use of primary research
  • The use of customer conversations and panels
  • Database analysis

Also importantly, ~93% of the respondents in the “successful” group described their organization as being “highly committed” to content marketing, compared to just ~35% of the respondents in the second group who feel this way.

Moreover, this disparity extends to self-described skill levels when it comes to implementing content marketing programs.  More than nine in ten of the “successful” CMS group of respondents characterize themselves as “sophisticated” or “mature” in terms of their knowledge level.

For the other group of respondents, it’s just one in ten.

Despite these differences in perceived skills, it turns out that content marketing dissemination practices are pretty uniform across both groups of companies. Tactics used by both include sponsored content on social media platforms, search engine marketing, and web banner advertising.  It’s in the messaging itself — as well as the analysis of performance — where the biggest differences appear to be.

For more information on findings from the 2018 Content Marketing Survey, click here.

“Same old, same old”: Retailers are sending the same e-mails to the same people.

As with so many aspects of marketing these days, data segmentation is key to the success of retailers’ sales efforts.

E-marketing may well be the most cost-effective method for reaching customers and driving business, but a recent analysis by Gartner of retail e-marketing activities shows that many retailers are employing tactics that are neither well-targeted … nor particularly compelling.

The Gartner analysis was performed earlier this year and published in a report titled Discount Emails — The New Playbook.  The analysis covered more than 98,000 e-mail campaigns conducted by 100 national retail brands.

Trumpeting discounts is one of the oldest tactics in marketing, of course, so it comes as little surprise that those sales messages are pervasive in e-marketing as well.

In fact, Gartner finds that more than half of all e-mail campaigns by retailers feature discounts in their subject lines.  Those discount messages are typically sent to nearly 40% of the retailers’ e-mail list — meaning that discount messaging targets broad segments of customers.

Gartner finds that those discount offers generate a ~16% open rate, on average.

Contrast this with retargeting and remarketing e-mails. They make up a much smaller fraction of the e-mail volume, but pull much higher open rates (around 31%).  Abandoned shopping cart e-mails generate an even higher average open rate of 32%.

“Welcome” e-mails tend to do well, too — in the 25% to 30% open rate range.

Gartner’s conclusion is as follows:

“Brands that employ less frequent, but timely, relevant e-mails triggered by customer site engagement or transaction outperform their peers.”

Gartner also found that the average national retail brand has more than 25% of its e-mail database overlapping with other national retailer e-lists, making it even more important for brands to differentiate the language of their e-mail subject lines and to engage in more data-driven e-mail targeting in order for their marketing to stand out from the pack.

Let’s see if the national retail brands get better at this over the coming year.

GDPR: What’s the big whoop?

This past week, the European Union’s General Data Protection Regulation (GDPR) initiative kicked in. But what does it mean for businesses that operate in the EU region?

And what are the prospects for GDPR-like privacy coming to the USA anytime soon?

First off, let’s review what’s covered by the GDPR initiative. The GDPR includes the following rights for individuals:

  1. The right to be informed
  2. The right of access
  3. The right to rectification
  4. The right to be forgotten
  5. The right to restrict processing
  6. The right to data portability
  7. The right to object
  8. Rights in relation to automated decision making and profiling

The “right to be forgotten” means data subjects can request their information to be erased. The right to “data portability” is also a new factor.  Data subjects now have the right to have data transferred to a third-party service provider in machine-readable format.  However, this right arises only when personal data is provided and processed on the basis of consent, or when necessary to perform a contract.

Privacy impact assessments and “privacy by design” are now legally required in certain circumstances under GDPR, too. Businesses are obliged to carry out data protection impact assessments for new technologies.  “Privacy by design” involves accounting for privacy risk when designing a new product or service, rather than treating it as an afterthought.

Implications for Marketers

A recent study investigated how much customer data will still be usable after GDPR provisions are implemented. Research was done involving more than 30 companies that have already gone through the process of making their data completely GDPR-compliant.

The sobering finding:  Nearly 45% of EU audience data is being lost due to GDPR provisions.  One of the biggest changes is that cookie IDs disappear, which is the basis behind so much programmatic and other data-driven advertising both in Europe and in the United States.

Doug Stevenson, CEO of Vibrant Media, the contextual advertising agency that conducted the study, had this to say about the implications:

“Publishers will need to rapidly fill their inventory with ‘pro-privacy’ solutions that do not require consent, such as contextual advertising, native [advertising] opportunities and non-personalized ads.”

New platforms are emerging to help publishers manage customer consent for “privacy by design,” but the situation is sure to become more challenging in the ensuing months and years as compliance tracking the regulatory authorities ramps up.

It appears that some companies are being a little less proactive than is advisable. A recent study by compliance consulting firm CompliancePoint shows that a large contingent of companies, simply put, aren’t ready for GDPR.

As for why they aren’t, nearly half report that they’re taking a “wait and see” attitude to determine what sorts of enforcement actions ensue against scofflaws. Some marketers admit that their companies aren’t ready due to their own lack of understanding of GDPR issues, while quite a few others claim simply that they’re unconcerned.

I suspect we’re going to get a much better understanding of the implications of GDPR over the coming year or so. It’ll be good to check back on the status of implementation and enforcement measure by this time next year.

Changing Cross-Currents in E-Mail Marketing

Many marketers find it one of the easiest marketing tactics to execute … but also one of the least effective in terms of results.

In the realm of digital marketing, e-mail marketing has to be one of the most mature choices of tactics these days. It’s been around for a long time, and its relatively small hard-dollar costs make it one a natural “go-to” marketing tactic for many companies.

But today, a declining percentage of marketers see e-mail as one of their most effective tactics in the digital marketing arsenal.

So, what’s the problem?  Many companies have the technology and skills in place to perform e-mail programs using in-house resources. That’s the good news.

The not-so-good news is that more companies are seeing their e-mail programs becoming less effective — for a variety of reasons. Among them are these:

  • E-mail filtering technology is making it more difficult to land e-mails into inboxes.
  • Privacy regulations are becoming more stringent.
  • Overuse of this marketing tactic means more e-mail messages than ever from more companies are being deployed – and with that, more of them are being ignored by recipients.
  • While e-mail used to be the only digital direct marketing game in town, today there are a bigger variety of ways to engage with customers and prospects.
  • Building a high-performing e-mail list that also conforms to regulatory stipulations is more challenging than ever.

This last point is particularly nettlesome for marketers: Data quality and data management are considered among the most difficult challenges for marketers – and also among the least effective in terms of their success.

So, in some ways the factors affecting the use of e-mail marketing are working at cross-purposes. E-mail marketing is easier to execute than other digital marketing endeavors … but as for its effectiveness, many marketers rate other tactics higher, including content marketing and search engine optimization.

In the coming years, it will be interesting to see how attitudes and behaviors regarding e-mail continue to evolve. Will this time-honored tactic decline in importance, or find new life?  Stay tuned …