At Business Insider Intelligence, our mission is to bring you the most important insights, data and analysis from the digital world. So when we come across outstanding research from our partners that we think our audience can benefit from, we like to make sure you hear about it. That's why we're giving you a preview of eMarketer's new report: Email Marketing 2019. You can purchase and download the full report here.
Email is still at the center of marketers' digital programs. No surprise there; it offers several benefits: It's an owned communications channel, it's permissioned—meaning consumers have opted in and indicated interest—and it's a traditional marketing channel that most marketers are thoroughly experienced with. "We treat our email marketing program as an opportunity to strengthen and deepen engagement with our most loyal users," said Lawrence Scotland, senior vice president of digital and brand marketing at frozen meal brand Luvo. "And we use it as an outlet to solidify and drive credibility in the nutrition and health and wellness space, which is the area that we play in." In eMarketer's latest report on the topic, Email Marketing 2019: Still a Leading Touchpoint for Marketers and Consumers Alike, we look at the trends shaping email marketing practices next year. Here's what should stay top of mind for retailers. Personalization Personalization is a leading trend across marketing communications, as brands continue to turn to data to optimize all their marketing activities for maximum relevance and effectiveness. But the reality is that most emails are still not very personalized. Cross-channel personalization software firm SmarterHQ has been tracking retail emails for a study, after signing up for dozens of top retailers' email lists in July 2019. As part of the project, SmarterHQ also heavily browses the retailers' websites and adds a couple of items to a cart to more fully test the retailers' email programs. Most of the emails SmarterHQ received weren't personalized, but there was significant variation among retailers. For example, out of 25 emails Walmart sent the researchers in August, just one was personalized based on behavior. But Target sent 23 behaviorally personalized emails out of a total of 41 for the month. Asked why retailers were still so behind on what the industry considers a best practice, Michael Osborne, CEO and president of SmarterHQ, pointed to inertia. "Either they find it difficult, or they're addicted to the way that they've always done it," he said. "Every extra dollar of revenue counts, even if it's detrimental in the long term for their customer base and loyalty." Consumer Privacy Regulation Email is a permissioned channel, and email marketers are used to working under regulations like the CAN-SPAM Act in 2003, which set rules for what constitutes that permission. But the recent round of consumer data regulations like the EU's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) in the US can also affect email programs. For example, if marketers are personalizing their email communications, they would need the proper consent to use the data inputs for that purpose. And if marketers are measuring the results of their email program by tying an individual's metrics to that same individual's data across other channels, they would need consent for that, too. Frequency In November 2018 polling by Alliance Data, the vast majority of US internet users wanted to control the frequency with which they received branded email. But just 10% of retail marketers said they met that expectation well. Most of the practitioners interviewed for the email marketing report said they determined messaging frequency through some type of data-driven approach. "We use email pretty heavily," said Lisa Craveiro, director of marketing at direct-to-consumer (D2C) clothing brand Indochino. "We definitely aim to send no more than two emails to a subscriber in any given day. One is really ideal." Indochino determines message frequency based on a combination of settings in a preference center, past purchase behavior and email engagement metrics. Other senders that also took a data-driven approach found sending fewer emails worked well—different cadences make sense for difference lists with different audiences and expectations. Want to Learn More? Email Marketing 2019 details estimates of consumer email usage, the latest benchmarks for email performance and analysis of trends in email marketing this year and next. Topics discussed in this report include:
How consumers are using email Email marketing benchmarks Email marketing trends
In full, this report contains:
2 Detailed files: Exportable files for easy reading, analysis and sharing. 12 Data-rich charts: Reliable data in simple displays for presentations and quick decision making. 14 Expert perspectives: Insights from industry and company leaders.
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These are the top 5 UK financial institutions ranked by the mobile banking features consumers value most (LYG, BCS, NBS, CYBG, RBS)
This is a preview of a research report from Business Insider Intelligence, Business Insider's premium research...This is a preview of a research report from Business Insider Intelligence, Business Insider's premium research service. This report is exclusively available to enterprise subscribers. To learn more about getting access to this report, email Head of Enterprise Subscription Sales Chris Roth at email@example.com, or check to see if your company already has access. The UK's top banks are going to new lengths to make their mobile channels more attractive to customers, as customers stream into digital channels and as the challenger bank threat looms larger. In Business Insider Intelligence's first annual UK Mobile Banking Competitive Edge Study, exclusive data shows that 72% of all UK respondents surveyed use mobile banking. Of those that use mobile banking, 82% said mobile was their primary banking channel and 62% said they would even change banks if the mobile banking experience fell short. In response, digital teams at high-street banks like Lloyds are placing mobile channels at the heart of their digital transformation initiatives. And in its latest annual report, Lloyds Banking Group said 2018 was the first time it met more of its "customers' simple banking needs via mobile than any other channel." In the UK Mobile Banking Competitive Edge Report, we take a deep dive into this trend by benchmarking the largest 10 financial institutions offering zero-fee current accounts in the UK on whether they offer the mobile features that customers say they care most about. This 63-page report draws on two exclusive data sources: a benchmark of the 10 largest UK financial institutions by 33 features and a UK consumer study on the desirability of each of those features. This research gives digital teams a data-driven look into which highly in-demand features, like card controls, they should focus their attention on. On the other hand, it also spotlights which features should be deprioritized, by showing that voice banking has minimal consumer demand, for instance. Here are a few key takeaways from the report: Lloyds has the most desirable mobile banking feature set in the UK. The bank offers in-demand security, and transfer features, along with competitive capabilities related to account access, conversational banking, and account management. Barclays took second place and Nationwide rounded out the top three. Security features were the number one priority for consumers. For example, our study's single most in-demand feature – the ability to order a replacement card in-app – fell under this category, while the ability to put a temporary hold on a credit or debit card was also among the survey's top five features, out of a list of 33. Features tied to accessing bank accounts are also highly sought-after. This section includes capabilities that enable frictionless access to users' accounts in mobile banking. To differentiate themselves, banks can look to offer features beyond the commonly supported biometric login options, such as a four- to six-digit passcode login and the ability to see accounts at other banks in one portal. Digital money management features are sought-after by the UK mobile banking users in our study. This section includes features that help users cut spending and grow savings, including the abilities to view recurring charges and spending within specific date ranges. The ability to cancel subscriptions, such as for Netflix, was called "extremely valuable" by 30% of respondents and was the section's most in-demand feature. Conversational banking capabilities are not a priority for consumers. Four out of five lowest in demand features fell into the category. In full, the report: Shows how 33 features, selected to be rare and attractive to customers, stack up according to how valuable respondents in our survey actually say they are. Ranks the top 10 UK financial institutions that offer zero-fee current accounts on whether they offer each of those features. Analyzes how demographics skew demand for different mobile features. Provides data-driven strategies for banks to best attract and retain customers with mobile features. The full report is available to Business Insider Intelligence enterprise clients. To learn more about this report, email Head of Enterprise Subscription Sales Chris Roth ( firstname.lastname@example.org ) or check to see if your company already has access. Business Insider Intelligence's Mobile Banking Competitive Edge study includes: Barclays, Co-operative Bank, CYBG, HSBC, Lloyds Banking Group (Lloyds, Halifax, and Bank of Scotland), Metro Bank, Nationwide, Royal Bank of Scotland (NatWest, RBS), Santander, and TSB. The survey data for this report comes from Business Insider Intelligence's UK Mobile Banking Competitive Edge Survey, which was fielded between June 4, 2019, and June 11, 2019 — 1,083 UK respondents were asked to rank the value of 33 innovative mobile banking features. Respondents to the survey were mobile banking users selected to align with the UK population on the criteria of gender and age.Join the conversation about this story »
Martech company Iterable just raised $60 million in what it calls its last funding round, and plans to use it to take on Salesforce and Oracle and get profitable
A growing number of marketing tech companies are trying to help brands make sure the messages...A growing number of marketing tech companies are trying to help brands make sure the messages they send to customers are relevant. Iterable is a 6-year-old, San Francisco-based firm that raised $60 million in series D funding led by Viking Global Investors, bringing its total funding to more than $140 million. It wants to take on big marketing cloud companies like Salesforce, Oracle, and Adobe with its platform that lets marketers create, run, and tweak communications with customers through email, texts, and the like. Iterable counts Priceline, Evernote, Zillow, and SeatGeek as customers. It plans to use the new funding to grow its headcount to 400 from 300, build its AI and data-privacy capabilities, and get profitable. But martech has become hotly competitive, and it'll be hard to win big clients that are tied up in years-long contracts with the big marketing clouds. Click here for more BI Prime stories. The battle to manage marketers' customer relationships is heating up. Iterable, a 6-year-old San Francisco-based firm, is announcing today that it has raised $60 million in series D funding led by Viking Global Investors, along with Index Venture, CRV, Blue Cloud Ventures, Harmony Partners, and Stereo Capital, bringing its total funding to more than $140 million. Iterable has a platform that lets brands send messages to people by email, text, and in-app and on-site messaging. It sells software as a service (SaaS) to companies based on the number of contacts they have and volume of messages sent. Its typical enterprise contract starts at $200,000 and goes up to $1 million or so. Priceline, Evernote, Zillow, and SeatGeek are clients. Justin Zhu, cofounder and CEO of Iterable, said this funding round would be the company's last as it focuses on getting profitable. He said the company would use the funding to bolster its platform and build its list of marketing tech partners. He said he expected headcount to grow to 400 by the end of 2020, from 300 now. "Our focus is to bring Iterable's CRM to the mainstream, to be a fourth option outside Oracle, Salesforce, Adobe," he said. People are being bombarded with more marketing messages than ever, and there are all kinds of companies helping marketers make sure they don't get ignored. A November Forrester report titled "The Forrester Wave: Cross-Channel Campaign Management (Independent Platforms)" listed Iterable as one of nine independent vendors including Sailthru and Cheetah Digital that are trying to win marketers' business in this area. But Zhu is also going up against the big marketing cloud companies like Salesforce, Oracle, and Adobe, which are also building up their CRM businesses. Salesforce took a big step in that direction when it acquired Tableau for $15.7 billion earlier this year. The Forrester report characterized Iterable as a "strong performer" among independent vendors, with strength in areas like strategy and market presence. Customers said Iterable had a "super fast email solution with an intuitive interface," Forrester wrote in the report. But it also ranked Iterable low in areas like user experience, delivery model, and said Iterable lagged in the area of mobile engagement automation. Guy Horrocks, who founded Carnival Labs, a mobile marketing automation platform that was sold to Sailthru, is well versed in Iterable and its competitors. He said Iterable's advantages are that it works across channels, is easy to use, is winning some tech savvy customers that have scale, and has an opportunity to get a jump on personalization, which marketers are still new to. On the other hand, it'll be hard for Iterable to crack big legacy marketers because they're tied up in multi-year deals with big marketing cloud companies that have more features and are willing to keep prices low to keep them, he said. There has been tons of money flowing into marketing tech, and as a result, there are a lot of other competitors, some of which have better email products, in his view. "It's an intensely competitive space," Horrocks said. Iterable says it plans to compete on personalization Zhu's argument is that Iterable has a leg up over companies like Salesforce that built their CRM platforms by buying other companies. Companies like Iterable also position themselves as giving marketers flexibility to use multiple vendors to manage and use the data they gather on customers versus the big marketing clouds with their one-stop-shop approach. In terms of Iterable's platform, he's pitching its ability to help companies comply with privacy laws and personalize their messages. Iterable assigns scores to consumers based on how engaged they are with the company, and suggests different messages depending on their engagement level. "Consumers are sick of being targeted, so it'll be difficult to track people unless they explicitly opt in," he said. "And it's going to be an era of first-party data. We help customers use all the data they have permission to use."SEE ALSO: Marketing-tech company Sprinklr has acquired the social media business of one of Facebook's oldest marketing partners Join the conversation about this story » NOW WATCH: Taylor Swift is the world's highest-paid celebrity. Here's how she makes and spends her $360 million.
At Business Insider Intelligence, our mission is to bring you the most important insights, data and...At Business Insider Intelligence, our mission is to bring you the most important insights, data and analysis from the digital world. So when we come across outstanding research from our partners that we think our audience can benefit from, we like to make sure you hear about it. That's why we're giving you a preview of one of eMarketer's most popular reports: Digital Display Advertising 2019: Nine Trends to Know for This Year's Media Plan. You can download the full report here. Major changes are afoot for the digital marketing industry. Trends and influences prevalent in 2019 will continue to affect marketers in 2020 and beyond, leaving many with questions. Will the duopoly's hold finally start to dwindle? No. In spite of mounting frustration and distrust from consumers and marketers, the latter will not turn away from the biggest players in the digital ad space. What will consumer demands for privacy and data control mean for marketers in 2019 and beyond? Marketers are going to have to prepare for impending regulation and heightened privacy concerns, whether they want to or not. This will mean scrutinizing their data collection practices and making sure they are meeting regulatory requirements and consumer expectations. Will the rollout of app-ads.txt happen in 2019? It will, but adoption of the in-app version of ads.txt—a text file on publishers' sites that lists vendors with permission to sell inventory—won't flow to every corner, nor will it solve all the ad fraud woes that currently plague mobile app advertising. Is the identity graph in trouble? In some ways, yes. Apple's ITP 2.2, continued ad avoidance, rises in falsified audience data sets and the California Consumer Privacy Act are all pulling at the strings of this fragile web. Will it be harder for advertisers to move dollars from TV to digital? Actually, it will become easier, thanks to mergers and acquisitions over the past year and the growing efforts of big networks and broadcasters to iron out measurement inconsistencies between TV and digital. However, don't expect frequency capping issues to go away any time soon. These are just a few of the questions, answers, and insights you'll get from Digital Display Advertising 2019: Nine Trends to Know for This Year's Media Plan. Click here to download your FREE copy of this report!Join the conversation about this story »