Holiday Planning: What Do U.S. Consumers Want This Year?

Holiday Planning: What Do U.S. Consumers Want This Year?

By David Daniels, CEO and Founder of The Relevancy Group

Holiday PlanningWhat are U.S. consumer behaviors and attitudes this holiday season? Zeta Global recently partnered with The Relevancy Group to answer this question. Register to listen to a recording of the webinar, which highlights the attitudes and behaviors of consumers in the U.S. this holiday season.

We’ve highlighted the five most significant findings below, along with last minute tactics that marketers should embrace for the all-important holiday season.

1. U.S. Consumers are Engaged with Email All Day Long
Ninety-two percent of U.S. consumers are engaged with email every day. Fifty-four percent stated in a Relevancy Group survey that they check email multiple times a day. Another 17 percent state hourly or more frequently and still another 21 percent state daily. Email is a fixture in consumers’ daily life. It serves as the online digital fingerprint that is required to transact will retailers, banks and just about everything that is represented online: a fact that I have stated for a long time. Consumers state that non-relevance and high frequency will drive email marketing avoidance stressing how important it is for marketers to be relevant in order to stand out from their competitors.

2. Phones & Tablets are Increasingly the Primary Email Inbox and Shopping Device Among Consumers
Forty percent of U.S. consumers state that their mobile phone is their primary email inbox (i.e. phone first) and another 10 percent say the same for their tablet. The other half state that it is a mix of laptops and desktop computers. Overall 86 percent of U.S. consumers state they access their email account via a mobile phone, which is a well-known ubiquitous behavior. This behavior and the growing number of phone-first email users requires marketers to be well-versed in designing for these screens. Marketers must embrace responsive design, deep linking app technology and mobile measurement to understand this profound shift of email consumption on mobile.

3. Focus on Hygiene to Advance Holiday Email Campaign Results. Address Churn and Inactivity.
Consumers are nomadic. Twenty-nine percent of U.S. consumers stated in our survey that they have changed or created a new email address in the past year. Most change their email address not because of a life event like marriage, divorce or graduation but instead because of the promise of better security, speed and solutions, i.e. a better app features. Marketers must recognize this churn and have an ongoing win-back campaign, as well as target non-response email subscribers in other channels such as display and social. This is all made possible by leveraging identity resolution and implementing people-based marketing tactics (See The Future of Relevance).

4. Holiday Spending Attitudes
Sixty-four percent of U.S. consumers state they will spend the same as they did last year, 21 percent will spend less than last year and 15 percent state they will spend more. These numbers are up slightly from what U.S. consumers told us in 2016. For those of us that are more exclusively online, we are warmed by the intent that U.S. consumers have told us: 46 percent state they will spend half or more and another 10 percent state that all their holiday budget will be spent online. Just 10 percent state that they will not be shopping online. As of today, 47 percent of U.S. consumers already started their holiday spending and we will see the rest explode onto the shopping scene the last week in November and early December.

5. Self-Spending: The Often Forgotten Indulgence Gift Marketing Tactic
Who among us doesn’t love to buy themselves a gift or two? The Relevancy Group often notices that marketers forget to utilize this tactic, the notion of self-giving, that is unless you are a Zeta Global client. Zeta Global’s work with many clients on this topic is interesting but we love the bold work they have done with Ann Taylor where the email plainly states, “Everyone Else’s Gifts Can Wait,” and then there is a time-limited offer to get a significant self-shopping discount. The tactic is genius, as the discount is not going to be policed as who can tell whom you are spending on, but most important supports self-indulgence. U.S. consumers tell us that on average, they intend to spend $264 on themselves this holiday season. Personally, I like to order from gifts for myself from Amazon throughout the year. I get them gift wrapped with a note to myself, and by the time I get around to opening it on Christmas I often forget what I purchased. This year, I need to remember not to do Amazon Fresh this way: unwrapping old organic eggs on Christmas morning can make for an unpleasant unboxing.

Wishing you all a successful holiday season.
Until next time, Happy Holidays.

David

 

 

David Daniels

The Marketer Quarterly Issue 15

Get The Latest Issue of The Marketer Quarterly

Free with registration get the latest edition of the digital magazine for marketers by marketers. This isssue includes an excerpt of The Relevancy Group’s Email Agency Buyer’s Guide, CMO Interviews and the latest on digital marketing trends. Additionally this issue covers:

  • Social Drives Honda Campaign
  • American Express Campaign Parodies Business Jargon
  • L’Eclisse Makeup Video Tutorials Showcases New Line

Register to get the a free subscription or download the MQ App and read it on all mobile platforms.The Marketer Quarterly

Enter The Marketer Quarterly 2017 Marketing Awards

Submit your best marketing and advertising efforts of 2017 and you may be recognized as The Marketer Quarterly Award winner in Issue 16 of The Marketer Quarterly (TMQ) digital magazine, a magazine by marketers for marketers.

Submissions will be judged by the market analysts and consultants from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on variety of attributes including relevance, utilization of data, creative, strategy and results among other category specific characteristics.

You can submit to more than one category. To do so, you will need to fill out this form multiple times, one for each category you want to enter. Each submission is subject to an entry fee.

Each entry fees is $225.00
Upon submitting this form, you will be asked to enter a valid credit card for processing.

Each category will have at least one winner, however some categories may have industry winners, i.e. travel, retail, etc. TMQ AwardsWinners will be recognized in Issue 16 of The Marketer Quarterly and will receive one lovely glass award for each entry won. Additional glass awards for clients or partners can purchased after the winners have been announced.

The submission deadline is 11/17/17.

Submission Categories – Email Marketing Awards 2017
1. Best Newsletter
2. Best Welcome Email/Email Series (i.e. Onboarding, lifecycle messages to convert actions)
3. Most Innovative Email (i.e. Utilization of video, animation, real-time data, location data)
4. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
5. Best Offer (i.e. Coupons, daily deal, promotion)
6. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
7. Best Subject Line (i.e. Results oriented, your open/read rate has improved)

Submission Categories – Digital Marketing and Advertising Awards 2017
8. Best Display Ad
9. Best Retargeting (i.e. Display targeting)
10. Best Madtech (i.e. use of CRM data in advertising efforts, i.e. Facebook Custom Audiences)
11. Best Social Marketing Campaign
12. Best Use of Video (i.e. YouTube, or general usage of Video in advertising)
13. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
14. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

Entries are closed for 2017.

New Webinar Email Acquisition in 2018: An exploration of strategies and tactics to employ

Join us on 10/25/17 at 1PM ET, for this webinar Email Acquisition in 2018: An exploration of strategies and tactics to employ. #WebinarWednesdays

In Q3, The Relevancy Group partnered with CertainSource to conduct research that quantifies the utilization and efficacy of strategies and tactics employed across business verticals to drive growth in 2017, and explores the challenges and opportunities.
Register to learn more about:
• The specific tactics utilized to acquire new email addresses by marketers in a wide variety of business sectors and which have been most effective
• Which data are most important to brands when acquiring new customers and prospects
• The top challenges encountered when growing a database and how top-performing brands and marketers address
• The keys to driving responsible growth and managing risk in today’s dynamic environment

Speakers Include:
• David Daniels, CEO & Founder – The Relevancy Group
• Nicholas Einstein, VP of Research – The Relevancy Group
• Lori Clure, President – CertainSource

Register and get the recording and the research.

David Daniels Honored as EEC Thought Leader & Other News From Crescent City Conferences

C-17ZNzW0AAKLyMLast week The Relevancy Group and The Marketer Quarterly hit New Orleans for the Email Experience Council’s Email Evolution Conference. The sun was shining, the music was nonstop, and the email marketing brainstorming was lively.

The event kicked off with a big reveal. EEC showed its new stripes with a new logo and branding effort, a modern look reflecting the future of email.

The big news for The Relevancy Group came during the opening day luncheon. Our very own founder & CEO David Daniels was named EEC’s Thought Leader of the Year and was presented the trophy over wedge salad and rare steaks. IBM’s marketing evangelist and former award recipient Loren McDonald handed the award to David in a jovial manner, joking that David invented email, and accurately highlighting the fact that David coined the term ESP way back when. During his acceptance speech, David explained his own history with the medium: He sent his first email back in 1988 and has been emailing ever since. We’re so proud of his accomplishments and couldn’t think of a better person to hold the title.

Genevieve Longtin, director of email marketing and engagement of Sharecare, took home the Stefan Pollard Email Marketer of the Year Award. Aspen Dental won Best Makeover of an Existing Email Program. Alaska Airlines won Most Innovative use of Customer or Other Data, including Automation and Triggers. Nestle Waters North America won Best Subscriber Acquisition, Reactivation or Integration Program. Lysol Mommy Mail won Best Use of Humor, Personality, Content or Brand.

The EEC show had some compelling content. Shutterstock shared their beautiful interactive carousels inspired by children’s fashion plates. Justine Jordan’s Litmus busted some of emails biggest myths (spam words in subject lines will not land you in the spam folder). Kathryn Minshew, founder of The Muse, gave an inspiring talk on how tech has transformed the job search business. Her advice, HR needs to become employment marketers if companies want to find good candidates.

As if this wasn’t enough, Collision aka, “America’s fastest growing tech conference,” was taking place simultaneously at the New Orleans conference center next door. The event attracted leading tech companies, thought leaders and CMOs from the likes of GrubHub, WellsFargo and eBay. On stage, Suzy Deering, who is profiled in the latest issue of MQ, gave her advice: Think beyond email and know your customer.

YouTube used the show to reveal its push into the home entertainment market, and a desktop redesign with a black background (watch out Netflix). About.com rebranded to Dot Dash and has seen major increases in traffic.

You can’t go to New Orleans without digesting some music. You could find EEC and Collision goers all over town from Frenchman street to the French Quarter. A marching band even showed up at the Hilton and the entire EEC conference danced and marched along the river walk to the Steamboat Natchez where Adestra sponsored a night of good times on the Mississippi River.

The party didn’t stop at the New Orleans airport. Exhausted EEC attendees got off their feet and drank beer at the bar. My gate was decked out for Mari Gras, Dixieland jazz band, beads and all to celebrate Condor’s first direct flight between New Orleans and Europe. Passengers barely noticed the rain delays as the band played on.

The Intelligent Email Event – EiQ

It has been a busy few weeks and this conference season is just getting started.

The week before last, I was the keynote signature speaker at EiQ, The Intelligent Email Gathering #EiQGathering. BrightWave and their founder, CEO Simms Jenkins were the guiding force behind this event. My own The Marketer Quarterly (TMQ) was a sponsor of the event that entitled all participants to a  branded slap bracelet that includes a 2 GB USB drive, some of that space is packed with our research and the latest issue of TMQ.

I was honored to be askedDrumming to keynote the innagural event, where I presented new research, “The Connected Consumer.” Just before I took the stage, EiQ kicked off with a local drum core marching band (right).

Then after a lovely introduction from Adobe’s Bridgette Darling, I marched on stage. What was most interesting to me as the signature speaker was William Warren, Founder of The Sketch Effect.

William was stage left and there he listened to my presentation, coloring, capturing it and turning my presentation into a work of art.  If I had seen what was going on while I delivered my talk I would have lost my place. I knew William was doing something, but was not told by the event organizers what he was doing. William went on to do this all day long for every speaker and/or panel.  Well done, EiQ. Sketch Effect

After my keynote presentation, Simms Jenkins started the Q&A, one of the questions included “Is Privacy Dead?” My answer may shock you – and you can find much of that Q&A on my David DanielsTwitter handle under #EiQGathering. That was a fun, quick discussion on the state of affairs.

The event was sold out to capacity, 300 people for a first time event in Atlanta (ATL) is a great turnout.  There were many local brands but The Relevancy Group VP of Research Nick Einstein and I were not the only ones to fly into ATL for the event. There were great cocktail parties and speaker dinners. Thanks @Brightwave.

With little exception, the event went onto be very tactical with lessons and innovations from brands including Staples, Pinterest, Zillow, CarMax, Panera Bread and many more. We all enjoyed that level of detail and these learnings were ultimately integrated into a final Jeopardy Game.

Next up, the Bill McCloskey’s “Only Influencer” Email Innovation Summit in Las Vegas, where I will be keynoting day 2.  After that I hope to see you in New Orleans at the eec’s Email Evolution Conference … and if you are not there, err; see our events page as we continue to travel.

Until next time,

All the best,

David

 

 

David

A Week With Adobe

I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives.  Summit The theme this year was Experience.  Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus.  They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.

They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight

The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds.  This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.

Machines Everywhere

They discussed the value of real-time data and their machine learning AI framework Sensei took center stage.  Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here.  Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content.  It also creates a virtual analyst, provides automated anomaly detection and alerting.  The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.

More Adobe Summit announcements included:

  • New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
  • Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
  • Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer.  Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach.  This data will also feed into their Adobe Cross Device Co-Op  to enhance their Identity Management solution.
  • Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
  • Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together.  Lots of powerful analytics and insights in one place, on one canvas.  That’s impressive.  The text alerts for anomaly also provides likely root causes.  These are smart alerts and this is something that TRG has been advocating for some time.  It is great to see this in production.
  • Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
  • They demo’d ability to use first party customer data in a linear TV buying with one click.  This is a first and impressive.  While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
  • New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels.  This should improve the marketer’s ability to test and create more personalized messages and experiences.
  • New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
  • Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.

Sneaks

Their annual summit favorite, Sneaks did not disappoint.  Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development.  The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.

As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.

You can watch the Adobe keynotes and presentations here.

Until next time,

 

 

David