What consumers really want from their emails presentation
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The document summarizes key findings from a study on consumer email preferences and behaviors. It discusses how consumers spend varying amounts of time on email depending on whether at home or at work. It also notes that over half of consumers have more than one email address and receive emails from multiple brands each week. The document highlights that consumers are more likely to engage with emails they find interesting and relevant, and that fear is a major trigger for marking emails as spam. Mobile access to email is also increasingly common.
What consumers really want from their emails presentation
- 1. What consumers really want from their emails 41 Portland Place Thursday 25 October 2012 #dmaemail Sponsored By Insight Partner
- 2. What consumers really want from their emails 41 Portland Place Thursday 25 October 2012 8.30 Registration and breakfast 9.00 Welcome Fiona Robson, Managing Director, Rocketseed 9.15 Research findings Paul Seabrook, Director and Co-Founder, fast.MAP Sponsored By 9.45 Turning insights from the email tracking study into results Dela Quist, Chief Executive Officer, Alchemy Worx 10.15 Building trust with email Zara Timms, Data Marketing Manager, Aviva Insight Partner 10.45 Panel discussion Paul Seabrook, Director and Co-Founder, fast.MAP Dela Quist, Chief Executive Officer, Alchemy Worx Zara Timms, Data Marketing Manager, Aviva 11.15 Closing comments Fiona Robson, Managing Director, Rocketseed
- 3. Welcome Sponsored By Fiona Robson, Managing Insight Partner Director, Rocketseed
- 4. Research Findings Sponsored By Paul Seabrook, Director and Co- Insight Partner Founder, fast.MAP
- 5. Email Tracking Study Wave 4 Paul Seabrook October 2012
- 6. Email Marketing. Ticks a lot of boxes…. Visibility of what happens Easier to test Media rich environment Right person, time, message Update campaigns in real-time Mass market Reach people at home, at work, on holiday, in bed, travelling, when shopping….
- 7. But, how representative are you?
- 8. This study Brings 1,043 consumers into this room Online self-completion study from fast.MAP’s Consumer Voice panel Wave 4 of this tracker Other trackers include Data, Financial Services and more planned Designed by DMA / Councils / Sponsors. Some questions across all waves. Some new for this wave Recalibrate, inform, inspire, give direction, practical advice and confidence
- 9. Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT WORK?
- 10. Over half of the population don’t spend anytime on email at work
- 11. Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT HOME?
- 12. Over a third spend more than 2 hours a day on email at home. Highest figure since 2010 34
- 13. The timing challenge Lower checking has implications for quick expiry deals Multiple devices means different levels of engagement but silence is not necessarily rejection Trying to second guess when consumers might be online maybe forlorn. And one size doesn’t fit all Not just time of day but day of week, day of month or lifestyle triggers Triggers: seasonality, weather, order confirmations, review requests, browsing activity on the website
- 14. Q: HOW MANY EMAIL ADDRESSES DO YOU HAVE? PLEASE THINK ABOUT WORK AND PERSONAL
- 15. Don’t just get an email address. Aim for the right email address “I tend to have at least one to give to companies / websites that demand one, but I don’t want to share my main one” = 50% of consumers
- 16. How to get to that main email address Highlight the value and benefits Testimonials Samples of past emails Clear sign up process Easy opt-out process Privacy statements Member associations Security Certificates Build Trust and Keep it
- 17. Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UP TO RECEIVE EMAILS FROM
- 18. The competitive inbox landscape
- 19. The competitive inbox landscape
- 20. Q: HOW MANY EMAILS DO YOU RECEIVE IN YOUR INBOX ON AVERAGE EACH WEEK FROM BRANDS YOU TRUST?
- 21. Around 40% get less than 3 a day 2.5 emails per week DMA National email benchmark report 2011
- 22. A simple increase in emailing frequency remains a strong option worthy of testing for many senders Use customer data better to match content and offer. One-off "high-value" emails, like a heavily-reduced last- minute offer. Emails that deliver information, benefits or service without overtly demanding anything in return. Introduce promotional messages to existing, non-promotional email, such as cross-sell sidebar offers in order confirmations. Link frequency increases with appropriate seasonal demand (as retailers do during the Christmas shopping season). Segment out the “best” or “most active” customers: if someone clicks on every email, they’ll likely welcome more. Allow people to opt-in to another email stream or more emails, so they can self-select for a higher frequency. Introduce trigger emails in addition to more broadcast email, where content is closely aligned to a customer action (like a post-purchase follow-up requesting a product review) or data point (like a birthday message).
- 23. Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETING EMAILS IN YOUR INBOX?
- 24. Don’t judge a campaign after 48 hours…
- 25. WHAT SUBSCRIBERS WANT Q: WHAT FACTORS CAUSE YOU TO SIGN UP TO A BRANDS’S EMAILS?
- 26. Yes it’s about saving money, but not exclusively
- 27. Seize the moment Integrate opt-in forms into existing interaction points. …within the online checkout process. …in popovers that are activated when website visitors have viewed a certain number of pages or spent a certain amount of time on the site. …above the fold on web pages, but also at the end of articles, videos, slideshows, quizzes or other points of strong visitor engagement.
- 28. Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKE RECEIVING THE BEST?
- 29. Free delivery? Not a big deal
- 30. Q: WHAT PERCENTAGE OF THOSE THAT YOU RECEIVE DO YOU CONSIDER INTERESTING OR RELEVANT TO YOU?
- 31. Interest and relevance has tripled in 2 years But… A quarter say no more than 1 in 10 brand emails are interesting or relevant
- 32. Q: WHEN YOU RECEIVE AN INTERESTING EMAIL, PLEASE SELECT UP TO THREE MOST LIKELY ACTIONS YOU WOULD TAKE FROM THE LIST BELOW:
- 33. Don’t underestimate the true impact of marketing emails
- 34. Q: WHAT IS MOST LIKELY TO PROMPT YOU TO MARK AN EMAIL AS SPAM?
- 35. Fear is the key trigger for Spam. Frequency and no recall of signing up have halved in 2 years
- 36. MOBILE EMAIL Q: WHAT DEVICE DO YOU NORMALLY VIEW YOUR EMAILS ON?
- 37. Don’t think about your own behaviour…
- 38. Clear evidence of inbox management via mobile
- 39. SOCIAL NETWORKS Q: WHICH OF THE FOLLOWING SOCIAL NETWORKS DO YOU USE?
- 40. Over three quarters have some sort of Social Network presence
- 41. Pass it on
- 42. Positive for email / social network integration
- 43. Confidence and engagement is growing with Social Network users
- 44. SUMMARY AND KEY OBSERVATIONS
- 45. Wave 4 Summary Mind the GAP. We are very untypical in the way we use and consume email It’s a growth medium. People are spending more time on email One size does not fit all Aim for the right email address, not just an email address Opportunity to trial increase in frequency Multi-channel approach to viewing, opening, managing and reacting to emails Mix money saving offers with more engaging, less demanding messages Response isn’t just clicks and opens. Just under half of response isn’t visible through normal measurement Social Network behaviour is changing rapidly with people wanting to help and contribute
- 46. Thank You
- 47. Turning insights from the email tracking study into Sponsored By results Insight Partner Dela Quist, Chief Executive Officer, Alchemy Worx
- 48. Dela Quist: CEO Alchemy Worx
- 58. Merkle View from the inbox 2011
- 67. Database Size Email should be the Order of Importance Send Frequency primary means by which someone you already Subject Lines know, visits your site or interacts with your brand Offer & Creative online. Data Segmentation
- 72. alchemyworx.com/delaquist-ebook dela@alchemyworx.com @delaquist uk.linkedin.com/in/delaquist www www.alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx
- 73. Building trust with email Sponsored By Zara Timms, Data Marketing Insight Partner Manager, Aviva
- 74. “BUILDING TRUST WITH EMAIL” AVIVA UK DIRECT INSURANCE EMAIL STRATEGY Zara Timms Data Marketing Manager - Aviva UK Direct Insurance zara.e.timms@aviva.co.uk Zara Timms
- 75. The Email Agency Effect “Internal resources are the biggest barrier to success: most businesses have less than one staff hour a day allocated to email marketing. Skills are not necessarily a major constraint, with 70% of marketers at least familiar with the essentials of the marketing discipline.” Source: DMA National Client Survey 2012
- 76. About me
- 77. The numbers 4 million targeted emails sent monthly % of Online % % 49 monthly prospect Car Total Quotes Sales campaigns Jan 10 1% 1.4% 30 monthly customer Jan 11 2.9% 2.9% campaigns Jan 12 7% 6.7% 20 pre-purchase trigger emails 27 post-purchase trigger emails
- 78. Goals of the Aviva email programme Shortlist Converting 1. PROSPECT STRATEGY (OFF REN) 2. PROSPECT STRATEGY (ON REN) Active evaluation Creating top of mind consideration Information gathering/shopping Drive offer awareness and generate quotes Initial Initial of Moment consideration consideratio purchase set n set Trigger Post purchase experience Loyalty Pre-disposition On going exposure 4. RENEWAL STRATEGY 3. IN LIFE STRATEGY Guiding the customer through Renewal Build advocacy through engagement
- 79. Building trust / getting into the customers inner circle; CustomerOn-boarding & engagement – ‘Loyalty loop’ comms RAF In-Life Post purchase Cross Sell emails – Monthly on/off renewal E-zine – Aviva Deals Bi- email - 1/4ly In Life monthly Renew System docs Renewal Loyalty initiatives – invite inserts leveraging sponsorship assets
- 80. Building trust / getting into the customers inner circle; Non customer comms Survey email Off Renewal Quotes & +7 days reminder Acquisition email Increased Frequency Testing off-ren Retargeting quote drop field drop Newsletter outs? TBC Quote Quote Reminder enquiry +14 days. Off Renewal TBC Acquisition email Acquisition on-renewal targeted Off Renewal Acquisition email Newslette Winback & r Enquirer on-ren Newslette r Surve y
- 81. Data quality & volume Cleansed Oct 10 vs Aug 64% more data; 12; quotes with duplicate Del rate up 11% the same records volume of reduced from Opens up 15% data and 25% down to CTR up 18% spend. 2% 10 vs 11 database uplift – 95% 10 vs 11 database uplift – 95% 11 vs 12 database uplift – 44% 11 vs 12 database uplift – 44%
- 82. Frequency? How much is too much? Source; MarketLive 2011 Consumer Shopping Survey
- 83. A case for increased frequency - Email as part of the overall online response Upstream traffic from email services (% of site traffic driven from email sources) Source: Hitwise upstream and down stream traffic from email services
- 84. A case for increased frequency - Email as part of the overall online response Downstream traffic from email services (% of all email sources vs. industry) Source: Hitwise upstream and down stream traffic from email services
- 85. Email Cycle- Increasing Frequency Acquisition email (+2 Remails) month before renewal 12 months in the life of a non- purchase customer 12 months in the life of a customer
- 86. A case for increased frequency – Open reach Additional mailings sent Source: Alchemy Worx
- 87. Building trust / getting into the customers inner circle; Post Purchase Opt In Trigger Welcome messages typically achieve four times the opens, five times the CTR and over eight times the revenue per email of promotional emails. Source: 14 Experian CheetahMail (2010) The Welcome Email Report
- 88. Mobile Optimisation Android (using) iPhone Aviva.co.uk mobile Jan vs. visits up Sept 2012 Mobile/tablet total 88% % tablet 113% % phone 65% 43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. Merkle “View From the Digital Inbox 2011″ (2011)
- 89. Attribution; What is the true impact of email?
- 90. Questions?
- 91. Panel discussion - Paul Seabrook, Director and Co- Sponsored By Founder, fast.MAP - Dela Quist, Chief Executive Officer, Alchemy Worx Insight Partner - Zara Timms, Data Marketing Manager, Aviva
- 92. Closing Comments Sponsored By Fiona Robson, Managing Insight Partner Director, Rocketseed
- 93. Sponsored By Thank you Insight Partner