Email tracking report 2013 - 17 October

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Email tracking report 2013 - 17 October

  1. 1. Data protection 2013 Email tracking report Thursday 17 October, DigitasLBi #dmaemail Friday 8 February #dmadata Sponsored by Supported by Insight Partner
  2. 2. Agenda 8.30am Registration and breakfast 9.00am Welcome Fiona Robson, Managing Director, Rocketseed 9.10am Research findings David Cole, Managing Director, fast.MAP 9.40am How engaged am I? Why understanding what consumers really do is the key to success Dela Quist, Chief Executive Officer, Alchemy Worx 10.10am Retention and reactivation: how to stop your engagers going cold JC Mighty, Head of Campaign Management, dmg media 10.30am Panel discussion #dmaemail 11.00am Closing comments Fiona Robson, Managing Director, Rocketseed Sponsored by Insight Partner
  3. 3. Welcome Fiona Robson, Managing Director, Rocketseed #dmaemail Sponsored by Insight Partner
  4. 4. Research Findings David Cole, Managing Director, fast.MAP #dmaemail Sponsored by Insight Partner
  5. 5. DMA/fast.MAP Email Tracker ; Wave 5 David Cole, Managing Director and Founder david.cole@fastmap.com #dmaemail
  6. 6. The gap between marketers and consumers can be huge… CONSUMER #dmaemail 6
  7. 7. The gap between marketers and consumers can be huge… CONSUMER MARKETER #dmaemail 7
  8. 8. Who are fast.MAP?  Online market research agency  Work across all marketing communication sectors  Marketers working in research – considerable client-side experience  Have our own research panel  Regularly featured in the UK marketing press  Insight Partner to the DMA, IDM, IPM #dmaemail
  9. 9. www.fastmap.com #dmaemail #dmaemail
  10. 10. Shifting sand……………… #dmaemail
  11. 11. “You must constantly change and adapt to a new environment” Jong – yong Yun Samsung's chief executive 1996 until 2008 #dmaemail
  12. 12. fast.MAP Tracking Series #dmaemail
  13. 13. A new wave of the Email tracker from the DMA and fast.MAP Sponsored by #dmaemail
  14. 14. FREE Downloads www.fastmap.com 1 3 2 #dmaemail
  15. 15. Tweeters…  How research was done  Consumer’s enthusiasm for Print  Qualities of Direct Mail  Consumer’s Expectation and Reaction to Print #dmaemail  The future – changing nature of marketing  The implication  Case studies  Buried treasure …..? #dmaemail
  16. 16. Tweeters…  How research was done  Consumer’s enthusiasm for Print  Qualities of Direct Mail 5 TWEETABLE FACTS …..  Consumer’s Expectation and Reaction to Print  The future – changing nature of marketing  The implication  Case studies  Buried treasure …..? #dmaemail #dmaemail
  17. 17. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  18. 18. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  19. 19. 1,337 interviews #dmaemail
  20. 20. 140 hours of interviews #dmaemail
  21. 21. High Quality Control  Image and answer option randomisation avoiding top-box bias/creative skew  Acceptable survey completion time, removing any completed too fast  Intelligent Routing to ensure a quality survey experience as questions are relevant  Constant re-qualification of panel ensuring background variables are updated.  Closed panel Members of the public cannot voluntarily join. Members recruited via number of sources and demographically reflect UK. Invitation only. #dmaemail
  22. 22. Why Online Research?  Survey despatched 6th August and stayed open until 12th August 2013  19 questions were asked in total  5th wave of the DMA Email Tracker, last conducted in August 2012  Respondents are representative - “Normal” people and not techies  Results are weighted by age and gender to reflect UK population #dmaemail
  23. 23. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  24. 24. How many email addresses do you have? #dmaemail
  25. 25. #dmaemail
  26. 26. 2012 #dmaemail Source: fast.MAP survey August 2013
  27. 27. 35% have 3 or more email addresses – a slight increase on 2012 #dmaemail Source: fast.MAP survey August 2013
  28. 28. How does work and home affect email consumption? Work #dmaemail
  29. 29. How does work and home affect email consumption? Home Work #dmaemail
  30. 30. How much time do you spend at work on email? #dmaemail
  31. 31. 2011 and 2012 How much time do you spend on email per day at work? 3% 3% Over 7 hours 6-7 hours 2% 1% 5-6 hours 1% 2% 4-5 hours 2% 2% Work - Wave 3 - Jul 11 Work - Wave 4 - Aug 12 Work - Wave 5 - Aug 13 3% 5% 3-4 hours 5% 2-3 hours 8% 10% 1-2 hours 12% 13% 14% 0-1 hour None 61% 54% 0% 10% 20% 30% #dmaemail 40% 50% 60% 70% Source: fast.MAP survey August 2013
  32. 32. 2012 How much time do you spend on email per day at work? 3% 3% Over 7 hours 6-7 hours 2% 1% 5-6 hours 1% 2% 4-5 hours 2% 2% Work - Wave 3 - Jul 11 Work - Wave 4 - Aug 12 Work - Wave 5 - Aug 13 3% 5% 3-4 hours 5% 2-3 hours 8% 10% 1-2 hours 12% 13% 14% 0-1 hour None 61% 54% 0% 10% 20% 30% #dmaemail 40% 50% 60% 70% Source: fast.MAP survey August 2013
  33. 33. 55% do not access at work – almost a quarter for less than 2 hours a day How much time do you spend on email per day at work? 3% 3% 3% Over 7 hours 6-7 hours 2% 1% 1% 5-6 hours 1% 2% 2% Work - Wave 3 - Jul 11 2% 2% 3% 4-5 hours Work - Wave 4 - Aug 12 Work - Wave 5 - Aug 13 3% 5% 5% 3-4 hours 5% 2-3 hours 6% 8% 10% 1-2 hours 12% 11% 13% 14% 13% 0-1 hour None 61% 54% 55% 0% 10% 20% 30% #dmaemail 40% 50% 60% 70% Source: fast.MAP survey August 2013
  34. 34. 55% of people do not check their emails at work. We must remember that not everyone is office-based! #dmaemail #dmaemail #dmaemail
  35. 35. How much time do you spend at home on email? #dmaemail
  36. 36. Mar 2010, Aug 2010, July 2011, Aug 2012 How much time do you spend on email per day at home? Over 7 hours 5% 6-7 hours 1% Home - Wave 1 - Mar '10 Home - Wave 2 - Aug' 10 Home - Wave 3 - Jul '11 Home - Wave 4 - Aug '12 Home - Wave 5 - Aug 13 5-6 hours 2% 4-5 hours 5% 3-4 hours 7% 2-3 hours 17% 1-2 hours 31% 0-1 hour 30% None 1% 0% 5% 10% 15% 20% 25% #dmaemail 30% 35% 40% 45% Source: fast.MAP survey August 2013
  37. 37. General trend towards more people spending time looking at email How much time do you spend on email per day at home? Over 7 hours more people spending time looking at email 5% 6-7 hours 1% Home - Wave 1 - Mar '10 Home - Wave 2 - Aug' 10 Home - Wave 3 - Jul '11 Home - Wave 4 - Aug '12 Home - Wave 5 - Aug 13 5-6 hours 2% 4-5 hours 5% 3-4 hours 7% 2-3 hours 17% 1-2 hours 31% 0-1 hour 30% None 1% 0% 5% 10% 15% 20% 25% #dmaemail 30% 35% 40% 45% Source: fast.MAP survey August 2013
  38. 38. Email providers like Gmail and Outlook.com have started automatically sorting your email for you into different folders. How do you feel about this? #dmaemail
  39. 39. Half neutral #dmaemail Source: fast.MAP survey August 2013
  40. 40. 1/5th annoyed #dmaemail Source: fast.MAP survey August 2013
  41. 41. But surprisingly a third are PLEASED with filtering measures #dmaemail Source: fast.MAP survey August 2013
  42. 42. People are more happy than annoyed with automatic email sorting 19% 33% #dmaemail
  43. 43. How many brands are you currently signed up to receive emails from? #dmaemail
  44. 44. In 2012 ……… 43% signed up for over 10 brands #dmaemail Source: fast.MAP survey August 2013
  45. 45. 2013 …people are starting to sign up to less brands 34% signed up for over 10 brands #dmaemail Source: fast.MAP survey August 2013
  46. 46. On average, how long do you keep marketing emails in your inbox? #dmaemail
  47. 47. In 2012 a significant amount stored for a day or less #dmaemail Source: fast.MAP survey August 2013
  48. 48. 2013 – increased still further. A decisiveness about consumers action. #dmaemail Source: fast.MAP survey August 2013
  49. 49. Consumers are more selective: less people are signing up to more than 10 brands & 10% rise in people deleting emails the same day #dmaemail #dmaemail #dmaemail
  50. 50. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  51. 51. Which type of offer/content do you like receiving best? #dmaemail
  52. 52. Money off still the preferred type of content – BEST OFFER/CONTENT ONLY #dmaemail Source: fast.MAP survey August 2013
  53. 53. Money off still the preferred type of content – BEST OFFER/CONTENT ONLY #dmaemail Source: fast.MAP survey August 2013
  54. 54. Money off still the preferred type of content – BEST OFFER/CONTENT ONLY #dmaemail Source: fast.MAP survey August 2013
  55. 55. Saving money for over half it’s their preferred content. More want loyalty rewarded #dmaemail #dmaemail #dmaemail
  56. 56. What percentage of emails you receive do you consider interesting and relevant? #dmaemail
  57. 57. Email relevant and interesting in 2012 #dmaemail Source: fast.MAP survey August 2013
  58. 58. Email remains relevant and interesting medium #dmaemail Source: fast.MAP survey August 2013
  59. 59. How is “relevancy” affected when we look at how many emails are received a week? ….is there a correlation between the amount of emails an individual receives and email relevancy? #dmaemail
  60. 60. Percentage of emails received that are interesting for those people who up to 10 emails a week What percentage of those that you receive do you consider interesting or relevant to you? vs How many emails do you receive in your inbox on average each week from brands you trust? 91-100% 81-90% 71-80% 61-70% 51-60% 41+ 41-50% 31-40 21-30 31-40% 11-20 21-30% 6-10 1-5 11-20% 1%-10% 0% 0% 10% 20% 30% #dmaemail 40% 50% 60% Source: fast.MAP survey August 2013
  61. 61. Percentage of emails received that are interesting for those people who up to 30 emails a week What percentage of those that you receive do you consider interesting or relevant to you? vs How many emails do you receive in your inbox on average each week from brands you trust? 91-100% 81-90% 71-80% 61-70% 51-60% 41+ 41-50% 31-40 21-30 31-40% 11-20 21-30% 6-10 1-5 11-20% 1%-10% 0% 0% 10% 20% 30% #dmaemail 40% 50% 60% Source: fast.MAP survey August 2013
  62. 62. Percentage of emails received that are interesting for those people who up to and over 40 emails a week What percentage of those that you receive do you consider interesting or relevant to you? vs How many emails do you receive in your inbox on average each week from brands you trust? 2% 91-100% 2% 5% 81-90% 1% 15% 71-80% 3% 13% 61-70% 1% 10% 51-60% 4% 19% 41-50% 41+ 2% 31-40 5% 31-40% 21-30 5% 11-20 7% 21-30% 6-10 8% 11% 11-20% 1-5 16% 12% 1%-10% 49% 0% 0% 9% 0% 10% 20% 30% #dmaemail 40% 50% 60% Source: fast.MAP survey August 2013
  63. 63. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  64. 64. When you receive an interesting email, what are your most likely actions? #dmaemail
  65. 65. Types of actions people take still remain the same #dmaemail Source: fast.MAP survey August 2013
  66. 66. Types of actions people take still remain the same #dmaemail Source: fast.MAP survey August 2013
  67. 67. Appreciate the long-tail of email: 54% will click-through, 42% will bear in mind for future use, 25% will go to shop or outlet #dmaemail #dmaemail #dmaemail
  68. 68. Why do you share emails into social networks? #dmaemail
  69. 69. Two-thirds do not share emails – the main reason for doing so is to help others #dmaemail Source: fast.MAP survey August 2013
  70. 70. Two-thirds do not share emails – the main reason for doing so is to help others #dmaemail Source: fast.MAP survey August 2013
  71. 71. Two-thirds do not share emails – the main reason for doing so is to help others #dmaemail Source: fast.MAP survey August 2013
  72. 72. The next slides are the most significant of the study #dmaemail
  73. 73. The next slides contains the The next slides are the most significant findings of most significant of the study the study #dmaemail
  74. 74. The next slides contains the The next slides are the most significant findings of most significant of the study the study #dmaemail
  75. 75. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  76. 76. How do you access marketing emails from the brands that you trust? #dmaemail
  77. 77. Desktop or laptop most used device to check emails #dmaemail Source: fast.MAP survey August 2013
  78. 78. Desktop or laptop most used device to check emails #dmaemail Source: fast.MAP survey August 2013
  79. 79. How do you respond to marketing emails from the brands that you trust? …the device which you use most often #dmaemail
  80. 80. Most people prefer to make a purchase or respond via a desktop or laptop device #dmaemail Source: fast.MAP survey August 2013
  81. 81. Most people prefer to make a purchase or respond via a desktop or laptop device #dmaemail Source: fast.MAP survey August 2013
  82. 82. How often do you do the following when you receive an email from a brand that you trust on your mobile/smartphone? #dmaemail
  83. 83. 37% regularly read subject lines and open emails before deleting via their mobile/smartphone #dmaemail Source: fast.MAP survey August 2013
  84. 84. If you see something that you want to buy in an email on your phone what would you do…..? #dmaemail
  85. 85. Vast majority wait to buy – people not comfortable with using other devices to make purchases If you see something you want to buy in an email on your phone, are you more likely to... I don’t access emails on my phone 43% Wait until you are on a PC or laptop 39% Visit the store 10% Use your tablet to buy it 5% Buy straightaway using your phone Aug-13 4% ? 0% 5% 10% 15% #dmaemail 20% 25% 30% 35% 40% 45% Source: fast.MAP survey August 2013
  86. 86. Vast majority wait to buy – people not comfortable with using other devices to make purchases If you see something you want to buy in an email on your phone, are you more likely to... I don’t access emails on my phone 43% Wait until you are on a PC or laptop 39% Visit the store 10% Use your tablet to buy it 5% Buy straightaway using your phone Aug-13 4% 0% 5% 10% 15% #dmaemail 20% 25% 30% 35% 40% 45% Source: fast.MAP survey August 2013
  87. 87. Laptops and computers are preferred devices for email. Mobiles are for skimming subject lines, few buy straight away from them #dmaemail #dmaemail #dmaemail
  88. 88. fast.MAP’s 5 #dmaemail
  89. 89. Highlights – top 5 3. 70% look forward to receiving 1. Laptops and computers still the preferred devices for emails. Mobiles used for skimming subject lines, glancing at content but not for driving action or purchases. 2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the shop or retail outlet 3. Saving money is top motivation for signing up for emails and is the preferred type of content for 50% of people, but people increasingly want loyalty to be rewarded 4. Consumers are getting more selective – less signing up to emails from more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people deleting emails the same day. 5. 55% never check email at work, #dmaemail
  90. 90. Highlights – top 5 3. 70% look forward to receiving 1. Laptops and computers still the preferred devices for emails. Mobiles used for skimming subject lines, glancing at content but not for driving action or purchases. 2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the shop or retail outlet 3. Saving money is top motivation for signing up for emails and is the preferred type of content for 50% of people, but people increasingly want loyalty to be rewarded 4. Consumers are getting more selective – less signing up to emails from more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people deleting emails the same day. 5. 55% never check email at work, #dmaemail
  91. 91. Highlights – top 5 3. 70% look forward to receiving 1. Laptops and computers still the preferred devices for emails. Mobiles used for skimming subject lines, glancing at content but not for driving action or purchases. 2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the shop or retail outlet 3. Saving money is preferred type of content for 50% of people, but people increasingly want loyalty to be rewarded 4. Consumers are getting more selective – less signing up to emails from more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people deleting emails the same day. 5. 55% never check email at work, #dmaemail
  92. 92. Highlights – top 5 3. 70% look forward to receiving 1. Laptops and computers still the preferred devices for emails. Mobiles used for skimming subject lines, glancing at content but not for driving action or purchases. 2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the shop or retail outlet 3. Saving money is preferred type of content for 50% of people, but people increasingly want loyalty to be rewarded 4. Consumers are getting more selective – less signing up to emails from more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people deleting emails the same day. 5. 55% never check email at work, #dmaemail
  93. 93. Highlights – top 5 3. 70% look forward to receiving 1. Laptops and computers still the preferred devices for emails. Mobiles used for skimming subject lines, glancing at content but not for driving action or purchases. 2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the shop or retail outlet 3. Saving money is preferred type of content for 50% of people, but people increasingly want loyalty to be rewarded 4. Consumers are getting more selective – less signing up to emails from more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people deleting emails the same day. 5. 55% never check email at work, #dmaemail
  94. 94. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  95. 95. Why do we Marketers get it wrong? #dmaemail
  96. 96. Marketing GAP  What shoppers do, and what marketers think that they do. Why do we Marketers get it wrong? Misunderstanding the ever changing attitudes to DM and Promotional Techniques leaves a huge gap in the armoury. The Marketing Gap Skilled in marketing technique survey updates you annually on the• key issues you need to bear in mind the very next time you decide • go one way, rather than another to Understand the brand #dmaemail
  97. 97. 3. The problem is ……. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research #dmaemail #dmaemail
  98. 98. 3. The problem is ……. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine …….complicated 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research #dmaemail #dmaemail
  99. 99. 3. The problem is ……. 70% look forward to receiving 1. 44% of those that respond to post would go online to a brand’s website and 35% would use a search engine it’s complicated 2. Trustworthiness is the most important attribute a communication channel can have with Direct Mail the overwhelming favourite for Trustworthiness by 56% of consumers 3. Most consumers (28%) anticipate all communication going online within 10 years and 45% think it would be a “worse” place because of it with only 15% saying a “better” place. 4. 85% expect response within a week when ordering by post 5. Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep post to remind them to do further research #dmaemail #dmaemail and consumers and technology are always changing
  100. 100. The gap between marketers and consumers can be huge… CONSUMER MARKETER #dmaemail 100
  101. 101. Why the gap ?  Our marketing / own lifestyles  Career driven agendas  Latest technology  Changing environment  Insufficient feedback from consumers #dmaemail
  102. 102. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 #dmaemail
  103. 103. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Subject Line 4 20 #dmaemail
  104. 104. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Subject line 4 20 Incentive 4 80 #dmaemail
  105. 105. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Subject line 4 20 Incentive 4 80 Offer 3 240 #dmaemail
  106. 106. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Subject Line 4 20 Incentive 4 80 Offer 3 240 Image 3 720 #dmaemail
  107. 107. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Subject Line 4 20 Incentive 4 80 Offer 3 240 Image 3 720 PS 4 2880 #dmaemail
  108. 108. Decisions marketers have to make Variable How many Possible combinations Audience 5 5 Subject Line 4 20 Incentive 4 80 Offer 3 240 Image 3 720 PS 4 2880 Price 4 11520 #dmaemail
  109. 109. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  110. 110. Incentive Testing Which Incentive Should I use? #dmaemail
  111. 111. Incentive testing #appforumlondon #dmaemail
  112. 112. Incentive testing #appforumlondon #dmaemail
  113. 113. £15 M & S Vouchers 1. Everybodys Grandparents 45% 40% 30% 35% 30% 6. Unknown 25% 2. Comfortable People 20% 15% 10% 5% 0% 5. Stretched People 3. Deal Seekers 25% 4. Nice People Organic Hotel #dmaemail £15 M&S Vouchers Green/Organic Vouchers Green Box None
  114. 114. £30 M & S Vouchers 1. Everybodys Grandparents 45% 40% 35% 28% 30% 30% 6. Unknown 25% 2. Comfortable People 20% 15% 10% 5% 0% 5. Stretched People 3. Deal Seekers 42% 4. Nice People 25% Organic Hotel Green/Organic Vouchers £30 M&S Vouchers #appforumlondon #dmaemail Green Box None
  115. 115. Today….  How research was done  Understanding how people use email  What’s looked for in marketing emails  How people respond  Different devices, different reactions?  The implication  Case studies  Buried treasure worth £1,000 #dmaemail #dmaemail
  116. 116. Buried insight for DMA Attendees • D 2 x ‘D’s’ • Qualifies the FIRST finder to £1,000 off research for projects booked by end October • Starting from 2pm today – Thursday 17th October • Web address is www.fastmap.com • Email EXACT PAGE AND LOCATION mark.mina@fastmap.com • Winner will be told by Friday 18th October midday #dmaemail #dmaemail
  117. 117. D #dmaemail
  118. 118. Free DMA Infographic #dmaemail #dmaemail
  119. 119. FREE Downloads from www.fastmap.com 1 3 2 #dmaemail
  120. 120. www.fastmap.com. #dmaemail
  121. 121. www.fastmap.com. #dmaemail
  122. 122. Thank you #dmaemail #dmaemail
  123. 123. Thank you david.cole@fastmap.com #dmaemail
  124. 124. How engaged am I? Why understanding what consumers really do is the key to success Dela Quist, Chief Executive Officer, Alchemy Worx #dmaemail Sponsored by Insight Partner
  125. 125. How engaged am I? Why understanding what consumers really do is the key to success Dela Quist: CEO Alchemy Worx uk.linkedin.com/in/delaquist @DelaQuist @AlchemyWorx
  126. 126. Why Listen To Me?
  127. 127. On The Other Hand……
  128. 128. Anyone Without An Email Address Is The Digital Equivalent of Homeless
  129. 129. Most Brands Reach More Qualified Customers & Prospects Via Email Than TV
  130. 130. Fear & Self Loathing In Email Marketing
  131. 131. Fear Drives Email Marketing’s Obsession With Best Practice
  132. 132. Dela Quist: CEO Alchemy Worx
  133. 133. What Are Customers Really Like?
  134. 134. The 3 Biggest Fears In Email Marketing Today • The Impact of Gmail Tabs • Sending Too Much Email aka Inbox Overload • The Impact Of Mobile
  135. 135. Gmail Tabs
  136. 136. Why The Changes?
  137. 137. It’s Not About Protecting Consumers From Evil Marketers DMA Consumer Email tracking Survey
  138. 138. The Battle Of The Tech Titans
  139. 139. The Prize? $650,000,000,000
  140. 140. "Part of the challenge in moving dollars online is that the demand generation dollars have not moved online as effectively," Ms Sandberg says, "and that is 90% of a $650bn industry." Sheryl Sandberg COO Facebook
  141. 141. Email Is The Work Horse: Facebook Sends More Email Than anyone Else In The World But Very Few People Use Their Email Service So They Are Reducing Socials
  142. 142. More Importantly By Side-stepping Spam Legislation They Have Created The Worlds Biggest Spam (Email) Databases
  143. 143. It’s Old Guard V New Kids On the Block With A Bit Of Mobile Thrown In For good Measure
  144. 144. The Changes Have Not had Negative Impact
  145. 145. Mobile
  146. 146. The Desktop Still Dominates
  147. 147. Mobile Is Not About Purchasing
  148. 148. Purchase From Time Of Deployment
  149. 149. Mobile Is About Triage
  150. 150. Inbox Overload
  151. 151. Inbox Overload
  152. 152. Email Volumes Continue To Grow
  153. 153. 42% Of UK Consumers Say > 40% Of Email We Send Is Relevant
  154. 154. How We Feel About Email Not Driven By Frequency
  155. 155. How We Feel About Email Not Driven By Frequency
  156. 156. Disproving The Myth Of Inbox Overload • Top 200 Email Senders In US In 2012 • 300 Billion Emails • Orange Dots Represent Average Rates/Given Volume *Source EDS Analyst
  157. 157. Despite The Frequency We Are Good This
  158. 158. You Can’t (Re)Engage With An Email You Don’t Get
  159. 159. Thank You & Stay in touch alchemyworx.com/delaquist_ebook dela@alchemyworx.com @delaquist uk.linkedin.com/in/delaquist www www.alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx
  160. 160. Retention and reactivation: how to stop your engagers going cold JC Mighty, Head of Campaign Management, dmg media #dmaemail Sponsored by Insight Partner
  161. 161. Retention and reactivation: How to stop your engagers going cold Jean-Claude Mighty, Head of Campaign Management, dmg media
  162. 162. Challenge Within a congested inbox landscape how do we gain sight of the successful trends? How do these insights inform our email strategies?
  163. 163. Portfolio Effect Within the dmg media portfolio we have an assortment of brands. Who all use email
  164. 164. Reviewing the overlap Mail Metro Wowcher What does the overlap tell us?
  165. 165. What were the results? We were able to give brands a view of how their recipients were engaging with other propositions across the portfolio. After Before Mail Metro 0% 20% 40% 60%
  166. 166. Panel discussion Fiona Robson, Managing Director, Rocketseed David Cole, Managing Director, fast.MAP Dela Quist, Chief Executive Officer, Alchemy Worx JC Mighty, Head of Campaign Management, dmg media #dmaemail Sponsored by Insight Partner
  167. 167. Closing comments Fiona Robson, Managing Director, Rocketseed #dmaemail Sponsored by Insight Partner
  168. 168. Thank you for coming ! #dmaemail Sponsored by Insight Partner

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