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What consumers really want     from their emails           41 Portland Place       Thursday 25 October 2012              #...
What consumers really want from their emails                  41 Portland Place                  Thursday 25 October 2012 ...
WelcomeSponsored By                  Fiona Robson, ManagingInsight Partner                     Director, Rocketseed
Research FindingsSponsored By                  Paul Seabrook, Director and Co-Insight Partner                         Foun...
Email Tracking Study Wave4Paul SeabrookOctober 2012
Email Marketing. Ticks a lot of boxes….Visibility of what happensEasier to testMedia rich environmentRight person, time, m...
But, how representative are you?
This studyBrings 1,043 consumers into this roomOnline self-completion study from fast.MAP’sConsumer Voice panelWave 4 of t...
Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT WORK?
Over half of the population don’t spendanytime on email at work
Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT HOME?
Over a third spend more than 2 hours a dayon email at home. Highest figure since2010                   34
The timing challengeLower checking has implications for quick expiry dealsMultiple devices means different levels of engag...
Q: HOW MANY EMAIL ADDRESSES DO YOU HAVE? PLEASETHINK ABOUT WORK AND PERSONAL
Don’t just get an email address. Aim for  the right email address“I tend to have atleast one to give tocompanies /websites...
How to get to that main email addressHighlight the value and benefitsTestimonialsSamples of past emailsClear sign up proce...
Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UPTO RECEIVE EMAILS FROM
The competitive inbox landscape
The competitive inbox landscape
Q: HOW MANY EMAILS DO YOU RECEIVE IN YOUR INBOX ONAVERAGE EACH WEEK FROM BRANDS YOU TRUST?
Around 40% get less than 3 a day                   2.5 emails per week                     DMA National email benchmark re...
A simple increase in emailing frequency remains  a strong option worthy of testing for many  sendersUse customer data bett...
Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETINGEMAILS IN YOUR INBOX?
Don’t judge a campaign after 48 hours…
WHAT SUBSCRIBERS WANTQ: WHAT FACTORS CAUSE YOU TO SIGN UP TO ABRANDS’S EMAILS?
Yes it’s about saving money, but not exclusively
Seize the momentIntegrate opt-in forms into existing interaction points.…within the online checkout process.…in popovers t...
Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKERECEIVING THE BEST?
Free delivery? Not a big deal
Q: WHAT PERCENTAGE OF THOSE THAT YOU RECEIVE DOYOU CONSIDER INTERESTING OR RELEVANT TO YOU?
Interest and relevance has tripled in 2       yearsBut… A quarter say no more than 1 in 10 brand emails are interesting or...
Q: WHEN YOU RECEIVE AN INTERESTING EMAIL, PLEASESELECT UP TO THREE MOST LIKELY ACTIONS YOU WOULDTAKE FROM THE LIST BELOW:
Don’t underestimate the true impact ofmarketing emails
Q: WHAT IS MOST LIKELY TO PROMPT YOU TO MARK ANEMAIL AS SPAM?
Fear is the key trigger for Spam. Frequency andno recall of signing up have halved in 2 years
MOBILE EMAILQ: WHAT DEVICE DO YOU NORMALLY VIEW YOUR EMAILSON?
Don’t think about your own behaviour…
Clear evidence of inbox management viamobile
SOCIAL NETWORKSQ: WHICH OF THE FOLLOWING SOCIAL NETWORKS DO YOUUSE?
Over three quarters have some sort ofSocial Network presence
Pass it on
Positive for email / social networkintegration
Confidence and engagement is growingwith Social Network users
SUMMARY AND KEY OBSERVATIONS
Wave 4 SummaryMind the GAP. We are very untypical in the way weuse and consume emailIt’s a growth medium. People are spend...
Thank You
Turning insights from the                   email tracking study intoSponsored By                            resultsInsigh...
Dela Quist: CEO Alchemy Worx
Merkle View from the inbox 2011
Database SizeEmail should be the                                               Order of Importance                        ...
alchemyworx.com/delaquist-ebookdela@alchemyworx.com                   @delaquist                   uk.linkedin.com/in/dela...
Building trust with emailSponsored By                  Zara Timms, Data MarketingInsight Partner                         M...
“BUILDING TRUST WITH EMAIL”AVIVA UK DIRECT INSURANCEEMAIL STRATEGYZara TimmsData Marketing Manager - Aviva UK Direct Insur...
The Email Agency Effect “Internal resources are the biggest barrier to success: most businesses have less than one staff h...
About me
The numbers      4 million targeted emails      sent monthly                                  % of Online     %       %   ...
Goals of the Aviva email     programme     Shortlist                                                                      ...
Building trust / getting into the customers innercircle;CustomerOn-boarding & engagement – ‘Loyalty loop’           comms ...
Building trust / getting into the customers inner circle; Non customer comms                    Survey email Off RenewalQu...
Data quality & volume  Cleansed         Oct 10 vs Aug     64% more    data;               12;         quotes with  duplica...
Frequency? How much is too much? Source; MarketLive 2011 Consumer Shopping Survey
A case for increased frequency -Email as part of the overall online responseUpstream traffic from email services (% of sit...
A case for increased frequency -Email as part of the overall online responseDownstream traffic from email services (% of a...
Email Cycle- Increasing Frequency                          Acquisition email (+2 Remails) month before                    ...
A case for increased frequency – Open reach                             Additional mailings sentSource: Alchemy Worx
Building trust / getting into the customers inner circle;Post Purchase Opt In Trigger                        Welcome messa...
Mobile Optimisation  Android       (using)                iPhone                          Aviva.co.uk mobile        Jan vs...
Attribution; What is the true impact ofemail?
Questions?
Panel discussion                   - Paul Seabrook, Director and Co-Sponsored By                           Founder, fast.M...
Closing CommentsSponsored By                  Fiona Robson, ManagingInsight Partner                     Director, Rocketseed
Sponsored By                  Thank youInsight Partner
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
What consumers really want from their emails   presentation
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Transcript of "What consumers really want from their emails presentation"

  1. 1. What consumers really want from their emails 41 Portland Place Thursday 25 October 2012 #dmaemailSponsored By Insight Partner
  2. 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.MAPSponsored 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, AvivaInsight 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. 3. WelcomeSponsored By Fiona Robson, ManagingInsight Partner Director, Rocketseed
  4. 4. Research FindingsSponsored By Paul Seabrook, Director and Co-Insight Partner Founder, fast.MAP
  5. 5. Email Tracking Study Wave4Paul SeabrookOctober 2012
  6. 6. Email Marketing. Ticks a lot of boxes….Visibility of what happensEasier to testMedia rich environmentRight person, time, messageUpdate campaigns in real-timeMass marketReach people at home, at work, on holiday, inbed, travelling, when shopping….
  7. 7. But, how representative are you?
  8. 8. This studyBrings 1,043 consumers into this roomOnline self-completion study from fast.MAP’sConsumer Voice panelWave 4 of this trackerOther trackers include Data, Financial Services andmore plannedDesigned by DMA / Councils / Sponsors. Somequestions across all waves. Some new for this waveRecalibrate, inform, inspire, give direction, practicaladvice and confidence
  9. 9. Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT WORK?
  10. 10. Over half of the population don’t spendanytime on email at work
  11. 11. Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT HOME?
  12. 12. Over a third spend more than 2 hours a dayon email at home. Highest figure since2010 34
  13. 13. The timing challengeLower checking has implications for quick expiry dealsMultiple devices means different levels of engagementbut silence is not necessarily rejectionTrying to second guess when consumers might beonline maybe forlorn. And one size doesn’t fit allNot just time of day but day of week, day of month orlifestyle triggersTriggers: seasonality, weather, order confirmations,review requests, browsing activity on the website
  14. 14. Q: HOW MANY EMAIL ADDRESSES DO YOU HAVE? PLEASETHINK ABOUT WORK AND PERSONAL
  15. 15. Don’t just get an email address. Aim for the right email address“I tend to have atleast one to give tocompanies /websites thatdemand one, but Idon’t want to sharemy main one” =50% of consumers
  16. 16. How to get to that main email addressHighlight the value and benefitsTestimonialsSamples of past emailsClear sign up processEasy opt-out processPrivacy statementsMember associationsSecurity Certificates Build Trust and Keep it
  17. 17. Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UPTO RECEIVE EMAILS FROM
  18. 18. The competitive inbox landscape
  19. 19. The competitive inbox landscape
  20. 20. Q: HOW MANY EMAILS DO YOU RECEIVE IN YOUR INBOX ONAVERAGE EACH WEEK FROM BRANDS YOU TRUST?
  21. 21. Around 40% get less than 3 a day 2.5 emails per week DMA National email benchmark report 2011
  22. 22. A simple increase in emailing frequency remains a strong option worthy of testing for many sendersUse 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 withoutovertly demanding anything in return.Introduce promotional messages to existing, non-promotionalemail, 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: ifsomeone clicks on every email, they’ll likely welcome more.Allow people to opt-in to another email stream or moreemails, 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 apost-purchase follow-up requesting a product review) or datapoint (like a birthday message).
  23. 23. Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETINGEMAILS IN YOUR INBOX?
  24. 24. Don’t judge a campaign after 48 hours…
  25. 25. WHAT SUBSCRIBERS WANTQ: WHAT FACTORS CAUSE YOU TO SIGN UP TO ABRANDS’S EMAILS?
  26. 26. Yes it’s about saving money, but not exclusively
  27. 27. Seize the momentIntegrate opt-in forms into existing interaction points.…within the online checkout process.…in popovers that are activated when website visitorshave viewed a certain number of pages or spent acertain amount of time on the site.…above the fold on web pages, but also at the end ofarticles, videos, slideshows, quizzes or other points ofstrong visitor engagement.
  28. 28. Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKERECEIVING THE BEST?
  29. 29. Free delivery? Not a big deal
  30. 30. Q: WHAT PERCENTAGE OF THOSE THAT YOU RECEIVE DOYOU CONSIDER INTERESTING OR RELEVANT TO YOU?
  31. 31. Interest and relevance has tripled in 2 yearsBut… A quarter say no more than 1 in 10 brand emails are interesting or relevant
  32. 32. Q: WHEN YOU RECEIVE AN INTERESTING EMAIL, PLEASESELECT UP TO THREE MOST LIKELY ACTIONS YOU WOULDTAKE FROM THE LIST BELOW:
  33. 33. Don’t underestimate the true impact ofmarketing emails
  34. 34. Q: WHAT IS MOST LIKELY TO PROMPT YOU TO MARK ANEMAIL AS SPAM?
  35. 35. Fear is the key trigger for Spam. Frequency andno recall of signing up have halved in 2 years
  36. 36. MOBILE EMAILQ: WHAT DEVICE DO YOU NORMALLY VIEW YOUR EMAILSON?
  37. 37. Don’t think about your own behaviour…
  38. 38. Clear evidence of inbox management viamobile
  39. 39. SOCIAL NETWORKSQ: WHICH OF THE FOLLOWING SOCIAL NETWORKS DO YOUUSE?
  40. 40. Over three quarters have some sort ofSocial Network presence
  41. 41. Pass it on
  42. 42. Positive for email / social networkintegration
  43. 43. Confidence and engagement is growingwith Social Network users
  44. 44. SUMMARY AND KEY OBSERVATIONS
  45. 45. Wave 4 SummaryMind the GAP. We are very untypical in the way weuse and consume emailIt’s a growth medium. People are spending more timeon emailOne size does not fit allAim for the right email address, not just an emailaddressOpportunity to trial increase in frequencyMulti-channel approach to viewing, opening, managingand reacting to emailsMix money saving offers with more engaging, lessdemanding messagesResponse isn’t just clicks and opens. Just under half ofresponse isn’t visible through normal measurementSocial Network behaviour is changing rapidly withpeople wanting to help and contribute
  46. 46. Thank You
  47. 47. Turning insights from the email tracking study intoSponsored By resultsInsight Partner Dela Quist, Chief Executive Officer, Alchemy Worx
  48. 48. Dela Quist: CEO Alchemy Worx
  49. 49. Merkle View from the inbox 2011
  50. 50. Database SizeEmail should be the Order of Importance Send Frequencyprimary means by whichsomeone you already Subject Linesknow, visits your site orinteracts with your brand Offer & Creativeonline. Data Segmentation
  51. 51. alchemyworx.com/delaquist-ebookdela@alchemyworx.com @delaquist uk.linkedin.com/in/delaquist www www.alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx
  52. 52. Building trust with emailSponsored By Zara Timms, Data MarketingInsight Partner Manager, Aviva
  53. 53. “BUILDING TRUST WITH EMAIL”AVIVA UK DIRECT INSURANCEEMAIL STRATEGYZara TimmsData Marketing Manager - Aviva UK Direct Insurancezara.e.timms@aviva.co.uk Zara Timms
  54. 54. 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
  55. 55. About me
  56. 56. 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
  57. 57. Goals of the Aviva email programme Shortlist Converting1. 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 exposure4. RENEWAL STRATEGY 3. IN LIFE STRATEGY Guiding the customer through Renewal Build advocacy through engagement
  58. 58. Building trust / getting into the customers innercircle;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
  59. 59. Building trust / getting into the customers inner circle; Non customer comms Survey email Off RenewalQuotes & +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 emailAcquisition on-renewal targeted Off Renewal Acquisition email Newslette Winback & r Enquirer on-ren Newslette r Surve y
  60. 60. Data quality & volume Cleansed Oct 10 vs Aug 64% more data; 12; quotes with duplicate Del rate up 11% the same records volume ofreduced from Opens up 15% data and25% 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%
  61. 61. Frequency? How much is too much? Source; MarketLive 2011 Consumer Shopping Survey
  62. 62. A case for increased frequency -Email as part of the overall online responseUpstream traffic from email services (% of site traffic driven from email sources) Source: Hitwise upstream and down stream traffic from email services
  63. 63. A case for increased frequency -Email as part of the overall online responseDownstream traffic from email services (% of all email sources vs. industry)Source: Hitwise upstream and down stream traffic from email services
  64. 64. 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
  65. 65. A case for increased frequency – Open reach Additional mailings sentSource: Alchemy Worx
  66. 66. 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
  67. 67. 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)
  68. 68. Attribution; What is the true impact ofemail?
  69. 69. Questions?
  70. 70. Panel discussion - Paul Seabrook, Director and Co-Sponsored By Founder, fast.MAP - Dela Quist, Chief Executive Officer, Alchemy WorxInsight Partner - Zara Timms, Data Marketing Manager, Aviva
  71. 71. Closing CommentsSponsored By Fiona Robson, ManagingInsight Partner Director, Rocketseed
  72. 72. Sponsored By Thank youInsight Partner
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