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Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates
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Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out on response rates

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The big question: “Is there a connection between email clients (Hotmail, Yahoo, GMail etc) and Net Promoter® response rate?” …

The big question: “Is there a connection between email clients (Hotmail, Yahoo, GMail etc) and Net Promoter® response rate?”
If yes, which email client has the biggest response rate? And which has the lowest response rate?
Is there is a connection between email clients and comments rate?

Find out in this short presentation from CustomerGauge

Published in: Business, Technology
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  • 1. Email Clients andSurvey Response*Net Promoter, NPS, and Net Promoter Score are trademarks ofSatmetrix Systems, Inc., Bain & Company, and Fred Reichheld.Rhys WesleyDirectnessAdam.dorrell@directness.netAn analysis of Net Promoter® surveysApril 2013VV
  • 2. A word about CustomerGauge…• CustomerGauge is the leading real-timeNet Promoter® measurement platform.– Complete workflow and service recoverysystem– B2b, b2c and b2e solutions– Automated reporting and digital signage– Automated, with integrations to CRMsystems including SalesForce.com– 32 languages (reporting system in EN,DE, ES, FR, NL, CN)• Launched 2007• HQ Amsterdam, global coverage withpartnersA D V E R T I S E M E N T
  • 3. Email Clients and Survey Response• The big question:“Is there a connection betweenemail clients (Hotmail, Yahoo,GMail etc) and Net Promoter®response rate?”– If yes, which email client has thebiggest response rate? And whichhas the lowest response rate?• Is there is a connection betweenemail clients and comments rate?VV
  • 4. Sampling size and media• Data sample taken from 5 clients operating inb2c during period of 1 January 2013 until 31March 2013• More than 400,000 records examined– 93K responses– Mostly from European countries• “Response”: our definition– Open primary email or a reminder email,– completed short NPS survey• “Comment Rate”:– Number of completed surveys that included a freetext comment• Email Domains:– Microsoft (MSN, Live, Hotmail, Outlook)– Google (GoogleMail, Gmail)– Yahoo (YahooMail,Ymail)– AOL– GMXOur emails and surveys are optimised for mobile and desktop
  • 5. Email – Maximising Deliverability• We test the emails by previewing in37 different email clients (usingLitmus, which we highly recommend)• We test spam, and eliminated theissue as much as possible for this:– Wording is carefully chosen: does notcontain any usual spam filter triggerwords– HTML carefully crafted and tested inmost email clients• We monitor opens, clicks, bouncesand spam alerts• Our emails and surveys are designedto work on the desktop and mobiledevices
  • 6. Data ContributionEmail Clients SentMicrosoft 117,085Google 62,458Yahoo 42,246AOL 9,839GMX 21,360All others 196,239Client spread SentClient 1 179,649Client 2 112,015Client 3 56,760Client 4 9,612Client 5 91,191
  • 7. Response Rate per Email ClientsEmailClientsSent NoResponseResponse CumulativeResponseRateMicrosoft 117,085 100,958 16,127 56.8Google 62,458 46,560 15,898 104.9Yahoo 42,246 34,284 7,962 77.4AOL 9,839 8,532 1,307 13.5GMX 21,360 17,336 4,024 77.4All others 196,239 148,549 47,690 100The highest responserate is from Google – iteven trumps out theresponse rate from allother email clients26% of emails were sentto Microsoft and yet theyhave the second lowestresponse rate.(on average theirresponse rate is half ofGoogle’s)Gmail is 2xresponseMicrosoft
  • 8. Comments Rate per Email ClientsEmail Clients Response Comments CumulativeCommentsRate %Microsoft 16,127 6,919 42,9Google 15,898 6,724 42,3Yahoo 7,962 3,431 43,1AOL 1,307 501 38,3GMX 4,024 1,082 26,9All others 47,690 19,206 40,3Microsoft, Google,Yahoo have similarrates of commentscompletionGMX has the lowestcomments rateNO SIGNIFICANTDIFFERENCE INCOMMENT RATE
  • 9. Bounce Rate per Email ClientsEmail Clients BounceRate%Microsoft 3Google 2.3Yahoo 2.7AOL 2.1GMX 0.5All others 2.7Microsoft has thehighest bouncerate at 3% (aboveall others) andGMX has thelowestGoogle has thelowest of the majorclients at 2.3%
  • 10. Surveys: Mobile growing fast• Mobile surveysare at 28% andrising– Some clients at50%– iOSsignificantlyleading android• Implications -simple emails,short surveysDesktops: Windows / MacMobile: iOS / AndroidStats from Mar 2013, 10 CG ClientsAveraGe 28%MOBILE
  • 11. March 2013 Stats on Email OpensStats taken from AllCustomerGauge clients
  • 12. Conclusions• For b2c clients, there is a significant correlation betweencustomers’ email client and survey responses rates.– Gmail has the best response rate, followed by “all others.”– Microsoft (Hotmail, Live, Outlook, etc) have the lowestresponse – about half that of Gmail.• Most email clients return a similar rate of comments.• The variation in bounce rate between email clients doesnot account for the variation in response rates.• We can predict response rates based partly on seeingthe split by email clients.• INFERENCES:– Could it be that Microsoft spam filters are more highly tuned? Thiscould account for the large difference, but we don’t believe this tobe the case– Is it more likely that the value attached to reading mail in Microsoftaccounts is lower, meaning many mails are ignored, or email boxesrarely opened?– Be aware that your Hotmail contacts may not be as engaged asyour Gmail contactsVVGmail is 2xresponseMicrosoft
  • 13. Connect with us• If you’d like to request a demonstration or find out moreabout the CustomerGauge platform, please emailinfo@customergauge.com• To stay ahead of your competition with Net Promoterbest practices, follow our blog athttp://customergauge.com/engaugement/• You can also sign up to our weekly Net Promoter Newsor connect with us on LinkedIn and Twitter@CustomerGauge.

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