Consumer Views on Email Marketing 2009

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What do customers think of your email marketing messages? In 2009 Emailcenter conducted a survey of consumers and discovered that: …

What do customers think of your email marketing messages? In 2009 Emailcenter conducted a survey of consumers and discovered that:
* Marketers send too many emails
* Emails lack relevance
* There is a lack of trust in marketing emails

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  • 1. Email Consumer Findings 2009
      • What do your customers think of your emails?
    www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
      • Sean Duffy - Principal Email Marketing Consultant
      • The session will start shortly.
      • Remember to turn on your speakers or:
      • Dial: +44 (0) 161 660 8220
      • Access code: 255-597-261
  • 2. About Emailcenter www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 One of the UK’s leading email marketing specialists Work with over 450 of the UK’s leading brands Developed Maxemail email campaign management solution Experienced account management and client services team Solutions, Services & Expertise
  • 3. Introduction www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 What do customers think of email marketing messages? Why is this important? - What makes an effective email programme - What to avoid - How do customers interact with your email
  • 4. Key Finding 1: Consumers receive a LOT of email www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
  • 5. Key Finding 1: Consumers receive a LOT of email www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 What does this mean for the marketer? - Lots of clutter around your messages - Small amount of reading time per message Suggested Strategies - Test, test, test - Be relevant - Only send when there is something to say
  • 6. Key Finding 1: Consumers receive a LOT of email www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Case Study – Canvas Holidays Simple A/B Split Testing - What makes a customer more likely to open an email? - From name more important than subject line - Test of “Canvas Holidays” versus “Heather – Canvas Holidays” Results - Open rate increased by 24% - Click-thru rate increased by 35%
  • 7. Key Finding 2: Relevance is the key www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
  • 8. Key Finding 2: Relevance is the key www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
  • 9. Key Finding 2: Relevance is the key www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Time Open Rate
  • 10. Key Finding 2: Relevance is the key www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Why so much irrelevant email? - Irrelevant email generates an excellent ROI - Lack of data to target emails - Senior management dictating a tactical approach to emailing Results - Educate Senior Management on the benefits and pitfalls - Segment & tailor email campaigns - Relevant timing – not just newsletters
  • 11. Key Finding 2: Relevance is the key www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Case Study - Cartridge People tailored emails based upon brand - Supplier of ink and toner cartridges - Tailored emails based upon printer model each consumer owns - Uses dynamic content rather than lots of segmented emails Results - 30% increase in conversion rates through being relevant
  • 12. Key Finding 2: Relevance is the key www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Case Study – James Villa Holidays brochure request emails - The basic rule – send emails at the right time for the recipient! - Brochure requests followed up with email to increase conversion - Last 3 search results for each brochure requester captured - Emails tailored based upon - Number of children in party - Brochure requested - Destinations searched
  • 13. Key Finding 3: Marketers abusing trust of consumers www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
  • 14. Key Finding 3: Marketers abusing trust of consumers www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
  • 15. Key Finding 3: Marketers abusing trust of consumers www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 What does this mean for the marketer? - Small complaint levels can lead to delivery issues - Too many emails and they will switch off altogether Suggested Strategies - Law versus ethics - Review data capture process – sell the benefits of your email! - Choose the right frequency
  • 16. Key Finding 3: Marketers abusing trust of consumers www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Case Study – toptable increasing revenue by sending fewer emails - Emails sent twice a week with the latest offers - List fatigue set in with open rates falling - If frequency reduced sales fall - Compared one a week to a control group of NEW CUSTOMERS - 3 months later results showed that if you reduce the frequency: - Open rates 86% higher - Unsubscribe rates 57.1% lower - Bookings 10.6% higher
  • 17. Takeaways www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921 Think strategically about email marketing Relevance is critical Questions?