Email Marketing Studies

IPT Email Marketing Studies 2004-06 RESULTS Martin Kiersnowski Chief Operations Officer IPT Email Marketing Studies 2004-06 RESULTS

 Questionnaire hosted on IMRS website

 Email invitations to IMRS research panel

 1,231 respondents from throughout UK

 47% male, 53% female, 52% married

 51% in full time work

 57% own home or are buying through mortgage

 56% have one or more children

Some questions in this survey were duplicated in a 2004 survey—where applicable, results reported for both years.

Consumer research

Public perceptions and attitudes towards email marketing

Key finding: Although DM is often criticized by interest groups and the press, the public is far more tolerant

80% open their bulk mail folders to look at DM

Consumer research

How many email accounts do you have? Consumer research

Number of email accounts N=1,188

How many of these email accounts do you check every day? Consumer research

Frequency of checking email accounts N=1,187

What type of email accounts do you have? Consumer research

Types of email accounts N=2,110

Primary email account Q: Do you consider one of these accounts to be your ‘primary’ or most important account for personal email messages sent and received? Consumer research

Primary email account N=1,185

Frequency of opening DM Q: How frequently do you open a direct marketing email? Consumer research

Frequency of opening DM N=1,186

Frequency of click-through Q: Have you ever clicked on a link in a direct marketing email that took you to another website? Consumer research

Frequency of click-through N=1,187

Frequency of purchase from DM Q: Have you ever made a purchase (either online or in a store) based on what you saw in a direct marketing email or a web page you visited after clicking a link in a direct marketing email? Consumer research

Frequency of purchase from DM N=1,187

Motivators Q: Have you ever entered a competition or prize draw or sweepstakes after viewing a direct email marketing message? Consumer research

Motivators N=1,179

Is this invitation to participate in market research considered Direct Mail? Consumer research

Market research & DM N=1,185

Incentive to Open (1)‏ Q: When you are trying to decide whether or not to open a direct marketing email message, which of the following might persuade you to open it? Please tick all that apply. Consumer research

Incentive to open (all) N=1,188

Incentive to Open (2)‏ Q: And which of these features would be most likely to make you open a direct marketing email? Consumer research

Incentive to open (primary) N=1,188

Time Emails Are Opened (1)‏ Q: At what time of day are you most likely to open a direct marketing email, assuming it interests you enough to open it at all? Consumer research

Time emails are opened N=1,181

Time Emails Are Opened (2)‏ Q: Generally speaking, how quickly do you open those direct marketing emails that you do open? Consumer research

Time before opening DM N=1,185

 A division of Interactive Prospect Targeting, the UK’s largest online data collector

 IMRS has the UK’s largest online Market Research Panel—313,000 registered respondents at present

 We host surveys and provide sample for ad hoc projects, as well as panellists for third parties

 We charge per completed survey. Our costs are low and our turnaround time is fast

 We adhere to the Market Research Society’s Code of Conduct in all of our research

Who are we?

 IMRS is a full service market research agency

 Obviously, we do conduct a large number of Internet surveys

We also conduct online focus groups

We recruit for CATI surveys online

We can act as full charge supplier for complex or multi-modal projects

 IMRS conducts qualitative research, both online and off

 We consult with companies regarding the effective use of and response to weblogs

What do we do?

IMRS panel profile 313,000 respondents as of 1/3/2006

Trends in Email Marketing Industry research

Nielsen//NetRatings UK NetSpeed home data, including Internet applications, Aug 04 & Aug 05, October 2005  Broadband usage exploded in the UK over the past 12 months.  Almost three-quarters of home Internet users in the UK have a broadband connection  Top 3 Brands experiencing greatest growth in Broadband audience (Aug 04-Aug 05): Industry stats 2005

Industry stats 2005 Nielsen/NetRatings UK NetSpeed home data, October 2005

 B2C email marketing will double from 2005-2010: the UK & Germany lead the way.

For the first time, over half of the European online population (51%) is shopping on the Internet.

The UK had the largest percentage of online shoppers, at 71% of its online population

Forrester, Oct 2005

 Digital agencies report massive growth as online advertising marches on

Brand Republic 26 Oct 2005

 THE exponential growth of online sales was revealed yesterday when the Office for National Statistics said that their value rose by 81 per cent last year.

Times Nov 05

Industry stats 2005

 Internet use outstrips TV viewing for the first time

Brand Republic 8 Mar 2006

 After many years of strong increases, spend on direct mail had gone into reverse. Three main causes: the rise of email marketing, better targeting of direct mail and consolidation among marketers

Thomson Intermedia /KPMG: annual media spend 2005

 Gates says future of advertising lies on the internet

Brand Republic 27 Oct 2005

Industry stats 2005

 UK trails the field at enforcing digital marketing laws Osborne Clark, March 2006

 Fewer consumers are using work e-mail accounts to receive opt-in commercial e-mails.

This trend could be driven by factors such as rapid adoption of high-speed Internet access at home and increasing consumer comfort in managing multiple email accounts, each serving a different purpose DM News, March 2006

Industry stats 2005

 February 2006  IPT questionnaire microsite  Email invitation to to 9,000 direct marketing professionals  Broad selection of industry sectors for balanced sample Industry research

How much of your spend is allocated to email marketing? Industry research

Email marketing as a % of total spend

Are you planning to increase your spend on email marketing? Industry research

Increase in email marketing spend 2006

How do you use email marketing? Industry research

Uses of email marketing

How do you send your campaigns? Industry research

Email delivery

Do you check your emails for junk mail triggers? Industry research

Use of spam filter checks

How clean are your email lists? Industry research

Level of data hygiene

Do you use open & click-through tracking? Industry research

Use of open & click through tracking

Do you track actual sales? Industry research

R.O.I. tracking

How well do you understand the latest email legislation? Industry research

Email legislation

Typical online consumer  multiple email accounts  primary account is personal, web-based  checks email every day  likely to respond to marketing email every week Typical email marketer  planning to increase use of email  comfortably using email for customer acquisition  greater reliance on proven technology  confident use of campaign tracking Snapshot

Breakfast at the Savoy Q&A Breakfast at the Savoy