What consumers really want from their emails presentation
What consumers really want from their emails 41 Portland Place Thursday 25 October 2012 #dmaemailSponsored By Insight Partner
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
WelcomeSponsored By Fiona Robson, ManagingInsight Partner Director, Rocketseed
Research FindingsSponsored By Paul Seabrook, Director and Co-Insight Partner Founder, fast.MAP
Email Tracking Study Wave4Paul SeabrookOctober 2012
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….
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
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 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
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 thatdemand one, but Idon’t want to sharemy main one” =50% of consumers
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
Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UPTO RECEIVE EMAILS FROM
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 report 2011
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).
Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETINGEMAILS IN YOUR INBOX?
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 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.
Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKERECEIVING THE BEST?
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
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
Building trust with emailSponsored By Zara Timms, Data MarketingInsight Partner Manager, Aviva
“BUILDING TRUST WITH EMAIL”AVIVA UK DIRECT INSURANCEEMAIL STRATEGYZara TimmsData Marketing Manager - Aviva UK Direct Insurancezara.firstname.lastname@example.org Zara Timms
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
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
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
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
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
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%
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 site traffic driven from email sources) Source: Hitwise upstream and down stream traffic from email services
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
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
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 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
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)