Email is among the most trusted medium of all digital marketing tools‒often cited ahead of display media, banner ads, and brand websites. But are email marketers leveraging this channel effectively? What do consumers think about what we do? As often as we try to put the consumer first, many times we miss the mark.
In this session, email industry expert, Ryan Phelan, VP of Strategic Services for BlueHornet, shares valuable from-the-field insight about how consumers use email and what they think about email marketing.
Walk away from this session with a greater understanding of consumer expectations and actionable strategies on how to foster the type of relationship that consumers really want to have with brands.
BlueHornet Research Study: Consumer Views of Email Marketing
Email Marketing Trends for Ryan P. Phelan Vice President, Strategic Services2012: A revealing look at what BlueHornet how consumers use email @ryanpphelan
Industry Experience • Director, Email Marketing & Acquisition at Sears Holdings • Responsible for East Coast Operations at Responsys • Director, Email Marketing & Online Advertising at infoGROUP, Inc Thought Leadership • DM News: Email Gets Personal (Cover Story) • Keynote address – March 2012, EEC12 • Recent Article: Changing Consumer Perceptions of the Email Channel, Simms Jenkins - bit.ly/RP_P1 • Co-Chair of the EEC List Growth & Engagement Roundtable • Member of:Ryan PhelanVice President, Strategic Services Various Email Discussion Groups on:
What are the most important reasons to sign up foremail? Discounts: 95.4% Product Updates: 56.5% Love the Brand: 56.1% Product Research: 38.2% Other: 2.8%
Key Takeaways> Incorporate preference centers into your welcome process> Gather relevant information and test the amount> Don’t take advantage of the trust> Test pricing and discount strategies in your emails> Test calls to action between “Learn More” and “Buy Now”
What do you expect2 to happen after you sign up for an email list?
Do you expect to get a welcome email when yousign up to receive email notifications? Yes: 75.7% No: 24.3%
Key Takeaways:> Make sure that you have a welcome email sent instantly after registration> During registration, test asking what they want out of the relationship> Price and Discounts are the top reasons for purchase from email (Free Shipping is a close third)> Cadence should be rooted in relevant content to the consumer at each phase of development> Don’t bombard the consumer
If you receive a3 mobile email that doesn’t look good, what do you do?
If you get a mobile email that doesn’t lookgood, what do you do? Delete it: 69.7% Unsubscribe: 18.0% View on Desktop: 17.7% Don’t know: 9.4% Read it Anyway: 7.6% File it: 3.5%
Key Takeaways:• Don’t be lazy marketers, optimize your emails for mobile devices• Use effective subject lines and pre-header text to assist in the “triage”• Use segmentation to group mobile users from desktop users and track performance• Over half of respondents triage email
Why would you4 unsubscribe from an email list?
Source: Forrester’s The Best And Worst Of Email Marketing, Q4 2010 Base: 64 marketing emails
When you unsubscribe, what is the primaryreason? Relevance: 31.4% Frequency: 30.7% Inbox Overload 22.7% Tired of Brand 12.4% Other: 2.8%
Key Takeaways• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe• An overloaded inbox is the third most popular reason why someone would unsubscribe at 22%• Think strategically first, tactically second about your email program• Make sure your emails provide value• Use segmentation to send engaged groups emails – utilize Win-Back Programs
If you’re about to5 unsubscribe, is there anything the brand could do to change your mind?
If you’re about to unsubscribe, is there anything thebrand could do to change your mind? Never: 59.4% Sometimes: 25.6% Always: 15.0%
Key Takeaways• 40% of consumers might stay on your list if given options – implement an opt-down program• Offer choices of cadence and subscription in an opt-down program• Implement Win-Back Programs to engage the customer and renew the trust• Ask a survey of those that are going to subscribe
Conclusion• Think strategically first, tactically second about your email program• Make sure that you have a welcome email sent instantly after registration• Cadence should be rooted in relevant content to the consumer at each phase of development• Don’t be lazy marketers - optimize your emails for mobile devices• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe• 40% of consumers might stay on your list if given options – implement an opt-down program
There are real people getting your emails – don’t forget that!
Ryan PhelanVice President, Strategic Servicesryan@bluehornet.com619.295.1856 x36113Want to learn about email marketing? Follow me on Twitterand watch #emailmarketing! > @ryanpphelan @bluehornetemail