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2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile Email

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For the fourth consecutive year, BlueHornet has surveyed consumers across the United States to better understand their behavior about email marketing. This year, over 1,800 consumers reveal they are increasingly digitally connected, savvy, and have high expectations of email marketing. Take a deep dive into the data from the report and learn what your customers are saying, and doing, about marketing emails.

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2015 Consumer Views of Email Marketing, Part 1: Email Usage Patterns & Mobile Email

  1. 1. 1 CONSUMER VIEWS OF EMAIL MARKETING 2015 2015 Consumer Views of Email Marketing Part 1: Usage Patterns & Mobile Email PART 1 Email Usage Patterns & Mobile Email
  2. 2. 2 CONSUMER VIEWS OF EMAIL MARKETING 2015 WELCOME & INTROS Chris Frasier Sr. Director, Customer Success, BlueHornet Melissa Shaw Partner, Strategy, Shaw + Scott
  3. 3. 3 CONSUMER VIEWS OF EMAIL MARKETING 2015 STUDY METHODOLOGY & DEMOGRAPHICS INFO The Consumer Views of Email Marketing survey was developed by BlueHornet and the research was fielded by Flagship Research to a national panel of 1,815 consumers. The survey panel was representative of the U.S. population between the ages of 18 and 64.
  4. 4. 4 CONSUMER VIEWS OF EMAIL MARKETING 2015 EMAIL USAGE PATTERNS
  5. 5. 5 CONSUMER VIEWS OF EMAIL MARKETING 2015 How many email addresses do you have? Do you use a separate email address for marketing/advertising emails? Younger respondents (34 and under) were much more likely (40%) to use a separate email address specifically for marketing/advertising messages.
  6. 6. 6 CONSUMER VIEWS OF EMAIL MARKETING 2015 SUBJECT LINE HOT TIPS • Focus on interplay between subject lines and pre-headers (don’t repeat exact copy, but tell a cohesive story) • Pique curiosity with a list • Ask a question • Tease popular product features or tips • Create a sense of urgency when there’s a real deadline or compelling reason to act now • Test personalization (not just name) • Test occasional use of symbols
  7. 7. 7 CONSUMER VIEWS OF EMAIL MARKETING 2015 How many times per day do you check email? More than a third of respondents indicate they check email continuously throughout the day.
  8. 8. 8 CONSUMER VIEWS OF EMAIL MARKETING 2015 Day & Time testing • A|B test of 8:30am and 10:30am Eastern sends • 10:30am saw a 225% increase in revenue over 8:30am
  9. 9. 9 CONSUMER VIEWS OF EMAIL MARKETING 2015 Habits Weekend Reading Saturday is the best day of the week to send weekly newsletters. Morning or Evening? 6pm had a 21% higher open rate and 33% higher CTR over 6am. TakePart Subscriber Habits
  10. 10. 10 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Nearly nonstop checking of email underscores the need to design for optimal viewing on multiple devices and screen sizes • Time-of-day testing may be less of a priority as continuous email checking becomes the norm • Test to validate what your subscribers respond to – it may change according to content type
  11. 11. 11 CONSUMER VIEWS OF EMAIL MARKETING 2015 Which of the following devices do you own & use to check email? 18 to 24 year olds
  12. 12. 12 CONSUMER VIEWS OF EMAIL MARKETING 2015 Which of the following devices do you use most often to check email? 18 to 24 year olds All respondents
  13. 13. 13 CONSUMER VIEWS OF EMAIL MARKETING 2015 Actual device of open data 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 1 2 3 4 5 6 7 8 9 10 11 12 Desktop Open Rate Mobile Open Rate Tablet Open Rates Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  14. 14. 14 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS 5 Tips for Mobile Email Design • Adopt a template 300 to 500 pixels wide. Except for iOS-users, subscribers may have to scroll right to see all email content. • Make buttons at least 44 x 44 pixels for easy thumb-tapping • Make sure text is legible on small screens 14 pixels for body fonts and 22 pixels for headline fonts • Provide a prominent call-to-action (CTA) above-the-fold. Tell the reader what action to take in the first 300 pixels. • Cut the clutter to get your campaign objective across
  15. 15. 15 CONSUMER VIEWS OF EMAIL MARKETING 2015 How often do you prefer to hear from companies that send you marketing/ advertising email? 24% prefer to hear from marketers more often (several times per week or even daily).
  16. 16. 16 CONSUMER VIEWS OF EMAIL MARKETING 2015 Give them control over frequency
  17. 17. 17 CONSUMER VIEWS OF EMAIL MARKETING 2015 Give them control over content
  18. 18. 18 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Determine optimal frequency and cadence for each segment • Employ tried-and-true frequency testing methods. Track purchase and click behaviors and act on the trends you see. • Only send when you have something relevant to say
  19. 19. 19 CONSUMER VIEWS OF EMAIL MARKETING 2015 What information or interactions do you expect companies to use to personalize marketing/advertising emails for you?
  20. 20. 20 CONSUMER VIEWS OF EMAIL MARKETING 2015 Post-purchase personalization 20 DAYS POST SHIP Only to customers who purchased shoes but no belt. PURCHASE 45 DAYS POST SHIP Only to customers who purchased shoes. 350 DAYS POST SHIP Only to customers who purchased recraftable shoes.
  21. 21. 21 CONSUMER VIEWS OF EMAIL MARKETING 2015 For her For him Personalization by gender
  22. 22. 22 CONSUMER VIEWS OF EMAIL MARKETING 2015 Explicit & implicit data for personalization BROWSE ABANDONMENT CART ABANDONMENT BIRTHDAY 123455555
  23. 23. 23 CONSUMER VIEWS OF EMAIL MARKETING 2015 Oops…
  24. 24. 24 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Be an active listener and act on the explicit and implicit data you have now • Aggregate and organize your data • Use the most recent data you have • Segment and personalize all campaigns – including promotional messages • Cleanse and update data regularly
  25. 25. 25 CONSUMER VIEWS OF EMAIL MARKETING 2015 If you decide to unsubscribe, what, if anything, can that company do to keep you?
  26. 26. 26 CONSUMER VIEWS OF EMAIL MARKETING 2015 Opt-down Receive Fewer Emails We understand your inbox can fill up quickly. You can choose to reduce the frequency of Allen Edmonds emails you receive to one per week. We’ll carefully select which messages you will receive. REDUCE MY EMAILS
  27. 27. 27 CONSUMER VIEWS OF EMAIL MARKETING 2015 Opt-down survey Insert Blindsgalore from REIB 2015
  28. 28. 28 CONSUMER VIEWS OF EMAIL MARKETING 2015 Preference center
  29. 29. 29 CONSUMER VIEWS OF EMAIL MARKETING 2015 Be proactive Reactivation
  30. 30. 30 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Limit unsubscribes by sending relevant content at the right cadence • Look for inactivity and reach out early, automatically • Tailor email content to self-reported preferences and online, even in store, behavior • Always opt-down – by frequency and content type
  31. 31. 31 CONSUMER VIEWS OF EMAIL MARKETING 2015 Mobile Matters
  32. 32. 32 CONSUMER VIEWS OF EMAIL MARKETING 2015 How likely are you to complete a purchase on your mobile phone or tablet? 53% of 18 – 24 year olds are likely to purchase on a mobile phone or tablet
  33. 33. 33 CONSUMER VIEWS OF EMAIL MARKETING 2015 Columbia Sportswear device conversion comparison DESKTOP MOBILE/TABLET # OF PURCHASERS 19,847 11,397 CONVERSION RATE 3.45% 1.4% REVENUE 50% + AVERAGE ORDER VALUE 9% +
  34. 34. 34 CONSUMER VIEWS OF EMAIL MARKETING 2015 What prevents you from purchasing on your mobile phone or tablet?
  35. 35. 35 CONSUMER VIEWS OF EMAIL MARKETING 2015 Purchase workflow flow Eliminate extra steps from email to purchase Email
  36. 36. 36 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Consider the entire end-to-end experience • Deliver a simple, safe experience from click-through to conversion: • Pass through discount codes whenever possible • Make landing pages and check-out easy to see and navigate • Provide clear, detailed renderings of your products • Reinforce that the transaction is secure
  37. 37. 37 CONSUMER VIEWS OF EMAIL MARKETING 2015 Where do you prefer to purchase from when using a mobile phone/tablet?
  38. 38. 38 CONSUMER VIEWS OF EMAIL MARKETING 2015 Mobile app purchase experience
  39. 39. 39 CONSUMER VIEWS OF EMAIL MARKETING 2015 Scrolling rightHome Page Email Mobile website purchase experience on an iPhone 4s
  40. 40. 40 CONSUMER VIEWS OF EMAIL MARKETING 2015 If you receive an email on your mobile phone/tablet that does not display correctly, what do you do? DOESN’T DISPLAY CORRECTLY UNSUBSCRIBE DELETE IT IF IT DOESN’T DISPLAY CORRECTLY
  41. 41. 41 CONSUMER VIEWS OF EMAIL MARKETING 2015 Standard and mobile email renderings
  42. 42. 42 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Invest in a mobile-first approach • Understand mobile design, devices, clients, and providers • Implement cutting-edge, forward-thinking code • Establish a QA process • Test and validate message rendering • Incorporate KPI reporting by device type
  43. 43. 43 CONSUMER VIEWS OF EMAIL MARKETING 2015 KEY TAKEAWAYS ON USAGE PATTERNS • Consumers expect personalized content and meaningful choices • Collect actionable data, cleanse, and aggregate across all systems • Acknowledge consumer behavior • Reward your best customers • Mitigate inactivity early and automatically • Always opt-down
  44. 44. 44 CONSUMER VIEWS OF EMAIL MARKETING 2015 KEY TAKEAWAYS ON MOBILE • Make sure all emails render properly and are actionable on any device • Mobile first at a minimum • Responsive design if possible • Ensure a seamless and friction-free experience
  45. 45. 45 CONSUMER VIEWS OF EMAIL MARKETING 2015 Q&A
  46. 46. 46 CONSUMER VIEWS OF EMAIL MARKETING 2015 Join us for Part 2: Email Influence on Purchasing Behavior & Social in Email August 27 10 a.m. Pacific/1 p.m. Eastern
  47. 47. 47 CONSUMER VIEWS OF EMAIL MARKETING 2015

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