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2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasing & Social in 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 2: How Email Influences Purchasing & Social in Email

  1. 1. 1 CONSUMER VIEWS OF EMAIL MARKETING 2015 PART 2 Email’s Influence on Purchasing & Social in Email
  2. 2. 2 CONSUMER VIEWS OF EMAIL MARKETING 2015 WELCOME & INTROS Chris Frasier Sr. Director, Client 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 survey questionnaire 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. Seventy percent had a household income over $35,000 and participants were evenly distributed by gender and geographic region (East, Midwest, and Western regions of the United States).
  4. 4. 4 CONSUMER VIEWS OF EMAIL MARKETING 2015 Email Influence on Purchase Behavior
  5. 5. 5 CONSUMER VIEWS OF EMAIL MARKETING 2015 Do marketing/advertising emails influence your purchase decisions? How often do you buy products & services from marketing/advertising emails?
  6. 6. 6 CONSUMER VIEWS OF EMAIL MARKETING 2015 In which of these ways do marketing/advertising emails influence your purchase decisions? 63% of women versus 55% men say email plays a role in their purchase decisions.
  7. 7. 7 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Measure revenue contribution of email channel • Benchmark revenue by campaign type • Consider hold out groups to track the influence of your email marketing campaigns • Translate email-speak into financial impact statements that are meaningful to your executive and c-level leaders
  8. 8. 8 CONSUMER VIEWS OF EMAIL MARKETING 2015 What type of offer do you prefer in marketing/ advertising emails? 2015
  9. 9. 9 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Leverage free shipping seasonally if you can justify the ROI • Understand segment demographics and test offer combinations amongst segments • Make offer redemption seamless for all channels: • Embed offer codes in URLs • Be clear about thresholds • Remind customers during the shopping experience how much more they need to spend • Keep offer reminders and important entry codes viewable during mobile checkout
  10. 10. 10 CONSUMER VIEWS OF EMAIL MARKETING 2015 Besides discounts & free shipping, what else would compel you to sign up for marketing/ advertising emails?
  11. 11. 11 CONSUMER VIEWS OF EMAIL MARKETING 2015 MONTHLY POINTS ACCOUNT SUMMARY WELCOME Columbia Sportswear Greater Rewards Program 11 POINTS ACCRUAL REMINDERS AT POINTS THRESHOLD
  12. 12. 12 CONSUMER VIEWS OF EMAIL MARKETING 2015 Columbia Loyalty Performance Compared to Promotional
  13. 13. 13 CONSUMER VIEWS OF EMAIL MARKETING 2015 ALMOST TO TIER PROGRAM MILEAGE PLAN STATEMENT Alaska Airlines Loyalty Program WELCOME TO TIER
  14. 14. 14 CONSUMER VIEWS OF EMAIL MARKETING 2015 Early Access FOR BEST CUSTOMERS SUBJECT LINE: YOU’RE INVITED FOR APP USERS SUBJECT LINE: 10 PERFECT GIFTS – WE’VE DONE THE WORK FOR YOU
  15. 15. 15 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • 64% of respondents will sign up for an email to join a loyalty program • Put one in place if you can • Focus on the benefits consumers will receive • Points • Discounts • Other monetary perks
  16. 16. 16 CONSUMER VIEWS OF EMAIL MARKETING 2015 Are you more likely to buy from companies that include information about their social responsibility/charity efforts? Which practices are most important to you?
  17. 17. 17 CONSUMER VIEWS OF EMAIL MARKETING 2015 Social Responsibility SUBJECT LINE: GIVING BACK 21ST CENTURY STYLE
  18. 18. 18 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS & HOT TIPS • Include social responsibly in email campaigns if it supports your corporate mission or brand promise • Don’t expect a noticeable impact on conversion • Consumers will spot insincerity
  19. 19. 19 CONSUMER VIEWS OF EMAIL MARKETING 2015 Smart Social Complements
  20. 20. 20 CONSUMER VIEWS OF EMAIL MARKETING 2015 How likely are you to follow a company on your social networks?
  21. 21. 21 CONSUMER VIEWS OF EMAIL MARKETING 2015 Why do you follow companies on social channels?
  22. 22. 22 CONSUMER VIEWS OF EMAIL MARKETING 2015 Smart Social SUBJECT LINE: #1 DAD
  23. 23. 23 CONSUMER VIEWS OF EMAIL MARKETING 2015 Smart Social SUBJECT LINE: WE’VE GOT BIG NEWS SUBJECT LINE: FAVORITE DRESS + OUTFIT INSPIRATION OVERLOAD!
  24. 24. 24 CONSUMER VIEWS OF EMAIL MARKETING 2015 Not-So-Smart Social SUBJECT LINE: KNOW WHAT YOU’ VE BEEN MISSING? SUBJECT LINE: WELCOME BACK FROM TAMPA! SPECIAL OFFER INSIDE
  25. 25. 25 CONSUMER VIEWS OF EMAIL MARKETING 2015 How likely are you to share messages from marketing/advertising emails on your social networks?
  26. 26. 26 CONSUMER VIEWS OF EMAIL MARKETING 2015 Share-worthy content
  27. 27. 27 CONSUMER VIEWS OF EMAIL MARKETING 2015 Share-worthy content
  28. 28. 28 CONSUMER VIEWS OF EMAIL MARKETING 2015 ACTION ITEMS • Mine social sites for content • Use your customers’ best – videos, songs, blog excerpts, etc. • Include social content in an email with a CTA to “Pin it” or Tweet • Protect your valuable real estate • Don’t use your subscribers – they’re smarter than that
  29. 29. 29 CONSUMER VIEWS OF EMAIL MARKETING 2015 CONCLUSIONS & KEY TAKEAWAYS SEPARATOR
  30. 30. 30 CONSUMER VIEWS OF EMAIL MARKETING 2015 CONCLUSIONS/KEY TAKEAWAYS - PURCHASING • Email drives increased purchases and spend • Measure it • Demonstrate email channel contribution to revenue • Demonstrate increased email channel ROI
  31. 31. 31 CONSUMER VIEWS OF EMAIL MARKETING 2015 CONCLUSIONS/KEY TAKEAWAYS - SOCIAL • Develop a coordinated cross-channel strategy • Mine your social sites for email content • Include a CTA that drives to the appropriate social site • Reserve prime real estate for marketing messages, driving conversion • Limit sharing CTAs to truly share-worthy content
  32. 32. 32 CONSUMER VIEWS OF EMAIL MARKETING 2015 Q&A
  33. 33. 33 CONSUMER VIEWS OF EMAIL MARKETING 2015

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