Email Marketing Studies


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  • Email Marketing Studies

    1. 1. IPT Email Marketing Studies 2004-06 RESULTS Martin Kiersnowski Chief Operations Officer IPT Email Marketing Studies 2004-06 RESULTS
    2. 2. <ul><li> Questionnaire hosted on IMRS website </li></ul><ul><li> Email invitations to IMRS research panel </li></ul><ul><li> 1,231 respondents from throughout UK </li></ul><ul><li> 47% male, 53% female, 52% married </li></ul><ul><li> 51% in full time work </li></ul><ul><li> 57% own home or are buying through mortgage </li></ul><ul><li> 56% have one or more children </li></ul><ul><li>Some questions in this survey were duplicated in a 2004 survey—where applicable, results reported for both years. </li></ul>Consumer research
    3. 3. <ul><li>Public perceptions and attitudes towards email marketing </li></ul><ul><li>Key finding: Although DM is often criticized by interest groups and the press, the public is far more tolerant </li></ul><ul><li>80% open their bulk mail folders to look at DM </li></ul>Consumer research
    4. 4. How many email accounts do you have? Consumer research
    5. 5. Number of email accounts N=1,188
    6. 6. How many of these email accounts do you check every day? Consumer research
    7. 7. Frequency of checking email accounts N=1,187
    8. 8. What type of email accounts do you have? Consumer research
    9. 9. Types of email accounts N=2,110
    10. 10. 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
    11. 11. Primary email account N=1,185
    12. 12. Frequency of opening DM Q: How frequently do you open a direct marketing email? Consumer research
    13. 13. Frequency of opening DM N=1,186
    14. 14. 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
    15. 15. Frequency of click-through N=1,187
    16. 16. 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
    17. 17. Frequency of purchase from DM N=1,187
    18. 18. Motivators Q: Have you ever entered a competition or prize draw or sweepstakes after viewing a direct email marketing message? Consumer research
    19. 19. Motivators N=1,179
    20. 20. Is this invitation to participate in market research considered Direct Mail? Consumer research
    21. 21. Market research & DM N=1,185
    22. 22. 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
    23. 23. Incentive to open (all) N=1,188
    24. 24. Incentive to Open (2)‏ Q: And which of these features would be most likely to make you open a direct marketing email? Consumer research
    25. 25. Incentive to open (primary) N=1,188
    26. 26. 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
    27. 27. Time emails are opened N=1,181
    28. 28. Time Emails Are Opened (2)‏ Q: Generally speaking, how quickly do you open those direct marketing emails that you do open? Consumer research
    29. 29. Time before opening DM N=1,185
    30. 30. <ul><li> A division of Interactive Prospect Targeting, the UK’s largest online data collector </li></ul><ul><li> IMRS has the UK’s largest online Market Research Panel—313,000 registered respondents at present </li></ul><ul><li> We host surveys and provide sample for ad hoc projects, as well as panellists for third parties </li></ul><ul><li> We charge per completed survey. Our costs are low and our turnaround time is fast </li></ul><ul><li> We adhere to the Market Research Society’s Code of Conduct in all of our research </li></ul>Who are we?
    31. 31. <ul><li> IMRS is a full service market research agency </li></ul><ul><li> Obviously, we do conduct a large number of Internet surveys </li></ul><ul><ul><li>We also conduct online focus groups </li></ul></ul><ul><ul><li>We recruit for CATI surveys online </li></ul></ul><ul><ul><li>We can act as full charge supplier for complex or multi-modal projects </li></ul></ul><ul><li> IMRS conducts qualitative research, both online and off </li></ul><ul><li> We consult with companies regarding the effective use of and response to weblogs </li></ul>What do we do?
    32. 32. IMRS panel profile 313,000 respondents as of 1/3/2006
    33. 33. IMRS panel profile 313,000 respondents as of 1/3/2006
    34. 34. Trends in Email Marketing Industry research
    35. 35. 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
    36. 36.   Industry stats 2005 Nielsen/NetRatings UK NetSpeed home data, October 2005
    37. 37. <ul><li> B2C email marketing will double from 2005-2010: the UK & Germany lead the way. </li></ul><ul><li>For the first time, over half of the European online population (51%) is shopping on the Internet. </li></ul><ul><li>The UK had the largest percentage of online shoppers, at 71% of its online population </li></ul><ul><li>Forrester, Oct 2005 </li></ul><ul><li> Digital agencies report massive growth as online advertising marches on </li></ul><ul><li>Brand Republic 26 Oct 2005 </li></ul><ul><li> 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. </li></ul><ul><li>Times Nov 05 </li></ul>Industry stats 2005
    38. 38. <ul><li> Internet use outstrips TV viewing for the first time </li></ul><ul><li>Brand Republic 8 Mar 2006 </li></ul><ul><li> 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 </li></ul><ul><li>Thomson Intermedia /KPMG: annual media spend 2005 </li></ul><ul><li> Gates says future of advertising lies on the internet </li></ul><ul><li>Brand Republic 27 Oct 2005 </li></ul>Industry stats 2005
    39. 39. <ul><li> UK trails the field at enforcing digital marketing laws Osborne Clark, March 2006 </li></ul><ul><li> Fewer consumers are using work e-mail accounts to receive opt-in commercial e-mails. </li></ul><ul><li>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 </li></ul>Industry stats 2005
    40. 40.  February 2006  IPT questionnaire microsite  Email invitation to to 9,000 direct marketing professionals  Broad selection of industry sectors for balanced sample Industry research
    41. 41. How much of your spend is allocated to email marketing? Industry research
    42. 42. Email marketing as a % of total spend
    43. 43. Are you planning to increase your spend on email marketing? Industry research
    44. 44. Increase in email marketing spend 2006
    45. 45. How do you use email marketing? Industry research
    46. 46. Uses of email marketing
    47. 47. How do you send your campaigns? Industry research
    48. 48. Email delivery
    49. 49. Do you check your emails for junk mail triggers? Industry research
    50. 50. Use of spam filter checks
    51. 51. How clean are your email lists? Industry research
    52. 52. Level of data hygiene
    53. 53. Do you use open & click-through tracking? Industry research
    54. 54. Use of open & click through tracking
    55. 55. Do you track actual sales? Industry research
    56. 56. R.O.I. tracking
    57. 57. How well do you understand the latest email legislation? Industry research
    58. 58. Email legislation
    59. 59. 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
    60. 60. Breakfast at the Savoy Q&A Breakfast at the Savoy