Email tracking report 2013 17 october

Data protection 2013

Email tracking report
Thursday 17 October, DigitasLBi
#dmaemail

Friday 8 February
#dmadata

Sponsored by

Supported by

Insight Partner

Agenda
8.30am

Registration and breakfast

9.00am

Welcome
Fiona Robson, Managing Director, Rocketseed

9.10am

Research findings
David Cole, Managing Director, fast.MAP

9.40am

How engaged am I? Why understanding what consumers really do
is the key to success
Dela Quist, Chief Executive Officer, Alchemy Worx

10.10am Retention and reactivation: how to stop your engagers going cold
JC Mighty, Head of Campaign Management, dmg media
10.30am Panel discussion

#dmaemail

11.00am Closing comments

Sponsored by

Insight Partner

Welcome

#dmaemail
Sponsored by

Insight Partner

Research Findings

#dmaemail
Sponsored by

Insight Partner

DMA/fast.MAP Email Tracker ; Wave 5
David Cole,

Managing Director and Founder
david.cole@fastmap.com

#dmaemail

The gap between marketers and consumers can be huge…

CONSUMER

#dmaemail

6


CONSUMER
MARKETER

#dmaemail

7

Who are fast.MAP?
 Online market research agency

 Work across all marketing communication sectors
 Marketers working in research – considerable client-side experience
 Have our own research panel
 Regularly featured in the UK marketing press
 Insight Partner to the DMA, IDM, IPM

#dmaemail

www.fastmap.com

#dmaemail
#dmaemail

Shifting sand………………

#dmaemail

“You must constantly change
and adapt to a new environment”
Jong – yong Yun
Samsung's chief executive
1996 until 2008
#dmaemail

fast.MAP Tracking Series

#dmaemail

A new wave of the Email tracker from the
DMA and fast.MAP

Sponsored by

#dmaemail

FREE Downloads

www.fastmap.com

1

3

2

#dmaemail

Tweeters…
 How research was done
 Consumer’s enthusiasm for Print
 Qualities of Direct Mail

 Consumer’s Expectation and Reaction to Print
#dmaemail
 The future – changing nature of marketing
 The implication
 Case studies
 Buried treasure …..?
#dmaemail

Tweeters…
 Consumer’s enthusiasm for Print
 Qualities of Direct Mail

5 TWEETABLE FACTS …..

 Consumer’s Expectation and Reaction to Print
 The future – changing nature of marketing
 The implication
 Case studies
 Buried treasure …..?
#dmaemail
#dmaemail

Today….
 Understanding how people use email
 What’s looked for in marketing emails

 How people respond
 Different devices, different reactions?
 The implication
 Case studies
 Buried treasure worth £1,000
#dmaemail
#dmaemail

140
hours of interviews

#dmaemail

High Quality Control


Image and answer option randomisation avoiding top-box bias/creative
skew



Acceptable survey completion time, removing any completed too fast



Intelligent Routing to ensure a quality survey experience as questions are

relevant


Constant re-qualification of panel ensuring background variables are
updated.



Closed panel Members of the public cannot voluntarily join. Members
recruited via number of sources and demographically reflect UK. Invitation only.
#dmaemail

Why Online Research?


Survey despatched 6th August and stayed open until 12th August 2013



19 questions were asked in total



5th wave of the DMA Email Tracker, last conducted in August 2012



Respondents are representative - “Normal” people and not techies



Results are weighted by age and gender to reflect UK population

#dmaemail

How many email
addresses
do you have?

#dmaemail

2012

#dmaemail

Source: fast.MAP survey August 2013

35% have 3 or more email addresses – a slight
increase on 2012

#dmaemail


How does work and home affect email
consumption?

Work

#dmaemail

How does work and home affect email
consumption?

Home

Work

#dmaemail

How much time do you spend at
work on email?

#dmaemail

2011 and 2012
How much time do you spend on email per day at work?

3%
3%

Over 7 hours

6-7 hours

2%
1%

5-6 hours

1%
2%

4-5 hours

2%
2%

Work - Wave 3 - Jul 11
Work - Wave 4 - Aug 12
3%
5%

3-4 hours

5%

2-3 hours

8%
10%

1-2 hours

12%
13%
14%

0-1 hour

None

61%

54%
0%

10%

20%

30%

#dmaemail

40%

50%

60%

70%


2012

3%
3%

Over 7 hours

6-7 hours

2%
1%

5-6 hours

1%
2%

4-5 hours

2%
2%

3%
5%

3-4 hours

5%

2-3 hours

8%
10%

1-2 hours

12%
13%
14%

0-1 hour

None

61%

54%
0%

10%

20%

30%

#dmaemail

40%

50%

60%

70%


55% do not access at work –
almost a quarter for less than 2 hours a day

3%
3%
3%

Over 7 hours

6-7 hours

2%
1%
1%

5-6 hours

1%
2%
2%


2%
2%
3%

4-5 hours


3%
5%
5%

3-4 hours

5%

2-3 hours

6%

8%
10%

1-2 hours

12%
11%
13%
14%
13%

0-1 hour

None

61%

54%
55%
0%

10%

20%

30%

#dmaemail

40%

50%

60%

70%


55% of people do not check their emails at work. We must remember
that not everyone is office-based! #dmaemail

#dmaemail
#dmaemail

How much time do you spend at
home on email?

#dmaemail

Mar 2010, Aug 2010, July 2011, Aug 2012
How much time do you spend on email per day at home?

Over 7 hours
5%
6-7 hours
1%

Home - Wave 1 - Mar '10
Home - Wave 2 - Aug' 10
Home - Wave 3 - Jul '11
Home - Wave 4 - Aug '12
Home - Wave 5 - Aug 13

5-6 hours
2%
4-5 hours
5%

3-4 hours
7%
2-3 hours
17%
1-2 hours
31%
0-1 hour
30%
None
1%
0%

5%

10%

15%

20%

25%

#dmaemail

30%

35%

40%

45%


General trend towards more people
spending time looking at email
How much time do you spend on email per day at home?

Over 7 hours

more people
spending time
looking at email

5%
6-7 hours
1%

Home - Wave 1 - Mar '10
Home - Wave 2 - Aug' 10
Home - Wave 3 - Jul '11
Home - Wave 4 - Aug '12
Home - Wave 5 - Aug 13

5-6 hours
2%
4-5 hours
5%

3-4 hours
7%
2-3 hours
17%
1-2 hours
31%
0-1 hour
30%
None
1%
0%

5%

10%

15%

20%

25%

#dmaemail

30%

35%

40%

45%


Email providers like
Gmail and Outlook.com
have started
automatically sorting your email
for you into different folders.
How do you feel about this?

#dmaemail

Half neutral

#dmaemail


1/5th annoyed

#dmaemail


But surprisingly a third are PLEASED with filtering
measures

#dmaemail


People are more happy than annoyed
with automatic email sorting

19%

33%
#dmaemail

How many brands are you currently
signed up to receive emails from?

#dmaemail

In 2012 ………

43%
signed up for
over 10 brands

#dmaemail


2013 …people are starting to sign up to less
brands

34%
signed up for
over 10 brands

#dmaemail


On average, how long do you keep
marketing emails in your inbox?

#dmaemail

In 2012 a significant amount stored for
a day or less

#dmaemail


2013 – increased still further. A decisiveness
about consumers action.

#dmaemail


Consumers are more selective: less people are signing up to more
than 10 brands & 10% rise in people deleting emails the same
day #dmaemail

#dmaemail
#dmaemail

Which type of offer/content
do you like receiving best?

#dmaemail

Money off still the preferred type of content –
BEST OFFER/CONTENT ONLY

#dmaemail


Saving money for over half it’s their preferred content. More want
loyalty rewarded #dmaemail

#dmaemail
#dmaemail

What percentage of emails
you receive do you consider
interesting and relevant?

#dmaemail

Email relevant and interesting in 2012

#dmaemail


Email remains relevant and interesting medium

#dmaemail


How is “relevancy” affected when we look
at how many emails are received a
week?

….is there a correlation between
the amount of emails an individual
receives and email relevancy?

#dmaemail

Percentage of emails received that are interesting for

those people who up to 10 emails a week
What percentage of those that you receive do you consider interesting or relevant
to you? vs How many emails do you receive in your inbox on average each week
from brands you trust?
91-100%
81-90%
71-80%
61-70%
51-60%
41+

41-50%

31-40

21-30

31-40%

11-20
21-30%

6-10
1-5

11-20%
1%-10%
0%
0%

10%

20%

30%

#dmaemail

40%

50%

60%



those people who up to 30 emails a week
91-100%
81-90%
71-80%
61-70%
51-60%
41+

41-50%

31-40

21-30

31-40%

11-20
21-30%

6-10
1-5

11-20%
1%-10%
0%
0%

10%

20%

30%

#dmaemail

40%

50%

60%



those people who up to and over 40 emails a week
2%

91-100%

2%
5%

81-90%

1%
15%

71-80%
3%

13%

61-70%
1%
10%

51-60%
4%

19%

41-50%

41+

2%

31-40

5%

31-40%

21-30

5%

11-20

7%

21-30%

6-10

8%
11%

11-20%

1-5
16%

12%

1%-10%

49%
0%

0%

9%
0%

10%

20%

30%

#dmaemail

40%

50%

60%


When you receive an interesting email,
what are your most likely actions?

#dmaemail

Types of actions people take still remain the same

#dmaemail


Appreciate the long-tail of email: 54% will click-through, 42% will
bear in mind for future use, 25% will go to shop or outlet #dmaemail

#dmaemail
#dmaemail

Why do you share emails
into social networks?

#dmaemail

Two-thirds do not share emails – the main reason
for doing so is to help others

#dmaemail


The next slides are the
most significant of the study

#dmaemail

The next slides contains the
The next slides are the
most significant findings of
most significant of the study
the study

#dmaemail

How do you access marketing
emails from the brands that you
trust?

#dmaemail

Desktop or laptop most used device to check
emails

#dmaemail


How do you respond to marketing
emails from the brands that you trust?
…the device which you use most often

#dmaemail

Most people prefer to make a purchase or
respond via a desktop or laptop device

#dmaemail


How often do you do the following when you
receive an email
from a brand that you trust
on your mobile/smartphone?

#dmaemail

37% regularly read subject lines and open emails
before deleting via their mobile/smartphone

#dmaemail


If you see something that you want to
buy
in an email on your phone
what would you do…..?

#dmaemail

Vast majority wait to buy – people not comfortable
with using other devices to make purchases
If you see something you want to buy in an email on your phone, are you
more likely to...

I don’t access emails on my phone

43%

Wait until you are on a PC or laptop

39%

Visit the store

10%

Use your tablet to buy it

5%

Buy straightaway using your phone

Aug-13

4%

?
0%

5%

10%

15%

#dmaemail

20%

25%

30%

35%

40%

45%


Vast majority wait to buy – people not comfortable
with using other devices to make purchases
If you see something you want to buy in an email on your phone, are you
more likely to...

I don’t access emails on my phone

43%

Wait until you are on a PC or laptop

39%

Visit the store

10%

Use your tablet to buy it

5%

Buy straightaway using your phone

Aug-13

4%

0%

5%

10%

15%

#dmaemail

20%

25%

30%

35%

40%

45%


Laptops and computers are preferred devices for email. Mobiles
are for skimming subject lines, few buy straight away from them
#dmaemail

#dmaemail
#dmaemail

Highlights – top 5

3. 70% look forward to receiving

1. Laptops and computers still the preferred devices for emails. Mobiles used
for skimming subject lines, glancing at content but not for driving action or
purchases.
2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the
shop or retail outlet
3. Saving money is top motivation for signing up for emails and is the
preferred type of content for 50% of people, but people increasingly want
loyalty to be rewarded
4. Consumers are getting more selective – less signing up to emails from
more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people
deleting emails the same day.
5. 55% never check email at work,
#dmaemail

Highlights – top 5

3. 70% look forward to receiving

1. Laptops and computers still the preferred devices for emails. Mobiles used
for skimming subject lines, glancing at content but not for driving action or
purchases.
2. Remember the long-tail and other effects email can have –; 54% will clickthrough to the website, 42% will bear in mind for future use, 25% to the
shop or retail outlet
3. Saving money is preferred type of content for 50% of people, but people
increasingly want loyalty to be rewarded
4. Consumers are getting more selective – less signing up to emails from
more than 10 brands (43% in 2012, 34% in 2013) &10% rise in people
deleting emails the same day.

5. 55% never check email at work,
#dmaemail

Why do we Marketers get it wrong?

#dmaemail

Marketing GAP
 What shoppers do, and what marketers think that they do.
Why do we Marketers get it wrong?
Misunderstanding the ever changing attitudes to DM and Promotional
Techniques leaves a huge gap in the armoury. The Marketing Gap
Skilled in marketing technique
survey updates you annually on the• key issues you need to bear in
mind the very next time you decide • go one way, rather than another
to Understand the brand

#dmaemail

3.
The problem is ……. 70% look forward to receiving

1.

44% of those that respond to post would go online to a brand’s website and 35%
would use a search engine

2.

Trustworthiness is the most important attribute a communication channel can have
with Direct Mail the overwhelming favourite for Trustworthiness by 56% of
consumers

3.

Most consumers (28%) anticipate all communication going online within 10 years
and 45% think it would be a “worse” place because of it with only 15% saying a
“better” place.

4.

85% expect response within a week when ordering by post

5.

Almost two thirds keep interesting post . The mantle-piece effect and 36% will keep
post to remind them to do further research
#dmaemail
#dmaemail

3.

1.


…….complicated

2.

consumers

3.

“better” place.

4.


5.

#dmaemail
#dmaemail

3.

1.


it’s complicated

2.

consumers

3.

“better” place.

4.


5.

#dmaemail
#dmaemail

and consumers and technology are
always changing


CONSUMER
MARKETER

#dmaemail

100

Why the gap ?
 Our marketing / own lifestyles

 Career driven agendas
 Latest technology
 Changing environment
 Insufficient feedback from consumers

#dmaemail

Decisions marketers have to make

Variable

How many

Possible
combinations

Audience

5

5

#dmaemail


Variable

How many

Possible
combinations

Audience

5

5

Subject Line

4

20

#dmaemail


Variable

How many

Possible
combinations

Audience

5

5

Subject line

4

20

Incentive

4

80

#dmaemail


Variable

How many

Possible
combinations

Audience

5

5

Subject line

4

20

Incentive

4

80

Offer

3

240

#dmaemail


Variable

How many

Possible
combinations

Audience

5

5

Subject Line

4

20

Incentive

4

80

Offer

3

240

Image

3

720

#dmaemail


Variable

How many

Possible
combinations

Audience

5

5

Subject Line

4

20

Incentive

4

80

Offer

3

240

Image

3

720

PS

4

2880

#dmaemail


Variable

How many

Possible
combinations

Audience

5

5

Subject Line

4

20

Incentive

4

80

Offer

3

240

Image

3

720

PS

4

2880

Price

4

11520

#dmaemail

Incentive Testing
Which Incentive Should I use?
#dmaemail

Incentive testing

#appforumlondon
#dmaemail

£15 M & S Vouchers
1. Everybodys Grandparents
45%
40%

30%

35%
30%
6. Unknown

25%

2. Comfortable People

20%
15%
10%
5%
0%

5. Stretched People

3. Deal Seekers

25%

4. Nice People
Organic Hotel

#dmaemail £15 M&S Vouchers
Green/Organic Vouchers

Green Box

None

£30 M & S Vouchers
1. Everybodys Grandparents
45%
40%
35%

28%
30%

30%
6. Unknown

25%

2. Comfortable People

20%
15%
10%
5%
0%

5. Stretched People

3. Deal Seekers

42%
4. Nice People

25%
Organic Hotel

Green/Organic Vouchers

£30 M&S Vouchers

#appforumlondon
#dmaemail

Green Box

None

Buried insight for DMA Attendees
•

D

2 x ‘D’s’

•

Qualifies the FIRST finder to £1,000 off research for projects
booked by end October

•

Starting from 2pm today – Thursday 17th October

•

Web address is www.fastmap.com

•

Email EXACT PAGE AND LOCATION

mark.mina@fastmap.com
•

Winner will be told by Friday 18th October midday

#dmaemail
#dmaemail

Free DMA Infographic

#dmaemail
#dmaemail

FREE Downloads from

www.fastmap.com

1

3

2

#dmaemail

Thank you

#dmaemail
#dmaemail

Thank you

david.cole@fastmap.com

#dmaemail

How engaged am I? Why
understanding what consumers
really do is the key to success
Dela Quist, Chief Executive Officer, Alchemy
Worx

#dmaemail
Sponsored by

Insight Partner

How engaged am I? Why understanding what
consumers really do is the key to success

Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist

@DelaQuist
@AlchemyWorx

Anyone Without An Email Address Is The Digital Equivalent
of Homeless

Most Brands Reach More Qualified Customers & Prospects
Via Email Than TV

Fear & Self Loathing In Email Marketing

Fear Drives Email Marketing’s Obsession With
Best Practice

What Are Customers Really Like?

The 3 Biggest Fears In Email Marketing Today

• The Impact of Gmail Tabs
• Sending Too Much Email aka Inbox Overload

• The Impact Of Mobile

It’s Not About Protecting Consumers From Evil Marketers

DMA Consumer Email tracking Survey

"Part of the challenge in moving dollars
online is that the demand generation
dollars have not moved online as
effectively," Ms Sandberg says, "and that is
90% of a $650bn industry."
Sheryl Sandberg COO Facebook

Email Is The Work Horse: Facebook Sends More
Email Than anyone Else In The World

But Very Few People Use Their Email Service So They Are Reducing Socials

More Importantly By Side-stepping Spam Legislation They
Have Created The Worlds Biggest Spam (Email) Databases

It’s Old Guard V New Kids On the Block
With A Bit Of Mobile Thrown In For
good Measure

The Changes Have Not had Negative Impact

Mobile Is Not About Purchasing

Purchase From Time Of Deployment

Email Volumes Continue To Grow

42% Of UK Consumers Say > 40% Of Email We Send Is
Relevant

How We Feel About Email Not Driven By Frequency

Disproving The Myth Of Inbox Overload

• Top 200 Email Senders In US In 2012
• 300 Billion Emails
• Orange Dots Represent Average Rates/Given
Volume

*Source EDS Analyst

Despite The Frequency We Are Good This

You Can’t (Re)Engage With An Email You Don’t Get

Thank You & Stay in touch

alchemyworx.com/delaquist_ebook

dela@alchemyworx.com
@delaquist
uk.linkedin.com/in/delaquist
www www.alchemyworx.com

@alchemyworx
linkedin.com/company/alchemy-worx

Retention and reactivation: how to
stop your engagers going cold
JC Mighty, Head of Campaign Management,
dmg media

#dmaemail
Sponsored by

Insight Partner

Retention and reactivation:
How to stop your engagers going cold
Jean-Claude Mighty,
Head of Campaign Management, dmg media

Challenge
Within a congested inbox landscape how do we gain
sight of the successful trends?

How do these insights inform our email strategies?

Portfolio Effect
Within the dmg media portfolio we have an assortment
of brands.

Who all use email

Reviewing the overlap
Mail

Metro

Wowcher

What does the overlap tell us?

What were the results?
We were able to give brands a view of how their recipients
were engaging with other propositions across the portfolio.

After
Before

Mail
Metro

0%

20%

40%

60%

Panel discussion
Dela Quist, Chief Executive Officer, Alchemy Worx
JC Mighty, Head of Campaign Management, dmg media

#dmaemail
Sponsored by

Insight Partner

Closing comments

#dmaemail
Sponsored by

Insight Partner

Thank you for coming !

#dmaemail
Sponsored by

Insight Partner

Email tracking report 2013 17 october

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