This document summarizes key findings from a global consumer email study conducted by Epsilon. Some of the main points include:
- Email remains the primary tool for online communication, though instant messaging and social networks are growing in popularity.
- On average, consumers receive the most spam, retail offers, and business/work emails each week.
- Consumers are increasingly considering irrelevant messages, contact saturation, and messages from unknown senders to be spam.
- Relevance of content, frequency of messages, and privacy concerns are the top reasons consumers unsubscribe from emails.
- Marketers need to focus on relevance, timing, personalization in permission-based emails to drive opens and engagement.
Email marketing trends state of the industry dma 2012 silverpopSilverpop
The document summarizes key trends in the email marketing industry. It finds that (1) email performance is strong with high ROI and open/click rates, (2) capturing opt-ins from various digital touchpoints is important for building lists, and (3) the shift is moving from broadcast messaging to more personalized, automated communications based on user data and behavior. Designing emails specifically for mobile is also emphasized given its growing importance.
The document discusses how cloud computing will profoundly change global culture and cultural relations over the next decade. Cloud computing will accelerate the global digital landscape and likely recast how creativity and relationships are formed across cultures. However, even in its infancy, cloud culture's extraordinary potential is threatened by vested interests seeking to reassert control over the internet. The author argues that we face the greatest challenge of maintaining an open cloud to realize its benefits, empower the world's poorest, and ensure cloud ownership remains diverse.
This document provides an overview of four potential future scenarios for the TIME (Telecom, IT, Media & Entertainment) industry by 2020, along with the business models that would be suited for each scenario.
The scenarios were developed using a scenario planning methodology that identified likely trends and uncertainties. The four scenarios are: 1) Brands & Pipes, 2) User's Choice, 3) Green Shift, and 4) All-Inclusive. Each scenario describes a different potential future for the industry in terms of user and market perspectives.
Accompanying each scenario are descriptions of sample business models that companies could adopt to be successful in that particular future environment. Common strategies across the scenarios include implementing activity-based costing
The document discusses the findings of an online study about consumer tendencies related to website speed and functionality. Some key findings include:
- Nearly one-third of consumers will abandon a website that takes over 5 seconds to load. Two-thirds of users encounter slow websites at least weekly.
- Most users have been unable to complete a task on a website and nearly half frequently abandon slow-loading sites.
- While most users are willing to retry a site, most will only retry 1-3 times before giving up.
- Users are split on whether they prefer faster sites or sites with more functionality, though speed is seen as more important for search and email sites.
This document discusses a survey of US consumers regarding mobile shopping habits and preferences for mobile service providers. Some key findings include:
- Mobile commerce is growing rapidly, with 48% using mobile devices to research products and 29% making purchases on mobile. This is up significantly from previous surveys.
- Consumers want more personalized experiences from mobile providers, such as customized websites and live help options. However, many providers are falling short in these areas.
- While pricing is the top factor in choosing a provider, poor customer service was the reason 11% switched providers, more than other factors like coverage.
- Younger consumers prefer online self-service options, while older consumers prefer in-person or
This document discusses why email continues to be an effective marketing channel despite its age. It identifies five "x-factors" that set email apart: familiarity, manageability, privacy and trust, relevancy, and exclusivity. Consumers are familiar with email and find it manageable due to its flexibility. They trust email more than social networks for private communications. Relevant content and exclusive offers keep consumers engaged with email marketing.
Email marketing trends state of the industry dma 2012 silverpopSilverpop
The document summarizes key trends in the email marketing industry. It finds that (1) email performance is strong with high ROI and open/click rates, (2) capturing opt-ins from various digital touchpoints is important for building lists, and (3) the shift is moving from broadcast messaging to more personalized, automated communications based on user data and behavior. Designing emails specifically for mobile is also emphasized given its growing importance.
The document discusses how cloud computing will profoundly change global culture and cultural relations over the next decade. Cloud computing will accelerate the global digital landscape and likely recast how creativity and relationships are formed across cultures. However, even in its infancy, cloud culture's extraordinary potential is threatened by vested interests seeking to reassert control over the internet. The author argues that we face the greatest challenge of maintaining an open cloud to realize its benefits, empower the world's poorest, and ensure cloud ownership remains diverse.
This document provides an overview of four potential future scenarios for the TIME (Telecom, IT, Media & Entertainment) industry by 2020, along with the business models that would be suited for each scenario.
The scenarios were developed using a scenario planning methodology that identified likely trends and uncertainties. The four scenarios are: 1) Brands & Pipes, 2) User's Choice, 3) Green Shift, and 4) All-Inclusive. Each scenario describes a different potential future for the industry in terms of user and market perspectives.
Accompanying each scenario are descriptions of sample business models that companies could adopt to be successful in that particular future environment. Common strategies across the scenarios include implementing activity-based costing
The document discusses the findings of an online study about consumer tendencies related to website speed and functionality. Some key findings include:
- Nearly one-third of consumers will abandon a website that takes over 5 seconds to load. Two-thirds of users encounter slow websites at least weekly.
- Most users have been unable to complete a task on a website and nearly half frequently abandon slow-loading sites.
- While most users are willing to retry a site, most will only retry 1-3 times before giving up.
- Users are split on whether they prefer faster sites or sites with more functionality, though speed is seen as more important for search and email sites.
This document discusses a survey of US consumers regarding mobile shopping habits and preferences for mobile service providers. Some key findings include:
- Mobile commerce is growing rapidly, with 48% using mobile devices to research products and 29% making purchases on mobile. This is up significantly from previous surveys.
- Consumers want more personalized experiences from mobile providers, such as customized websites and live help options. However, many providers are falling short in these areas.
- While pricing is the top factor in choosing a provider, poor customer service was the reason 11% switched providers, more than other factors like coverage.
- Younger consumers prefer online self-service options, while older consumers prefer in-person or
This document discusses why email continues to be an effective marketing channel despite its age. It identifies five "x-factors" that set email apart: familiarity, manageability, privacy and trust, relevancy, and exclusivity. Consumers are familiar with email and find it manageable due to its flexibility. They trust email more than social networks for private communications. Relevant content and exclusive offers keep consumers engaged with email marketing.
Las ventajas del email marketing con respecto a otros medios 2.0. Más del 93% de los consumidores online están suscritos a boletines o newsletters de compañías de servicios.
Las ventajas del email marketing de cara a los usuarios es su familiaridad, la privacidad y la confianza que trasmite, la relevancia, su exclusividad y sobretodo su fácil manejo.
This document discusses how integrating email and social media can create a better customer communication strategy. It argues that while social networking has grown rapidly, email remains central to most brands' marketing due to its ubiquity, cost-effectiveness, ability to target individual customers, and potential for measuring returns. The document recommends using email to move customers along the lifecycle from first-time buyers to brand advocates, and to encourage those brand advocates to engage within social networks and share content that promotes the brand. By nurturing both individuals and communities, email and social media can work together in a strategic relationship.
Driving email engagement for non-profits.Sophia Latto
What is the role of email with constituents these days? Are people reading them at all? Should we be emailing and how does mobile fit in? In an ever-shifting online communications landscape, this session will explore where e-mail still has the greatest value in your marketing and fundraising efforts and will show you tips on how to optimize your email efforts.
Eec10 Critical Email Prospecting Strategies For 2010 WorldataVladislav Bures
Jay Schwedelson from Worldata presented on email marketing best practices based on Worldata's email usage research. Some of the key points included:
- Text-based links outperform image-based links by 3 to 1 for click-through rates.
- Having a segment, date, or time period in the subject line can increase open rates by 38-42%.
- Social media users are more likely to open third-party emails.
- Ensuring the signup and landing page processes are simple improves conversions.
The competitive landscape for Email Service Providers (ESPs) has undergone significant change. Sure – marketers more than ever understand the need to invest with an ESP, as tools to boost email communication, targeting and tracking have become essential. However, with 90%+ of the U.S. owning cell phones and 90%+ of cell phone owners keeping their mobile within arms' reach 24/7, the digital world has shifted off of people's desktops and into their pockets. Moreover, email's non-optimal open and time-to-open rates make it ineffective for two-way and time sensitive communication – both hallmark qualities of mobile communication.
That's what makes integrating SMS mobile messaging so powerful for ESPs. SMS complements email elegantly, providing a direct, interactive and immediate pipeline to consumers. Plus, SMS and email strategy are similar, given the importance of developing a subscriber list mapped to various segmentation data.
During this webinar, we analyzed SMS integration for ESPs, putting specific focus on the keys to be successful.
The document discusses why email marketing often fails and how to improve its effectiveness. While some had predicted email's demise, it remains one of the most important communication channels. However, traditional "batch-and-blast" email marketing is no longer effective as buyers are more empowered, have higher expectations, and will quickly opt out of irrelevant emails. To improve email marketing, companies must send personalized emails that engage each recipient and use marketing automation software to track campaign performance and engagement over time.
This document discusses email marketing strategies and tactics. The objectives of email marketing may include brand awareness, lead generation, sales, customer retention and relationships. Effective email marketing requires defining goals and audiences, creating targeted content, and measuring results through metrics like clickthrough and open rates. Key tactics include building an opt-in list, segmenting lists, writing compelling subject lines, and testing different message formats and frequencies. Measuring campaign performance allows improving future email campaigns.
This white paper discusses findings from a new nationwide measurement system called TalkTrack that measures word-of-mouth conversations. Some key findings include:
1. Consumers have an average of 78 brand-related conversations per week, mostly positive in nature, with food/dining and media/entertainment brands most discussed.
2. 70% of conversations occur face-to-face, with home, work, and others' homes the most common venues. Family, friends, and partners are frequent conversation partners.
3. 48% of conversations reference marketing/media like TV ads, websites, and print, showing their influence. Customer experience also drives word-of-mouth.
4.
This document discusses optimizing email marketing strategies in 2009. It provides an overview of eCircle, a European email marketing company. eCircle recommends applying marketing principles like relevance to email. Targeting can be done through profile, behavioral, and lifecycle approaches. A case study shows how Argos used integrated customer data to personalize newsletters, driving higher engagement. Dynamic content, reviews, and Q&A improved results for Argos.
This document summarizes key metrics and trends in the email marketing industry. It finds that while open rates are rising and bounce rates falling, deliverability rates remain inconsistent. Email continues to deliver high returns on investment compared to other channels. However, maintaining relevance and frequency is important, as consumers expect personalized, timely communications. Mobile usage is also growing, requiring email design optimized for all devices.
The document discusses the past, present, and future of email marketing. It analyzes email marketing trends over recent years, noting that while open and click-through rates have stabilized, inboxes are getting more crowded. The future of email may involve more fine-grained filtering of commercial messages, improved mobile handling, and more automated personalized campaigns. Social media is also discussed as both complementary to and competitive with email marketing.
This document discusses how to optimize email usability and maximize results from email marketing campaigns. It provides tips for improving the from name, subject lines, email design, landing pages, segmentation, and overall email program to make emails easy to use and engage subscribers. Key recommendations include keeping the from name and subject lines short and relevant, designing for image blocking and mobile, following through with offers on landing pages, and sending targeted messages to the right audiences.
This document discusses the continued relevance of email marketing. It notes that email is still a primary way for people to receive communications from companies and that email consumption continues to rise, driven by mobile usage. It provides tips for marketers to keep email marketing effective, such as maintaining a clean subscriber database, engaging subscribers with relevant content, and optimizing email campaigns based on subscriber behavior and feedback.
This document discusses a research report about consumers terminating their relationships with brands through social media channels like email, Facebook, and Twitter, dubbed "The Social Break-Up." The report explores consumers' motivations and actions for disengaging from brands on these channels. It finds that consumers will unsubscribe, unfollow, or ignore brands' communications if the interactions fail to feel relevant, engaging or respectful of the consumer's privacy preferences over time. The report aims to help marketers better understand relationship building and maintenance across interactive channels from start to finish.
The Social Break-Up - FEB2011 (Exact Target)Sociatria.com
La octava entrega de la serie "Suscribers, fans and followers" analiza en esta ocasión los motivos que llevan a los usuarios a darse de baja de una newsletter, Facebook o Twitter.
The Social Break-Up - FEB2011 (Exact Target)Mundo Ofertas
La octava entrega de la serie "Suscribers, fans and followers" analiza en esta ocasión los motivos que llevan a los usuarios a darse de baja de una newsletter, Facebook o Twitter. (inglés)
Abn amro vos 2011 media.
Meer informatie en bron:
http://abnamro-visieopsectoren.pressdoc.com/22111-tijdperk-van-de-digibeet-is-aangebroken-consument-bepaalt
Brandz 100 milward brown 2011
Source & Download:
http://www.millwardbrown.com/BrandZ/Default.aspx
"Developed by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking analyzes the world’s leading brands and the economic and competitive dynamics that influence value fluctuations. It is the most comprehensive annual ranking of brand value, and focuses on consumer-facing brands, rather than corproate brands.
Millward Brown congratulates all brands in this year’s BrandZ Top 100."
Las ventajas del email marketing con respecto a otros medios 2.0. Más del 93% de los consumidores online están suscritos a boletines o newsletters de compañías de servicios.
Las ventajas del email marketing de cara a los usuarios es su familiaridad, la privacidad y la confianza que trasmite, la relevancia, su exclusividad y sobretodo su fácil manejo.
This document discusses how integrating email and social media can create a better customer communication strategy. It argues that while social networking has grown rapidly, email remains central to most brands' marketing due to its ubiquity, cost-effectiveness, ability to target individual customers, and potential for measuring returns. The document recommends using email to move customers along the lifecycle from first-time buyers to brand advocates, and to encourage those brand advocates to engage within social networks and share content that promotes the brand. By nurturing both individuals and communities, email and social media can work together in a strategic relationship.
Driving email engagement for non-profits.Sophia Latto
What is the role of email with constituents these days? Are people reading them at all? Should we be emailing and how does mobile fit in? In an ever-shifting online communications landscape, this session will explore where e-mail still has the greatest value in your marketing and fundraising efforts and will show you tips on how to optimize your email efforts.
Eec10 Critical Email Prospecting Strategies For 2010 WorldataVladislav Bures
Jay Schwedelson from Worldata presented on email marketing best practices based on Worldata's email usage research. Some of the key points included:
- Text-based links outperform image-based links by 3 to 1 for click-through rates.
- Having a segment, date, or time period in the subject line can increase open rates by 38-42%.
- Social media users are more likely to open third-party emails.
- Ensuring the signup and landing page processes are simple improves conversions.
The competitive landscape for Email Service Providers (ESPs) has undergone significant change. Sure – marketers more than ever understand the need to invest with an ESP, as tools to boost email communication, targeting and tracking have become essential. However, with 90%+ of the U.S. owning cell phones and 90%+ of cell phone owners keeping their mobile within arms' reach 24/7, the digital world has shifted off of people's desktops and into their pockets. Moreover, email's non-optimal open and time-to-open rates make it ineffective for two-way and time sensitive communication – both hallmark qualities of mobile communication.
That's what makes integrating SMS mobile messaging so powerful for ESPs. SMS complements email elegantly, providing a direct, interactive and immediate pipeline to consumers. Plus, SMS and email strategy are similar, given the importance of developing a subscriber list mapped to various segmentation data.
During this webinar, we analyzed SMS integration for ESPs, putting specific focus on the keys to be successful.
The document discusses why email marketing often fails and how to improve its effectiveness. While some had predicted email's demise, it remains one of the most important communication channels. However, traditional "batch-and-blast" email marketing is no longer effective as buyers are more empowered, have higher expectations, and will quickly opt out of irrelevant emails. To improve email marketing, companies must send personalized emails that engage each recipient and use marketing automation software to track campaign performance and engagement over time.
This document discusses email marketing strategies and tactics. The objectives of email marketing may include brand awareness, lead generation, sales, customer retention and relationships. Effective email marketing requires defining goals and audiences, creating targeted content, and measuring results through metrics like clickthrough and open rates. Key tactics include building an opt-in list, segmenting lists, writing compelling subject lines, and testing different message formats and frequencies. Measuring campaign performance allows improving future email campaigns.
This white paper discusses findings from a new nationwide measurement system called TalkTrack that measures word-of-mouth conversations. Some key findings include:
1. Consumers have an average of 78 brand-related conversations per week, mostly positive in nature, with food/dining and media/entertainment brands most discussed.
2. 70% of conversations occur face-to-face, with home, work, and others' homes the most common venues. Family, friends, and partners are frequent conversation partners.
3. 48% of conversations reference marketing/media like TV ads, websites, and print, showing their influence. Customer experience also drives word-of-mouth.
4.
This document discusses optimizing email marketing strategies in 2009. It provides an overview of eCircle, a European email marketing company. eCircle recommends applying marketing principles like relevance to email. Targeting can be done through profile, behavioral, and lifecycle approaches. A case study shows how Argos used integrated customer data to personalize newsletters, driving higher engagement. Dynamic content, reviews, and Q&A improved results for Argos.
This document summarizes key metrics and trends in the email marketing industry. It finds that while open rates are rising and bounce rates falling, deliverability rates remain inconsistent. Email continues to deliver high returns on investment compared to other channels. However, maintaining relevance and frequency is important, as consumers expect personalized, timely communications. Mobile usage is also growing, requiring email design optimized for all devices.
The document discusses the past, present, and future of email marketing. It analyzes email marketing trends over recent years, noting that while open and click-through rates have stabilized, inboxes are getting more crowded. The future of email may involve more fine-grained filtering of commercial messages, improved mobile handling, and more automated personalized campaigns. Social media is also discussed as both complementary to and competitive with email marketing.
This document discusses how to optimize email usability and maximize results from email marketing campaigns. It provides tips for improving the from name, subject lines, email design, landing pages, segmentation, and overall email program to make emails easy to use and engage subscribers. Key recommendations include keeping the from name and subject lines short and relevant, designing for image blocking and mobile, following through with offers on landing pages, and sending targeted messages to the right audiences.
This document discusses the continued relevance of email marketing. It notes that email is still a primary way for people to receive communications from companies and that email consumption continues to rise, driven by mobile usage. It provides tips for marketers to keep email marketing effective, such as maintaining a clean subscriber database, engaging subscribers with relevant content, and optimizing email campaigns based on subscriber behavior and feedback.
This document discusses a research report about consumers terminating their relationships with brands through social media channels like email, Facebook, and Twitter, dubbed "The Social Break-Up." The report explores consumers' motivations and actions for disengaging from brands on these channels. It finds that consumers will unsubscribe, unfollow, or ignore brands' communications if the interactions fail to feel relevant, engaging or respectful of the consumer's privacy preferences over time. The report aims to help marketers better understand relationship building and maintenance across interactive channels from start to finish.
The Social Break-Up - FEB2011 (Exact Target)Sociatria.com
La octava entrega de la serie "Suscribers, fans and followers" analiza en esta ocasión los motivos que llevan a los usuarios a darse de baja de una newsletter, Facebook o Twitter.
The Social Break-Up - FEB2011 (Exact Target)Mundo Ofertas
La octava entrega de la serie "Suscribers, fans and followers" analiza en esta ocasión los motivos que llevan a los usuarios a darse de baja de una newsletter, Facebook o Twitter. (inglés)
Similar to Global Consumer Email Study 6 4 09 (20)
Abn amro vos 2011 media.
Meer informatie en bron:
http://abnamro-visieopsectoren.pressdoc.com/22111-tijdperk-van-de-digibeet-is-aangebroken-consument-bepaalt
Brandz 100 milward brown 2011
Source & Download:
http://www.millwardbrown.com/BrandZ/Default.aspx
"Developed by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking analyzes the world’s leading brands and the economic and competitive dynamics that influence value fluctuations. It is the most comprehensive annual ranking of brand value, and focuses on consumer-facing brands, rather than corproate brands.
Millward Brown congratulates all brands in this year’s BrandZ Top 100."
Practical Guide: An overview of behaviour change models and their usesMarketingfacts
Title: Practical Guide: An overview of
behaviour change models and their uses
Author: Andrew Darnton,
Centre for Sustainable Development,
University of Westminster
Original source:
http://www.civilservice.gov.uk/Assets/Behaviour%20change_practical_guide_tcm6-9696.pdf
Behaviour_change_reference_report_tcm6-9697
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Development, University of Westminster
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Original Source:
http://www.civilservice.gov.uk/Assets/Behaviour_change_reference_report_tcm6-9697.pdf
Social Media Examiner: Social mediamarketingreport2011Marketingfacts
This document summarizes the key findings of a 2011 social media marketing industry report. The report is based on a survey of over 3,300 marketers. Some of the main findings include:
1) Marketers are most interested in learning how to measure the impact of social media marketing and integrate their various social media activities.
2) Most marketers spend 6 or more hours per week on social media marketing, with over a third spending 11+ hours.
3) Generating business exposure is the top benefit of social media marketing according to 88% of respondents.
4) Facebook, Twitter, LinkedIn and blogs are the most commonly used social media tools.
5) Video marketing on YouTube
De Worldcom Public Relations Group (groot netwerk van onafhankelijke PR-bureaus wereldwijd), heeft gisteren de resultaten bekendgemaakt van een Europees onderzoek naar trends in PR. Aan het onderzoek hebben 17 Europese PR-bureaus van de Worldcom PR Group EMEA deelgenomen, daarmee is het onderzoek niet representatief voor de branche. Uit het onderzoek blijkt, dat de rol van de media in de verschillende Europese landen verschilt. Eén ding hebben de ondervraagde landen echter gemeen: traditionele media spelen, ondanks de sterke opkomst van social media, in heel Europa nog steeds een zeer belangrijke rol in het bereiken van het publiek.
Source: http://wk-pr.nl/worldcom/Worldcom%20Media%20Survey%20Dec10_Final.pdf
Mobile search advertising spending is growing rapidly according to data from Efficient Frontier. They found that mobile search currently accounts for 4.2% of total search ad spending for their clients, up significantly from 0.5% a year ago. They project that mobile search spending could account for 7-10% of total search ad spending by the end of 2011. Currently, 5.4% of paid search ad impressions for Efficient Frontier clients come from mobile searches. However, mobile searches have lower click-through rates than desktop searches.
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The document discusses best practices for social media customer service or webcare. It notes that webcare teams should clearly define their goals and vision, and determine which platforms will be prioritized and where they will take a proactive approach. For success, internal investments are needed to make content accessible across all organizational levels, and cultural changes may need to be formalized. The future of webcare includes integrating social media data with CRM systems, more flexible hours beyond 24/7 support, and a more proactive role beyond helpdesk tasks.
Stealth attraction for mens gets her with your wordsichettrisagar95
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Global Consumer Email Study 6 4 09
1. Marketing As Usual. Not A Chance.™
RESEARCH JUNE 2009
Inside the Inbox: Trends for the
Multichannel Marketer
Epsilon’s Global Consumer Email Study
epsilon.com
2. Marketing As Usual. Not A Chance.™
Marketing As Usual. Not A Chance.™
Introduction
Today’s marketing landscape is increasingly complicated and consumers around the globe are savvier than ever. Brands large and
small face a wide variety of challenges in every corner of the world. In order to execute an effective, multichannel marketing
strategy, the first step is to understand consumer behavior in order to tailor programs to each target audience.
Consumers in the new marketing world order are exposed to more media than they have physical time to consume both on and
off-line, from Hulu and Facebook to text and instant messaging. The same consumers are in the driver’s seat, taking control of
the communication stream, signing up, leaving and influencing others in a matter of seconds. In addition, decisions are made in
networks, not just by individuals, and consumer engagement extends beyond on and off-line purchasing behavior.
Marketers are faced with a challenging economy and shrinking budgets. As a result there has been a notable shift towards
interactive/digital marketing from more traditional marketing. One of the most effective, measurable and targeted tools is email
marketing. Often used in conjunction with traditional marketing channels such as direct mail, email marketing provides a real-time
and quantifiable opportunity to interact with customers. Recent Epsilon data shows that email performance remains strong1 with
steady delivery, open and click-through rates.
Epsilon’s global consumer email study was designed to explore consumer behavior such as use of online communications tools
and attitudes about permission-based emails and spam. The survey was conducted in conjunction with ROI Research in April 2009
with over 4000 consumer respondents in select countries in North America, Asia Pacific and Europe. The study builds on similar
research conducted in the US from 2002-20052 and APAC in 20083.
The Evolution of Email Tools for Online Communications
What is the primary tool you use for personal online communication?
As an online communications channel, email is
87%
most frequently cited as consumers’ primary tool. Email 74%
63%
While there is widespread use of instant messaging, 6%
15%
text and social networks around the globe, email Instant Messaging
28%
use surpasses all other channels. Each week, 2%
consumers receive hundreds of email messages Test/SMS 5%
5%
containing retail offers, business/work-related 4%
information, personal interest, newsletters, account Social network(s) 5%
8%
statements and the often-dreaded spam. The chal- 2%
lenge to today’s marketer is breaking through this Other 1%
1% North America (N=642) EMEA (N=1,221) APAC (N=2,221)
inbox clutter to deliver relevant messages at the right
time to their best customers and prospects. Types of Emails Received
In an average week, how many emails of each of the following types do
you receive? (Average # Emails Received Per Week)
169
71
61
42 49 36
22 24 26 23 22 23 20
16 16
7 11 14 4 2 5
Spam Retail Business/ Personal From Business Account
offers work emails interest friends/ newsletters statements
family
North America EMEA APAC
1
Q1 2009 Epsilon Email Trends and Benchmarks Data
2
3
DoubleClick Consumer Email Study, 2002-2005 epsilon.com
Asia Pacific Consumer Email Survey, 2008
3. Marketing As Usual. Not A Chance.™
As a replacement for other types of communications, The format of email messages is directly tied to the
email has made progress displacing things evolution of email to devices such as mobile, PDA
like in-person sales calls, retail discount offers, and Smartphones. As consumers use more iPhones
telemarketing calls, bills or statements and promo- and Blackberries, they interact with their inboxes
tional mail. The surveyed consumers feel there is differently. Marketers need to consider factors such
additional opportunity to replace these vehicles as message and subject line length as well as email
especially in-person sales calls and telemarketing format. Not surprisingly, Asia Pacific (APAC) leads
calls. This suggests that consumers may find email in PDA or Smartphone usage for email. North
to be more informative and less intrusive than other America and EMEA will likely continue to adapt to
sales and marketing efforts. a more mobile culture, creating new challenges and
opportunities for digital marketers.
Email Displacing Other Media Email Format, PDA/Smartphone Use
Has email become a replacement for any
of the following types of communications? What is your preferred format for receiving emails?
(Check all that apply) 50%
HTML 41%
Email Displacing In-Person Sales Calls Email Displacing Retail Discount Offers 38%
18%
29% 25%
EMEA (N= 1,221) EMEA (N= 1,221) Plain Text 16%
27% 16%
24%
44% 48%
APAC (N=2,221) APAC (N=2,221) 26%
24% 25%
No preference 34%
32% 36%
North America North America 32%
(N=642) 23% (N=642) 14%
6%
Don’t know what 9%
Email has replaced Would like it to Email has replaced Would like it to this means 2%
Email Displacing Telemarketing Calls Email Displacing Bills or Statements North America (N=642) EMEA (N=1,221) APAC (N=2,221)
29% 32%
EMEA (N= 1,221) EMEA (N= 1,221)
32% 10% Do you use a PDA or Smartphone for email?
48% 54%
APAC (N=2,221) APAC (N=2,221) 19%
25% North America (N=642) 9%
34% North America 40%
North America
(N=642) 28% (N=642) 8% EMEA (N=1,221) 7%
Email has replaced Would like it to Email has replaced Would like it to
APAC (N=2,221) 32%
Email Displacing Promotional Mail
38%
EMEA (N= 1,221) 18%
APAC (N=2,221) 59%
17%
North America 38%
(N=642) 13%
Email has replaced Would like it to
epsilon.com
4. Marketing As Usual. Not A Chance.™
The New Definition of Spam North American respondents are the mostly likely to
As long as email has existed, so have spam and a unsubscribe from permission-based emails followed
consumer intolerance of unsolicited messages. The closely by EMEA respondents. North American inboxes
new definition of spam is not just emails to which also seem the most cluttered due to the significant
consumers have not subscribed. Spam now encom- number of spam emails per week. The top reasons
passes irrelevant messages and contact saturation cited for un-subscription include irrelevant content,
email frequency, and concerns about addresses being
Defining Spam shared/sold and other privacy issues.
Which of the following do you consider Spam? (Check all that apply.)
83%
Emails that intend to trick me into opening them 67% Unsubscribe Frequency
71%
Emails of an offensive subject matter
71%
69%
How often do you unsubscribe from emails you have signed up to
65%
73%
receive? (Total respondents - N = 4,084)
Any email I receive that I did not ask for or subscribe to 54%
60%
76% North America (N=642) 5% 26% 55% 14%
Emails from senders who are unknown to me 52%
55%
45%
All emails that are filtered into the junk mailbox 42% EMEA (N=1,221) 6% 29% 50% 15%
43%
Any email I receive that I don’t want, regardless 39%
39%
of whether I subscribed 33% APAC (N=2,221) 14% 51% 31% 4%
45%
Any email sent to me from a sender who is not 29%
in my address book or approved sender list 29% Never Rarely Occasionally Frequently
An email from a company I may have given permission to 39%
32%
send me mail at one time, but that I no longer wish to receive 32%
34%
Emails from companies I have a relationship with offline, 28% Reasons for Unsubscribing
but to whom I never gave permission to contact me via email 34%
Why have you unsubscribed? (Check all that apply)
Emails from a company I have done business with 31%
23%
(Have unsubscribed - N = 3,766)
but that come too frequently 28%
26%
67% 64% 60%
Any email that tries to sell me a product or service, 27%
62% 62%
even if I know the sender 18%
56%
50% 48%
North America (N=642) EMEA (N=1,221) APAC (N=2,221) 39%
30% 31% 32% 29%
20% 18%
Accustomed to these messages, consumers are taking
Irrelevant Receive Think address Don’t recall Privacy
action to eliminate or limit the amount of spam they content too frequently being signing up concerns
shared/sold
receive by unsubscribing and using tools such as “junk
email” folders, “report spam” and “block sender.” North America (N=618) EMEA (N=1,145) APAC (N=2,003)
Techniques for Limiting Spam
How likely are you to take the following actions in order to eliminate or
limit the amount of spam that you receive?
(Five point scale - Summary top 2 box) (Total Respondents - N=4,084)
77% 73% 71% 68% 74%
68%68% 66% 68%
63% 61% 60%
44%45%43% 43% 48% 45% 42%
37% 39% 36% 40% 36% 35% 40% 29%
27% 21% 16%
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North America (N=642) EMEA (N=1,221) APAC (N=2,221)
epsilon.com
5. Marketing As Usual. Not A Chance.™
Permission-based Email: Who? What? When? Compelling “Subject” Lines
What type of subject line content compels you to open a PBE?
There’s no doubt about it, relevance, timing and (Check all that apply) (“Subject” Line is Most Compelling - N=1,449)
personalization are critical components of a successful 66%
59% 59% 63% 66%57% 60%
email marketing strategy. When it comes to timing, 46% 50% 49%
31% 34%
48%
33% 29%
42%36% 36% 43%
31% 36%
48%
31% 34%
37%
18% 16%
the batch-and-blast approach is being replaced 5%
12% 7%
ws
r
me
t
r
r
e
r
r
o
by automated triggers and dynamic campaigns.
fe
f fe
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ur
The “from” and “subject” lines are marketers’
ro
sc
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rb
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tp
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nt
ta
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am
uc
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od
sf
first opportunity to incorporate relevance and
sr
ai n
pr
ai n
w
nt
nt
Ne
Co
Co
personalization. Both lines influence whether or not
APAC (N=966) EMEA (N=330) North America (N=153)
a consumer even opens a permission-based email.
Compared to an earlier US study41, the “from” line is
becoming more important, challenging marketers to Once permission-based emails are opened, the next
establish a trusted relationship with consumers. challenge is to deliver useful content to customers
that will drive desired behavior such as purchases
Importance of “From” and “Subject” Lines - US Trending and forwards to friends. Offers for regularly
What most compels you to open a permission based email? purchased products and related products reflect
60% a solid understanding of the individual customer.
63%
The “From” line 64% Opportunities for rewards and sweepstakes are also
65%
68% 2002
well-received.
2003
35%
32% 2004
33%
Desired Content
Subject Line 2005
Which of the following would you find useful if included in a permission
31%
26% 2009 based email?
68%64% 62%
64% 57%
50% 55% 54%
42% 45% 43%
36% 37% 40% 36%
Consumers in North America and EMEA agreed that 22% 26%
34% 29% 34% 29% 30%
10% 8%
16% 19%
4%
the “from” line is the most influential feature in their
o
y
ts
or
s
s
s
s
ve
ing
er
io n
er
li c
inf
uc
nd
bo
r tn
r tn
po
aw
at
od
m
ve
ea
decision to open a permission-based email, while APAC
pa
pa
lo c
ra
rn
dr
pr
me
th
og
s/
tu
s-
th
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re
of
sa
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as
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be
rch
respondents opted for the “subject” line. Of those who
No
ct
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ro
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bs
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select the “subject” line as most compelling, content
te
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fe
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rr
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rs
fo
fe
driving open rates primarily focuses on discounts and
rs
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fe
rs
fe
Of
Of
offers, news, and personalization such as purchase
APAC (N=2,221) North America (N=642) EMEA (N=1,221)
history or a consumer’s name.
Importance of “From” and “Subject” Lines
What most compels you to open a PBE?
68%
The “From” line 64%
44%
26%
The “Subject” line 26%
51%
6% North America (N=642)
8%
Other 6% EMEA (N=1,221)
APAC (N=2,221)
4
DoubleClick Consumer Email Study, 2002-2005 epsilon.com
6. Marketing As Usual. Not A Chance.™
Even if an email makes it to the inbox, and is opened too long and too short – and impersonal messages
and reviewed by a consumer, it still doesn’t necessarily that lack human interaction or information about the
amount to a “win” for an email marketer. The consumer. This proves, once again, that testing is the
overarching goal is to influence multichannel behavior best way to find the appropriate balance for a target
and attitudes about products, brands or services. Some audience.
of these actions and behaviors are measurable such as
coupon redemption or revenue conversions. Others, Barriers to Interaction
Which of the following are barriers that prevent you from interacting with
such as purchases made offline in a retail store, emails offers sent to you by email? (Check all that apply)
forwarded to friends and purchases made by phone, (Total Respondents - N=4,084)
are more difficult to measure. Overall, our findings
59%
indicate that consumers around the world are taking 50% 43% 50%40%
42% 43%
33% 37%
31% 29% 29%
20% 27% 21% 20% 15% 24% 22%
15% 17%
action and thus email marketing remains an effective 13% 16%
6%
ine
ng
n
t
y
h
ed
ve
driver of behavior.
or
rit
ug
tio
bo
lo
liz
ffl
sh
cu
no
ac
na
ea
oo
ro
oo
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nt
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er
ail
of
ni
ail
be
tp
ac
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t tr
do
No
No
hu
ta
an
Email Impacts Behavior
of
no
-c
ck
rs
st
La
fe
Co
As a result of opening permission based emails, how often do you normally
take each of the following actions? (Four point scale - Summary top 2 box) Of
APAC (N=2,221) North America (N=642) EMEA (N=1,221)
87%
Click on a website 69%
77%
57%
Enter sweepstakes or promotion
50%
67%
North Americans are most concerned about a number of
63%
Watch video clip 46%
42% issues related to email and Internet use followed closely
62%
Purchase online 46%
42% by APAC and EMEA respondents. While worries such
58%
Purchase offline at retail store 48%
41% as viruses, identity theft, phishing, scams and pharming
67%
Sign up for more information 38%
37% may not be keeping the “Average Joe” up at night,
62%
Click on advertised link in newsletter 34%
39% they are real concerns that reemphasize the need for
55%
Play a game 39%
41% marketers to establish a trusting relationship and keep
58%
Listen to audio clip 39%
37% their consumer information safe.
51%
Forward email 39%
32%33%
15%
13%
Sign up for another company’s email newsletter Concerns About Email & the Internet
Purchase over the telephone
31%
24%
How concerned are you about the following issues related to your use of
13%
34%
email and the internet? (Three point scale - Summary Very Concerned)
Purchase via phone from catalog 19%
14%
(Total Respondents - N=4,084)
32%
Print order form and purchase via postal mail 15%
13% 73% 78% 73% 70% 71%
60% 65% 66%50% 66%
34% 60%57% 52% 59% 55%
Subscribe to paid subscription 11% 50% 52% 54%
43% 46%
53% 49% 47% 44%
7% 34% 36%
26%
APAC (N=966) North America (N=153) EMEA (N=330)
es
ft
ing
s
ng
a re
am
re
t
en
am
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wa
us
mi
ish
Sp
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nt
Sc
yt
Vir
Ad
ar
co
Ph
Sp
tit
Ph
ry
Inside the Cautious Consumer Mind
en
vo
Id
sa
Un
Trust goes a long way, especially in cyber space.
Permission-based emails may have the best “from” and
“subject” lines, optimal content and arrive in consumer North America (N=642) APAC (N=2,221) EMEA (N=1,221)
inboxes at the prime time, but still there are barriers
that prevent recipients from interacting with offers. By
understanding these considerations, messages can be
more successful and less likely to end up in the “trash.”
Security issues and a lack of attractive offers/promotions
were the primary reasons as well as email length – both
epsilon.com
7. Marketing As Usual. Not A Chance.™
Conclusion Methodology
Digital marketers face immense opportunities to Epsilon’s 2009 Global Consumer Email Study was
enhance multichannel strategies that engage consumers conducted in April 2009 by ROI Research, of Lancaster,
locally, regionally and globally. A shift from campaign- PA, and compiles data from 4084 responding consumers
centric planning and execution to customer experience in 13 countries: US, Canada, China, Singapore, Hong
and lifecycle marketing opens up new doors. Email is Kong, Australia, India, Malaysia, Japan, UK, France,
no longer a standalone tactic but rather one channel Germany and Spain. The panel of participants includes
for brand interaction within a matrix of integrated and consumers who have an active email account and receive
coordinated strategies. permission-based email. When reporting by region,
sample sizes reflect the number of completed surveys but
data has been weighted to reflect each countries relative
population size. The data has a sampling error of +/-
1.5%.
For More Information
Epsilon Corporate Headquarters
4401 Regent Boulevard
Irving, TX 75063
1-800-309-0505
info@epsilon.com
Marketing As Usual. Not A Chance.™