2015 consumer views of email marketing, part 1: email usage patterns & mobile email

1CONSUMER VIEWS OF EMAIL MARKETING 2015

2015 Consumer Views of Email Marketing

Part 1: Usage Patterns & Mobile Email

PART 1

Email Usage Patterns & Mobile Email


WELCOME

& INTROS

Chris Frasier

Sr. Director, Customer Success, BlueHornet

Melissa Shaw

Partner, Strategy, Shaw + Scott


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.


EMAIL USAGEPATTERNS


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.


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


How many times per

day do you check

email?

More than a third of respondents indicate they

check email continuously throughout the day.


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


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


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


Which of the

following devices

do you own & use

to check email?

18 to 24 year olds


Which of the following

devices do you use

most often to check

email?

18 to 24 year olds

All respondents


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


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


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).


Give them control over frequency


Give them control

over content


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


What information or

interactions do you

expect companies to

use to personalize

marketing/advertising

emails for you?


Post-purchase

personalization

20 DAYS POST SHIP

Only to customers who

purchased shoes but

no belt.

PURCHASE 45 DAYS POST SHIP


purchased shoes.

350 DAYS POST SHIP


purchased recraftable

shoes.


For her

For him

Personalization

by gender


Explicit &

implicit

data for

personalization

BROWSE ABANDONMENT CART ABANDONMENT BIRTHDAY

123455555


Oops…


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


If you decide to unsubscribe, what, if

anything, can that company do to keep you?


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


Opt-down survey Insert Blindsgalore from REIB 2015


Preference center


Be proactive

Reactivation


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


Mobile Matters


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


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% +


What prevents you from purchasing

on your mobile phone or tablet?


Purchase workflow

flow

Eliminate extra

steps from email

to purchase

Email


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


Where do you prefer to purchase from

when using a mobile phone/tablet?


Mobile app purchase

experience


Scrolling rightHome Page

Email

Mobile website

purchase experience

on an iPhone 4s


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


Standard and mobile

email renderings


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


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


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


Q&A


Join us for Part 2: Email Influence on

Purchasing Behavior & Social in Email

August 27

10 a.m. Pacific/1 p.m. Eastern