what consumers really want from their emails presentation

What consumers really want

from their emails

41 Portland Place

Thursday 25 October 2012

#dmaemail

Sponsored By Insight Partner

What consumers really want from their emails41 Portland Place

Thursday 25 October 2012

8.30 Registration and breakfast

9.00 Welcome

Fiona Robson, Managing Director, Rocketseed

9.15 Research findings

Paul Seabrook, Director and Co-Founder, fast.MAP

9.45 Turning insights from the email tracking study into results

Dela Quist, Chief Executive Officer, Alchemy Worx

10.15 Building trust with email

Zara Timms, Data Marketing Manager, Aviva

10.45 Panel discussion

Paul Seabrook, Director and Co-Founder, fast.MAP

Dela Quist, Chief Executive Officer, Alchemy Worx

Zara Timms, Data Marketing Manager, Aviva

11.15 Closing comments

Fiona Robson, Managing Director, Rocketseed

Sponsored By

Insight Partner

Welcome

Fiona Robson, Managing

Director, Rocketseed

Sponsored By

Insight Partner

Research Findings

Paul Seabrook, Director and Co-

Founder, fast.MAP

Sponsored By

Insight Partner

Email Tracking Study Wave 4

Paul Seabrook

October 2012

Email Marketing. Ticks a lot of boxes….

� Visibility of what happens

� Easier to test

� Media rich environment

� Right person, time, message

� Update campaigns in real-time

� Mass market

� Reach people at home, at work, on holiday, in

bed, travelling, when shopping….

But, how representative are you?

This study

� Brings 1,043 consumers into this room

� Online self-completion study from fast.MAP’s Consumer Voice panel

� Wave 4 of this tracker

� Other trackers include Data, Financial Services and more planned

� Designed by DMA / Councils / Sponsors. Some questions across all waves. Some new for this wave

� Recalibrate, inform, inspire, give direction, practical advice and confidence

Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT WORK?

Over half of the population don’t spend anytime on email at work

Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT HOME?

Over a third spend more than 2 hours a day on email at home. Highest figure since 2010

34

The timing challenge

� Lower checking has implications for quick expiry deals

� Multiple devices means different levels of engagement

but silence is not necessarily rejection

� Trying to second guess when consumers might be

online maybe forlorn. And one size doesn’t fit all

� Not just time of day but day of week, day of month or

lifestyle triggers

� Triggers: seasonality, weather, order confirmations,

review requests, browsing activity on the website

Q: HOW MANY EMAIL ADDRESSES DO YOU HAVE? PLEASE THINK ABOUT WORK AND PERSONAL

Don’t just get an email address. Aim for the right email address

“I tend to have at

least one to give to

companies /

websites that

demand one, but I

don’t want to share

my main one” =

50% of consumers

How to get to that main email address

� Highlight the value and benefits

� Testimonials

� Samples of past emails

� Clear sign up process

� Easy opt-out process

� Privacy statements

� Member associations

� Security Certificates

Build Trust and Keep it

Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UP TO RECEIVE EMAILS FROM

The competitive inbox landscape

The competitive inbox landscape

Q: HOW MANY EMAILS DO YOU RECEIVE IN YOUR INBOX ON AVERAGE EACH WEEK FROM BRANDS YOU TRUST?

Around 40% get less than 3 a day

2.5 emails per weekDMA National email benchmark report 2011

A simple increase in emailing frequency remains a strong option worthy of testing for many senders

� Use customer data better to match content and offer.

� One-off "high-value" emails, like a heavily-reduced last-minute offer.

� Emails that deliver information, benefits or service without overtly demanding anything in return.

� Introduce promotional messages to existing, non-promotional email, such as cross-sell sidebar offers in order confirmations.

� Link frequency increases with appropriate seasonal demand (as retailers do during the Christmas shopping season).

� Segment out the “best” or “most active” customers: if someone clicks on every email, they’ll likely welcome more.

� Allow people to opt-in to another email stream or more emails, so they can self-select for a higher frequency.

� Introduce trigger emails in addition to more broadcast email, where content is closely aligned to a customer action (like a post-purchase follow-up requesting a product review) or data point (like a birthday message).

Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETING EMAILS IN YOUR INBOX?

Don’t judge a campaign after 48 hours…

WHAT SUBSCRIBERS WANT

Q: WHAT FACTORS CAUSE YOU TO SIGN UP TO A BRANDS’S EMAILS?

Yes it’s about saving money, but not exclusively

Seize the moment

� Integrate opt-in forms into existing interaction points.

� …within the online checkout process.

� …in popovers that are activated when website visitors have viewed a certain number of pages or spent a certain amount of time on the site.

� …above the fold on web pages, but also at the end of articles, videos, slideshows, quizzes or other points of strong visitor engagement.

Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKE RECEIVING THE BEST?

Free delivery? Not a big deal

Q: WHAT PERCENTAGE OF THOSE THAT YOU RECEIVE DO YOU CONSIDER INTERESTING OR RELEVANT TO YOU?

Interest and relevance has tripled in 2 years

But… A quarter say no more than 1 in 10 brand emails are interesting or relevant

Q: WHEN YOU RECEIVE AN INTERESTING EMAIL, PLEASE SELECT UP TO THREE MOST LIKELY ACTIONS YOU WOULD TAKE FROM THE LIST BELOW:

Don’t underestimate the true impact of marketing emails

Q: WHAT IS MOST LIKELY TO PROMPT YOU TO MARK AN EMAIL AS SPAM?

Fear is the key trigger for Spam. Frequency and no recall of signing up have halved in 2 years

MOBILE EMAIL

Q: WHAT DEVICE DO YOU NORMALLY VIEW YOUR EMAILS ON?

Don’t think about your own behaviour…

Clear evidence of inbox management via mobile

SOCIAL NETWORKS

Q: WHICH OF THE FOLLOWING SOCIAL NETWORKS DO YOU USE?

Over three quarters have some sort of Social Network presence

Pass it on

Positive for email / social network integration

Confidence and engagement is growing with Social Network users

SUMMARY AND KEY OBSERVATIONS

Wave 4 Summary

� Mind the GAP. We are very untypical in the way we use and consume email

� It’s a growth medium. People are spending more time on email

� One size does not fit all

� Aim for the right email address, not just an email address

� Opportunity to trial increase in frequency

� Multi-channel approach to viewing, opening, managing and reacting to emails

� Mix money saving offers with more engaging, less demanding messages

� Response isn’t just clicks and opens. Just under half of response isn’t visible through normal measurement

� Social Network behaviour is changing rapidly with people wanting to help and contribute

Thank You

Turning insights from the

email tracking study into

results

Dela Quist, Chief Executive

Officer, Alchemy Worx

Sponsored By

Insight Partner

Dela Quist: CEO Alchemy Worx

Merkle View from the inbox 2011

Email should be the

primary means by which

someone you already

know, visits your site or

interacts with your brand

online.

Database Size

Send Frequency

Subject Lines

Offer & Creative

Data Segmentation

Order o

f Importa

nce

www.alchemyworx.com

@alchemyworx

linkedin.com/company/alchemy-worx

www

@delaquist

uk.linkedin.com/in/delaquist

alchemyworx.com/delaquist-ebook

dela@alchemyworx.com

Building trust with email

Zara Timms, Data Marketing

Manager, Aviva

Sponsored By

Insight Partner

Zara Timms

Zara Timms

Data Marketing Manager - Aviva UK Direct Insurance

zara.e.timms@aviva.co.uk

“BUILDING TRUST WITH EMAIL”

AVIVA UK DIRECT INSURANCE

EMAIL STRATEGY

The Email Agency Effect

Source: DMA National Client Survey 2012

“Internal resources are the biggest barrier to success: most businesses have less than one staff

hour a day allocated to email marketing. Skills are not necessarily a major constraint, with 70%

of marketers at least familiar with the essentials of the marketing discipline.”

About me

4 million targeted emails

sent monthly

49 monthly prospect

campaigns

30 monthly customer

campaigns

20 pre-purchase trigger

emails

27 post-purchase trigger

emails

The numbers

% of Online

Car Total

%

Quotes

%

Sales

Jan 10 1% 1.4%

Jan 11 2.9% 2.9%

Jan 12 7% 6.7%

Goals of the Aviva email

programme

Initial

consideration

set

Initial

consideratio

n set

Moment of

purchase

Active evaluation

Information gathering/shopping

Post purchase experience

On going exposure

Build advocacy through engagement

IN LIFE STRATEGY3.

Drive offer awareness and generate quotes

2.

Creating top of mind consideration

PROSPECT STRATEGY (OFF REN)1.

Guiding the customer through Renewal

RENEWAL STRATEGY4.

Pre-disposition

Shortlist Converting

Loyalty

Trigger

PROSPECT STRATEGY (ON REN)

Post

purchase

In-Life

Renewal

invite inserts

E-zine –

Bi-

monthly

Aviva Deals

email - 1/4ly

Cross Sell emails –

Monthly on/off renewal

Loyalty initiatives –leveraging sponsorship

assets

RAF On-boarding

In Life

System docs

Building trust / getting into the customers inner

circle;

Customer comms & engagement – ‘Loyalty loop’

Renew

Quote

enquiry

Quotes & +7 days reminderSurvey email

Winback &

Enquirer on-ren

Increased

Frequency

Testing off-ren

Retargeting

quote drop

field drop

outs? TBC

Off Renewal

Acquisition email

Newsletter

Building trust / getting into the customers inner

circle;

Non customer comms

Acquisition on-renewal targeted

Off Renewal

Acquisition

email

Newslette

r

Quote

Reminder

+14 days.

TBC

Off Renewal

Acquisition

email

Newslette

r

Surve

y

Data quality & volume

10 vs 11 database uplift – 95%

11 vs 12 database uplift – 44%

10 vs 11 database uplift – 95%

11 vs 12 database uplift – 44%

64% more quotes with

the same volume of data and spend.

Oct 10 vs Aug 12;

Del rate up 11%

Opens up 15%

CTR up 18%

Cleansed data;

duplicate records

reduced from 25% down to

2%

Frequency? How much is too much?

Source; MarketLive 2011 Consumer Shopping Survey

Upstream traffic from email services (% of site traffic driven from email sources)

Source: Hitwise upstream and down stream traffic from email services

A case for increased frequency -Email as part of the overall online response

Downstream traffic from email services (% of all email sources vs. industry)

Source: Hitwise upstream and down stream traffic from email services

A case for increased frequency -Email as part of the overall online response

12 months in the

life of a non-

customer

12 months in the

life of a customer

purchase

Acquisition email (+2 Remails) month before

renewal

- Increasing Frequency Email Cycle

A case for increased frequency – Open reach

Additional mailings sent

Source: Alchemy Worx

Building trust / getting into the customers inner circle;

Post Purchase Opt In Trigger

Welcome messages typically achieve four times the opens, five

times the CTR and over eight times the revenue per email of

promotional emails.

Source: 14 Experian CheetahMail (2010) The Welcome Email Report

Mobile Optimisation

Aviva.co.uk mobile

visits up

Jan vs.

Sept 2012

Mobile/tablet total 88%

% tablet 113%

% phone 65%

43% of mobile email users check

email four or more times per

day, compared to 29% of those

who do not use mobile email. Merkle “View From the Digital Inbox

2011″ (2011)

(using)

iPhone

Android

Attribution; What is the true impact of email?

Questions?

Panel discussion

- Paul Seabrook, Director and Co-Founder, fast.MAP

- Dela Quist, Chief Executive Officer,

Alchemy Worx

- Zara Timms, Data Marketing

Manager, Aviva

Sponsored By

Insight Partner

Closing Comments

Fiona Robson, Managing

Director, Rocketseed

Sponsored By

Insight Partner

Thank you Sponsored By

Insight Partner