consumer views on email marketing 2009

Email Consumer Findings 2009

What do your customers think of your emails?

www.emailcenteruk.com | [email protected] | +44 (0)1327 350921

Sean Duffy - Principal Email Marketing Consultant

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About Emailcenter


One of the UK’s leading email marketing specialists

Work with over 450 of the UK’s leading brands

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Introduction


What do customers think of email marketing messages?

Why is this important?

- What makes an effective email programme- What to avoid- How do customers interact with your email

Key Finding 1: Consumers receive a LOT of email




What does this mean for the marketer?

- Lots of clutter around your messages - Small amount of reading time per message

Suggested Strategies

- Test, test, test - Be relevant - Only send when there is something to say



Case Study – Canvas Holidays Simple A/B Split Testing

- What makes a customer more likely to open an email?- From name more important than subject line- Test of “Canvas Holidays” versus “Heather – Canvas Holidays”

Results

- Open rate increased by 24%- Click-thru rate increased by 35%

Key Finding 2: Relevance is the key




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Why so much irrelevant email?

- Irrelevant email generates an excellent ROI- Lack of data to target emails- Senior management dictating a tactical approach to emailing

Results

- Educate Senior Management on the benefits and pitfalls- Segment & tailor email campaigns- Relevant timing – not just newsletters



Case Study - Cartridge People tailored emails based upon brand

- Supplier of ink and toner cartridges- Tailored emails based upon printer model each consumer owns- Uses dynamic content rather than lots of segmented emails

Results

- 30% increase in conversion rates through being relevant



Case Study – James Villa Holidays brochure request emails

- The basic rule – send emails at the right time for the recipient!- Brochure requests followed up with email to increase conversion- Last 3 search results for each brochure requester captured- Emails tailored based upon

- Number of children in party- Brochure requested- Destinations searched

Key Finding 3: Marketers abusing trust of consumers




What does this mean for the marketer?

- Small complaint levels can lead to delivery issues- Too many emails and they will switch off altogether

Suggested Strategies

- Law versus ethics- Review data capture process – sell the benefits of your email!- Choose the right frequency



Case Study – toptable increasing revenue by sending fewer emails

- Emails sent twice a week with the latest offers- List fatigue set in with open rates falling- If frequency reduced sales fall- Compared one a week to a control group of NEW CUSTOMERS- 3 months later results showed that if you reduce the frequency:

- Open rates 86% higher- Unsubscribe rates 57.1% lower- Bookings 10.6% higher

Takeaways


Think strategically about email marketing

Relevance is critical

Questions?

consumer views on email marketing 2009

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