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Email Marketing Trends for 2012: A revealing look at what
how consumers use email
Ryan P. PhelanVice President, Strategic ServicesBlueHornet@ryanpphelan
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Industry Experience• Director, Email Marketing & Acquisition at Sears
Holdings• Responsible for East Coast Operations at
Responsys• Director, Email Marketing & Online Advertising
at infoGROUP, IncThought Leadership• DM News: Email Gets Personal (Cover Story)• Keynote address – March 2012, EEC12• Recent Article: Changing Consumer
Perceptions of the Email Channel, Simms Jenkins - bit.ly/RP_P1
• Co-Chair of the EEC List Growth & Engagement Roundtable
• Member of:
Various Email Discussion Groups on:
Ryan PhelanVice President, Strategic Services
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Think…
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1,000 CONSUMERS
• U.S. Based Consumers• 77% own a smartphone• Selected ages between 18 and 45• 79% were employed• Diverse ethnic mix• 77% earned $35,000+• 35% live in urban area; 65% in
suburb
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Do you add retailers to your address book to ensure delivery of their emails?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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How many personal email addresses do you have?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Is it OK to get promotional emails if you made a purchase but didn’t sign up to receive promotional emails?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Goals for Today
> See the results of our consumer survey
> Listen to what real customers think
> Learn from Ryan on actionable strategies
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1Why do you sign up to receive emails from companies?
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In addition to email address, what information are you generally comfortable sharing with a brand or company?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Which of the following are your most important reasons for signing up to receive emails from companies seeking your business?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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What are the most important reasons to sign up for email?
Discounts: 95.4%
Product Updates: 56.5%
Love the Brand: 56.1%
Product Research: 38.2%
Other: 2.8%
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Key Takeaways> Incorporate preference centers into your welcome process
> Gather relevant information and test the amount
> Don’t take advantage of the trust
> Test pricing and discount strategies in your emails
> Test calls to action between “Learn More” and “Buy Now”
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2What do you expect to happen after you sign up for an email list?
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Do you expect to get a welcome email when you sign up to receive email notifications?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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How much do the following have in causing you to purchase from an email?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Do you expect to get a welcome email when you sign up to receive email notifications?
Yes: 75.7%
No: 24.3%
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Key Takeaways:> Make sure that you have a welcome email sent instantly
after registration
> During registration, test asking what they want out of the relationship
> Price and Discounts are the top reasons for purchase from email (Free Shipping is a close third)
> Cadence should be rooted in relevant content to the consumer at each phase of development
> Don’t bombard the consumer
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3If you receive a mobile email that doesn’t look good, what do you do?
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If the email you receive looks bad, does that influence your perception of the brand that sent it
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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If you get a mobile email that doesn’t look good, what do you do?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Do you click on the “view this email online” link when viewing an email on a mobile device?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Do you use your mobile device to sort through your emails before you read them on your desktop?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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If you get a mobile email that doesn’t look good, what do you do?
Delete it: 69.7%
Unsubscribe: 18.0%
View on Desktop: 17.7%
Don’t know: 9.4%
Read it Anyway: 7.6%
File it: 3.5%
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Key Takeaways:
• Don’t be lazy marketers, optimize your emails for mobile devices
• Use effective subject lines and pre-header text to assist in the “triage”
• Use segmentation to group mobile users from desktop users and track performance
• Over half of respondents triage email
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4Why would you unsubscribe from an email list?
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When you unsubscribe, what is the primary reason?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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Source: Forrester’s The Best And Worst Of Email Marketing, Q4 2010Base: 64 marketing emails
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When you unsubscribe, what is the primary reason?
Relevance: 31.4%
Frequency: 30.7%
Inbox Overload 22.7%
Tired of Brand 12.4%
Other: 2.8%
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Key Takeaways
• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• An overloaded inbox is the third most popular reason why someone would unsubscribe at 22%
• Think strategically first, tactically second about your email program
• Make sure your emails provide value
• Use segmentation to send engaged groups emails – utilize Win-Back Programs
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5If you’re about to unsubscribe, is there anything the brand could do to change your mind?
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If you click to unsubscribe and are presented with the option to “opt-down” (change frequency, topics, etc.) would you remain on the list?
© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000
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If you’re about to unsubscribe, is there anything the brand could do to change your mind?
Never: 59.4%
Sometimes: 25.6%
Always: 15.0%
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Key Takeaways
• 40% of consumers might stay on your list if given options – implement an opt-down program
• Offer choices of cadence and subscription in an opt-down program
• Implement Win-Back Programs to engage the customer and renew the trust
• Ask a survey of those that are going to subscribe
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Conclusion
• Think strategically first, tactically second about your email program
• Make sure that you have a welcome email sent instantly after registration
• Cadence should be rooted in relevant content to the consumer at each phase of development
• Don’t be lazy marketers - optimize your emails for mobile devices
• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe
• 40% of consumers might stay on your list if given options – implement an opt-down program
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There are real people getting your emails – don’t forget that!
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Questions?
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Ryan PhelanVice President, Strategic [email protected] x36113
Want to learn about email marketing? Follow me on Twitter and watch #emailmarketing!
> @ryanpphelan@bluehornetemail