2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasing & Social in Email
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Transcript of 2015 Consumer Views of Email Marketing, Part 2: How Email Influences Purchasing & Social in Email
1CONSUMER VIEWS OF EMAIL MARKETING 2015
PART 2Email’s Influence on Purchasing & Social in Email
2CONSUMER VIEWS OF EMAIL MARKETING 2015
WELCOME & INTROS
Chris Frasier
Sr. Director, Client Success, BlueHornet
Melissa Shaw
Partner, Strategy, Shaw + Scott
3CONSUMER VIEWS OF EMAIL MARKETING 2015
STUDY METHODOLOGY & DEMOGRAPHICS INFO
The Consumer Views of Email survey questionnaire 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. Seventy percent had a household income
over $35,000 and participants were evenly distributed by gender
and geographic region (East, Midwest, and Western regions of
the United States).
4CONSUMER VIEWS OF EMAIL MARKETING 2015
Email Influence on Purchase Behavior
5CONSUMER VIEWS OF EMAIL MARKETING 2015
Do marketing/advertising emails influence your purchase decisions?
How often do you buy products & services from marketing/advertising emails?
6CONSUMER VIEWS OF EMAIL MARKETING 2015
In which of these ways do marketing/advertising emails influence your purchase decisions?
63% of women versus
55% men say email plays
a role in their purchase
decisions.
7CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS & HOT TIPS
• Measure revenue contribution of email channel
• Benchmark revenue by campaign type
• Consider hold out groups to track the influence of
your email marketing campaigns
• Translate email-speak into financial impact
statements that are meaningful to your executive
and c-level leaders
8CONSUMER VIEWS OF EMAIL MARKETING 2015
What type of offer do you prefer in marketing/ advertising emails?
2015
9CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS & HOT TIPS
• Leverage free shipping seasonally if you can justify
the ROI
• Understand segment demographics and test offer
combinations amongst segments
• Make offer redemption seamless for all channels:
• Embed offer codes in URLs
• Be clear about thresholds
• Remind customers during the shopping experience how much more they need to spend
• Keep offer reminders and important entry codes viewable during mobile checkout
10CONSUMER VIEWS OF EMAIL MARKETING 2015
Besides discounts & free shipping, what else would compel you to sign up for marketing/ advertising emails?
11CONSUMER VIEWS OF EMAIL MARKETING 2015
MONTHLY POINTS ACCOUNT SUMMARY
WELCOME
Columbia Sportswear Greater Rewards Program
11
POINTS ACCRUAL REMINDERSAT POINTS THRESHOLD
12CONSUMER VIEWS OF EMAIL MARKETING 2015
Columbia Loyalty Performance Compared to Promotional
13CONSUMER VIEWS OF EMAIL MARKETING 2015
ALMOST TO TIER PROGRAM
MILEAGE PLAN STATEMENT
Alaska AirlinesLoyaltyProgram
WELCOMETO TIER
14CONSUMER VIEWS OF EMAIL MARKETING 2015
Early Access
FOR BEST CUSTOMERS SUBJECT LINE: YOU’RE INVITED
FOR APP USERSSUBJECT LINE: 10 PERFECT GIFTS –WE’VE DONE THE WORK FOR YOU
15CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS & HOT TIPS
• 64% of respondents will sign up for an email to
join a loyalty program
• Put one in place if you can
• Focus on the benefits consumers will receive
• Points
• Discounts
• Other monetary perks
16CONSUMER VIEWS OF EMAIL MARKETING 2015
Are you more likely to buy from companies that include information about their social responsibility/charity efforts?
Which practices are most important to you?
17CONSUMER VIEWS OF EMAIL MARKETING 2015
Social Responsibility
SUBJECT LINE: GIVING BACK 21ST CENTURY STYLE
18CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS& HOT TIPS
• Include social responsibly in email campaigns if it
supports your corporate mission or brand promise
• Don’t expect a noticeable impact on conversion
• Consumers will spot insincerity
19CONSUMER VIEWS OF EMAIL MARKETING 2015
Smart Social Complements
20CONSUMER VIEWS OF EMAIL MARKETING 2015
How likely are you to follow a company on your social networks?
21CONSUMER VIEWS OF EMAIL MARKETING 2015
Why do you follow companies on social channels?
22CONSUMER VIEWS OF EMAIL MARKETING 2015
Smart Social
SUBJECT LINE: #1 DAD
23CONSUMER VIEWS OF EMAIL MARKETING 2015
Smart Social
SUBJECT LINE:WE’VE GOT BIG NEWS
SUBJECT LINE:FAVORITE DRESS + OUTFIT INSPIRATION OVERLOAD!
24CONSUMER VIEWS OF EMAIL MARKETING 2015
Not-So-Smart SocialSUBJECT LINE: KNOW WHAT
YOU’ VE BEEN MISSING?
SUBJECT LINE: WELCOME BACK FROM TAMPA! SPECIAL OFFER INSIDE
25CONSUMER VIEWS OF EMAIL MARKETING 2015
How likely are you to share messages from marketing/advertising emails on your social networks?
26CONSUMER VIEWS OF EMAIL MARKETING 2015
Share-worthy content
27CONSUMER VIEWS OF EMAIL MARKETING 2015
Share-worthy content
28CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS • Mine social sites for content
• Use your customers’ best – videos, songs, blog
excerpts, etc.
• Include social content in an email with a CTA
to “Pin it” or Tweet
• Protect your valuable real estate
• Don’t use your subscribers – they’re smarter
than that
29CONSUMER VIEWS OF EMAIL MARKETING 2015
CONCLUSIONS & KEY TAKEAWAYS SEPARATOR
30CONSUMER VIEWS OF EMAIL MARKETING 2015
CONCLUSIONS/KEY TAKEAWAYS - PURCHASING
• Email drives increased purchases and spend
• Measure it
• Demonstrate email channel contribution to revenue
• Demonstrate increased email channel ROI
31CONSUMER VIEWS OF EMAIL MARKETING 2015
CONCLUSIONS/KEY TAKEAWAYS - SOCIAL
• Develop a coordinated cross-channel strategy
• Mine your social sites for email content
• Include a CTA that drives to the appropriate
social site
• Reserve prime real estate for marketing
messages, driving conversion
• Limit sharing CTAs to truly share-worthy content
32CONSUMER VIEWS OF EMAIL MARKETING 2015
Q&A
33CONSUMER VIEWS OF EMAIL MARKETING 2015