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What do customers think of your email marketing messages? In 2009 Emailcenter conducted a survey of consumers and discovered that:* Marketers send too many emails* Emails lack relevance* There is a lack of trust in marketing emails
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Email Consumer Findings 2009
What do your customers think of your emails?
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Sean Duffy - Principal Email Marketing Consultant
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About Emailcenter
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
One of the UK’s leading email marketing specialists
Work with over 450 of the UK’s leading brands
Developed Maxemail email campaign management solution
Experienced account management and client services team
Solutions, Services & Expertise
Introduction
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Key Finding 1: Consumers receive a LOT of email
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
Key Finding 1: Consumers receive a LOT of email
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Key Finding 2: Relevance is the key
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Key Finding 2: Relevance is the key
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Time
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Key Finding 2: Relevance is the key
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
Key Finding 2: Relevance is the key
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
Key Finding 2: Relevance is the key
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Key Finding 3: Marketers abusing trust of consumers
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Key Finding 3: Marketers abusing trust of consumers
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
Key Finding 3: Marketers abusing trust of consumers
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
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
www.emailcenteruk.com | info@emailcenteruk.com | +44 (0)1327 350921
Think strategically about email marketing
Relevance is critical
Questions?
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