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IPT Email Marketing Studies 2004-06
RESULTS
Martin Kiersnowski
Chief Operations Officer
IPT Email Marketing Studies 2004-06
RESULTS
Questionnaire hosted on IMRS website
Email invitations to IMRS research panel
1,231 respondents from throughout UK
47% male, 53% female, 52% married
51% in full time work
57% own home or are buying through mortgage
56% have one or more children
Some questions in this survey were duplicated in a 2004 survey—where applicable, results reported for both years.
Consumer research
Public perceptions and attitudes towards email marketing
•Key finding: Although DM is often criticized by interest groups and the press, the public is far more tolerant
•80% open their bulk mail folders to look at DM
Consumer research
How many email accounts
do you have?
Consumer research
1%
12%
9%
20%
32%
26%
1%
0% 5% 10% 15% 20% 25% 30% 35%
None
One
Two
Three
Four
More than four
Don't know/ not sure
20042006
Number of email accounts N=1,188
How many of these email accounts
do you check every day?
Consumer research
1%
6%
6%
13%
32%
41%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
None
One
Two
Three
Four
More than four
Don't know?Not sure
Frequency of checking email accounts N=1,187
What type of email accounts do you have?
Consumer research
1%
3%
3%
19%
45%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Web-based (Yahoo, Hotmail,etc.)
From a local/ regional ISP
Work-based
Academic-based
Other
Don't know/ Not sure
Types of email accounts N=2,110
Primary email account
Q: Do you consider one of these accounts to be your ‘primary’ or most important account for personal email messages sent
and received?
Consumer research
51%
35%
5%
0%
3%
3%
2%
0% 10% 20% 30% 40% 50% 60%
Web-based
From local/ regionalISP
Work-based
Academic-based
Other
None of myaccounts
Don't know/ Notsure
Primary email account N=1,185
Frequency of opening DM
Q: How frequently do you open a direct marketing email?
Consumer research
8%
19%
30%
19% 19%
3%
0%
10%
20%
30%
40%
50%
Never Rarely Occasionally Frequently Daily Don'tknow/ Not
sure
Frequency of opening DM N=1,186
Frequency of click-through
Q: Have you ever clicked on a link in a direct marketing email that took you to another website?
Consumer research
10%
31%
33%
15%
4%6%
0%
10%
20%
30%
40%
Never Rarely Occasionally Frequently Daily Don't know/ Notsure
Frequency of click-through N=1,187
Frequency of purchase from DM
Q: Have you ever made a purchase (either online or in a store)
based on what you saw in a direct marketing email or a web page you visited after clicking a link in a direct marketing
email?
Consumer research
47%
37%
7%
1% 0%
8%
0%
10%
20%
30%
40%
50%
Never Rarely Occasionally Frequently Daily Don't know/ Notsure
Frequency of purchase from DM N=1,187
Motivators
Q: Have you ever entered a competition or prize draw or sweepstakes after viewing a direct email marketing message?
Consumer research
Yes72%
No21%
DK/NS7%
Motivators N=1,179
Is this invitation to participate in market research considered Direct
Mail?
Consumer research
2%
14%
80%
2% 3%
-10%
10%
30%
50%
70%
90%
Spam DM Email Neither None of theabove
Don'tknow/ Not sure
Market research & DM N=1,185
Incentive to Open (1)
Q: When you are trying to decide whether or not to open a direct marketing email message, which of the following might persuade you to open it? Please tick all that apply.
Consumer research
16%
19%
24%
27%
4%
6%
4%
27%
24%
20%
20%
9%
0% 5% 10% 15% 20% 25% 30%
Discount or an offermoney/ purchase
Description of an interestingproduct or service
Prize draw / incentives
Name of a company
Humorous/ quirky subjectline
None of the above
Don't know/ Not sure
20042006
Incentive to open (all) N=1,188
Incentive to Open (2)
Q: And which of these features would be most likely to make you open a direct marketing email?
Consumer research
14%
16%
25%
31%
3%
11%
27%
24%
20%
20%
9%
0% 10% 20% 30% 40%
Discount or an offermoney/ purchase
Description of an interestingproduct or service
Prize draw / incentives
Name of a company
Humorous/ quirky subjectline
None of the above
2004
2006
Incentive to open (primary) N=1,188
Time Emails Are Opened (1)
Q: At what time of day are you most likely to open a direct marketing email, assuming it interests you enough to open it at all?
Consumer research
21%
27%
6%8%
6%8%
7%
11%
39%
45%
22%
0%
10%
20%
30%
40%
50%
Morning Mid-day Earlyafternoon
Lateafternoon
Evening Don'tknow/ Not
sure
2006
2004
Time emails are opened N=1,181
Time Emails Are Opened (2)
Q: Generally speaking, how quickly do you open those direct marketing emails that you do open?
Consumer research
29%
16%
34%
4%
22%21%
11%
32%
7% 6%
11%
6%
0%
10%
20%
30%
40%
As soon as Isee them
Within 60min
1-2hrs afterseeing them
Same day Isee them
1-2 days 2-7 days Don/ tknow/ Not
sure
20062004
Time before opening DM N=1,185
A division of Interactive Prospect Targeting, the UK’s largest online data collector
IMRS has the UK’s largest online Market Research Panel—313,000 registered respondents at present
We host surveys and provide sample for ad hoc projects, as well as panellists for third parties
We charge per completed survey. Our costs are low and our turnaround time is fast
We adhere to the Market Research Society’s Code of Conduct in all of our research
Who are we?
IMRS is a full service market research agency
Obviously, we do conduct a large number of Internet surveys– We also conduct online focus groups
– We recruit for CATI surveys online
– We can act as full charge supplier for complex or multi-modal projects
IMRS conducts qualitative research, both online and off
We consult with companies regarding the effective use of and response to weblogs
What do we do?
45.3%
54.7%MaleFemale
0%
5%
10%
15%
20%
25%
30%
% Split
18-24 25-34 35-44 45-54 55-64 65-74 75+
None48%
1 Child15%
2 Children21%
3 Children10%
4 Children5%
5 Children1%
IMRS panel profile 313,000 respondents as of 1/3/2006
0%
2%
4%
6%
8%
10%
12%
% Split
NA
3%0%
7%11%
5%5%
8%31%
8%12%
5%9%
Not applicable
Channel Islands
Eastern Counties
North West
Northern England
Northern Ireland
Scotland
South East England
South West England
Midlands
Wales
Yorkshire & Lincolnshire
61%13%
10%
13%3%
Full Time (30+ hours a week)
Part Time (8-29 hours a week)
Retired
Not Working
Unemployed
IMRS panel profile 313,000 respondents as of 1/3/2006
Trends in Email Marketing
Industry research
Nielsen//NetRatings UK NetSpeed home data, including Internet applications, Aug 04 & Aug 05, October 2005
Broadband usage exploded in the UK over the past 12 months.
Almost three-quarters of home Internet users in the UK have a broadband connection
Top 3 Brands experiencing greatest growth in Broadband audience (Aug 04-Aug 05):
Industry stats 2005
0
200
400
600
800
1000
1200
BB audienceAug 04 '000
BB audienceAug 05 '000
Disney online
Blogger
MyOffers
Industry stats 2005
Nielsen/NetRatings UK NetSpeed home data, October 2005
B2C email marketing will double from 2005-2010: the UK & Germany lead the way.For the first time, over half of the European online population (51%) is shopping on the Internet. The UK had the largest percentage of online shoppers, at 71% of its online population
Forrester, Oct 2005
Digital agencies report massive growth as online advertising marches on
Brand Republic 26 Oct 2005 THE exponential growth of online sales was revealed
yesterday when the Office for National Statistics said that their value rose by 81 per cent last year.
Times Nov 05
Industry stats 2005
Internet use outstrips TV viewing for the first timeBrand Republic 8 Mar 2006
After many years of strong increases, spend on direct mail had gone into reverse. Three main causes: the rise of email marketing, better targeting of direct mail and consolidation among marketers
Thomson Intermedia /KPMG: annual media spend 2005
Gates says future of advertising lies on the internetBrand Republic 27 Oct 2005
Industry stats 2005
UK trails the field at enforcing digital marketing lawsOsborne Clark, March 2006
Fewer consumers are using work e-mail accounts to receive opt-in commercial e-mails.This trend could be driven by factors such as rapid adoption of high-speed Internet access at home and increasing consumer comfort in managing multiple email accounts, each serving a different purpose
DM News, March 2006
Industry stats 2005
February 2006
IPT questionnaire microsite
Email invitation to to 9,000 direct marketing professionals
Broad selection of industry sectors for balanced sample
Industry research
How much of your spend is allocated to email marketing?
Industry research
0-20 21-40 41-60 61-80 81-100
0
10
20
30
40
50
60
70
80
2004
2006
Email marketing as a % of total spend
Are you planning to increase your spend on email marketing?
Industry research
0
10
20
30
40
50
60
70
80
Don't know can't say Stay the same Increase in the next year
2004
2006
Increase in email marketing spend 2006
How do you use email marketing?
Industry research
0
10
20
30
40
50
60
70
80
Customer Acquisition Customer Retention Cross selling Branding
2004
2006
Uses of email marketing
How do you send your campaigns?
Industry research
0
5
10
15
20
25
30
35
40
45
50
In-House ASP Solution In-House Outsourced
2004
2006
Email delivery
Do you check your emails for
junk mail triggers?
Industry research
0
10
20
30
40
50
60
70
Yes No
2004
2006
Use of spam filter checks
How clean are your email lists?
Industry research
0
10
20
30
40
50
60
8 to 10 4 to 5 1 to 3
2004
2006
Level of data hygiene
Do you use open &
click-through tracking?
Industry research
0
10
20
30
40
50
60
70
Yes No Don't Know
2004
2006
Use of open & click through tracking
Do you track actual sales?
Industry research
0
10
20
30
40
50
60
Track to purchase Track to enquiry Track to clickthrough Do not measure ROI
2004
2006
R.O.I. tracking
How well do you understand the latest email legislation?
Industry research
0
10
20
30
40
50
60
Very well Somewhat Not aware of it
2004
2006
Email legislation
Typical online consumer
multiple email accounts
primary account is personal, web-based
checks email every day
likely to respond to marketing email every week
Typical email marketer
planning to increase use of email
comfortably using email for customer acquisition
greater reliance on proven technology
confident use of campaign tracking
Snapshot
Breakfast at the Savoy
Q&A
Breakfast at the Savoy