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The State of Digital Customer Engagement in Denmark 2016: Study Report
Mapp is built on the experience, knowledge and expertise of seven of the most reputable marketing technology companies in the business, including Teradata Marketing Applications and BlueHornet.
With this in mind, we took a close look into how some of the major brands with webshops in Denmark are utilising digital marketing channels to engage their customers. This extensive study looks through the digital marketing strategy of 50 of the top ecommerce brands and provides insights into how they are using the digital space to engage with their customers consistently across the main digital channels.
Digital marketing has been here for many years now. What started as a small part of the marketing mix grew to be a key focus for many brands and marketing teams.
But the lines between what’s digital and what’s not digital are slowly fading. With the rise of smartphones, tablets, smart watches, and other mobile and wearable devices, customers are now connected 24-7, and marketers need to constantly engage them in real time, across all channels. The challenge is then to establish a lasting customer-centric relationship with our audience, while leveraging multiple data sources to understand customers’ behavior.
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Mapp conducted an international market research study to identify the benchmarks and best practices in omni-channel digital marketing. A list of 50 leading ecommerce companies in Denmark1 was analysed via multiple channels involving three separate tracks: email, mobile apps, and social media. For each channel, the process included mapping the channels in which the company is active, subscribing to any communications
The study included companies from the following industries:
About the Studyvia their websites and mobile apps, and monitoring the engagement of the brand through these channels over the course of four weeks.
This research was conducted for one month between March 19th and April 20th 2016, including Easter.
For further information, please refer to the appendix, Study Methodology.
1 https://www.fdih.dk/nyheder/2015/okt/kundeoplevelsen-i-top-hos-de-storste-netbutikker http://www.recordere.dk/2015/04/danmarks-mest-populaere-web-butikker-2015/
4%
Travel
6%
Fashion
6%
Entertainment & Other
2%
IT & Telco
82%
Retail
Key Findings ....................................................................4
Email Marketing Findings ......................................5
Mobile Apps Findings .............................................10
Social Media Findings .............................................14
Cross-Channel Findings ........................................18
Individualised Marketing Findings ...............20
Conclusion ......................................................................23
About Mapp ..................................................................24
Appendix: Study Methodology ......................25
Table of contents
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Among the 50 ecommerce companies, just over a third (36%) have brick and mortar stores with direct customers. In terms of national coverage, 39% of the companies have more than 100 stores, 28% have 20-100 stores, and
Bricks and mortar stores
100 stores
20 — 100 stores
Multinationals
Range of products
eCommerce stores
39%
36%
54%
22%
28%
the rest have up to 20 stores. More than half (54%) are also multinationals, and one of every five companies (22%) have an extensive range of product categories. Others specialise in narrower product categories.
Key Findings
Our study shows that:
84% of the companies gave the option to subscribe to email communications either through a newsletter or an account. Out of these companies, 68% sent at least one email during the course of the study, with 55% sending 1-2 emails per week.
97% of the companies that sent emails were fully mobile optimised, and 100 percent sent fully responsive designed emails.
42% of companies have an app (on either Android/iOS or both).
Read on for deeper insights on each of the 3 channels, as well as insights into the usage of cross channel marketing and individualised marketing.
33% of the companies used some level of personalisation on their website and 26 percent of the companies personalised their emails to some extent, 40% of companies had personalised content in their mobile apps.
59% of companies have links to social media platforms on their website.
30% of the companies with an iOS app have social integration in their app (share buttons, refer a friend etc.).
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2 GetResponse, Email Marketing Benchmarks: Industry Stats & Recommendations for 2016 Webinar. http://www.getresponse.com/promo/email-marketing-benchmarks-webinar, January, 2016.
Email Marketing Findings
According to a recent study conducted by Smart Insights and GetResponse2, 64% of marketers rate email marketing as the most effective marketing channel, and 57% plan on increasing their marketing budget in 2016. These numbers speak for themselves: email marketing is a crucial component of a successful digital marketing strategy.
Our study unveiled some promising findings, as well as some shortfalls. 62% of the companies had a newsletter sign-up option on their website, and 35% of these prominently
displayed it on their homepage (subscription box or CTA).
In addition, 92% of the companies in the study gave the option to subscribe to email communications either through a newsletter subscription or an account.
Jasmin Altenhofen Director, Strategic Consulting Services International at Mapp Applications
“Make it easy to sign up as much as possible by making the process short and clear, or offer the possibility to sign up with social media credentials.”
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71% sent at least one email during the course of the study
With every channel, it is important to let the customer make decisions for themselves.
A preference centre is key in giving your customers the opportunity to let you know the content and delivery frequency they’d prefer so you can individualise the content for each customer’s preferences. The study showed only 14% of the companies had a preference centre on their website.
Allowing your customers the freedom to decide for themselves also includes allowing them to unsubscribe from your newsletter easily. 61% of the companies enabled this with just one click, and 13% of companies made it more difficult with two clicks.
When your customers have not visited your site in a while, a re-activation email is recommended. This email can include an offer to re-engage the
customer with the brand. We found only 37% of the companies did so, with the majority of companies losing out on an opportunity to re-engage their customers after a period of inactivity.
Sending a Welcome Message
It is also important to follow up with your customers post-registration by sending them a welcome message.
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11%
of the companies with a web account option and/or newsletter sign-up option requested preferences at any time
In our study,
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Jeremy Wood Business Development Leader, Digital Messaging at Mapp
“Email is everywhere and despite numerous forecasts, it has neither declined in significance or been replaced by other emerging channels. It is the most flexible channel in terms of containing rich content, capturing
user engagement data, and is suitable for the full range of marketing or service message needs. Consumers can easily share, store, print, archive, or delete an email. Email should be regarded as the backbone of any digital strategy.”
During this time, they are more likely to open your email since their attention is at its highest, so you might consider including a welcome message to ensure an immediate order. 22% of the companies with newsletter sign-up options did so as part of the account registration
process. 65% of the companies sent some sort of communication immediately after the registration. Yet, only 8% of these companies included a welcome offer either in the email or on the website.
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No email after registration
Confirmation email only
Confirmation and welcome email
Email with welcome only (no confirmation statement)
Yes on the website
Yes in an email
Both
No
19%
0%
35%
0%
41%
92%
5%
8%
Which best describes the first email response that companies sent after account registration?
Did companies send a welcome offer after account registration?
Seasonal Emails
Your customers love receiving holiday greetings from their favourite brand. And they like them even more if they come with a coupon or gift. It is just as nice to create emails that are seasonally relevant.
During the course of the study, 23% of the companies adjusted their emails to be seasonally themed.
1-2 Emails per week (more than 4 email during the study)
2-3 Emails per month
1 Email per month
Confirmation email only
None
55%8%8%0%
29%
97%3%
100%0%
100%
Mobile optimised and responsive emails
Number of emails sent by the company during the study
Fully mobile optimised*
Partially mobile optimised*
Fully responsive designed*
Partially reponsive designed*
Mobile website link is optimised*
*of all valid samples
*of companies that sent any type of email
Frequency of emails
Mobile optimisation
With the majority of customers opening emails on mobile devices, it is crucial that your emails are mobile optimised and responsive on any device. We found that 97% of the companies
were indeed sending mobile optimised emails, and 100% of them were fully responsive.
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Visual Content
Of the companies that sent any type of email, 94% sent HTML content within their emails.
Half of the companies used more than five visuals in their newsletters, with 94% devoting
Visuals are perceived and processed faster by the human brain; therefore, most prefer to consume content that is visual at its core. Be sure to make your emails visually appealing, and use interactive visuals such as videos, GIF images, etc. to make your emails even more engaging.
over 50% of the content to visuals, not text. However, none of the companies used any video content.
3%
94%
0%
19%
42%
39%
Used a specific visual for the newletter (version, edition, newletter name, etc.)
Over 50% of content is devoted to visuals, not text
Used video content in their newsletters
Small: <200 pixels width & height
Medium: around 200-400 pixels width & height
Large: >400 pixels width & height
% o
f co
mp
an
ies
Were the visuals on the newsletter small, medium or large?
The majority of the companies used between 11 to 29 visuals in their email, with 5% using only 3-6 visuals. 39% of companies used visuals larger than 400 pixels.
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3 Internet Retailer, “2015 Mobile 500 Guide”. https://www.internetretailer.com/shop/2015-mobile-500-guide.html
From the Top 50 Denmark ecommerce companies that have iOS apps, only 10% sent #PushNotifications 10% CLICK TO
TWEET THIS
Mobile Apps Findings
It is crucial to offer your customers a seamless, simple, and focused experience regardless of screen size. According to the 2015 Mobile 500 guide3, the 500 companies that adopted a mobile-centric approach when selling to customers showed an 80% increase in sales. 42% of all mobile sales by these leading merchants came from apps.
In our study, 42% of companies had an app (either Android/iOS or both). 90% of these companies had at least two apps.
Push notifications and in-app messages24% of iOS apps asked to send push notifications, but only 10% actually sent any push notifications during the course of our four-week study. Out of the apps that sent push notifications, all of them sent only one or
two messages during the course of the study, and none of them sent four messages – one per week.
Adding to that, none of them sent in-app messages and 10% had an inbox, which is like an email inbox only inside the app. In-app messages are a great way to communicate with the users that are currently active in the app, yet the majority of users stop being active, shortly after downloading the app. Therefore, it is important to re-engage customers with push notifications.
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Head of Customer Success Mobile at Mapp
“A strong engagement strategy takes into consideration all the possible conversion points. For example, putting a strong emphasis on getting users to sign up or turning users from non-active to active would have a great impact on your company’s ROI as non-active users are equivalent to users who have un-installed your app.”
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It is also important to know when to pop the push notification question. In iOS, users have to opt-in to receive push notifications. Ask them to do so at the right time. If you ask too
None of iOS apps triggered the message while users were active in the app, while only 14% did it immediately after the sign up. This is not the recommended practice, as users are more likely to opt-in after they have already received some value from the app. 86% triggered the message on the initial start. This is most likely because they knew many of the users would not open the app a second time and wanted
soon and they decline, there is no going back. In our study, we monitored when each of the apps prompted the system message trigger to allow push notifications.
to make sure they had permission to message them.
None of the apps asked a preliminary question before triggering the system message. That meant they did not know what the user’s response to the message would be and were taking the risk of losing them.
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86%
0%
14%
0%
0%
When is the system message triggered to allow push notifications
On initial start
After taking a tutorial
After signup
While using the app
They asked a preliminary question first
and then pop the system message
Asking for permission
Einat Dror Head of Customer Success Mobile at Mapp
“Asking a preliminary question while explaining the value of push notifications to your user before triggering the system message can increase opt-in rate by 300 percent or more.”
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Frequency of push notifications
Itay LevyManaging Director, Mobile Center of Excellence at Mapp
“We recommend that a message is sent out 24 hours after an item in the basket is abandoned. For more valued customers, a coupon or special offer can be sent out, but it is not advised to do this every time as the customer will come to expect it.”
The next important question that arises is how often should you be sending push notifications?
The quantity of messages you are sending out can either put you at the top or set you back a step.
Three quarters of companies did not send any messages during the study, but those who did sent 1-3 messages on average during the month of the study. Most of the messages were sent around noon. Most companies didn’t include a call to action in their messages and only 15% of them used action buttons.
It is interesting to see that none of the apps sent an abandoned cart message. For increased performance, it is best to align this practice across all channels.
Our study showed that 29% of Android apps sent 1-3 messages during the course of the study. The rest did not send any messages.
20%
15%
0%
40%
50%
20%
Messages included a call to action (such as shop now/click to shop/etc.)
Had action buttons in their app
Sent abandoned cart messages (after leaving the app with items in the
shopping cart)
Messages directed to a landing page
Included emojis in their push messages
Sent text-rich messages
% o
f th
e c
om
pan
ies
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Visual Content
50% of iOS apps included emojis in their push messages, and 20% of the apps used rich messages. Using visual content – either through rich content or emojis – increases the response rate of your push notifications.
When all is said and done, it is important to receive feedback from your customers. If you want feedback, you need to provide them with an easy option. Our study showed that only 35% of iOS apps offered the option for users to provide feedback, with 30% making this option available in the app itself, and 5% launching an in-app message asking for feedback.
Using #VisualContent through rich content or emojis increases the response rate of your #PushNotifications
CLICK TO TWEET THIS
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How many companies are active on each channel
Social Media FindingsFor ecommerce companies, it is very important to have active social media channels. Social media provides users with a direct brand communication channel in a “pull mode” – unlike an email or mobile message that is sent to them when the brand wants to engage, social media enables customers to go to the channel and interact with the brand on their own terms. Therefore, we expected to see that many of the ecommerce companies are active on more than one social media channel, and that they invest time and effort
When looking at the number of followers on the different social media channels, Facebook definitely has the highest hand with an average of over 55 thousand likes of the pages
to make these channels relevant and updated to meet customers’ needs and expectations.
Our study found that Facebook is the most widely used social media platform for the top Denmark ecommerce brands, with 81% of the companies being active. Google+ is not far behind with 73%, and next is Instagram with 65%. Surprisingly, only 51% of the companies had a Twitter account, and only 31% had a Pinterest page. None of the companies were quick enough to start a Snapchat account.
in this study. Instagram was next in line with an average of 11,568 followers, and Twitter took only the third place.
Number of Followers
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3,02011,568 1,089 1,423
81%
57,060
51%
65%73%
31%55%
59%
8%
Frequency of posts per week
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Lily BrownProduct Manager, Social Media Marketing at Mapp
“Social channels come and go. It is important to keep track of where your audience is active and devote maximum efforts to the channels where you can engage with the largest amount of customers. When deciding
to open a new channel, encourage your followers from other channels to follow you on the new channel by offering exclusive content that will only be available on the new channel and by promoting it in the other ones.”
50% 40% 3% 8%
Company & products General issues
Type of content posted on Facebook
Growth in number of Facebook followers
Slow growth
Fast growth
When it comes to frequency of posting, companies posted an average 4.4 times per week on their Facebook page, 5.9 on their Twitter account, 3.9 times on Instagram,
and 1.9 times on Pinterest. When looking at the effect of this on the growth in followers, we found that companies who posted more general content enjoyed faster follower growth.
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4.4x3.9x
1.9x5.9x
On Twitter, all the companies had just one Twitter account. 40% of the companies posted seasonal or event specific content, and only 7% offered incentives to buy products online.
Surprisingly, on Instagram, only 17% of the companies posted seasonal or event specific content, and none offered incentives to buy online.
On Facebook, 63% of the companies posted seasonal or event specific content, and 28% offered incentives to buy products online.
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Lily Brown Product Manager, Social Media Marketing at Mapp
“Showing too many social media buttons on your website would not necessarily increase the number of people clicking on them. When people have too many choices, they often choose not to choose… So even if your brand is active
on many social media channels, choose only the three or four that are most important to you and feature them in a prominent location on your website.”
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Most companies have links to their social media platforms on their website. All the companies have a link to a Facebook page. Twitter is the second most common link, and Google+ is the third most common in links from the website. Most of the companies with links to social
media display them with large or prominent buttons. None of the companies have live social feed on their website. To encourage customers to follow the brand on social media, it is recommended to have prominent links from the website to the social media channels.
Links to social media channels on the website
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Social media channels on the companies’ website
59%
33%
27%
20%
16%
12%
6%
0%
Other
Cross-Channel Findings
To encourage customers to follow the brand on social media, it is recommended to have prominent links from the website, blog, newsletter, and mobile apps to the social media channels. Our study found that 59% of companies had links to social media platforms on their website, and in most cases, these are located at the homepage footer. Out of these companies, 59% had a link to their Facebook page, but only 16% had a link to Instagram. On average, companies included links to four social media platforms.
Out of the companies that sent newsletters during the study, 77% included links to their social accounts.
When it comes to mobile, 30% of iOS apps had social integrations in their app (share buttons, refer a friend, etc.).
Incentives to buy online and in-storeWith ecommerce, the ultimate goal is to drive sales, and one of the most effective ways to encourage customers to buy is by providing them with incentives – coupons, discounts, and gifts. For companies that have brick and mortar stores, it is recommended to also provide incentives that can be used when buying in-store.
Our study found that email was the strongest channel when it comes to offering incentives to buy online, with mobile lagging slightly behind. Facebook was the strongest when it comes to providing incentives to buy in-store. Surprisingly, not many companies leveraged email marketing as a channel to encourage customers to buy online or in-store.
Mobile
Social (Facebook)
Mobile
Social (Facebook)
% of companies that offered an incentive to buy online
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39%
0%
50%
14%
0%
28%
% of companies that offered an incentive to buy in-store*
*Out of the companies that have brick & mortar stores
Jeremy Wood Business Development Leader, Digital Messaging at Mapp Applications
“Coupons, discounts, and free-delivery are all nice incentives to buy, but exclusive bonus digital content offers a great way to differentiate products whilst rewarding and connecting with consumers in new ways.”
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For companies with mobile apps, it is important to offer customers the option to sign into their accounts on the app. This enables the company to sync the data from the app usage with the data they have on the customers from other channels and touch points. We found that 80% of iOS apps offered customers the option to sign into an account,
with 60% making this an optional step in order to avoid losing customers that are not interested in signing in.
It is also recommended to offer customers the option to sign in using their social media profiles. Unfortunately, in our study only 12% offered social sign in.
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Individualised Marketing Findings
How Close Are We to Achieve Individualised Marketing Today?
Individualised Marketing is defined as the ability to build experiences with an individual on her channel of choice in a consistent, dynamic, and engaging way. With customers’ heightened expectations that brands respond in real-time, Individualised Marketing is becoming increasingly important.
Are delivering individualised experiences for all customers
Are delivering individualised experiences for the majority of customers most of the time
Are achieving the greatest success with Individualised Marketing in customer
retention and brand recognition
Cite Individualised Marketing as a high or very high priority
In a joint study with Forbes Insights4, it was revealed that 72% of the marketing leaders surveyed were achieving success with Individualised Marketing efforts.
Source: Mass Personalisation Out, Individualised Marketing In, research with Forbes Insights. http://socl.io/G4T
Jeremy Wood Business Development Leader, Digital Messaging at Mapp Applications
“Individualisation is our holy grail of hyper-personalisation.Each consumer is receiving a message that is completely tailored to them. Right offer, right time, right location, right channel, right price, right context... This kind of communication feels less like marketing and more like a service. ‘Hey, thanks for the reminder... that’s just what I need.”
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49%43%72%79%
4 Forbes study
74%
23%
Not personalised
Some (at least one) was personalised)
Newsletter personalisation by name
Individualisation Across Email, Mobile Apps, and Social Media48% of companies requested the customer’s name when subscribing to their newsletter, with 32% asking for additional attributes such as gender or geographic location.
Yet only 3% of the companies that sent newsletters that were all personalised by name, and another 23% personalised some of them.
Only 6% of the companies had emails that consisted of personalised content and demographic information.
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Only 6% of top #ecommerce Danish brands personalised #email content using demographic information.
CLICK TO TWEET THIS
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33% of the companies used some level of personalisation on their website (name, demographic information, etc. of companies with web account option and/or newsletter sign-up option). 40% of companies with iOS apps that had personalised content in their app - more than most of other European countries. None of these companies personalised their push notifications.
When reaching out to the companies support department by email, 95% personalised the response email. When reaching out for support via Facebook, 97% personalised the response.
When we talk about Individualised Marketing, it is important to keep in mind that it isn’t enough to request information, you should follow through and utilise this information for the benefit of your customers. For instance with birthdays, our study found that only 14% of the companies requested a date of birth at any time however, 71% actually sent a birthday offer or email. On mobile, none of the iOS apps sent a birthday notification.
Itay Levy Managing Director, Mobile Center of Excellence at Mapp
“Don’t ask for permission or information if you don’t plan on using it. Carefully consider what you want to ask. Don’t forget that we are asked for something, we expect something in return.”
A great way for companies to individualise customer communications, is by asking the customers for their preferences. Let your customers tell you what content they’d like to receive, in what frequency, and through which channel, and then follow through with relevant, individualised content.
Surprisingly, only 14% of the companies in the study had a preference centre on their website and 10% of iOS apps offered a push preference
centre. 5% of the companies with account sign up options requested preferences as part of the account set-up.
With mobile, one of the critical steps for Individualised Marketing is knowing the customer’s location. This is especially important for companies with brick and mortar stores. 40% of iOS apps asked for access to the customer’s location.
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Reach out for a 1:1 consultation to learn how we can help
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ConclusionIn an era of Individualised Marketing and our current digital landscape, marketers are left with a very complex marketing environment. As consumers are engaging with the brand via multiple digital channels, it is important to have a consistent strategy across all the channels, as well as to use the data from all the channels combined in order to create a holistic view of the customer.
Jasmin Altenhofen Director, Strategic Consulting Services International at Mapp Applications
“Digital disruptors have raised the bar high in terms of providing seamless experiences and many industries today are confronted with a huge pressure in fulfilling these expectations.”
Our study shows that brands are investing efforts to engage their customers across email, mobile apps, and social media. However, despite the efforts, their intentions are not always carried through to the end, and some crucial opportunities are being missed altogether.
In order to create meaningful, long-term customer relationships marketers need to have the right strategy, technology and processes in place.
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Start establishing a lasting relationship with your customers and improve your marketing results. Reach out for a 1:1 consultation.
About MappMapp is purposefully designed to meet your most demanding digital marketing needs; engaging with your customers on a truly personal level. We build on the experience, knowledge and expertise of seven of the most reputable marketing technology companies in the business, including Teradata Marketing Applications and Blue Hornet.
Our Solutions:
• Digital Marketing Center – a customer engagement platform that enables you to leverage all your data sources to understand your customers behavior like never before. Orchestrate customer engagement over email, mobile, social and web marketing with
one simple dashboard and set of services to take you the extra mile.
• Data Management Platform - Consolidate customer data from every channel and target your audience accurately. With deep customer insights and analytics, easily turn prospects into new customers.
• Digital Marketing Services – Let us do the hard work. Together, we can define a customer engagement or lead generation strategy that meets your business needs and objectives. Our industry experts will then design, plan, execute and optimise campaigns across one or several channels to meet your KPIs.
Nicolas Mohr Director, Product Marketing & Strategy at Mapp
“One of the essential benefits of integrating the various digital channels is that they can complement each other. One example: A customer received an email with an interesting offer and heads to a dedicated landing page. However, the customer does not complete the
buying process and leaves the item in the shopping cart. Instead of an email reminder, the customer receives a mobile push – which not only triggers the purchase but also lets the customer praise the experience on Social Media. All of these digital interactions can be planned, coordinated, executed and monitored through solutions like our Digital Marketing Center.”
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Our customers:
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5 https://www.fdih.dk/nyheder/2015/okt/kundeoplevelsen-i-top-hos-de-storste-netbutikker http://www.recordere.dk/2015/04/danmarks-mest-populaere-web-butikker-2015/
Appendix: Study Methodology
The top 50 leading ecommerce companies in Denmark were identified from FDIH and Recordere.dk5, and their digital marketing activity was analysed via three channels: email, mobile apps, and social media over a four-week period.
• For email, an analyst signed up for an email and analysed its data. After registering his details, he then analysed the characteristics of the newsletter and website according to known best practices. The analyst also tracked and reviewed all the incoming emails and newsletters that arrived following his registration.
• For mobile apps, the study was set up on an iOS mobile platform. The analyst mapped the available apps, installed them, and signed in (even if optional) to analyse their characteristics. Data from the apps and from messages received was logged and analysed.
• For social media, the analyst studied the social activity of the companies, noting their participation on the various platforms. He analysed their volume of activity, the kinds of content being presented, levels of user response, and whether there was any seasonal theming.
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Mapp Digital, Lyngbyvej 28,3, 2100, København Ø, Danmark
The Mapp logo is a registered trademarks of Mapp Corporation and/or its affiliates in the U.S. and worldwide. Mapp continually improves products as new technologies and components become available. Mapp, therefore, reserves the right to change specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Mapp representative or mapp.com for more information.
Copyright © 2016 by Mapp Corporation All Rights Reserved. Produced in UK10.1
6
Mapp is built on the experience, knowledge and expertise of seven of the most reputable marketing technology companies in the business, including Teradata Marketing Applications and BlueHornet.
