The document summarizes key findings from a study on consumer email preferences and behaviors. It discusses how consumers spend varying amounts of time on email depending on whether at home or at work. It also notes that over half of consumers have more than one email address and receive emails from multiple brands each week. The document highlights that consumers are more likely to engage with emails they find interesting and relevant, and that fear is a major trigger for marking emails as spam. Mobile access to email is also increasingly common.

1. What consumers really want
from their emails
41 Portland Place
Thursday 25 October 2012
#dmaemail
Sponsored By Insight Partner

2. What consumers really want from their emails
41 Portland Place
Thursday 25 October 2012
8.30 Registration and breakfast
9.00 Welcome
Fiona Robson, Managing Director, Rocketseed
9.15 Research findings
Paul Seabrook, Director and Co-Founder, fast.MAP
Sponsored By
9.45 Turning insights from the email tracking study into results
Dela Quist, Chief Executive Officer, Alchemy Worx
10.15 Building trust with email
Zara Timms, Data Marketing Manager, Aviva
Insight Partner 10.45 Panel discussion
Paul Seabrook, Director and Co-Founder, fast.MAP
Dela Quist, Chief Executive Officer, Alchemy Worx
Zara Timms, Data Marketing Manager, Aviva
11.15 Closing comments
Fiona Robson, Managing Director, Rocketseed

3. Welcome
Sponsored By
Fiona Robson, Managing
Insight Partner
Director, Rocketseed

4. Research Findings
Sponsored By
Paul Seabrook, Director and Co-
Insight Partner
Founder, fast.MAP

5. Email Tracking Study Wave
4
Paul Seabrook
October 2012

6. Email Marketing. Ticks a lot of boxes….
Visibility of what happens
Easier to test
Media rich environment
Right person, time, message
Update campaigns in real-time
Mass market
Reach people at home, at work, on holiday, in
bed, travelling, when shopping….

7. But, how representative are you?

8. This study
Brings 1,043 consumers into this room
Online self-completion study from fast.MAP’s
Consumer Voice panel
Wave 4 of this tracker
Other trackers include Data, Financial Services and
more planned
Designed by DMA / Councils / Sponsors. Some
questions across all waves. Some new for this wave
Recalibrate, inform, inspire, give direction, practical
advice and confidence

9. Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT WORK?

10. Over half of the population don’t spend
anytime on email at work

11. Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT HOME?

12. Over a third spend more than 2 hours a day
on email at home. Highest figure since
2010
34

13. The timing challenge
Lower checking has implications for quick expiry deals
Multiple devices means different levels of engagement
but silence is not necessarily rejection
Trying to second guess when consumers might be
online maybe forlorn. And one size doesn’t fit all
Not just time of day but day of week, day of month or
lifestyle triggers
Triggers: seasonality, weather, order confirmations,
review requests, browsing activity on the website

14. Q: HOW MANY EMAIL ADDRESSES DO YOU HAVE? PLEASE
THINK ABOUT WORK AND PERSONAL

15. Don’t just get an email address. Aim for
the right email address
“I tend to have at
least one to give to
companies /
websites that
demand one, but I
don’t want to share
my main one” =
50% of consumers

16. How to get to that main email address
Highlight the value and benefits
Testimonials
Samples of past emails
Clear sign up process
Easy opt-out process
Privacy statements
Member associations
Security Certificates
Build Trust and Keep it

17. Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UP
TO RECEIVE EMAILS FROM

18. The competitive inbox landscape

19. The competitive inbox landscape

20. Q: HOW MANY EMAILS DO YOU RECEIVE IN YOUR INBOX ON
AVERAGE EACH WEEK FROM BRANDS YOU TRUST?

21. Around 40% get less than 3 a day
2.5 emails per week
DMA National email benchmark report 2011

22. A simple increase in emailing frequency remains
a strong option worthy of testing for many
senders
Use customer data better to match content and offer.
One-off "high-value" emails, like a heavily-reduced last-
minute offer.
Emails that deliver information, benefits or service without
overtly demanding anything in return.
Introduce promotional messages to existing, non-promotional
email, such as cross-sell sidebar offers in order confirmations.
Link frequency increases with appropriate seasonal demand
(as retailers do during the Christmas shopping season).
Segment out the “best” or “most active” customers: if
someone clicks on every email, they’ll likely welcome more.
Allow people to opt-in to another email stream or more
emails, so they can self-select for a higher frequency.
Introduce trigger emails in addition to more broadcast email,
where content is closely aligned to a customer action (like a
post-purchase follow-up requesting a product review) or data
point (like a birthday message).

23. Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETING
EMAILS IN YOUR INBOX?

24. Don’t judge a campaign after 48 hours…

25. WHAT SUBSCRIBERS WANT
Q: WHAT FACTORS CAUSE YOU TO SIGN UP TO A
BRANDS’S EMAILS?

26. Yes it’s about saving money, but not exclusively

27. Seize the moment
Integrate opt-in forms into existing interaction points.
…within the online checkout process.
…in popovers that are activated when website visitors
have viewed a certain number of pages or spent a
certain amount of time on the site.
…above the fold on web pages, but also at the end of
articles, videos, slideshows, quizzes or other points of
strong visitor engagement.

28. Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKE
RECEIVING THE BEST?

29. Free delivery? Not a big deal

30. Q: WHAT PERCENTAGE OF THOSE THAT YOU RECEIVE DO
YOU CONSIDER INTERESTING OR RELEVANT TO YOU?

31. Interest and relevance has tripled in 2
years
But… A quarter say no more than 1 in 10 brand emails are interesting or relevant

32. Q: WHEN YOU RECEIVE AN INTERESTING EMAIL, PLEASE
SELECT UP TO THREE MOST LIKELY ACTIONS YOU WOULD
TAKE FROM THE LIST BELOW:

33. Don’t underestimate the true impact of
marketing emails

34. Q: WHAT IS MOST LIKELY TO PROMPT YOU TO MARK AN
EMAIL AS SPAM?

35. Fear is the key trigger for Spam. Frequency and
no recall of signing up have halved in 2 years

36. MOBILE EMAIL
Q: WHAT DEVICE DO YOU NORMALLY VIEW YOUR EMAILS
ON?

37. Don’t think about your own behaviour…

38. Clear evidence of inbox management via
mobile

39. SOCIAL NETWORKS
Q: WHICH OF THE FOLLOWING SOCIAL NETWORKS DO YOU
USE?

40. Over three quarters have some sort of
Social Network presence

41. Pass it on

42. Positive for email / social network
integration

43. Confidence and engagement is growing
with Social Network users

44. SUMMARY AND KEY OBSERVATIONS

45. Wave 4 Summary
Mind the GAP. We are very untypical in the way we
use and consume email
It’s a growth medium. People are spending more time
on email
One size does not fit all
Aim for the right email address, not just an email
address
Opportunity to trial increase in frequency
Multi-channel approach to viewing, opening, managing
and reacting to emails
Mix money saving offers with more engaging, less
demanding messages
Response isn’t just clicks and opens. Just under half of
response isn’t visible through normal measurement
Social Network behaviour is changing rapidly with
people wanting to help and contribute

46. Thank You

47. Turning insights from the
email tracking study into
Sponsored By
results
Insight Partner
Dela Quist, Chief Executive
Officer, Alchemy Worx

48. Dela Quist: CEO Alchemy Worx

58. Merkle View from the inbox 2011

67. Database Size
Email should be the
Order of Importance
Send Frequency
primary means by which
someone you already Subject Lines
know, visits your site or
interacts with your brand Offer & Creative
online.
Data
Segmentation

72. alchemyworx.com/delaquist-ebook
dela@alchemyworx.com
@delaquist
uk.linkedin.com/in/delaquist
www www.alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx

73. Building trust with email
Sponsored By
Zara Timms, Data Marketing
Insight Partner
Manager, Aviva

74. “BUILDING TRUST WITH EMAIL”
AVIVA UK DIRECT INSURANCE
EMAIL STRATEGY
Zara Timms
Data Marketing Manager - Aviva UK Direct Insurance
zara.e.timms@aviva.co.uk
Zara Timms

75. The Email Agency Effect
“Internal resources are the biggest barrier to success: most businesses have less than one staff
hour a day allocated to email marketing. Skills are not necessarily a major constraint, with 70%
of marketers at least familiar with the essentials of the marketing discipline.”
Source: DMA National Client Survey 2012

76. About me

77. The numbers
4 million targeted emails
sent monthly
% of Online % %
49 monthly prospect Car Total Quotes Sales
campaigns
Jan 10 1% 1.4%
30 monthly customer Jan 11 2.9% 2.9%
campaigns
Jan 12 7% 6.7%
20 pre-purchase trigger
emails
27 post-purchase trigger
emails

78. Goals of the Aviva email
programme
Shortlist Converting
1.
PROSPECT STRATEGY (OFF REN) 2.
PROSPECT STRATEGY (ON REN)
Active evaluation
Creating top of mind consideration Information gathering/shopping Drive offer awareness and generate quotes
Initial Initial of
Moment
consideration consideratio
purchase
set n set
Trigger
Post purchase experience Loyalty
Pre-disposition On going exposure
4. RENEWAL STRATEGY
3. IN LIFE STRATEGY
Guiding the customer through Renewal Build advocacy through engagement

79. Building trust / getting into the customers inner
circle;
CustomerOn-boarding & engagement – ‘Loyalty loop’
comms RAF In-Life
Post
purchase
Cross Sell emails –
Monthly on/off renewal
E-zine – Aviva Deals
Bi- email - 1/4ly
In Life monthly
Renew System docs
Renewal Loyalty initiatives –
invite inserts leveraging sponsorship
assets

80. Building trust / getting into the customers inner
circle;
Non customer comms Survey email Off Renewal
Quotes & +7 days reminder
Acquisition email
Increased
Frequency
Testing off-ren
Retargeting
quote drop
field drop Newsletter
outs? TBC
Quote Quote
Reminder
enquiry +14 days. Off Renewal
TBC Acquisition
email
Acquisition on-renewal targeted Off Renewal
Acquisition
email
Newslette
Winback & r
Enquirer on-ren
Newslette
r
Surve
y

81. Data quality & volume
Cleansed Oct 10 vs Aug 64% more
data; 12; quotes with
duplicate
Del rate up 11% the same
records
volume of
reduced from Opens up 15% data and
25% down to
CTR up 18% spend.
2%
10 vs 11 database uplift – 95%
10 vs 11 database uplift – 95%
11 vs 12 database uplift – 44%
11 vs 12 database uplift – 44%

82. Frequency? How much is too much?
Source; MarketLive 2011 Consumer Shopping Survey

83. A case for increased frequency -
Email as part of the overall online response
Upstream traffic from email services (% of site traffic driven from email sources)
Source: Hitwise upstream and down stream traffic from email services

84. A case for increased frequency -
Email as part of the overall online response
Downstream traffic from email services (% of all email sources vs. industry)
Source: Hitwise upstream and down stream traffic from email services

85. Email Cycle- Increasing Frequency
Acquisition email (+2 Remails) month before
renewal
12 months in the
life of a non-
purchase
customer
12 months in the
life of a customer

86. A case for increased frequency – Open
reach
Additional mailings sent
Source: Alchemy Worx

87. Building trust / getting into the customers inner circle;
Post Purchase Opt In Trigger
Welcome messages typically achieve four times the opens, five
times the CTR and over eight times the revenue per email of
promotional emails.
Source: 14 Experian CheetahMail (2010) The Welcome Email Report

88. Mobile Optimisation
Android (using)
iPhone
Aviva.co.uk mobile Jan vs.
visits up Sept 2012
Mobile/tablet total 88%
% tablet 113%
% phone 65%
43% of mobile email users check
email four or more times per
day, compared to 29% of those
who do not use mobile email.
Merkle “View From the Digital Inbox
2011″ (2011)

89. Attribution; What is the true impact of
email?

90. Questions?

91. Panel discussion
- Paul Seabrook, Director and Co-
Sponsored By
Founder, fast.MAP
- Dela Quist, Chief Executive Officer,
Alchemy Worx
Insight Partner
- Zara Timms, Data Marketing
Manager, Aviva

92. Closing Comments
Sponsored By
Fiona Robson, Managing
Insight Partner
Director, Rocketseed

93. Sponsored By
Thank you
Insight Partner