Email tracking report 2014

Data protection 2013

Friday 8 February

#dmadata

Supported by

Email tracking report 2014Tuesday 4 November 2014@DMA_UK #dmaemail

Sponsored by

Welcome

David Reed, Editor, DataIQ

Sponsored by

Research

Emma-Jayne McEwan, Head of Media Channels, DMADavid Cole, Managing Director, fast.MAP

Sponsored by

EMAIL TRACKING REPORT 2014

David Colemanaging director

fast.MAP

Emma-Jayne McEwanhead of media channels

DMAInsight partner Sponsor

#dmaemail

Email tracking in numbers

879

2consumers

surveyed

data collected over 6

112 questions

asked

waves

600event

attendee

s

Insight

partner

Sponsor

406

0views/downloads

for email tracking

reports and

infographics

#dmaemail

5years

Insight partner Sponsor

Press coverage#dmaemail


Quiz#dmaemail

The gap between marketers and consumers can be huge…{CONSUMERS}

The gap between marketers and consumers can be huge…{CONSUMERS} {MARKETERS}


fast.MAP#dmaemail

• Online market research agency

• Work across all marketing communication sectors

• Marketers working in research –considerable client-side experience

• Have our own research panel

• Regularly featured in the UK marketing press

• Insight Partner to the DMA, IDM, IPM

{SHIFTING SAND}

“You must constantly change

and adapt to a new environment”

Jong-yong YunSamsung's chief executive

1996 - 2008


Tracking reports#dmaemail


#dmaemail


Today#dmaemail

• How research was done?• Intense media competition - email’s

performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications


Methodology#dmaemail

• 19 questions were submitted via an online self-completion questionnaire

• Response comes from fast.MAP’s Consumer Panel

• The survey was despatched Thursday 25th

September and stayed open until Thursday 2nd October

{1061 surveys}

{86 hours of surveys}


Quality control#dmaemail

image and answer randomisation acceptable survey completion time intelligent routing

closed panel by invitation only constant requalification of the panel limit frequency of interviewing


Tweeters…#dmaemail

#dmaemail

#dmaemail

#dmaemail


Today#dmaemail

• How research was done?• Intense media competition - email’s performance • Email’s stable – contact point • Different devices, different reactions• Profile matters increasingly• Why do people sign up? • How people respond?• The implications

Insight

partner

Sponsor

Preferred method of contact – existing relationship – 2014 #dmaemail

RESULTS PREVIEW Friday 7th November

2014/2015 – 10th annual edition – first launched in 2005



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Twitter

No Preference

Mobile Phone Call

SMS messaging

Social Media

Telephone

Would prefer not to be contacted at all

Direct Mail

Email

2011

2012

2013

2014

Source: Results preview, fast.MAP Marketing GAP Report 2014/2015



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Twitter

No Preference

Mobile Phone Call

SMS messaging

Social Media

Telephone


Direct Mail

Email

2011

2012

2013

2014




0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Twitter

No Preference

Mobile Phone Call

SMS messaging

Social Media

Telephone


Direct Mail

Email

2011

2012

2013

2014




3%

6%

3%

5%

4%

5%

17%

38%

56%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Twitter

No Preference

Mobile Phone Call

SMS messaging

Social Media

Telephone


Direct Mail

Email

2011

2012

2013

2014



2012 – 60% over one hour per day#dmaemail


#dmaemail

How much time do you spend on email at home?


35% spend over 2 hours a day on email and home. 33% spend less than an hour

#dmaemail

35%


Over half of people do not spend any time on their emails at work

#dmaemail


#dmaemail

Q1. How many minutes do consumers spend on email each day at home per day?


Email holds it own against other media #dmaemail

Average hours spent on email

per day


Today#dmaemail




How many email addresses do you have? #dmaemail

?

?

?

?

?


How many email addresses do you have? #dmaemail


There has been a rise in the number of people with more than three email addresses

#dmaemail

33% have 3+ emails in 2012



#dmaemail

33% have 3+ emails in 201235% have 3+ emails in 2013



#dmaemail

33% have 3+ emails in 201235% have 3+ emails in 2013

40% have 3+ emails in 20132014


#dmaemail

Q2. How many consumers retrieve relevant emails from their junk/spam folder once every week?


People see their email address as having a long life-span –81% keep for 5 years or more

#dmaemail

3%

1%

1%

5%

9%

81%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

0-3 months

4-7 months

8-11 months

1-2 years

3-4 years

5+ years

Typically for how long do you keep an email address active?

Sep-14


Why is data stability important ? #dmaemail

• ICO using 6 months as need to shelf life of permission

• DMA Customer acquisition barometer 2014 – consumers think 6 months is acceptable period

• If re-permissioning becomes law in 2016/7 digital marketers will have a record to communicate through


Today#dmaemail

• How research was done• Intense media competition - email’s

performance • Email’s stable – contact point • Different devices, different reactions?• Profile matters increasingly• Why do people sign up? • How people respond• The implications


Mobile phones are used for ‘e-mail triage’ – to read subject lines, browse and delete

#dmaemail


#dmaemail



#dmaemail



How are people’s habits changing on different devices to access email?

#dmaemail


#dmaemail



#dmaemail



#dmaemail



#dmaemail

Q3. On average, how many consumers delete

emails within a day of receiving them?


Today#dmaemail




#dmaemail

Age is a heavy factor in decision to purchase immediately on phone ( but still only 12% 18-24 will)


#dmaemail

25 – 54 year olds wait until on PC to purchase


#dmaemail

20 x more 65+ do not have a mobile phone compared to 18-24


#dmaemail

Q4. If consumers see something they want to

buy in an email on their smartphone, how many

will buy it straightaway from their smartphone?


#dmaemailMales are more likely to have multiple email addresses, females have one main account


#dmaemail

Females are more likely to use one email address


#dmaemail

Females are more likely to use one email address


#dmaemail

The Golden record

David Reed

“Understanding when the email address provided is the “golden record” could be one

of the most worthwhile data profiling exercises any digital marketer undertakes.”


Coming up…#dmaemail




#dmaemail

Figures are similar to 2012 in number of emails people are receiving from trusted brands


#dmaemail

Money-off discounts, liking the brand, being a regular customer, trust and free gifts incentivize


#dmaemail

Trust in the brand and a clear and concise data protection policy give consumers confidence


#dmaemailTrust in the brand and a clear and concise data protection policy give consumers confidence for handling their data

These two factors were considered the most important in

the 2012 Data Tracker

Which of the following options are most likely to convince you that a brand will handle your personal data responsibly?


#dmaemail

What influences consent ?


Coming up…#dmaemail




#dmaemail

People are most likely to click-through, save the email or bear in mind for a later date


#dmaemail

Increasingly phones used to read/open email


#dmaemail

Website click through down


#dmaemail

Q5. Which of the following email characteristic was least likely to engage consumers?


#dmaemail

Top #5 Highlights


#dmaemail

Top #5 Highlights

1. Email holds it own against other competitive media – 2 hours home, 1 hour at work 2014 . (Marketers are different!)

2. Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines

3. 1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes.

4. Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvt stats.

5. Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%


#dmaemail

Top #5 Highlights







#dmaemail

Top #5 Highlights







#dmaemail

Top #5 Highlights







#dmaemail

Top #5 Highlights







Today#dmaemail




#dmaemail

Implications

Attribution - Invest more resources to keep track of the fragmenting customer journey

Experience - Optimise consistent experience across multiple devices

Respect - Treat emails with respect – and email with permission is an increasingly valuable asset. Avoid rush for short term sales

Profile - Identify the golden record

Team sport - Email marketing is complex – work with experts


#dmaemail

Implications







#dmaemail

Implications







#dmaemail

Implications







#dmaemail

Implications







#dmaemail

Implications







#dmaemail

Find out more…

Full report & infographic:

Download from fast.MAP and DMA website

10th Marketing GAP:

10 Free seats for Friday’s fast.MAP Marketing GAP event!

To book email me at my 10 year and only email address: [email protected]

Gaining Consent – Thinking inside the box DMA

Tuesday, 18th November 2014

mailto:[email protected]

A year in email at the Guardian

Maya Bull, Head of CRM, Guardian News & Media

http://www.slideshare.net/SarahWright/a-year-in-email-maya-bull

Sponsored by

http://www.slideshare.net/SarahWright/a-year-in-email-maya-bull

Q&A

Adam Williams, Managing Director, DBS DataMatt Simons, Director, e-MagineBlueYashraj Jain, Senior Research Executive, DMAMaya Bull, Head of CRM, Guardian News & Media

Sponsored by

Closing comments

David Reed, Editor, DataIQ

Sponsored by

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