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CONSUMER VIEWS OF EMAIL MARKETING 2015
2015 Consumer Views of Email Marketing
Part 1: Usage Patterns & Mobile Email
PART 1
Email Usage Patterns & Mobile Email

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CONSUMER VIEWS OF EMAIL MARKETING 2015
WELCOME
& INTROS
Chris Frasier
Sr. Director, Customer Success, BlueHornet
Melissa Shaw
Partner, Strategy, Shaw + Scott

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CONSUMER VIEWS OF EMAIL MARKETING 2015
STUDY
METHODOLOGY
& DEMOGRAPHICS
INFO
The Consumer Views of Email Marketing survey was
developed by BlueHornet and the research was fielded by
Flagship Research to a national panel of 1,815 consumers.
The survey panel was representative of the U.S. population
between the ages of 18 and 64.

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CONSUMER VIEWS OF EMAIL MARKETING 2015
EMAIL USAGE
PATTERNS

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CONSUMER VIEWS OF EMAIL MARKETING 2015
How many email
addresses do you
have?
Do you use a separate
email address for
marketing/advertising
emails?
Younger respondents (34 and
under) were much more likely
(40%) to use a separate email
address specifically for
marketing/advertising messages.

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CONSUMER VIEWS OF EMAIL MARKETING 2015
SUBJECT LINE
HOT TIPS
• Focus on interplay between subject lines and
pre-headers (don’t repeat exact copy, but tell a
cohesive story)
• Pique curiosity with a list
• Ask a question
• Tease popular product features or tips
• Create a sense of urgency when there’s a real deadline
or compelling reason to act now
• Test personalization (not just name)
• Test occasional use of symbols

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CONSUMER VIEWS OF EMAIL MARKETING 2015
How many times per
day do you check
email?
More than a third of respondents indicate they
check email continuously throughout the day.

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Day &
Time testing
• A|B test of 8:30am and 10:30am
Eastern sends
• 10:30am saw a 225% increase in
revenue over 8:30am

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Habits
Weekend Reading
Saturday is the best day of the week to send weekly
newsletters.
Morning or Evening?
6pm had a 21% higher open rate and 33% higher CTR
over 6am.
TakePart Subscriber Habits

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Nearly nonstop checking of email underscores the need
to design for optimal viewing on multiple devices and
screen sizes
• Time-of-day testing may be less of a priority as
continuous email checking becomes the norm
• Test to validate what your subscribers respond to –
it may change according to content type

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Which of the
following devices
do you own & use
to check email?
18 to 24 year olds

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Which of the following
devices do you use
most often to check
email?
18 to 24 year olds
All respondents

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Actual device
of open data
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
1 2 3 4 5 6 7 8 9 10 11 12
Desktop Open Rate Mobile Open Rate Tablet Open Rates
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
5 Tips for Mobile Email Design
• Adopt a template 300 to 500 pixels wide.
Except for iOS-users, subscribers may have to scroll
right to see all email content.
• Make buttons at least 44 x 44 pixels for easy
thumb-tapping
• Make sure text is legible on small screens
14 pixels for body fonts and 22 pixels for headline fonts
• Provide a prominent call-to-action (CTA)
above-the-fold. Tell the reader what action to take
in the first 300 pixels.
• Cut the clutter to get your campaign objective
across

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CONSUMER VIEWS OF EMAIL MARKETING 2015
How often do you
prefer to hear from
companies that send
you marketing/
advertising email?
24% prefer to hear from
marketers more often (several
times per week or even daily).

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Give them control over frequency

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Give them control
over content

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Determine optimal frequency and cadence for each
segment
• Employ tried-and-true frequency testing methods.
Track purchase and click behaviors and act on the
trends you see.
• Only send when you have something relevant to say

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CONSUMER VIEWS OF EMAIL MARKETING 2015
What information or
interactions do you
expect companies to
use to personalize
marketing/advertising
emails for you?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Post-purchase
personalization
20 DAYS POST SHIP
Only to customers who
purchased shoes but
no belt.
PURCHASE 45 DAYS POST SHIP
Only to customers who
purchased shoes.
350 DAYS POST SHIP
Only to customers who
purchased recraftable
shoes.

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CONSUMER VIEWS OF EMAIL MARKETING 2015
For her
For him
Personalization
by gender

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Explicit &
implicit
data for
personalization
BROWSE ABANDONMENT CART ABANDONMENT BIRTHDAY
123455555

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Oops…

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ACTION ITEMS
& HOT TIPS
• Be an active listener and act on the explicit and implicit
data you have now
• Aggregate and organize your data
• Use the most recent data you have
• Segment and personalize all campaigns – including
promotional messages
• Cleanse and update data regularly

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If you decide to unsubscribe, what, if
anything, can that company do to keep you?

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Opt-down
Receive Fewer Emails
We understand your inbox can fill up quickly. You can
choose to reduce the frequency of Allen Edmonds emails
you receive to one per week. We’ll carefully select which
messages you will receive.
REDUCE MY EMAILS

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Opt-down survey Insert Blindsgalore from REIB 2015

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Preference center

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Be proactive
Reactivation

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ACTION ITEMS &
HOT TIPS
• Limit unsubscribes by sending relevant content at the
right cadence
• Look for inactivity and reach out early, automatically
• Tailor email content to self-reported preferences and
online, even in store, behavior
• Always opt-down – by frequency and content type

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Mobile Matters

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How likely are you to complete a
purchase on your mobile phone or tablet?
53% of 18 – 24 year olds are likely to
purchase on a mobile phone or tablet

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Columbia Sportswear device
conversion comparison
DESKTOP MOBILE/TABLET
# OF PURCHASERS 19,847 11,397
CONVERSION RATE 3.45% 1.4%
REVENUE 50% +
AVERAGE ORDER VALUE 9% +

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CONSUMER VIEWS OF EMAIL MARKETING 2015
What prevents you from purchasing
on your mobile phone or tablet?

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Purchase workflow
flow
Eliminate extra
steps from email
to purchase
Email

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Consider the entire end-to-end experience
• Deliver a simple, safe experience from click-through
to conversion:
• Pass through discount codes whenever possible
• Make landing pages and check-out easy to see
and navigate
• Provide clear, detailed renderings of your products
• Reinforce that the transaction is secure

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Where do you prefer to purchase from
when using a mobile phone/tablet?

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Mobile app purchase
experience

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Scrolling rightHome Page
Email
Mobile website
purchase experience
on an iPhone 4s

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If you receive an email on your mobile phone/tablet
that does not display correctly, what do you do?
DOESN’T DISPLAY
CORRECTLY
UNSUBSCRIBE
DELETE IT IF IT DOESN’T
DISPLAY CORRECTLY

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Standard and mobile
email renderings

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Invest in a mobile-first approach
• Understand mobile design, devices, clients,
and providers
• Implement cutting-edge, forward-thinking code
• Establish a QA process
• Test and validate message rendering
• Incorporate KPI reporting by device type

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CONSUMER VIEWS OF EMAIL MARKETING 2015
KEY TAKEAWAYS ON
USAGE PATTERNS
• Consumers expect personalized content and
meaningful choices
• Collect actionable data, cleanse, and aggregate across
all systems
• Acknowledge consumer behavior
• Reward your best customers
• Mitigate inactivity early and automatically
• Always opt-down

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CONSUMER VIEWS OF EMAIL MARKETING 2015
KEY TAKEAWAYS
ON MOBILE
• Make sure all emails render properly and are actionable
on any device
• Mobile first at a minimum
• Responsive design if possible
• Ensure a seamless and friction-free experience

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Q&A

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Join us for Part 2: Email Influence on
Purchasing Behavior & Social in Email
August 27
10 a.m. Pacific/1 p.m. Eastern

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CONSUMER VIEWS OF EMAIL MARKETING 2015