For the fourth consecutive year, BlueHornet has surveyed consumers across the United States to better understand their behavior about email marketing. This year, over 1,800 consumers reveal they are increasingly digitally connected, savvy, and have high expectations of email marketing. Take a deep dive into the data from the report and learn what your customers are saying, and doing, about marketing emails.

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CONSUMER VIEWS OF EMAIL MARKETING 2015
PART 2
Email’s Influence on Purchasing & Social in Email

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CONSUMER VIEWS OF EMAIL MARKETING 2015
WELCOME
& INTROS
Chris Frasier
Sr. Director, Client 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 survey questionnaire 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. Seventy percent had a household income
over $35,000 and participants were evenly distributed by gender
and geographic region (East, Midwest, and Western regions of
the United States).

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Email Influence on Purchase
Behavior

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Do marketing/advertising
emails influence your
purchase decisions?
How often do you buy
products & services from
marketing/advertising
emails?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
In which of these ways do marketing/advertising
emails influence your purchase decisions?
63% of women versus
55% men say email plays
a role in their purchase
decisions.

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Measure revenue contribution of email channel
• Benchmark revenue by campaign type
• Consider hold out groups to track the influence of
your email marketing campaigns
• Translate email-speak into financial impact
statements that are meaningful to your executive
and c-level leaders

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CONSUMER VIEWS OF EMAIL MARKETING 2015
What type of offer do you prefer
in marketing/ advertising emails?
2015

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Leverage free shipping seasonally if you can justify
the ROI
• Understand segment demographics and test offer
combinations amongst segments
• Make offer redemption seamless for all channels:
• Embed offer codes in URLs
• Be clear about thresholds
• Remind customers during the shopping
experience how much more they need to spend
• Keep offer reminders and important entry codes
viewable during mobile checkout

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Besides discounts &
free shipping, what else
would compel you to
sign up for marketing/
advertising emails?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
MONTHLY POINTS
ACCOUNT SUMMARY
WELCOME
Columbia
Sportswear
Greater Rewards
Program
11
POINTS ACCRUAL REMINDERS
AT POINTS THRESHOLD

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Columbia Loyalty
Performance Compared
to Promotional

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ALMOST TO TIER PROGRAM
MILEAGE PLAN STATEMENT
Alaska Airlines
Loyalty
Program
WELCOME
TO TIER

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Early Access
FOR BEST CUSTOMERS
SUBJECT LINE: YOU’RE
INVITED
FOR APP USERS
SUBJECT LINE: 10 PERFECT GIFTS –
WE’VE DONE THE WORK FOR YOU

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• 64% of respondents will sign up for an email to
join a loyalty program
• Put one in place if you can
• Focus on the benefits consumers will receive
• Points
• Discounts
• Other monetary perks

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Are you more likely to buy
from companies that include
information about their social
responsibility/charity efforts?
Which practices are most
important to you?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Social Responsibility
SUBJECT LINE: GIVING BACK
21ST CENTURY STYLE

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS
& HOT TIPS
• Include social responsibly in email campaigns if it
supports your corporate mission or brand promise
• Don’t expect a noticeable impact on conversion
• Consumers will spot insincerity

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Smart Social
Complements

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CONSUMER VIEWS OF EMAIL MARKETING 2015
How likely are you to follow a
company on your social networks?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Why do you follow companies
on social channels?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Smart Social
SUBJECT LINE: #1 DAD

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Smart Social
SUBJECT LINE:
WE’VE GOT BIG NEWS
SUBJECT LINE:
FAVORITE DRESS +
OUTFIT INSPIRATION
OVERLOAD!

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Not-So-Smart Social SUBJECT LINE: KNOW WHAT
YOU’ VE BEEN MISSING?
SUBJECT LINE: WELCOME BACK
FROM TAMPA! SPECIAL OFFER
INSIDE

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CONSUMER VIEWS OF EMAIL MARKETING 2015
How likely are you to share messages
from marketing/advertising emails on
your social networks?

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Share-worthy content

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Share-worthy content

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CONSUMER VIEWS OF EMAIL MARKETING 2015
ACTION ITEMS • Mine social sites for content
• Use your customers’ best – videos, songs, blog
excerpts, etc.
• Include social content in an email with a CTA
to “Pin it” or Tweet
• Protect your valuable real estate
• Don’t use your subscribers – they’re smarter
than that

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CONSUMER VIEWS OF EMAIL MARKETING 2015
CONCLUSIONS & KEY
TAKEAWAYS SEPARATOR

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CONSUMER VIEWS OF EMAIL MARKETING 2015
CONCLUSIONS/KEY
TAKEAWAYS - PURCHASING
• Email drives increased purchases and spend
• Measure it
• Demonstrate email channel contribution to revenue
• Demonstrate increased email channel ROI

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CONSUMER VIEWS OF EMAIL MARKETING 2015
CONCLUSIONS/KEY
TAKEAWAYS - SOCIAL
• Develop a coordinated cross-channel strategy
• Mine your social sites for email content
• Include a CTA that drives to the appropriate
social site
• Reserve prime real estate for marketing
messages, driving conversion
• Limit sharing CTAs to truly share-worthy content

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CONSUMER VIEWS OF EMAIL MARKETING 2015
Q&A

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CONSUMER VIEWS OF EMAIL MARKETING 2015