Email marketing research
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The document outlines research conducted in August 2010 on consumer attitudes towards email marketing, identifying key preferences and behaviors. Findings reveal that consumers are more likely to open emails with subject lines offering promotions, use email predominantly for personal communication, and appreciate straightforward, visually appealing formats. A significant portion of respondents expressed interest in brands they were previously unaware of due to email marketing, indicating its importance as a communication tool.
Email marketing research
- 1. Email Marketing ResearchAUGUST 2010
- 2. AgendaResearch ObjectivesMethodologyExecutive Summary - Qualitative & QuantitativeQuantitative ResearchSummary
- 4. 1. Research ObjectivesUnderstand attitudes and consumer reaction to email marketing
- 5. Establish preferred communication and/or barriers to marketing methods
- 6. Determine importance of email marketing to consumer
- 7. Ascertain consumer email behaviour
- 8. Identify preferred style/tone of email marketing
- 9. Explore attitudes to advertising on social media sites2. Methodology
- 11. iCD Research Qualitative omnibus Omnichat
- 12. 12 respondents recruited (min 6 participate) from iCD Qualitative Panel Qualitative Opinions (spread age, gender, region)
- 13. Group 1 Email marketing (19th May) n = 9
- 14. Group 2 Social Media (9th June) n = 11
- 16. iCD Research Quantitative Omnibus
- 17. Nat Rep sample (age, gender, region) n=1000
- 18. Fieldwork 2nd 5th July 20103. Qualitative Executive SummaryMultiple accounts, personal and work.Checking of email varies by account typeHigh incidence of social media usageMore active social media users on TwitterMany have pop up blockers and ignore banner advertsConsumers like the control they have with email. More likely to be targeted at individualsSee ads as not always relevant to them. But dont like personalised ads either invasion of privacySeen as mostly irrelevant to consumersWill use if relevant butUsagePerceptions of marketing toolIf the subject is of interest, consumers will open email. Email not always a bad thing, but opt in is sometimes unclearSometimes engage with marketing subject key. A personal response to complaints would be welcomed.lack of trust with banners and pop ups security a key concernAttitudes and engagement
- 19. 3. Quantitative Executive SummaryMore likely to open email if subject line contained an offer/incentive and/or promised money offNot surprisingly with internet penetration near saturation point in the UK - 83% (and research sample), e-mail communication is seen to be important as a personal communication toolMajority of people that have a personal account use email everyday, furthermore 7 in 10 people who have a work email account use it everyday for personal reasonsEmail is predominately used for communicating with friends and family; followed by 3 in 5 people using email to receive information/offers from my favourite brandsA third of people have become interested in a brand/product (not previously aware of) as a result of an emailReceiving offers and loyalty to the brand are the key drivers to registering to brand marketing emailsMostly short text with click through and some images is the preferred format to receive email marketingHowever, the majority of people have deleted emails from brands without opening themIrrelevant subject lines and non subscription to brand are the main reasons emails are deleted without being read
- 21. Nearly two thirds are using e-mail to receive information/offers from favourite brandsImportance of emailCommunication ToolNot all importantVery importantBase: All those with an e-mail account n=964Email UsageWork /Personal AccountPersonal EmailWork vs. Personal AccountSource: IAB/iCD Research, July 2010
- 22. Subject lines outlining an offer or money off are most likely to be openedCommunicationBrand subject lines more or less likely to persuade consumer to open emailMean Score3.863.853.773.343.353.102.48Source: IAB/iCD Research, July 2010
- 23. Of those who deleted emails without opening them, irrelevant subject lines and not subscribing to a brand were the main reasonsDelete emails from brands without opening them ...Yes - 87%Note: There are no significant differences among different demographics (age / gender)Why do emails get deleted with out being openedBase - those who have deleted e-mailsMean Score4.314.214.074.093.50Source: IAB/iCD Research, July 2010
- 24. A third had become interested in a brand they were not previously aware of as a result of e-mailLike hearing from brands because...Interest in brand as result of emailBrands not aware of previous to email....Base: All mentioned one or more brands they like hearing from via e-mail n=382Base: All those with an e-mail account n=964Source: IAB/iCD Research, July 2010
- 25. Industry/Brand MarketingExpect to receive email marketing from...Industries/BrandsBrand Email MarketingBrands like to hear from via email....Insert WordleSource: iCD Research Weekly Quantitative OmnibusImages created by the Wordle.net web application
- 26. Creative Preference Mean: 1.89% Rank 1st: 39%Mean: 2.33% Rank 1st: 31%Mean: 2.35% Rank 1st: 20%Mean: 3.42% Rank 1st: 10%Mostly images / minimal text / click through optionsMore eye catching and easy to find what is relevant to meClearer messageDont really have time to read large bodies of textA picture is worth a thousand wordsText OnlyGives all the detail I need to knowI want facts not picturesIllustrations take too much of my PC space and bandwidthLess likely to contain a virusMostly short text / click through / some imagesMore attention grabbingIt is more attractive to the eyeEasier to understand and navigateGets straight to the point and gives you the option to find out more if you wantMostly Text / Some ImageryI like a quick indication of whats on offer with more detailed text to back it upEasy to read, doesnt takes ages to downloadImagery makes it more colourful & appealing, but having mostly text helps get to the point quickerSource: IAB/iCD Research, July 2010
- 27. 5. Summary60% respondents used e-mail to receive information from their favourite brands
- 28. Consumers are drawn to email offering promotions or money off with 66% stating that they like to hear from brand because they have good offers
- 29. Subject lines showing an offer or incentive, or money off were also the most likely to persuade consumers to open the e-mail, 70% and 69% respectively
- 30. Over half (52%) liked to receive e-mails from products and services that they already pay for
- 31. 33% had become interested in a brand not previously aware of as a result of receiving an e-mail
- 32. Consumers prefer to receive e-mails that are straight forward, easy to understand and combined images, short text and click throughPLEASE CONTACT SORCHA FOR MORE INFORMATIONSORCHA@IABUK.NET
- 33. Email Marketing ResearchAUGUST 2010