2015 consumer views of email marketing, part 2: how email influences purchasing & social in...

1CONSUMER VIEWS OF EMAIL MARKETING 2015

PART 2Email’s Influence on Purchasing & Social in Email


WELCOME & INTROS

Chris Frasier

Sr. Director, Client Success, BlueHornet

Melissa Shaw

Partner, Strategy, Shaw + Scott


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).


Email Influence on Purchase Behavior


Do marketing/advertising emails influence your purchase decisions?

How often do you buy products & services from marketing/advertising emails?


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.


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


What type of offer do you prefer in marketing/ advertising emails?

2015



• 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


Besides discounts & free shipping, what else would compel you to sign up for marketing/ advertising emails?


MONTHLY POINTS ACCOUNT SUMMARY

WELCOME

Columbia Sportswear Greater Rewards Program

11

POINTS ACCRUAL REMINDERSAT POINTS THRESHOLD


Columbia Loyalty Performance Compared to Promotional


ALMOST TO TIER PROGRAM

MILEAGE PLAN STATEMENT

Alaska AirlinesLoyaltyProgram

WELCOMETO TIER


Early Access

FOR BEST CUSTOMERS SUBJECT LINE: YOU’RE INVITED

FOR APP USERSSUBJECT LINE: 10 PERFECT GIFTS –WE’VE DONE THE WORK FOR YOU



• 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


Are you more likely to buy from companies that include information about their social responsibility/charity efforts?

Which practices are most important to you?


Social Responsibility

SUBJECT LINE: GIVING BACK 21ST CENTURY STYLE


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


Smart Social Complements


How likely are you to follow a company on your social networks?


Why do you follow companies on social channels?


Smart Social

SUBJECT LINE: #1 DAD


Smart Social

SUBJECT LINE:WE’VE GOT BIG NEWS

SUBJECT LINE:FAVORITE DRESS + OUTFIT INSPIRATION OVERLOAD!


Not-So-Smart SocialSUBJECT LINE: KNOW WHAT

YOU’ VE BEEN MISSING?

SUBJECT LINE: WELCOME BACK FROM TAMPA! SPECIAL OFFER INSIDE


How likely are you to share messages from marketing/advertising emails on your social networks?


Share-worthy content


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


CONCLUSIONS & KEY TAKEAWAYS SEPARATOR


CONCLUSIONS/KEY TAKEAWAYS - PURCHASING

• Email drives increased purchases and spend

• Measure it

• Demonstrate email channel contribution to revenue

• Demonstrate increased email channel ROI


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


Q&A

2015 consumer views of email marketing, part 2: how email influences purchasing & social in...

Marketing