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The IAB – in partnership with its email council and iCD Research – asked a nationally representative sample of 1000 people their attitudes towards email marketing, levels of usage and preferred layout, to inform the email marketing strategies of UK brands. The results revealed that whilst email marketing is arguably the oldest form of digital communication it still resonates with consumers, with a third of people having become interested in a brand or product they weren’t previously aware of as a result of an email.
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Email Marketing ResearchAUGUST 2010
Agenda
1. Research Objectives
2. Methodology
3. Executive Summary - Qualitative & Quantitative
4. Quantitative Research
5. Summary
1. OBJECTIVES
1. Research Objectives
• Understand attitudes and consumer reaction to email marketing
• Establish preferred communication and/or barriers to marketing methods
• Determine importance of email marketing to consumer
• Ascertain consumer email behaviour
• Identify preferred style/tone of email marketing
• Explore attitudes to advertising on social media sites
2. METHODOLOGY
2. Methodology
• Qualitative Research
iCD Research Qualitative omnibus – Omnichat 12 respondents recruited (min 6 participate) from iCD
Qualitative Panel – Qualitative Opinions (spread age, gender, region)
Group 1 Email marketing (19th May) n = 9 Group 2 – Social Media (9th June) n = 11
• Quantitative Research iCD Research Quantitative Omnibus Nat Rep sample (age, gender, region) n=1000 Fieldwork 2nd – 5th July 2010
3. Qualitative Executive Summary
Multiple accounts, personal and
work.Checking of email varies by account
type
High incidence of social media
usageMore active social
media users on Twitter
Many have pop up blockers and
ignore banner adverts
Usage
Perceptions of marketing tool
Consumers like the control they
have with email. More likely to be
targeted at individuals
See ads as not always relevant to them. But don’t like personalised
ads either – invasion of
privacy
Seen as mostly irrelevant to consumers
Will use if relevant but…
If the subject is of interest,
consumers will open email. Email not always a bad
thing, but opt in is sometimes
unclear
Sometimes engage with marketing –
subject key. A personal response
to complaints would be welcomed
….lack of trust with banners and pop ups – security
a key concern
Attitudes and engagement
3. Quantitative Executive Summary
Not 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 tool
Majority 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 reasons
Email is predominately used for communicating with friends and family; followed by 3 in 5 people using email to receive information/offers from my favourite brands
A third of people have become interested in a brand/product (not previously aware of) as a result of an email
Receiving offers and loyalty to the brand are the key drivers to registering to brand marketing emails
Mostly short text with click through and some images is the preferred format to receive email marketing
However, the majority of people have deleted emails from brands without opening them…Irrelevant subject lines and non subscription to brand are the main reasons emails are deleted without being read
More likely to open email if subject line ‘contained an offer/incentive’ and/or ‘promised money off’
3. QUANTITATIVE RESEARCH
Importance of emailCommunication Tool
Not all important Very importantBase: All those with an e-mail account
n=964
Personal EmailWork vs. Personal Account
Email UsageWork /Personal Account
Nearly two thirds are using e-mail to receive information/offers from favourite brands
Source: IAB/iCD Research, July 2010
Subject lines outlining an offer or money off are most likely to be opened
3%
3%
3%
4%
5%
10%
28%
4%
5%
4%
10%
10%
14%
20%
24%
23%
28%
43%
43%
38%
33%
44%
42%
45%
34%
31%
30%
16%
26%
27%
21%
9%
11%
8%
3%
If it contained an offer / incentive (n=938)
If it promised money off (n=936)
If it was a brand I like/know (n=936)
If it contained new product information (n=928)
If it was personalised to me (n=934)
If it showed sales alerts (n=922)
If it was topical (n=922)
CommunicationBrand subject lines more or less likely to persuade consumer to open email
Mean Score
3.86
3.85
3.77
3.34
3.35
3.10
2.48
Source: IAB/iCD Research, July 2010
Of those who deleted emails without opening them, irrelevant subject lines and not subscribing to a brand were the main reasons
6%
2%
3%
3%
7%
13%
13%
16%
22%
17%
29%
36%
32%
35%
26%
28%
49%
47%
39%
48%
23%
The subject line indicated its not relevant to me (n=827)
I didn't subscribe to hearing from this brand (n=825)
I am no longer interseted in hearing from them (n=827)
I don't trust it/think that it's spam (n=827)
I don't have time to read it (n=825)
Why do emails get deleted with out being openedBase - those who have deleted e-mails
Delete emails from brands without opening them ...
Yes - 87% Note: There are no significant differences among different demographics (age / gender)
4.31
4.21
4.07
4.09
3.50
Mean Score
Source: IAB/iCD Research, July 2010
A third had become interested in a brand they were not previously aware of as a result of e-mail
Like hearing from brands because...
Base: All mentioned one or more brands they like hearing from via e-mail n=382
Yes, 33%
No, 28%
Don't Recall,
39%
Interest in brand as result of emailBrands not aware of previous to email....
Base: All those with an e-mail account n=964
Source: IAB/iCD Research, July 2010
Industry/Brand Marketing
Insert Wordle
Expect to receive email marketing from...Industries/Brands
Brand Email MarketingBrands like to hear from via email....
Source: iCD Research Weekly Quantitative OmnibusImages created by the Wordle.net web application
Creative Preference
Mostly images / minimal text / click
through options
“More eye catching and easy to find what
is relevant to me”
“Clearer message”
“Don’t really have time to read large
bodies of text”
“A picture is worth a thousand words”
Mostly Text / Some Imagery
“I like a quick indication of what’s on offer with more
detailed text to back it up”
“Easy to read, doesn’t takes ages to
download”
“Imagery makes it more colourful &
appealing, but having mostly text helps get to the point quicker”
Text Only
“Gives all the detail I need to know”
“I want facts not pictures”
“Illustrations take too much of my PC space
and bandwidth”
“Less likely to contain a virus”
Mostly short text / click through / some
images
“More attention grabbing”
“It is more attractive to the eye”
“Easier to understand and navigate
“Gets straight to the point and gives you
the option to find out more if you want”
Mean: 1.89% Rank 1st: 39%
Mean: 2.33% Rank 1st: 31%
Mean: 2.35% Rank 1st: 20%
Mean: 3.42% Rank 1st: 10%
Source: IAB/iCD Research, July 2010
5. Summary
• 60% respondents used e-mail to receive information from their favourite brands
• 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
• 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
• Over half (52%) liked to receive e-mails from products and services that they already pay for
• 33% had become interested in a brand not previously aware of as a result of receiving an e-mail
• Consumers prefer to receive e-mails that are straight forward, easy to understand and combined images, short text and click through
Email Marketing ResearchAUGUST 2010
