Email tracking report 2014

1. Data protection 2013 Friday 8 February #dmadata Supported by Email tracking report 2014 Tuesday 4 November 2014 @DMA_UK #dmaemail Sponsored by

2. Welcome David Reed, Editor, DataIQ Sponsored by

3. Research Emma-Jayne McEwan, Head of Media Channels, DMA David Cole, Managing Director, fast.MAP Sponsored by

4. EMAIL TRACKING REPORT 2014 David Cole managing director fast.MAP Emma-Jayne McEwan head of media channels DMA Insight partner Sponsor #dmaemail

5. Email tracking in numbers 8792 consumers surveyed data collected over 6 112 questions asked waves 600 event attendees Insight partner Sponsor 4060 views/downloads for email tracking reports and infographics #dmaemail 5 years

6. Insight partner Sponsor Press coverage #dmaemail

7. Insight partner Sponsor Quiz #dmaemail

8. The gap between marketers and consumers can be huge… {CONSUMERS}

9. The gap between marketers and consumers can be huge… {CONSUMERS} {MARKETERS}

10. Insight partner Sponsor fast.MAP #dmaemail •Online market research agency •Work across all marketing communication sectors •Marketers working in research – considerable client-side experience •Have our own research panel •Regularly featured in the UK marketing press •Insight Partner to the DMA, IDM, IPM

11. {SHIFTING SAND}

12. “You must constantly change and adapt to a new environment” Jong-yongYun Samsung's chief executive 1996 -2008

13. Insight partner Sponsor Tracking reports #dmaemail

14. Insight partner Sponsor #dmaemail

15. Insight partner Sponsor Today #dmaemail •How research was done? •Intense media competition -email’s performance •Email’s stable –contact point •Different devices, different reactions •Profile matters increasingly •Why do people sign up? •How people respond? •The implications

16. Insight partner Sponsor Methodology #dmaemail •19 questions were submitted via an online self-completion questionnaire •Response comes from fast.MAP’sConsumer Panel •The survey was despatched Thursday 25thSeptember and stayed open until Thursday 2ndOctober

17. {1061 surveys}

18. {86 hours of surveys}

19. Insight partner Sponsor Quality control #dmaemail image and answer randomisation acceptable survey completion time intelligent routing closed panel by invitation only constant requalification of the panel limit frequency of interviewing

20. Insight partner Sponsor Tweeters… #dmaemail #dmaemail #dmaemail #dmaemail

22. Insight partner Sponsor Preferred method of contact –existing relationship –2014 #dmaemail RESULTS PREVIEW Friday 7thNovember 2014/2015 –10thannual edition –first launched in 2005

23. Insight partner Sponsor Preferred method of contact –existing relationship –2014 #dmaemail 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Twitter No Preference Mobile Phone Call SMS messaging Social Media Telephone Would prefer not to be contacted at all Direct Mail Email 2011 2012 2013 2014 Source: Results preview, fast.MAPMarketing GAP Report 2014/2015

26. Insight partner Sponsor Preferred method of contact –existing relationship –2014 #dmaemail 3% 6% 3% 5% 4% 5% 17% 38% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Twitter No Preference Mobile Phone Call SMS messaging Social Media Telephone Would prefer not to be contacted at all Direct Mail Email 2011 2012 2013 2014 Source: Results preview, fast.MAPMarketing GAP Report 2014/2015

27. Insight partner Sponsor 2012 –60% over one hour per day #dmaemail

28. Insight partner Sponsor #dmaemail How much time do you spend on email at home?

29. Insight partner Sponsor 35% spend over 2 hours a day on email and home. 33% spend less than an hour #dmaemail 35%

30. Insight partner Sponsor Over half of people do not spend any time on their emails at work #dmaemail

31. Insight partner Sponsor #dmaemail Q1. How many minutes do consumers spend on email each day at home per day?

32. Insight partner Sponsor Email holds it own against other media #dmaemail Average hours spent on email per day

34. Insight partner Sponsor How many email addresses do you have? #dmaemail ? ? ? ? ?

35. Insight partner Sponsor How many email addresses do you have? #dmaemail

36. Insight partner Sponsor There has been a rise in the number of people with more than three email addresses #dmaemail 33% have 3+ emails in 2012

37. Insight partner Sponsor There has been a rise in the number of people with more than three email addresses #dmaemail 33% have 3+ emails in 2012 35% have 3+ emails in 2013

38. Insight partner Sponsor There has been a rise in the number of people with more than three email addresses #dmaemail 33% have 3+ emails in 2012 35% have 3+ emails in 2013 40%have 3+ emails in 2013 2014

39. Insight partner Sponsor #dmaemail Q2. How many consumers retrieve relevant emails from their junk/spam folder once every week?

40. Insight partner Sponsor People see their email address as having a long life-span – 81% keep for 5 years or more #dmaemail 3% 1% 1% 5% 9% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0-3 months 4-7 months 8-11 months 1-2 years 3-4 years 5+ years Typically for how long do you keep an email address active? Sep-14

41. Insight partner Sponsor Why is data stability important ? #dmaemail •ICO using 6 months as need to shelf life of permission •DMA Customer acquisition barometer 2014–consumers think 6 months is acceptable period •If re-permissioningbecomes law in 2016/7 digital marketers will have a record to communicate through

42. Insight partner Sponsor Today #dmaemail •How research was done •Intense media competition -email’s performance •Email’s stable –contact point •Different devices, different reactions? •Profile matters increasingly •Why do people sign up? •How people respond •The implications

43. Insight partner Sponsor Mobile phones are used for ‘e-mail triage’ –to read subject lines, browse and delete #dmaemail

44. Insight partner Sponsor #dmaemail Mobile phones are used for ‘e-mail triage’ –to read subject lines, browse and delete

45. Insight partner Sponsor #dmaemail Mobile phones are used for ‘e-mail triage’ –to read subject lines, browse and delete

46. Insight partner Sponsor How are people’s habits changing on different devices to access email? #dmaemail

47. Insight partner Sponsor #dmaemail How are people’s habits changing on different devices to access email?

50. Insight partner Sponsor #dmaemail Q3. On average, how many consumers delete emails within a day of receiving them?

52. Insight partner Sponsor #dmaemail Age is a heavy factor in decision to purchase immediately on phone ( but still only 12% 18-24 will)

53. Insight partner Sponsor #dmaemail 25 –54 year olds wait until on PC to purchase

54. Insight partner Sponsor #dmaemail 20 x more 65+ do not have a mobile phone compared to 18-24

55. Insight partner Sponsor #dmaemail Q4. If consumers see something they want to buy in an email on their smartphone, how many will buy it straightaway from their smartphone?

56. Insight partner Sponsor #dmaemail Males are more likely to have multiple email addresses, females have one main account

57. Insight partner Sponsor #dmaemail Females are more likely to use one email address

58. Insight partner Sponsor #dmaemail Females are more likely to use one email address

59. Insight partner Sponsor #dmaemail The Golden record David Reed “Understanding when the email address provided is the “golden record” could be one of the most worthwhile data profiling exercises any digital marketer undertakes.”

60. Insight partner Sponsor Coming up… #dmaemail •How research was done? •Intense media competition -email’s performance •Email’s stable –contact point •Different devices, different reactions •Profile matters increasingly •Why do people sign up? •How people respond? •The implications

61. Insight partner Sponsor #dmaemail Figures are similar to 2012 in number of emails people are receiving from trusted brands

62. Insight partner Sponsor #dmaemail Money-off discounts, liking the brand, being a regular customer, trust and free gifts incentivize

63. Insight partner Sponsor #dmaemail Trust in the brand and a clear and concise data protection policy give consumers confidence

64. Insight partner Sponsor #dmaemail Trust in the brand and a clear and concise data protection policy give consumers confidence for handling their data These two factors were considered the most important in the 2012 Data Tracker Which of the following options are most likely to convince you that a brand will handle your personal data responsibly?

65. Insight partner Sponsor #dmaemail What influences consent ?

66. Insight partner Sponsor Coming up… #dmaemail •How research was done? •Intense media competition -email’s performance •Email’s stable –contact point •Different devices, different reactions •Profile matters increasingly •Why do people sign up? •How people respond? •The implications

67. Insight partner Sponsor #dmaemail People are most likely to click-through, save the email or bear in mind for a later date

68. Insight partner Sponsor #dmaemail Increasingly phones used to read/open email

69. Insight partner Sponsor #dmaemail Website click through down

70. Insight partner Sponsor #dmaemail Q5. Which of the following email characteristic was least likely to engage consumers?

71. Insight partner Sponsor #dmaemail Top #5 Highlights

72. Insight partner Sponsor #dmaemail Top #5 Highlights 1.Email holds it own against other competitive media –2 hours home, 1 hour at work 2014 . (Marketers are different!) 2.Devices are changing behaviour. Big JUMP from 19% to 29% of those who use phone most often to read subject lines 3.1/3rd of us use a single email. Understanding when an email is the “golden record” could be one of the most worthwhile data profiling exercises a digital marketer undertakes. 4.Email is a very stable personal data item with 81% keeping it over 8 years. Average household tenure is 8 years according to gvtstats. 5.Big JUMP 23% to 35% in those responding by going to website “from another route” and a DROP for those clicking through immediately 54% to 48%

78. Insight partner Sponsor #dmaemail Implications Attribution -Invest more resources to keep track of the fragmenting customer journey Experience -Optimise consistent experience across multiple devices Respect -Treat emails with respect –and email with permission is an increasingly valuable asset. Avoid rush for short term sales Profile -Identify the golden record Teamsport -Email marketing is complex –work with experts

79. Insight partner Sponsor #dmaemail Implications Attribution-Invest more resources to keep track of the fragmenting customer journey Experience -Optimise consistent experience across multiple devices Respect -Treat emails with respect –and email with permission is an increasingly valuable asset. Avoid rush for short term sales Profile -Identify the golden record Teamsport -Email marketing is complex –work with experts

80. Insight partner Sponsor #dmaemail Implications Attribution-Invest more resources to keep track of the fragmenting customer journey Experience-Optimise consistent experience across multiple devices Respect -Treat emails with respect –and email with permission is an increasingly valuable asset. Avoid rush for short term sales Profile -Identify the golden record Teamsport -Email marketing is complex –work with experts

81. Insight partner Sponsor #dmaemail Implications Attribution-Invest more resources to keep track of the fragmenting customer journey Experience-Optimise consistent experience across multiple devices Respect-Treat emails with respect –and email with permission is an increasingly valuable asset. Avoid rush for short term sales Profile -Identify the golden record Teamsport -Email marketing is complex –work with experts

82. Insight partner Sponsor #dmaemail Implications Attribution-Invest more resources to keep track of the fragmenting customer journey Experience-Optimise consistent experience across multiple devices Respect-Treat emails with respect –and email with permission is an increasingly valuable asset. Avoid rush for short term sales Profile-Identify the golden record Teamsport -Email marketing is complex –work with experts

83. Insight partner Sponsor #dmaemail Implications Attribution-Invest more resources to keep track of the fragmenting customer journey Experience-Optimise consistent experience across multiple devices Respect-Treat emails with respect –and email with permission is an increasingly valuable asset. Avoid rush for short term sales Profile-Identify the golden record Teamsport -Email marketing is complex –work with experts

84. Insight partner Sponsor #dmaemail Find out more… Full report & infographic: Download from fast.MAPand DMA website 10thMarketing GAP: 10 Free seats for Friday’s fast.MAPMarketing GAP event! To book email me at my 10 year and only email address: david.cole@fast.map.com Gaining Consent –Thinking inside the box DMA Tuesday, 18th November 2014

86. A year in email at the Guardian Maya Bull, Head of CRM, Guardian News & Media http://www.slideshare.net/SarahWright/a-year-in- email-maya-bull Sponsored by

87. Q&A Adam Williams, Managing Director, DBS Data Matt Simons, Director, e-MagineBlue Yashraj Jain, Senior Research Executive, DMA Maya Bull, Head of CRM, Guardian News & Media Sponsored by

88. Closing comments David Reed, Editor, DataIQ Sponsored by

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Email tracking report 2014