Email Marketing Trends for 2012
Shar Van Boskirk, VP and Principal Analyst, Forrester Research
Ryan Phelan, VP Strategic Services, BlueHornet
Presentation Included Video from a Recent Man on the Street Survey. Some funny results, some painful.
- "Why do you sign-up for emails?"
- - 95% to receive discounts
- - 57% to receive product updates
- - 56% because they love the brand
- You need a signup on Facebook - these are people who love your brand
- The clearer the value proposition, the more compelling the value proposition, the more personal data people will provide.
- Marketers have conditioned people to want discounts.
- Are you looking at these best practices?
- - Incorporate a preference center
- - Gather relevant info and test amount
- - Don't take advantage of trust
- "What do you expect after you sign-up?"
- - 76% expect to receive a Welcome email
- - Discounts and coupons (isn't this just bribery?)
- Top reasons to purchase from an email offer (stack-ranked):
- - Price (suggests we're not utilizing the medium well as marketers)
- - Discounts
- - Free delivery
- - Quality
- - Brand
- - Reviews
- "If you receive an email and you look at it on your mobile device and it doesn't look good, what do you do?"
- - 70% delete
- - 18% unsubscribe
- - 17% look at it on their desktop
- People consider a poorly design email on mobile to be spam. They're used to us doing a good job on design. So an email from us that looks bad must be a spammer trying to trick them by using our name. (Seriously!)
- Are you looking at your emails on a mobile device?
- "Why do you unsubscribe?" (stack-ranked)
- - Relevance (more relevant = less unsubs)
- - Frequency (more appropriate candence = less unsubs)
- - Mailbox Overload (deleted when they're getting too many emails overall)
- "If you're about to unsubscribe, is there anything we can do to change your mind?"
- - 15% will always choose to opt-down if it's offered (fewer emails)
- - 25% will sometimes choose to opt-down
- - 60% will never choose to opt-down
- Are you offering a survey when they opt-out?
- Are you comparing that survey against specific emails to learn what turned them off?
- Are you looking at other emails sent in the window between send and opt-out to see if it's maybe frequency or trend of your messaging?
- And most importantly, are you a subscribed and engaged member of your own list?
- If not, why not?