The DMA launched the 2012 Email Tracking Study yesterday, which, is arguably, one of the most important pieces of annual research commissioned on email marketing as it reflects the consumer view of the value and quality of our industry.
The picture of email presented in the media is usually unhelpful. Either email marketing is associated with spam, and journalists complain that there is too much email flooding our inboxes, or they say that email is dead and will soon be entirely replaced by social media. Actually, what the 2012 report shows is that consumers value the emails they receive from brands, and that customers are signing up to emails in greater numbers. I chaired the event yesterday, and can share some of the insights that came both out of the report and also the subsequent discussions.
43% consumers are now signed up to receive emails from 10 or more brands, but inboxes are not as crowded as you think – 40% of subscribers still only get less than 3 a day, and 63% get no more than 6 a day. Presenting the report, Paul Seabrook, from FastMap, however urged marketers to ensure that they have a value proposition for their subscribers – over 50% of consumers give their secondary email address when subscribing, so by making it clear what the benefit of the emails will be, consumers are more likely to engage with the address that they actively use. He also impressed upon the audience the need to look at wider attribution for impact of emails, not just direct purchases through clicks. Actually, what the study showed is that people take several other actions as a direct result of receiving an email, like visiting a store, or going directly to a brand’s mobile app.
Speaking next, Dela Quist from Alchemy Worx, stressed the importance of email as a mechanism to build brand visibility (a subject close to our heart) and that marketers should think about email from this perspective as well, not just in terms of opens and click rates. He also urged the audience to focus on growing their database. “Who has a target for conversions of website visitors to sign ups?” he asked. The “shocking” answer was almost nobody. He reconfirmed the value of building your email list with a simple truth – “Driving traffic to your site is harder and more costly via search than it is via email” – another subject very close to our hearts at Rocketseed.
Rocketseed business email branding, can directly support your business in the key areas that the DMA report email tracking report has highlighted.
- When a customer is choosing to send you an email, you have the opportunity to reply to the email address that they actively use. This is both an opportunity to drive web traffic (at a cost less than search) and to build your brand presence. – Ensure that your current branding is refreshed regularly to be consistent with messaging in your email marketing and website, and engaging for your customers.
- Rocketseed List Builder report is the perfect way to support your database building strategy, and ensure that you capture active email addresses for the new customers that interact with your business
- Include an email sign up in your signature, and incentivise sign ups to help build your email lists – to develop active, engaged subscribers, who are clear about your value proposition.
For the DMA 2012 Email Tracking Report Click here
The report was produced by the DMA Benchmarking Hub, in conjunction with Fastmap and sponsors, Alchemy Worx. Fiona Robson, Manging Director of Rocketseed UK, is a Member of the DMA Email Council and DMA Benchmarking Hub, and chaired the DMA event launching the email study.