Dictates Email Timing Bob Johnson on Vice President & - - PowerPoint PPT Presentation
Exclusive Research: How Content Dictates Email Timing Bob Johnson on Vice President & Principal Analyst IDG Connect Thursday, January 21, 2010 Session Topics The Impact of Content Types on Email Timing Active email and Content Type
Bob Johnson
Vice President & Principal Analyst IDG Connect Thursday, January 21, 2010
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The Impact of Content Types on Email Timing Content Type and Format Pass-Along Frequency Viewpoints Comparison B to B Marketers and Buyers Driving Up Email Impact Through Smart Mail Active email and the Future of Lead Engagement
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When yo you downl wnload, , previe view w or use those se conte tent t typ ypes s yo you consid sider releva levant, t, wh what is the approp ropri riate te time perio iod a ve vendor r sho houl uld d wait before send ndin ing add dditi itional, al, relevan levant t cont nten ent t for yo your use e in the e decis isio ion maki king ng proce cess? ss?
15 14 14 14 14 14 14 13 13 12 12 12 12 11 11 11 11 11 11 10 9 9 9 Buying Guide Advertisement Presentation Market Trends/Overviews Product/Service Review Independent Review/Opinion Case Study Evaluation Version Market/Trend White Paper Vendor Collateral Article Technical White Paper Technical Knowledgebase Article e-Trade Show Content Blog/Forum Link Planning Worksheet ROI Calculator Tutorial/ how to Survey Results In-depth Product/Service Information Research Report Seminar Material RSS Feed Content
Source: : IDG Connect, 2009 N=150
Wait it Period iod (in days) ys)
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The Impact of Content Types on Email Timing Content Type and Format Pass-Along Frequency Viewpoints Comparison B to B Marketers and Buyers Driving Up Email Impact Through Smart Mail Active email and the Future of Lead Engagement
Perce rcenta tage Pass s Along Number r of People le Shared red With ith
Source: : IDG Connect, 2009 N=150
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4% 4% 5% 5% 5% 5% 6% 6% 6% 6% 6% 6% 6% 6% 7% 7% 7% 7% 7% 7% 8% 8% 8% 8% 8% 8% 10% 10% 10% 10% 10% 10% 10% 10% 12% 12% 12% 12% 13% 13% 13% 13% 15% 15% 16% 16% 3 2 3 5 17 17 3 2 3 36 36 5 3 14 14 3 7 14 14 2 12 12 4 4 5 3 10 10 17 17
5 10 15 20 25 30 35 40
RSS SS Feed Content Wiki Information Ma Market/Trend White Pa Papers Pl Planning Worksheet Ve Vendor Collateral Ma Market Trends/Overviews ROI Calculator Technical White Pa Paper Blog/Forum Link Se Seminar Ma Material Su Survey y Results Buyi ying Guide e-Trade show content Research Report Case St Study Pr Presentation Technical Knowledgebase Ar Article Tutorial/ how to Ar Article Ev Evaluation Ve Version Independent Review/Opinion Pr Product/Se Service Review In In-depth Pr Product/Se Service Information Ad Advertisement
3% 3% 2
Answering for only those you consider relevant, what percentage of the time do you pass along each content type you have used in the past? On average how many people do you give it to?
What t perce centa tage of the time do yo you pass s along conte tent t in each ch of the foll llowi wing form rmats? ts? On ave verag rage how w many y people le do yo you give ve it to?
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Source: : IDG Connect, 2009 N=150
17% 17% 13% 13% 13% 13% 12% 12% 10% 10% 2 1 2 2 3
5 10 15 20 25 30 35 40 Document Video (view online ) To Tool (calculator, widget ) Webcast (with moderator ) Audio Clip (listen online ) Podcast (downloadable )
Percentage Pass Along
34% 34%
Number of People Shared With
5
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Source: : IDG Connect, 2009 N=150
If the content types and formats meet your needs in terms of relevance how does that increase the pass-along frequency? Wi With how many additional people?
43% 30%
Content Format ( White papers etc. ) Content Format ( Audio Clip etc. )
Increased Likelihood
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The Impact of Content Types on Email Timing Content Type and Format Pass-Along Frequency Viewpoints Comparison B to B Marketers and Buyers Driving Up Email Impact Through Smart Mail Active email and the Future of Lead Engagement
9 Source: : IDG Connect and MarketingSherpa, 2010
Question: What do do you perceive are the biggest weaknesses in in emails about product and service offerings?
Biggest Weaknesses
No Linkage to Relevant Content, 18% Unclear Topics and Content, 25% Poor Timing, 30% Info not Specific to Focus and Role, 43% Offers Not Compelling, 51% Content Not Relevant, 63%
0% 10% 20% 30% 40% 50% 60%
Marketer
No Linkage to Relevant Content, 18% Unclear Topics and Content, 25% Poor Timing, 30% Info not Specific to Focus and Role, 43% Offers Not Compelling, 51% Content Not Relevant, 63%
0% 10% 20% 30% 40% 50% 60%
Marketer
10 Source: : IDG Connect and MarketingSherpa, 2010
Question: Wh What increases the likelihood that an an email that promotes a vendors products and services will be be opened and read?
Open Rate Drivers
Time of Day Received, 17% Compelling Offer, 41% Previous Interest, 43% Subject Line, 71% Known Sender, 73% Current Need, 73%
0% 15% 30% 45% 60% 75%
Marketer
Time of Day Received, 11% Previous Interest, 49% Subject Line, 50% Compelling Offer, 55% Current Need, 69% Known Sender, 77%
0% 20% 40% 60% 80%
Prospective Buyer
Favored Methods to Learn About Offerings Marketer vs. Prospective Buyers B-to-B Viewpoint
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Que Question ion: How much weight eight do do you
elieve bu buyer ers giv give to to lear earnin ning ab abou
produ
and and serv rvic ices es via email, il, direc ect mail, l, searc arch and and socia ial communit unitie ies?
Favored
Search 44% Email 20% Social Networks 18% Direct Mail 11% Other 7%
Marketer
Search 37% Email 32% Direct Mail 19% Social Networks 12%
Prospective Buyer Source: : IDG Connect and MarketingSherpa, 2010
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Que Question ion: What at pe perc rcen entage ge doe
ach of
he foll
ing em email ail mes essage ge attrib ribut utes es incre reas ase the likeliho elihood
ipient opening ening it?
Perce centa ntage ge Impact ct
Time Received, 9% Links that the Email Offers, 13% Subject Line Offer, 17% Previous Emails Were Interesting, 18% Subject Line Topic, 25% Who the Sender Is 45%
0% 10% 20% 30% 40% 50%
Prospective Buyer
Links that the Email Offers, 10% Time Received, 12% Subject Line Offer, 22% Previous Emails Were Interesting, 26% Subject Line Topic, 36% Who the Sender Is 38%
0% 10% 20% 30% 40%
Marketer
Source: : IDG Connect and MarketingSherpa, 2010
Interest Motivators for Ongoing Product/Service Emails Marketer vs. Prospective Buyers B-to-B Viewpoint
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Que Question ion: What at motiv
ates pro prospe pectiv ive bu buyers ers to to agr agree ee to to rec eceiv eive addit itiona ional emails ls on
ices es?
Impact act of Intere rest st Motivato vators rs
Marketer, 31% Funny or Entertaining, 42% Provides the Perspective
Offers an Unbiased Viewpoint, 46% Well Written Email Copy 46% Own the Product Service, 75% Fresh Insight and Ideas 84% Helps Them in Their Job, 85%
0% 20% 40% 60% 80%
Marketer
Provides the Perspective
Offers an Unbiased Viewpoint, 39% Own the Product/Service, 40% Funny or Entertaining, 41% Well Written Email Copy 48% An Area I Want to Learn About, 62% Fresh Insight and Ideas, 66% Helps Me in My Job, 68%
0% 10% 20% 30% 40% 50% 60% 70%
Prospective Buyer
Source: : IDG Connect and MarketingSherpa, 2010
Learning Area
Biggest Mistakes Marketer’s Make in Sending Product/Service Emails Marketer vs. Prospective Buyers B-to-B Viewpoint
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Ques estion ion: What is is the bigge gest mistake email mark rket eter er's 's make when sendin nding email il to to pros
pects?
Biggest st Mistake kes
Sending Emails
Topics 32% Promote Rather Than Educate 25% Lack of a Compelling Offer 13% Sending Email too Often 10% Others 8%
Marketer
Sending Email Too Often 26% Sending Emails on Irrelevant Topics 21% Lack of a Compelling Offer 16% Lack of Incentive 12% Promote Rather than Educate 6% Unable to Click Through to Additional Information 6% No Link to Social Conversations 2%
Prospective Buyer Source: : IDG Connect and MarketingSherpa, 2010
Offer Types Impact on Likelihood to Pursue Links Marketer vs. Prospective Buyers B-to-B Viewpoint
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Que Question ion: Do Do ea each of
ing of
pes in increa ease the lik likeliho elihood
rospec ective buyer will clic ick on
link to to addit ition ional al infor
ation ion and and insight ight?
Impact act of Offer r Types
46% 42% 58% 72% 73% 74% 77% 79% 86% 92% 54% 58% 42% 28% 27% 26% 23% 21% 14% 8% 0% 25% 50% 75% 100%
Marketer
Yes No
35% 45% 48% 50% 63% 64% 65% 70% 73% 84% 65% 55% 52% 50% 37% 36% 35% 30% 27% 16% 0% 25% 50% 75% 100%
Prospective Buyer
Yes No Source: : IDG Connect and MarketingSherpa, 2010
Percentage Increase in Likelihood Marketer vs. Prospective Buyers B-to-B Viewpoint
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Que Question ion: By By What hat Pe Perc rcen entage ge doe
each of
he foll
ng offer er types pes in increa ease the he likeliho elihood
link to to addit itiona ional inform
ation ion and and insig ight ht being ing clicked ed on?
Perce centa ntage ge Impact ct
Live Social Media Conversation, 8% Promotional Content, 9% Blogs that Provide Topical Coverage, 11% News and Articles, 15% Online Tutorials and Demonstrations, 17% Interactive Peer Comparison Tool, 20% Peer Best Practices, 20% Competitive Comparisons and Buying Guides, 21% Free Research Reports, 26% Educational Content, 27%
0% 5% 10% 15% 20% 25%
Marketer
Live Social Media Conversation, 15% Blogs that Provide Topical Coverage, 19% Interactive Peer Comparison Tool, 24% News and Articles, 24% Peer Best Practices, 24% Educational Content, 25% Free Research Reports, 25% Competitive Comparisons and Buying Guides, 25% Online Tutorials and Demonstrations, 25% Promotional Content, 26%
0% 5% 10% 15% 20% 25%
Prospective Buyer
Source: : IDG Connect and MarketingSherpa, 2010
Preferred Sources of Product/Service Emails Marketer vs. Prospective Buyers B-to-B Viewpoint
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Ques estion ion: What sourc urces do do you believ ieve buyers are most likely ely to to open en an an email il from?
Preferred ferred email Sources ces
Vendor Sales, 10% Media Company 17% Vendor Marketing 22% Independent Consultant, 30% Vendor Product/Service Support, 35% Press Editor or Writer, 45% Vendor Expert, 46% Research Analyst, 61% Industry Peer, 77%
0% 20% 40% 60% 80%
Marketer
Reseller 20% Press Editor or Writer, 25% Vendor Marketing 27% Media Company, 28% Vendor Sales, 30% Independent Consultant, 43% Research Analyst, 47% Vendor Product/Service Support, 47% Vendor Expert, 52% Industry Peer, 53%
0% 10% 20% 30% 40% 50% 60%
Prospective Buyer
Source: : IDG Connect and MarketingSherpa, 2010
Success with Email Engagement Comes Down to
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Relevant Links and Actions Relevant Email Content Relevant Subjects Relevant Senders
Biggest Weaknesses in Email Subject Lines Marketer vs. Prospective Buyers B-to-B Viewpoint
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Que Question ion: Wha hat is is the he big bigge gest weak eakness you
ee in in the he subje ubject lin line of
vendor dor emails ls relat ated ed to to produc
and serv rvic ice offering rings?
Biggest st Subject ct Line Weaknesse sses
Not Relevant 43% Poor Value Proposition 30% Unclear 21%
Marketer
Not Relevant to Me 49% Poor Value Proposition 22% Unclear 19% No Offer 10%
Prospective Buyer Source: : IDG Connect and MarketingSherpa, 2010
Key Opportunities to Make Emails More Useful Marketer vs. Prospective Buyers B-to-B Viewpoint
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Que Question ion: For
emails ails sent nt to to pro rospec ective buyers ers on
produ duct and nd serv rvic ice
ering ings which of
lowing ng would make them em more useful? eful?
Utility ity Value Factors
Use More Graphics 15% Hot Links to Twitter, Linked In and Other Social Networks, 16% Ability to Put Email in Personal 'Review Later' Folder, 21% Offer Links to Active Social Conversations
Make the Email More Interactive 27% Customize Email Appearance so Content is Organized the Way Buyers Like It, 29% Break Email Content Out into Smaller Sections and Pieces, 33% Better Organization, 34% Highlight Keywords and Points, 36% Map Delivery Timing to Where Buyer is in the Purchase Decision Process, 44% Ability to Navigate from Within the Email to More Detailed Content, 58% Provide Links to Relevant Content, 63%
0% 10% 20% 30% 40% 50% 60%
Marketer
Offer Links to Active Social Conversations on the Topic, 16% Hot Links to Twitter, Linked In and Other Social Networks, 18% Map Delivery Timing to Where I am in the Purchase Decision Process, 21% Break Email Content Out into Smaller Sections and Pieces, 21% Customize Email Appearance so Content is Organized the Way I Like It, 23% Ability to Put Email in My Own "Review Later" Folder, 25% Use More Graphics, 28% Make the Email More Interactive, 29% Better Organization, 43% Highlight Keywords and Points, 47% Ability to Navigate from Within the Email to More Detailed Content, 51% Provide Links to Relevant Content, 55%
0% 10% 20% 30% 40% 50% 60%
Prospective Buyer
Source: : IDG Connect and MarketingSherpa, 2010
A Look Ahead Striving to Build Greater Relevance/Engagement
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The Impact of Content Types on Email Timing Content Type and Format Pass-Along Frequency Viewpoints Comparison B to B Marketers and Buyers Driving Up Email Impact Through Smart Mail Active email and the Future of Lead Engagement
– Persona: The personal profile of wants, needs, roles, focus and past history of an individual – Group Persona: Interest and tendencies a person shares with others who have similar profile characteristics – Now, let’s take a look into what email can become for your organization to make it more semantic
to better bring the content to them rather than having to hunt and search, based on personal persona, group persona and past history
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Custom Senders and Subjects Ability to Drill Down Within Emails Use of Personas to Highlight Relevant Content Linkage to Relevant & Related Content Highlighting Available Social Conversations Online Event Access and Influence
Email Expectations That Drive Open Rates Use of “My Interest” Profiles to Screen Content Marketer vs. Prospective Buyers B-to-B Viewpoint
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How much h would the e likelih elihoo
d of a pros
pectiv ive e buyer openin ning g an email il increas rease e if they could
eres est" prof
ile so the e email il only inclu luded ded areas as they cared red about ut and d organiz ganized ed the e email l cont ntent nt accord
ing to their ir priorit
ies?
Marketer, 29% Prospective Buyer, 39% 0% 5% 10% 15% 20% 25% 30% 35% 40%
Percentage of Respondents
Source: : IDG Connect and MarketingSherpa, 2010
Email Expectations That Drive Open Rates Keyword Drill-Down to Relevant Content Marketer vs. Prospective Buyers B-to-B Viewpoint
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How much h would the e likelih elihoo
d of a prospe
ive e buyer openin ning g a produ
ice e email ail incre reas ase e if it enabled abled them to click on keywords within the email il to drill ll down into other her relev levant ant cont nten ent that at they could ld then en preview iew or use? e?
Marketer, 20% Prospective Buyer, 31% 0% 5% 10% 15% 20% 25% 30%
Percentage of Respondents
Source: : IDG Connect and MarketingSherpa, 2010
Email Expectations That Drive Open Rates Offering “Live” or “Updated” Social Links Marketer vs. Prospective Buyers B-to-B Viewpoint
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If a prosp
ectiv ive e buyer receiv eived ed emails ils on produ
rvic ices es that at pres esen ented ed "live" e" blog
rum conver ersations ions of peers rs who are discus ussin ing g the feat eature red d topic ic how much h would it incre reas ase e the e open en rate? e?
Marketers, 15% Prospective Buyers, 22% 0% 5% 10% 15% 20%
Percentage of Respondents
Source: : IDG Connect and MarketingSherpa, 2010
Bob Johnson, Vice President & Principal Analyst IDG Connect Call or email me at: 508-766-5655 bob_johnson@idgconnect.com