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 and the Future of Lead Format Pass-Along Engagement Frequency Viewpoints Driving Up Email Comparison Impact Through B to B Marketers Smart Mail and Buyers 2
Requested Wait Period Between Nurturing Activities 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? Wait it Period iod (in days) ys) Buying Guide 15 Advertisement 14 Presentation 14 Market Trends/Overviews 14 Product/Service Review 14 Independent Review/Opinion 14 Case Study 14 Evaluation Version 13 Market/Trend White Paper 13 Vendor Collateral 12 Article 12 Technical White Paper 12 Technical Knowledgebase Article 12 e-Trade Show Content 11 Blog/Forum Link 11 Planning Worksheet 11 ROI Calculator 11 Tutorial/ how to 11 Survey Results 11 In-depth Product/Service Information 10 Research Report 9 Seminar Material 9 Source: : IDG Connect, 2009 RSS Feed Content 9 N=150 3
Content Pass-Along The Impact of Content Types on Email Timing Active email and the Content Type and Future of Lead Format Pass-Along Engagement Frequency Viewpoints Driving Up Email Comparison Impact Through B to B Marketers Smart Mail and Buyers 4
Content Type Action Impact in Pass Along and Number of People Perce rcenta tage Pass s Along Number r of People le Shared red With ith 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? -45 -40 -35 -30 -25 -20 -15 -10 -5 0 Ad Advertisement 16% 16% 17 17 In-depth Pr In Product/Se Service Information 15% 15% 10 10 Product/Se Pr Service Review 13% 13% 3 Independent Review/Opinion 13% 13% 5 Evaluation Ve Ev Version 12% 12% 4 Article Ar 12% 12% 4 Tutorial/ how to 10% 10% 12 12 Technical Knowledgebase Ar Article 10% 10% 2 Presentation Pr 10% 10% 14 14 Case St Study 10% 10% 7 Research Report 8% 8% 3 e-Trade show content 8% 8% 14 14 Buyi ying Guide 8% 8% 3 Survey Su y Results 7% 7% 5 Seminar Ma Se Material 7% 7% 36 36 Blog/Forum Link 7% 7% 3 Technical White Pa Paper 6% 6% 2 ROI Calculator 6% 6% 3 Ma Market Trends/Overviews 6% 6% 17 17 Vendor Collateral Ve 6% 6% 5 Planning Worksheet Pl 5% 5% 3 Ma Market/Trend White Pa Papers 5% 5% 2 Wiki Information 4% 4% 3 2 RSS SS Feed Content 3% 3% 0 5 10 15 20 25 30 35 40 Source: : IDG Connect, 2009 N=150 5
Format Action Impact in Pass Along and Number of People 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? Percentage Pass Along Number of People Shared With -40 -35 -30 -25 -20 -15 -10 -5 0 Podcast (downloadable ) 10% 10% 3 Audio Clip (listen online ) 12% 12% 2 Webcast (with moderator ) 13% 13% 2 Tool (calculator, widget ) To 13% 13% 1 Video (view online ) 17% 17% 2 34% 34% 5 Document 0 5 10 15 20 25 30 35 40 Source: : IDG Connect, 2009 N=150 6
The Action Impact of Relevant Content Increase Pass Along Frequency 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? Increased Likelihood Content Format ( 43% White papers etc. ) Content Format ( 30% Audio Clip etc. ) Source: : IDG Connect, 2009 N=150 7
Email Marketing: Marketer Perception vs. Buyer Reality The Impact of Content Types on Email Timing Active email and the Content Type and Future of Lead Format Pass-Along Engagement Frequency Viewpoints Driving Up Email Comparison Impact Through B to B Marketers and Smart Mail Buyers 8
Biggest Weaknesses in Product/Service Emails Marketer vs. Prospective Buyers B-to-B Viewpoint Question: What do do you perceive are the biggest weaknesses in in emails about product and service offerings? Biggest Weaknesses Content Not Content Not Relevant, 63% Relevant, 63% Offers Not Offers Not Compelling, 51% Compelling, 51% Info not Specific to Info not Specific to Focus and Role, 43% Focus and Role, 43% Poor Timing, 30% Poor Timing, 30% Unclear Topics and Unclear Topics and Content, 25% Content, 25% No Linkage to Relevant No Linkage to Relevant Content, 18% Content, 18% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% Marketer Marketer Source: : IDG Connect and MarketingSherpa, 2010 9
Open Rate Drivers For Offering Emails Marketer vs. Prospective Buyers B-to-B Viewpoint 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 Known Sender, 77% Current Need, 73% Current Need, 69% Known Sender, 73% Compelling Offer, 55% Subject Line, 71% Subject Line, 50% Previous Interest, 43% Previous Interest, 49% Compelling Offer, 41% Time of Day Time of Day Received, 11% Received, 17% 0% 20% 40% 60% 80% 0% 15% 30% 45% 60% 75% Prospective Buyer Marketer Source: : IDG Connect and MarketingSherpa, 2010 10
Favored Methods to Learn About Offerings Marketer vs. Prospective Buyers B-to-B Viewpoint Que Question ion: How much weight eight do do you ou belie elieve bu buyer ers giv give to to lear earnin ning ab abou out pr produ oducts and and serv rvic ices es via email, il, direc ect mail, l, searc arch and and socia ial communit unitie ies? Favored ored Method od Other Social 7% Networks 12% Direct Mail 11% Search Direct Mail 37% 19% Search Social 44% Networks 18% Email Email 32% 20% Marketer Prospective Buyer Source: : IDG Connect and MarketingSherpa, 2010 11
Message Attribute Impact on Open Rates Marketer vs. Prospective Buyers B-to-B Viewpoint Que Question ion: What at pe perc rcen entage ge doe oes eac ach of of the he foll ollowing ing em email ail mes essage ge attrib ribut utes es incre reas ase the likeliho elihood od of of a recipien ipient opening ening it? Perce centa ntage ge Impact ct Who the Sender Is Who the Sender Is 38% 45% Subject Line Subject Line Topic, 36% Topic, 25% Previous Emails Were Previous Emails Were Interesting, 26% Interesting, 18% Subject Line Offer, 22% Subject Line Offer, 17% Links that the Email Time Received, 12% Offers, 13% Links that the Email Time Received, 9% Offers, 10% 0% 10% 20% 30% 40% 0% 10% 20% 30% 40% 50% Marketer Prospective Buyer Source: : IDG Connect and MarketingSherpa, 2010 12
Interest Motivators for Ongoing Product/Service Emails Marketer vs. Prospective Buyers B-to-B Viewpoint Que Question ion: What at motiv otivate ates pro prospe pectiv ive bu buyers ers to to agr agree ee to to rec eceiv eive addit itiona ional emails ls on on produc oducts or or servic ices es? Impact act of Intere rest st Motivato vators rs Helps Me in My Helps Them in Their Job, 68% Job, 85% Fresh Insight and Fresh Insight and Ideas Ideas, 66% 84% An Area I Want to Learn Own the Product About, 62% Service, 75% Well Written Email Copy Well Written Email Copy 48% 46% Funny or Offers an Unbiased Entertaining, 41% Viewpoint, 46% Own the Provides the Perspective Product/Service, 40% of Peers, 45% Offers an Unbiased Funny or Viewpoint, 39% Entertaining, 42% Provides the Perspective of My Peers, 27% Marketer, 31% Learning Area 0% 10% 20% 30% 40% 50% 60% 70% 0% 20% 40% 60% 80% Prospective Buyer Marketer Source: : IDG Connect and MarketingSherpa, 2010 13
Biggest Mistakes Marketer’s Make in Sending Product/Service Emails Marketer vs. Prospective Buyers B-to-B Viewpoint 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 ospe pects? Biggest st Mistake kes No Link to Social Conversations 2% Unable to Click Through to Additional Information Sending Email Too Others 6% Often Sending Emails 26% 8% on Irrelevant Topics Promote Rather 32% than Educate Sending Email 6% too Often 10% Lack of Incentive 12% Sending Emails on Lack of a Irrelevant Topics Compelling Offer 21% 13% Promote Rather Lack of a Than Educate Compelling Offer 25% 16% Marketer Prospective Buyer Source: : IDG Connect and MarketingSherpa, 2010 14
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