Brand in the Clutter

I can’t resist an infographic chock full of information that can impact my business.

The March 4 issue of Adweek included one based on research from Toluna and Moveable Ink.

It is all about e-mail.

• Marketing e-mails consumers get daily

• The percentages consumers open

• How often consumers want e-mails form brands they buy from

• Devices consumers use and prefer

• Unsubscribes, preference in number of e-mails and purchases

The daily delivery

A little under half (47.7%) of consumers report receiving 1 to 5 brand marketing e-mails daily. Over a quarter (26.1%) get 6 to 10. The remaining 26.2% get anywhere from 11 to over 50 e-mails a day.

Just to get your message opened you need to have a combination of strong preference for your product or service, damn good subject lines and real content that is verbally and visually stunning.

JLF

Deletions and opens

Nearly 85 % are deleted without opening.

Not being deleted does not assure you that your message will be opened. Only 13.6% of consumers report opening all the e-mails.

You must do everything you can to reach out to the small percentage of folks that will look at what you have to say.

Personalization can help get your e-mail opened as can predictability.

JLF

Using their name and/or other information will draw attention. Don’t overlook their stated preferences and past purchases as information you draw on. Sending special offers on days/dates that are important to them such as birthdays, anniversaries and key dates in your relationship with them can all be used to make appeals timely.

When the time is right

Nearly half of consumers (48.8%) want to hear from brands they buy from multiple times a week. Of these 18.6% want daily messages. The rest would be happy to receive an e-mail once a week down to less than once a month.

Based on experience, this is, I believe, subject to the frequency of purchase and the price of the product or service.

Small frequent purchases such as chewing gum, coffees and colas need to be promoted daily. Higher priced items with longer repeat cycles like automobiles, subscriptions and jewelry can have a lower frequency.

JLF

Decide vs buy devices

We’ve all been told that messages must be readable on smart phones as well as tablets and desktops.

Th preference for making purchases and reading brand e-mails is different.

Nearly 75% of those surveyed have made purchases on a desktop. But only 60% prefer it for receiving and reading-mails. The results are similar for smart phones and tablets. Overall the preferred devices are desktop, smart phone and tablet in that order.

Be sure your offer appears equally well in all three platforms and is easily recognized as the same. Some consumers are still more comfortable making purchases at their laptops.

JLF

Keeping them on board

Of the folks that opened a brand e-mail received in a timely manner, 70% made a buy in the past year.

Nearly 80% (78.9%) reported unsubscribing from a brand’s e-mail marketing list. Opting to receive fewer emails was reported by 56.8%.

Offer the ability to receive fewer e-mails to keep them on your list. Make the offer even more powerful by offering frequency choices and then honoring that request.

JLF

The takeaways.

• Make sure your messages are at the top of your game to get them opened

• Personalize and send on a predictable schedule

• Let your product/service repeat cycle determine your message frequency

• Use responsive design for cross platform capability

• Let ‘em choose how often you message them.

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com