Cheapest channel for exploration and loyalty building

Each year, the National Syndicate of Direct Communications (Sncd) E-Marketing Committee polls individuals and professionals to learn more about the use of BtoC and BtoB email.

The results of the EMA – Email Marketing Attitude BtoC study, conducted by Sncd for the ninth time in France and its counterpart BtoB, have just been published in its fourth edition.

Both ask French netizens about their attitude toward email, and provide insight into companies that want to use email for prospecting and building loyalty. 39% of respondents said they like to receive commercial messages.

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This year’s EMA BtoC study was conducted by Sncd and Experian Marketing Services. confirm her 9e edition it ” Year after year, Properly segmented, personalized and forwarded email transmission remains the cheapest, most effective and powerful channel to move its customers » As noted by Bruno Florence, SNCD Vice President.

The computer remains a priority: even if the equipment of Internet users continues to be developed with new devices in 2015 (2.2 devices on average), the computer (88%) remains by far the number one consulting tool. However, with smartphones and tablets, Internet users are constantly connected. Thus, 29% of them use a PC, smartphone and tablet at the same time to connect to the Internet. 55% of those who use a PC to connect to the Internet also use a smartphone (versus 47% in 2014).

Moments of the Day and Situations that Help Consult Emails: The survey sheds light on Times of the day when Internet users check their emails. Thus, 39% consult with them at night, or 95% of the house in the evening. Respondents were also asked about situations in which they tend to check their emails. They are 83% reading their emails when they are bored, 48% during their transport trips or 44% waiting on a queue.

2.1 mailboxes per respondent: On average, respondents own 2.1 mailboxes (versus 2.5 in 2014). Major mailboxes are consulted at least once a day by 96% of respondents (versus 93% in 2014). The three main uses are managing their personal correspondence (88%), administrative services (68%) and their own purchases or sales (65%).

Fewer emails, but better targeted: While this year Sncd discovered again that volumes sent by routers are down (37% of respondents say they receive more than 25 emails per day on their main inbox compared to 44% in 2014). Email remains an important marketing medium when it is well targeted. In fact, 35.9% found that the importance of business emails has increased since last year (versus 30% in 2014). This better targeting enhances the effect: After receiving a business offer via email, 38% of respondents feel encouraged to visit a website, and 19% to visit a store. 49% of respondents said they buy after receiving a business email!

“The world is changing, and so is email! Promotional or service-based email is more mobile, more personalized and should integrate into a multi-channel 360 customer experience. If there are still many challenges to making email more popular, it shouldn’t. It is still very effective and preferred by marketers » says Benoit Ene, Director of Solutions Consulting, Experian Marketing Services France.

BtoC Study Methodology: Survey based on an online survey run by the independent Research Now company, between 17 April and 21 May 2015 on a sample of 1,200 respondents after adjusting for socio-demographic criteria (age, gender, CSP) allowing for a better representation of French language Internet users.

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The EMA BtoB study by Sncd, Reed Data, Combbase, SOS Files, and EMA BtoB only analyzes incoming emails in a professional context. It is clear from this investigation that:

  • Respondents receive an average of 46 emails per day, 11 of which are advertising emails (a very slight decrease compared to 2014).
  • The computer remains the main station used for professional email consultation, but the weight of smartphones and tablets is not insignificant, hence the importance of organizing the responsive design for sending email.
  • The desire to be informed (51%) remains the primary motivation for opening an advertising email. “Respondents noted four main benefits of advertising email in the context of professional activity: discovery of new products, competitive intelligence, response to a specific need and access to promotions. Notably, more than 30% of professionals said again this year that they had purchased a product or service after Receive an advertising email. »
  • The actions that professionals perform after receiving an advertising email are significant: 35% are more likely to go to the sender’s site, 14% to fill out a contact form, 12% to request a quote and 6% to contact social networks.

Other fast food: According to the results of this survey, there are four to five factors that prefer to open advertising emails: “The relevance of the object, the knowledge and trust of the sender, the personalization of the object (-6 points) and the time of receipt (+ 26 points). The attractiveness of an advertising email also depends on the teaser text and images.”

To enhance message transmission, an email professional should ideally do the following:

  • Presenting content that can be read without displaying visual elements (76% of cases) thanks to texts that deliver benefits to the user from the top of the message. Only 21% of Internet users take action to download photos.
  • To be accompanied by a reassuring statement such as a reference to membership in a professional organization and/or obtaining an ethical mark. This element of reassurance is strong for internet users (62%).
  • They are transmitted approximately at peak times, i.e. in the morning between 7 am and 9 am (19% to 24% of connections depending on the station) and in the afternoon after 7 pm (9% to 66% of connections depending on the station) .

methodology: The EMA BtoB Survey is based on an online survey, sent in June 2015 to more than 200,000 professional contacts from the professional profile of trade fair visitors from Reed Expositions France and corporate and self-employment files from Combbase and SOS Files. The sample includes 888 respondents representing 11 sectors of activity and 9 major functional groups.

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