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The message to collect data and information on our customers has been loud and clear for a while and this still stands. Follow best practice, send targeted relevant campaigns and communicate with consumers rather than at them is all sensible advice. However it is also important to look at the changing external factors which affect what we as marketers also need to take into consideration both when collecting information and communicating with consumers.
How many personal email addresses individuals have?
|
TOTAL |
GENDER |
AGE |
Male |
Female |
18 - 24 years old |
25 - 34 years old |
35 - 44 years old |
45 - 54 years old |
55 + years old |
1 |
40.70% |
37.40% |
44.40% |
39.00% |
35.40% |
42.30% |
44.00% |
42.70% |
2 |
30.80% |
32.80% |
28.70% |
35.90% |
37.20% |
28.60% |
28.10% |
25.70% |
3 |
11.50% |
12.20% |
10.80% |
10.10% |
15.10% |
12.70% |
8.20% |
10.60% |
4 |
4.50% |
5.50% |
3.40% |
5.70% |
5.20% |
5.10% |
2.20% |
4.00% |
5 |
0.70% |
0.20% |
1.20% |
0.60% |
0.40% |
0.40% |
1.10% |
0.90% |
More than 5 |
11.80% |
12.00% |
11.60% |
8.70% |
6.70% |
10.90% |
16.50% |
16.10% |
Source: Zussi Research Omnibus Survey 2008
Research undertaken by Zussi Research shows that 30.8% of individuals have two personal email addresses, and 11.8% have more than 5 personal email addresses. The majority of individuals who have more than one email address use different email addresses depending on what they are using it for. Their main email is only used if it is deemed a key service or product. They then have one or more email addresses they use for marketing offers, freebies and special offers and then the least used email address for things they are not sure of, or they suspect will receive lots of information.
This information can be used in different ways depending on the type of company, but generally means when collecting email addresses it is important that you do what you can, to get their main email - reassure them about what you are using their data for, give the option to give you a different email address for different purposes.
|
TOTAL |
GENDER |
AGE |
Male |
Female |
18 - 24 years old |
25 - 34 years old |
35 - 44 years old |
45 - 54 years old |
55 + years old |
1 once a day |
31.10% |
29.80% |
32.40% |
27.80% |
31.40% |
40.90% |
29.20% |
24.00% |
2 times a day |
18.60% |
15.50% |
22.00% |
12.50% |
16.50% |
21.50% |
18.10% |
22.80% |
3 times or more every day |
39.30% |
44.00% |
34.30% |
42.70% |
42.10% |
28.30% |
40.60% |
45.00% |
1 once a week |
1.30% |
2.10% |
0.40% |
2.50% |
0.00% |
2.10% |
1.10% |
0.90% |
2 times a week |
1.70% |
1.80% |
1.60% |
2.70% |
2.80% |
1.30% |
1.10% |
0.90% |
3 times or more every week |
7.20% |
5.40% |
9.10% |
10.40% |
6.90% |
5.00% |
9.30% |
5.40% |
Once a month |
0.40% |
0.80% |
0.00% |
0.70% |
0.40% |
0.40% |
0.60% |
0.00% |
Less frequently |
0.40% |
0.60% |
0.20% |
0.60% |
0.00% |
0.40% |
0.00% |
0.90% |
Source: Zussi Research Omnibus Survey 2008
39.3% are checking their main personal email 3 or more times a day. Mobile technology, access to emails and obsessions with social networking mean people are increasing the amount of times they check their emails. This means the timing of your email send is more important than ever. In most cases you will want the user to have time to respond to your communication, but depending on your customer base and the product you sell, this will vary. The most effective way to find out the best time to send the email is continual testing and refining. Don’t limit the testing to comparing open rates though, instead test response rates (it is what the user does once they have read your email; you need to be interested in more than just that they read it).
What people do when they stop using their email account or when they no longer require an email address?
|
TOTAL |
GENDER |
AGE |
Male |
Female |
18 - 24 years old |
25 - 34 years old |
35 - 44 years old |
45 - 54 years old |
55 + years old |
Send an e-mail to the provider to close the account |
12.90% |
12.60% |
13.30% |
16.20% |
7.30% |
11.90% |
13.90% |
16.10% |
Stop using the account without sending a closure e-mail to the email providers |
14.50% |
19.10% |
9.40% |
29.00% |
15.90% |
12.30% |
11.10% |
7.30% |
I still require my e-mail accounts |
72.60% |
68.30% |
77.20% |
54.90% |
76.80% |
75.70% |
75.00% |
76.60% |
Source: Zussi Research Omnibus Survey 2008
How long have users had their email address?
|
Google Mail (gmail) |
MSN Hotmail |
Yahoo Hotmail |
AOL |
BT |
SKY |
Tiscali |
Talk Talk |
Virgin Media |
Other |
Less than 6 months |
20.30% |
5.10% |
8.20% |
3.50% |
18.60% |
21.00% |
5.70% |
18.50% |
4.70% |
10.40% |
6-12 months |
34.60% |
8.60% |
17.60% |
14.70% |
18.10% |
30.50% |
16.70% |
14.50% |
16.30% |
10.00% |
1-2 years |
19.50% |
15.40% |
24.00% |
7.30% |
25.30% |
38.70% |
22.30% |
45.40% |
22.40% |
15.90% |
Over 2 years |
25.60% |
70.90% |
50.20% |
74.40% |
38.00% |
9.80% |
55.30% |
21.50% |
56.60% |
63.70% |
Source: Zussi Research Omnibus Survey 2008
These two charts highlight the fact that you need to regularly cleanse your data. Give users the options to give alternative emails and most importantly make your communications relevant enough to make users want to receive them and the process on your website simple enough for users to update their personal details. Make users want to hear from you and make it possible for them to tell you how.
Sara Watts
Data Media and Research |
