Gary Moore, Sapient Nitro.pdf - IAB UK

The Email Landscape 

Garry Moore, Head of Planning, Sapient Nitro 

iabuk.net/contact 

19 July 2012

Garry Moore 

Chairman of the email council 

Head of Planning 

SapientNitro 

© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION 2

About Us 

• Founded in 1990, Nasdaq listed since 1996 

• 10,000 people in 40 offices worldwide 

• One company, One P+L, across multiple 

disciplines and geographies 

© 2012 SAPIENTNITRO | A DIVISION OF SAPIENT CORPORATION 

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About Us 

An integrated marketing 

and technology company 

focused on creating 

positive change and 

growth for our clients. 


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Recognised by our peers 

12 Cannes Lions in the past 3 years 

SapientNitro believes the real impact of changing behaviours is that brands 

need to engage with consumers in ways they want to be engaged; that they 

need to embrace media and channels without preconceived notions of 

'traditional' or 'digital'. 


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The Email landscape 


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Rumours of my demise have been greatly exaggerated 


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• “73% of online consumers start their day reading 

emails” Exact Target 2011 

– Mobile users are checking their emails just before bed and when they wake up 

(They are also checking Facebook). 


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Released today 

27% of adults 

owned a 

smartphone 

2011 

39% of adults now 

own a smartphone 

2012 

42% regularly use 

social media 

51% regularly use 

email 


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Lets look at Mcommerce across Europe 

• Mobile commerce is expected to make up 6.1% of all online 

sales in Europe in 2012 

• Over the last three years Mcommerce in UK, Norway and 

Sweden has grown annually at a rate above 80% 


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• If mobile is changing how we use email and this is 

being driven by smartphone penetration is this going 

to grow? 


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Based on current growth levels 

Smartphone penetration will skyrocket in Western Europe over the next 

five years 

Source: Forrester – Western European Mobile Forecast– Dec2011 


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Mobile fuels the shift from linear to Media Flow 

A linear journey via off line channels 


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Mobile fuels the shift from linear to Media Flow 

A linear journey via off line channels 

However Consumers have never been able 

to follow a linear flow. 

Our thought processes follow a Life 

Flow which is similar to what we now 

have mimicked as Media Flow 

Joined up data will allow us to 

offer relevant messages at key 

trigger points 


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“We step from the life flow to the media flow. 

You drop in without noticing it." 

• This new way of consuming media also means that 

people are "constantly oscillating" between buying 

and non-buying mode. 


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In order to better service your customers 

you will need to map out the triggers 


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Multi-tasking is the norm with Smartphones 


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Media flow – Getting the Right Attention by understanding the 

trigger 


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The ROPO Model: Connected Sales 

Experiences 

ROPO (Research Online Purchase Offline) 

• Tell me if this sounds familiar. You’re walking around a shop 

or shopping centre, and all you see is the tops of people’s 

heads as they’re buried in their phones. Many of these 

people are researching their next purchase. What’s the name 

of that thing again? Can I get a better price by comparison 

shopping? Does it come in white? 

• We need to better manage this experience. 


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ROPO driving sales 

92% of respondents have used the internet on their mobile to 

research products or services, and as a result nearly half went 

into a store to buy that product. 


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Mobile Activities UK 

• Finding the store location is the top m-commerce activity amongst the UK 

smartphone users 

• Majority of the UK mobile internet users compare prices on their mobile s while instore 


Source: eMarketer 

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So we know people are using it, is it still selling 

93% 

The number of UK 

online consumers that 

have given their email 

address for the purpose 

of receiving 

permission-based 

emails from at least 

one company 


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74% 


online adults that have 

stated email as their 

preferred method of 

commercial 

communication 


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54% 


online consumers that 

are becoming 

particular about who 

they give their email 

address to 


So relevancy is 

important (pretty 

obvious) 

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1% 


retailers out of 500 

surveyed that have a 

welcome program 


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Email Sales 

from 10% 

Clothing Brand that 

went from 

broadcasting 1 email to 

segmenting and 

sending less 

to 17% 


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57% 

Percent of internet 

users worldwide that 

said they are more apt 

to buy a product in a 

store after getting a 

marketing email 

"Global Perspectives: a Study of Consumer 

Attitudes to Digital Marketing" 2011 


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59% 

Percent of US and UK 

Internet Users said the 

reason for not regularly 

opening/reading email 

marketing messages is 

that they come too 

frequently 




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55% 

percept of consumers 

stated they do not 

open and read 

messages regularly 

because they don't 

match their areas of 

interest 




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In Summary 

Email is not dead (along with social networks) is the first and last thing that 

gets checked 

Mobile inboxes are Always on 

Mobile internet will be a key part of the in store experience 

The number of smartphone devices are increasing rapidly YOY 

Relevancy is a Key Driver 

Understanding trigger points from the data is key 

Mobile users interact whenever they have dead time 

Connecting Data and systems with consumer needs will be key to delivering 

products and services on their terms 


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Remember: Email subscribers spend more 

• If you engage them on their terms not yours 


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Thank you: 

• Garry Moore 

• Head of Planning 

SapientNitro 

The Glassmill 

1 Battersea Bridge Road 

London SW11 3BZ 

United Kingdom 

• Desk: +44 207 326 9191 

Mobile: +44 7989 327 817 

Fax: +44 207 326 9192 

Email: garry.moore@digitalanddirect.com 


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Appendix 

© 2012 COPYRIGHT SAPIENTNITRO 2009 SAPIENT | A DIVISION CORPORATION OF SAPIENT CORPORATION 

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The Average Household/Consumer in 2012 

• The average household buys 21 items a day. dunnhumby 2011 

• The average individual is exposed to 1,009 commercial 

communications daily. Accenture 

• Brands that embed themselves within the media 

flow have ample opportunity to reach consumers. 

• Hamish Pringle added: "Navigating the flow is crucial. The skill 

is putting a brand into the flow where and when it engages the 

consumer." 


Hamish Pringle, former Director General of the IPA (The Institute of Practitioners in 

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Gary Moore, Sapient Nitro.pdf - IAB UK

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