As new modes of communication become increasingly popular, we read a lot about how different audiences prefer one form of communication over another. Teens prefer texting, college students prefer social networks, etc. So, where does email fit in now, and what can we expect in the future?
While there is extensive research on the emergence of new communication tools, most of this has focused on adoption statistics instead of the attitudes of the adopters. ExactTarget and Ball State University's Center for Media Design recently collaborated to research and understand how different target audiences leverage these tools and the implications this has for direct marketers. To do so, we developed six distinct personas for commonly targeted marketing audiences:
- Teens: High school students between 15 and 17 years old.
- College students: Full-time students, primarily 18-24 years old.
- Young homemakers: Females, between the ages of 18 and 34, who consider "homemaker" as their primary occupation.
- Wired professionals: College educated, 18- to 34-years-olds, no kids, employed or self-employed, income more than $35,000 annually.
- Established professionals: Professionals employed full-time, age 35 or older, with an annual household income greater than $75,000 per year.
- Retired: Retired persons, primarily 55 years old or older.
As you would expect, attitudes differ toward the "appropriate" use of email, text messaging, social networks, and other direct marketing channels even within these groups, but there are six clear trends to consider when designing online messaging programs for these target audiences.
1. Email is the common foundation. Period.
No matter how you slice it, email has more influence on online purchasing that any other digital marketing medium. Even among teens -- the least likely to engage email on a regular basis -- email marketing messages influence more conversions than text messaging, social networks, and instant messaging combined.
Subscribers of every age feel permission-based emails are an acceptable way for companies to communicate with them on a regular basis. So, when expanding to emerging channels, develop ways to integrate email into the strategy. Remember to include email reminders that draw people back to your social environments or capture email addresses as part of a text campaign so you can expand the dialogue in a channel that gives the subscriber a greater sense of control.
2. Teens are most receptive to marketing through new channels.
This is relative, as email is still the most acceptable way for marketers to communicate. Especially with texting, there are big risks along with the big potential rewards. SMS is a highly personal medium, so think of it like walking into a party. Are you cool enough to be there? If you come off as a geek crashing the party, watch out! Teens like to share their experiences, and an improper or annoying text message can push them to share their displeasure with friends.
A safer approach is to allow teens to initiate dialog, complete the immediate dialog in text, and convert the permission to email to foster an ongoing relationship. Text messaging is not off limits, but let the teens themselves initiate those transactions.
3. College students live siloed digital lives.
When it comes to this demographic, social networks and SMS are for interacting with friends, while email is used for interacting with members of the "adult" world, such as professors, potential employers, and even parents and grandparents. While marketing messages get categorized as part of this adult world, students tend to interact with this world very regularly.
College students actively sign up for their favorite newsletters and brand emails and, interestingly, some branded emails are not perceived as marketing. For example, one college student spoke of his obsession with Apple's email program. "I just love seeing the new things they have coming out, but it's not really marketing," he said.
This may explain why college students are less likely than other consumers to say that any direct marketing has ever influenced a purchase. The goal we need to strive for is "un-marketing," where our brand and value proposition become so intertwined that marketing is perceived as a public service.
4. Young homemakers don't like being interrupted.
While some young homemakers use new media channels, like social networks and text messaging, they don't want marketers bugging them through these channels. They have two channels open for marketers: direct mail and email.
They want to be in control when they look at their inboxes. As lowly as it may sound, email offers may simply be a digital form of direct mail, and home makers will wade through the "junk mail" in a single sitting when they get a break from their other responsibilities. For this group, the most important thing is finding the right information when they want it. Email needs to be straightforward and easy to categorize. Focus on creating a clear subject line and call to action to keep these home managers engaged with your program.
5. Wired users will pick the right channel for the job.
Wired subscribers have the most uniform and distinct preferences about which messages should be delivered via which channel. For example, promotions and confirmations should be sent through email, customer service notices (such as travel updates or fraud alerts) should be sent through SMS with a cellphone call as backup, and advertising on social networks is frowned upon -- with the exceptions being surveys and games.
These subscribers are constantly connected through email, the web, social networks, mobile phones, and SMS. They want to tell you how you should send different types of messages. If you are targeting this group, it's time to get your emerging channels up. Once you have these capabilities, take a look at your preferences center and give consumers a wide range of choices for receiving messages. If you don’t, they will find someone else who will.
6. The big fish like email.
In all the talk about "the next big thing" and the allure of young, hip audiences, don't overlook the fact that the wealthiest online audiences are still not heavily engaged with emerging technologies. Established professionals are heavy online shoppers, have considerable disposable income and have spending authority in the workplace. Email is the overwhelming preference for written communication and digital marketing communications. After email, this demographic is more likely to send snail mail than a text message, even though many have SMS-capable cellphones.
This demographic is very engaged with email promotions and newsletters. In fact, they are most likely the most engaged subscribers on your list today. For these folks, keep up the good work!
Conclusion
As we look to the year ahead, it is important to look at how emerging channels might be integrated into the overall marketing mix. Permission email is central in these efforts as it communicates in a manner that is comfortable and widely accepted by subscribers. These insights should help you make informed decisions about where and how to focus the expansion of your digital one-to-one messages.
Morgan Stewart is director of research and strategy for ExactTarget.
