EMAIL PLUS MOBILE Interactions - Experian plus mobile interactions An Experian Marketing Services white paper | Page 6 Men versus women — Who’s buying which products? Men and women

An Experian Marketing Services white paper

EMAIL PLUS MOBILEInteractions

Email plus mobile interactions

Page 1 | Email Plus Mobile Interactions

For email marketers, addressing the varying ways subscribers can receive and open emails is crucial to overall campaign success. As smartphone and tablet usage continues to proliferate, we now are seeing many campaigns with the majority of opens occurring on mobile devices.

Consider this, Gartner forecasts that worldwide shipments of tablets will total 197 million units in 2013, a 69.8 percent increase on 2012 shipments of 116 million units. The firm also projects that the total smart devices market will grow 9 percent this year to reach 2.4 billion units.1

With the market growing at this incredibly fast pace, understanding the impact of mobile on email marketing campaigns is a necessity.

Checking email on mobileWho checks email on mobile devices?Adults of all ages appear to use their smartphones or tablets for viewing emails.

0%

20%

40%

60%

80%

100%

65+years

55–64years

45–54years

35–44years

25–34years

18–24years

Smartphone Tablet

83%79% 76% 74% 74% 76%

82%80% 80% 80% 79% 80%

Among smartphone and tablet users, all age groups check email on their devices

Among tablet users, those age 65+ are most likely to check email on their device

Source: Experian Marketing Services’ Simmons ConnectSM study, fall 2012

1 Forecast: Devices by Operating System and User Type, Worldwide, 2010-2017, 1Q13 Update, Gartner, Inc., March 28, 2013.


An Experian Marketing Services white paper | Page 2

When do people check email on their smartphones?When studying patterns of consumer mobile usage, Experian Marketing Services found that 80 percent of smartphone users reported checking their email on their phones within the past seven days. The rate at which email is viewed on smartphones varies throughout the day. As shown in the graphs below, more than 50 percent of smartphone users check email each hour from 8 a.m. through 9 p.m.

Early morning

0%

25%

50%

75%

100%

5 a.m.4 a.m.3 a.m.2 a.m.1 a.m.12 a.m.

22% 15% 11% 10% 13% 23%

Morning

0%

25%

50%

75%

100%

11 a.m.10 a.m.9 .m.8 a.m.7 a.m.6 a.m.

37%49% 53% 56% 57% 57%

Afternoon

0%

25%

50%

75%

100%

5 p.m.4 p.m.3 p.m.2 p.m.1 p.m.12 p.m.

56%57% 57% 57% 57% 57%

Evening

0%

25%

50%

75%

100%

11 p.m.10 p.m.9 p.m.8 p.m.7 p.m.6 p.m.

56% 53% 53% 50% 45%33%

Percent of smartphone users checking email

Source: Experian Marketing Services’ Simmons ConnectSM study, fall 2012

More than 50 percent

8 a.m. through 9 p.m.

of smartphone users check email each hour from



Email plus mobile campaign analysis by platformTo dig deeper into the relationship between mobile and email, we analyzed email campaigns that used a Litmus pixel code and the Litmus Email Analytics tool to identify the platforms on which emails are opened, as well as unique click and transaction metrics from Experian Marketing Services.

The study included results from 5 million openers in response to 29 campaigns sent from seven brands in the past 12 months.

The platformsEmail opens, clicks and transactions vary depending on the platform or platforms on which the open occurred. For this study, we grouped subscribers into five platform categories:

Subscribers who opened only on a desktop, typically through a client such as Outlook®

Subscribers who opened via a Webmail service only, typically through a desktop with any free service such as Gmail, AOL Mail or Yahoo! Mail

Subscribers who opened only on a mobile device

Subscribers who opened two or more times, at least one of which was on a mobile device

Subscribers who opened two or more times, with at least one on Webmail and at least one on desktop

Desktop-only

Webmail-only

Mobile-only

Mobile combo:Mobile + Webmail or desktop

Other:Webmail + desktop



Unique opensLooking at the average percentage of unique opens per platform, we found that 50 percent of unique opens occurred on a mobile device, while desktop-only and Webmail-only each received 23 percent.

Unique clicks Mobile-only also received the highest percentage of unique clicks, but that percentage dropped to 40 percent, compared with the 50 percent we saw with unique opens.

It is important to remember that these are averages and platform preferences can vary within and across brands, segments, offers and products. While the average percentage of unique clicks received by Webmail was less than that of mobile-only openers, Webmail was the lead platform for clicks for half of the mailings in this study.

Transactions The strength of the other platforms outside of mobile becomes most obvious when looking at transaction behavior. Webmail was first, with 48 percent of all transactions, while desktop received the second-largest percentage (25 percent) of transactions. Webmail was the leading platform for transactions on more than 80 percent of the campaigns. Customers appear to be opening on mobile but are more comfortable making their transactions on the larger screens of other platforms.

The 13 percent of transactions from the mobile-only group likely occurred on both smartphones and tablets. Taking a deeper look at mobile, we identified how popular mobile devices performed for various metrics. The iPhone® was by far the most commonly used mobile device for opens and clicks, but the iPad® was used more for transactions. The larger screen of the iPad® may be driving this choice of device, much like the desktop and Webmail preferences we saw for overall purchases. AndroidTM phones were third for opens and transactions but second for clicks.

68%19%

13%

57%15%

20%

40%48%

12%

The iPhone® was the most popular mobile device for opens and clicks,but the iPad® was used more for transactions.

0% 10% 20% 30% 40% 50% 60% 70% 80%

Transactions

Unique clicks

Uniqueopens

iPhone® iPad® Android™

Source for all charts on this page: Experian Marketing Services®

50%

3%

1%

23%

23%

Half of all unique opens occurred on a mobile device

Mobile-onlyWebmail-only Desktop-only

Mobile-comboOther

39%

6%

2%18%

35%

Mobile received the largest percentage of unique clicks, but webmail was a strong second

13%

11%

3%

25%

48%

Almost half of transactions occured on webmail, with another 25% on desktop



Mobile purchasesExperian Marketing Services’ Simmons New Media Study found that both smartphones and tablets were used to purchase a broad range of product categories. It is important to keep in mind that there are many more smartphone owners than tablet owners; so while both groups showed active purchasing behavior, the sizes of the groups are very different.

0%

10%

20%

30%

40%

50%

BooksAuctionitems

Tickets tomovies/events

MusicElectronicsApparel/accessories

Top product categories purchased on a mobile device

Source: Experian Markeitng Services’ Simmons New Media Study, Fall 2012

32%

48%

42%40%

33%

25%

47%

24%20% 19%

15% 14%

Percent of smartphone owners purchasing Percent of tablet owners purchasing

The strength of the interaction between email and mobile is further exemplified by the statistics given below, which highlight email as being a key driver for many consumers’ mobile purchases.

38 percent

more than 20 percent

41 percentof smartphone users

of both smartphone and tablet users

of tablet users

Links sent in an email from a friend strongly influenced the purchases for

Information sent in an email from an advertiser strongly influenced the purchases of

(Based on Experian Marketing Services’ Simmons New Media Study, fall 2012)

Email plays an important role in consumers’ decisions to make a purchase on a mobile device:



Men versus women — Who’s buying which products?Men and women also were likely to make different choices regarding what they purchased on a smartphone. Men were 38 percent more likely than an average adult smartphone user to purchase stocks or bonds, while women were 11 percent more likely to purchase pharmaceuticals. Men overindexed on 62 percent of the product categories for purchases on smartphones (eight of the 13 categories), while women overindexed on just 38 percent (five of the 13 categories).

Top items likely to be purchased on a smartphone by men and women


138

129

129

123

120

116

115

106

111

109

107

104

101

Men Women Index to all adults

80% 90% 100% 110% 120% 130% 140% 150%

Tickets toMovies/Events

Personal Care/Toiletries

Toys/Games

Books

Pharmaceuticals/Drugs

Apparel/Accessories

CharitableDonation

Music

Travel Services/Reservations

Food

Electronics

Auction Items

Stock/Bonds/Mutual Funds

38 percent more likely

11 percent more likely

to purchase stocks or bonds

to purchase pharmaceuticals

Men were

Women were



Who’s most likely to purchase from mobile?In addition to varying by gender, the likelihood of making a smartphone purchase also varies by age group.


I am likely to purchase products I see advertised on my cell phone Index to all ages

0 50 100 150 200 250

65+

55–64

45–54

35–44

25–34

18–24

Adults between the ages of 18 and 34 overindexed on their likelihoodto purchase products they've seen on their cell phones



How to ensure your brand is effectively leveraging email plus mobileAs we have seen, email and mobile interact in complex and variable ways. It is important, therefore, to optimize your campaigns to target the appropriate demographic groups across multiple platforms.

Key takeaways and tips for optimization:• Analyze your subscribers’ platform and device preferences regularly to identify

trends and monitor changes for all segments.

• Leverage platform preferences and engagement metrics to identify key subscribers for future targeted offers.

• Make sure that your email creative is designed for mobile. Experian Marketing Services can provide responsive design templates that automatically adjust email layouts to deliver a consistent experience for customers across platforms. Case studies of brands testing responsive design have shown increases of up to 63 percent in click rates and 18 percent in transaction rates when using responsive design.

• Mobile tablet use is gaining in popularity each year. With the popularity of the iPad® as the mobile device of choice for transactions, it is important to ensure that emails render properly on tablets. Also, consider developing a tablet-specific app for your brand to further engagement and promote transactions.

For more information about how you can leverage mobile to create more effective email marketing programs, please call 1 866 626 6479 or visit us online at www.experian.com/marketingservices.

63 percent increase

18 percent increase

in click rates

in transaction rates

Brands testing responsive design have seen up to a

and an

Experian Marketing Services955 American LaneSchaumburg, IL 601731 866 626 6479www.experian.com/marketingservices

© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

09/2013

Intelligent interactions.

Every time.

EMAIL PLUS MOBILE Interactions - Experian plus mobile interactions An Experian Marketing Services white paper | Page 6 Men versus women — Who’s buying which products? Men and women

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