SurveyMonkey is the world’s leading provider of web-based survey solutions, trusted by millions of companies, organizations and individuals alike to gather the insights they need to make more informed decisions. When we were putting together our A Day in the Life infographic, they were one of the first Message Systems customers we decided we wanted to feature because we’re big SurveyMonkey fans here. In fact, we’ve used SurveyMonkey repeatedly to do market research on trends in email marketing and mobile messaging.
Way back in 2011 we used SurveyMonkey to ask consumers who were actively engaged in digital message-based interactions with businesses online how they were using their smartphones and the various message channels. We collected all the most interesting findings from that study in our Survey of Consumer Messaging Preferences paper. It’s fascinating to look back at some of the numbers we turned up at the time.
For instance, we found that 25% of smartphone owners using their phone rather than a desktop computer to go online. Seemed like a “wow” stat at the time, but it was really just a harbinger of things to come. More recent research finds that 60% of smartphone owners surf the web on their phones now, and as much as 65% of all email gets opened first on a mobile device. That first study also found that younger consumers were more likely than older consumers to use IM to communicate with companies they do business with on a regular basis, by a rate of 72% to 7%.
The second study we did using SurveyMonkey resulted in our Marketing Channel and Engagement Benchmark Study paper. That one was a survey of our customer base and the wider email marketing community, and was more focused on what was happening with email trends and metrics, especially email deliverability and marketer spend on cross-channel marketing. We were keying off a study, current at the time, by the Direct Marketing Association finding that ROI for email marketing dropping by 25 percent over a five-year period. Message Systems customers didn’t seem to be affected by that trend, however, with 70% reporting their ROI for email had trended upward over the same time period.
We also got some interesting data on channel spend, with the vast majority – 97% of respondents – reporting that they spent on email marketing, and uncovered pretty healthy mobile marketing numbers too, with 16% reporting that they were using SMS text marketing.
In both these cases SurveyMonkey made it really easy for us as a marketing organization to get some valuable insights into our target market, and also build out some engaging content to drive media interest, demonstrate thought leadership and use in our lead generation efforts.
Thanks to our friends at SurveyMonkey for being a valued Message Systems customer, and such a helpful resource for our own marketing efforts too!
Looking to get started on a mobile marketing campaign? Forrester’s VP & Principal Analyst, Julie Ask presents a 4-step plan for engaging with customers on mobile in the Go-to Guide for Mobile Engagement webinar!