Email Marketing in a Mobile World

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Tamara Gielen, Plan to Engage

Vortrag auf der Email-Expo 2013
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

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Email Marketing in a Mobile World

  1. 1. Email Marketingin a Mobile Worldby Tamara Gielen, Plan to Engage
  2. 2. @tamaragielen• 12+ years of experience in email marketing & eCRM• Author of “Be Relevant” www.b2bemailmarketing.com• Founder of the “Email Marketer’s Club” www.emailmarketersclub.com ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  3. 3. About Plan to Engage• Email & eCRM Strategy• Contact Strategy• Email Design & Coding• Campaign Management• Deliverability Support• ESP Selection• Response Optimization• Workshops & Courseswww.plantoengage.com ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  4. 4. 4 Email Marketing Trendsfor 2013
  5. 5. Trend #1.Email Marketingis Alive and Kicking!
  6. 6. Ranked 2nd in terms of ROI1 SEO 73% 5 Social media 43%2 6 Email Mobile marketing marketing 72% 34%3 PPC 7 Offline direct Source: Econsultancy marketing 56% 32%4 Affiliate Marketing 47% © e-Dialog Inc. All Rights Reserved. 8 Online display advertising 24% ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  7. 7. Social media need email ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  8. 8. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
  9. 9. Trend #2a.From Email Marketingto eCRM and Beyond
  10. 10. CustomerLifecycleMarketing©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  11. 11. Trend #2b.Automation Saves Time &Increases ROI
  12. 12. Wouldn’t you like to… …send more relevantemails, more often with fewer resources? ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  13. 13. FactTriggered emails representsalready 22% of email volume(up from 2,2% in 2011).MarketingSherpa, 2012 DMA Conference ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  14. 14. FactTriggered email messages had96% higher open rates and125% higher clickthrough ratesthan ”batch and blast” emailsDMA Email Experience Council & Epsilon (2012) ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  15. 15. FactTriggered email messagescan generate 3x the revenueand 7x the profit of broadcastcampaignsThe ROI of E-mail Relevance - Jupiter Research, 2005 ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  16. 16. Case Study: Travel Sectortriggered emails = only 3- 5% of email volume but they generate 45% of profits ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  17. 17. How to get started• Map out the Welcome emails customer journey Abandoned shopping carts• Identify relevant Abandoned search events that can serve Order notifications as triggers Status updates• Avoid the creepy factor! Shipping notifications• Test & optimize Surveys/Reviews/Feedback• Consider a triggered Reactivation messages series vs. a single Lead nurturing streams message … ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  18. 18. Trend #3.Deliverability NowAlso Based on MetricsYou Can’t Measure
  19. 19. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  20. 20. Trend #4.Mobile Readershipis Growing Rapidly
  21. 21. Mobile opens increased 123%in 18 monthsSource: Litmus.com ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  22. 22. Results may varyMobile will accountfor 15 to 65% of emailopens, depending ontarget audience, productand email type.eMailmonday - “Party safe mobile email stats” (2013) ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  23. 23. Source: Pew Research©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  24. 24. Same email account,multiple devices90% of smartphoneowners access the sameemail account on mobileand desktop.ExactTarget – “The 2012 channel preference survey” (2012) ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  25. 25. Mobile email influences purchasesMobile purchasing decisionsare most influenced byemails from companies(71%) only surpassed by theinfluence of friends (87%).Adobe“2013 Digital Publishing Report: Retail Apps & Buying Habits” ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  26. 26. The future of email is mobile78% of US email users willalso access their emailsvia mobile by 2017Forrester Research“Email Marketing Forecast 2012 – 2017″ (2012) ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  27. 27. It’s a numbers game… • Population: 6.9 billion • PCs: 1 billion • TVs: 2 billion • Mobiles: 5 billion ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  28. 28. Do you know?48% of marketers don’tknow what percentage oftheir emails are read via amobile device – do you?eConsultancy – “Email Marketing Industry Census” (2012) ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  29. 29. We’re not only dealingwith smaller screens ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  30. 30. But the context changes as well ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  31. 31. People check emails on mobiles:• In bed• In the bathroom• Whilst intoxicated• To kill time• Watching TV• At the Gym•… ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  32. 32. How do we make ouremails mobile-friendly?
  33. 33. Design for the 80/20 RuleWeb users spend 80% of their time looking atinformation above the page fold. Althoughusers do scroll, they allocate only 20% oftheir attention below the fold Source: http://www.useit.com/alertbox/scrolling-attention.html ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  34. 34. Less above the fold ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  35. 35. Bigger fonts ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  36. 36. Design for the finger• Minimum 44x44 pixels ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  37. 37. Space out links & increase size Zettasphere ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  38. 38. Use app-style buttons for CTAs ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  39. 39. Use the pre-header ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  40. 40. subject lines as primary content ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  41. 41. Keep designs simple! ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  42. 42. Gain inspiration from thesimplicity of mobile apps ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  43. 43. But that doesn’t meanyou can’t get clever! ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  44. 44. Consider the weight of the email The W3C advises mobile emails be under 20K Style Campaign ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  45. 45. Responsive design ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  46. 46. Increase font-size©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  47. 47. Resize images©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  48. 48. Adjust layout©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  49. 49. And lots more…• Fixed to fluid containers• 2 column to 1 column• Line-height• Hide images/containers/content• Change alignment i.e. left to centre• Rework navigation•… ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  50. 50. Consider:If you’re hiding content,just how imperative is it? ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  51. 51. Optimize your landing pages! ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  52. 52. Make forms short & simple ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  53. 53. Your homework assignmentFirst:• Find out what percentage of your audience reads your emails on a mobile device• Adapt your templates for mobile readership ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  54. 54. Your homework assignmentSecond:• Sit down and have a good look at last year’s metrics• Make a list of what went well, and what didn’t• Remember that testing is the only road to success ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
  55. 55. Thanks!• Tamara@PlanToEngage.com• +32 477 666 930• @tamaragielen• www.linkedin.com/in/tamaragielenCheck out our educational email marketingwebinars: www.brighttalk.com/channel/8461 ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com

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