Email and social trends for 2013
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The new year has barely begun, but it's never too early to predict the trends that will be shaping your email and social marketing in 2013. The nature of marketing can change at the drop of a hat, but keeping up with the changes can keep your business thriving through this year and beyond. Join our marketing team experts as we go over tips to keep your email and social marketing up-to-date.
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Email and social trends for 2013
- 1. Email and Social Trends for 2013 Jill Bastian Training and Education @jillieb3
- 2. Agenda • Email • Mobile – The big player • Social - What to think of this year • Resources • Q&A
- 3. Email (Still) Relevant • 67% give email addresses to companies to receive discounts and promotions • 57% are more likely to buy a product in a store after receiving an email Digital Strategy Consulting
- 5. Mobile Email opens on mobile devices Table from Knotice • 36% of emails are opened on a mobile device • Will hit 50% by the end of this year Stats from Litmus
- 6. Email for Mobile Devices • Text Back up is a must • Keep it slim – 500-600 pixels • Good branding is important • Use buttons • Include a link to view in a browser
- 7. Email Design • Match your branding – but this is not your web page • Easy to read font- How easy is this to read? • Consider font size – use 12px or 14px for easier reading. • Don’t use reverse text – lower lighting on mobiles can make it difficult to read. Don’t Do This!
- 8. Call to Action Buttons • Use Call-to-Action buttons • Fingers cover about 45px • Buttons.verticalresponse.com
- 9. Images • Always use Alt tags • Have a balance – keep important info in text, not images • Downloading images can sometimes take a long time on wifi
- 10. Segmentation • Send relevant content • Keep readers engaged • Grow list Better content = more engagement = Higher ROI
- 11. And always… • Pre-header • Links • Make every email shareable
- 12. What does 2013 hold for social media?
- 14. ROI Social Bakers
- 15. Facebook Google + Twitter LinkedIn Pinterest MarketingProfs stats
- 17. Social Tips • Content is King • Add value • Interact and engage • Mobile
- 18. One Last Thing - Responsive Design Responsive web design is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones)websites respond to their environment Responsive
- 19. Resources • Buttons - buttons.verticalresponse.com • Resources: https://www.verticalresponse.com/marketing- resources 8 Rules for Mobile Emails Simplify Social Media for your Biz Email Design for Mobile and Tablets • VR Blog - Verticalresponse.com/blog
Editor's Notes
- Desktop, mobile and webmail now are all about a third of the market each, with mobile being slightly higher at 36%. This stat does depend on your list so it will vary. The important thing to note is that that this number has risen by about 50% in the last year.Some stats to keep in mind when creating your email campaigns. Mobile phone users will not usually be a huge amount of people in your list, but the number will continue to increase. Plus, nearly everything I’m going to cover today you should be doing in your email marketing already because these are good marketing tips. And while you can use certain HTML tags, you do not have to do special coding for your emails, just keep in mind that these are smaller screens and follow a few tips, most of which you should be doing already anyway. Many mobile phone users will “triage” their inbox – find and respond to anything urgent, delete anything they don’t want and save the rest for later. You want your email to make it to round at two at the least. But, the more people use mobiles for reading their emails, the less likely they are to do this, they’ll consume – or not – your email when they open it. 12.78% of emails are opened on an iPhone, compared to 3.9% on an iPad, 3.15% on an Android, and 0.1% on a Blackberry. - Knotice (2011)
- When it comes to the written content of your email it’s best to think in terms of the bold simplicity of a page from a children’s book. Fewer words. Shorter sentences. Straight to the point. And written in a large, clear font. What is becoming the standard recommendation for mobile is 14-pt for body text and 30-pt for headlines. At that size for a headline, the less words you use, the better. Use clear, large calls to action (CTAs). CTA buttons should be at least 44 pixels square to be friendly to mobile users.Let there be white space. Design with intentional spacing to allow the eye to rest and to make CTAs and other links more visible.If you use images of people, try to have their eyes pointing in the direction of your CTA. We tend to follow the direction of eyes when we look at an image. (source)
- Calls to Action. Simply put, tell your reader what you want them to do. Use clear, large calls to action (CTAs). CTA buttons should be at least 44 pixels square to be friendly to mobile users.Let there be white space. Design with intentional spacing to allow the eye to rest and to make CTAs and other links more visible.If you use images of people, try to have their eyes pointing in the direction of your CTA. We tend to follow the direction of eyes when we look at an image. (source)Increase the size and padding of text link and button CTAs. When pressed against a screen, a finger covers 45 pixels. During a light precise tap, it can target a 30 pixel area accurately, but most mobile email readers are on the go as they read - they aren't always going for precision. Make sure that your CTAs are padded at least 10-15 pixels to avoid frustrating tap errors- your subscribers who are checking email as they walk down the street or step onto a bus will be grateful for the wiggle room. Also, remember that for touch screen users, there is no hover-state for links; if they touch, they click.
- Be bandwidth friendly – Mobile email clients may only download emails partially if for example, they are larger than 50Kbytes in size. , So use images sparingly and keep your featured content near the top.Ensure images and logos use alt text so useful info appears in place of blocked images.Put key information in text. This includes newsletter/company name, article titles, product names, calls to action, contact information, and URLs.Images are a great way to get a point across or break up text, but just try to imagine someone reading your content on a really slow connection with a tiny little screen. It might mean you don’t need that 20th image after all.Put your images on the left and text on the right. Images help guide the eye to the text.Design assuming images won’t be seen. Many email clients turn images off by default. Make sure all of the key information is clear without images.Select images to help tell the story of your email. Don’t put in images just to have images. They need to add value to your message, or they will just act as a distraction.
- Many still make the mistake of considering social media usage strictly an under-30 activity. Yes, 92% of that age group is on Facebook, Twitter, and the like, but 57% of those 50 to 64 years of age and even 38% of those over 65 are also engaged on at least one social network. Should any marketer seriously consider ignoring that portion of a demographic? To quote Mike Bal of the Chicago-based agency, Baseline21, “The biggest change we will see in the next year is that we are over the main hump on the adoption curve. At this point it’s not a specific demographic, it’s all of them from grandmas to elementary-aged children.”
- Return on Engagement (ROE) is the new Return on Investment (ROI). Since engagement correlates with reach, it can ultimately translate into higher click through rates, conversion rates, and more paying customers. While you can reach only 10% of Facebook users with a lower Engagement Rate than 0.01%, you can reach more than 30% by obtaining an Engagement Rate higher than 0.1%. You can increase Engagement Rates by creating content that will drive fans to interact with your posts.Use GoogleAnlytics - goals, Bitly,
- On average, nearly one-half (47%) of social media users say they've taken some type of action offline (e.g., attending an event, meeting someone in person, making a purchase) after interacting with a social networking site, according to a survey from ACTIVE Network.Across the five social networks studied—Facebook, LinkedIn, Twitter, Google+, and Pinterest—Facebook drives the most offline actions overall: 87% of Facebook users have taken some type of action offline as a result of an interaction via the site.Pinterest (70%) ranks second in generating offline actions, followed by LinkedIn (60%), Twitter (56%), and Google+ (37%). Read more: http://www.marketingprofs.com/charts/2012/9671/facebook-pinterest-trigger-more-offline-actions-than-other-social-sites#ixzz2JOxSd3ys
- 1. Brands Usually Post Photos on FacebookSince we monitor over a million social media profiles, we’re able track how brands and users communicate and interact on Facebook. This includes the content Facebook pages share with their audience and how the audience engages with different post types. In August 2012, we found out that 70% of the posts shared by businesses were photos, followed by links (14%), status updates (10%) and videos (6%). A few months later, in December, photos became even more dominant with a 77% share, followed by a drop in links and status updates.
- Links, posts, videos, images, comments, retweets, mentions … the list goes on. Content has always been the pillar of all marketing efforts. There are clear indications that content is going to be even more important in the social media context.The success of websites like Quora proves that people value those that produce genuine, useful, and high-quality content.But you’ll have to combine that with exceptional social media positioning. This means you must:publish on multiple channels, probably several times for reachprovide material that is uniqueoffer vital information directly on social media; people are less likely to click a link through to a website if the information is not very usefulemploy a variety of media to circulate contentWhile it’s important to personalize your entire approach to social media marketing, it’s also important to engage. Without engagement, you leave your audience out of the equation. If you do that, you are nullifying the effect of your social media campaign.If your marketing efforts on social media amount to no more than just posting links, you’re doing it wrong. You need to engage users, customers, and curious visitors so you can change them into potential customers.Engaging users involves:reaching out to them by commenting on relevant activitiesproviding valuable input in discussions on Twitter, Google+, Facebook, etc.giving more: sharing links from websites other than your ownhaving answers (or if not, finding them) for people’s queries, even when they are not addressed to youasking for feedback and acting on it
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