Adapting Email Marketing for the Post-PC World


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Using case studies learn about the different email marketing strategies and tactics needed to succeed in the post-PC world including a discussion on real time optimization and mobile adaptation.

Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Email

Josh Boaz, Managing Director, Direct Agents, Inc. (Twitter @DirectAgents)
Dan Quintero, Co-Founder, AdStack (Twitter @AdStackInc)

Published in: Business, Technology
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Adapting Email Marketing for the Post-PC World

  1. 1. ADAPTING EMAIL MARKETING FOR THE POST-PC WORLD Josh Boaz: Managing Director, Direct Agents Dan Quintero: Co-Founder, AdStack
  2. 2. AgendaExperienceDefining TermsCurrent State of the Post-PC WorldWhy Mobile?Why Mobile Email?Challenges and Opportunities of Mobile EmailCase StudiesQuestions
  3. 3. About Direct Agents Founded in 2003 Named to the 2012 Crain’s Fast 50 List of privately held companies in New York Listed as a top Direct Marketing Agency in Direct Marketing News’ 2012 Agency Business Report Accountable media buys- Expertise managing large scale campaigns tied to performance Developed relationships with top tier email and mobile publishersOur Full Service Agency Approach
  4. 4. About AdStackReal-Time email optimization – always show the most engaging contentA/B/n test email campaigns as they run – eliminate the need for split sendsSegment users with proprietary and third part data on-openViewing experience optimized per device – Android, iPhone, Tablet, DesktopBuilt in performance and analytics dashboards Actual performance increases: +50% Increase in CTR vs. Single Content +28% Increase in CTR vs. Traditional A/B/n Testing +53% Revenue
  5. 5. Defining TermsEmail Marketing Acquisition email vs CRM emailWhat is the Post-PC World? By 2013, mobile devices will overtake PCs as the most common web access device worldwide (Gartner, 2010)What is Mobile? Smartphones Tablets
  6. 6. Current State of the Post-PC WorldSmartphone and media tablet sales are increasing dramatically • 660 million smartphones and 106 million media tablets forecasted to be shipped globally in 2012, up 33% and 53% from 2011 respectively44% of all Americans age 12 and over own a smartphone, representing half of allcell phone owners (Edison Research, 2012)
  7. 7. Current State of the Post-PC WorldApproximately 70% of smartphone users purchase from their smartphones everymonth, 30% of purchasers spend $20 or more
  8. 8. Current State of the Post-PC WorldApproximately 80% of tablet users purchase from their tablets every month, 46%of purchasers spend $20 or more
  9. 9. Current State of the Post-PC WorldAndroid is the dominant mobileoperating system among smartphoneusers, iOS is a close secondRecent buyers are mainly splitbetween Android and iOS withAndroid slightly ahead
  10. 10. Why Mobile?Reach your target customers with the right message at the right time, no matter where they are. According to ComScore there are over 100 million smartphone users in the US Forecast from eMarketer predicts the number of US tablet owners to more than double from 33.7 million to nearly 70 million in 2012
  11. 11. Why Mobile?Advanced ad targeting including by geo-targeting, operating system, device, timeof day, content or keywords, demographics and moreSophisticated campaign tracking and analytics tools available
  12. 12. Why Mobile Email?669.5 million people used mobile email in 2011 and the number is expected togrow to 2.4 billion by 2016 (Portio Research, 2012)According to a study by ReturnPath, email opens on mobile devices (smart phonesand tablets) grew 82.4% in the past year and is currently on track to surpass bothwebmail and desktop email views by as early as this summerOf the 27.39% of emails opened using a mobile device, 20.63% of emails wereopened on a smartphone, with 6.76% being opened on a tablet (Knotice, 2012) Source: Litmus, 2012
  13. 13. Why Mobile Email?43% of mobile email users check email four or more times per day compared to29% of those who do not use mobile email (Merkle “View From the Digital Inbox 2011″)Over half (56 percent) of U.S. consumers said that they’ve made at least onepurchase using their smartphone as the result of a marketing message theyreceived in a mobile email (ExactTarget, 2011)
  14. 14. If all US Mobile Internet time were condensed intoone hour, how much time would be spent in the most heavily used sectors?
  15. 15. Challenges & Opportunities that Advertisers Face with Mobile Email Timing of emails- When is the best time to send an email? Design quandary- Should you design your creative for the mobile opener or for the desktop user? New opportunities- How to take advantage of mobile devices to drive different user behavior from email marketing.
  16. 16. Timing of EmailsPrevious thinking: Time emails so they arrive and are at the top of the inbox forsubscribers when they arrive at workChallenge: Users are now checking their emails as soon as they wake up, while atwork, on their commute home, or while lounging on their couch in front of the TV
  17. 17. Influence of Smartphone and Tablet Devices on Time of Day
  18. 18. Influence of Smartphone and Tablet Devices on Day of Week
  19. 19. Solution for Email TimingDefine your target audienceAnalyze your opens, clicks and conversions ratesOptimize your send timesOptimize your content on-open
  20. 20. Daypart Your Emails in Real-Time AdStack Fingerprinting Technology – email content optimization Load promotion/offer/content to be served based on time of day Indicate time slots for email content Time-sensitive email content served on-open with dynamic conversion flow Publisher Sends One Email Mobile Decision Engine RecipientOpens Email
  21. 21. Design QuandaryChallenge: Should you design your creative for the mobile opener or for thedesktop user?63% of Americans would either close or delete an emailnot optimized for mobile (Knotice, 2012)Out of all mobile openers, only 2.39% of individuals opened the email on both adesktop and mobile device (Knotice, 2012)
  22. 22. Case Study –3rd largest daily deal siteExperiential and visualization heavy email templates30%+ opening on mobile device75% lower CTR and 80% lower conversion rate
  23. 23. Solution: Real-Time Device Targeting & Optimization• Send one email campaign that automatically displays device-specific content (mobile vs. desktop vs. tablet, Android vs. iPhone)• Automatically test and optimize multiple creatives and landing pages per device Click Mobile Creative Mobile Landing Page Mobile Publisher Recipient DecisionSends Email Opens Email Engine When recipient opens email, Click mobile decision engine detects the device and displays the appropriate creative Desktop Creative Desktop Landing Page
  24. 24. Results –Device specific content and conversion flow for tablet, smart phone, and desktop300% increase in mobile device CTR (21% overall)70% increase in mobile device CVR (180% overall)238% increase in revenue per email
  25. 25. New OpportunitiesPreviously: Email has been utilized to create awareness, encourage a sign-up or saleNow: Drive smartphone users to call Incorporate a click to call option driving mobile email openers to call your business or call center upon receiving your emailNow: Drive users to their mobile device Encourage desktop users to input their mobile number so their phone will get a calendar reminder SMS message Add a link into emails received by somebody on their mobile device that will automatically add to their phone a calendar reminder
  26. 26. Case Study –Merchant discovery / geo-fencing shopping mobile applicationDrive app download through targeted email CPM sendsMaximize efficiency of sensitive budget towards application download
  27. 27. Solution - Drive Desktop Email Users to Mobile App InstallsDirect desktop email recipients to a landing page thatencourages an app install using the InstallToMobile websitewidget. Facebook info is pre-filled InstallToMobile Device Detection User enters mobile number1 User clicks 2 User enters 3 User receives a TXT with 4 User is redirected Install To Mobile mobile phone device-specific link to to correct app number app store
  28. 28. Results –Device specific content and conversion flow for desktop and mobileConverted 13% of desktop opens to mobile device download without additionalremarketing effortsReduced cost-per-download by over 3x with desktop-to-mobile installs
  29. 29. Creative Design & Optimization for MobileKeep in mind mobile users are on the go, they have shorter attention spansMobile users are looking at your email on a smaller screenUtilize a clear visual and clear call to actionPC Version Mobile Version
  30. 30. Mobile Creative ExamplesPC Version Mobile Version
  31. 31. Key LearningsMobile is a rapidly growing medium- it is too important to neglectTake into account open, clicks and conversion rates when determining the besttime or day to send out an email campaignUtilize real-time device targeting and optimization in order to boost emaileffectiveness and conversions Take advantage of unique mobile features and incorporate these into your emailcampaignKeep mobile email designs simple and to the point
  32. 32. Thank you for your time. Questions?Josh Boaz Dan QuinteroManaging Director Co-FounderDirect Agents