2011 The future of email

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  • 2011 The future of email

    1. 1. The future of e-mailing:Focus on Deliverability, Social and Mobile Trends Bruno FLORENCE Consultant Florence Consultant
    2. 2. Consulting Company email & cross-Channel marketing Expertise Training Research Multi- Email channel ‘How to Academy CRM select your email provider’ Email report Enterprise Marketing 2B Florence
    3. 3. Some References Choix d’outils Bilan/Audit E-mailing CRM Multicanal Délivrabilité 3B Florence
    4. 4. More Information www.pignonsurmail.com www.florenceconsultant.com 4B Florence
    5. 5. Agenda Deliverability Social Networks Mobile Future 5B Florence
    6. 6. Email Routing Figures / France 2010
    7. 7. Volume: + 44 % Email sent in France (2010 – Billions) 100 98 billions 90 80 + 44% 70 68 60 emails 57 sent 50(billion) 40 30 20 22 12 10 4 - 2005 2006 2007 2008 2009 2010
    8. 8. Increase in email pressure No. of emails per consumer per dayNumber of emails/day 7,02 8.00 7.00 5,30 6.00 4.84 5.00 4.00 3.00 1.97 2.00 1.23 0.44 1.00 - 2005 2006 2007 2008 2009 2010
    9. 9. SPAM Categories for an ISP or Webmail Spam Litigious Emails 9B Florence
    10. 10. Trends • ISPs/Webmails know how to filter the ‘black’ spam • Users want tools to sort and manage Commercial emails Personal emails Spam • ISPs/Webmails have implemented Automatic tools for sorting emails Filters based on individual behaviours Emails categorization 10B Florence
    11. 11. Examples 5 pts Opened & Clicked 2 pts Opened Opened & 7 pts Answered Stored in the 1 pt folder Propensity Score ChateauOnline : 15 11B Florence
    12. 12. Examples 2 pts Opened -3 pts Deleted Deleted -3 pts Deleted -3 pts Propensity Score ChateauOnline : -7 pts 12B Florence
    13. 13. How to Improve Deliverability? • Improve consumers engagement • Improve the following techniques 25 % Routing technical architecture 40 % Database quality 10 % Email content 25 % Campaigns frequencyB Florence 13
    14. 14. New KPIs To Measure Engagement • Measure how long the email has been opened Proposed by Litmus EmailAddress a.demoulin@dolist.net Engagement MailClient Forwarded Outlook MailClientDetail agnessol@netetcom.com 2s Outlook Outlook 2010 alain.assouline@advensoft.com 17 s Outlook Outlook 2007 alex.gonzva@dormane.fr 10 s Thunderbird Thunderbird 3 • Measure how the email is read Device (mobile, tablets, etc.) Reading software (Webmail, Outlook…) • Measure engagement on Social Networks Sharing Influencing Visiting social networks 14B Florence
    15. 15. Plan Deliverability Social Networks Mobile Future 15B Florence
    16. 16. B Florence
    17. 17. eCircle Research: Interactive Dialogue with Facebook, Twitter, email & Co • Research Methodology: Method: on-line panel / France When: September 2010 Population: Adults 14-69 years No. of valid answers: 1,225 17B Florence
    18. 18. Social Network Most Used Younger Community 18B Florence
    19. 19. Usage Per Channel Users distribution across channels 6% Email: 100% of responders Newsletter: 90% of responders Social Networks: 62% of responders 56% 4% Email + newsletter + SN 56% of responders can be contacted via ALL channels Email + newsletter 34% of responders can be contacted by email + newsletter but not SN Email + SN 6% of responders can be contacted by email +SM but not by newsletter 34% Email 4% of responders can be contacted ONLY via email 19B Florence
    20. 20. Distribution Per Channel and Age • 50+: Newsletters • 20-39: All communication channels • 14-19: Reduced engagement with NewslettersB Florence 20
    21. 21. SNCD Research Methodologyo On Line questionnaire / Franceo From June 23, to July 9 2011o No. of valid answers: 2,264o Representative for Age, Sex and Occupationo Representative of Social Networks users
    22. 22. Sharing Information
    23. 23. Loyalty in Danger
    24. 24. What do They Expect?
    25. 25. Fan Pages: some statistics 25B Florence
    26. 26. Social Users Segmentation 12 %To reconcile with CRM 26% Minutes par jour 26
    27. 27. Reconciliation Between CRM and Social Networks • Promote Social Networks • Share Data Sharing Influencing • Forms in FB Gathering fans addresses • Personalized pages Personalized Dialogue • Applications • Facebook ConnectB Florence
    28. 28. CRM & Social Networks Integration Provides • Profiles People who share People who influence Members of the Fan Page Users of FB Applications • Relationships Strategies for these profiles Brand awareness Gifts, events invitations, etc Match with marketing segmentation Ability to test & learn 28B Florence
    29. 29. Example Of segmentation Inactifs Décrocheurs Partageurs Influenceurs Indécis Inactifs Facebook Contributeurs Etoiles montantes Superstar 0% 20% 40% 60% 80% 100% 29B Florence
    30. 30. Segmentation by Usage 17 % 73 % 61 % 13 % 51 % 5% Minutes par jour 30
    31. 31. Plan Deliverability Social Networks Mobile Future 31B Florence
    32. 32. > Behaviour and UsagesThere is a high potential for Mobile Internet.Q. Do you have subscribed to an Internet pack for youmobile? 9 % of web users only use mobile  35% of web users have an internet package 2010) (ipsos Source : Mediametrie
    33. 33. > EmailsEmails are read more and more on Mobile devicesQ. Par quel moyen consultez vous vos boites mail? Personnel professionnel répondants Base = 1307 99% 97% 29% 17% 4% 3% 1% 1% 1% 1% Ordinateur Téléphone mobile Tablette numérique TV connectée Console de jeux
    34. 34. How to Define your Mobile Strategy? • 2 steps: Measure the strategic potential % of your recipient reading emails on mobile Revenue generated from mobile devices Do you already have mobile applications in your company? Adapt your communication for mobile Create specific content for mobile Adapt email content Create strategies dedicated to mobile usersB Florence
    35. 35. Monitoring Mobile Success • 3 dimensions Context of opening Click on specific links Buying on the website from a mobile • Open & click Opening emails on mobile is trackable Operating System Device type Software used to read the email 35B Florence
    36. 36. UI Example 36B Florence
    37. 37. Reading Emails on Mobile • Visuals rendering are different depending on devices iPhone: almost always opened Android: images frequently blocked BlackBerry : almost never opened Others (Symbian…) : almost never detected • Emails opening not 100% tracked Opening numbers are minimum 37B Florence
    38. 38. Different Renderings Samsung Galaxy S 2 (480 *800 pixels) IPhone 38B Florence
    39. 39. The Fastest and Cheapest Solution • Propose a link to a mobile version of your newsletter Measuring the clicks helps you to estimate your percentage of mobile readers (between 0.5 et 7 % per campaign) 39B Florence
    40. 40. 40B Florence
    41. 41. Tools to qualify Opens on Mobile • Your ESP? • Litmus: litmus.com • Ad4screen • Returnpath • Florence Consultant • … 41B Florence
    42. 42. Ad4screen • Provider of Mobile Marketing • Sells a dedicated tag to add to your newsletters Ad4Tag® • Measure ‘Opens’ • The banner, within the emailUne bannière au sein de lemail qui peut se personnaliser en fonction du contexte douverture 42B Florence
    43. 43. How it Works 43B Florence
    44. 44. Florence consultant (Reachtag) • Mobile Analysis500,000 Measure and qualify the mobible ‘market share’450,000400,000 Example on a 2M customers database350,000300,000 Identifiants250,000 cumulés200,000150,000 nouveaux100,000 ouvreurs sur 50,000 mobile 0 44B Florence
    45. 45. 5 types of Email to Optimize for Mobile • Emails related to mobile applications • Service emails for helping business in Stores • Alerts emails • Emails with coupons and promotions • Emails following up a purchase via mobile 45B Florence
    46. 46. Optimizing emails for Mobile • Interesting only if: % of mobile users is >10% You have mobile applications The revenue from purchase via mobile is significant 46B Florence
    47. 47. Advices • Mistakes to Avoid Create a version for every kind of mobile • Good Practices Ask customers if they’re mobile users Forget to adapt visualisation on PC Increase the part of the text Create a mobile landing page 47B Florence
    48. 48. 48B Florence
    49. 49. Managing Mobile: Add the phone number • Phone numbers are active • Ability to automatically update agenda and contacts 49B Florence
    50. 50. Plan Deliverability Social Networks Mobile Future 50B Florence
    51. 51. Technical Openess for Webmails • Hotmail (364m users), Yahoo (380m users) and Gmail (200m users) are now in competition with Facebook (600m users) that offers Video Flash • An evolution that has already started for Hotmail, Yahoo and Gmail Video Integration Dynamic content now authorized 51B Florence
    52. 52. 52B Florence
    53. 53. Latest Innovations • Dynamic Emails Hotmail Active Views • Dynamic Images within Email Financial data live Latest Tweet Countdowns • Video in email • Geo-location On Gmail with Movable Link 53B Florence
    54. 54. Hotmail 54B Florence
    55. 55. Message 55B Florence
    56. 56. Example for Twitter 56B Florence
    57. 57. 57B Florence
    58. 58. 58B Florence
    59. 59. Thank you Florence Consultant – 06 60 56 10 44 Bruno FLORENCE - Director Email : bflorence@florenceconsultant.comB Florence

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