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2011 The future of email
 

2011 The future of email

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2011 The future of email 2011 The future of email Presentation Transcript

  • The future of e-mailing:Focus on Deliverability, Social and Mobile Trends Bruno FLORENCE Consultant Florence Consultant
  • 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
  • Some References Choix d’outils Bilan/Audit E-mailing CRM Multicanal Délivrabilité 3B Florence
  • More Information www.pignonsurmail.com www.florenceconsultant.com 4B Florence
  • Agenda Deliverability Social Networks Mobile Future 5B Florence
  • Email Routing Figures / France 2010
  • 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
  • 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
  • SPAM Categories for an ISP or Webmail Spam Litigious Emails 9B Florence
  • 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
  • Examples 5 pts Opened & Clicked 2 pts Opened Opened & 7 pts Answered Stored in the 1 pt folder Propensity Score ChateauOnline : 15 11B Florence
  • Examples 2 pts Opened -3 pts Deleted Deleted -3 pts Deleted -3 pts Propensity Score ChateauOnline : -7 pts 12B Florence
  • 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
  • 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
  • Plan Deliverability Social Networks Mobile Future 15B Florence
  • B Florence
  • 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
  • Social Network Most Used Younger Community 18B Florence
  • 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
  • Distribution Per Channel and Age • 50+: Newsletters • 20-39: All communication channels • 14-19: Reduced engagement with NewslettersB Florence 20
  • 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
  • Sharing Information
  • Loyalty in Danger
  • What do They Expect?
  • Fan Pages: some statistics 25B Florence
  • Social Users Segmentation 12 %To reconcile with CRM 26% Minutes par jour 26
  • 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
  • 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
  • Example Of segmentation Inactifs Décrocheurs Partageurs Influenceurs Indécis Inactifs Facebook Contributeurs Etoiles montantes Superstar 0% 20% 40% 60% 80% 100% 29B Florence
  • Segmentation by Usage 17 % 73 % 61 % 13 % 51 % 5% Minutes par jour 30
  • Plan Deliverability Social Networks Mobile Future 31B Florence
  • > 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
  • > 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
  • 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
  • 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
  • UI Example 36B Florence
  • 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
  • Different Renderings Samsung Galaxy S 2 (480 *800 pixels) IPhone 38B Florence
  • 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
  • 40B Florence
  • Tools to qualify Opens on Mobile • Your ESP? • Litmus: litmus.com • Ad4screen • Returnpath • Florence Consultant • … 41B Florence
  • 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
  • How it Works 43B Florence
  • 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
  • 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
  • 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
  • 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
  • 48B Florence
  • Managing Mobile: Add the phone number • Phone numbers are active • Ability to automatically update agenda and contacts 49B Florence
  • Plan Deliverability Social Networks Mobile Future 50B Florence
  • 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
  • 52B Florence
  • 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
  • Hotmail 54B Florence
  • Message 55B Florence
  • Example for Twitter 56B Florence
  • 57B Florence
  • 58B Florence
  • Thank you Florence Consultant – 06 60 56 10 44 Bruno FLORENCE - Director Email : bflorence@florenceconsultant.comB Florence