Kath Pay: the evolving inbox
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Kath Pay: the evolving inbox



At #fusionmex Brussels Kath spoke about “The evolving inbox”. She explains: “The inbox has significantly changed and has a host of new challenges such as Mobile email, Facebook Messages, Gmail's ...

At #fusionmex Brussels Kath spoke about “The evolving inbox”. She explains: “The inbox has significantly changed and has a host of new challenges such as Mobile email, Facebook Messages, Gmail's Priority Inbox and Hotmail’s new inbox management tabs, recipients have more control over which messages make it into the inbox and how they're organized than ever before. Inbox hierarchy is becoming a new deliverability and engagement hurdle. In my presentation I covered what steps email marketers can take now to ensure ongoing visibility and establish inbox preference”.



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Kath Pay: the evolving inbox Kath Pay: the evolving inbox Presentation Transcript

  • THE EVOLVING INBOX Kath Pay Strategic Consultant, DM Inbox @kathpay [email_address]
  • Who am I?
  • #1 More types of Inboxes
  • #2 Portable Inboxes
  • Emails on Mobiles
    • Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010)
  • Growing usage
    • 13.36% subscribers read email on mobiles, with 65% of that activity being the iPhone
    • November 2010 30% of mobile users accessed emails on their mobile – an increase of 36% from the previous year(USA)
    • ComScore MobiLens
    • Mobile Email usage increases by 47% (Australia)
    • Acma.gov.au
  • Check your Readership www.litmus.com
  • Consider a Mobile Version
  • #3 Facebook’s new messaging system
  • Prediction
    • 50% of consumers will begin to use a
    • Facebook .com address
    • The Relevancy Group: The Social Inbox – The Impact of Facebook Messages on Email Marketing
  • Text version is default
  • ....Click expand
  • Facebook Messaging
    • No Subject Lines
    • 60 character line limit
    • URLs are not automatically turned into web links
    • Delivery to ‘Other’ email inbox unless they have ‘liked’ you
  • #4 Hotmail Active Views
    • “ The other type of Active View comes from websites that provide you up-to-date information and content that you can interact with.
    • These messages are like mini-websites in your inbox. So when you open these messages and interact with them, it’s like you have gone to their website. If you don’t click anything inside the message, they’ll only know that you opened the message and what your browser settings are”
  • Happens by default....
  • Interactive email
  • #5 Your inbox may not be as it seems
  • Measure who’s viewing in what
  • #6 ISP’s facilitate inbox management
  • More important than ever…
  • Every little helps
  • Make it easy for them
  • #7 Deliverability based on engagement
    • Message read, then deleted
    • Message deleted without reading
    • Message replied to
    • Frequency of receiving
  • Hotmail snapshot
  • Gmail Priority Inbox
    • Based on Google’s Prediction
    • Starred mail
    • Interaction with the email
    Not for the faint-hearted – Gmail’s secrets http://www.google.com/buzz/goog.research.buzz/DvRkTRUBSys/This-paper-is-short-but-sweet-and-quite-accessible
  • Priority Inbox snapshot
  • Intelligent Inboxes need...
    • Intelligent Messaging
  • http://www.litmusapp.com
  • Get their attention From Field Subject Line Preview Pane
  • Welcome Programmes Day 1 of subscription
  • Maximise this fabulous opportunity Day 3 of subscription
  • 3 emails in 6 days Day 5 of subscription
  • Intelligent Inboxes needs...
    • Intelligent Design
  • Utilise the Pre-header space
  • Overcomes image blocking
  • Use snippets wisely & stand out in the crowd
  • Intelligent Inboxes need...
    • Interaction
  • Make it easy to interact
    • Don’t hide the CTA behind an image
    • Place the CTA within the preview pane
    • Test your copy, offer and placement
  • Measuring engagement
  • Price of un-engagement
  • Thank You
    • Kath Pay
    • Strategic Consultant, DM Inbox
    • [email_address]
    • +44 (0) 20 8297 8299
    • @kathpay
    • www.linkedin.com/in/kathpay