Kath Pay: the evolving inbox

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

http://www.fusionmarketingexperience.com	251
http://cow-bell.co.uk	15
http://www.theemailguide.com	8
http://feeds.feedburner.com	3
http://translate.googleusercontent.com	2

Kath Pay: the evolving inbox

by Fusion Marketing Experience / J-P De Clerck on Mar 27, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 279

Statistics

Kath Pay: the evolving inbox — Presentation Transcript