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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 <ul><li>Mobile readers are more sticky because of the ‘killing time’ factor  (Nielsen Norman Email Newsl...
Growing usage <ul><li>13.36% subscribers read email on mobiles, with 65% of that activity being the iPhone </li></ul><ul><...
Check your Readership www.litmus.com
Consider a Mobile Version
#3 Facebook’s new messaging system
Prediction <ul><li>50% of consumers will begin to use a  </li></ul><ul><li>Facebook .com address </li></ul><ul><li>The Rel...
Text version is default
....Click expand
Facebook Messaging <ul><li>No Subject Lines </li></ul><ul><li>60 character line limit </li></ul><ul><li>URLs are not autom...
#4 Hotmail Active Views <ul><li>“ The other type of Active View comes from websites that provide you up-to-date informatio...
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 <ul><li>Message read, then deleted </li></ul><ul><li>Message deleted without reading...
Hotmail snapshot
Gmail Priority Inbox <ul><li>Based on Google’s Prediction </li></ul><ul><li>Starred mail </li></ul><ul><li>Interaction wit...
Priority Inbox snapshot
Intelligent Inboxes need... <ul><li>Intelligent Messaging </li></ul>
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... <ul><li>Intelligent Design </li></ul>
Utilise the Pre-header space
Overcomes image blocking
Use snippets wisely & stand out in the crowd
Intelligent Inboxes need... <ul><li>Interaction </li></ul>
Make it easy to interact <ul><li>Don’t hide the CTA behind an image </li></ul><ul><li>Place the CTA within the preview pan...
Measuring engagement
Price of un-engagement
Thank You <ul><li>Kath Pay </li></ul><ul><li>Strategic Consultant, DM Inbox </li></ul><ul><li>[email_address] </li></ul><u...
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Kath Pay: the evolving inbox

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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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Transcript of "Kath Pay: the evolving inbox"

  1. 1. THE EVOLVING INBOX Kath Pay Strategic Consultant, DM Inbox @kathpay [email_address]
  2. 2. Who am I?
  3. 3. #1 More types of Inboxes
  4. 4. #2 Portable Inboxes
  5. 5. Emails on Mobiles <ul><li>Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010) </li></ul>
  6. 6. Growing usage <ul><li>13.36% subscribers read email on mobiles, with 65% of that activity being the iPhone </li></ul><ul><li>November 2010 30% of mobile users accessed emails on their mobile – an increase of 36% from the previous year(USA) </li></ul><ul><li>ComScore MobiLens </li></ul><ul><li>Mobile Email usage increases by 47% (Australia) </li></ul><ul><li>Acma.gov.au </li></ul>
  7. 7. Check your Readership www.litmus.com
  8. 8. Consider a Mobile Version
  9. 9. #3 Facebook’s new messaging system
  10. 10. Prediction <ul><li>50% of consumers will begin to use a </li></ul><ul><li>Facebook .com address </li></ul><ul><li>The Relevancy Group: The Social Inbox – The Impact of Facebook Messages on Email Marketing </li></ul>
  11. 11. Text version is default
  12. 12. ....Click expand
  13. 13. Facebook Messaging <ul><li>No Subject Lines </li></ul><ul><li>60 character line limit </li></ul><ul><li>URLs are not automatically turned into web links </li></ul><ul><li>Delivery to ‘Other’ email inbox unless they have ‘liked’ you </li></ul>
  14. 14. #4 Hotmail Active Views <ul><li>“ The other type of Active View comes from websites that provide you up-to-date information and content that you can interact with. </li></ul><ul><li>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” </li></ul>
  15. 15. Happens by default....
  16. 16. Interactive email
  17. 17. #5 Your inbox may not be as it seems
  18. 18. Measure who’s viewing in what
  19. 19. #6 ISP’s facilitate inbox management
  20. 20. More important than ever…
  21. 21. Every little helps
  22. 22. Make it easy for them
  23. 23. #7 Deliverability based on engagement <ul><li>Message read, then deleted </li></ul><ul><li>Message deleted without reading </li></ul><ul><li>Message replied to </li></ul><ul><li>Frequency of receiving </li></ul>
  24. 24. Hotmail snapshot
  25. 25. Gmail Priority Inbox <ul><li>Based on Google’s Prediction </li></ul><ul><li>Starred mail </li></ul><ul><li>Interaction with the email </li></ul>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
  26. 26. Priority Inbox snapshot
  27. 27. Intelligent Inboxes need... <ul><li>Intelligent Messaging </li></ul>
  28. 28. http://www.litmusapp.com
  29. 29. Get their attention From Field Subject Line Preview Pane
  30. 30. Welcome Programmes Day 1 of subscription
  31. 31. Maximise this fabulous opportunity Day 3 of subscription
  32. 32. 3 emails in 6 days Day 5 of subscription
  33. 33. Intelligent Inboxes needs... <ul><li>Intelligent Design </li></ul>
  34. 34. Utilise the Pre-header space
  35. 35. Overcomes image blocking
  36. 36. Use snippets wisely & stand out in the crowd
  37. 37. Intelligent Inboxes need... <ul><li>Interaction </li></ul>
  38. 38. Make it easy to interact <ul><li>Don’t hide the CTA behind an image </li></ul><ul><li>Place the CTA within the preview pane </li></ul><ul><li>Test your copy, offer and placement </li></ul>
  39. 39. Measuring engagement
  40. 40. Price of un-engagement
  41. 41. Thank You <ul><li>Kath Pay </li></ul><ul><li>Strategic Consultant, DM Inbox </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 (0) 20 8297 8299 </li></ul><ul><li>@kathpay </li></ul><ul><li>www.linkedin.com/in/kathpay </li></ul>
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