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Presentation OMExpo - mobile and acquisition email

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Guillaume Lafond's presentation for OMExpo Madrid. …

Guillaume Lafond's presentation for OMExpo Madrid.

Published in: Marketing, Technology, Business

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  • → Quien hace campañas de email marketing de captacion ??
    → Quien piensa que tiene sus campañas email perfectamente mobile ready??
  • Vamos a ver unas estatisticas gloables para dar un poco de contexto a todo esto.
  • 55% - Esto es el tipo de penetracion de Smartphone, dentro de la poblacion total 2013 - Top 5 EU markets
    Quiere decir que ya mas de la mitad de la poblacion tiene un smatphone, y crece muy rapidamente
  • Y
    Email todavia es el USO numero 1 de Smartphone y tablets
  • Como consecuencia, en dic. 2013 segun Litmus, mas de 50% de la aperturas de eMails han sido hecha desde dispositivos moviles
    Eso varia mucho por mercados, segmentos de usuarios, pero da una muy buena imagen de lo que ocurre
  • Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • 2 years since Responsive Email design exists
  • Most emails are still not mobile ready
    WHY ??
    -- Work habits // 10 years in fornt of 17 inches screens using outlook
    -- Expertise // Email isn’t as easy, especially responsive
    -- Lack of stats // Email sending tools
  • Good practices : Tell the users « For an optimized shopping experience, please visit our website from a desktop computer »
  • Good practices : Tell the users « For an optimized shopping experience, please visit our website from a desktop computer »
  • Not working on 100% of the email clients but It works on iPhone, iPad, Android (90%+)
  • It’s never been a good practices to send straight to your Website page in acquisition.
    With mobile traffic it is even more important.
    You need a smart landing page
  • Preheader are important in Email marketing in addition to Subject line and Sender name
    Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • Preheader are important in Email marketing in addition to Subject line and Sender name
    Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • Preheader are important in Email marketing in addition to Subject line and Sender name
    Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • Powerspace
    - 2008 - 30 employee - Barcelona and Paris - 40 active clients - operting campaign in 6 markets - 6.5m€ in Sales
    Who is using email as an Acquisition Channel ??
  • Transcript

    • 1. Acquisition Email Mobile best practices Guillaume Lafond, CEO @pwspace April 10th , 2014
    • 2. • Launched in 2008 • 30 employees • Offices Barcelona & Paris • Operations in 7 markets • 45 active clients, 180 publishers • >500 campaigns per month Full-service email advertising solutions
    • 3. mobile stats
    • 4. 55% UK, Spain, Germany, France, Italy (2013) European SIM connection by Technology (Millions) - Source : GMSA intelligence Smartphone penetration
    • 5. Source : Pew research Center’s Project for Excellence in Journalism in Collaboration with The Economist Group Email is the #1usage on smartphones and tablets
    • 6. 50% Source: Litmus, December 2013 of mobile opens As a result:
    • 7. 52% 20% 27% Other 1% Source : Litmus, October 2013
    • 8. 2% Source : APMEL, research based on 1287 advertisers - December 2013 advertisers with fully mobile ready emails
    • 9. Brand image, response rate deliverability, conversion, sales…
    • 10. Website not mobile ready? Not an excuse to screw email experience!
    • 11. « For a better shopping  experience, please visit our  website from a computer »
    • 12. Non mobile email Retention All your emails Acquisition Transactional
    • 13. A multi-screen channel You can’t buy only mobile traffic
    • 14. Responsive Design
    • 15. screen size conditions CSS / Media queries
    • 16. Email
    • 17. Landing page
    • 18. Classic vs. Responsive
    • 19. Email Creative
    • 20. Landing Page
    • 21. campaign stats
    • 22. 24% mobile Leads Source : Powerspace campaigns – December 2013 / January 2014
    • 23. Our forecasts (Dec. 2014)
    • 24. Usage per Age Source : Powerspace campaigns – December 2013 / January 2014
    • 25. Don’t waste mobile traffic, collect leads!
    • 26. People use different devices Source : Google - The new multi-screen world 2012
    • 27. Email E-commerce 99.5% lost traffic
    • 28. Email > Landing page > Welcome Email > E-commerce 20%-35% leads CRM
    • 29. Experience your campaigns as the final user
    • 30. Take care of your pre-headers
    • 31. Mobile user targeting App installs Email to store Device specific funnels Geo targeting Dynamic content… So much more to do!
    • 32. Mobile is a great opportunity for email BE READY
    • 33. Thank you! Visit us on stand D8 Follow us on Twitter: @pwspace