Oms London Evolving Inbox - Kath Pay

The EvolvingInbox2/25/2011Kath PayStrategic Consultant, DM Inbox@kathpay

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 messagingsystem

Prediction 50% of consumers will begin to use a Facebook .com addressThe 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 inboxmanagement

More important than ever…

Every little helps

Make it easy for them

#7 Deliverability based on engagement1. Message read, then deleted2. Message deleted without reading3. Message replied to4. Frequency of receiving

Hotmail snapshot

Gmail Priority Inbox1. Based on Google‟s Prediction2. Starred mail3. Interaction with the emailNot for the faint-hearted –Gmail‟s secretshttp://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 attentionFrom Field Subject Line Preview Pane

Welcome Programmes Day 1 of subscription

Maximise this fabulousopportunity 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 outin 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 The Evolving Presentation Sub-Title Inbox Kath Pay Strategic Consultant, DM Inbox kath@dminbox.com +44 (0) 20 8297 8299 @kathpay www.linkedin.com/in/kathpay

Oms London Evolving Inbox - Kath Pay

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