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  ...
Growing usage• 13.36% subscribers read email on mobiles, with 65% of  that activity being the iPhone• November 2010 30% of...
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 Impac...
Text version is default
....Click expand
Facebook Messaging• No Subject Lines• 60 character line limit• URLs are not automatically turned into  web links• Delivery...
#4 Hotmail Active Views “The other type of Active View comes from websites that provide you up-to-date information and con...
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 r...
Hotmail snapshot
Gmail Priority Inbox1. Based on Google‟s Prediction2. Starred mail3. Interaction with the emailNot for the faint-hearted –...
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...
Measuring engagement
Price of un-engagement
Thank You            The Evolving            Presentation Sub-Title            Inbox            Kath Pay            Strate...
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Oms London Evolving Inbox - Kath Pay

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Transcript of "Oms London Evolving Inbox - Kath Pay"

  1. 1. The EvolvingInbox2/25/2011Kath PayStrategic Consultant, DM Inbox@kathpay
  2. 2. Who am I?
  3. 3. #1 More types of Inboxes
  4. 4. #2 Portable Inboxes
  5. 5. Emails on Mobiles• Mobile readers are more sticky because of the „killing time‟ factor (Nielsen Norman Email Newsletter Usability Report 2010)
  6. 6. 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
  7. 7. Check your Readership www.litmus.com
  8. 8. Consider a Mobile Version
  9. 9. #3 Facebook’s new messagingsystem
  10. 10. 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
  11. 11. Text version is default
  12. 12. ....Click expand
  13. 13. 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
  14. 14. #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”
  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 inboxmanagement
  20. 20. More important than ever…
  21. 21. Every little helps
  22. 22. Make it easy for them
  23. 23. #7 Deliverability based on engagement1. Message read, then deleted2. Message deleted without reading3. Message replied to4. Frequency of receiving
  24. 24. Hotmail snapshot
  25. 25. 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
  26. 26. Priority Inbox snapshot
  27. 27. Intelligent Inboxes need... Intelligent Messaging
  28. 28. http://www.litmusapp.com
  29. 29. Get their attentionFrom Field Subject Line Preview Pane
  30. 30. Welcome Programmes Day 1 of subscription
  31. 31. Maximise this fabulousopportunity Day 3 of subscription
  32. 32. 3 emails in 6 days Day 5 of subscription
  33. 33. Intelligent Inboxes needs... Intelligent Design
  34. 34. Utilise the Pre-header space
  35. 35. Overcomes image blocking
  36. 36. Use snippets wisely & stand outin the crowd
  37. 37. Intelligent Inboxes need... Interaction
  38. 38. 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
  39. 39. Measuring engagement
  40. 40. Price of un-engagement
  41. 41. 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

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