DESIGNING	  FOR	  THE	  MODERN	  SUBSCRIBER	  September	  13,	  2011	  Todd	  Wilson,	  Senior	  MarkeEng	  Consultant	  	...
WHAT	  WE’RE	  COVERING	  TODAY	  •    Who	  is	  the	  “Modern	  Subscriber?”	  •    How	  are	  they	  reading	  emails	...
THE	  WAY	  IT	  USED	  TO	  BE.	  	  
HOW	  IT	  IS	  TODAY.	  	       Point-­‐of-­‐sale,	  call	      center,	  .com,	  third	     party,	  browser,	  email,	 ...
WHY	  DESIGN	  IS	  IMPORTANT.	                  “…as	  the	  differences	  in	                 [products]	  become	  more	...
YOUR	  ONLINE	  MARKETING	  STRATEGY	  	  	                 Your	  email	  program	  
THE	  MODERN	  SUBSCRIBER	  
“I	  have	  apps	  for	  Facebook,	  Twi5er,	  and	  email	  on	  my	  phone,	  and	  I	  check	  them	  throughout	  the	...
FIRST,	  A	  PRIMER.	  “Subscribers”	  are	  customers	  who	  have	  given	  you	  their	  email	  address.	  	  This	  i...
THEY’RE	  MULTITASKING…	  Media	  consumpEon	  has	  increased	  20%	  since	  2010.	  	  Consumers	  spend	  eight	  hour...
…MULTI-­‐DEVICE…	  “It’s	  a	  mulEdevice,	  mulEconnecEon	  world.	  Consumers	  are	  no	  longer	  reliant	  on	  one	 ...
…AND	  MADDENINGLY	  MOBILE.	  “More	  than	  91	  million	  US	  consumers	  will	  use	  the	  internet	  through	  a	  ...
(NOT	  TO	  MENTION	  SAVVY)	  Subscribers	  expect	  marketers	  to	  know	  types	  of	  products	  and	  services	  the...
 EMAIL	  HAS	  BECOME	  INDISPENSABLE	  
…AND	  MOBILE	  PLAYS	  A	  BIG	  PART	  •  Email	  usage	  increases	  with	  the	  purchase	  of	  a	     smartphone.	  ...
COMPETING	  FOR	  FIRST	  SCREEN	  STATUS	   9%	  of	  consumers	  who	  made	  a	  purchase	  aber	  receiving	  a	   mob...
THE	  DETAILS	  
EMAIL	  OPENS	  TODAY	                                                      Mobile	                                       ...
HOW	  ARE	  SUBSCRIBERS	  READING	  EMAIL?	           Email	  Client	                  Average	        Rank	           Out...
MOBILE	  OPENS	  BY	  PLATFORM	                                                                 Other	                    ...
WHERE	  DO	  SUBSCRIBERS	  OPEN?	  	   •  Desktop	  Only:	  Opened	      using	  only	  desktop	                          ...
HOW	  DOES	  MOBILE	  AFFECT	  CLICKS?	  	     %	  of	  total	  clicks	  by	  environment	  for	  three	  samples	  100	  ...
HOW	  DOES	  FIRST	  OPEN	  AFFECT	  CLICKS?	    What	  was	  the	  click	  rate	  based	  on	  first	  open?	  40	        ...
SO	  WHAT	  DOES	  IT	  ALL	                 MEAN?	        FOUR	  THINGS	  TO	  REMEMBER	                      	  
1.	  	  TAKE	  A	  STEP	  BACK.	  	                                   See	  this.	  	                               Not	  ...
2.	  KEEP	  IT	  SIMPLE.	    “PerfecLon	  is	  achieved,	  not	  when	  there	  is	    nothing	  more	  to	  add,	  but	  ...
3.	  CREATIVE	  IS	  STILL	  CRITICAL.	  
4.	  USE	  YOUR	  DATA	  WISELY.	   “The	  average	  amount	  of	  data	  created	  by	  a	   human	  being	  on	  our	  p...
“According	  to	  [a	  leading	  data	  companys]	  ‘file’	  on	           me,	  Im	  a	  ‘hip	      homemaker’	  who	   pr...
…“Actually,	  Im	  24,	  single	  and	  I	  live	  in	  a	  cramped	  New	  York	  City	  apartment	  where	  my	  televis...
P.S.	  
REMEMBER	  TO	  BREAK	  THE	  RULES*	  	  Don’t	  be	  afraid	  to	  do	  something	  unexpected.	  	  	  	  	  	  	      ...
Q A	    &
Todd	  Wilson	  todd.wilson@exacjarget.com	  678.852.6935	  	  	  	  	  	  follow	  me	  @ToddWils	  
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Designing for the Modern Subscriber

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Designing for the Modern Subscriber

  1. 1. DESIGNING  FOR  THE  MODERN  SUBSCRIBER  September  13,  2011  Todd  Wilson,  Senior  MarkeEng  Consultant    @toddwils  
  2. 2. WHAT  WE’RE  COVERING  TODAY  •  Who  is  the  “Modern  Subscriber?”  •  How  are  they  reading  emails  today?  •  What  it  means  for  you…  •  Four  things  to  remember  
  3. 3. THE  WAY  IT  USED  TO  BE.    
  4. 4. HOW  IT  IS  TODAY.     Point-­‐of-­‐sale,  call   center,  .com,  third   party,  browser,  email,   social,  mobile…  
  5. 5. WHY  DESIGN  IS  IMPORTANT.   “…as  the  differences  in   [products]  become  more   subtle,  companies  need  a   new  way  to  differenCate…   companies  expect   experience  to  be  that  new   differenEator.”   Source:  Ron  Rogowski,   Forrester  Research,  2011  
  6. 6. YOUR  ONLINE  MARKETING  STRATEGY       Your  email  program  
  7. 7. THE  MODERN  SUBSCRIBER  
  8. 8. “I  have  apps  for  Facebook,  Twi5er,  and  email  on  my  phone,  and  I  check  them  throughout  the  day.    I  check  Facebook  every  two  hours.    I  check  Twi5er  every  half  hour  for  news  and  sports  updates,  and  my  email  every  two  hours  or  so.”      -­‐  Gordon  (male,  age  27)  
  9. 9. FIRST,  A  PRIMER.  “Subscribers”  are  customers  who  have  given  you  their  email  address.    This  is  different  from  “fans”  and  “followers,”  who  have  their  own  (similar)  reasons  for  engaging  with  you.     Source:  Subscribers,  Fans,  and  Followers,  February  2011      
  10. 10. THEY’RE  MULTITASKING…  Media  consumpEon  has  increased  20%  since  2010.    Consumers  spend  eight  hours  and  11  minutes  per  day  on  television,  radio,  and  the  internet.    That’s  around  half  of  your  waking  life.       Source:  Edison  Research,  April  2011      
  11. 11. …MULTI-­‐DEVICE…  “It’s  a  mulEdevice,  mulEconnecEon  world.  Consumers  are  no  longer  reliant  on  one  dominant  device...  today  it’s  the  PC,  tablet,  phone,  and  TV,  but  connecCons  are  beginning  to  pervade  the  car  and  myriad  devices  in  the  home.”     Source:  Charles  Golvin’s  Blog,  Forrester,  August  2011  
  12. 12. …AND  MADDENINGLY  MOBILE.  “More  than  91  million  US  consumers  will  use  the  internet  through  a  mobile  device  at  least  monthly  by  the  end  of  this  year,  up  from  77.8  million  in  2010.”     Source:  eMarketer,  2011      
  13. 13. (NOT  TO  MENTION  SAVVY)  Subscribers  expect  marketers  to  know  types  of  products  and  services  they  prefer  first,  followed  closely  by  the  offers  they  like  and  their  customer  status  and  preferences.       Source:  eMarketer,  2010      
  14. 14.  EMAIL  HAS  BECOME  INDISPENSABLE  
  15. 15. …AND  MOBILE  PLAYS  A  BIG  PART  •  Email  usage  increases  with  the  purchase  of  a   smartphone.  Those  who  have  a  smartphone  are:   –  47%  more  likely  to  check  email  “constantly   throughout  the  day”   –  30%  more  likely  to  check  email  at  least  several  Cmes   a  day   –  8%  more  likely  to  check  email  at  least  once  a  day   Source:  ExactTarget,  2011  
  16. 16. COMPETING  FOR  FIRST  SCREEN  STATUS   9%  of  consumers  who  made  a  purchase  aber  receiving  a   mobile  message  say  they’ve  completed  at  least  one   purchase  on  their  smartphone.    
  17. 17. THE  DETAILS  
  18. 18. EMAIL  OPENS  TODAY   Mobile   15%   Desktop   Webmail   53%   32%   Source:  Litmus,  September  2011  
  19. 19. HOW  ARE  SUBSCRIBERS  READING  EMAIL?   Email  Client   Average   Rank   Outlook  (All  versions)   37.46%   1   Hotmail/Windows  Live   14.53%   2   Yahoo!  Mail   10.13%   3   iPhone   9.46%   4   Apple  Email   7.66%   5   Web  Version   6.75%   6   Gmail   3.74%   7   Source:  Litmus,     July  2011   iPad   2.82%   8   Android   2.41%     9  
  20. 20. MOBILE  OPENS  BY  PLATFORM   Other   1%   iPad   19%   Android   17%   iPhone   63%   Source:  Litmus,  September  2011  
  21. 21. WHERE  DO  SUBSCRIBERS  OPEN?     •  Desktop  Only:  Opened   using  only  desktop   MulC   devices.   Device   •  Mobile  Only:     3%   Opened  using  only  mobile   Mobile   Only   devices.   31%   •  MulE  Device:     Desktop   Opened  using  both   Only   mobile  &  desktop  devices.   66%   Source:  Litmus,  September  2011  
  22. 22. HOW  DOES  MOBILE  AFFECT  CLICKS?     %  of  total  clicks  by  environment  for  three  samples  100   80   80   67   62   60   Desktop  Only   40   34   Mobile  Only   28   MulC  Device   17   20   3   5   4   0   Newslejer   Retail  1   Retail  2   Source:  Litmus,  September  2011  
  23. 23. HOW  DOES  FIRST  OPEN  AFFECT  CLICKS?   What  was  the  click  rate  based  on  first  open?  40   33.7  30   18.7   Desktop  20   Mobile   9.5  10   7.8   7.5   7.3   0   Newslejer   Retail  1   Retail  2   Source:  Litmus,  September  2011  
  24. 24. SO  WHAT  DOES  IT  ALL   MEAN?   FOUR  THINGS  TO  REMEMBER    
  25. 25. 1.    TAKE  A  STEP  BACK.     See  this.     Not  just  this.    
  26. 26. 2.  KEEP  IT  SIMPLE.   “PerfecLon  is  achieved,  not  when  there  is   nothing  more  to  add,  but  when  there  is   nothing  leM  to  take  away.”   —  Antoine  de  Saint-­‐Exupéry    
  27. 27. 3.  CREATIVE  IS  STILL  CRITICAL.  
  28. 28. 4.  USE  YOUR  DATA  WISELY.   “The  average  amount  of  data  created  by  a   human  being  on  our  planet  has  more  than   quadrupled  in  the  last  six  years.  …[i]n  the   markeEng  industry,  data  has  become  our   frenemy  –  we  sink  or  swim  in  a  new  era  of  real-­‐ Eme  and  predicEve  analyEcs.”     Source:    Online  Media  Daily,  July  25,  2011:    “Is  This  The  Dawn  of  the  Data  Decade?”  
  29. 29. “According  to  [a  leading  data  companys]  ‘file’  on   me,  Im  a  ‘hip   homemaker’  who   probably  trades  stocks   and  buys  expensive   clothes  and  boats.”…  
  30. 30. …“Actually,  Im  24,  single  and  I  live  in  a  cramped  New  York  City  apartment  where  my  television  sits  on  top  of   my  refrigerator.  I  someCmes  dog-­‐sit  for  extra   spending  money  and  have   never  bought  or  sold  a   Source:  “Mistaken   single  stock.”   IdenCty,”  The  Wall   Street  Journal,  2008      
  31. 31. P.S.  
  32. 32. REMEMBER  TO  BREAK  THE  RULES*    Don’t  be  afraid  to  do  something  unexpected.                    *On  occasion  
  33. 33. Q A   &
  34. 34. Todd  Wilson  todd.wilson@exacjarget.com  678.852.6935            follow  me  @ToddWils  
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