Email Marketing 3.0 Adapting to Mobile 1st World

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Most emails are opened on mobile devices but email marketers still send desktop optimized emails. Affiliates should think mobile first.

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Email Marketing 3.0 Adapting to Mobile 1st World

  1. 1. Email Marketing 3.0 Presented by
  2. 2. Mobile State of Mind • Mobile not just gadgets • Data in the Cloud • Sharing and Collaboration on the go • Faster 4G Networks
  3. 3. 61% Email Opens on Mobile • 68% Yahoo Mail • 56% AOL • 47% Outlook.com • 68% GMail
  4. 4. Email Marketing Myth 1 • Myth: You should stop sending to inactive users after 6 months • Truth: 20% of annual openers do so after being inactive for 6 months
  5. 5. Email Marketing Myth 2 • Myth: Consumers are trigger happy with the spam button. • Truth: 1 in 2000 people will mark the email as spam
  6. 6. Email Marketing Myth 3 • Myth: if you send more emails using same brand, consumers will ignore them. • Truth: sending 4 emails a month vs 1 doubles open rates and increases revenue
  7. 7. Timing Emails • People open emails on weekends • During work hours people rarely open personal inboxes • New subscribers perform better • Sending more emails does not proportionally increase unsubscribe rate • Very few read emails 11 pm
  8. 8. Open Rates After Delivery • 24% of all email opens happen within 1st hour after delivery • 2nd hour 10% • 3rd hour 6% • 4th hour 5% • 5 hours after delivery results drop by more than 90%
  9. 9. 4 Email Moments • 6 am to 8 am when people wake up and check email on the phone without standing up from the bed • 8 am to 9 am when people are commuting to work in public transport • 12 noon to 1 pm during the lunch hour • 4 pm to 6 pm when people are tired of working and do personal things
  10. 10. Responsive Email Designs • 20% decrease in deletion rate • 9% decrease in unsubscribe rate
  11. 11. Triggered Emails • For example if person leaves an item in the shopping cart, the online store will send an email reminding to finish the order • 152% higher Click Through Rate • 73% higher Open Rate
  12. 12. Triggered Email Examples • Welcome emails • Customer satisfaction surveys • Cart abandonment emails • Re-engagement emails • Up-coming purchase emails: coupons
  13. 13. Social Sharing • 158% increase in CTR for emails with social sharing buttons Network LinkedIn Facebook Twitter Google+ CTR 7.9% 6.2% 6.2% 5.3%
  14. 14. Why People Share Emails • 73% to connect with others who share their interests • 68% to give people a better sense of who they are • 49% share products or services they care about with others • 69% to feel more involved in the world
  15. 15. Segment Your List • Example: by Time Zone, by geographic region, by gender • 30% higher open rates • 50% higher CTR • Customize emails to each segment
  16. 16. Consistent Experience • 20% discount message in the email • 20% discount message on the landing page • 20% discount message on check out page
  17. 17. Preview Pane • Preview Pane is viewed before opening the email • 400 by 300 pixels is viewable in Preview Pane • Think of Preview Pane like a banner ad to convince people to view the email
  18. 18. Email Marketing Tips • Optimizing emails for image blocking increased ROI by 9% in a case study • Include incentive in the subject line to increase open rates by 50% • Use snippet text to build on subject line (100 characters or less) • Set up auto reply emails that includes FAQs and link to unsubscribe

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