As the places that we use the Internet slowly change and develop, with the increasing penetration of smart-phones and other mobile devices like tablets so too do the types of tasks that we carry out on our work and home PCs and on mobile devices. This chart shows the breakdown of activities typically undertaken on an Internet-enabled mobile phone; here email rules the roost, (specifically checking personal email) with search, news, maps, and social networking following up the rear. Also interesting to note that Mobile shopping currently has a small sharehold in this chart but it’s an area of incredibly rapid and recent growth with developments in mobile versions of websites, an increase in consumer confidence and the development of more powerful Apps to support transactions. So, there’s tremendous growth here in this space, we’re seeing sales of phones and tablet devices cannibalise PC sales globally, in a world where we all have our one-stop-shop digital companion in our pocket, it’s important to know and note that email is still the number one form of communication and activity.
Source: Dell SMB QBRThis shows recency of clicks/opens compared to tenure in the base.Illustrates the fact that there’s a natural attrition affecting winback and that you have more chance with some than others.
Confused.com Example – One size fits all Highly targeted approach, allowing personalised content (sections aimed at lapsed users, amongst others)Confused.com now sends more than 500 different versions of its newsletter, matched to audience profiles based on click activity, browse & purchase dataRelevance is key to engagement – users may have lapsed due to previous one size fits all approach. Comms now more engaging due to relevance, with opportunity to tailor to different segments – e.g. lapsed.
More than half of consumers in the U.S. and U.K. stated they have an interest in getting alert messages that are specific to their relationship with the organization. 43% say they would like companies to send them follow-up messages after their customer service experience. Such service-oriented transactional messages offer marketers the opportunity to further embellish the service content with offers or ad inventory.“Marketers and vendors will fail to be best-in-class without e-mail programs that are automated around subscriber behavior and data integration.” The ROI of E-mail Relevance, Forrester Research, September 16, 2009
Consumers want messages that arrive when they are thinking about a brand they like or product they want. Marketers must automate messages so that they are sent as a timely response to a customer behavior, action or event, but also controlled based on expressed or inferred preferences for channel delivery, message frequency, and recent experience with the brand.
So, here are the six factors all together. They overlap to a degree, and every one of them can be used in a coordinated, integrated way, to leverage the impact of your messaging.
Example Image SlideTo add a border to the picture Click on the picture and the select the PICTURE TOOLS FORMAT too from the tool bar at the top of the screenSelect the 1st option of the left (Simple Frame, White)DONE
14 % emails opened 0.0% 10.0% 40.0% 20.0% 30.0% 50.0% 60.0% 0-3mth clicked 41.1% 0-3mth opened 33.5% 3-6mth clicked 5.8% 6-9 mth 3-6mth opened 6-9mth opened or clicked 5.1% 3.4% 9mth neither clicked nor opened 2.4% 0-3mth clicked 44.7% 0-3mth opened 35.7% 3-6mth clicked 5.7% 9-12 mth 3-6mth opened 6.8% 6-9mth opened or clicked 2.9% Natural attrition affects winback 9mth neither clicked nor opened 1.7% 0-3mth clicked Engagement Trends 49.2% 0-3mth opened 37.3% Tenure and Recency % e-mails opened in FY10 Q4 3-6mth clicked 5.9% 1-2 yrs 3-6mth opened 6-9mth opened or clicked 5.2% 3.4% 9mth neither clicked nor opened 2.1% 0-3mth clicked 47.2% 0-3mth opened 40.3% 3-6mth clicked 6.1% 2+ yrs 3-6mth opened 6.4% 6-9mth opened or clicked 3.8% 9mth neither clicked nor opened 2.2%