Presentation OMExpo - mobile and acquisition email

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Guillaume Lafond's presentation for OMExpo Madrid.

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  • → Quien hace campañas de email marketing de captacion ??
    → Quien piensa que tiene sus campañas email perfectamente mobile ready??
  • Vamos a ver unas estatisticas gloables para dar un poco de contexto a todo esto.
  • 55% - Esto es el tipo de penetracion de Smartphone, dentro de la poblacion total 2013 - Top 5 EU markets
    Quiere decir que ya mas de la mitad de la poblacion tiene un smatphone, y crece muy rapidamente
  • Y
    Email todavia es el USO numero 1 de Smartphone y tablets
  • Como consecuencia, en dic. 2013 segun Litmus, mas de 50% de la aperturas de eMails han sido hecha desde dispositivos moviles
    Eso varia mucho por mercados, segmentos de usuarios, pero da una muy buena imagen de lo que ocurre
  • Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • 2 years since Responsive Email design exists
  • Most emails are still not mobile ready
    WHY ??
    -- Work habits // 10 years in fornt of 17 inches screens using outlook
    -- Expertise // Email isn’t as easy, especially responsive
    -- Lack of stats // Email sending tools
  • Good practices : Tell the users « For an optimized shopping experience, please visit our website from a desktop computer »
  • Good practices : Tell the users « For an optimized shopping experience, please visit our website from a desktop computer »
  • Not working on 100% of the email clients but It works on iPhone, iPad, Android (90%+)
  • It’s never been a good practices to send straight to your Website page in acquisition.
    With mobile traffic it is even more important.
    You need a smart landing page
  • Preheader are important in Email marketing in addition to Subject line and Sender name
    Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • Preheader are important in Email marketing in addition to Subject line and Sender name
    Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • Preheader are important in Email marketing in addition to Subject line and Sender name
    Even more important in Mobile : Apple Mail / Gmail for Android ➔ User read it
  • Powerspace
    - 2008 - 30 employee - Barcelona and Paris - 40 active clients - operting campaign in 6 markets - 6.5m€ in Sales
    Who is using email as an Acquisition Channel ??
  • Presentation OMExpo - mobile and acquisition email

    1. 1. Acquisition Email Mobile best practices Guillaume Lafond, CEO @pwspace April 10th , 2014
    2. 2. • Launched in 2008 • 30 employees • Offices Barcelona & Paris • Operations in 7 markets • 45 active clients, 180 publishers • >500 campaigns per month Full-service email advertising solutions
    3. 3. mobile stats
    4. 4. 55% UK, Spain, Germany, France, Italy (2013) European SIM connection by Technology (Millions) - Source : GMSA intelligence Smartphone penetration
    5. 5. Source : Pew research Center’s Project for Excellence in Journalism in Collaboration with The Economist Group Email is the #1usage on smartphones and tablets
    6. 6. 50% Source: Litmus, December 2013 of mobile opens As a result:
    7. 7. 52% 20% 27% Other 1% Source : Litmus, October 2013
    8. 8. 2% Source : APMEL, research based on 1287 advertisers - December 2013 advertisers with fully mobile ready emails
    9. 9. Brand image, response rate deliverability, conversion, sales…
    10. 10. Website not mobile ready? Not an excuse to screw email experience!
    11. 11. « For a better shopping  experience, please visit our  website from a computer »
    12. 12. Non mobile email Retention All your emails Acquisition Transactional
    13. 13. A multi-screen channel You can’t buy only mobile traffic
    14. 14. Responsive Design
    15. 15. screen size conditions CSS / Media queries
    16. 16. Email
    17. 17. Landing page
    18. 18. Classic vs. Responsive
    19. 19. Email Creative
    20. 20. Landing Page
    21. 21. campaign stats
    22. 22. 24% mobile Leads Source : Powerspace campaigns – December 2013 / January 2014
    23. 23. Our forecasts (Dec. 2014)
    24. 24. Usage per Age Source : Powerspace campaigns – December 2013 / January 2014
    25. 25. Don’t waste mobile traffic, collect leads!
    26. 26. People use different devices Source : Google - The new multi-screen world 2012
    27. 27. Email E-commerce 99.5% lost traffic
    28. 28. Email > Landing page > Welcome Email > E-commerce 20%-35% leads CRM
    29. 29. Experience your campaigns as the final user
    30. 30. Take care of your pre-headers
    31. 31. Mobile user targeting App installs Email to store Device specific funnels Geo targeting Dynamic content… So much more to do!
    32. 32. Mobile is a great opportunity for email BE READY
    33. 33. Thank you! Visit us on stand D8 Follow us on Twitter: @pwspace

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