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Mobile E Mail Marketing

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So erreichen Sie Ihre Zielgruppe unterwegs

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Mobile E Mail Marketing

  1. 1. Mobile E-Mail Marketing So erreichen Sie Ihre Zielgruppe unterwegs artegic AG Nico Zorn, Head of Online-Marketing
  2. 2. artegic entwickelt Technologien für digitale Kommunikation und ist Hersteller der E-Mail-, SMS- und RSS-Marketing Software ELAINE PX.
  3. 3. Der nächste große Trend im Internet?
  4. 4. Mobilität.
  5. 5. „In sechs Jahren wird der Großteil der Internetnutzung nicht mehr auf dem Personalcomputer stattfinden, sondern auf dem Handy. Die Zukunft ist das drahtlose Internet – damit die Menschen es überall und jederzeit nutzen können.” Jerry Yang (Chefstratege von Yahoo!, FAZ-Interview)
  6. 6. „Wir sehen im Mobilfunkmarkt beträchtliche Wachstumschancen. In einigen Ländern hat das Mobiltelefon schon den PC überholt, wenn es um den Zugang zu Informationen geht.“ Philipp Schindler (Googles Nordeuropa-Chef, FAZ-Interview)
  7. 7. „E-Mail wird SMS und MMS auf mobilen Endgeräten den Rang ablaufen“ (ECO-Expertenumfrage)
  8. 8. E-Mail wird mobil • Mobile E-Mail wird einfacher – Vorinstallierte Software, große Geräteauswahl • Datentarife werden bezahlbar – Simyo: Preissenkung um 98 % • Unternehmen drängen in den Privatkundenmarkt – 1&1 Pocket Web, Blackberry – Early Adopters nutzen bereits heute den mobilen E-Mailzugriff
  9. 9. Praxisempfehlungen
  10. 10. Analyse Nutzt Ihre Zielgruppe bereits den mobilen E-Mailzugriff? • Kundenumfrage • Voting auf der Website • Zugriffe der User-Agents auswerten • Ggf. im Anmeldeprozess abfragen (Text / HTML / Mobile E-Mail) • Ggf. separaten Verteiler anlegen
  11. 11. Design & Format • Darstellung auf mobilen Endgeräten testen • Plaintext-Version (Multipart) • Zeichenanzahl von Links gering halten • Abmeldung testen • SMS als Alternative • Mobiler Rückkanal – Telefon-Nummer – mobile Landing Page
  12. 12. Inhalt • Above the fold: Das Wichtigste nach oben – meint: Im ersten Satz! • Kurze Texte (2-3 Absätze) • Kurze Betreffzeilen • Wie immer gilt: Die Nachricht muss erwünscht und relevant sein!
  13. 13. Darstellung auf mobilen Endgeräten Plattform / Endgerät Zeichenanzahl Beispiel HTML? Betreff Windows Mobile 5.0 39 Lorem ipsum dolor sit - amet, consectetue a Windows Mobile 6.0 39 Lorem ipsum dolor sit amet, consectetue Blackberry (blue, ältere 18 Lorem ipsum dolor - Modelle) Blackberry (silver, 10 Lorem ipsu - neuere Modelle) a iPhone ? ?
  14. 14. Fazit • Mobile E-Mail wird sich zum Massenmarkt entwickeln • Einige Zielgruppen (z.B. Finanzbranche) und Early Adopters nutzen bereits heute mobile E- Mail • Machen Sie Ihre E-Mail Marketing-Strategie fit für die mobile Zukunft!
  15. 15. Vielen Dank! Informationen zu ELAINE: www.elaine.de Newsletter mit Praxistipps für erfolgreiches E-Mail Marketing: www.elaine.de/newsletter Kontakt: nico.zorn@artegic.de Tel.: 0228 22 77 97-31 www.artegic.de

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