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The New Inbox & Other Email Innovations                  Part II
Why Should I Care?89.6 million Americans used their mobilephone to access email from Sept-Nov 2011(comScore)
Case Study•   Through device tracking, BrightWave has seen a trend through our B2C client base    of increased smartphone ...
Mobile Enabled EmailOne email that reformats itself when opened on differentdevices. Email creative /content is optimized ...
Increased ResultsOne email that reformats itself when opened on differentdevices. Email creative /content is optimized for...
The New Inbox
Honeycomb
iOS5
Email Opt In?
Email Opt In?
Thousands of New Acquisition Opportunities
Know Thy Platform•   Email – Messaging/Conversion/Awareness Platform     Why Should I Opt in/Read/Click?     Average Open ...
Tapping 800M Users?•   55% of marketers stated that they have fan pages on    Facebook (Relevancy Group, 2011)•   41% of t...
Who checks email the most?
Facebook
Facebook
Facebook Drives Email           Use One Platform to Build           Lists & Drive to Preferred             Distribution Ch...
When in Rome…
QR promotion in-store        Aisle                 Mobile               Email       Hanger                 Sign-up        ...
Location
Location
Google+
Google+
Google+, It’s about the Circles                                             Family thatEmail Nerds     Social             ...
Google+, Segmentation•   Circles, what does this mean for brands?•   Further conditioning users to partition communication...
Email’s Effectiveness in the Eyes of the CMO
Free White Paper30
31
The New Inbox and Other Innovations Part 2
The New Inbox and Other Innovations Part 2
The New Inbox and Other Innovations Part 2
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The New Inbox and Other Innovations Part 2

  1. 1. The New Inbox & Other Email Innovations Part II
  2. 2. Why Should I Care?89.6 million Americans used their mobilephone to access email from Sept-Nov 2011(comScore)
  3. 3. Case Study• Through device tracking, BrightWave has seen a trend through our B2C client base of increased smartphone usage • Many B2C subscriber lists are seeing usage in the range of 13 - 15% for just iOS (iPad & iPhone) and Android mobile operating systems • BrightWave also discovered that at certain times of the day these smartphone users could represent 30% or more of the people who opened campaigns (e.g. 5pm - 9pm/et)• With such a high rate of engagement, BrightWave recommended and implemented a mobile enabled email campaign for Ted’s Montana Grill.• This campaign, leveraging BrightWaves proprietary methodology, distributed an email that was able to deliver alternate layouts and content for multiple devices, in real-time. If a user opened the email on a desktop they received a desktop version, and if they opened it on one of these smartphone devices they received a version optimized for that device. • About 1 - 2% of the total list opened on both a desktop and mobile device so in turn were exposed to both sets of content.
  4. 4. Mobile Enabled EmailOne email that reformats itself when opened on differentdevices. Email creative /content is optimized for the devicein real-time. Outlook 2010 iPhone
  5. 5. Increased ResultsOne email that reformats itself when opened on differentdevices. Email creative /content is optimized for the devicein real-time. iPhone The results were a 6.5% (average over two campaigns) incremental lift in primary call to action over the test groups. Lifts in some of the secondary calls to action (including subscribing to social media channels [e.g. 30% lift to Facebook] were much higher.
  6. 6. The New Inbox
  7. 7. Honeycomb
  8. 8. iOS5
  9. 9. Email Opt In?
  10. 10. Email Opt In?
  11. 11. Thousands of New Acquisition Opportunities
  12. 12. Know Thy Platform• Email – Messaging/Conversion/Awareness Platform Why Should I Opt in/Read/Click? Average Open Rate: 23% Click Rates 6% (Epsilon 2011)• Social – Engagement Platform Why Should I Like/Follow/Check In/Read/Click?
  13. 13. Tapping 800M Users?• 55% of marketers stated that they have fan pages on Facebook (Relevancy Group, 2011)• 41% of those with branded fan pages are acquiring email addresses on them (Relevancy Group, 2011)• 41% of B2B companies are acquiring customers through Facebook (Hubspot, 2011)
  14. 14. Who checks email the most?
  15. 15. Facebook
  16. 16. Facebook
  17. 17. Facebook Drives Email Use One Platform to Build Lists & Drive to Preferred Distribution Channel
  18. 18. When in Rome…
  19. 19. QR promotion in-store Aisle Mobile Email Hanger Sign-up Coupon QR Code prominently placed on hanger to attract smartphone users. Back-up URL for those without QR code scanner would also be placed on hanger.
  20. 20. Location
  21. 21. Location
  22. 22. Google+
  23. 23. Google+
  24. 24. Google+, It’s about the Circles Family thatEmail Nerds Social will never Family 176 Ninjas know what 18 7,344 Google+ is 17 Ex- People whoPeople who People I met girlfriends in the parking have read are dead who stalk lot my book to me me 5 2 5 40
  25. 25. Google+, Segmentation• Circles, what does this mean for brands?• Further conditioning users to partition communication• Increases the importance of segmenting email list to increase relevancy• What circle will your brand land in?
  26. 26. Email’s Effectiveness in the Eyes of the CMO
  27. 27. Free White Paper30
  28. 28. 31

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