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Almost done with the charts, I promise… but this one is fascinating to me… not only is social not killing email, it seems that people who use social networks are the most likely to check email the most frequently during the day. This says a few things to me… 1) it’s a myth that people who use a social network preferred to communicate through that network… I think people prefer to be communicated in different ways for different things. 2) Social network users are obviously highly active and could be the most active users on your email subscriber list… 3) I’m betting a lot of this correlates with the usage of a mobile device… as in the user is checking it all day.4) Email is social… I don’t mean is “like” or “ works well with”… I mean it is a social media.
Over 50% of foursquare uses are on twitter
Who has heard of Google+? How has opened an account on Google+? Why is it important to email?... I think it’s a glimpse into where things are going and a step in the evolution of digital messaging integration.
"It only takes 20 people to bring an online community to a significant level of activity and connectivity." (Ning via TheNextWeb)Facebook has lists and groups, but it didn’t start out that wayConditioning users to think in circles
The New Inbox and Other Innovations Part 2
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 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.
Mobile Enabled EmailOne email that reformats itself when opened on differentdevices. Email creative /content is optimized for the devicein real-time. Outlook 2010 iPhone
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.
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?
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)
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.
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
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?