In this presentation, you'll learn:
The future of email: What does email look like in 5 years?
The cutting edge: Who’s innovating email today?
Pixels vs people…the future of CRM retargeting - LiveIntent
What’s new in email delivery? – Return Path
Did you say agile email? – Movable Ink
Email Marketing Scorecard: What’s your grade?
3. 3
AGENDA AND GOALS FOR OUR TIME TOGETHER
• The future of email: What does email look like in 5 years?
• The cutting edge: Who’s innovating email today?
• Pixels vs. people…the future of CRM retargeting – LiveIntent
• What’s new in email delivery? – Return Path
• Did you say agile email? – Movable Ink
• Email Marketing Scorecard: What’s your grade?
• Q&A
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THE FUTURE OF EMAIL
There will be a new “mobile-
only” email client that has
greater than 100M users.
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THE FUTURE OF EMAIL
Email addresses get fully
integrated into Google Wallet,
Windows, and payment
gateways (Square) to create a
global payments phenomena.
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THE FUTURE OF EMAIL
The idea of a “spam folder”
goes away and the
introduction of IPv6 leads to a
“credit score” of engagement
that drives all inbox delivery.
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THE FUTURE OF EMAIL
The “inbox” gets smart. No
more “newest at the top.”
Instead, it’s replaced with an
algorithm that learns who you
interact with most often and
how.
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THE FUTURE OF EMAIL
No more attachments (ever).
The cloudizing of email is
complete and everything is
referenced to a cloud
document and completely
trackable.
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THE FUTURE OF EMAIL
Email becomes 4D. Driven by
wide adoption of HTML5,
embedded Java, video and
other programming languages,
email comes to life.
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THE CUTTING EDGE
Data-driven email marketing has become real and
the best email marketers are leveraging a wide
spectrum of data.
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THE CUTTING EDGE
Social media logins are driving
more data opportunities for
email marketers and creating
more dynamic preferences and
less friction.
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THE CUTTING EDGE
Website and other online, as well as offline,
interactions are leading to more personalized
email marketing experiences.
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EMAIL BEST PRACTICES
Let’s agree on this....
Yes BIG DATA has 7 letters, but what is cool is actually doing
something with it...
Yes PERSONALIZATION has 15 letters, and yes, it is true, if you send
someone a message they want they will respond more...
Yes AUTOMATION has 10 letters, but a bad message that is
automated is still bad...
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EMAIL BEST PRACTICES
The math of PERSONALIZATION
Right Data + Content + Automation
Why these three?
Without them --- personalization does not scale!
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EMAIL BEST PRACTICES
SweetJack pulls in email content from
many different sources and places
different deals for each subscriber.
•Main Deal and Secondary Deals
populated from XML feed via smartGET.
Subscribers get different deals based on
preferences and propensity to purchase.
•Blog content pulled from website
•Facebook content pulled via XML feed.
•Also has static content
41. @liveintent @johnengler
Opens per device
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
18-20 21-24 25-34 35-44 45-54
Mobile
PC
Opens
Age
42. Retargeting Flow Chart
@johnengler@liveintent
① Customer visits your site
② Customer views a specific product
③ Customer leaves site without converting
④ They see your ad on another site
⑤ Customer returns to your site to convert
43. @liveintent
September 19th, 2013
$116M IPO
October 29th, 2013
$250M IPO $119 M
October 30th, 2013
$350 M
February 14th, 2014
@johnengler
May 14th, 2014
$310 M
48. @liveintent
Circa 1994 Present Day
@johnengler
By 2017,
there will be
5 Devices/Connections
for Every Internet User
Cisco VNI Global IP Traffic Forecast,
2012-2017
71. 1. The logged in audience is more valuable than the
anonymous audience
2. The email address is an inherently cross device ID
3. The hash of the email is a safe, reliable matching ID
@liveintent @johnengler
So…
72. @liveintent @johnengler@liveintent
Email Marketing Manager
(aka the "sender”)
Publisher
(aka the “seller”)
VP of Marketing
(aka the “buyer”)
• Acquire Subscribers
• Reach Current Subscribers in
3rd Party Media
• Become a CRM Retargeting
Platform
• Data-Rich Audience Segments
• Increase Reach and
Frequency
• Personalize Campaigns
73. @liveintent
For More on the Mobile Nature of Email,
Download Our Q1 2014 Report:
Email Everywhere: Adapting to
the Mobile Nature of Email
Email: jengler@liveintent.com
Visit: http://info.liveintent.com/Q1-
Report
@johnengler
94. Source: Symantec Security Technology and Response Group, August 2012
Around the world,
16 million phishing
messages arrive in
inboxes every single
day.
95. Source: Symantec Security Technology and Response Group, August 2012
50% of them are
opened
10% of them are
clicked on
97. Inbox Share: How Much Your Email Customer List
Overlaps and Engages with Your Competitor
Little overlap may indicate opportunity to increase
your market share.
Substantial overlap in combination with high
engagement indicates a healthy customer base.
104. Q: WHO ARE LIKELY ADVERTISING/CROSS
PROMOTIONAL PARTNERS?
A: Based on this chart, this could be a valuable
partnership.
Using Data From Email to Find
New Valuable Customers
105. Use Data from Email to Get Insight into
Other Marketing Channels
Company A Facebook
Q: SHOULD I BUY ADS ON FACEBOOK?
A: Based on this chart – absolutely.
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AGENDA
• Introduction to Movable Ink and Agile Email Marketing
• The Mobile Takeover: a 4 Year Transformation in the Making
• New Ideas for Email Marketing in a Mobile Dominant World
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MOBILE MOVED OUR CHEESE… FAST
Sources:
• Silverpop & Unica, “Optimizing for the Small Screen,” August 2010
• Movable Ink, “US Consumer Device Preference Report,” May 2014
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MORE EMAIL IS OPENED ON IPHONES THAN DESKTOPS
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR
Q2 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR
Q3 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR
Q4 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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THIS IS HOW THE MAP HAS CHANGED IN JUST ONE YEAR
Q1 2014
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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DESKTOP OPENS ARE DECLINING
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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SMARTPHONE OPENS DRIVE SALES ON OTHER DEVICES
11% of purchasers open on a smartphone first, then convert
on a different device
Source: Movable Ink, May 2014
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AND THERE ARE A LOT MORE IOS OPENERS
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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DEVICE USAGE OVER THE COURSE OF A DAY
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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DEVICE USAGE OVER THE COURSE OF A DAY
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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DEVICE USAGE OVER THE COURSE OF A DAY
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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TABLETS REPLACING DESKTOPS AS HOUSEHOLD PC
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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DESKTOP GIANTS AREN’T BEING SHY ABOUT IT
“It’s the tablet that can replace your laptop. It is
the most powerful, thinnest, and lightest
Surface Pro yet. It is a full PC and a brilliant
tablet.”
- Panos Panay, corporate vice president, Microsoft Surface
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FINAL THOUGHTS ON THE RESEARCH
• Smartphone opens might have peaked at slightly below 50%
• Tablets will continue to eat away at desktop market share
• The “tap-through rate” is the new click-through rate