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• 12+ years of experience in
email marketing & eCRM
• Author of “Be Relevant”
www.b2bemailmarketing.com
• Founder of the
“Email Marketer’s Club”
www.emailmarketersclub.com
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
3. About Plan to Engage
• Email & eCRM Strategy
• Contact Strategy
• Email Design & Coding
• Campaign Management
• Deliverability Support
• ESP Selection
• Response Optimization
• Workshops & Courses
www.plantoengage.com
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
6. Ranked 2nd in terms of ROI
1 SEO
73%
5 Social media
43%
2 6
Email Mobile
marketing marketing
72% 34%
3 PPC
7 Offline direct
Source: Econsultancy
marketing
56% 32%
4 Affiliate
Marketing
47%
© e-Dialog Inc. All Rights Reserved.
8 Online display
advertising 24%
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
7. Social media need email
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
8. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
12. Wouldn’t you like to…
…send more relevant
emails, more often with
fewer resources?
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
14. Fact
Triggered email messages had
96% higher open rates and
125% higher clickthrough rates
than ”batch and blast” emails
DMA Email Experience Council & Epsilon (2012)
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
15. Fact
Triggered email messages
can generate 3x the revenue
and 7x the profit of broadcast
campaigns
The ROI of E-mail Relevance - Jupiter Research, 2005
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
16. Case Study: Travel Sector
triggered emails = only 3-
5% of email volume but
they generate 45% of
profits
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
17. How to get started
• Map out the Welcome emails
customer journey Abandoned shopping carts
• Identify relevant Abandoned search
events that can serve Order notifications
as triggers
Status updates
• Avoid the creepy
factor! Shipping notifications
• Test & optimize Surveys/Reviews/Feedback
• Consider a triggered Reactivation messages
series vs. a single Lead nurturing streams
message …
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
19. ©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
21. Mobile opens increased 123%
in 18 months
Source: Litmus.com
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
22. Results may vary
Mobile will account
for 15 to 65% of email
opens, depending on
target audience, product
and email type.
eMailmonday - “Party safe mobile email stats” (2013)
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
24. Same email account,
multiple devices
90% of smartphone
owners access the same
email account on mobile
and desktop.
ExactTarget – “The 2012 channel preference survey” (2012)
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
25. Mobile email influences purchases
Mobile purchasing decisions
are most influenced by
emails from companies
(71%) only surpassed by the
influence of friends (87%).
Adobe
“2013 Digital Publishing Report: Retail Apps & Buying Habits”
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
26. The future of email is mobile
78% of US email users will
also access their emails
via mobile by 2017
Forrester Research
“Email Marketing Forecast 2012 – 2017″ (2012)
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
27. It’s a numbers game…
• Population: 6.9 billion
• PCs: 1 billion
• TVs: 2 billion
• Mobiles: 5 billion
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
28. Do you know?
48% of marketers don’t
know what percentage of
their emails are read via a
mobile device – do you?
eConsultancy – “Email Marketing Industry Census” (2012)
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
29. We’re not only dealing
with smaller screens
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
30. But the context changes as well
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
31. People check emails on mobiles:
• In bed
• In the bathroom
• Whilst intoxicated
• To kill time
• Watching TV
• At the Gym
•…
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
32. How do we make our
emails mobile-friendly?
33. Design for the 80/20 Rule
Web users spend 80% of their time looking at
information above the page fold. Although
users do scroll, they allocate only 20% of
their attention below the fold
Source: http://www.useit.com/alertbox/scrolling-attention.html
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
34. Less above the fold
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
35. Bigger fonts
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
36. Design for the finger
• Minimum 44x44 pixels
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
37. Space out links & increase size
Zettasphere
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
40. subject lines as primary content
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
42. Gain inspiration from the
simplicity of mobile apps
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
43. But that doesn’t mean
you can’t get clever!
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
44. Consider the weight of the email
The W3C advises mobile emails be under 20K
Style Campaign
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
45. Responsive design
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
49. And lots more…
• Fixed to fluid containers
• 2 column to 1 column
• Line-height
• Hide images/containers/content
• Change alignment i.e. left to centre
• Rework navigation
•…
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
50. Consider:
If you’re hiding content,
just how imperative is it?
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
52. Make forms short & simple
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
53. Your homework assignment
First:
• Find out what percentage of your audience reads
your emails on a mobile device
• Adapt your templates for mobile readership
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
54. Your homework assignment
Second:
• Sit down and have a good look at last year’s
metrics
• Make a list of what went well, and what didn’t
• Remember that testing is the only road to
success
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com
55. Thanks!
• Tamara@PlanToEngage.com
• +32 477 666 930
• @tamaragielen
• www.linkedin.com/in/tamaragielen
Check out our educational email marketing
webinars: www.brighttalk.com/channel/8461
©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com