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The Evolving
Inbox
2/25/2011

Kath Pay
Strategic Consultant, DM Inbox
@kathpay
Who am I?
#1 More types of Inboxes
#2 Portable Inboxes
Emails on Mobiles

• Mobile readers are more sticky because of
  the „killing time‟ factor (Nielsen Norman Email Newsletter
  Usability Report 2010)
Growing usage

• 13.36% subscribers read email on mobiles, with 65% of
  that activity being the iPhone

• November 2010 30% of mobile users accessed emails
  on their mobile – an increase of 36% from the previous
  year(USA)
ComScore MobiLens



• Mobile Email usage increases by 47% (Australia)
Acma.gov.au
Check your Readership




 www.litmus.com
Consider a Mobile Version
#3 Facebook’s new messaging
system
Prediction



   50% of consumers will begin to use a
   Facebook .com address



The Relevancy Group: The Social Inbox – The Impact of Facebook Messages on Email
   Marketing
Text version is default
....Click expand
Facebook Messaging


• No Subject Lines
• 60 character line limit
• URLs are not automatically turned into
  web links
• Delivery to „Other‟ email inbox unless they
  have „liked‟ you
#4 Hotmail Active Views

 “The other type of Active View comes from websites that
 provide you up-to-date information and content that you
 can interact with.
 These messages are like mini-websites in your inbox. So
 when you open these messages and interact with them,
 it‟s like you have gone to their website. If you don‟t click
 anything inside the message, they‟ll only know that you
 opened the message and what your browser settings
 are”
Happens by default....
Interactive email
#5 Your inbox may not be as it
           seems
Measure who’s viewing in what
#6 ISP’s facilitate inbox
management
More important than ever…
Every little helps
Make it easy for them
#7 Deliverability based on
     engagement


1.   Message read, then deleted
2.   Message deleted without reading
3.   Message replied to
4.   Frequency of receiving
Hotmail snapshot
Gmail Priority Inbox

1. Based on Google‟s Prediction
2. Starred mail
3. Interaction with the email


Not for the faint-hearted –
Gmail‟s secrets
http://www.google.com/buzz/goog.re
search.buzz/DvRkTRUBSys/This-
paper-is-short-but-sweet-and-quite-
accessible
Priority Inbox snapshot
Intelligent Inboxes need...



    Intelligent Messaging
http://www.litmusapp.com
Get their attention

From Field                  Subject Line




             Preview Pane
Welcome Programmes




       Day 1 of subscription
Maximise this fabulous
opportunity




         Day 3 of subscription
3 emails in 6 days




         Day 5 of subscription
Intelligent Inboxes needs...



    Intelligent Design
Utilise the Pre-header space
Overcomes image blocking
Use snippets wisely & stand out
in the crowd
Intelligent Inboxes need...



         Interaction
Make it easy to interact


• Don’t hide the CTA behind an image
• Place the CTA within the preview pane
• Test your copy, offer and placement
Measuring engagement
Price of un-engagement
Thank You

            The Evolving
            Presentation Sub-Title
            Inbox
            Kath Pay
            Strategic Consultant, DM Inbox

            kath@dminbox.com
            +44 (0) 20 8297 8299
            @kathpay
            www.linkedin.com/in/kathpay

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Oms London Evolving Inbox - Kath Pay