Email Marketing Trends for Mobile World

Email Marketing
in a Mobile World
by Tamara Gielen, Plan to Engage

@tamaragielen
• 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

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

4 Email Marketing Trends
for 2013

Trend #1.
Email Marketing
is Alive and Kicking!

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%


Social media need email


Trend #2a.
From Email Marketing
to eCRM and Beyond

Customer
Lifecycle
Marketing


Trend #2b.
Automation Saves Time &
Increases ROI

Wouldn’t you like to…

…send more relevant
emails, more often with
fewer resources?


Fact

Triggered emails represents
already 22% of email volume
(up from 2,2% in 2011).
MarketingSherpa, 2012 DMA Conference


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)


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


Case Study: Travel Sector

triggered emails = only 3-
5% of email volume but
they generate 45% of
profits

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 …


Trend #3.
Deliverability Now
Also Based on Metrics
You Can’t Measure

Trend #4.
Mobile Readership
is Growing Rapidly

Mobile opens increased 123%
in 18 months

Source: Litmus.com

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)


Source: Pew Research


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)


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”


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)


It’s a numbers game…

• Population: 6.9 billion
• PCs: 1 billion
• TVs: 2 billion
• Mobiles: 5 billion


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)


We’re not only dealing
with smaller screens


But the context changes as well


People check emails on mobiles:

• In bed
• In the bathroom
• Whilst intoxicated
• To kill time
• Watching TV
• At the Gym
•…


How do we make our
emails mobile-friendly?

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


Less above the fold


Bigger fonts


Design for the finger
• Minimum 44x44 pixels


Space out links & increase size

Zettasphere


Use app-style buttons for CTAs


Use the pre-header


subject lines as primary content


Keep designs simple!


Gain inspiration from the
simplicity of mobile apps


But that doesn’t mean
you can’t get clever!


Consider the weight of the email

The W3C advises mobile emails be under 20K
Style Campaign

Responsive design


Increase font-size

Resize images

Adjust layout

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
•…


Consider:

If you’re hiding content,
just how imperative is it?


Optimize your landing pages!


Make forms short & simple


Your homework assignment
First:

• Find out what percentage of your audience reads
your emails on a mobile device

• Adapt your templates for mobile readership


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


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


Email Marketing Trends for Mobile World

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