The Value of Email, Mobile & Social in South Africa
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A look at the value of email, mobile and social marketing in South Africa: email, mobile and social. Highlights: • Email, Mobile & Social – The Facts and Figures • Email Marketing ROI – Show Me the Money • The Social Inbox – Complement not compete
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The Value of Email, Mobile & Social in South Africa
- 1. The value of email, mobile, social In South Africa
- 2. The Current SA Landscape - Online Population: 51 700 000 Million 14 000 000 online users = 27% penetration rate 9,4 Million 5,5 Million 2,7 Million 18% 10% 5% Source: http://themediaonline.co.za/2013/07/fourteen-million-internet-users-in-south-africa/ Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Source: http://www.adlip.com/market-5-5-million-active-s-twitter-users-2014/ Source: Bluemagnet – The state of social media in SA 2013 @Everlytic #markex2014
- 4. 0 10 20 30 40 50 60 70 80 90 100 Email Facebook News Other Social Networks Browsers Twitter What is the first thing you do when going online What is the second thing 78 % of people read their emails first thing in the morning. Source: Everlytic, Demystifying the inbox research study 2012 Behaviour -Email @Everlytic #markex2014
- 5. Source: Everlytic, Demystifying the inbox research study 2012 Behaviour -Email @Everlytic #markex2014 61 % of people constantly check their email.
- 6. @Everlytic #markex2014 So where does email marketing fit in?
- 7. Email Marketing @Everlytic #markex2014 Source: http://www.business2community.com/email-marketing/email-marketing-dead- 0903273#!UQCi8
- 8. Email Marketing @Everlytic #markex2014 Source:2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
- 9. Lets Understand WHAT Email Marketing Is. @Everlytic #markex2014 Email marketing is: • Reputation management tool • Trusted and widely used • Used for lead generation • Customer centric • Personalised Email marketing is not: • Spam! • Dead • For brand awareness • Company centric • Impersonal
- 11. @Everlytic #markex2014 But what devices are people using now to view messages besides desktops?
- 12. Email Viewed on Tablets and Mobile @Everlytic #markex2014 5,98% of people are viewing their emails on tablets 52,97% of people are viewing their emails on mobile phones. Source:Source: Demystifying the inbox: research study 2012
- 13. The SA Mobile Landscape @Everlytic #markex2014 Source:Source: Demystifying the inbox: research study 2012 Active Smartphones: 16 300 000 Active subscriptions: 68 390 000
- 14. The SA Mobile Landscape @Everlytic #markex2014 Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent 29% 30% 31% 32% 33% 34% 35% 36% 37% 15,000,000 15,500,000 16,000,000 16,500,000 17,000,000 17,500,000 18,000,000 18,500,000 19,000,000 March April May June July August September October November December
- 15. Smartphone Usage @Everlytic #markex2014 Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf
- 16. Responsive Design @Everlytic #markex2014 Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf
- 18. Why @Everlytic #markex2014 If an email doesn’t look good on a mobile device, a whopping 80% of people will delete it without reading it
- 19. HTML Vs Plain Text @Everlytic #markex2014 HTML stands for HyperText Markup Language. It’s the way web pages and email templates are coded so that text is formatted and images are added. Plain Text is regular text, with no formatting options such as bold, italics, underlines, or special layout options. Source: http://blog.cakemail.com/html-vs-plain-text/
- 20. @Everlytic #markex2014 Where social media meets email marketing…..
- 21. Social Needs Email @Everlytic #markex2014
- 22. Email From Social Are Sent To Us @Everlytic #markex2014
- 23. The World of Zando…… @Everlytic #markex2014
- 24. The World of Zando…… @Everlytic #markex2014
- 25. The Difference Between Social And Email @Everlytic #markex2014 Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/
- 26. It All Fits Together @Everlytic #markex2014 Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/
- 27. @Everlytic #markex2014 Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Wrapping Up Search Content (Educates) Google
- 28. @Everlytic #markex2014 Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Wrapping Up Google Search Content (Educates) Newsletters Announcements Transactional mail Email Content (Engages)
- 29. @Everlytic #markex2014 Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Wrapping Up Twitter – Information portal Facebook - Newsletters Announcements Transactional mail Search Content (Educates) Email Content (Engages) Google Social Content (Entertains)
- 30. POPI @Everlytic #markex2014 What is this mailer missing? • Explicit consent – Can send one mail to gain consent • Footer – Complaints link – Unsubscribe link • Company Details • Buying of database?
- 31. Some future insights @Everlytic #markex2014 Source: http://imsoup.com/11513/the-state-of-email-marketing-dos-and-donts-for-your- success/ Source: http://davidboozer.com/a-blog-is-your-email-marketing-campaign-publish-hit- • The use of email filters is increasing. • Younger demographics (18 to 44 years) show less tablets and more smartphones • Video in email • Remarketing and email. • A blog is your email campaign
- 33. @Everlytic #markex2014 Drive traffic to the website Increase sales Encourage repeat purchases by existing clients Email generates 10% of wantitall.co.za’s total sales.
Hinweis der Redaktion
- How does a typical work day start for most working adults in South Africa ? Once we have turned on our PC’s, what is the first thing we do?
- 78% of people first look at their emails once they go online, then they go to news, social networks ect…….
- 61% of us are constantly checking our email? (ok admit it how many of you are currently checking your email on your mobile/ tablet now? Or at lest since you’ve arrive at MarKex?
- How does a typical work day start for most working adults in South Africa ? Once we have turned on our PC’s, what is the first thing we do?
- In a recent study commissioned by the UK Marketing Network, conducted with their 50 000 members, it showed that email marketing is one of the most trusted and widely used marketing tactics today. Email and Social media are in fact both sitting at the 81,3%, which makes sense as email and social media compliment each other, and we will discuss this in more detail later on in the presentation. Email marketing spend is also increasing
- 60 % of B2B marketers believe eNewsletters are effective.
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- 68 million mobile subscriptions, which means there are more phones than people in South Africa. A 132% mobile penetration. There are people that have a cellphone but no bank account. Currently there are about 16,3 Million active smartphones in South Africa.
- Given that the networks are adding at least a million smartphones a quarter, penetration will reached 33.3% in March at the end of this year. That’s one in three South Africans with a smartphone. And as you can see if we continue to map this out its only going to get bigger. And where South Africa goes the rest of Africa follows, for those marketers whom are looking beyond SA opportunities.
- 23% of smartphone users use their phone for email. This is second to instant messaging and ahead of social media.
- How does this affect your campaign? Emails can be received and viewed in both HTML or Plain-Text formats. Depending on the email client or particular settings your recipients are using, an HTML campaign may or may not be able to be displayed. If HTML is recognized, your recipient will see the campaign with images, text, and designs you may have chosen when you created your campaign. If the HTML is not recognized (which may happen if the recipient is opening the email on a mobile phone, for example), it is important to have a plain text version of your campaign as well so that an email client can default to it. Remember that plain text emails are not as easily trackable. We also recommend you try to limit the characters in the length of the URL – not only will it look sloppy when not masked by a title, but anything over 80 characters will cause the URL to break. Your plain text version can include URLs, such as http:// and ftp:// Hints: Generate a plain text version based on your HTML version by clicking Generate from HTML on the Edit plain-text version section in the Email Campaign Builder. Additional formatting is still required. If you would like to know what HTML code works best for particular email clients, you can refer to the Email Standards database and Litmus
- 1) Mass emailers are on their way out. If you don’t personalise a mail you will be “filtered”. 2) Understand what your target audience is using (device) to read your mailers and think about how you can improve the experience for them. Also take into account HTML vs Plain text formats. 3) Previously technology challenges have made the implementation difficult but as technology improves, this trend will increase. 4) Setting up drip campaigns to talk to your customers at different stages of their buying cycle has proven a successful conversion strategy. 5) Gmail recently released news that gmail is now moving to its new grid style promotion tab (similar to pinterest), but content is still king, so this where your blog meats social media which meets emailers.
- He used email and social media to raise funds for his campaign through donations. “75% of the $934 million raised by Obama was attributed to digital and nearly all of that $700 million was raised through email”. - http://dmaemailblog.com/2013/03/20/how-the-obama-campaign-succeeded-with-low-open-rates/
- He used email and social media to raise funds for his campaign through donations. “75% of the $934 million raised by Obama was attributed to digital and nearly all of that $700 million was raised through email”. - http://dmaemailblog.com/2013/03/20/how-the-obama-campaign-succeeded-with-low-open-rates/
- He used email and social media to raise funds for his campaign through donations. “75% of the $934 million raised by Obama was attributed to digital and nearly all of that $700 million was raised through email”. - http://dmaemailblog.com/2013/03/20/how-the-obama-campaign-succeeded-with-low-open-rates/