Using case studies learn about the different email marketing strategies and tactics needed to succeed in the post-PC world including a discussion on real time optimization and mobile adaptation. Experience level: Intermediate Target audience: Merchants/Advertisers Niche/vertical: Email Josh Boaz, Managing Director, Direct Agents, Inc. (Twitter @DirectAgents) Dan Quintero, Co-Founder, AdStack (Twitter @AdStackInc)

1. ADAPTING EMAIL MARKETING FOR
THE POST-PC WORLD
Josh Boaz: Managing Director, Direct Agents
Dan Quintero: Co-Founder, AdStack

2. Agenda
Experience
Defining Terms
Current State of the Post-PC World
Why Mobile?
Why Mobile Email?
Challenges and Opportunities of Mobile Email
Case Studies
Questions

3. About Direct Agents
Founded in 2003
Named to the 2012 Crain’s Fast 50 List of privately held companies in New York
Listed as a top Direct Marketing Agency in Direct Marketing News’ 2012 Agency
Business Report
Accountable media buys- Expertise managing large scale campaigns tied to
performance
Developed relationships with top tier email and mobile publishers
Our Full Service Agency Approach

4. About AdStack
Real-Time email optimization – always show the most engaging content
A/B/n test email campaigns as they run – eliminate the need for split sends
Segment users with proprietary and third part data on-open
Viewing experience optimized per device – Android, iPhone, Tablet, Desktop
Built in performance and analytics dashboards
Actual performance increases:
+50% Increase in CTR vs. Single Content
+28% Increase in CTR vs. Traditional A/B/n Testing
+53% Revenue

5. Defining Terms
Email Marketing
Acquisition email vs CRM email
What is the Post-PC World?
By 2013, mobile devices will overtake PCs as
the most common web access device
worldwide (Gartner, 2010)
What is Mobile?
Smartphones
Tablets

6. Current State of the Post-PC World
Smartphone and media tablet sales are increasing dramatically
• 660 million smartphones and 106 million media tablets forecasted to be shipped
globally in 2012, up 33% and 53% from 2011 respectively
44% of all Americans age 12 and over own a smartphone, representing half of all
cell phone owners (Edison Research, 2012)

7. Current State of the Post-PC World
Approximately 70% of smartphone users purchase from their smartphones every
month, 30% of purchasers spend $20 or more

8. Current State of the Post-PC World
Approximately 80% of tablet users purchase from their tablets every month, 46%
of purchasers spend $20 or more

9. Current State of the Post-PC World
Android is the dominant mobile
operating system among smartphone
users, iOS is a close second
Recent buyers are mainly split
between Android and iOS with
Android slightly ahead

10. Why Mobile?
Reach your target customers with the right message at the right time, no matter
where they are.
According to ComScore there are over 100 million smartphone users in the US
Forecast from eMarketer predicts the number of US tablet owners to more than
double from 33.7 million to nearly 70 million in 2012

11. Why Mobile?
Advanced ad targeting including by geo-targeting, operating system, device, time
of day, content or keywords, demographics and more
Sophisticated campaign tracking and analytics tools available

12. Why Mobile Email?
669.5 million people used mobile email in 2011 and the number is expected to
grow to 2.4 billion by 2016 (Portio Research, 2012)
According to a study by ReturnPath, email opens on mobile devices (smart phones
and tablets) grew 82.4% in the past year and is currently on track to surpass both
webmail and desktop email views by as early as this summer
Of the 27.39% of emails opened using a mobile device, 20.63% of emails were
opened on a smartphone, with 6.76% being opened on a tablet (Knotice, 2012)
Source: Litmus, 2012

13. Why Mobile Email?
43% of mobile email users check email four or more times per day compared to
29% of those who do not use mobile email (Merkle “View From the Digital Inbox 2011″)
Over half (56 percent) of U.S. consumers said that they’ve made at least one
purchase using their smartphone as the result of a marketing message they
received in a mobile email (ExactTarget, 2011)

14. If all US Mobile Internet time were condensed into
one hour, how much time would be spent in the most
heavily used sectors?

15. Challenges & Opportunities that Advertisers Face with
Mobile Email
Timing of emails- When is the best time to send an email?
Design quandary- Should you design your creative for the mobile opener or for
the desktop user?
New opportunities- How to take advantage of mobile devices to drive different
user behavior from email marketing.

16. Timing of Emails
Previous thinking: Time emails so they arrive and are at the top of the inbox for
subscribers when they arrive at work
Challenge: Users are now checking their emails as soon as they wake up, while at
work, on their commute home, or while lounging on their couch in front of the TV

17. Influence of Smartphone and Tablet Devices on
Time of Day

18. Influence of Smartphone and Tablet Devices on
Day of Week

19. Solution for Email Timing
Define your target audience
Analyze your opens, clicks and conversions rates
Optimize your send times
Optimize your content on-open

20. Daypart Your Emails in Real-Time
AdStack Fingerprinting Technology – email content optimization
Load promotion/offer/content to be served based on time of day
Indicate time slots for email content
Time-sensitive email content served on-open with dynamic conversion flow
Publisher
Sends One
Email
Mobile
Decision
Engine
Recipient
Opens Email

21. Design Quandary
Challenge: Should you design your creative for the mobile opener or for the
desktop user?
63% of Americans would either close or delete an email
not optimized for mobile (Knotice, 2012)
Out of all mobile openers, only 2.39% of individuals opened the email on both a
desktop and mobile device (Knotice, 2012)

22. Case Study –
3rd largest daily deal site
Experiential and visualization heavy email templates
30%+ opening on mobile device
75% lower CTR and 80% lower conversion rate

23. Solution: Real-Time Device Targeting & Optimization
• Send one email campaign that automatically
displays device-specific content (mobile vs.
desktop vs. tablet, Android vs. iPhone)
• Automatically test and optimize multiple
creatives and landing pages per device Click
Mobile Creative Mobile Landing Page
Mobile
Publisher Recipient
Decision
Sends Email Opens Email
Engine
When recipient opens email, Click
mobile decision engine detects
the device and displays the
appropriate creative
Desktop Creative Desktop Landing Page

24. Results –
Device specific content and conversion flow for tablet, smart phone, and desktop
300% increase in mobile device CTR (21% overall)
70% increase in mobile device CVR (180% overall)
238% increase in revenue per email

25. New Opportunities
Previously: Email has been utilized to create awareness, encourage a sign-up or sale
Now: Drive smartphone users to call
Incorporate a click to call option driving mobile
email openers to call your business or call center
upon receiving your email
Now: Drive users to their mobile device
Encourage desktop users to input their mobile
number so their phone will get a calendar
reminder SMS message
Add a link into emails received by somebody on
their mobile device that will automatically add to
their phone a calendar reminder

26. Case Study –
Merchant discovery / geo-fencing shopping mobile application
Drive app download through targeted email CPM sends
Maximize efficiency of sensitive budget towards application download

27. Solution - Drive Desktop Email Users to Mobile App Installs
Direct desktop email recipients to a landing page that
encourages an app install using the InstallToMobile website
widget.
Facebook info is pre-filled
InstallToMobile
Device
Detection
User enters mobile number
1 User clicks
2 User enters
3 User receives a TXT with
4 User is redirected
Install To Mobile mobile phone device-specific link to to correct app
number app store

28. Results –
Device specific content and conversion flow for desktop and mobile
Converted 13% of desktop opens to mobile device download without additional
remarketing efforts
Reduced cost-per-download by over 3x with desktop-to-mobile installs

29. Creative Design & Optimization for Mobile
Keep in mind mobile users are on the go, they have shorter attention spans
Mobile users are looking at your email on a smaller screen
Utilize a clear visual and clear call to action
PC Version Mobile Version

30. Mobile Creative Examples
PC Version Mobile Version

31. Key Learnings
Mobile is a rapidly growing medium- it is too important to neglect
Take into account open, clicks and conversion rates when determining the best
time or day to send out an email campaign
Utilize real-time device targeting and optimization in order to boost email
effectiveness and conversions
Take advantage of unique mobile features and incorporate these into your email
campaign
Keep mobile email designs simple and to the point

32. Thank you for your time.
Questions?
Josh Boaz Dan Quintero
Managing Director Co-Founder
Direct Agents AdStack
Josh@directagents.com dan@adstack.com