Embed Size (px)
Citation preview
Who am I?
#1 Other types of inboxes fighting for attention
#2 Portable Inboxes
Emails on Mobiles
Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010)
Stand out - utilise the Pre-header
Mobile Email Usage
� According to Liveintent.com they’re seeing the following global figures:
� 20% of all email is opened on mobiles � iPhone accounts for 10%, Android 4% other
Smartphones 3% iPad 2% and Blackberry 1%
� Email is used by 75.4% of British iPhone owners, making it the most popular internet activity on the phone. Source: Econsultancy Mobile Statistics Compendium
CTR however is another story
� LiveIntent is seeing a much lower CTR than on web browsers and desktops. Most likely reasons are:
� Performing Triage � CTA’s not ‘Fat Finger Friendly’ � Landing pages haven’t been optimised for mobile � Email takes too long to load on mobile
Check your Readership
www.litmus.com
Consider a Mobile Version
Using Media Queries to design your email
Smartphone 320px
Tablet 768px
Desktop 1600px
#3 New style Inbox – multi-channel
#4 Facebook’s new messaging system
It’s very easy to get one.....
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
Text version is default
....Click expand
Similar to Gmail Priority Inbox
Facebook Messaging
• No Subject Lines – demoted to the body of the message � 60 character line limit � URLs are not automatically turned into web links � Marketing messages sent to ‘Other’ inbox � Grouping by sender not subject � Most recent massage at bottom � No notification of a message in your Other Inbox
� https://www.facebook.com/help/?topic=new_messages
#4 Hotmail Active Views
“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.”
Happens by default....
The beginning of interactive email?
Over 1 billion Active Views served
� It allows links to Flickr, YouTube, Hulu, Linkedin, Posterous, Netflix and deals site Living Social to be viewed and acted upon without ever leaving the inbox.
Measure who’s viewing in what
Gmail
Hotmail
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.research.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
Intelligent Inboxes needs...
Intelligent Design
Utilise the Pre-header space
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
Kath Pay Strategic Consultant, Trainer & Speaker DM Inbox Email: [email protected] Phone: +44 (0) 20 8297 8299 Twitter: @kathpay Linkedin: www.linkedin.com/in/kathpay Skype: kath.pay
