© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobilizing Messages in a Cross-channel World Bruce T. Swann | Senior Product Marketing Manager
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Jack Philbin CEO, Vibes [email protected]
Mickael Bentz Product Marketing Manager [email protected]
Justine Jordan Marketing Director, Litmus [email protected]
Presenters:
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Session Focus
3 Source: Adobe Mobile Marketing Survey
Considerations for a mobile strategy in a cross-channel world
1 Tips and tricks for
designing and deploying content
delivered to the mobile inbox
2 Leveraging Adobe
Campaign to support a mobile-inclusive cross-
channel strategy
3
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Mobile is Changing the Way We Do Business
• More email consumed on mobile than PC
• Mobile takes over PC for browsing
• Truly Cross-channel and Cross-device
4 Source: Adobe Mobile Marketing Survey
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3 C’s Of Mobile Messaging Advocacy Cross-sell/up-sell Awareness Consideration Self-identification
Authenticated Anonymous
Time
Cust
omer
Val
ue
Web
Social
Mobile
Web Social
Mobile
Direct Mail
CRM
Social Web
Mobile
Mobile
Create Mobile Moments
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Source: Gartner, eMarketer, Adobe Digital Index
3 C’s of Mobile Marketing in a Cross-channel World
• Context • Connection • Cadence
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Incorporating Mobile in a Cross-Channel World
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The Mobile Landscape
8
Mobile marketing
Mobile advertising
Mobile experiences
Mobile service
mobile display
ads rich
media ads
apps
mobile web experiences
m-commerce Mobile media buys
mobile wallet
marketing
QR codes
SMS
MMS
mobile database
loyalty program
activation
service alerts
targeting & segmentation
push notifications
payments
Programmatic (RTB)
service apps
mobile coupons
mobile wallet
advertising
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The 5 Layers of a Smart Mobile Marketing Program
9
Location-based marketing (iBeacons, Push, Mobile Wallet)
Mobile wallet (Passbook, Google Wallet)
Push notifications (app-based messaging)
Mobile database (text messaging)
Mobilizing email (optimization & wallet)
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The Consumer’s Mobile Experience
10
PUSH Text MOBILE WALLET MOBILE EMAIL
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The Need: Coordinate Messages Across all Mobile Touchpoints
11
Orchestrate mobile messages across all mobile channels
Text
Mobile wallet Mobilized email
Push Text
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Power of Mobile Data
12
Awareness Engagement Transaction Loyalty
Time Location Interaction
Mobile data
CRM data 3rd Party data
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Personalized Mobile Experiences based on Preferences & Behavior
13
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Passbook & Google Wallet: New Marketing Platforms
14
launched September 2012
Added loyalty and offers September 2013
REWARDS CERTIFICATES LOYALTY CARDS OFFERS & COUPONS
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Benefits of Mobile Wallet
15
FOR THE CONSUMER • Convenience • Timely reminders (expiring offers) • Location triggered notifications
FOR THE MARKETER • Great way to drive foot traffic • Higher conversion vs mobile web coupon • Ability to update content and offers
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Apple Pay
Mobile Wallet Marketing
Opportunity
Your brand needs to be right here next to your
customers’ credit cards
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All Marketing Roads Lead to Wallet
17
SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL
Get content saved in the
wallet
WEB
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SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL
Get content saved in the
wallet
WEB
All Marketing Roads Lead to Wallet
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Email to Wallet
19
Activate emails with
mobile wallet OR
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Email to Wallet
20
It’s easy to add the “Save to
Phone” option OR
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Exciting results from activating emails with mobile wallet
• 10X increase in redemption from emails that had the “Save to Wallet” feature
• Expecting 7-figure sales results in 2015 from Passbook and Google Wallet
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SMS to Wallet
23
a very special plaid shirt responds
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Mobile Web to Wallet
25
Visit PepBoys.com on your phone. Click on “Coupons” to get the wallet experience.
OR
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Pep Boys impressive results
WITH PASSBOOK & GOOGLE WALLET
saved to Wallet
26% in-store
redemption
30%
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WalletAds™ The Future of Mobile & Social Advertising
27
MOBILE WEB
OR OR
TRY IT OUT Open this link
on your phone:
www.vibes.com/style
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Get the Forrester Mobile Wallet Report www.vibes.com/MobileWalletReport
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Designing and delivering compelling content to the mobile inbox
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Performance
1 Usability
2 Experience
3
Why does mobile email matter?
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Mobile Email: The Facts
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Mobile: Smartphones (iPhone, Android) and tablets Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!)
Where is email opened?
Source: Litmus Email Analytics
48% mobile
22% desktop
30% webmail
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0%
10%
20%
30%
40%
50%
60%
70%
Desktop Webmail Mobile
Source: Litmus Email Analytics
8%
48%
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31% of marketers don’t know their
mobile email open rate
Source: Marketing Sherpa
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No excuses!
Copy Paste Send
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Mobile Email: Performance
36
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
MailChimp analyzed over 395 million emails during a 6-month period
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Email: Performance
37
Responsive design results in a 15% increase in unique clicks for mobile users.
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Email: Performance
38
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4% 11.5% 58
Difference -13.7% 130% 93.3%
Act-On: Responsive Email A/B Test
Before After https://litmus.com/blog/responsive-design-ab-testing-leads-to-a-130-increase-in-clicks
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Email: Experience
41
Mind your CURFS A silly acronym I made up to help you remember
Context
Usefulness
Relevance
Friction
Simplicity
email receipt requested from an ATM transaction!
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80% of people say they will delete an
email that doesn’t look good on their mobile device
Source: BlueHornet Study: Consumer Views of Email Marketing, 2013
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30% say they will unsubscribe after
receiving an email that doesn’t look good on mobile.
Source: BlueHornet Study: Consumer Views of Email Marketing, 2013
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Your action items:
Plan for success
1 Optimize the inbox
2 Bigger is better
3
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Plan for Success
45
First:
Goal
Audience
Context
Then:
Format: Responsive, fluid, adaptive, scalable…?
Content: Copy, images
Don’t forget the CTA—is it optimized for mobile?
bit.ly/email-plan
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Plan for Success
46
The first link in responsive emails on mobile have a 30% higher click rate than non-responsive emails.
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
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Optimize the Inbox
From name
~25 characters
25% of the inbox
Subject line
~35 characters
25% of the inbox
Preview text
~85 characters
50% of the inbox
From name
Subject line
Preview text
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
75% of emails are displayed with
preview text in the inbox
Source: Litmus
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
✔
✔
✔
✘
✘
Optimize the Inbox
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Bigger is better
Body copy: 16px+
Headlines: 22px+
Buttons: 44px by 44px
White space: 40px+
Tappable touch targets
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EVERYONE LIKES
BIG BUTTONS
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1. Plan for success
2. Optimize the inbox
3. Enlarge all the
things
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Leveraging Adobe Campaign to Support Mobile Marketing
a Cross-Channel World
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Responsive Design, Let’s Test!
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Mobile, Complementary Channel
56
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Mobile, Complementary Channel
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Mobile, Email Follow-up
58
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3 Tips & Tricks
CROSS CHANNEL
JOURNEY
Offline Online
TAILOR-MADE
CRM
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• Context • Connection • Cadence
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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