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A4U EXPO Europe:
Successful Email Campaigns for the Multi-Channel Age
CONTENT
• IMPORTANCE OF MOBILE• DATA• TIMING YOUR SENDING• TRACKING & PAYMENT MODELS• INBOX OPTIMISATION• DESIGN
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OVERVIEW
• Employs a team of 24 results-driven individuals• Manages c15m UK email addresses & 500,000
B2B email addresses• Generate 15,000 clicks per day• Built and manages a ESP capable of sending in
excess of 10million emails per day• In-house design and technical team, used by the
likes of Sky, The Times and British Airways• In-house lead generation platform and call centre
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IMPORTANCE OF MOBILE
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Researching Restaurants
Researching Travel
Watching Films
Shopping
Listening to Music
Reading News
Reading Books
Playing Games
30%
30%
42%
44%
46%
50%
59%
61%
67%
72%
Shopping
Researching Restaurants
Photo Management
Reading News
Playing Games
Listening to Music
Phone Calls
20%
20%
24%
26%
37%
48%
52%
58%
78%
79%
• For which of the following do you regularly use a: Smartphone Tablet
Adobe Digital Publishing Report – Jan ‘13
IMPORTANCE OF MOBILE
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More email is read on Mobile than on a desktop email client or via webmail. Stats say 43% of email is now opened on a mobile device Litmus –”Email Analytics” (Mar ‘13)
IMPORTANCE OF MOBILE
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Freemax Media – May ‘13
MobileDesktop
DATA
• Do I need to identify mobile users to run mobile optimised campaigns?
• How do I identify if somebody has opened and converted on a mobile device?
• Are there certain verticals or offers which perform better on email?
• Should you alter the day/time you send for mobile?
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IDENTIFYING MOBILE USERS
Benefits:• Understand whether it is worth investing in a mobile
optimised creative• Can ascertain which devices are the most important to
you – however remember iPhones always download images and therefore will always appear to open more
• Identify data pools which opens on a mobile device more regularly, allowing you demand higher CPL/M/A and access a mobile budget
• Can tailor your sending strategy by reacting to mobile user’s behaviour & preferences
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IDENTIFYING CONVERSIONS BY DEVICE
Opens/Clicks:• Most email sending platforms will have the functionality
to do this and will often be know as the ‘user agent’.• User agent details the device/browser/application an
email was opened on• Again, beware opens are always higher on iPhones as
images are downloaded as a default – though they remain the dominant device for engaging with email via mobile
• Currently these tracking platforms show you conversions by device:
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IDENTIFYING CONVERSIONS BY DEVICE
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Conversions by Mobile Device – May ‘13
AndroidTabletiPhoneOther
MOBILE PERFORMANCE BY VERTICAL
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Adobe Digital Publishing Report – Jan ‘13
MOBILE PERFORMANCE BY VERTICAL
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Credit C
ard Retail
Voucher
Codes
Flash
Sales
Health
and Bea
uty
Competition
Life I
nsuran
ce
Telec
oms
Broad
band
Dating
Subscr
iptions
Home Impro
vemen
t
Gaming
AutomotiveClai
m
Educati
onTra
vel
Debt
Debt
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Percentage of Mobile Clicks – May ‘13
SENDING TIME
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SENDING DAY
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SETTING UP THE CAMPAIGN
• While use of mobile is clearly growing, users are not necessarily adopting the same behaviour as they would on a desktop
• Successful email campaigns need to be setup with this in mind
• What does that mean?• Looking beyond CPA to monetise your email traffic
• Cost per download• CPC• CPM• CPL
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PAYOUTS – CPD Vs. CPA/L/C/M
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Individual opens email directing them ‘download an app’ on desktop
You hope they then reopen on their phone to download so you can be paid on CPD
However the majority will bypass and go straight to the app store.
TRACKING
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TRACKING
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= 3 X CPA
= 1 X CPA
Advertisers can use Google Analytics new feature Universal Analytics which uses a UID to cross track across multiple devices.
FREQUENCY/REACH
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Send1 Send2 Send3 Send40
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000
0
0.5
1
1.5
2
2.5
3
Total SenteCPM
REVENUE BY PAYMENT METRIC
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Mobile Revenue %
CPACPCCPDCPLCPM
PRE-HEADERS
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PRE-HEADERS
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Having the right pre header, which passes spam filters such as Cloudmark, can:• Increase delivery by 8.13%• Increase opens by 123% • Double ECPM
Terms to Avoid
your Earn (money)
get Subscribe
cash Lose Weight
claim Act Now!
Dear __FIRSTNAME__ $$$ or £££
credit Make money
Guaranteed Thousands
At no cost Money back guarantee
satisfaction CAPITAL LETTERS
PRE-HEADERS
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SUBJECT LINES
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Outlook: 47 Characters
Mobile: 37 Characters
1-15 16-27 28-39 40-50 51+0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
AV. O/R by Subject Line Length
Open Rate
DISPLAY BY DEVICE
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RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
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RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
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RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
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RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
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RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices
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DESIGN - SLICING
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DESIGN - SLICING
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Creative Open % CTR % ECPM
No Slicing 3% 5% £1.64
Sliced 6% 7% £3.46
Increase 85% 39% 111%
DESIGN - SLICING
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DESIGN – STYLE ALT TAGS
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DESIGN – STYLE ALT TAGS
Style Alt Tag Mobile optimised Not optimised0
2
4
6
8
10
12
14
Bright House
Conversions
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DESIGN - ANDROID
Why can’t I get the design to render right on an Android?
- Gmail app on Android doesn’t support Media Queries
- While Android's default email client and browser do a superior job at rendering HTML email, the Gmail app for Android is popular
- 500 screen sizes in the Android Family - When zoomed can trigger media queries which is not desired.
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DESIGN - ANDROID
How to design for an Android?
- Use a fluid layout to adjust to any viewport size
- Put the main ‘Call to Actions’ on the left to avoid side swiping
- Stick to a one-column layout- Use large text and simple
layout - Balance text to image, as
images our not downloaded as a default, unlike iPhones.
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IMPORTANCE OF MOBILE
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Mobile email will account for 15 to 65% of email opens, depending on your target audience, product and email type. eMailmonday - “Party
safe mobile email stats” (2013)
Only 3% of users will view a single email in more than one
environment. Meaning you only have one opportunity to
capture them
Users who have recently read email on their mobile will do
so again about 45% of the time – Litmus “Saving Email for Later: Opens Across Devices &
Environments” (2012)
DESIGN – ALWAYS MOBILE OPTIMISED?
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Mobile Optimised Not Optimised0123456789
10
1Click Life Insurance
Mobile Con-versions
DESIGN – NON MOBILE OPTIMISED
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Call to action – large & clear
Scale – ideally no more than 320-500 px wide
Layout – single column templates are more
mobile friendly
Short, concise messaging
Avoid javascript etc which is not supported
by mobile devices
Font Size – should be slightly larger than
standard – 14px body/22 px headline
SUMMARY
• Mobile is now an integral part of any email campaign• Mobile purchase decisions are most influenced by emails
from companies (only friend’s recommendations are more powerful)
• It’s estimated that 78% of emails will be read on mobile by 2017
• Mobile optimised creatives are the future for everyone but in the meantime you need to at least ensure your designs are mobile friendly
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QUESTIONS?
Suzanna Chaplin – scha[email protected] Lambert – [email protected]
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