2011 the future of email
TRANSCRIPT
![Page 1: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/1.jpg)
The future of e-mailing:Focus on Deliverability, Social and
Mobile
Trends
Bruno FLORENCE
Consultant Florence Consultant
![Page 2: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/2.jpg)
B Florence
Consulting Company email & cross-Channel marketing
2
Expertise
Multi-channel CRM
Email Marketing
Training
Email Academy
Enterprise
Research
‘How to select your
email provider’
report
![Page 3: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/3.jpg)
B Florence3
Some ReferencesDiagnostic Choix d’outils Bilan/Audit E-mailing CRM Multicanal Délivrabilité
![Page 4: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/4.jpg)
B Florence4
More Information
www.pignonsurmail.com www.florenceconsultant.com
![Page 5: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/5.jpg)
B Florence
Agenda
5
Deliverability
Social Networks
Mobile
Future
![Page 6: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/6.jpg)
Email Routing Figures / France 2010
![Page 7: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/7.jpg)
Volume: + 44 %
20052006
20072008
20092010
-
10
20
30
40
50
60
70
80
90
100
4 12
22
57
68
98 billions
Email sent in France (2010 – Billions)
emails sent
(billion)
+ 44%
![Page 8: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/8.jpg)
Increase in email pressure
Number of emails/day
2005 2006 2007 2008 2009 2010 -
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
0.44 1.23
1.97
4.84 5,30
7,02
No. of emails per consumer per day
![Page 9: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/9.jpg)
B Florence
SPAM Categories for an ISP or Webmail
9
Spam
Litigious
Emails
![Page 10: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/10.jpg)
B Florence
Trends
• ISPs/Webmails know how to filter the ‘black’ spam• Users want tools to sort and manage
Commercial emails
Personal emails
Spam
• ISPs/Webmails have implemented Automatic tools for sorting emails
Filters based on individual behaviours
Emails categorization
10
![Page 11: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/11.jpg)
B Florence
Examples
11
Opened & Clicked
Opened
Opened & Answered
Stored in the folder
5 pts
2 pts
7 pts
1 pt
Propensity Score ChateauOnline : 15
![Page 12: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/12.jpg)
B Florence
Examples
12
Opened
Deleted
Deleted
Deleted
2 pts
-3 pts
-3 pts
-3 pts
Propensity Score ChateauOnline : -7 pts
![Page 13: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/13.jpg)
B Florence
Deliverability + dabase size
Quality of Marketing
13
How to Improve Deliverability?
• Improve consumers engagement• Improve the following techniques
Routing technical architecture
Database quality
Email content
Campaigns frequency
25 %
40 %
10 %
25 %
![Page 14: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/14.jpg)
B Florence
New KPIs To Measure Engagement
• Measure how long the email has been opened
Proposed by Litmus
• Measure how the email is read
Device (mobile, tablets, etc.)
Reading software (Webmail, Outlook…)• Measure engagement on Social Networks
Sharing
Influencing
Visiting social networks14
EmailAddress Engagement MailClient [email protected] Forwarded [email protected] 2 s Outlook Outlook [email protected] 17 s Outlook Outlook [email protected] 10 s Thunderbird Thunderbird 3
![Page 15: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/15.jpg)
B Florence
Plan
15
Deliverability
Social Networks
Mobile
Future
![Page 16: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/16.jpg)
B Florence
![Page 17: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/17.jpg)
B Florence
eCircle Research: Interactive Dialogue with Facebook, Twitter, email & Co
• Research Methodology:Method: on-line panel / France
When: September 2010
Population: Adults 14-69 years
No. of valid answers: 1,225
17
![Page 18: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/18.jpg)
B Florence
Social Network Most Used
18
Younger Community
![Page 19: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/19.jpg)
B Florence19
Usage Per Channel
Users distribution across channelsEmail: 100% of responders
Newsletter: 90% of responders
Social Networks: 62% of responders
Email + newsletter + SN56% of responders can be contacted via ALL channels
Email + newsletter34% of responders can be contacted by email + newsletter but not SN
Email + SN6% of responders can be contacted by email +SM but not by newsletter
Email4% of responders can be contacted ONLY via email
6%
56%
34%
4%
![Page 20: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/20.jpg)
B Florence
Distribution Per Channel and Age
• 50+: Newsletters• 20-39: All communication channels• 14-19: Reduced engagement with Newsletters
20
![Page 21: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/21.jpg)
o On Line questionnaire / Franceo From June 23, to July 9 2011 o No. of valid answers: 2,264 o Representative for Age, Sex and Occupation o Representative of Social Networks users
SNCD ResearchMethodology
![Page 22: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/22.jpg)
Sharing Information
![Page 23: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/23.jpg)
Loyalty in Danger
![Page 24: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/24.jpg)
What do They Expect?
![Page 25: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/25.jpg)
B Florence
Fan Pages: some statistics
25
![Page 26: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/26.jpg)
26
Social Users Segmentation
Minutes par jour
12 %
26%
To reconcile with CRM
![Page 27: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/27.jpg)
B Florence
Reconciliation Between CRM and Social Networks
• Promote Social Networks• Share Data
Sharing
Influencing
• Forms in FBGathering fans addresses
• Personalized pagesPersonalized Dialogue
• Applications• Facebook Connect
![Page 28: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/28.jpg)
B Florence
CRM & Social Networks Integration Provides• Profiles
People who share
People who influence
Members of the Fan Page
Users of FB Applications
• Relationships Strategies for these profilesBrand awareness
Gifts, events invitations, etc
Match with marketing segmentation
Ability to test & learn
28
![Page 29: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/29.jpg)
B Florence
Example Of segmentation
29
Superstar
Etoiles montantes
Indécis
Décrocheurs
Inactifs
0% 20% 40% 60% 80% 100%
PartageursInfluenceursInactifs FacebookContributeurs
![Page 30: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/30.jpg)
30
Segmentation by Usage
Minutes par jour
51 %
61 %
73 %
5 %
13 %
17 %
![Page 31: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/31.jpg)
B Florence
Plan
31
Deliverability
Social Networks
Mobile
Future
![Page 32: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/32.jpg)
> Behaviour and Usages
Source : Mediametrie
35% of web users have an internet package
There is a high potential for Mobile Internet.
Q. Do you have subscribed to an Internet pack for you mobile?
9 % of web users only use mobile (ipsos 2010)
![Page 33: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/33.jpg)
> Emails
Ordinateur Téléphone mobile Tablette numérique TV connectée Console de jeux un logiciel de messagerie de type Outlook...)
votre webmail de type hotmail, orange…
99%
29%
4% 1% 1%
33%
67%
97%
17%
3% 1% 1%
49% 51%
Personnel professionnelBase = 1307 répondants
Q. Par quel moyen consultez vous vos boites mail?
Emails are read more and more on Mobile devices
![Page 34: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/34.jpg)
B Florence
How to Define your Mobile Strategy?
• 2 steps:Measure the strategic potential
% of your recipient reading emails on mobile
Revenue generated from mobile devices
Do you already have mobile applications in your company?
Adapt your communication for mobileCreate specific content for mobile
Adapt email content
Create strategies dedicated to mobile users
![Page 35: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/35.jpg)
B Florence
Monitoring Mobile Success
• 3 dimensionsContext of opening
Click on specific links
Buying on the website from a mobile• Open & click
Opening emails on mobile is trackableOperating System
Device type
Software used to read the email
35
![Page 36: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/36.jpg)
B Florence
UI Example
36
![Page 37: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/37.jpg)
B Florence
Reading Emails on Mobile
• Visuals rendering are different depending on devices
iPhone: almost always opened
Android: images frequently blocked
BlackBerry : almost never opened
Others (Symbian…) : almost never detected
• Emails opening not 100% trackedOpening numbers are minimum
37
![Page 38: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/38.jpg)
B Florence
Different Renderings
38
Samsung Galaxy S 2 (480 *800 pixels) IPhone
![Page 39: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/39.jpg)
B Florence
The Fastest and Cheapest Solution
• Propose a link to a mobile version of your newsletter
Measuring the clicks helps you to estimate your percentage of mobile readers (between 0.5 et 7 % per campaign)
39
![Page 40: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/40.jpg)
B Florence40
![Page 41: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/41.jpg)
B Florence
Tools to qualify Opens on Mobile
• Your ESP?• Litmus: litmus.com• Ad4screen • Returnpath • Florence Consultant • …
41
![Page 42: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/42.jpg)
B Florence
Ad4screen
• Provider of Mobile Marketing • Sells a dedicated tag to add to your newsletters
Ad4Tag®• Measure ‘Opens’• The banner, within the emailUne bannière au
sein de l'email qui peut se personnaliser en fonction du contexte d'ouverture
42
![Page 43: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/43.jpg)
B Florence
How it Works
43
![Page 44: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/44.jpg)
B Florence
Florence consultant (Reachtag)
• Mobile AnalysisMeasure and qualify the mobible ‘market share’
Example on a 2M customers database
44m
ai-10
juin-
10
juil-1
0
août
-10
sept
-10
oct-1
0
nov-
10
déc-
10
janv-
11
févr
-11
mar
s-11
avr-1
10
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Identifiants cumulés
nouveaux ouvreurs sur mobile
![Page 45: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/45.jpg)
B Florence
5 types of Email to Optimize for Mobile
• Emails related to mobile applications• Service emails for helping business in Stores• Alerts emails• Emails with coupons and promotions• Emails following up a purchase via mobile
45
![Page 46: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/46.jpg)
B Florence
Optimizing emails for Mobile
• Interesting only if:% of mobile users is >10%
You have mobile applications
The revenue from purchase via mobile is significant
46
![Page 47: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/47.jpg)
B Florence
Advices
• Mistakes to AvoidCreate a version for every kind of mobile
• Good PracticesAsk customers if they’re mobile users
Forget to adapt visualisation on PC
Increase the part of the text
Create a mobile landing page
47
![Page 48: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/48.jpg)
B Florence48
![Page 49: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/49.jpg)
B Florence
Managing Mobile: Add the phone number• Phone numbers are active
• Ability to automatically update agenda and contacts
49
![Page 50: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/50.jpg)
B Florence
Plan
50
Deliverability
Social Networks
Mobile
Future
![Page 51: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/51.jpg)
B Florence
Technical Openess for Webmails
• Hotmail (364m users), Yahoo (380m users) and Gmail (200m users) are now in competition with Facebook (600m users) that offers
Video
Flash
• An evolution that has already started for Hotmail, Yahoo and Gmail
Video Integration
Dynamic content now authorized
51
![Page 52: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/52.jpg)
B Florence52
![Page 53: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/53.jpg)
B Florence
Latest Innovations
• Dynamic EmailsHotmail Active Views
• Dynamic Images within EmailFinancial data live
Latest Tweet
Countdowns
• Video in email• Geo-location
On Gmail with Movable Link
53
![Page 54: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/54.jpg)
B Florence
Hotmail
54
![Page 55: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/55.jpg)
B Florence55
Message
![Page 56: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/56.jpg)
B Florence
Example for Twitter
56
![Page 57: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/57.jpg)
B Florence57
![Page 58: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/58.jpg)
B Florence58
![Page 59: 2011 The future of email](https://reader035.vdocuments.site/reader035/viewer/2022070315/5552b0e9b4c9052e568b4d22/html5/thumbnails/59.jpg)
B Florence
Thank you
Florence Consultant – 06 60 56 10 44
Bruno FLORENCE - Director
Email : [email protected]