the mobile inbox and the future of email marketing (webinar slides)

Download The Mobile Inbox and the Future of Email Marketing (webinar slides)

Post on 20-Aug-2015

288 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

  1. 1. Latest Data from Movable Ink and WhatCounts THE MOBILE INBOX AND THE FUTURE OF EMAIL MARKETING
  2. 2. TWEET! 2 Follow us on Twitter: @WhatCounts @timbrechlin @MovableInk @jcohen808 Todays hashtag: #MobileInbox
  3. 3. TODAYS SPEAKERS 3 TIM BRECHLIN Inbound Marketing Manager, WhatCounts Email: tbrechlin@whatcounts.com Twitter: @timbrechlin JORDAN COHEN Vice President of Industry Relations, Movable Ink Email: jcohen@movableink.com Twitter: @jcohen808
  4. 4. AGENDA The latest industry research Sources: Movable Ink US Consumer Device Preference Report Q1 2014, other industry resources WhatCounts & Movable Ink strategic recommendations Your questions answered 4
  5. 5. WHAT HAPPENED? Mobile moved our cheese fast. 5
  6. 6. WHAT HAPPENED? More email is opened on iPhones than all desktops combined. 6
  7. 7. DEVICE PREFERENCES This is how the map has changed just over the past year. Q2 2013 7
  8. 8. DEVICE PREFERENCES This is how the map has changed just over the past year. Q3 2013 8
  9. 9. DEVICE PREFERENCES This is how the map has changed just over the past year. Q4 2013 9
  10. 10. DEVICE PREFERENCES This is how the map has changed just over the past year. Q1 2014 10
  11. 11. DESKTOP CONTINUES TO DECLINE Desktop email opens continue to decline. 11
  12. 12. NORMALIZATION? Smartphone opens seem to be leveling out. 12
  13. 13. BUT Tablets are showing the strongest growth. 13
  14. 14. SO WHY ARE YOU DESIGNING FOR DESKTOP FIRST? 14
  15. 15. THE NUMBERS Percent of email-driven revenue captured by device. 15
  16. 16. THE FUNNEL 11% of purchasers open on a smartphone first, then convert on a different device. 16
  17. 17. MOBILE OPENERS SPEND MORE 17
  18. 18. IOS VS. ANDROID And iOS users spend more than Android users. 18
  19. 19. IOS VS. ANDROID And iOS opens trounce Android opens. 19
  20. 20. BREAKDOWN 20
  21. 21. MORE BREAKDOWN 21
  22. 22. TIME OF USE Heres how device usage trends over a typical day. 22
  23. 23. USAGE TRENDS CONTINUED Heres how device usage trends over a typical day. 23
  24. 24. MORE USAGE Heres how device usage trends over a typical day. 24
  25. 25. CONVERGENCE Tablets Replacing Desktop as Household PC of Record 25
  26. 26. TABLET EMERGENCE Desktop companies seem to think so. 26
  27. 27. TABLET EMERGENCE Desktop companies seem to think so. Its the tablet that can replace your laptop. It is the most powerful, thinnest, and lightest Surface Pro yet. It is a full PC and a brilliant tablet. - Panos Panay, corporate vice president, Microsoft Surface 27
  28. 28. CLOSING THOUGHTS ABOUT RESEARCH Smartphone email opens might have reached their peak at ~50% Tablets will continue to eat away at desktop market share. The tap-through rate is the new click-through rate. 28
  29. 29. STRATEGIES FOR SUCCESS New Tactics and Ideas from WhatCounts and Movable Ink 29
  30. 30. RESPONSIVENESS LinkedIn uses responsive design. Desktop Version Responsive Version 30
  31. 31. BUT But they dont make it easy to congratulate my friend! 31
  32. 32. RESPONSIVENESS eBay makes everything easy by deep linking into its mobile app. 32
  33. 33. YOU NEED TO BE FLEXIBLE WhatCounts uses device targeting to display the best version on any device. 33
  34. 34. AS MUCH FUNCTIONALITY AS POSSIBLE The Knot gives you a click-to-call option. 34
  35. 35. EMAIL IS THE #1 REVENUE GENERATOR Trying to drive in-store sales? 35
  36. 36. EMAIL IS THE #1 REVENUE GENERATOR Express makes scanning at the counter easy. 36
  37. 37. CROSS-CHANNEL INTEGRATION Comedy Central uses device-specific call outs and deep linking. 37
  38. 38. TWEET IT! Comedy Central deep links to promote social sharing. 38
  39. 39. PROVEN RESULTS And it works! 39
  40. 40. TAKEAWAYS Mobile isnt just arriving its taking over. Dont design for desktop first. Integrate as much as you can email, social, apps, etc. Dont be afraid to just get weird with it. 40
  41. 41. QUESTIONS? 41
  42. 42. WE LOVE EMAIL INNOVATION TOUR SAN FRANCISCO 42 We love email and were coming to San Francisco to tell you why! Speakers include: Allen Nance, Founder & CEO, WhatCounts Featured Partners: Return Path (Email Inbox Intelligence) Movable Ink (Agile Email Marketing) LiveIntent (Email Advertising) Where: W Hotel, San Francisco When: June 26, 2 6 p.m. (Pacific) Cost: FREE RSVP: www.whatcounts.com/innovationtour
  43. 43. REACH OUT TO US 43 636 Avenue of the Americas Fifth Floor New York City, NY 10011 1-800-270-6033 www.movableink.com contact@movableink.com
  44. 44. REACH OUT TO US 44 WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts sales@whatcounts.com
  45. 45. THANK YOU FOR ATTENDING!