the mobile inbox and the future of email marketing (webinar slides)
TRANSCRIPT
Latest Data from Movable Ink and WhatCounts
THE MOBILE INBOX AND THE FUTURE OF EMAIL MARKETING
TWEET!
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• Follow us on Twitter: • @WhatCounts • @timbrechlin • @MovableInk • @jcohen808
Today’s hashtag: #MobileInbox
TODAY’S SPEAKERS
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TIM BRECHLIN Inbound Marketing Manager, WhatCounts Email: [email protected] Twitter: @timbrechlin
JORDAN COHEN Vice President of Industry Relations, Movable Ink Email: [email protected] Twitter: @jcohen808
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
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… WHAT HAPPENED?
Mobile moved our cheese… fast.
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… WHAT HAPPENED?
More email is opened on iPhones than all desktops combined.
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DEVICE PREFERENCES
This is how the map has changed just over the past year. Q2 2013
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DEVICE PREFERENCES
This is how the map has changed just over the past year. Q3 2013
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DEVICE PREFERENCES
This is how the map has changed just over the past year. Q4 2013
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DEVICE PREFERENCES
This is how the map has changed just over the past year. Q1 2014
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DESKTOP CONTINUES TO DECLINE
Desktop email opens continue to decline.
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NORMALIZATION?
Smartphone opens seem to be leveling out.
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BUT…
Tablets are showing the strongest growth.
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SO WHY ARE YOU DESIGNING FOR DESKTOP FIRST?
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THE NUMBERS
Percent of email-driven revenue captured by device.
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THE FUNNEL
11% of purchasers open on a smartphone first, then convert on a different device.
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MOBILE OPENERS SPEND MORE
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IOS VS. ANDROID
And iOS users spend more than Android users.
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IOS VS. ANDROID
And iOS opens trounce Android opens.
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BREAKDOWN
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MORE BREAKDOWN
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TIME OF USE
Here’s how device usage trends over a typical day.
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USAGE TRENDS CONTINUED
Here’s how device usage trends over a typical day.
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MORE USAGE
Here’s how device usage trends over a typical day.
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CONVERGENCE
Tablets Replacing Desktop as Household PC of Record
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TABLET EMERGENCE
“Desktop companies” seem to think so.
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TABLET EMERGENCE
“Desktop companies” seem to think so.
“It’s 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
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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.
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STRATEGIES FOR SUCCESS
New Tactics and Ideas from WhatCounts and Movable Ink
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RESPONSIVENESS
LinkedIn uses responsive design.
Desktop Version
Responsive Version
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BUT…
But they don’t make it easy to congratulate my friend!
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RESPONSIVENESS
eBay makes everything easy by deep linking into its mobile app.
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YOU NEED TO BE FLEXIBLE
WhatCounts uses device targeting to display the best version on any device.
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AS MUCH FUNCTIONALITY AS POSSIBLE
The Knot gives you a click-to-call option.
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EMAIL IS THE #1 REVENUE GENERATOR
Trying to drive in-store sales?
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EMAIL IS THE #1 REVENUE GENERATOR
Express makes scanning at the counter easy.
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CROSS-CHANNEL INTEGRATION
Comedy Central uses device-specific call outs and deep linking.
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TWEET IT!
Comedy Central deep links to promote social sharing.
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PROVEN RESULTS
And it works!
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TAKEAWAYS
• Mobile isn’t just arriving – it’s taking over.
• Don’t design for desktop first.
• Integrate as much as you can – email, social, apps, etc.
• Don’t be afraid to just get weird with it.
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QUESTIONS?
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WE LOVE EMAIL INNOVATION TOUR – SAN FRANCISCO
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We love email and we’re 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
REACH OUT TO US
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636 Avenue of the Americas Fifth Floor New York City, NY 10011 1-800-270-6033 www.movableink.com [email protected]
REACH OUT TO US
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WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts [email protected]
THANK YOU FOR ATTENDING!