BrightWave Marketing Introduction

The New Inbox & Other Email Innovations

#EEC12

@BrightWave

@SimmsJenkinsSimms JenkinsFounder / CEO at BrightWave MarketingAuthor The Truth About Email Marketing, iMedia, ClickZ and quoted in hundreds of articlesFounder: EmailStatCenter.comSocialStatCenter.comDigital marketing guy since 99Ran CRM for Cox Interactive

Specialized, best of breed agency North Americas leading

Renowned thought leadership & industry expertise

Agency Partnership model - an extension of your teamBrightWave Marketing is an award-winning agency specializing in email marketing & digital messaging programs

"BrightWaves invaluable insight has helped Chick-fil-A plan and execute its email communications strategy with maximum effectiveness and efficiency. I consider BrightWave a critical part of our team. - Michael McCathren, Chick-fil-A

About BrightWave

BrightWave Client List

Core Offerings

EmailSocial MediaMobile CreativeData

Email Marketing as the Digital Hub

Sharing Content

Just a few more trends to uncover, email is still very strong. Its still the number one way to share things on the internet. As email marketers we need to remember this, incorporate it into our campaigns, and track it as closely as possible. Did you know it was possible to track forwards? Im not talking about the forward to a friend button, that rarely ever works I mean actual forwards. There are some methods to track forwarding and printing email that dont work in 100% of email clients but are enough to measure trends.

(channel a little bit of James Spellos) 7

On the rise

Even compared to other ways to interact, email still seems to be the thing people will use the most.

Look where Face-to-Face ranks, and by Face-to-Face I can only assume they mean video chat

So you guys have now survived the chart section of this presentation I only have like 2 more charts in this whole deck hopefully it gets more interesting for here on. But one last slide on the current inbox state and why this year is different and it just didnt fit in nicely anywhere else one trend happening now has greatly effected email8

Daily Deals

Deals! Thats right, the rise of deals, local deals, daily deals all the bargain, couponing stuff has increased the use of and interest in legitimate email. Most all these sites uses email as their primary distribution method its almost as if their product is the email itself. How many people in here are signed up for Groupon, Livingsocial, Facebook Deals, Google offers or something similar?

Something to consider with this trend its training people to expect deals or at the very least finds something that they are getting for having signed up that they want to know about right away and that its getting posted publically to everyone on a social network. Start thinking about how you can work this trend into your marketing campaigns not that you have to give deals, but what can you do differently knowing that this is what people are coming back to the inbox to do?9

More than 90% of adults internet users in every age group subscribed to emails from brands, while significantly fewer "liked" companies on Facebook or followed them on Twitter. - ExactTarget "Subscribers, Fans, and Followers: Digital Morning" (2010)Email Vs. Social?

Increase in Bacon

via Unsubscribe.com

Bacon they signed up for it but dont necessarily want it they arent always unsubscribing or rejecting maybe they dont see the email, maybe they are lazy or scared to unsubscribe or maybe they are really just waiting for an email to be relevant again. Either way, its something marketers have to deal with you have to figure out if you are now the bacon or at the very least how your wanted email is competing with Bacon. A good way to tell if you have fallen into the former is to see how many subscribed addresses you have compared to the level of activity over 3 or 6 months. If you see a low level of activity then chances are people have emotional unsubscribed in which case you may be the bacon and need to adjust your tactics accordingly. I dont want to dwell on this too much but it may be the number one problem you are facing today so please take note. (? If you think you fall in this category you can always ask me about what to do later)11

Decrease in Spam

The graph (provided by Symantec Intelligence) shows significant drops in spam levels occurred when investigators coordinated their efforts and brought down numerous major spam networks such as Rustock, said to be responsible for 40% of all junk email.

As you probably noticed on the last graph, the good news is that spam is on the decline. Its not time to start celebrating yet, it is still a huge problem, but things are moving in the right direction. This is mainly due to two factors, increasing intelligent spam filters and a couple of major spam outlets getting shutdown both of which are making it increasingly more difficult for spam to be profitable, which is discouraging would-be spammers.

The result? People are using email more and more as they get less frustrated with it as long as they dont choke on the bacon.12

Strong performance & increasing investments

Mobile Usage

Percentage of teens who follow companies on Facebook that also subscribe to their email?

95%

Why?

Coupons and deals

Social Gets Email

Well, Maybe not

User Experience is Key

19

192/14/2012

Clarity & Value Prop are Imperative

20

202/14/2012

Make it Easy

Social Integration & True Engagement

Mobile Enabled

The best way to start, is to show you an example from a mobile site. USC launched their new mobile site 2 3 years ago and started showing up on top 10 list for best mobile sites. Why?

USC explained

23

Is your campaign broken?A machine is broken when it no longer does what it was designed to do. Vacuum Cleaner Salesman

Is the content relevant to the user on the go?

Is it easy to navigate with thumbs?

Was it designed with smartphones and/or tablets in mind?

Bad informationDifficult to use/navigateActually brokenMissing key information24

Mobile Email?