insiders’ insights · insiders’ insights: 6 tips for email success in 2014 dwight sholes senior...
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Insiders’ Insights:
6 Tips for Email Success in 2014
Dwight Sholes
Senior Director, Cross Channel Innovation
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Tip #1:
Inbox Providers Are Taking Charge
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• Introduced July 22, 2013
• Mail automatically sorted by Gmail into one of 5 tabs
• “This is the TiVo of email”
(Jordan Cohen, VP of Marketing, Movable Ink)
THE DREADED GMAIL TABS
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Promotions tab offers: email or display ad?
IS GOOGLE SPAMMING?
Source: Return Path
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MARKETER REMEDIES: EFFECTIVE?
Source: Strongview
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TABS’ IMPACT ON ENGAGEMENT IN WEEK ONE
Source: ReturnPath
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SURVEY: HAVE GMAIL TABS CHANGED THE AMOUNT OF
TIME YOU SPEND VIEWING PROMOTIONAL EMAILS?
Source: Strongview
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WHERE EMAIL IS (TYPICALLY) READ
Source: ReturnPath
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Tip #2:
Think Multi-Screen, Not Mobile First
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50% OF UNIQUE OPENS ARE ON MOBILE DEVICES…
Source: Experian
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…BUT 48% OF TRANSACTIONS ON DESKTOPS
Source: Experian
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MULTIPLE PLATFORM USERS ARE MOST PROFITABLE
Source: Experian
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Tip #3:
Responsive Design: Necessary
but not Sufficient
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• HTML layouts that
automatically adjust to
different devices and
screen sizes by using
flexible grid layouts
• Works on Android,
iPhones (iOS) and newer
Blackberrys with some
exceptions
• Not a panacea: need to
create distinct mobile
user experiences
HOW RESPONSIVE DESIGN WORKS
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iPhone
EXAMPLE OF RESPONSIVE DESIGN
Outlook
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EXAMPLE OF RESPONSIVE DESIGN
Source: Lyris
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Tip #4:
Create KPIs For Your Business
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SUBSCRIBER ENGAGEMENT 9/4/13 MAILING
Source: Litmus
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9/4/13 MAILING ENGAGEMENT BY EMAIL CLIENT
Source: Litmus
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Tip #5:
Overcome Fear of Frequency
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MEET DELA QUIST!
Source: Google Images
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FAVORITED TWEET AT EEC13 CONFERENCE
RT @dsholes: With
increased email frequency,
every metric goes down
except one: revenue per
subscriber. @DelaQuist
#EEC13
22
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THE COST OF PREVENTING UNSUBSCRIBES
Source: Alchemy Worx
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Tip #6:
The Era of Agile Email Is Here
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EMBEDDED COUNTDOWN TIMER IN EMAIL
Source: Movable Ink
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GEO-TARGETING IN EMAIL
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PERSONALIZED SEATING CHART VIA EMAIL
Source: Movable Ink
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THANK YOU!
Dwight Sholes
Senior Director, Cross Channel Innovation
Twitter: @dsholes