mobile email panel - home | meclabs...mobile email panel 9 key data points discussed laura velasquez...

Mobile Email Panel 9 key data points discussed

Laura Velasquez Jason Jennings

Marketing Program Manager Associate Director, Digital CRM

REI Verizon Wireless

Session Speaker

2

Laura Velasquez

Marketing Program Manager

REI

Laura Velasquez is the marketing program manager for promotional email at Recreational Equipment Inc. (REI) where she oversees strategy, execution and delivery for the Gearmail program. Her robust marketing background in REI Visa, REI Adventures and REI Membership programs has enhanced the REI email team’s ability to deliver an appropriate, on-brand membership experience while continuing to meet sales goals. Partnering with internal mobile and e-commerce teams, Laura has helped create a seamless shopping experience, from email to website, which has led to REI’s email program becoming a leader in utilizing mobile email best practices.

Session Speaker

3

Jason Jennings

Associate Director, CRM

Verizon Wireless

Jason Jennings is Associate Director, CRM for Verizon Wireless where he is responsible for CRM initiatives in Personalization, Social, Mobile and User Experience. He is charged with ensuring a best-in-class user experience within B2C, B2B and Acquisition programs. Leveraging new technologies, Jason provides digital solutions that enhance dialogue and align CRM-driven messages across digital channels. Using behavioral data to guide marketing decisions and connect with consumers where they are, Jason drives strategies that augment the digital experience and drive key business metrics.

Mobile Strategy

5

Mobile strategy integration

©2012 MarketingSherpa Mobile Marketing Benchmark Survey Methodology: Fielded August 2012, N=223

58% Partially

integrated

31% Fully

integrated

11% Completely

separate

Q: How would you describe your organization’s mobile strategy in relation to its overall marketing strategy?

Data Point #1

6

Tips to integrate mobile strategy


Things you can do to help your campaigns if you company isn’t fully integrated…

• Always consider the consumer’s journey and know what mobile experiences you’ll need

• Work with your Internet team to build a mobile template for email-campaign specific use

• Track and understand mobile email readership to drive adoption within your organization

Mobile Strategy: Common Barriers

21%

24%

24%

25%

28%

30%

35%

45%

55%

55% Lack an effective mobile marketing

strategy

Inadequate staffing resources and expertise

Insufficient budget for mobile initiatives

Inadequate understanding of mobile user conversion path

Inability to track/measure mobile user behavior to segment mobile audience

Failure to develop a customer profile and/or theory for the mobile user

Lack of compelling content to engage mobile user

Difficulty merging mobile data with other systems (e.g. CRM)

Unclear ownership of mobile initiatives

Lack of executive support


Data Point #2

Q: Which barriers exist to overcoming your organization's top challenges?

Tips for creating mobile strategy

• Identify your audience

• Agree on common goals

• Include key internal partners – Traffic drivers

– Site owners

– Consumers

Mobile Website

Mobile Apps

Marketing

Mobile Strategy & Goals

Mobile Strategy: Common Barriers

21%

24%

24%

25%

28%

30%

35%

45%

55%

55% Lack an effective mobile marketing

strategy

Inadequate staffing resources and expertise

Insufficient budget for mobile initiatives

Inadequate understanding of mobile user conversion path

Inability to track/measure mobile user behavior to segment mobile audience

Failure to develop a customer profile and/or theory for the mobile user

Lack of compelling content to engage mobile user

Difficulty merging mobile data with other systems (e.g. CRM)

Unclear ownership of mobile initiatives

Lack of executive support


Data Point #2

11

Tips for tracking

• Include a pixel in your email

• Track at an individual user level with anonymous identifier

• Gain insights on which readers frequently open on a mobile device

39% of Holiday opens on mobile

Mobile Audience

13

Mobile Audience

Q: How well does your organization know the level of mobile device adoption of its customers?

8%

10%

16%

17%

22%

27% Not at all - We don't know our customers' adoption rate

Not well - We presume our customers WILL adopt mobile

devices early in the conversion path

Not applicable or don't know

Somewhat well - We use outside research to guide our

mobile strategy

Not well - We presume our customers WILL NOT use

mobile devices in the conversion path

Very well - We collect data on our customers' mobile

preferences and behavior


Data Point #3

14

Mobile Audience

Q: How well does your organization know the level of mobile device adoption of its customers?

8%

10%

16%

17%

22%

27% Not at all - We don't know our customers' adoption rate

Not well - We presume our customers WILL adopt mobile

devices early in the conversion path

Not applicable or don't know

Somewhat well - We use outside research to guide our

mobile strategy

Not well - We presume our customers WILL NOT use

mobile devices in the conversion path

Very well - We collect data on our customers' mobile

preferences and behavior


Data Point #3

15

Mobile adoption insights challenging

Usually, Verizon knows what device you’re on…but not always. Some challenges include:

• Device Speed – 3G / 4G / Wifi

• Tablets / Phones

16

Mobile Audience: Device vs. OS

14%

17%

17%

19%

22%

35%

42%

46%

50%

51%

67%

Operating system (e.g. Apple iOS)

Social media usage and traffic referrals (e.g. Facebook Insights)

Geographic location

Mobile email

Time-of-day usage patterns

Application/functional behaviors (e.g. tools)

Job title, company or industry

Short messaging service (SMS)

Devices (e.g. smartphone)

Carrier (e.g. Verizon, AT&T)

Income or gender

Data Point #4

Q: What data does your organization gather and review to understand your customers' mobile preferences?

17

Mobile Audience: REI Email Openers Breakdown of how REI’s audience reads email:

Mobile 30%

Webmail 28%

Desktop 40%

Other 2%

February 2012

Mobile 43%

Webmail 18%

Desktop 39%

January 2013

Mobile Audience: Verizon Email Openers

40%

35%

26%

Email Openers by Device Type

Mobile

Desktop

Webmail

• 40% of all email opens on mobile • 19% of all opens on Apple iPhone • 10% of all opens on Android

Email Engagement

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Apple iPad Apple iPhone Google Android Windows Phone

Email Engagement by OS

Skimmed

Read

Glanced

• 45% increase in ‘read’ metric on Android over iPhone • ~25% of all opens on iPhone/iPad were glanced/deleted • 78% of openers spent longer than 2 seconds on the email • Mobile had higher ‘read’ rate than desktop (51% to 41%)

Mobile Audience: Verizon Email Engagement

Mobile Audience: Verizon Email Engagement

Mobile Messaging and Design

Mobile Messaging

12%

14%

16%

18%

23%

24%

25%

25%

34%

55%

Dynamically personalize mobile content

Leverage mobile device tools

Provide an easy, fast payment system to secureconversions

Run loyalty/reward programs

Encourage participation in surveys, trivia or games

Optimize message for specific OS and/ or device

Include video content

Segment campaigns based on behavior and or/sales cycle

Contextualize message for the mobile experience

Design simple mobile pages to load fast


Which do you use to improve the relevance and engagement of mobile content?

Data Point #5

Mobile Messaging: Verizon Email Template

Mobile Messaging: Email Example

26

Mobile Messaging: REI Design Considerations

Decide how messaging will be impacted • Determine where you will start your

mobile rollout

• Determine how you will prioritize messages in the smaller amount of real estate mobile provides

• Have discussions with key stakeholders so they understand how their messages will be affected

27

Mobile Design

Decide how design will be impacted • Mobile Friendly

– What changes will need to be made to font sizes, links, buttons, CTAs?

• Responsive – Mobile Friendly changes plus

create a template

– Have discussions with key stakeholders so they understand how their messages will be affected

Mobile Messaging: Landing Page

Understand the mobile landing experience • Determine where your messages will land

on the site and what the experience will be. – Is it optimized for mobile?

– If not, is it an acceptable experience for the message?

– If not, what are other options?

• Understand how the landing experience could impact conversion

• Discuss with key stakeholders how to optimize landing experiences for mobile – Speed

– Ease of use

Mobile: Current Marketing Tactics

2%

2%

4%

6%

7%

7%

8%

10%

11%

12%

13%

18%

QR codes

Mobile apps

Mobile search

Mobile email

Mobile advertising

Mobile campaign testing

Mobile website

Mobile push notifications

Mobile payment

M-commerce

Mobile landing page

Social and local

Which mobile marketing tactics does your organization currently use?


Data Point #6

Mobile: REI mobile landing page

What has worked

• Mobile-specific landing pages

• By-passing the mobile site to the full site

Learn from our mistakes

• Verify there is a mobile landing page – No page = redirect to the home page

• Verify the page’s contents – Mobile email sent visitors to landing page with a 2000 product search

result…because it was ‘there’

Mobile: Verizon mobile LP

What has worked

• Matching email and LP experiences = lower bounce rates

• Use email to get the reader’s interest, leverage the LP to give them more information

Learn from our mistakes

• Keep navigation simple

• Consider larger buttons to simplify experience

Mobile Integration

Mobile Integration: Marketing Tactics

31% YES 47%

NO

18% Not applicable or don’t know

Q: Do you actively participate in integrating mobile with other marketing tactics for your organization?


Data Point #7

Mobile Integration: REI

Mobile Team

Partner Programs

Mobile Growth

37

Mobile Integration: Level of difficulty

Very difficult Somewhat difficult Not difficult

Mobile apps

Mobile email



Mobile payment

M-commerce

Mobile landing page

Social and local

Mobile website

Mobile advertising

Mobile search

QR codes 0%

5%

10%

11%

13%

13%

16%

18%

22%

24%

25%

36%

20%

38%

44%

51%

57%

54%

45%

39%

67%

60%

55%

55%

80%

57%

46%

37%

30%

33%

39%

42%

11%

16%

19%

9%


Data Point #8

38



Mobile apps

Mobile email



Mobile payment

M-commerce

Mobile landing page

Social and local

Mobile website

Mobile advertising

Mobile search

QR codes 0%

5%

10%

11%

13%

13%

16%

18%

22%

24%

25%

36%

20%

38%

44%

51%

57%

54%

45%

39%

67%

60%

55%

55%

80%

57%

46%

37%

30%

33%

39%

42%

11%

16%

19%

9%


Data Point #8

Campaign Engagement Activation Rate

Mobile Vs. Desktop Performance ↑ 2X ↑ 87%

Triggered Mobile Save Cart Email (Day 1)

Mobile VzW.com Shopping Path / Save Cart Flow

Mobile Integration: Verizon M-commerce

40



Mobile apps

Mobile email



Mobile payment

M-commerce

Mobile landing page

Social and local

Mobile website

Mobile advertising

Mobile search

QR codes 0%

5%

10%

11%

13%

13%

16%

18%

22%

24%

25%

36%

20%

38%

44%

51%

57%

54%

45%

39%

67%

60%

55%

55%

80%

57%

46%

37%

30%

33%

39%

42%

11%

16%

19%

9%


Data Point #8

Mobile Integration: REI mobile apps

• Email drives app awareness and downloads

42

Mobile Testing: Routines & Practices

Routinely Somewhat routinely Not routinely

9%

10%

10%

13%

13%

14%

15%

16%

34%

41%

35%

38%

39%

36%

34%

43%

57%

50%

56%

50%

49%

50%

54%

41%

Utilize a Specific Testing Methodology

Brainstorm Challenges and Opportunities for MobileOptimization

Track and Document the Impact of Mobile Marketing onthe Sales Funnel

Document Findings at Regularly Scheduled Times

Review Test and Decide on a Follow-up test(s)

Define the Research Question, Main Objective and KeyMetric Before Testing

Segment to Target a Specific Audience

Maintain Yearly Benchmark Reports

Maintain yearly benchmark reports Segment to target a specific audience Define the research question, main objective and key metric before testing Review test, and decide on follow-up test(s) Document findings at regularly scheduled times Track and document the impact of mobile marketing on the sales funnel Brainstorm challenges and opportunities for mobile optimization Utilize a specific testing methodology

Maintain yearly benchmark reports

Segment to target a specific audience

Define the research question, main objective and key metric before testing

Review test, and decide on follow-up test(s)

Document findings at regularly scheduled times

Track and document the impact of mobile marketing on the sales funnel

Brainstorm challenges and opportunities for mobile optimization

Utilize a specific testing methodology

Data Point #9

43

Mobile Testing: Routines & Practices

Routinely Somewhat routinely Not routinely

9%

10%

10%

13%

13%

14%

15%

16%

34%

41%

35%

38%

39%

36%

34%

43%

57%

50%

56%

50%

49%

50%

54%

41%

Utilize a Specific Testing Methodology

Brainstorm Challenges and Opportunities for MobileOptimization

Track and Document the Impact of Mobile Marketing onthe Sales Funnel

Document Findings at Regularly Scheduled Times

Review Test and Decide on a Follow-up test(s)

Define the Research Question, Main Objective and KeyMetric Before Testing

Segment to Target a Specific Audience

Maintain Yearly Benchmark Reports

Maintain yearly benchmark reports Segment to target a specific audience Define the research question, main objective and key metric before testing Review test, and decide on follow-up test(s) Document findings at regularly scheduled times Track and document the impact of mobile marketing on the sales funnel Brainstorm challenges and opportunities for mobile optimization Utilize a specific testing methodology

Maintain yearly benchmark reports

Segment to target a specific audience

Define the research question, main objective and key metric before testing

Review test, and decide on follow-up test(s)

Document findings at regularly scheduled times

Track and document the impact of mobile marketing on the sales funnel

Brainstorm challenges and opportunities for mobile optimization

Utilize a specific testing methodology

Data Point #9

Android iPhone iPad Desktop 44

Default Responsive

Mobile Testing: REI A/B test

Mobile Testing: REI A/B test results

Open Rate

Open Rate by device

Total buyers

Mobile Testing: Verizon QA

Tops 3 Takeaways – Laura

• Learn about your subscribers mobile interaction with your email program

• Think the mobile experience through from a customer’s standpoint

• Create strong partnerships with your mobile site team

Tops 3 Takeaways – Jason

• Data – track mobile usage and leverage the data to optimize campaigns for user segments

• User Experience – always consider the reader’s journey and think about how they’ll interact with your brand

• Test, Test & Test – check your email on mobile devices prior to launch

Thank You

Laura Velasquez

Marketing Program Manager

REI

[email protected]

Jason Jennings

Associate Director, Digital CRM

Verizon Wireless

[email protected]

@jasonkjennings

mailto:[email protected]

APPENDIX

51

Mobile Future: Upcoming Campaigns

15%

17%

21%

24%

36%

37%

39%

42%

46%

47%

53%

64%

Mobile apps

Mobile email



Mobile payment

M-commerce

Mobile landing page

Social and local

Mobile website

Mobile advertising

Mobile search

QR codes

Data Point #10

mobile email panel - home | meclabs...mobile email panel 9 key data points discussed laura velasquez...

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