the evolving inbox - litmuscdn.litmus.com/evolving_inbox.pdf · facebook messaging • no subject...
TRANSCRIPT
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Who am I?
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#1 Other types of inboxes fighting for attention
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#2 Portable Inboxes
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Emails on Mobiles
Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010)
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Stand out - utilise the Pre-header
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Mobile Email Usage
� According to Liveintent.com they’re seeing the following global figures:
� 20% of all email is opened on mobiles � iPhone accounts for 10%, Android 4% other
Smartphones 3% iPad 2% and Blackberry 1%
� Email is used by 75.4% of British iPhone owners, making it the most popular internet activity on the phone. Source: Econsultancy Mobile Statistics Compendium
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CTR however is another story
� LiveIntent is seeing a much lower CTR than on web browsers and desktops. Most likely reasons are:
� Performing Triage � CTA’s not ‘Fat Finger Friendly’ � Landing pages haven’t been optimised for mobile � Email takes too long to load on mobile
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Check your Readership
www.litmus.com
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Consider a Mobile Version
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Using Media Queries to design your email
Smartphone 320px
Tablet 768px
Desktop 1600px
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#3 New style Inbox – multi-channel
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#4 Facebook’s new messaging system
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It’s very easy to get one.....
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Prediction
50% of consumers will begin to use a Facebook .com address
The Relevancy Group: The Social Inbox – The Impact of Facebook Messages on Email Marketing
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Text version is default
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Text version is default
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....Click expand
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Similar to Gmail Priority Inbox
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Facebook Messaging
• No Subject Lines – demoted to the body of the message � 60 character line limit � URLs are not automatically turned into web links � Marketing messages sent to ‘Other’ inbox � Grouping by sender not subject � Most recent massage at bottom � No notification of a message in your Other Inbox
� https://www.facebook.com/help/?topic=new_messages
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#4 Hotmail Active Views
“These messages are like mini-websites in your inbox. So
when you open these messages and interact with them, it’s like you have gone to their website.”
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Happens by default....
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The beginning of interactive email?
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Over 1 billion Active Views served
� It allows links to Flickr, YouTube, Hulu, Linkedin, Posterous, Netflix and deals site Living Social to be viewed and acted upon without ever leaving the inbox.
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Measure who’s viewing in what
Gmail
Hotmail
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Measure who’s viewing in what
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#6 ISP’s facilitate inbox management
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More important than ever…
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Every little helps
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Make it easy for them
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#7 Deliverability based on engagement
1. Message read, then deleted 2. Message deleted without reading 3. Message replied to 4. Frequency of receiving
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Hotmail snapshot
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Gmail Priority Inbox
1. Based on Google’s Prediction 2. Starred mail 3. Interaction with the email
Not for the faint-hearted – Gmail’s secrets http://www.google.com/buzz/goog.research.buzz/DvRkTRUBSys/This-paper-is-short-but-sweet-and-quite-accessible
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Priority Inbox snapshot
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Intelligent Inboxes need...
Intelligent Messaging
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http://www.litmusapp.com
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Get their attention
From Field Subject Line
Preview Pane
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Intelligent Inboxes needs...
Intelligent Design
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Utilise the Pre-header space
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Use snippets wisely & stand out in the crowd
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Intelligent Inboxes need...
Interaction
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Make it easy to interact
� Don’t hide the CTA behind an image � Place the CTA within the preview pane � Test your copy, offer and placement
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Measuring engagement
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Price of un-engagement
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Thank You
Kath Pay Strategic Consultant, Trainer & Speaker DM Inbox Email: [email protected] Phone: +44 (0) 20 8297 8299 Twitter: @kathpay Linkedin: www.linkedin.com/in/kathpay Skype: kath.pay