the new inbox and other innovations part 2
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Session PresentationTRANSCRIPT
The New Inbox & Other Email Innovations
Part II
Why Should I Care?
89.6 million Americans used their mobile
phone to access email from Sept-Nov 2011
(comScore)
Case Study
• Through device tracking, BrightWave has seen a trend through our B2C client base
of increased smartphone usage
• Many B2C subscriber lists are seeing usage in the range of 13 - 15% for just
iOS (iPad & iPhone) and Android mobile operating systems
• BrightWave also discovered that at certain times of the day these smartphone
users could represent 30% or more of the people who opened campaigns
(e.g. 5pm - 9pm/et)
• With such a high rate of engagement, BrightWave recommended
and implemented a mobile enabled email campaign for Ted’s
Montana Grill.
• This campaign, leveraging BrightWave's proprietary methodology,
distributed an email that was able to deliver alternate layouts and
content for multiple devices, in real-time. If a user opened the
email on a desktop they received a desktop version, and if they
opened it on one of these smartphone devices they received a
version optimized for that device.
• About 1 - 2% of the total list opened on both a desktop and
mobile device so in turn were exposed to both sets of
content.
Mobile Enabled Email
One email that reformats itself when opened on different
devices. Email creative /content is optimized for the device
in real-time.iPhone
Outlook 2010
Increased Results
One email that reformats itself when opened on different
devices. Email creative /content is optimized for the device
in real-time.iPhone
The results were a 6.5% (average over two
campaigns) incremental lift in primary call to action
over the test groups. Lifts in some of the secondary
calls to action (including subscribing to social media
channels [e.g. 30% lift to Facebook] were much
higher.
The New Inbox
Honeycomb
iOS5
Email Opt In?
Email Opt In?
Thousands of New Acquisition Opportunities
• Email – Messaging/Conversion/Awareness Platform
Why Should I Opt in/Read/Click?
Average Open Rate: 23%
Click Rates 6%(Epsilon 2011)
• Social – Engagement Platform
Why Should I Like/Follow/Check In/Read/Click?
Know Thy Platform
• 55% of marketers stated that they have fan pages on
Facebook (Relevancy Group, 2011)
• 41% of those with branded fan pages are acquiring email
addresses on them (Relevancy Group, 2011)
• 41% of B2B companies are acquiring customers through
Facebook (Hubspot, 2011)
Tapping 800M Users?
Who checks email the most?
Use One Platform to Build
Lists & Drive to Preferred
Distribution Channel
Facebook Drives Email
When in Rome…
QR promotion in-store
Aisle Hanger
MobileSign-up
Email Coupon
QR Code prominently placed on hanger to attract
smartphone users. Back-up URL for those without QR
code scanner would also be placed on hanger.
Location
Location
Google+
Google+
Google+, It’s about the Circles
Email Nerds
176
People who
are dead
to me
5
People who
have read
my book
2
Ex-
girlfriends
who stalk
me
40
People I met
in the parking
lot
5
Social
Ninjas
7,344
Family
18
Family that
will never
know what
Google+ is
17
• Circles, what does this mean for brands?
• Further conditioning users to partition communication
• Increases the importance of segmenting email list to increase relevancy
• What circle willyour brand land in?
Google+, Segmentation
Email’s Effectiveness in the Eyes of the CMO
30
Free White Paper
31