Insiders’ Insights · Insiders’ Insights: 6 Tips for Email Success in 2014 Dwight Sholes Senior...

Insiders’ Insights:

6 Tips for Email Success in 2014

Dwight Sholes

Senior Director, Cross Channel Innovation

Tip #1:

Inbox Providers Are Taking Charge

• 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

Promotions tab offers: email or display ad?

IS GOOGLE SPAMMING?

Source: Return Path

MARKETER REMEDIES: EFFECTIVE?

Source: Strongview

TABS’ IMPACT ON ENGAGEMENT IN WEEK ONE

Source: ReturnPath

SURVEY: HAVE GMAIL TABS CHANGED THE AMOUNT OF

TIME YOU SPEND VIEWING PROMOTIONAL EMAILS?

Source: Strongview

WHERE EMAIL IS (TYPICALLY) READ

Source: ReturnPath

Tip #2:

Think Multi-Screen, Not Mobile First

50% OF UNIQUE OPENS ARE ON MOBILE DEVICES…

Source: Experian

…BUT 48% OF TRANSACTIONS ON DESKTOPS

Source: Experian

MULTIPLE PLATFORM USERS ARE MOST PROFITABLE

Source: Experian

Tip #3:

Responsive Design: Necessary

but not Sufficient

• 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

iPhone

EXAMPLE OF RESPONSIVE DESIGN

Outlook

EXAMPLE OF RESPONSIVE DESIGN

Source: Lyris

Tip #4:

Create KPIs For Your Business

SUBSCRIBER ENGAGEMENT 9/4/13 MAILING

Source: Litmus

9/4/13 MAILING ENGAGEMENT BY EMAIL CLIENT

Source: Litmus

Tip #5:

Overcome Fear of Frequency

MEET DELA QUIST!

Source: Google Images

FAVORITED TWEET AT EEC13 CONFERENCE

RT @dsholes: With

increased email frequency,

every metric goes down

except one: revenue per

subscriber. @DelaQuist

#EEC13

22

THE COST OF PREVENTING UNSUBSCRIBES

Source: Alchemy Worx

Tip #6:

The Era of Agile Email Is Here

EMBEDDED COUNTDOWN TIMER IN EMAIL

Source: Movable Ink

GEO-TARGETING IN EMAIL

PERSONALIZED SEATING CHART VIA EMAIL

Source: Movable Ink

THANK YOU!

Dwight Sholes

Senior Director, Cross Channel Innovation

dwight.sholes@travimp.com

Twitter: @dsholes