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Email Marketing

in a Mobile Worldby Tamara Gielen, Plan to Engage

©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com

@tamaragielen

• 12+ years of experience in

email marketing & eCRM

• Author of “Be Relevant”� www.b2bemailmarketing.com

• Founder of the

“Email Marketer’s Club”� www.emailmarketersclub.com


About Plan to Engage

• Email & eCRM Strategy

• Contact Strategy

• Email Design & Coding

• Campaign Management

• Deliverability Support

• ESP Selection

• Response Optimization

• Workshops & Courses

www.plantoengage.com

4 Email Marketing Trends for 2013

Trend #1.Email Marketing is Alive and Kicking!


Ranked 2nd in terms of ROI

SEO 73%

Email marketing72%

PPC 56%

Affiliate Marketing47%

Social media 43%

Mobile marketing

34%

Offline direct marketing

32%

Online display

advertising 24%© e-Dialog Inc. All Rights Reserved.

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Social media need email

©2013 Plan To Engage – all rights reserved – www.PlanToEngage.com 8

Trend #2a. From Email Marketing to eCRM and Beyond


Customer

Lifecycle

Marketing

Trend #2b.Automation Saves Time & Increases ROI


…send more relevant

emails, more often with

fewer resources?

Wouldn’t you like to…


Fact

Triggered emails represents

already 22% of email volume

(up from 2,2% in 2011).

MarketingSherpa, 2012 DMA Conference


Fact

Triggered email messages had

96% higher open rates and

125% higher clickthrough rates

than ”batch and blast” emails

DMA Email Experience Council & Epsilon (2012)


Fact

Triggered email messages

can generate 3x the revenue

and 7x the profit of broadcast

campaigns

The ROI of E-mail Relevance - Jupiter Research, 2005


triggered emails = only 3-

5% of email volume but

they generate 45% of

profits

Case Study: Travel Sector


How to get started

• Map out the customer journey

• Identify relevant events that can serve as triggers

• Avoid the creepy factor!

• Test & optimize

• Consider a triggered series vs. a single message

Welcome emailsWelcome emails

Abandoned shopping cartsAbandoned shopping carts

Abandoned searchAbandoned search

Order notificationsOrder notifications

Status updatesStatus updates

Shipping notificationsShipping notifications

Surveys/Reviews/FeedbackSurveys/Reviews/Feedback

Reactivation messagesReactivation messages

Lead nurturing streamsLead nurturing streams

……

Trend #3.Deliverability NowAlso Based on MetricsYou Can’t Measure


Trend #4.Mobile Readershipis Growing Rapidly


Mobile opens increased 123%

in 18 months

Source: Litmus.com


Results may vary

Mobile will account for 15 to 65% of email opens, depending on target audience, product and email type.

eMailmonday - “Party safe mobile email stats” (2013)


Source: Pew Research


Same email account,

multiple devices

90% of smartphone

owners access the same

email account on mobile

and desktop.

ExactTarget – “The 2012 channel preference survey” (2012)


Mobile email influences purchases

Mobile purchasing decisions are most influenced by emails from companies (71%) only surpassed by the influence of friends (87%).

Adobe “2013 Digital Publishing Report: Retail Apps & Buying Habits”


The future of email is mobile

78% of US email users will

also access their emails

via mobile by 2017

Forrester Research

“Email Marketing Forecast 2012 – 2017″ (2012)


It’s a numbers game…

• Population: 6.9 billion

• PCs: 1 billion

• TVs: 2 billion

• Mobiles: 5 billion


Do you know?

48% of marketers don’t

know what percentage of

their emails are read via a

mobile device – do you?

eConsultancy – “Email Marketing Industry Census” (2012)


We’re not only dealing

with smaller screens


But the context changes as well


People check emails on mobiles:

• In bed

• In the bathroom

• Whilst intoxicated

• To kill time

• Watching TV

• At the Gym

• …

How do we make ouremails mobile-friendly?


Design for the 80/20 Rule

Web users spend 80% of their time looking at

information above the page fold. Although

users do scroll, they allocate only 20% of

their attention below the fold

Source: http://www.useit.com/alertbox/scrolling-attention.html


Less above the fold


Bigger fonts


Design for the finger

• Minimum 44x44 pixels


Space out links & increase size

Zettasphere


Use app-style buttons for CTAs


Use the pre-header


subject lines as primary content


Keep designs simple!


Gain inspiration from the

simplicity of mobile apps


But that doesn’t mean

you can’t get clever!


The W3C advises mobile emails be under 20K

Consider the weight of the email

Style Campaign


Responsive design

©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comIncrease font-size

©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comResize images

©2013 Plan To Engage – all rights reserved – www.PlanToEngage.comAdjust layout


And lots more…

• Fixed to fluid containers

• 2 column to 1 column

• Line-height

• Hide images/containers/content

• Change alignment i.e. left to centre

• Rework navigation

• …


Consider:

If you’re hiding content,

just how imperative is it?


Optimize your landing pages!


Make forms short & simple


Your homework assignment

First:

• Find out what percentage of your audience reads

your emails on a mobile device

• Adapt your templates for mobile readership


Your homework assignment

Second:

• Sit down and have a good look at last year’s

metrics

• Make a list of what went well, and what didn’t

• Remember that testing is the only road to

success


Thanks!

• [email protected]

• +32 477 666 930

• @tamaragielen

• www.linkedin.com/in/tamaragielen

Check out our educational email marketing

webinars: www.brighttalk.com/channel/8461

Documents

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