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#MarketoTour
The Interactive Inbox Latest Research on Email & Mobile Trends
June 20th, 2013
Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Trendline Interactive is an email-centric marketing agency. Our experienced email professionals bring insights from our industry leading research to life through a full suite of strategic, creative and technical services.
Morgan Stewart
Co-Founder & CEO
Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
188,000,000,000
Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
“Put email in its place”
#MarketoTour
What do real users think about
email marketing?
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Preferred Communication Channels
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What problem is being solved?
Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
What problem is being solved?
Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
1. Manageability
2. Familiarity
3. Privacy
4. Relevance
5. Exclusivity
Why Do Consumers Prefer Email?
Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Inbox Organizers in Context
188 billion emails delivered daily
100 million emails managed daily by Mailbox App
< 0.1%
#MarketoTour
Where is email being read?
Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Where is email being read?
Source: emailclientmarketshare.com June, 2013
Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Relevancy Challenge
Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Relevancy Challenge
Your competition in the inbox is
every email that is more
relevant than your email
Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Where is email being read?
Desktop 34%
Webmail 24%
Mobile 42%
Mobile: Smartphones (iPhone, Android) and tablets Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!)
Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
567MM Smartphone Shipments in 2012
Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The Last 28 Months
0%
10%
20%
30%
40%
50%
60%
70%
Opens in Each Environment
Webmail Desktop Mobile
Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
34% of American adults ages 18
and older own a tablet computer like an iPad, Samsung Galaxy Tab, Google Nexus, or Kindle Fire—almost twice as many as the 18% who owned a tablet a year ago.
Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Your Audience is the Most Important What percentage of customers/prospects interact with your organization’s email messages
on a mobile device?
31% of marketers don’t
know their of mobile email
open rate
Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Plan on data, not your gut
Brand/Industry A: 55% Brand/Industry B: 18%
Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
The days of mobile triage are over…
view email in a
single environment.
97%
#MarketoTour
Mobile is driving email innovation…
Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
in cross channel experiences…
Opens App
if Installed Link to App
Store if not Detect
Device
Web
Version
Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
in visual design…
Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
in coding standards…
@media support across mobile apps
iPhone native yes
iPad native yes
Android 2.1 native no
Android 2.2 native yes
Android 2.3 native yes
Android 4.x native yes
Gmail mobile apps no
Mailbox iOS app yes
http://stylecampaign.com/blog/2012/10/responsive-email-support/
Yahoo! mobile apps no
Windows Mobile 7 no
Windows Mobile 7.5 yes
Windows Mobile 8 no
BlackBerry OS 6 yes
BlackBerry OS 7 yes
BlackBerry Z10 yes
Kindle Fire native yes
Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
in calls-to-action…
3
3
Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
& in social media integration.
3
4
Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Proprietary & Confidential. © 2013 Trendline Interactive. All rights reserved
Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Care
1. Listen
2. Make others interests primary (aka – focus on customer needs)
3. “Sharing is caring”
4. Do something unexpected
5. Pick your battles
6. Don’t just talk about it… do it.
Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential.
Thank
You.