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adestra.com
Taking Mobile Email to the
Next Level in 2015
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Welcome!Page 2
• You can hear us, we can’t hear you
• There will be time for questions at the end
• Tweet us @adestra
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Hello!Page 3
Katie EvansAccount Manager
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Agenda Page 4
• Looking back on mobile in 2014
• First steps to becoming mobile savvy
• Next level mobile in 2015
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Looking back on
mobile in 2014: ”The Year of Mobile”
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Source: Quarterly Email Benchmark Report
of total email opens occurred on a mobile phone or tablet
48%
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Source: Quarterly Email Benchmark Report
of smartphone users checked their emails via mobile
78%
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Source: Econsultancy
of traffic to Retail sites from mobile devices
50%Boxing day 2014 saw an excess of
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Mobile email and the
consumer
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Email is the number one most popular activity on a smartphone Source: Marketing Land
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Source: Liveclicker
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Source: Marketing Profs
say email marketing messages are too small to read or interact with on their mobile device
32%
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Source: Litmus
delete emails that aren’t optimized for mobile
69%
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Don’t panic!
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First steps to
becoming mobile
savvy
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Shorten subject lines and use pre-headersPage 18
Thanks and you’re welcome!
Stay tuned for New Arrivals…
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Clear calls to actionPage 19
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Short copyPage 20
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Optimize imagesPage 21
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Mobile optimized
templates
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Non-mobile optimized template Page 23
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Mobile optimized template Page 24
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Mobile optimized templatesPage 25
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Mobile optimized templatesPage 26
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Next level mobile in
2015
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Next level mobile in 2015Page 29
• SMS
• Apps
• Location-targeting
• Video
• Wearables
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SMS
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Source: Dynmark
of all text messages are read
98%
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Source: Dynmark
of adults have their mobile phone within arm’s reach 24 hrs a day
91%
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Source: Dynmark
of smartphone users made a purchase because they received an SMS from a brand
16%
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Using SMSPage 34
• Flash sales
• Special offers
• Delivery (free delivery codes)
• Transactional
• Brand engagement
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Mobile phone retailerPage 35
• 180,000 SMS sent
• 7,000 inbound calls received
• £203,000 worth of deposits generatedin 3 hours
• ROI= 38x initial investment
Source: Dynmark
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Apps
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App push notificationsPage 37
Source: Econsultancy
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Source: OtherLevels.com
of the Top 100 Internet retailers have a mobile app
77%
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were actually sending push messages
66%Among those apps, only
Source: OtherLevels.com
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Push notification tipsPage 40
• Keep it personal
• Timely and relevant
• Be informative
• Be generous
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Location Based
Targeting
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Location trackingPage 42
• GPRS
• Beacons
• Geo Tracking
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Geo-Tracking Page 43
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Geo-targeting ideas Page 44
• Short term deals lasting from a few hours to a day
• Location targeting for retail stores
• Use location based coupons
• Keep it relevant
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Video
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a week watching TV, video clips and films online
5 hoursThe average Brit spends
Source: Guardian
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of its videos were viewed from a mobile device. This is set to rise in 2015.
50%YouTube revealed that in 2014
Source: YouTube
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Video integration Page 48
• Embed video content into your campaign
• Email client is identified to decide whether to render a video, static image or file and link
• Choose static frame preview
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LSOPage 49
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Wearables
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Questions
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Thank you
