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DESIGNING FOR THE MODERN SUBSCRIBER September 13, 2011 Todd Wilson, Senior MarkeEng Consultant @toddwils
WHAT WE’RE COVERING TODAY
• Who is the “Modern Subscriber?” • How are they reading emails today? • What it means for you… • Four things to remember
THE WAY IT USED TO BE.
HOW IT IS TODAY.
Point-‐of-‐sale, call center, .com, third
party, browser, email, social, mobile…
WHY DESIGN IS IMPORTANT.
“…as the differences in [products] become more subtle, companies need a new way to differenCate…
companies expect experience to be that new
differenEator.”
-‐
Source: Ron Rogowski, Forrester Research, 2011
Your email program
YOUR ONLINE MARKETING STRATEGY
THE MODERN SUBSCRIBER
“I have apps for Facebook, Twi5er, and email on my phone, and I check them throughout the day. I check Facebook every two hours. I check Twi5er every half hour for news and sports updates, and my email every two hours or so.” -‐ Gordon (male, age 27)
FIRST, A PRIMER.
Source: Subscribers, Fans, and Followers, February 2011
“Subscribers” are customers who have given you their email address. This is different from “fans” and “followers,” who have their own (similar) reasons for engaging with you.
THEY’RE MULTITASKING…
Media consumpEon has increased 20% since 2010. Consumers spend eight hours and 11 minutes per day on television, radio, and the internet. That’s around half of your waking life.
Source: Edison Research, April 2011
…MULTI-‐DEVICE…
Source: Charles Golvin’s Blog, Forrester, August 2011
“It’s a mulEdevice, mulEconnecEon world. Consumers are no longer reliant on one dominant device... today it’s the PC, tablet, phone, and TV, but connecCons are beginning to pervade the car and myriad devices in the home.”
…AND MADDENINGLY MOBILE.
“More than 91 million US consumers will use the internet through a mobile device at least monthly by the end of this year, up from 77.8 million in 2010.”
Source: eMarketer, 2011
(NOT TO MENTION SAVVY)
Subscribers expect marketers to know types of products and services they prefer first, followed closely by the offers they like and their customer status and preferences.
Source: eMarketer, 2010
EMAIL HAS BECOME INDISPENSABLE
…AND MOBILE PLAYS A BIG PART
Source: ExactTarget, 2011
• Email usage increases with the purchase of a smartphone. Those who have a smartphone are: – 47% more likely to check email “constantly throughout the day”
– 30% more likely to check email at least several Cmes a day
– 8% more likely to check email at least once a day
9% of consumers who made a purchase aber receiving a mobile message say they’ve completed at least one purchase on their smartphone.
COMPETING FOR FIRST SCREEN STATUS
THE DETAILS
EMAIL OPENS TODAY
Source: Litmus, September 2011
Desktop 53% Webmail
32%
Mobile 15%
HOW ARE SUBSCRIBERS READING EMAIL?
Source: Litmus, July 2011
Email Client Average Rank
Outlook (All versions) 37.46% 1
Hotmail/Windows Live 14.53% 2
Yahoo! Mail 10.13% 3
iPhone 9.46% 4
Apple Email 7.66% 5
Web Version 6.75% 6
Gmail 3.74% 7
iPad 2.82% 8
Android 2.41% 9
MOBILE OPENS BY PLATFORM
iPhone 63%
Android 17%
iPad 19%
Other 1%
Source: Litmus, September 2011
WHERE DO SUBSCRIBERS OPEN?
Source: Litmus, September 2011
• Desktop Only: Opened using only desktop devices.
• Mobile Only: Opened using only mobile devices.
• MulE Device: Opened using both mobile & desktop devices.
Desktop Only 66%
Mobile Only 31%
MulC Device 3%
HOW DOES MOBILE AFFECT CLICKS?
Source: Litmus, September 2011
% of total clicks by environment for three samples
80
67 62
17 28
34
3 5 4
Newslejer Retail 1 Retail 2 0
20
40
60
80
100
Desktop Only
Mobile Only
MulC Device
HOW DOES FIRST OPEN AFFECT CLICKS?
Source: Litmus, September 2011
33.7
9.5 7.5
18.7
7.8 7.3
Newslejer Retail 1 Retail 2 0
10
20
30
40
Desktop
Mobile
What was the click rate based on first open?
SO WHAT DOES IT ALL MEAN?
FOUR THINGS TO REMEMBER
1. TAKE A STEP BACK.
Not just this.
See this.
“PerfecLon is achieved, not when there is nothing more to add, but when there is nothing leM to take away.” — Antoine de Saint-‐Exupéry
2. KEEP IT SIMPLE.
3. CREATIVE IS STILL CRITICAL.
“The average amount of data created by a human being on our planet has more than quadrupled in the last six years. …[i]n the markeEng industry, data has become our frenemy – we sink or swim in a new era of real-‐Eme and predicEve analyEcs.”
Source: Online Media Daily, July 25, 2011: “Is This The Dawn of the Data Decade?”
4. USE YOUR DATA WISELY.
“According to [a leading data company's] ‘file’ on
me, I'm a ‘hip homemaker’ who
probably trades stocks and buys expensive clothes and boats.”…
…“Actually, I'm 24, single and I live in a cramped New York City apartment where my television sits on top of
my refrigerator. I someCmes dog-‐sit for extra spending money and have never bought or sold a
single stock.” Source: “Mistaken IdenCty,” The Wall Street Journal, 2008
P.S.
REMEMBER TO BREAK THE RULES*
Don’t be afraid to do something unexpected.
*On occasion
Q&A
Todd Wilson [email protected] 678.852.6935 follow me @ToddWils
