Mobilizing Your Marketing Messages for Email

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobilizing Messages in a Cross-channel World Bruce T. Swann | Senior Product Marketing Manager

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Jack Philbin CEO, Vibes [email protected]

Mickael Bentz Product Marketing Manager [email protected]

Justine Jordan Marketing Director, Litmus [email protected]

Presenters:

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Session Focus

3 Source: Adobe Mobile Marketing Survey

Considerations for a mobile strategy in a cross-channel world

1 Tips and tricks for

designing and deploying content

delivered to the mobile inbox

2 Leveraging Adobe

Campaign to support a mobile-inclusive cross-

channel strategy

3


Mobile is Changing the Way We Do Business

• More email consumed on mobile than PC

• Mobile takes over PC for browsing

• Truly Cross-channel and Cross-device

4 Source: Adobe Mobile Marketing Survey


3 C’s Of Mobile Messaging Advocacy Cross-sell/up-sell Awareness Consideration Self-identification

Authenticated Anonymous

Time

Cust

omer

Val

ue

Web

Social

Mobile

Web Social

Mobile

Email

Direct Mail

CRM

Social Web

Mobile

Mobile

Create Mobile Moments

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Source: Gartner, eMarketer, Adobe Digital Index

3 C’s of Mobile Marketing in a Cross-channel World

• Context • Connection • Cadence


Incorporating Mobile in a Cross-Channel World


The Mobile Landscape

8

Mobile marketing

Mobile advertising

Mobile experiences

Mobile service

mobile display

ads rich

media ads

apps

mobile web experiences

m-commerce Mobile media buys

mobile wallet

marketing

QR codes

SMS

MMS

mobile database

loyalty program

activation

service alerts

targeting & segmentation

push notifications

payments

Programmatic (RTB)

service apps

mobile coupons

mobile wallet

advertising


The 5 Layers of a Smart Mobile Marketing Program

9

Location-based marketing (iBeacons, Push, Mobile Wallet)

Mobile wallet (Passbook, Google Wallet)

Push notifications (app-based messaging)

Mobile database (text messaging)

Mobilizing email (optimization & wallet)


The Consumer’s Mobile Experience

10

PUSH Text MOBILE WALLET MOBILE EMAIL


The Need: Coordinate Messages Across all Mobile Touchpoints

11

Orchestrate mobile messages across all mobile channels

Text

Mobile wallet Mobilized email

Push Text


The Power of Mobile Data

12

Awareness Engagement Transaction Loyalty

Time Location Interaction

Mobile data

CRM data 3rd Party data


Personalized Mobile Experiences based on Preferences & Behavior

13


Passbook & Google Wallet: New Marketing Platforms

14

launched September 2012

Added loyalty and offers September 2013

REWARDS CERTIFICATES LOYALTY CARDS OFFERS & COUPONS


Benefits of Mobile Wallet

15

FOR THE CONSUMER • Convenience • Timely reminders (expiring offers) • Location triggered notifications

FOR THE MARKETER • Great way to drive foot traffic • Higher conversion vs mobile web coupon • Ability to update content and offers


Apple Pay

Mobile Wallet Marketing

Opportunity

Your brand needs to be right here next to your

customers’ credit cards


All Marketing Roads Lead to Wallet

17

SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB


SMS EMAIL POS ADS LOYALTY SOCIAL APPS DIRECT MAIL

Get content saved in the

wallet

WEB

All Marketing Roads Lead to Wallet


Email to Wallet

19

Activate emails with

mobile wallet OR


Email to Wallet

20

It’s easy to add the “Save to

Phone” option OR


Exciting results from activating emails with mobile wallet

• 10X increase in redemption from emails that had the “Save to Wallet” feature

• Expecting 7-figure sales results in 2015 from Passbook and Google Wallet


SMS to Wallet

22


SMS to Wallet

23

a very special plaid shirt responds


SMS to Wallet

24


Mobile Web to Wallet

25

Visit PepBoys.com on your phone. Click on “Coupons” to get the wallet experience.

OR


Pep Boys impressive results

WITH PASSBOOK & GOOGLE WALLET

saved to Wallet

26% in-store

redemption

30%


WalletAds™ The Future of Mobile & Social Advertising

27

MOBILE WEB

OR OR

TRY IT OUT Open this link

on your phone:

www.vibes.com/style


Get the Forrester Mobile Wallet Report www.vibes.com/MobileWalletReport


Designing and delivering compelling content to the mobile inbox


Performance

1 Usability

2 Experience

3

Why does mobile email matter?


Mobile Email: The Facts


Mobile: Smartphones (iPhone, Android) and tablets Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!)

Where is email opened?

Source: Litmus Email Analytics

48% mobile

22% desktop

30% webmail


0%

10%

20%

30%

40%

50%

60%

70%

Desktop Webmail Mobile

Source: Litmus Email Analytics

8%

48%


31% of marketers don’t know their

mobile email open rate

Source: Marketing Sherpa


No excuses!

Copy Paste Send


Mobile Email: Performance

36

https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing

MailChimp analyzed over 395 million emails during a 6-month period



37

Responsive design results in a 15% increase in unique clicks for mobile users.




38

Open Click SRLs

Control Email 5.1% 5.0% 30

Responsive Email 4.4% 11.5% 58

Difference -13.7% 130% 93.3%

Act-On: Responsive Email A/B Test

Before After https://litmus.com/blog/responsive-design-ab-testing-leads-to-a-130-increase-in-clicks


Mobile Email: Usability


Mobile Email: Usability


Mobile Email: Experience

41

Mind your CURFS A silly acronym I made up to help you remember

Context

Usefulness

Relevance

Friction

Simplicity

email receipt requested from an ATM transaction!


80% of people say they will delete an

email that doesn’t look good on their mobile device

Source: BlueHornet Study: Consumer Views of Email Marketing, 2013


30% say they will unsubscribe after

receiving an email that doesn’t look good on mobile.

Source: BlueHornet Study: Consumer Views of Email Marketing, 2013


Your action items:

Plan for success

1 Optimize the inbox

2 Bigger is better

3


Plan for Success

45

First:

Goal

Audience

Context

Then:

Format: Responsive, fluid, adaptive, scalable…?

Content: Copy, images

Don’t forget the CTA—is it optimized for mobile?

bit.ly/email-plan


Plan for Success

46

The first link in responsive emails on mobile have a 30% higher click rate than non-responsive emails.



Optimize the Inbox

From name

~25 characters

25% of the inbox

Subject line

~35 characters

25% of the inbox

Preview text

~85 characters

50% of the inbox

From name

Subject line

Preview text


Optimize the Inbox


75% of emails are displayed with

preview text in the inbox

Source: Litmus


✔

✔

✔

✘

✘

Optimize the Inbox


Bigger is better

Body copy: 16px+

Headlines: 22px+

Buttons: 44px by 44px

White space: 40px+

Tappable touch targets


EVERYONE LIKES

BIG BUTTONS


1. Plan for success

2. Optimize the inbox

3. Enlarge all the

things


Leveraging Adobe Campaign to Support Mobile Marketing

a Cross-Channel World


Responsive Design, Let’s Test!


Mobile, Complementary Channel

56


Mobile, Complementary Channel


Mobile, Email Follow-up

58


3 Tips & Tricks

CROSS CHANNEL

JOURNEY

Offline Online

TAILOR-MADE

CRM


• Context • Connection • Cadence


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Mobilizing Your Marketing Messages for Email

Marketing

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pc mobile

adobe confidential

mobile moments

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