The Mobile Inbox and the Future of Email Marketing (webinar slides)

Latest Data from Movable Ink and WhatCounts

THE MOBILE INBOX AND THE FUTURE OF EMAIL MARKETING

TWEET!

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• Follow us on Twitter: • @WhatCounts • @timbrechlin • @MovableInk • @jcohen808

Today’s hashtag: #MobileInbox

TODAY’S SPEAKERS

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TIM BRECHLIN Inbound Marketing Manager, WhatCounts Email: [email protected] Twitter: @timbrechlin

JORDAN COHEN Vice President of Industry Relations, Movable Ink Email: [email protected] Twitter: @jcohen808

AGENDA

• The latest industry research – Sources: Movable Ink US Consumer Device Preference Report Q1 2014, other

industry resources

• WhatCounts & Movable Ink strategic recommendations

• Your questions answered

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… WHAT HAPPENED?

Mobile moved our cheese… fast.

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… WHAT HAPPENED?

More email is opened on iPhones than all desktops combined.

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DEVICE PREFERENCES

This is how the map has changed just over the past year. Q2 2013

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DEVICE PREFERENCES

This is how the map has changed just over the past year. Q3 2013

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DEVICE PREFERENCES

This is how the map has changed just over the past year. Q4 2013

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DEVICE PREFERENCES

This is how the map has changed just over the past year. Q1 2014

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DESKTOP CONTINUES TO DECLINE

Desktop email opens continue to decline.

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NORMALIZATION?

Smartphone opens seem to be leveling out.

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BUT…

Tablets are showing the strongest growth.

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SO WHY ARE YOU DESIGNING FOR DESKTOP FIRST?

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THE NUMBERS

Percent of email-driven revenue captured by device.

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THE FUNNEL

11% of purchasers open on a smartphone first, then convert on a different device.

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MOBILE OPENERS SPEND MORE

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IOS VS. ANDROID

And iOS users spend more than Android users.

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IOS VS. ANDROID

And iOS opens trounce Android opens.

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BREAKDOWN

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MORE BREAKDOWN

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TIME OF USE

Here’s how device usage trends over a typical day.

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USAGE TRENDS CONTINUED

Here’s how device usage trends over a typical day.

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MORE USAGE

Here’s how device usage trends over a typical day.

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CONVERGENCE

Tablets Replacing Desktop as Household PC of Record

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TABLET EMERGENCE

“Desktop companies” seem to think so.

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TABLET EMERGENCE

“Desktop companies” seem to think so.

“It’s the tablet that can replace your laptop. It is the most powerful, thinnest, and lightest Surface

Pro yet. It is a full PC and a brilliant tablet.”

- Panos Panay, corporate vice president, Microsoft Surface

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CLOSING THOUGHTS ABOUT RESEARCH

• Smartphone email opens might have reached their peak at ~50%

• Tablets will continue to eat away at desktop market share.

• The “tap-through rate” is the new click-through rate.

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STRATEGIES FOR SUCCESS

New Tactics and Ideas from WhatCounts and Movable Ink

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RESPONSIVENESS

LinkedIn uses responsive design.

Desktop Version

Responsive Version

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BUT…

But they don’t make it easy to congratulate my friend!

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RESPONSIVENESS

eBay makes everything easy by deep linking into its mobile app.

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YOU NEED TO BE FLEXIBLE

WhatCounts uses device targeting to display the best version on any device.

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AS MUCH FUNCTIONALITY AS POSSIBLE

The Knot gives you a click-to-call option.

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EMAIL IS THE #1 REVENUE GENERATOR

Trying to drive in-store sales?

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EMAIL IS THE #1 REVENUE GENERATOR

Express makes scanning at the counter easy.

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CROSS-CHANNEL INTEGRATION

Comedy Central uses device-specific call outs and deep linking.

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TWEET IT!

Comedy Central deep links to promote social sharing.

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PROVEN RESULTS

And it works!

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TAKEAWAYS

• Mobile isn’t just arriving – it’s taking over.

• Don’t design for desktop first.

• Integrate as much as you can – email, social, apps, etc.

• Don’t be afraid to just get weird with it.

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QUESTIONS?

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WE LOVE EMAIL INNOVATION TOUR – SAN FRANCISCO

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We love email and we’re coming to San Francisco to tell you why! Speakers include: Allen Nance, Founder & CEO, WhatCounts Featured Partners: Return Path (Email Inbox Intelligence) Movable Ink (Agile Email Marketing) LiveIntent (Email Advertising) Where: W Hotel, San Francisco When: June 26, 2 – 6 p.m. (Pacific) Cost: FREE RSVP: www.whatcounts.com/innovationtour

REACH OUT TO US

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636 Avenue of the Americas Fifth Floor New York City, NY 10011 1-800-270-6033 www.movableink.com [email protected]

REACH OUT TO US

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WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts [email protected]

THANK YOU FOR ATTENDING!