The Value of Email, Mobile & Social in South Africa

The value of

email,mobile,socialIn South Africa

The Current SA Landscape - Online

Population: 51 700 000 Million

14 000 000 online users = 27% penetration rate

9,4 Million 5,5 Million 2,7 Million

18% 10% 5%

Source: http://themediaonline.co.za/2013/07/fourteen-million-internet-users-in-south-africa/Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continentSource: http://www.adlip.com/market-5-5-million-active-s-twitter-users-2014/Source: Bluemagnet – The state of social media in SA 2013

@Everlytic #markex201

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@Everlytic #markex201

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Online Behaviour - Email

Email Facebook News Other Social Networks

Browsers Twitter0

10

20

30

40

50

60

70

80

90

100

What is the first thing you do when going onlineWhat is the second thing

78 % of people read their emails first thing in the morning.

Source: Everlytic, Demystifying the inbox research study 2012

Behaviour -Email @Everlytic #markex201

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Source: Everlytic, Demystifying the inbox research study 2012

Behaviour -Email @Everlytic #markex201

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61 % of people constantly check their email.

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So where does email marketing fit in?

Email Marketing @Everlytic #markex201

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Source: http://www.business2community.com/email-marketing/email-marketing-dead-0903273#!UQCi8

Email Marketing @Everlytic #markex201

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Source:2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Lets Understand WHAT Email Marketing Is.

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Email marketing is:

• Reputation management tool

• Trusted and widely used• Used for lead

generation• Customer centric• Personalised

Email marketing is not:

• Spam!• Dead• For brand awareness• Company centric• Impersonal

Examples @Everlytic #markex201

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But what devices are people using now to view messages besides desktops?

Email Viewed on Tablets and Mobile

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5,98% of people are viewing their emails on tablets

52,97% of people are viewing their emails on mobile phones.

Source:Source: Demystifying the inbox: research study 2012

The SA Mobile Landscape @Everlytic #markex201

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Source:Source: Demystifying the inbox: research study 2012

Active Smartphones: 16

300 000

Active subscriptions: 68

390 000

The SA Mobile Landscape @Everlytic #markex201

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Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent

March April May June July August September October November December15,000,000

15,500,000

16,000,000

16,500,000

17,000,000

17,500,000

18,000,000

18,500,000

19,000,000

29%

30%

31%

32%

33%

34%

35%

36%

37%

Smartphone Usage @Everlytic #markex201

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Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf

Responsive Design @Everlytic #markex201

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Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf

Why @Everlytic #markex201

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Source: http://blog.cakemail.com/html-vs-plain-text/

Why @Everlytic #markex201

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If an email doesn’t look good on a mobile device,

a whopping 80% of people will delete it

without reading it

HTML Vs Plain Text @Everlytic #markex201

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HTML stands for HyperText Markup Language. It’s the way web pages and email templates are coded so that text is formatted and images are added.

Plain Text is regular text, with no formatting options such as bold, italics, underlines, or special layout options.

Source: http://blog.cakemail.com/html-vs-plain-text/

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Where social media meets email marketing…..

Social Needs Email @Everlytic #markex201

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Email From Social Are Sent To Us @Everlytic #markex201

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The World of Zando…… @Everlytic #markex201

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The World of Zando…… @Everlytic #markex201

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The Difference Between Social And Email

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Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/

It All Fits Together @Everlytic #markex201

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Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/

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Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent

Wrapping Up

Search Content (Educates)

Google

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Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent

Wrapping Up

Google Search

Content (Educates)

NewslettersAnnouncementsTransactional mail

Email Content(Engages)

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Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent

Wrapping Up

Twitter – Information portalFacebook -

NewslettersAnnouncementsTransactional mail

Search Content (Educates)

Email Content(Engages)

Google

Social Content(Entertains)

POPI @Everlytic #markex201

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What is this mailer missing?• Explicit consent

– Can send one mail to gain consent

• Footer– Complaints link– Unsubscribe link

• Company Details• Buying of database?

Some future insights @Everlytic #markex201

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Source: http://imsoup.com/11513/the-state-of-email-marketing-dos-and-donts-for-your-success/Source: http://davidboozer.com/a-blog-is-your-email-marketing-campaign-publish-hit-send/

• The use of email filters is increasing.• Younger demographics (18 to 44 years)

show less tablets and more smartphones• Video in email• Remarketing and email.• A blog is your email campaign

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Case Studies

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Drive traffic to the website

Increase sales

Encourage repeat purchases by existing clients

Email generates 10% of wantitall.co.za’s total sales.

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4The Obama Campaign

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Thank You

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