The future of e-mailing:Focus on Deliverability, Social and

Mobile

Trends

Bruno FLORENCE

Consultant Florence Consultant

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Consulting Company email & cross-Channel marketing

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Expertise

Multi-channel CRM

Email Marketing

Training

Email Academy

Enterprise

Research

‘How to select your

email provider’

report

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Some ReferencesDiagnostic Choix d’outils Bilan/Audit E-mailing CRM Multicanal Délivrabilité

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More Information

www.pignonsurmail.com www.florenceconsultant.com

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Agenda

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Deliverability

Social Networks

Mobile

Future

Email Routing Figures / France 2010

Volume: + 44 %

20052006

20072008

20092010

-

10

20

30

40

50

60

70

80

90

100

4 12

22

57

68

98 billions

Email sent in France (2010 – Billions)

emails sent

(billion)

+ 44%

Increase in email pressure

Number of emails/day

2005 2006 2007 2008 2009 2010 -

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

0.44 1.23

1.97

4.84 5,30

7,02

No. of emails per consumer per day

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SPAM Categories for an ISP or Webmail

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Spam

Litigious

Emails

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Trends

• ISPs/Webmails know how to filter the ‘black’ spam• Users want tools to sort and manage

Commercial emails

Personal emails

Spam

• ISPs/Webmails have implemented Automatic tools for sorting emails

Filters based on individual behaviours

Emails categorization

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Examples

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Opened & Clicked

Opened

Opened & Answered

Stored in the folder

5 pts

2 pts

7 pts

1 pt

Propensity Score ChateauOnline : 15

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Examples

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Opened

Deleted

Deleted

Deleted

2 pts

-3 pts

-3 pts

-3 pts

Propensity Score ChateauOnline : -7 pts

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Deliverability + dabase size

Quality of Marketing

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How to Improve Deliverability?

• Improve consumers engagement• Improve the following techniques

Routing technical architecture

Database quality

Email content

Campaigns frequency

25 %

40 %

10 %

25 %

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New KPIs To Measure Engagement

• Measure how long the email has been opened

Proposed by Litmus

• Measure how the email is read

Device (mobile, tablets, etc.)

Reading software (Webmail, Outlook…)• Measure engagement on Social Networks

Sharing

Influencing

Visiting social networks14

EmailAddress Engagement MailClient MailClientDetaila.demoulin@dolist.net Forwarded Outlookagnessol@netetcom.com 2 s Outlook Outlook 2010alain.assouline@advensoft.com 17 s Outlook Outlook 2007alex.gonzva@dormane.fr 10 s Thunderbird Thunderbird 3

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Plan

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Deliverability

Social Networks

Mobile

Future

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eCircle Research: Interactive Dialogue with Facebook, Twitter, email & Co

• Research Methodology:Method: on-line panel / France

When: September 2010

Population: Adults 14-69 years

No. of valid answers: 1,225

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Social Network Most Used

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Younger Community

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Usage Per Channel

Users distribution across channelsEmail: 100% of responders

Newsletter: 90% of responders

Social Networks: 62% of responders

Email + newsletter + SN56% of responders can be contacted via ALL channels

Email + newsletter34% of responders can be contacted by email + newsletter but not SN

Email + SN6% of responders can be contacted by email +SM but not by newsletter

Email4% of responders can be contacted ONLY via email

6%

56%

34%

4%

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Distribution Per Channel and Age

• 50+: Newsletters• 20-39: All communication channels• 14-19: Reduced engagement with Newsletters

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o On Line questionnaire / Franceo From June 23, to July 9 2011 o No. of valid answers: 2,264 o Representative for Age, Sex and Occupation o Representative of Social Networks users

SNCD ResearchMethodology

Sharing Information

Loyalty in Danger

What do They Expect?

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Fan Pages: some statistics

25

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Social Users Segmentation

Minutes par jour

12 %

26%

To reconcile with CRM

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Reconciliation Between CRM and Social Networks

• Promote Social Networks• Share Data

Sharing

Influencing

• Forms in FBGathering fans addresses

• Personalized pagesPersonalized Dialogue

• Applications• Facebook Connect

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CRM & Social Networks Integration Provides• Profiles

People who share

People who influence

Members of the Fan Page

Users of FB Applications

• Relationships Strategies for these profilesBrand awareness

Gifts, events invitations, etc

Match with marketing segmentation

Ability to test & learn

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Example Of segmentation

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Superstar

Etoiles montantes

Indécis

Décrocheurs

Inactifs

0% 20% 40% 60% 80% 100%

PartageursInfluenceursInactifs FacebookContributeurs

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Segmentation by Usage

Minutes par jour

51 %

61 %

73 %

5 %

13 %

17 %

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Plan

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Deliverability

Social Networks

Mobile

Future

> Behaviour and Usages

Source : Mediametrie

35% of web users have an internet package

There is a high potential for Mobile Internet.

Q. Do you have subscribed to an Internet pack for you mobile?

9 % of web users only use mobile (ipsos 2010)

> Emails

Ordinateur Téléphone mobile Tablette numérique TV connectée Console de jeux un logiciel de messagerie de type Outlook...)

votre webmail de type hotmail, orange…

99%

29%

4% 1% 1%

33%

67%

97%

17%

3% 1% 1%

49% 51%

Personnel professionnelBase = 1307 répondants

Q. Par quel moyen consultez vous vos boites mail?

Emails are read more and more on Mobile devices

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How to Define your Mobile Strategy?

• 2 steps:Measure the strategic potential

% of your recipient reading emails on mobile

Revenue generated from mobile devices

Do you already have mobile applications in your company?

Adapt your communication for mobileCreate specific content for mobile

Adapt email content

Create strategies dedicated to mobile users

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Monitoring Mobile Success

• 3 dimensionsContext of opening

Click on specific links

Buying on the website from a mobile• Open & click

Opening emails on mobile is trackableOperating System

Device type

Software used to read the email

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UI Example

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Reading Emails on Mobile

• Visuals rendering are different depending on devices

iPhone: almost always opened

Android: images frequently blocked

BlackBerry : almost never opened

Others (Symbian…) : almost never detected

• Emails opening not 100% trackedOpening numbers are minimum

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Different Renderings

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Samsung Galaxy S 2 (480 *800 pixels) IPhone

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The Fastest and Cheapest Solution

• Propose a link to a mobile version of your newsletter

Measuring the clicks helps you to estimate your percentage of mobile readers (between 0.5 et 7 % per campaign)

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Tools to qualify Opens on Mobile

• Your ESP?• Litmus: litmus.com• Ad4screen • Returnpath • Florence Consultant • …

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Ad4screen

• Provider of Mobile Marketing • Sells a dedicated tag to add to your newsletters

Ad4Tag®• Measure ‘Opens’• The banner, within the emailUne bannière au

sein de l'email qui peut se personnaliser en fonction du contexte d'ouverture

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How it Works

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Florence consultant (Reachtag)

• Mobile AnalysisMeasure and qualify the mobible ‘market share’

Example on a 2M customers database

44m

ai-10

juin-

10

juil-1

0

août

-10

sept

-10

oct-1

0

nov-

10

déc-

10

janv-

11

févr

-11

mar

s-11

avr-1

10

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

Identifiants cumulés

nouveaux ouvreurs sur mobile

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5 types of Email to Optimize for Mobile

• Emails related to mobile applications• Service emails for helping business in Stores• Alerts emails• Emails with coupons and promotions• Emails following up a purchase via mobile

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Optimizing emails for Mobile

• Interesting only if:% of mobile users is >10%

You have mobile applications

The revenue from purchase via mobile is significant

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Advices

• Mistakes to AvoidCreate a version for every kind of mobile

• Good PracticesAsk customers if they’re mobile users

Forget to adapt visualisation on PC

Increase the part of the text

Create a mobile landing page

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Managing Mobile: Add the phone number• Phone numbers are active

• Ability to automatically update agenda and contacts

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Plan

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Deliverability

Social Networks

Mobile

Future

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Technical Openess for Webmails

• Hotmail (364m users), Yahoo (380m users) and Gmail (200m users) are now in competition with Facebook (600m users) that offers

Video

Flash

• An evolution that has already started for Hotmail, Yahoo and Gmail

Video Integration

Dynamic content now authorized

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Latest Innovations

• Dynamic EmailsHotmail Active Views

• Dynamic Images within EmailFinancial data live

Latest Tweet

Countdowns

• Video in email• Geo-location

On Gmail with Movable Link

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Hotmail

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Message

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Example for Twitter

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Thank you

Florence Consultant – 06 60 56 10 44

Bruno FLORENCE - Director

Email : bflorence@florenceconsultant.com