2011 The future of email
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The future of e-mailing: Focus on Deliverability, Social and Mobile Trends Bruno FLORENCE Consultant Florence Consultant
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Transcript of 2011 The future of email
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 [email protected] Forwarded [email protected] 2 s Outlook Outlook [email protected] 17 s Outlook Outlook [email protected] 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
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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 : [email protected]
