ADAPTING EMAIL MARKETING FOR THE POST-PC WORLD
Josh Boaz: Managing Director, Direct AgentsDan Quintero: Co-Founder, AdStack
Agenda
Experience
Defining Terms
Current State of the Post-PC World
Why Mobile?
Why Mobile Email?
Challenges and Opportunities of Mobile Email
Case Studies
Questions
About Direct Agents
Founded in 2003
Named to the 2012 Crain’s Fast 50 List of privately held companies in New York
Listed as a top Direct Marketing Agency in Direct Marketing News’ 2012 Agency Business Report
Accountable media buys- Expertise managing large scale campaigns tied to performance
Developed relationships with top tier email and mobile publishers
Our Full Service Agency Approach
About AdStack
Real-Time email optimization – always show the most engaging content
A/B/n test email campaigns as they run – eliminate the need for split sends
Segment users with proprietary and third part data on-open
Viewing experience optimized per device – Android, iPhone, Tablet, Desktop
Built in performance and analytics dashboards
Actual performance increases:+50% Increase in CTR vs. Single Content+28% Increase in CTR vs. Traditional A/B/n Testing
+53% Revenue
Defining Terms
Email Marketing
Acquisition email vs CRM email
What is the Post-PC World?
By 2013, mobile devices will overtake PCs as the most common web access device worldwide (Gartner, 2010)
What is Mobile?
Smartphones
Tablets
Current State of the Post-PC World
Smartphone and media tablet sales are increasing dramatically
• 660 million smartphones and 106 million media tablets forecasted to be shipped globally in 2012, up 33% and 53% from 2011 respectively
44% of all Americans age 12 and over own a smartphone, representing half of all cell phone owners (Edison Research, 2012)
Current State of the Post-PC World
Approximately 70% of smartphone users purchase from their smartphones every month, 30% of purchasers spend $20 or more
Current State of the Post-PC World
Approximately 80% of tablet users purchase from their tablets every month, 46% of purchasers spend $20 or more
Current State of the Post-PC World
Android is the dominant mobile operating system among smartphone users, iOS is a close second
Recent buyers are mainly split between Android and iOS with Android slightly ahead
Why Mobile?
Reach your target customers with the right message at the right time, no matter where they are.
According to ComScore there are over 100 million smartphone users in the US
Forecast from eMarketer predicts the number of US tablet owners to more than double from 33.7 million to nearly 70 million in 2012
Why Mobile?
Advanced ad targeting including by geo-targeting, operating system, device, time of day, content or keywords, demographics and more
Sophisticated campaign tracking and analytics tools available
Why Mobile Email?
669.5 million people used mobile email in 2011 and the number is expected to grow to 2.4 billion by 2016 (Portio Research, 2012)
According to a study by ReturnPath, email opens on mobile devices (smart phones and tablets) grew 82.4% in the past year and is currently on track to surpass both webmail and desktop email views by as early as this summer
Of the 27.39% of emails opened using a mobile device, 20.63% of emails were opened on a smartphone, with 6.76% being opened on a tablet (Knotice, 2012)
Source: Litmus, 2012
Why Mobile Email?
43% of mobile email users check email four or more times per day compared to 29% of those who do not use mobile email (Merkle “View From the Digital Inbox 2011″)
Over half (56 percent) of U.S. consumers said that they’ve made at least one purchase using their smartphone as the result of a marketing message they received in a mobile email (ExactTarget, 2011)
If all US Mobile Internet time were condensed into one hour, how much time would be spent in the most
heavily used sectors?
Challenges & Opportunities that Advertisers Face with Mobile Email
Timing of emails- When is the best time to send an email?
Design quandary- Should you design your creative for the mobile opener or for the desktop user?
New opportunities- How to take advantage of mobile devices to drive different user behavior from email marketing.
Timing of Emails
Previous thinking: Time emails so they arrive and are at the top of the inbox for subscribers when they arrive at work
Challenge: Users are now checking their emails as soon as they wake up, while at work, on their commute home, or while lounging on their couch in front of the TV
Influence of Smartphone and Tablet Devices on Time of Day
Influence of Smartphone and Tablet Devices on Day of Week
Solution for Email Timing
Define your target audience
Analyze your opens, clicks and conversions rates
Optimize your send times
Optimize your content on-open
Daypart Your Emails in Real-Time
AdStack Fingerprinting Technology – email content optimization
Load promotion/offer/content to be served based on time of day
Indicate time slots for email content
Time-sensitive email content served on-open with dynamic conversion flow
Recipient Opens Email
PublisherSends One
MobileDecisionEngine
Design Quandary
Challenge: Should you design your creative for the mobile opener or for the desktop user?
63% of Americans would either close or delete an email
not optimized for mobile (Knotice, 2012)
Out of all mobile openers, only 2.39% of individuals opened the email on both a desktop and mobile device (Knotice, 2012)
Case Study – 3rd largest daily deal site
Experiential and visualization heavy email templates
30%+ opening on mobile device
75% lower CTR and 80% lower conversion rate
Mobile CreativeMobile Creative
Desktop CreativeDesktop Creative
Solution: Real-Time Device Targeting & Optimization
Recipient Opens Email
PublisherSends Email
Desktop Landing PageDesktop Landing Page
Mobile Landing PageMobile Landing Page
• Send one email campaign that automatically displays device-specific content (mobile vs. desktop vs. tablet, Android vs. iPhone)
• Automatically test and optimize multiple creatives and landing pages per device ClickClick
ClickClickWhen recipient opens email, mobile decision engine detects the device and displays the appropriate creative
MobileDecisionEngine
Results – Device specific content and conversion flow for tablet, smart phone, and desktop
300% increase in mobile device CTR (21% overall)
70% increase in mobile device CVR (180% overall)
238% increase in revenue per email
New Opportunities
Now: Drive smartphone users to call
Incorporate a click to call option driving mobile email openers to call your business or call center upon receiving your email
Now: Drive users to their mobile device
Encourage desktop users to input their mobile number so their phone will get a calendar reminder SMS message
Add a link into emails received by somebody on their mobile device that will automatically add to their phone a calendar reminder
Previously: Email has been utilized to create awareness, encourage a sign-up or sale
Case Study –
Merchant discovery / geo-fencing shopping mobile application
Drive app download through targeted email CPM sends
Maximize efficiency of sensitive budget towards application download
Solution - Drive Desktop Email Users to Mobile App Installs
Direct desktop email recipients to a landing page that encourages an app install using the InstallToMobile website widget.
InstallToMobileDevice
Detection
1 2 3 4User clicks Install To Mobile
User enters mobile phone number
User receives a TXT with device-specific link to app
User is redirected to correct app store
User enters mobile number
Facebook info is pre-filled
Results –
Device specific content and conversion flow for desktop and mobile
Converted 13% of desktop opens to mobile device download without additional remarketing efforts
Reduced cost-per-download by over 3x with desktop-to-mobile installs
Creative Design & Optimization for Mobile
Keep in mind mobile users are on the go, they have shorter attention spans
Mobile users are looking at your email on a smaller screen
Utilize a clear visual and clear call to action
PC Version Mobile Version
Mobile Creative Examples
PC Version Mobile Version
Key Learnings
Mobile is a rapidly growing medium- it is too important to neglect
Take into account open, clicks and conversion rates when determining the best time or day to send out an email campaign
Utilize real-time device targeting and optimization in order to boost email effectiveness and conversions
Take advantage of unique mobile features and incorporate these into your email campaign
Keep mobile email designs simple and to the point
Thank you for your time.
Questions?
Josh Boaz
Managing Director
Direct Agents
Dan Quintero
Co-Founder
AdStack
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