Using Email In A Social & Mobile World
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The document discusses strategies for using email marketing effectively in a mobile and social world. It provides tips for designing emails for mobile, using device information in campaigns, and considering when and how recipients will engage via mobile. It also recommends driving social interactions through email and using social media to draw people into email campaigns. The document emphasizes that mobile is driving more revenue so marketers need to adapt how they market and leverage the relationships people have on social media.
Using Email In A Social & Mobile World
- 1. Using email marketing in a mobile and social world And what you can do today to make the most of it
- 2. The Pure360 cause We specialise in helping organisations get the best results from their email marketing. We work with brands like The FT, Virgin, Innocent Drinks and over 1000 other organisations. You won’t find a team more passionate about improving results together. Our customers stay with us through choice not contract, they tell their friends about us but never their competitors!
- 3. The momentum is building The number of smartphones sold now exceeds the number of PC’s
- 4. Incredible stats 25% of consumers research online before buying offline
- 5. Incredible stats II 89% of mobile purchases are on iPads!
- 6. 1# Design for mobile Consider: • Pixel width • Size of buttons • Size of images • Fewer call to
- 7. Some live examples Basic Better Best
- 8. Loads of new data 2012 Name Plus: Age Device Gender Social Connectedness Address When they shop ABC? How they like to shop & stuff How to use these new attributes
- 11. That’s all very basic stuff... http://bit.ly/hunchinfo
- 12. The sweet spot Great Android customers users
- 13. When and where - MATTERS More in depth content to keep you entertained Quick easily digestible content
- 14. More advanced techniques • https://bitly.com/design4mobile
- 15. Mobile email • Mobile is driving more and more revenue – we as marketers need to start marketing differently to take advantage of this trend • Track what device people are using – the send them content optimised for their device but also what you can infer from their device • Design for mobile – loads of resources available • Consider what “mode” they will be in when they get your email, wanting a full story or just a snapshot?
- 17. Getting digital isn’t hard
- 18. Social and email together Driving social interactions through email Driving email interactions through social Somail
- 19. People try and do too much
- 20. Don’t just add a social icon
- 21. Textbook example
- 22. Simple LinkedIn example The principle is the same, stand out by sending something different and relevant.
- 23. Social and email together Driving social interactions through email Driving email interactions through social Somail
- 24. Driving email interactions via social Don’t ask with no value Give them a reason
- 25. Leverage those social relationships
- 26. Social and email together Driving social interactions through email Driving email interactions through social Somail
- 27. The mashup There are some general rules we can follow: Twitter: • Keep it short Facebook: • Make it sharable LinkedIn • Relevancy is king
- 28. What to do with all that data? Personalised campaigns using what you know: Instead of “share this” Try “click to share with your 540 friends” Campaigns based on:
- 29. So what did we cover Mobile Design for it Use device information Consider the time – it’s really important SMS – use it digitally Social Focus on driving social interactions Use social to draw people into email Email and Social work really really well!
- 30. Thanks for listening For more follow me on twitter or for specifics drop me an email @marcmunier marc.munier@pure360.com Or come to our stand E8110 – look out for the smiley people :)
Editor's Notes
- #7: Consider the size of buttons the image resolution what pixel width
- #10: Biggest impact is how they read your email – enormous shift to mobile and tablet devices. Recent seatwave campaign – we regularly see 50% plus for smartphones
- #11: You may not know much about the email address but if you know which device they opened their email on you can do some very specific.
- #12: Android 71% more likely to have never left the country 12% more likely to have petsIphone67% more likely to have a household income in excess of $200k27% more likely to live in a city
- #13: You can now run a fully android optimised campaign to this segment giving them a great offer to become customers.
- #15: PROGRESSIVE DISCLOSURE
- #17: Some interruptions you should pay attention to.SMSIT takes an average of 27 hours for some one to report a wallet missing – a phone only 68 minutes! It takes 90 minutes for the average person to respond to an email, but only 90 seconds for them to respond to an SMS
- #18: IT takes an average of 27 hours for some one to report a wallet missing – a phone only 68 minutes! It takes 90 minutes for the average person to respond to an email, but only 90 seconds for them to respond to an SMS
- #19: We love social – it works !
- #25: Everyone should be promoting email subscription via their social channels.
- #26: Massive benefits…No need to fill out form – will be pre-populated with basic informaionShows friends who have done the sameCan ask for more informationGet DOB, # of friends as standard.
- #28: What can we leanr from social interactions that we can use in email marketing