2011 The future of email
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The document discusses trends in email marketing, focusing on deliverability, social media, and mobile. It notes that email volume has increased 44% from 2010 to 2011. It recommends improving deliverability through better engagement, database quality, content, and campaign frequency. It also discusses the growth of social networks and mobile usage, and how email marketers need to adapt campaigns for these new channels through optimized content and integration with CRM systems. The future of email may include more dynamic content like video and live updates integrated directly into messages.
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2011 The future of email
- 1. The future of e-mailing: Focus on Deliverability, Social and Mobile Trends Bruno FLORENCE Consultant Florence Consultant
- 2. Consulting Company email & cross-Channel marketing Expertise Training Research Multi- Email channel ‘How to Academy CRM select your email provider’ Email report Enterprise Marketing 2 B Florence
- 3. Some References Choix d’outils Bilan/Audit E-mailing CRM Multicanal Délivrabilité 3 B Florence
- 4. More Information www.pignonsurmail.com www.florenceconsultant.com 4 B Florence
- 5. Agenda Deliverability Social Networks Mobile Future 5 B Florence
- 6. Email Routing Figures / France 2010
- 7. Volume: + 44 % Email sent in France (2010 – Billions) 100 98 billions 90 80 + 44% 70 68 60 emails 57 sent 50 (billion) 40 30 20 22 12 10 4 - 2005 2006 2007 2008 2009 2010
- 8. Increase in email pressure No. of emails per consumer per day Number of emails/day 7,02 8.00 7.00 5,30 6.00 4.84 5.00 4.00 3.00 1.97 2.00 1.23 0.44 1.00 - 2005 2006 2007 2008 2009 2010
- 9. SPAM Categories for an ISP or Webmail Spam Litigious Emails 9 B Florence
- 10. 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 10 B Florence
- 11. Examples 5 pts Opened & Clicked 2 pts Opened Opened & 7 pts Answered Stored in the 1 pt folder Propensity Score ChateauOnline : 15 11 B Florence
- 12. Examples 2 pts Opened -3 pts Deleted Deleted -3 pts Deleted -3 pts Propensity Score ChateauOnline : -7 pts 12 B Florence
- 13. How to Improve Deliverability? • Improve consumers engagement • Improve the following techniques 25 % Routing technical architecture 40 % Database quality 10 % Email content 25 % Campaigns frequency B Florence 13
- 14. New KPIs To Measure Engagement • Measure how long the email has been opened Proposed by Litmus EmailAddress a.demoulin@dolist.net Engagement MailClient Forwarded Outlook MailClientDetail agnessol@netetcom.com 2s Outlook Outlook 2010 alain.assouline@advensoft.com 17 s Outlook Outlook 2007 alex.gonzva@dormane.fr 10 s Thunderbird Thunderbird 3 • Measure how the email is read Device (mobile, tablets, etc.) Reading software (Webmail, Outlook…) • Measure engagement on Social Networks Sharing Influencing Visiting social networks 14 B Florence
- 15. Plan Deliverability Social Networks Mobile Future 15 B Florence
- 16. B Florence
- 17. 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 17 B Florence
- 18. Social Network Most Used Younger Community 18 B Florence
- 19. Usage Per Channel Users distribution across channels 6% Email: 100% of responders Newsletter: 90% of responders Social Networks: 62% of responders 56% 4% Email + newsletter + SN 56% of responders can be contacted via ALL channels Email + newsletter 34% of responders can be contacted by email + newsletter but not SN Email + SN 6% of responders can be contacted by email +SM but not by newsletter 34% Email 4% of responders can be contacted ONLY via email 19 B Florence
- 20. Distribution Per Channel and Age • 50+: Newsletters • 20-39: All communication channels • 14-19: Reduced engagement with Newsletters B Florence 20
- 21. SNCD Research Methodology o On Line questionnaire / France o 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
- 24. What do They Expect?
- 25. Fan Pages: some statistics 25 B Florence
- 26. Social Users Segmentation 12 % To reconcile with CRM 26% Minutes par jour 26
- 27. Reconciliation Between CRM and Social Networks • Promote Social Networks • Share Data Sharing Influencing • Forms in FB Gathering fans addresses • Personalized pages Personalized Dialogue • Applications • Facebook Connect B Florence
- 28. 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 profiles Brand awareness Gifts, events invitations, etc Match with marketing segmentation Ability to test & learn 28 B Florence
- 29. Example Of segmentation Inactifs Décrocheurs Partageurs Influenceurs Indécis Inactifs Facebook Contributeurs Etoiles montantes Superstar 0% 20% 40% 60% 80% 100% 29 B Florence
- 30. Segmentation by Usage 17 % 73 % 61 % 13 % 51 % 5% Minutes par jour 30
- 31. Plan Deliverability Social Networks Mobile Future 31 B Florence
- 32. > Behaviour and Usages 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 35% of web users have an internet package 2010) (ipsos Source : Mediametrie
- 33. > Emails Emails are read more and more on Mobile devices Q. Par quel moyen consultez vous vos boites mail? Personnel professionnel répondants Base = 1307 99% 97% 29% 17% 4% 3% 1% 1% 1% 1% Ordinateur Téléphone mobile Tablette numérique TV connectée Console de jeux
- 34. 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 mobile Create specific content for mobile Adapt email content Create strategies dedicated to mobile users B Florence
- 35. Monitoring Mobile Success • 3 dimensions Context of opening Click on specific links Buying on the website from a mobile • Open & click Opening emails on mobile is trackable Operating System Device type Software used to read the email 35 B Florence
- 36. UI Example 36 B Florence
- 37. 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% tracked Opening numbers are minimum 37 B Florence
- 38. Different Renderings Samsung Galaxy S 2 (480 *800 pixels) IPhone 38 B Florence
- 39. 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) 39 B Florence
- 40. 40 B Florence
- 41. Tools to qualify Opens on Mobile • Your ESP? • Litmus: litmus.com • Ad4screen • Returnpath • Florence Consultant • … 41 B Florence
- 42. 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 42 B Florence
- 43. How it Works 43 B Florence
- 44. Florence consultant (Reachtag) • Mobile Analysis 500,000 Measure and qualify the mobible ‘market share’ 450,000 400,000 Example on a 2M customers database 350,000 300,000 Identifiants 250,000 cumulés 200,000 150,000 nouveaux 100,000 ouvreurs sur 50,000 mobile 0 44 B Florence
- 45. 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 45 B Florence
- 46. Optimizing emails for Mobile • Interesting only if: % of mobile users is >10% You have mobile applications The revenue from purchase via mobile is significant 46 B Florence
- 47. Advices • Mistakes to Avoid Create a version for every kind of mobile • Good Practices Ask customers if they’re mobile users Forget to adapt visualisation on PC Increase the part of the text Create a mobile landing page 47 B Florence
- 48. 48 B Florence
- 49. Managing Mobile: Add the phone number • Phone numbers are active • Ability to automatically update agenda and contacts 49 B Florence
- 50. Plan Deliverability Social Networks Mobile Future 50 B Florence
- 51. 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 51 B Florence
- 52. 52 B Florence
- 53. Latest Innovations • Dynamic Emails Hotmail Active Views • Dynamic Images within Email Financial data live Latest Tweet Countdowns • Video in email • Geo-location On Gmail with Movable Link 53 B Florence
- 54. Hotmail 54 B Florence
- 55. Message 55 B Florence
- 56. Example for Twitter 56 B Florence
- 57. 57 B Florence
- 58. 58 B Florence
- 59. Thank you Florence Consultant – 06 60 56 10 44 Bruno FLORENCE - Director Email : bflorence@florenceconsultant.com B Florence
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