Email-Marketing-is-Changing.pdf
1
What Marketers Need to Know 89% 69% 10% 5% 9% 8% 18% 15% 18% 27% DELETE UNSUBSCRIBE LOOK AT IT ON MY COMPUTER READ IT ANYWAY DON’T KNOW CONSEQUENCES OF HAVING A POORLY FORMATTED MOBILE EMAIL EMAILS VERSUS TRIGGERED EMAILS THE RISE OF MOBILE MARKETING Is Changing Triggered Emails* Emails* June2011-Dec 2011 June 2012 - Dec 2012 EMAIL OPEN RATES EMAIL OPEN RATES Triggered emails are behavioral based. For example, if a customer leaves items in a shopping cart, the ecommerce company will send an email reminding them to finish their order. 10% Q1:2011 Q1:2013 20% 30% 40% 50% 60% HIGHER OPEN RATES *Data Courtesy : Epsilon % % % % % 12.1% 6.8% 20.6% 29% Despite this rise in mobile usage, only 2% of companies have an advanced mobile email marketing strategy. 39% 37% 16% 6% 2% NON EXISTENT BASIC MODERATE QUITE ADVANCED ADVANCED 2012 2013 How To Reduce Email Deletes And Unsubscribes TIP #1: FORMAT EMAILS FOR MOBILE Always keep in mind how your email will appear on mobile. TIP #2: WRITE EMAILS FOR MOBILE Think about the environment in which people will read your emails. KEEP THE DESIGN SIMPLE NEVER GO OVERBOARD WITH GRAPHICS GET TO THE POINT QUICKLY PLACE CTA CLOSE TO TOP OF THE MESSAGE BODY Consumers were asked what they do if they get an email on mobile that doesn’t look good. These were their responses: 10% 20% 30% 40% 50% 60% 70% 80% 0% 12.1% 6.8% 20.6% 72.6% 29% 58.9% 50% TIP #1 : EYE CATCHY SUBJECT To ensure people open your emails, make the subject: SHORT CATCHY CURIOSITY PROVOKING OPENING AN ACCOUNT PUTTING ITEM IN A SHOPPING CART VIEWING A PRODUCT COMPLETING AN ORDER TIP #2 : TRIGGERED EMAILS To ensure people open your emails, send emails that are based off their action(s) such as : 78.9% 40.7% 18.8% JUMP JUMP FALL SOURCES http://www.emarketer.com/Article/Mobile-Targeting-Drive-Up-Email-Opens/1010111 http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumerviewson-email-marketing http://www.econsultancy.com/us/blog/62486-marketers-still-need-to-work-on-mobile-email-stats Epsilon Sampling Data for Open Rates: Q1 2013 6.1 Billion Emails Q4 2012 7.3 Billion Emails Q3 2012 6.4 Billion Emails Q2 2012 7.3 Billion Emails Q1 2012 7.1 Billion Emails Q4 2011 8.5 Billion Emails Epsilon Sampling Data for Triggered Emails: Q1 2013 360 Million Emails Q4 2012 360 Million Emails Q3 2012 166 Million Emails Q2 2012 193 Million Emails Q1 2012 165 Million Emails (Open Rates) (Open Rates) Email marketing has been used for years to keep in contact and maintain relationships with customers. Lately, with the increasing use of smartphones, we’ve seen the effectiveness continue to rise.
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Transcript of Email-Marketing-is-Changing.pdf
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What Marketers Need to Know
89%69% 10% 5%9% 8%18% 15%18% 27%
DELETE UNSUBSCRIBELOOK AT IT
ON MY COMPUTERREAD IT ANYWAY DONT KNOW
CONSEQUENCES OF HAVING A POORLY FORMATTED MOBILE EMAIL
EMAILS VERSUS TRIGGERED EMAILS
THE RISE OF MOBILE
MARKETINGIs Changing
Triggered Emails* Emails*
June2011-Dec 2011 June 2012 - Dec 2012
EMAIL OPEN RATES
EMAIL OPEN RATES
Triggered emails are behavioral based. For example, if a customer leaves items in a shopping cart, the ecommerce company will send an email reminding them to finish their order.
10%
Q1:2011 Q1:2013
20%
30%
40%
50%
60%
HIGHER OPEN RATES
*Data Courtesy : Epsilon
72.6%
58.9%
10%
20%
30%
40%
50%
60%
70%
80%
0%
12.1%
6.8%
20.6%
72.6%
29%
58.9%
Despite this risein mobile usage,
only 2% of companies have
an advanced mobile email
marketing strategy.
39% 37% 16% 6% 2%NON EXISTENT BASIC MODERATE QUITE ADVANCED ADVANCED
2012 2013
How To Reduce Email Deletes And Unsubscribes
TIP #1: FORMAT EMAILS FOR MOBILE
Always keep in mind how your email
will appear on mobile.
TIP #2: WRITE EMAILS FOR MOBILE
Think about the environment in which
people will read your emails.
KEEP THE DESIGN SIMPLE
NEVER GO OVERBOARD WITH GRAPHICS
GET TO THE POINT QUICKLY
PLACE CTA CLOSE TO TOP OFTHE MESSAGE BODY
Consumers were asked what they do if they get an email on mobile that doesnt look good. These were their responses:
10%
20%
30%
40%
50%
60%
70%
80%
0%
12.1%
6.8%
20.6%
72.6%
29%
58.9%
50%
TIP #1 : EYE CATCHY SUBJECT
To ensure people open your emails,
make the subject:
SHORT
CATCHY
CURIOSITY PROVOKING
OPENING AN ACCOUNT
PUTTING ITEM IN A SHOPPING CART
VIEWING A PRODUCT
COMPLETING AN ORDER
TIP #2 : TRIGGERED EMAILS
To ensure people open your emails,
send emails that are based off their
action(s) such as :
78.9% 40.7% 18.8%JUMP JUMP FALL
SOURCEShttp://www.emarketer.com/Article/Mobile-Targeting-Drive-Up-Email-Opens/1010111
http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumerviewson-email-marketing
http://www.econsultancy.com/us/blog/62486-marketers-still-need-to-work-on-mobile-email-stats
Epsilon Sampling Data for Open Rates:
Q1 2013 6.1 Billion Emails
Q4 2012 7.3 Billion Emails
Q3 2012 6.4 Billion Emails
Q2 2012 7.3 Billion Emails
Q1 2012 7.1 Billion Emails
Q4 2011 8.5 Billion Emails
Epsilon Sampling Data for Triggered Emails:
Q1 2013 360 Million Emails
Q4 2012 360 Million Emails
Q3 2012 166 Million Emails
Q2 2012 193 Million Emails
Q1 2012 165 Million Emails
(Open Rates)
(Open Rates)
Email marketing
has been used for years to keep in
contact and maintain relationships with
customers. Lately, with the increasing
use of smartphones, weve seen the
effectiveness continue to rise.
