Sponsored by: Organised by:
Successful Email Marketing: The latest strategies and tactics from leading brands
Philip Storey - eCircle
Sponsored by: Organised by:
Running the Digital Relay 2012
Morgan Goford - Experian CheetahMail
Sponsored by: Organised by:
2012 Strategies: Using customer intelligence to make communications that count
Samual Ricard - Lyris
KITBAG.COM
Case study: iPhone optimisation
Lyris Ltd – Confidential 4
5 Lyris Ltd – Confidential
Kitbag.com
• Kitbag.com is Europe's leading online sports retailer
• Lyris customer for 9 years – Currently using Lyris HQ
• Exclusive rights to operate the official online stores of Manchester United, Chelsea, Real Madrid, Barcelona, Everton and Celtic
• Online and offline direct mailings / catalogues, call centre operations, and pick pack parcel distribution and warehousing
Why are mobile devices important to email marketers?
6 Lyris Ltd – Confidential –
• Morgan Stanley predicted that the population of mobile users will exceed desktop internet users within five years.
• Mobile e-commerce is ramping up faster than online e-commerce, now making up 4% of total retail sales
• Research by Nielsen shows that Email accounts for 42 percent of mobile internet time (compared to just 10.5 percent using social media, for example).
What are the main issues?
7 Lyris Ltd – Confidential –
What does your email look like on a small screen?
Is it hard to click on links?
Do your subscribers have to zoom in to read the content?
If you have optimised the email for a mobile device, what does it look like on a large screen?
8 Lyris Ltd – Confidential
Testing method
• Litmus email analytics tags added to Kitbag emails from December 2011 – February 2012
• Top email clients analysed – Apple iPhone was used by 22.49% of recipients making it the most popular email client among Kitbag subscribers
• Apple iPhone subscribers flagged within Lyris HQ
• Lyris and Kitbag develop iPhone optimised email templates which are 400 pixels wide rather than 750 pixels wide
• 50% of flagged iPhone users are sent a regular sized version of the Kitbag newsletter and 50% are sent the iPhone optimised version
KEY STATS
10 Lyris Ltd – Confidential
Popularity of reading environments among Kitbag.com subscribers
35% of opens from Kitbag.com subscribers come from a mobile device
11 Lyris Ltd – Confidential
Top email clients used by Kitbag.com subscribers
12 Lyris Ltd – Confidential
Top mobile email clients used byKitbag.com subscribers
66% of Kitbag’s mobile opens come from the Apple iPhone
13
Top email clients used by iPhone users
98% of iPhone users view their emails with the built-in mail client
14 Lyris Ltd – Confidential
Engagement across email clients
Desktop Mobile Webmail
OPTIONS FOR OPTIMISING
Option 1 – Removing fixed width tables
16 Lyris Ltd – Confidential –
One of the most widely used solutions to this issue is having a table that is equal to 100%. This means the email will automatically fill 100% of the screen it is being viewed on.
Pros Cons• Easy to do• Usually looks good on mobile
devices
• Not appropriate for image only emails
• Can look very bad on larger screens
• Doesn’t always look good on a mobile device, especially if there are images
17 Lyris Ltd – Confidential –
Example of an email with 100% table fully open in Outlook
Option 1 – Removing fixed width tables
18
Option 2 – Add a view on mobile link to your email
Add a link to the top of an email which points to a mobile friendly version of the email.
Pros Cons• Easy to do• Looks good on mobile devices
• Requires subscriber to click on a link to view
• Takes longer to code the email• Often gets overlooked because
the link is usually quite small on a mobile device
19 Lyris Ltd – Confidential –
Option 3 – Intelligent CSS
Use CSS media queries to remove unnecessary elements of your email when viewed on a small screen.
Pros Cons• Allows you to change the look of
the email depending on screen size
• Looks good on large and small screens
• Gives you the ability to remove unnecessary parts of your email
• Requires a coder to implement• Not effective for image only
emails• Can take longer to code• Adds weight to email due to
extra code• Doesn’t work in Gmail’s Android
app
Option 3 – Intelligent CSS
Outlook iPhonewith CSS
20 Lyris Ltd – Confidential –
iPhonewithout CSS
21
Option 4 – Design your email for mobile users
Reduce the width of your current email to between 300 – 500 pixels and use a single column layout. Ensure the email text is large enough to read on a mobile and the call to action is easy to click.
Pros Cons• Not hard to do• Easy to read on a mobile without
having to zoom in• Links are easy to tap
• Could look slightly strange when viewed on a large screen
HOW DID WE OPTIMISE KITBAG’S EMAILS
23 Lyris Ltd – Confidential
Regular email design – Within iPhone
• 750 pixels wide• Very small pre-header text• Small navigation buttons• Multi-column layout• Unreadable text• Small calls to action – can be
hard to click through on desired link
24 Lyris Ltd – Confidential
iPhone optimised email design
• 400 pixels wide• No pre-header text• No navigation buttons• Single column layout• Larger text• Large calls to action that are
easy to tap• Unnecessary content has been
removed• Main message is clearly visible
at the top of the email
TEST RESULTS
26
Non-iPhone users
Key Metrics Results
Average unique open rate 12.3%
Average unique click rate 2.3%
Average click to open rate 19.11%
Full size emails sent to all non-iPhone users
27
iPhone users sent full size email
Key Metrics Results
Average unique open rate 39.8%
Average unique click rate 5.3%
Average click to open rate 13.31%
Full size emails sent to 50% of iPhone users
28
iPhone users sent optimised email
Key Metrics Results
Average unique open rate 43.4%
Average unique click rate 4.9%
Average click to open rate 11.37%
Optimised email sent to 50% of iPhone users
29
Average unique open rates
30 Lyris Ltd – Confidential
Higher open rates for mobile optimised emails?
Why would the mobile optimised emails consistently have a higher open rate?
31 Lyris Ltd – Confidential
Size matters!
Average Email weight Average open rate
Full size version of email 17.42 KB 39.84%
iPhone optimised version of email 9.35 KB 43.38%
Light weight emails = Higher open rates on mobile devices
Internet download speeds can vary greatly on mobile devices so it makes sense that the faster downloading email would have a higher open rate on a mobile.
32 Lyris Ltd – Confidential
How about conversions?
Although we received great open rates from our iPhone segment we did not see an increase in conversion rates. There could be several reasons for this:
• Kitbag.com does not have a mobile optimised version of their website• Subscribers are most probably not in a position to purchase when viewing your
emails on their mobile
Kitbag.com on an iPhone
33
Why bother?
Why bother optimising for mobile devices if conversion rates are not higher?
We believe that it’s still important to optimise for mobile devices because:
• Open rates from mobiles are much higher than other email clients• Having a clear mobile optimised email design will encourage these subscribers to
return directly to your website or shop at a later date – via their desktop or tablet
THANK YOU
Sponsored by: Organised by:
Best Practices to ‘Socialize’ your Email Marketing Campaign in the Age of Social Media
Alan Keller - VerticalResponse
Sponsored by: Organised by:
How Lucky Voice grew their email database 100% in 12 months to 200K
Tim Watson - Emailvision Dan Pilkington - Lucky Voice
The Global SaaS Leader in Relationship Marketing
Lucky VoiceGrowing an audience by 100%
www.emailvision.co.uk
Dan Pilkington
Tim Watson
28th February 2012
Size is important
30% of revenue is driven from email
www.emailvision.co.uk
Who are Lucky Voice
www.emailvision.co.uk
Who are Lucky Voice
www.emailvision.co.uk
Objective and Challenge
Word of mouth40%
CRM30%
Search7%
Social media3%
Walk ins10%
Partnerships10% Objective: double the size
of our database in a year
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
50,000
100,000
www.emailvision.co.uk
Objective and Challenge
The Challenges
‒ To reach new bars customers
‒ Average bar group of 10 people – we get the booker’s email address but nine people are unknown. How do we reach them?
‒ To get as much useful data from new sign ups as possible so we can use clever segmentation in Campaign Commander
www.emailvision.co.uk
Growth strategies
9 2
www.emailvision.co.uk
Growth strategies – what worked!
Number 1:Incentivised sign up on the website – 92% increase in sign ups
Collected email, nearest bar, day and month of birthday – perfect for birthday communications.
www.emailvision.co.uk
Growth strategies – what worked!
Number 2:Social sign up rather than registration form – 40% increase in sign ups
www.emailvision.co.uk
Growth strategies – what worked!
Number 3:Online competitions – added over 12,000 email addresses
www.emailvision.co.uk
Growth strategies – what worked!
Online competitions – prizes that our ideal bars customer would want
www.emailvision.co.uk
Growth strategies – what worked!
Online competitions
- Tracked this new segment in Campaign Commander – no drop off- Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk
Growth strategies – what worked!
Number 4:Encourage booker to share details of the group – over 1,500 new contacts
- Use confirmation email to encourage sharing to get discount card
www.emailvision.co.uk
Growth strategies – what worked!
Deliver value to the customers in exchange for email address – not monetary
- Build a playlist online for your bars visit
www.emailvision.co.uk
Growth strategies – what worked!
Delivering value in exchange for email address
- Welcome campaign to introduce them to the brand with offer
www.emailvision.co.uk
Growth strategies – what worked!
Number 5:Partnerships – leveraging our white label to add to our bars database
- Added over 15,000 email addresses based on location and age
www.emailvision.co.uk
Growth strategies – what worked!
Partnerships
- Use segmentation in Campaign Commander to deliver relevance to this new group
www.emailvision.co.uk
Growth strategies – what worked!
Number 6:Facebook Welcome offer – over 1,000 email addresses added
www.emailvision.co.uk
Growth strategies – what worked!
Facebook Welcome offer – bounce back Welcome email
www.emailvision.co.uk
Growth strategies – what worked!
Number 7:Facebook voting app – over 2,500 email addresses
www.emailvision.co.uk
Growth strategies – what worked!
Facebook voting app – viral effect guaranteeing friend get friend
www.emailvision.co.uk
Growth strategies – what worked!
Number 8:Events in our bars – over 1,000 email addresses
- Raffle entry in exchange for email address
www.emailvision.co.uk
Growth strategies – what worked!
Number 9:Cross-selling bars to our online database – over 5,000 addresses added
- Using Campaign Commander to provide relevance to potential bars customers
www.emailvision.co.uk
Growth strategies – what didn’t work!
In bar promotions to get email addresses
- Shots offered, console at Reception – poor address quality and low take up
www.emailvision.co.uk
Growth strategies – what didn’t work!
Post-visit survey
- We’re looking at the incentive on this – possible charity donation from us
www.emailvision.co.uk
Results
47,688 to 101,178 =
112% increase
The best thing is the quality and engagement of our list has remained identical to 2010 – size is important but only if linked to quality!
0
20000
40000
60000
80000
100000
120000
www.emailvision.co.uk
Results – Where did they come from?
Web sign ups with incen-tive13%
Social sign up 14%
Online competitions23%
Friend get friend2%
Partnerships28%
Facebook Welcome2%
Facebook voting app5%
From online service10%
Events3%
www.emailvision.co.uk
Results
www.emailvision.co.uk
Average open rate from new subscribers: 19%
Average click through rate from new subscribers: 3%
Average open rate across all subscribers: 16%
Average click through across all subscribers: 2%
What have we learned?
‒ Pre-event collection works better than post-event
‒ Essential to collect useful data alongside email address – location and birthday
‒ Choose incentives carefully for the right audience (including prizes)
‒ Leverage partnerships and other data more effectively
www.emailvision.co.uk
What next
1. Social sign-in and notifications
2. Playlist building
3. Online booking
4. Looking at how social and email can work together
Social as first touch point, build brand awareness, first step to email which drives revenue.
www.emailvision.co.uk
Questions
www.emailvision.co.uk
Thanks!
Thank you for listening
If you’ve more questions about today’s presentation
or wish to find out more about Emailvision come for
a chat on stand E16
www.emailvision.co.uk
Some of our 3000 + clients
www.emailvision.co.uk
Sponsored by: Organised by:
It's Not a Phone: A future of mobile marketing
Mark Blayney Stuart - Chartered Institute of Marketing
It’s not a phone:
A future of mobile marketing
Mark Blayney Stuart
Head of Research
The Chartered Institute of Marketing
It’s not a phone: a future of mobile marketing
Everything should be
made as
simple
as possible,
but not simpler
It’s not a phone: a future of mobile marketing
Mobile is not replacing…
It’s not a phone: a future of mobile marketing
Why?
• Because it’s always on• Because it’s not a device, it’s part of our lives• It knows what you like• It knows where you are• It’s never more than three feet away• It’s as simple as possible, but not simpler
It’s not a phone: a future of mobile marketing
Location location location
It’s not a phone: a future of mobile marketing
Not technology for its own sake
It’s not a phone: a future of mobile marketing
People want recommendations…
… not choices
It’s not a phone: a future of mobile marketing
restaurant in soho
decent restaurant in soho
It’s not a phone: a future of mobile marketing
Choice paralysis
It’s not a phone: a future of mobile marketing
Why this works
It’s not a phone: a future of mobile marketing
Incentivisation
“to succeed,
it has to be a
literally unbeatable offer”
Guy Beresiner
Head of Commercial Development, Yahoo! UK & Ireland
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
Eye-openers
• Morgan Stanley expects mobile internet usage to overtake desktop usage by 2015
• People with smartphones up from 9% to 24% in 1 year• Globally, more people have mobile phones than bank
accounts
Sources: Strategy + Business; Morgan Stanley; International Telecommunication Union; Mintel.
It’s not a phone: a future of mobile marketing
Mobile cash
It’s not a phone: a future of mobile marketing
QR tags potential under-exploited
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
Creativity – but answering a need
It’s not a phone: a future of mobile marketing
B2B
key phrases
segmentation data
identifies what people are talking about
spot trends
It’s not a phone: a future of mobile marketing
Make the app free – sometimes
It’s not a phone: a future of mobile marketing
Things people want – not intrusive ads
Source: compete.com
How interested would you be to receive the following on your smartphone?
It’s not a phone: a future of mobile marketing
Future of mobile?
It’s not a phone: a future of mobile marketing
Key take-outs (1)
• We don’t ‘love the technology’. We love having our problem solved.
• Mobile is no longer a channel.• Websites optimised, not just enabled.• Marketing that doesn’t seem like marketing• Capitalise on impulse• Fast payments
It’s not a phone: a future of mobile marketing
Key take-outs (2)
• Incentivisation• Speed to market• Location and timing-sensitive• Usage patterns are changing• QR tags when automatically installed• We’re only one click away from anything• Resist assumptions about privacy • Anything potentially intrusive, position as choice
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
It’s not a phone: a future of mobile marketing
Thank you
Mark Blayney Stuart
Head of Research
The Chartered Institute of Marketing
linkedin.com/in/markblayneystuart www.cim.co.uk
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