Email Marketing is Changing – The Rise of Mobile and Triggered Emails

What Marketers Need to KnoW EMAIL MARKETING Email marketing has been used for years to keep in contact and maintain relationships with Is Changing customers. Lately, with the increasing use of smartphones, we've seen the effectiveness continue to rise. • EMAIL OPEN RATES EMAILS VERSUS TRIGGERED EMAILS 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. 50% HIGHER OPEN RATES (Open Rates) 60% TIP #1: EYE CATCHY SUBJECT 50% To ensure people open your emails, make the subject: 40% 30% * SHORT * CATCHY 20% * CURIOSITY PROVOKING 10% TIP #2: TRIGGERED EMAILS Q1:2011 Q1:2013 To ensure people open your emails, send emails that are based off their action(s) such as: Triggered Emails* Emails* * OPENING ANACCOUNT * PUTTING ITEM IN A SHOPPING CART * VIEWINGA PRODUCT *Data Courtesy: Epsilon * COMPLETING AN ORDER • EMAIL OPEN RATES THE RISE OF MOBILE June2011-Dec 2011 June 2012 - Dec 2012 Despite this rise in mobile usage, only 2% of companies have 29% (Open Rates) 20.6% 80% 72.6% 12.1% 70% 58.9% an advanced 6.8% 60% mobile email 50% marketing strategy. 40% 29% 30% 20.6% 20% 12.1% 10% 6.8% 0% 39% 37% 16% 6% 2% 78.9% 40.7% 18.8% NONEXISTENT BASIC MODERATE QUITE ADVANCED ADVANCED JUMP JUMP FALL CONSEQUENCES OF HAVING A POORLY FORMATTED MOBILE EMAIL Consumers were asked what they do if they get an email on mobile that doesn't look good. These were their responses: 2012 2013 69%( 89% 18% 27% 18% 15% 9%( 8% 10%(5% LOOKAT IT DELETE UNSUBSCRIBE READITANYWAY DON'T KNOW ON MY COMPUTER How To Reduce Email Deletes And Unsubscribes TIP #1: FORMAT EMAILS FOR MOBILE TIP #2: WRITE EMAILS FOR MOBILE Always keep in mind how your email Think about the environment in which will appear on mobile. people will read your emails. KEEP THE DESIGN SIMPLE GET TO THE POINT QUICKLY NEVER GO OVERBOARD WITH PLACE CTA CLOSE TO TOP OF GRAPHICS THE MESSAGE BODY AKISSmetrics People, not pageviews. 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: Epsilon Sampling Data for Triggered Emails: Q1 2013 6.1 Billion Emails Q12013 360 Million Emails Q4 2012 7.3 Billion Emails Q4 2012 360 Million Emails Q3 2012 6.4 Billion Emails Q3 2012 166 Million Emails Q2 2012 7.3 Billion Emails Q2 2012 193 Million Emails Q1 2012 7.1 Billion Emails Q12012 165 Million Emails Q4 2011 8.5 Billion Emails