Kath Pay: the evolving inbox
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18-Oct-2014 -
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Transcript of Kath Pay: the evolving inbox
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Who am I?
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#1 More types of Inboxes
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#2 Portable Inboxes
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Emails on Mobiles
Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010)
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Growing usage
13.36% subscribers read email on mobiles, with 65% of that activity being the iPhone
November 2010 30% of mobile users accessed emails on their mobile – an increase of 36% from the previous year(USA)
ComScore MobiLens
Mobile Email usage increases by 47% (Australia)Acma.gov.au
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Check your Readership
www.litmus.com
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Consider a Mobile Version
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#3 Facebook’s new messaging system
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Prediction
50% of consumers will begin to use a Facebook .com address
The Relevancy Group: The Social Inbox – The Impact of Facebook Messages on Email Marketing
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Text version is default
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....Click expand
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Facebook Messaging
No Subject Lines60 character line limitURLs are not automatically turned into web linksDelivery to ‘Other’ email inbox unless they have ‘liked’ you
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#4 Hotmail Active Views
“The other type of Active View comes from websites that provide you up-to-date information and content that you can interact with. These messages are like mini-websites in your inbox. So when you open these messages and interact with them, it’s like you have gone to their website. If you don’t click anything inside the message, they’ll only know that you opened the message and what your browser settings are”
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Happens by default....
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Interactive email
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#5 Your inbox may not be as it seems
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Measure who’s viewing in what
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#6 ISP’s facilitate inbox management
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More important than ever…
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Every little helps
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Make it easy for them
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#7 Deliverability based on engagement
1. Message read, then deleted
2. Message deleted without reading
3. Message replied to
4. Frequency of receiving
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Hotmail snapshot
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Gmail Priority Inbox
1. Based on Google’s Prediction2. Starred mail3. Interaction with the email
Not for the faint-hearted – Gmail’s secretshttp://www.google.com/buzz/goog.research.buzz/DvRkTRUBSys/This-paper-is-short-but-sweet-and-quite-accessible
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Priority Inbox snapshot
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Intelligent Inboxes need...
Intelligent Messaging
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http://www.litmusapp.com
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Get their attention
From Field Subject Line
Preview Pane
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Welcome Programmes
Day 1 of subscription
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Maximise this fabulous opportunity
Day 3 of subscription
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3 emails in 6 days
Day 5 of subscription
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Intelligent Inboxes needs...
Intelligent Design
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Utilise the Pre-header space
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Overcomes image blocking
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Use snippets wisely & stand out in the crowd
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Intelligent Inboxes need...
Interaction
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Make it easy to interact
Don’t hide the CTA behind an imagePlace the CTA within the preview paneTest your copy, offer and placement
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Measuring engagement
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Price of un-engagement
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Thank You
Kath PayStrategic Consultant, DM Inbox
[email protected]+44 (0) 20 8297 [email protected]/in/kathpay