Insiders’ Insights:
6 Tips for Email Success in 2014
Dwight Sholes
Senior Director, Cross Channel Innovation
Tip #1:
Inbox Providers Are Taking Charge
• Introduced July 22, 2013
• Mail automatically sorted by Gmail into one of 5 tabs
• “This is the TiVo of email”
(Jordan Cohen, VP of Marketing, Movable Ink)
THE DREADED GMAIL TABS
Promotions tab offers: email or display ad?
IS GOOGLE SPAMMING?
Source: Return Path
MARKETER REMEDIES: EFFECTIVE?
Source: Strongview
TABS’ IMPACT ON ENGAGEMENT IN WEEK ONE
Source: ReturnPath
SURVEY: HAVE GMAIL TABS CHANGED THE AMOUNT OF
TIME YOU SPEND VIEWING PROMOTIONAL EMAILS?
Source: Strongview
WHERE EMAIL IS (TYPICALLY) READ
Source: ReturnPath
Tip #2:
Think Multi-Screen, Not Mobile First
50% OF UNIQUE OPENS ARE ON MOBILE DEVICES…
Source: Experian
…BUT 48% OF TRANSACTIONS ON DESKTOPS
Source: Experian
MULTIPLE PLATFORM USERS ARE MOST PROFITABLE
Source: Experian
Tip #3:
Responsive Design: Necessary
but not Sufficient
• HTML layouts that
automatically adjust to
different devices and
screen sizes by using
flexible grid layouts
• Works on Android,
iPhones (iOS) and newer
Blackberrys with some
exceptions
• Not a panacea: need to
create distinct mobile
user experiences
HOW RESPONSIVE DESIGN WORKS
iPhone
EXAMPLE OF RESPONSIVE DESIGN
Outlook
EXAMPLE OF RESPONSIVE DESIGN
Source: Lyris
Tip #4:
Create KPIs For Your Business
SUBSCRIBER ENGAGEMENT 9/4/13 MAILING
Source: Litmus
9/4/13 MAILING ENGAGEMENT BY EMAIL CLIENT
Source: Litmus
Tip #5:
Overcome Fear of Frequency
MEET DELA QUIST!
Source: Google Images
FAVORITED TWEET AT EEC13 CONFERENCE
RT @dsholes: With
increased email frequency,
every metric goes down
except one: revenue per
subscriber. @DelaQuist
#EEC13
22
THE COST OF PREVENTING UNSUBSCRIBES
Source: Alchemy Worx
Tip #6:
The Era of Agile Email Is Here
EMBEDDED COUNTDOWN TIMER IN EMAIL
Source: Movable Ink
GEO-TARGETING IN EMAIL
PERSONALIZED SEATING CHART VIA EMAIL
Source: Movable Ink
THANK YOU!
Dwight Sholes
Senior Director, Cross Channel Innovation
Twitter: @dsholes
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