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EMAIL INSIDER SUMMIT SPONSOR LUNCHEON SESSION
WHAT’S NEW IN EMAIL MARKETING
April 27, 2012 Karen Riley, Account Director
SYMBOLS IN SUBJECT LINES
SPICY SUBJECT LINES ♥ ♪ ♠☺
Sephora “A li-le ♥ for you” Email
3
CAMPAIGN RESULTS
Subject Line Open Rate Δ
Campaign 1 – Subject Line With ♥ Symbol 0%
10%
11%
Campaign 2 – Subject Line With @ Symbol
Campaign 3 – Subject Line With ♥ Symbol
Click Rate Δ Inbox
Placement Δ Bulk Placement
Δ
-‐39%
78%
17%
0%
-‐1%
0%
-‐46%
-‐1%
9%
CREATIVE PALETTE
Hearts Are Only The Beginning
IMPLEMENTATION CONSIDERATIONS
> Perform extensive plaWorm tesXng, or risk showing a “?” or box
> Test small, simple icons
> Monitor inbox placement and bulk folder placement closely
> Be prepared to re-‐launch • Do not send extremely Xme sensiXve content because of risk of blocking
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DESIGN FOR ANDROID DEVICES
OPTIMIZED FOR ANDROID
Maybelline / Garnier Email
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CAMPAIGN RESULTS
> During criXcal sales period, online retailer tested • Mobile vs. PC creaXve • Past 60 day mobile openers vs. PC openers
> Mobile creaXve delivered 283% lib in order rate over PC creaXve to mobile openers
> Overall order rate (conversion/clicks) was highest for mobile openers receiving mobile creaXve
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OPENERS BY DEVICE FOR HIGH VOLUME MAILER – APRIL 2011
PC 63%
iPhone 19%
Android 8%
iPad 8%
Other 2%
IMPLEMENTATION CONSIDERATIONS
> Android does not autoscale > Design for touch screen > Reduce content, text, images
• Use one column no more than 320 px wide
> Increase font sizes to 12-‐14pt > Click through to mobile opXmized landing pages
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VIDEO IN EMAIL
HOTMAIL ACTIVE VIEWS VIDEO IN EMAIL GameStop Weekly Ad With New Game Preview Email
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Source: The Retail Email Blog
HTML 5 VIDEO GIF IN EMAIL
Fingerhut Web Exclusive Product Site Demo Email
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Source: Priority Results Blog
SUPPORT FOR VIDEO
> Selected email clients support full video w/audio in email (35% -‐ 65% of list): • iPhone, iPad, iPod Touch, when email opened in naXve mail client • Android tablets running Honeycomb (3.x.x), when email opened in naXve mail client
• Hotmail, when viewed in an HTML5 compliant desktop web browser (IE9+, Firefox 3.5+, Chrome, Safari 3.1+, Safari 3+)
• Hotmail, when viewed in web browser on all iOS and all Android releases • Apple Mail 4 • Outlook for Mac 2011 • Thunderbird
Source: Only Influencers Blog
IMPLEMENTATION CONSIDERATIONS
> Two opXons: • HTML 5 video tag • Link to video file streamed on server/Akamai
> Most popular format is Mp4, but consider mulXple formats
> Videos work best on iOS devices, especially iPhone > Keep video short > Test extensively > Resist the temptaXon of autoplay
> Create enXcing “fallback content” screen shot
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PREFERENCE CENTERS
DRAG-AND-DROP DESIGN
MSN MulQ-‐Newsle-er Signup Page
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COMPLEX, INTEGRATED DATA FLOW
Sample Preference Center Diagram
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CAMPAIGN RESULTS
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Sales
7%
# Shoppers
9% Items In Basket
4%
Basket Size
1%
Visits
6%
IMPLEMENTATION CONSIDERATIONS
> Include: • Profile informaXon • Channel contact preferences • SubscripXon management
> Long implementaXon Xmelines because of unexpected complexity, data integraXon and poliXcal/ownership issues
> Consider dynamic visual design • Vary based on entry point (email, site ad, etc.) or user segment
> Plan for administraXve funcXonality • Edit data collected • Respond to customer inquiries
> Feature real-‐Xme recogniXon • Sync to database instantly
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ANIMATED GIFS
ANIMATED GIF AS PRODUCT DEMO
Saks iPad App Launch Email
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Source: The Retail Email Blog View In PresentaXon Mode
HIGH IMPACT ANIMATED GIF
Browns London eNews Email
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Source: The Retail Email And Priority Results Blogs View In PresentaXon Mode
PERSONALIZED ANIMATED GIF
Helzberg Diamonds Personalized Jewelry CollecQon Email
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Source: KevinJosephSmith.com Blog View In PresentaXon Mode
IMPLEMENTATION CONSIDERATIONS
> Outlook 2007 and 2010 do not support animaXon
> As fallback content, first frame should stand alone
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INTEGRATING PINTEREST IN EMAIL
Babies R Us “Pin It” Link In Email
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Source: Email Design Review Blog
INNOVATIVE APPROACH
Ballard Designs Pin It To Win It Email
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IMPLEMENTATION CONSIDERATIONS
> Include Pinterest link with share to social links > Include popular pins in email campaigns
• Audience determines what resonates with people • Integrate comments from popular pins • Tie specific Pinterest boards to email calendar • Leverage popular Pinterest videos as email content
> Source: The Magill Report Blog – “Email + Social: IntegraXng Pinterest and Email,” February 14, 2012
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THE FUTURE OF EMAIL MARKETING
WHAT DOES THE FUTURE HOLD?
> Real-‐Xme content management for inboxes • No longer freezing content at the Xme of send • StaXc email content evolves into real-‐Xme, Web-‐like pushes • Device detecXon opXmizes creaXve presentaXon
> Inbox restricXons are clearing • Gmail, Windows Live Hotmail and Yahoo Mail are loosening the reins on what marketers can execute in the inbox
• Hotmail’s AcXve Views plaWorm pilot allows transacXons and video within a message
> Email ad exchanges emerging
> Source: Forrester – “Emerging InnovaXons In Email MarkeXng,” August 19,2011
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POST-LAUNCH IMAGE CHANGES
The Home Depot One-‐Day Sale Email
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Source: The Retail Email Blog
CAMPAIGN RESULTS
> Large publisher uses a complex decision engine for direct mail and email management • Based on scoring / lookalike models, selects
– Outbound channel (email or direct mail) – Timing – Offer
• Builds creaXve from library of assets and templates • Outputs daily files to mailhouses and email vendors for producXon • Frees markeXng team to concentrate on innovaXon
> Achieved increased subscripXon rates with decreased costs
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ACXIOM
> Founded in 1969 > Public in 1983: NASDAQ (ACXM)
> Headquarters: Livle Rock, Arkansas > 6,200 associates worldwide > FY 2011 revenue: $1.160 billion > Over 77% of total revenue is from clients under long-‐term contracts
> Global markeXng services and technology
> Focused on audience and customer engagement
> #1 U.S. agency / #9 Worldwide agency (Ad Age 2011 ranking)
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QUESTIONS?
THANK YOU.
