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At #fusionmex Brussels Kath spoke about “The evolving inbox”. She explains: “The inbox has significantly changed and has a host of new challenges such as Mobile email, Facebook Messages, Gmail's Priority Inbox and Hotmail’s new inbox management tabs, recipients have more control over which messages make it into the inbox and how they're organized than ever before. Inbox hierarchy is becoming a new deliverability and engagement hurdle. In my presentation I covered what steps email marketers can take now to ensure ongoing visibility and establish inbox preference”.
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Who am I?
#1 More types of Inboxes
#2 Portable Inboxes
Emails on Mobiles
Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010)
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
Check your Readership
www.litmus.com
Consider a Mobile Version
#3 Facebook’s new messaging system
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
Text version is default
....Click expand
Facebook Messaging
No Subject Lines60 character line limitURLs are not automatically turned into web linksDelivery to ‘Other’ email inbox unless they have ‘liked’ you
#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”
Happens by default....
Interactive email
#5 Your inbox may not be as it seems
Measure who’s viewing in what
#6 ISP’s facilitate inbox management
More important than ever…
Every little helps
Make it easy for them
#7 Deliverability based on engagement
1. Message read, then deleted
2. Message deleted without reading
3. Message replied to
4. Frequency of receiving
Hotmail snapshot
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
Priority Inbox snapshot
Intelligent Inboxes need...
Intelligent Messaging
http://www.litmusapp.com
Get their attention
From Field Subject Line
Preview Pane
Welcome Programmes
Day 1 of subscription
Maximise this fabulous opportunity
Day 3 of subscription
3 emails in 6 days
Day 5 of subscription
Intelligent Inboxes needs...
Intelligent Design
Utilise the Pre-header space
Overcomes image blocking
Use snippets wisely & stand out in the crowd
Intelligent Inboxes need...
Interaction
Make it easy to interact
Don’t hide the CTA behind an imagePlace the CTA within the preview paneTest your copy, offer and placement
Measuring engagement
Price of un-engagement
Thank You
Kath PayStrategic Consultant, DM Inbox
[email protected]+44 (0) 20 8297 [email protected]/in/kathpay
