Beyond Gmail Tabs Strategies for increasing engagement in the challenging inboxes of today and tomorrows of

Transcription

1 Beyond Gmail Tabs Strategies for increasing engagement in the challenging inboxes of today and tomorrows of today and tomorrow Loren McDonald, Silverpop

2

3

4 Gmail Tabs: Zombie Apocalypse? Or

5 Big Yawn?

6 Active Gmail users read more Gmail Engagement Level Read Rate Before Gmail s Tabbed Inbox Read Rate After Gmail s Tabbed Inbox High 58.6% 60% (+2.11%) Medium 10.6% 10% (-7%) Low 2.2% 0.4% (-81%) Source: ReturnPath research

7 But let s move on this session is Beyond Gmail Tabs 7

8 Only 1 of many challenges!

9 Today s Menu Inbox Challenges Q & A Subscriber- Focused Anecdote

10 About Loren Loren McDonald VP, Industry Relations Silverpop Role: Educate clients and prospects on best practices and emerging trends in marketing and marketing G+: Loren McDonald Experience: 29 years of experience in marketing, consulting and strategic planning. Written more than 500 articles and blog posts Speaker/presenter at more than 200 conferences and webinars Previous Employers: Lyris, Inc., Labs, USWeb/CKS, NetStruxr and Arthur Andersen.

11 Trends affecting the inbox Onboarding Start them off on the right foot

12 Devices / Screens Distracted Consumer Cadence Trends Affecting the Inbox Mobility / Context Mobile Apps Channel Alternatives ISP Features

13 Multiple devices used by your subscribers

14 Leads to screensize-apalooza iphone 2.3 wide BB Bold 2.6 wide Galaxy Note II 3.2 wide ipad Mini 5.3 wide Nexus wide Excite wide Small Medium Large Source: Justin Jordan, Litmus

15 Mobile is more than just design context

16 Mobile apps for add to the craziness

17 ISP/Web client controls

18 Growing channel alternatives

19 Jan 2 Dec 25 Increased sending cadence from competitors 37 s T-Day to XMAS 51 s Nov 18 1 week before Thanksgiving Day

20 Increasingly distracted/multitasking consumers

21 But don t freak out about what you don t control

22 rather, focus on what you do control!

23 And creating more compelling customer-focused s 23

24 So, how do you break through to subscribers?

25 Onboard Subscribers Increase Relevance for Each Subscriber Four Approaches Create a Great User Experience Surprise and Delight Subscribers

26 Onboarding: Start subscribers off on the right foot Onboarding Start them off on the right foot

27 Tell subscribers what they are going to get and then deliver on your promise.

28 Ask for more information

29

30 Welcome progression but still generic Immediate Stand alone 3-part series # 1 Immediate # days # days

31 Cruise Site Caribbean Mexico Alaska Hawaii Generic Content Sign- Up Browse Welcome 1 Welcome 2 Welcome 3 Mexico Offer Oops

32 Or you try to convert them on Alaska cruise Sign- Up Using Web tracking marry browse behavior to address Welcome 1 Welcome 2 Welcome 3 Welcome 4 Includes current Alaska cruise offer Includes survey / progressive form Includes current Alaska cruise video / testimonials Alaska offer w/deadline

33 User experience Surprise and Delight

34 This Not This Don t make it hard for subscribers.

35 Shipping Options Return Policy Gift Cards Adding obvious navigation links during holiday season

36 Calculate everything for the consumer Don t make them think

37 Answer obvious questions in the

38 Pre-headers: Use them to your advantage

39 Pre-header text continues from the subject line question

40 Do you have the touch? Old mouse New mouse 40

41 Clean, simple HTML buttons

42 Responsive design

43 Surprise and delight Surprise and Delight

44 Add some white space 44

45 51 s 46 days But what are you going to do for me?

46 Pumpkin content treat

47 Pick Your Fit: Jeans for Every Guy

48 Get creative, use personality and humor 48

49 Get creative, use personality and humor

50 Relevance leverage behavior Surprise and Delight

51 The Decisive Moment "To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its proper expression. Henri Cartier-Bresson

52 To know a person watch what they do, not what they say. -Danny Santagato

53 Truly individualized messaging Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases Website-driven Content Directly track each customer s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual s inbox at precisely the time that individual is most likely to check Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase

54 Birthday 2.0

55 Browse behavior-based retargeting

56 Visitor is put into a simple program

57 For him browse retargeting 2.2% conversion rate vs. 1.6% for broadcast s

58 Likely to churn behavior triggers content/contact Subscriber Activated their system Annual Churn ~13% Power User Arms their home security system regularly Annual Churn ~8% Notification User Super User Receives text/ messages for alerts in their home Annual Churn ~5% Uses interactive services regularly Annual Churn ~1%

59 Make it easy to do what customers want Wow subscribers with awesome content Start subscribers off right Summary Leverage behavior to drive individual relevance

60 Thank You Presenter 1 Title Company Presenter 2 Title Company Loren McDonald lmcdonald@silverpop.com G+: +Loren McDonald Pinterest: intevation Stop by and visit us at Booth #