THE EVOLVING INBOX. Kath Pay Strategic Consultant, DM

Transcription

1 THE EVOLVING INBOX Kath Pay Strategic Consultant, DM

2 Who am I?

3 #1 Other types of inboxes fighting for attention

4 #2 Portable Inboxes

5 s on Mobiles Mobile readers are more sticky because of the killing time factor (Nielsen Norman Newsletter Usability Report 2010)

6 Stand out - utilise the Pre-header

7 Mobile Usage According to Liveintent.com they re seeing the following global figures: 20% of all is opened on mobiles iphone accounts for 10%, Android 4% other Smartphones 3% ipad 2% and Blackberry 1% is used by 75.4% of British iphone owners, making it the most popular internet activity on the phone. Source: Econsultancy Mobile Statistics Compendium

8 CTR however is another story LiveIntent is seeing a much lower CTR than on web browsers and desktops. Most likely reasons are: Performing Triage CTA s not Fat Finger Friendly Landing pages haven t been optimised for mobile takes too long to load on mobile

9 m Check your Readership

10 Consider a Mobile Version

11 Using Media Queries to design your Smartphone 320px Tablet 768px Desktop 1600px

12 #3 New style Inbox multi-channel

13 #4 Facebook s new messaging system

14 It s very easy to get one...

15 Prediction 50% of consumers will begin to use a Facebook.com address The Relevancy Group: The Social Inbox The Impact of Facebook Messages on Marketing

16 Text version is default

17 Text version is default

18 ...Click expand

19 Similar to Gmail Priority Inbox

20 Facebook Messaging No Subject Lines demoted to the body of the message 60 character line limit URLs are not automatically turned into web links Marketing messages sent to Other inbox Grouping by sender not subject Most recent massage at bottom No notification of a message in your Other Inbox

21 #4 Hotmail Active Views 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.

22 Happens by default...

23 The beginning of interactive ?

24 Over 1 billion Active Views served It allows links to Flickr, YouTube, Hulu, Linkedin, Posterous, Netflix and deals site Living Social to be viewed and acted upon without ever leaving the inbox.

25

26 Measure who s viewing in what Gmail Hotmail

27 Measure who s viewing in what

28 #6 ISP s facilitate inbox management

29 More important than ever

30 Every little helps

31 Make it easy for them

32 #7 Deliverability based on engagement 1. Message read, then deleted 2. Message deleted without reading 3. Message replied to 4. Frequency of receiving

33 Hotmail snapshot

34 Gmail Priority Inbox 1. Based on Google s Prediction 2. Starred mail 3. Interaction with the Not for the faint-hearted Gmail s secrets goog.research.buzz/dvrktrubsys/ This-paper-is-short-but-sweet-andquite-accessible

35 Priority Inbox snapshot

36 Intelligent Inboxes need... Intelligent Messaging

37

38 Get their attention From Field Subject Line Preview Pane

39 Intelligent Inboxes needs... Intelligent Design

40 Utilise the Pre-header space

41 Use snippets wisely & stand out in the crowd

42 Intelligent Inboxes need... Interaction

43 Make it easy to interact Don t hide the CTA behind an image Place the CTA within the preview pane Test your copy, offer and placement

44 Measuring engagement

45 Price of un-engagement

46 Thank You Kath Pay Strategic Consultant, Trainer & Speaker DM Inbox Phone: +44 (0) Linkedin: Skype: kath.pay