Author Archives: Jordan Cohen

Jordan Cohen

About Jordan Cohen

VP of Marketing for Movable Ink

New Research! The UK Consumer Device Preference Report: Q1 2014

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We’re delighted to announce the release of our first-ever UK Consumer Device Preference Report, which looked at aggregate data across all of our UK-based clients in Q1 2014.

What we’ve been calling “The Mobile Takeover” is in full effect across the Atlantic — in fact, even more so than here in the United States. 72 percent of all email opens took place on mobile devices in the UK in Q1, compared to 66 percent in the US.

Strikingly, tablet opens in the UK are already at near parity with desktop opens (26 percent and 28 percent, respectively). This mirrors the trend we’re seeing in the US, and confirms our view that tablets are on their way to becoming the “household PC of record” for consumers’ personal computing needs.

Some other key findings from the “UK Consumer Device Preference Report: Q1 2014″ include:

• Apple asserts its dominance over Android. iPhones and iPads accounted for 62% of all opens
in Q1 compared to just 9% for Android devices. And iPads had a share of opens more than 14 times greater than Android tablets.

• The South East & North West regions of the UK are email marketing hotspots. When it came to opening emails, London, the South East of England, and the North West of England were this quarter’s regional winners with around 50% of all the UK’s measured opens coming from those locations.

• Tablets own the night. Smartphones rule the roost during the early hours and throughout the
middle of the day. As the afternoon turns to evening, tablet usage explodes taking share from
the smartphone and desktop pie.

For an in-depth look at all of the report’s findings, please enjoy your complimentary download of the UK Consumer Device Preference Report.

3 Tips for Boosting Email Marketing Tap-Through Rates

With 66 percent of email opens now taking place on smartphones and tablets, the age-old click-through rate should be taking second fiddle to the “tap-through rate” as email marketing’s most coveted KPI. With that said, we still see too many marketers optimizing for desktop clicks while ignoring mobile taps. This results in poor user experiences and lost opportunities.

Here’s a prime example from LinkedIn (sorry to pick on you LinkedIn, but this needs to be said.) I’d wager to say that LinkedIn enjoys a high mobile app download rate among its business users, but its mobile email experience is completely broken. LinkedIn sends a ton of email trying to drive engagement — from connection requests, to “who’s viewed your profile” notices, to notifications when your connections get new jobs or post something interesting. But clicking through on a mobile device opens a web browser instead of your already-installed app, forcing you to enter your login credentials and undoubtedly leading to incremental drop off.

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Which leads us to… Tip #1: Deep Link to Mobile Apps Deep linking removes friction from the mobile email experience by enabling consumers to launch installed mobile apps and specific pages within apps. This makes it easier to complete actions — and transactions — on mobile devices. Here’s an example from eBay where one tap on an image of a sandal in an email leads to firing up the eBay mobile app and the product that the user wants to see.  With one more tap the item can be added to the user’s shopping cart and one tap later, purchased and shipped since the user’s billing information and address are already stored securely within the app.

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Tip #2: Let Users Tap to Call Users who are on the go and have questions about your products or services that might be easier to answer over the phone than via a mobile app or m-site can be given the option to tap to call via real-time device targeting.  It’s as simple as adding a tap-to-call banner to the smartphone version of your email template.  Here’s an example from TheKnot showing the desktop version adjacent to the smartphone version with the tap to call banner at the top of the message.

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Tip #3: Get Users Social Sometimes your most desired next tap might be getting users to spread the love about your brand or products on Facebook, Twitter, Instagram or other popular social networking apps, which account for some of the most widely downloaded apps in the world and can be counted on to be installed on their smartphones and tablets even when your own app isn’t. Deep linking technology can be used to launch third party applications, and you can even include a pre-populated message for users to share. Here’s an example from Comedy Central that got thousands of its subscribers tweeting to promote a new show — and it only took two taps for them to do so.

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Mobile email opens keep rising as a percentage of total opens each quarter, and while smartphone opens may be stabilizing at a little under 50%, tablets continue to eat away at desktop market share and aren’t showing any signs of relenting.  The time to optimize for tapping through instead of clicking through is now.

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*For more tips and case studies featuring mobile email tap-through rate optimization, check out the recording of our recent webinar, “The Mobile Takeover“.

Are Tablets The New Household PC of Record?

Surface Pro 3 Launch Event in New York City on May 20, 2014

On the subway ride into work this morning, I read about Microsoft’s unveiling of its latest tablet, the Surface Pro 3. What caught my attention most was the revelation that Microsoft execs aren’t positioning the device as an alternative to Apple’s iPad, but rather, against its most popular laptop, the MacBook Air.

The timing of Microsoft’s product launch couldn’t be better: with our upcoming webinar on “The Mobile Takeover,” our team has been poring over the underlying numbers from our latest US Consumer Device Preference Report, and the data suggests that tablets are, indeed, becoming the new go-to household PC of record.

How so?

First, because over the last year, smartphone email opens have been relatively stable at slightly under 50%, while desktop opens have steadily declined, and tablet opens have steadily risen. You can easily see these trends in the chart below:

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Second, from a day-parting perspective, we’re seeing that tablet email opens peak in the evening hours, when people get home from work (and when they’d be more likely to do their web browsing on a luxurious large screen instead of their smartphone’s small screen). And, in fact, tablet and desktop opens are currently nearly even between 8 and 11pm.

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From an email opens market share perspective, look for tablets to continue making the largest percentage gains quarter over quarter. There is still a lot of room left for tablets to grow.

Desktops and laptops may never completely disappear from the face of our planet, but tablets may someday soon replace them entirely from our living rooms.

*For more information on the latest trends in consumer device adoption and usage, make sure to attend next week’s “The Mobile Takeover” webinar, Thursday, May 29th at 1pm EDT.

[WEBINAR] The Mobile Takeover: It’s Real. It’s Here. Get Used to It.

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Mobile email opens have grown consistently for the 4 quarters that Movable Ink has been releasing the US Consumer Device Preference Report, and it’s a relentless trend that we don’t see abating anytime soon. Our latest study, the US Consumer Device Preference Report: Q1 2014 found that two-thirds of big brand marketers’ email opens now take place on mobile devices (smartphones and tablets), and today, even more email is opened on iPhones than all desktops combined.

The age old “click-through rate” has been replaced by the “tap-through rate” and email marketers must evolve their strategies and tactics to effectively engage with consumers in the mobile inbox. This involves everything from changing how emails are designed, to adopting deep linking technology, to re-thinking the way that conversion data is captured and attributed to email marketing campaigns.

To help marketers rise to the challenge of the mobile takeover, we’re excited to announce our next webinar “The Mobile Takeover: It’s Real. It’s Here. Get Used to It.” Taking place on Thursday, May 29th at 1pm EDT, speakers will include yours truly and my brilliant industry colleague and friend Bonnie Malone, Director of Response Consulting at Return Path. (You can watch the two of us teaming up to take on the email append dark side at the MediaPost Email Insider Summit two years ago here).

Bonnie and I are working hard to put together an informative and educational webinar that will include:

  • An in-depth analysis of the latest findings from Movable Ink’s “US Consumer Device Preference Report: Q1, 2014”
  • Innovative approaches for creating winning omni-screen email designs
  • Examples of leading brands who are using agile email marketing technology and best practices to optimize the mobile email experience in real-time

We hope to see you on the line next Thursday. Space is limited, so click here to register today!

Are Email Opens on Smartphones Smart for Business?

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With more and more email opens taking place on mobile devices – but not necessarily purchases – many email marketers have been faced with a new uphill battle to prove the impact of their efforts on revenue. The question they keep getting from management goes something like this: “smartphones are smart, but are they smart for our email marketing business?”

Looking at aggregate data from leading retailers who are currently using Movable Ink’s Insight module within our new agileEMAIL platform, it’s clear that email marketing to mobile users is a critical driver of sales, even if the final sale occurs somewhere other than on smartphones themselves. Here are some of our preliminary findings:

  • A little over 60% of consumers who initially open their email on a smartphone end up purchasing through desktops, with another 25% purchasing through tablets. Only 15% of smartphone-first openers complete transactions on their smartphones.
  • Consumers who open email on a smartphone or tablet first, and then convert on a desktop, have a 14% higher average order value (AOV) than desktop-only purchasers.
  • iOS device users outspend Android device users by more than 20%. This is consistent with other studies we’ve seen tracking the differences in mobile shopping behaviors between iOS and Android users. With Movable Ink, you’ll now have the ability to unearth the precise AOV of your email subscribers based on the devices they are using.

We’re excited to see how these trends take shape across different verticals, different geo-locations, time of day, etc., and how the numbers will evolve over time.

Please let us know what you think about these early findings by posting a comment below. Are you surprised? What other data would you like to uncover?

Lastly, if you’d like to know more about Movable Ink’s agileEMAIL platform and our Insight module, request a demo and one of our product specialists will get back to you shortly.

New Research from Movable Ink Shows Surging Tablet Use by US Consumers

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More and more Americans are turning to tablets when it comes to interacting with consumer brands, according to a new research report from Movable Ink. The data reveals that 18.5% of marketing emails were opened on a tablet in the first quarter, up from 16.5% from the previous quarter, and from 13.8% when Movable Ink first started reporting on device usage statistics in Q2 2013.

The Movable Ink “US Consumer Device Preference Report: Q1 2014” also shows that there are only 13 states remaining where desktop email opens exceed smartphone opens. By comparison, the country was evenly split just nine months ago, when Movable Ink issued its Q2 2013 report, underscoring how rapidly the mobile takeover is occurring.

“Mobile adoption continues to grow, and tablets are playing a bigger role in the mix,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “Marketers should be laser focused on what we call “next tap optimization,” which is all about making it easy for consumers to engage with brands and shop when using their smartphones and tablets.”

The quarterly report provides deep insight into the popularity of various devices, examines differences in consumer engagement based on the devices they use, and shows how device preferences vary across the nation. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers.

Key findings include:

  • Two-thirds of all email opens took place on mobile devices. 66 percent of emails were opened on either a smartphone or tablet device, up from 65% in Q4 2013 and 62% when Movable Ink issued its first report in Q2 2013. Desktop accounted for a new low of 34% of email opens, a decline from 35% in the previous quarter.
  • Tablets stole time-share from desktops – and from smartphones. This quarter’s study marks the first time that tablet didn’t just chip away at desktop time-share, but at smartphones as well (smartphones accounted for 47.2% of opens in Q1 2014, versus 48.2% in Q4 2013).
  • Apple asserted its dominance over Android. iPhones and iPads accounted for 54.5% of all opens in Q1, compared to 49.9% in Q4. Meanwhile, Android devices combined for 10.8% of opens, down from 14.4% in Q4.
  • Android and Apple traded places when it came to time spent viewing emails. Slightly more than 40% of Android smartphone users viewed emails for 15 seconds or longer, compared to 35% of iPhone users. In Q4, 38% of iPhone users lingered the longest on messages, compared to 35% of Android smartphone users.
  • Smartphone usage peaks in the early morning, tablets in the evening. New data revealed how device usage varies by time of day.

The full report is available as a free download here.

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About the Movable Ink “US Consumer Device Preference Report: Q1 2014”

Charts are based on data collected through Movable Ink’s agileEMAIL platform between January 1 – March 31, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

The Electoral College Map of Email Opens: Q1, 2014

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We’ve been hard at work poring over billions of data points to prepare our soon-to-be-released “US Consumer Device Preference Report: Q1 2014″, and wanted to share a sneak peak of one of the charts we’ll be sharing examining how device preferences vary by geography.

Our state-by-state analysis reveals the continued trend towards smartphone dominance. New additions to the smartphone state club in Q1 2014 included Colorado, New Mexico, Oregon, and Wyoming. Also, new in Q1, Mississippi overtook Texas as the nation’s top smartphone state, approaching 60% of all opens.

This map has gotten progressively pinker over the 4 quarters that we’ve been issuing the report, and now only 13 desktop states are left standing. For a bit of perspective, when we issued our first US Consumer Device Preference Report just 8 months ago (which looked at Q2 2013), 23 states were either heavy or leaning desktop, so the landscape is shifting towards mobile at an amazingly fast pace, and the “Electoral College of Email Opens” can now safely be described as a landslide for smartphones.

To download our past research reports, visit our Resource Center.

Methodology

The map is based on data collected through Movable Ink’s agileEMAIL platform between January 1 – March 31, 2014. It reflects aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

Movable Ink Enables Marketers to Optimize Email Campaigns for Gmail’s New Promotions Folder “Grid View”

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Movable Ink today announced the industry’s first solution for boosting open rates in Gmail’s new Promotions tab “grid view”.  New features within the agileEMAIL platform will enable marketers to auto-optimize and personalize featured images on every open of the Promotions tab with the visual grid view enabled, resulting in higher open rates and more conversion opportunities.

Key features include:

  • Automated A/B testing. Test multiple versions of featured grid view images on the fly, and automatically set campaigns to display the best performing images to the majority of recipients.
  • Image personalization. Include a recipient’s name, birthday, anniversary, or other personalized content into the featured image to make messages stand out from other promotional emails. (This information cannot be viewed in grid view images as plain system text – it must be embedded in the image itself).
  • Contextually relevant content. Display featured images that are contextually relevant to a recipient’s time, location, device, or local weather conditions.
  • Countdown clocks. Display time remaining to take advantage of special sales.

Gmail’s elegant new ‘grid view’ format presents email marketers with an unprecedented opportunity to engage with recipients, and the new features we are announcing today will give them the ability to move the needle on boosting open rates in a way that was never before possible!

To learn more about Movable Ink’s agileEMAIL platform and our new Gmail grid view optimization capabilities, visit www.movableink.com/request-demo.

Four Tips for Better Video Emails

Vince PeGan, self-proclaimed “email magician” and senior account manager at Movable Ink, works with dozens of leading brands to develop and execute agile email marketing programs that cut through the clutter and stand out in the inbox. One increasingly used technique is leveraging embedded video in email to breath life into the inbox. Below are Vince’s top 4 tips for making the most out of video in email campaigns.

1. Have a Clear CTA. “Include a clear CTA so subscribers have an action to take besides viewing the video.”

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2. Use a “View Online” Link. “Including a link to an online version of the video so those not receiving the full video experience have a way to engage.”

3. Consider a Teaser Video. “Use a teaser version of the video to entice subscribers to click through to view full video on the web so your click through rates aren’t cannibalized.”

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4. Use a Secondary CTA. “Engage subscribers with a supporting CTA that gives further context to the video and allows them to engage online.”

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Interested in learning more about video-in-email? Download our fact sheet, or give us a shout at contact@movableink.com.