Gone are the days of “one-size-fits-all” email marketing. Today’s email marketers are sending campaigns that are fully agile, updated in real-time, and highly personalized. Curious how email marketing has evolved over time? Take a look at our infographic below to find out:
iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.
“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.
The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:
- The growing role that tablets are playing in the mobile shift
- The latest in the battle between iOS and Android
- Differences in email engagement across smartphones, desktops, and tablets
- Geographic variances in smartphone adoption
Download the free report here to access all of our findings and analysis.
Looking for creative holiday email marketing ideas? In our recent webinar, Andre Prevot, Strategy Director, and Alison Lindland, Account Director, of our Client Experience team offered a closer look at the six email examples in our 2013 Holiday Email Marketing Inspiration Guide, and revealed six more innovative ways to use Agile Email Marketing technology in holiday campaigns.
Below is a quick recap of the 12 ideas shared on the webinar:
Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales
1. Use video-in-email and a countdown clock to unveil a new product
2. Use social media to make emails interactive
3. Personalize an image with the subscriber’s name
4. Optimize creative in real-time to maximize each email’s effectiveness
5. Check back on the same email for new deals every hour
6. Show real-time shipping status information
7. Show nearby store locations and open hours
8. Change the products that are promoted based on each shopper’s current location
9. Use barcodes in mobile emails to drive in-store sales
10. Promote current best-sellers
11. Include a “click to call” button on mobile email during open hours
12. Promote your mobile app on each device
Questions? Reach out to us at firstname.lastname@example.org.
Access the webinar recording to learn how the Gmail’s tabbed inbox works, get results of early research on customer engagement, and hear the latest strategies for responding to the changes.
- Jordan Cohen, VP of Marketing, Movable Ink
- Tom Sather, Sr. Director of Research, ReturnPath
- Stephanie Miller, VP of Member Engagement, DMA
Below are the top three best practices from the webinar that our VP of Marketing, Jordan Cohen, shared on how to successfully execute video in your email marketing campaigns:
- Be timely, relevant, and creative
- Give each user the best possible viewing experience: full video, animated gif, or video still
- Get agile: optimize video emails on-the-fly based on time, location, and device
For even more tips, check out the one-page PDF of best practices from the webinar.
Interested in learning more about how Movable Ink makes video-in-email possible? Download the video-in-email fact sheet, or reach out to us directly at email@example.com.
Nearly two-thirds of all email opens occur on smartphones and tablets, as shown in Movable Ink’s latest research, the US Consumer Device Preference Report: Q2 2013.
The report, based on aggregate email open data from over 100 enterprise B2C brands, provides critical insights into the current email marketing landscape:
- The current breakdown of email opens by device (smartphone, tablet, or desktop)
- Who’s winning in the smartphone battle between Apple (iOS) and Google (Android)
- How user engagement varies across devices
- A map showing which US states are leaning smartphone vs. desktop
Download the free report here to access all of our findings and analysis.
Check out “re: Email Opens—iPhone Eats Android’s Lunch” in Direct Marketing News for additional coverage of this data.
A recent report by veteran email marketing industry analyst David Daniels of The Relevancy Group, “Embedded Video in Email: Exploring its Viability as a Marketing Tactic,” offers a comprehensive look at using embedded video in email, and what marketers can expect from incorporating video in their email campaign strategy.
The Relevancy Group has found that 55% of marketers who use video in email report higher click-through rates than those who do not use embedded video in their email messages.
Additional benefits of using video in email, as shown by the data in this report, include:
- Increased duration of time that subscribers spend reading the email
- More sharing and forwarding of the email message
- Higher conversion rates
- Increased average sales size of orders
Ready to get started with video-in-email?
Join Movable Ink, Silverpop, and Invodo on Wednesday, August 28 at 1:00 EDT for a one-hour webinar on “Bringing Email to Life with Video.” Get examples, technical steps, and tips for incorporating video into your agile email campaigns. Register for the webinar here.
For more information on how Movable Ink optimizes the video-in-email experience, download our video-in-email one-pager today.
At the end of May, Gmail announced a “new inbox” that automatically sorts users’ email into three different tabs: “Primary,” “Social,” and “Promotions.” Now that Gmail’s redesigned inbox has started to roll out—what have we observed so far, and what key considerations should email marketers keep in mind for future promotional campaigns?
Our VP of Marketing, Jordan Cohen, shared his perspective on this subject in a few different publications recently. Below are his top three considerations for email marketers:
1. Send-time optimization will be an exercise in futility.
“Is Gmail’s New Inbox an Email Marketing Killer?” July 19, 2013, EContent Magazine
“Marketers do need to account for the greater length of time that will take place between the moment they hit the send button, and the moment the recipient actually opens the email. A marketer’s ever-popular ‘One Day Only Sale’ email might be expired by the time the recipient gets around to visiting the Promotions tab. Travel and event tickets, and limited availability inventory might be sold out.”
2. When users do check the “Promotions” tab, they will be in a buying mode.
“Gmail Inbox revamp spells trouble for time-sensitive mobile offers,” July 23, 2013, Mobile Marketer
“If people click on the promotions tab, it means they are in a higher-intent buying mode… It means they are clicking the tab thinking I want to go and see what commercial offers are waiting for me in my email inbox as opposed to having all email in a single inbox and missing some stuff there.”
3. The macro-trend of rising smartphone adoption may offset the impact of Gmail’s new inbox, but this change cannot be ignored.
“Coping With The New Gmail Inbox,” July 24, 2013, MediaPost
“By last count (June 2012), there were 425 million Gmail users in the world, and it may be up to half a billion by now—so the effect can potentially be substantial. That said, the larger macro-trend of rising smartphone adoption means that the number of consumers who actually use the tabbed Gmail interface will be smaller.
BUT even though not all Gmail users will be using the new, tabbed inbox system, there will still be millions — if not hundreds of millions — who will, representing anywhere from 10% to 20% of an average B2C email marketer’s list. Marketers will have to rise to the occasion and adopt new strategies and technologies if they want to stay relevant with their Gmail-using recipients.”
Have questions on Gmail’s new inbox? Leave a comment below, or reach out to us directly at firstname.lastname@example.org.
Earlier in this three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email template and design, and 5 tips for using mobile email to drive cross-channel interactions.
But why stop there? Let’s take mobile optimization one-step further. The nature of mobile devices themselves allows for real-time optimization and advanced targeting. How can marketers take full advantage of the unique possibilities inherent in mobile email?
Here are 5 ways to optimize your emails based on the real-time context of your mobile consumers:
1. Optimize creative for different mobile devices. Show the most relevant creative based on which mobile device is being used to open the email. RadioShack promoted certain mobile products based on the user’s open device (see example).
2. Promote device-specific app downloads. In our last post, we explained how it’s possible to deep link to your brand’s mobile app using email. But you can also target users in real-time with app download calls-to-action based on the device used to open the email. Check out these examples from Comedy Central and Starbucks.
3. Target by current weather conditions. Show recipients’ creative specific to the weather conditions at their location when they open the email. Seamless, the food delivery service, showed a weather forecast and encouraged readers to order in on rainy days (see example).
4. Optimize for mobile connection strength. Serve lower resolution images if a mobile carrier is detected, since the email recipient is not connected to a WiFi network. Learn more about mobile carrier targeting here.
5. Optimize video-in-email. Use device-targeting to ensure mobile email recipients enjoy the best possible video-in-email experience available to them at time of open, depending on ISP/email client. Learn more about video-in-email here.
Have questions on any of the tips covered in the “Master Mobile Email” series? Give us a shout at email@example.com.
Looking for a full list of the 15 tips on fully optimizing for mobile in one place? Download the 15 Tips for Mastering Mobile Email list here.
In our last post in the three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email templates and designing for mobile. In today’s post, we highlight 5 creative ways to integrate mobile email with other channels:
1. Include a “click-to-call” button when appropriate. Don’t forget that smartphones are also actual phones! When it makes sense to use, a “click to call” button is a simple way to directly connect mobile email recipients to a customer service hotline or other important phone number.
2. Social media sharing. Make it as easy as possible for readers to connect with your brand in social media by incorporating deep linking to social media mobile apps. Learn more about deep linking here. Try out social media deep linking for yourself by clicking the image in this post. If you’re reading this post on a mobile device, clicking the link will automatically detect whether or not you have the Twitter app installed, and if so, will launch the app with the pre-populated tweet ready-to-go.
3. Deep link to your own mobile app. In addition to deep linking to social media apps, it’s also possible to deep link to your brand’s mobile app when it is detected as installed on a user’s mobile device. If the app is not detected, the user can automatically be linked to the appropriate mobile app download store, whether it’s Apple’s AppStore or Google’s Play. Learn more about how Seamless, the food delivery service, did this in this case study.
4. Use barcodes to drive offline sales. Barcodes in emails help mobile consumers take advantage of coupons when in-store. Express does an excellent job of incorporating barcodes in mobile emails to encourage cross-channel conversions (see example).
5. Add a real-time local map to drive in-store sales. Mobile customers are on-the-go, so make use of real-time geo-targeting to show mobile users the store locations closest to them. We love how Matrix used a local map to show subscribers where they could find Matrix products near them in a recent newsletter (see example).
Now that you’ve mastered mobile email design and cross-channel integration, check out these 5 tips on optimizing emails based on the real-time context of mobile users.