the interactive inboxpages2.marketo.com/rs/marketob2/images/stewart-austin-slides.pdf · strategic,...

#MarketoTour

The Interactive Inbox Latest Research on Email & Mobile Trends

June 20th, 2013

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Trendline Interactive is an email-centric marketing agency. Our experienced email professionals bring insights from our industry leading research to life through a full suite of strategic, creative and technical services.

Morgan Stewart

Co-Founder & CEO

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188,000,000,000

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“Put email in its place”

#MarketoTour

What do real users think about

email marketing?

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Preferred Communication Channels

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What problem is being solved?

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What problem is being solved?

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1. Manageability

2. Familiarity

3. Privacy

4. Relevance

5. Exclusivity

Why Do Consumers Prefer Email?

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Inbox Organizers in Context

188 billion emails delivered daily

100 million emails managed daily by Mailbox App

< 0.1%

#MarketoTour

Where is email being read?

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Where is email being read?

Source: emailclientmarketshare.com June, 2013

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The Relevancy Challenge

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The Relevancy Challenge

Your competition in the inbox is

every email that is more

relevant than your email

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Where is email being read?

Desktop 34%

Webmail 24%

Mobile 42%

Mobile: Smartphones (iPhone, Android) and tablets Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!)

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567MM Smartphone Shipments in 2012

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The Last 28 Months

0%

10%

20%

30%

40%

50%

60%

70%

Opens in Each Environment

Webmail Desktop Mobile

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34% of American adults ages 18

and older own a tablet computer like an iPad, Samsung Galaxy Tab, Google Nexus, or Kindle Fire—almost twice as many as the 18% who owned a tablet a year ago.

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Your Audience is the Most Important What percentage of customers/prospects interact with your organization’s email messages

on a mobile device?

31% of marketers don’t

know their of mobile email

open rate

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Plan on data, not your gut

Brand/Industry A: 55% Brand/Industry B: 18%

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The days of mobile triage are over…

view email in a

single environment.

97%

#MarketoTour

Mobile is driving email innovation…

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in cross channel experiences…

Opens App

if Installed Link to App

Store if not Detect

Device

Web

Version

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in visual design…

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in coding standards…

@media support across mobile apps

iPhone native yes

iPad native yes

Android 2.1 native no

Android 2.2 native yes

Android 2.3 native yes

Android 4.x native yes

Gmail mobile apps no

Mailbox iOS app yes

http://stylecampaign.com/blog/2012/10/responsive-email-support/

Yahoo! mobile apps no

Windows Mobile 7 no

Windows Mobile 7.5 yes

Windows Mobile 8 no

BlackBerry OS 6 yes

BlackBerry OS 7 yes

BlackBerry Z10 yes

Kindle Fire native yes

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in calls-to-action…

3

3

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& in social media integration.

3

4

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Proprietary & Confidential. © 2013 Trendline Interactive. All rights reserved

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Care

1. Listen

2. Make others interests primary (aka – focus on customer needs)

3. “Sharing is caring”

4. Do something unexpected

5. Pick your battles

6. Don’t just talk about it… do it.

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Thank

You.