• Strategies for increasing engagement in the challenging inboxes of today and tomorrows of today and tomorrow

Beyond Gmail Tabs:

Loren McDonald, Silverpop

Gmail Tabs: Zombie Apocalypse? Or …

… Big Yawn?

Active Gmail users read moreGmail 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…”

Only 1 of many challenges!!!!!

Today’s Menu

Inbox Challenges

Subscriber-Focused AntidoteQ & A

Trends Affecting the “inbox”

Onboarding – Start them off on the right foot…

Devices / Screens

Mobility / Context

Mobile Apps

ISP FeaturesChannel Alternatives

Cadence

Distracted Consumer

Trends Affecting

the “Inbox”

Multiple devices used by your subscribers …

Small Medium Large

Leads to “screensize-apalooza”

iPhone2.3” wide

Galaxy Note II3.2” wide

Nexus 77.3” wide

BB Bold2.6” wide

iPad Mini5.3” wide

Excite 138.5” wide

Source: Justin Jordan, Litmus

Mobile is more than just design – “context”

Mobile apps for email add to the craziness

ISP/Web client controls

Growing channel alternatives

Nov 181 week beforeThanksgivingDay

Jan 2

Dec 25

51emails

37emails

T-DayTo

XMAS

Increased sending cadence from competitors

Increasingly distracted / multi-tasking consumers

But don’t freak out about what you don’t control

… rather, focus on what you DO control!

22

And creating more compelling customer-focused emails …

So, how do you break through to subscribers?

Onboard Subscribers

Create A Great User

Experience

Surprise & Delight

Subscribers

Increase Relevance for

Each Subscriber

Four Approache

s

Onboarding: Start subscribers off on the right foot

Onboarding – Start them off on the right foot…

Tell subscribers

what they are going to get …

and then deliver on

your promise.

Ask for More Information

Welcome Progression – But still generic …

Immediate3-7 days

7-14 days

Immediate

Stand alone

Email # 1Email # 2

Email # 3

3-part series

Cruise Site

Caribbean Mexico Alaska

Email Sign-Up

Welcome Email 1

Welcome Email 2

Mexico Offer

Welcome Email 3

Hawaii

BrowseGenericContent

Ooops

Email Sign-Up

Welcome Email 1

Welcome Email 2

Welcome Email 3

Welcome Email 4

Or you try to convert them on Alaska Cruise

Alaska offer – w/deadline

Includes current Alaska cruise offer

Includes survey/progressive

form

Includes current Alaska cruise video /

Testimonials

Using Web Tracking – marry browse behavior to email address

User Experience

Surprise and Delight

This Not This

Don’t make it hard for subscribers

Shipping Options – Return Policy – Gift Cards – 1-888-555.1212

Adding obvious navigation links during holiday season

Calculate everything for the consumer

Don’t make them think …

Answer obvious questions IN the email

Pre-Headers – Use Them to Your Advantage

Pre-header text continues from the

subject line question.

Do you have the touch?

39

Old mouse New mouse

Clean, simple HTML buttons

Responsive Design

Surprise and Delight

Surprise and Delight

43

Add some “white space”

51 emails46 days

But what are you going to do for me?

Pumpkin content “treat”

Pick Your Fit: Jeans for Every Guy

47

Get creative, use personality and humor

Get creative, use

personality and humor

Relevance – Leverage Behavior

Surprise and Delight

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

To know a person … watch what they do, not what

they say.

Danny Santagato

Subject Line PersonalizationFirst name personalization

Personalized Content Name and contact info for each customer’s personal rep

Dynamic Subject LinesThe subject line changes based on the type and duration of club membership

Individualized Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links

E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases

Website-driven ContentDirectly track each customer’s Web activity and prompt them to visit new areas of the site

Send Time OptimizationThe message arrives in each individual’s inbox at precisely the time that individual is most likely to check email

Data-driven Dynamic ImageImage is selected based on demographic and profile info

Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase

Truly Individualized Email Messaging

1 3

4

5

6

2

9

8

7

1

2

3

4

5

6

7

8

9

Birthday Email

2.0

Browse behavior-based retargeting

Visitor is Put Into a Simple Program

“For Him” Browse Retargeting Email

2.2% conv. rate vs 1.6% for Broadcast emails

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

Receives text/email messages for alerts in their homeAnnual Churn ~5%

Super User

Uses interactive services regularly

Annual Churn ~1%

Summary

Start subscribers off

right

Make it easy to do what

customers want

Wow subscribers

with awesome content

Leverage behavior to

drive individual relevance

A unified, behavioral-driven platform that lets marketers incorporate

every imaginable customer touch point, regardless of system or vendor,

into a single view that drives individualized, real-time content through the most appropriate channel.

Silverpop is the digital marketing platform that delivers superior overall return on relationship

powered by the deepest insight into the way customers behave.

Interested In Learning More?

www.silverpop.comsilverpop.com/marketing-resources

www.slideshare.net/silverpopTwitter.com/silverpop

Facebook.com/silverpop

Questions / Thank YouPresenter 1TitleCompanyPresenter 2TitleCompany

Loren McDonald

– Twitter: @LorenMcDonald– G+: +Loren McDonald– Pinterest: intevation

www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com