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#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.