the value of email, mobile & social in south africa
DESCRIPTION
A look at the value of email, mobile and social marketing in South Africa: email, mobile and social. Highlights: • Email, Mobile & Social – The Facts and Figures • Email Marketing ROI – Show Me the Money • The Social Inbox – Complement not competeTRANSCRIPT
The value of
email,mobile,socialIn South Africa
The Current SA Landscape - Online
Population: 51 700 000 Million
14 000 000 online users = 27% penetration rate
9,4 Million 5,5 Million 2,7 Million
18% 10% 5%
Source: http://themediaonline.co.za/2013/07/fourteen-million-internet-users-in-south-africa/Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continentSource: http://www.adlip.com/market-5-5-million-active-s-twitter-users-2014/Source: Bluemagnet – The state of social media in SA 2013
@Everlytic #markex201
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@Everlytic #markex201
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Online Behaviour - Email
Email Facebook News Other Social Networks
Browsers Twitter0
10
20
30
40
50
60
70
80
90
100
What is the first thing you do when going onlineWhat is the second thing
78 % of people read their emails first thing in the morning.
Source: Everlytic, Demystifying the inbox research study 2012
Behaviour -Email @Everlytic #markex201
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Source: Everlytic, Demystifying the inbox research study 2012
Behaviour -Email @Everlytic #markex201
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61 % of people constantly check their email.
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So where does email marketing fit in?
Email Marketing @Everlytic #markex201
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Source: http://www.business2community.com/email-marketing/email-marketing-dead-0903273#!UQCi8
Email Marketing @Everlytic #markex201
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Source:2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Lets Understand WHAT Email Marketing Is.
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Email marketing is:
• Reputation management tool
• Trusted and widely used• Used for lead
generation• Customer centric• Personalised
Email marketing is not:
• Spam!• Dead• For brand awareness• Company centric• Impersonal
Examples @Everlytic #markex201
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But what devices are people using now to view messages besides desktops?
Email Viewed on Tablets and Mobile
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5,98% of people are viewing their emails on tablets
52,97% of people are viewing their emails on mobile phones.
Source:Source: Demystifying the inbox: research study 2012
The SA Mobile Landscape @Everlytic #markex201
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Source:Source: Demystifying the inbox: research study 2012
Active Smartphones: 16
300 000
Active subscriptions: 68
390 000
The SA Mobile Landscape @Everlytic #markex201
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Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent
March April May June July August September October November December15,000,000
15,500,000
16,000,000
16,500,000
17,000,000
17,500,000
18,000,000
18,500,000
19,000,000
29%
30%
31%
32%
33%
34%
35%
36%
37%
Smartphone Usage @Everlytic #markex201
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Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf
Responsive Design @Everlytic #markex201
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Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf
Why @Everlytic #markex201
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Source: http://blog.cakemail.com/html-vs-plain-text/
Why @Everlytic #markex201
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If an email doesn’t look good on a mobile device,
a whopping 80% of people will delete it
without reading it
HTML Vs Plain Text @Everlytic #markex201
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HTML stands for HyperText Markup Language. It’s the way web pages and email templates are coded so that text is formatted and images are added.
Plain Text is regular text, with no formatting options such as bold, italics, underlines, or special layout options.
Source: http://blog.cakemail.com/html-vs-plain-text/
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Where social media meets email marketing…..
Social Needs Email @Everlytic #markex201
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Email From Social Are Sent To Us @Everlytic #markex201
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The World of Zando…… @Everlytic #markex201
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The Difference Between Social And Email
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Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/
It All Fits Together @Everlytic #markex201
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Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/
@Everlytic #markex2014
Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent
Wrapping Up
Search Content (Educates)
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Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent
Wrapping Up
Google Search
Content (Educates)
NewslettersAnnouncementsTransactional mail
Email Content(Engages)
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Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent
Wrapping Up
Twitter – Information portalFacebook -
NewslettersAnnouncementsTransactional mail
Search Content (Educates)
Email Content(Engages)
Social Content(Entertains)
POPI @Everlytic #markex201
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What is this mailer missing?• Explicit consent
– Can send one mail to gain consent
• Footer– Complaints link– Unsubscribe link
• Company Details• Buying of database?
Some future insights @Everlytic #markex201
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Source: http://imsoup.com/11513/the-state-of-email-marketing-dos-and-donts-for-your-success/Source: http://davidboozer.com/a-blog-is-your-email-marketing-campaign-publish-hit-send/
• The use of email filters is increasing.• Younger demographics (18 to 44 years)
show less tablets and more smartphones• Video in email• Remarketing and email.• A blog is your email campaign
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Case Studies
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Drive traffic to the website
Increase sales
Encourage repeat purchases by existing clients
Email generates 10% of wantitall.co.za’s total sales.
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4The Obama Campaign
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Thank You
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