Did you party like it was 1999 last night? Well if you did you have now realized that you did wake up this morning and you do have a screaming headache. The world is still standing, but you might need to lay down after that doomsday party you attended. Throwing caution to the wind; participating in the wheel of beverages. Shots? Never a good idea, but why not since the Mayan calendar essentially gave you the freedom to make different decisions. Were you burning down the house? Hmmm, that reminds me of a song.
Well, we made it. We are all still here. Now what?
If you put off any decisions on what your e-mail strategy will be in 2013, time to get on it. Grab that mug of piping hot coffee and let’s get going.
- Mobile, relevant content, and multi-channel touch points become the mainstays of effective email programs in 2012. 2013 will be the year that email marketers will need to optimize and grow by addressing their subscribers’ changing habits
- Effective marketers will focus on customer centricity, relevant content, and multi-channel, data-driven lifecycle programs
OK, got it. But how?
- Triggered email programs are critical – Now go multi-channel
- Add SMS, mobile application push notification, or frequency from display ads to your email
- Determine where multi-channel touch points can be most valuable. SMS is great at driving a sense of urgency through a last-minute reminder, while targeted display excels at reinforcing value while customers are deciding
- Go multi-channel – Yes I am repeating myself. As we know in advertising, frequency is important
In 2013, the majority of e-mail will be opened on a smartphone. Thus, “mobile-friendly” scalable templates will no longer be enough. You will need to rebuild your templates to account for responsive design. Responsive email design is the only truly mobile-first strategy. Get on it now.
Why responsive design? Econsultancy reports that 63 percent of Americans and 41 percent of Europeans would close or delete an email not optimized for mobile. Therefore, if you don’t get mobile, your emails will be relegated to the digital circular file.
Thanks for your support and readership in 2012. Have a great holiday season and happy new year. And just remember
“The Mayan calendar goes no further – My friend I’ll say it clear – I’ll state my case of which I’m certain – I’ve lived a life that’s full – I traveled each and every highway – And more, much more than this – I did it my way – Regrets I’ve had a few – But then again too few to mention – I did what I had to do – And saw it through without exemption – Yes there were times I’m sure you knew – When I bit off more than I could chew – But through it all when there was doubt – I ate it up and spit it out, I faced it all – And I stood tall and did it my way”
My Way by Frank Sinatra (With a few modifications)
So this is it. The end of the world according to the Mayans. Were they Red Sox fans? Did they do this?
Probably not. 🙂
Well I think we will be doing this again tomorrow. But just in case, here is a classic for you from REM. Enjoy.
Great new stuff from Return Path on mobile open rates and what is happening around the globe.
Return Path is the worldwide leader in email intelligence. Their solutions utilize the world’s most comprehensive set of data to maximize the performance and accountability of email, build trust across the entire email ecosystem and protect users from spam and other abuse.
In their most recent study, mobile continues to extend its lead on open rates.
But behavior by country differs considerably. North America leads in mobile opens:
And Apple’s IOS is by far the dominant operating system for mobile opens.
For more information check out the infographic:
Android and iOS account for almost 90 percent of the global smartphone market. They control a similar share of the U.S. smartphone market, the world’s largest by revenue.
In a recent report from BI Intelligence (www.businessinsider.com), it is clear that we live right now in a mobile world dominated by Google and Apple. Can there be a number 3?
- Microsoft – It launched Windows Phone in 2010, and tablet-friendly Windows 8 this year. It is experienced in building developer communities. However, Windows Phone has so far only managed a paltry 3 percent platform market share.
- Amazon – A smartphone would be a natural extension of Amazon’s distribution empire, and its Kindle Fire tablet play. Amazon has 106 million unique visitors accessing its sites, many of them with credit cards on file.
- Samsung – Its dependency on Android may become a liability and push the South Korean manufacturer into the platform business. Samsung’s strength is its hardware sales prowess — Samsung shipped over 56 million smartphones in the third quarter of 2012.
Blackberry? Dead. Check out John Belushi and insert Blackberry for Niedermeyer.
With less than three weeks until Christmas, the majority of U.S. consumers (87 percent) plan to avoid crowded stores and malls and plan to cybershop from the comfort and convenience of home, according to a new survey by Verizon. – www.verizon.com
Of these stay-at-home shoppers seeking to check off holiday shopping lists while reducing stress, 21 percent plan to shop online while relaxing on their couch, 8 percent will shop while in bed, and 50 percent will do so while at their home-office desk.
Who is the Borderless Consumer?
When compared with all consumers, the preferences of digitally-savvy, borderless consumers are somewhat different. More of them (31 percent) plan to make purchases while on their couch, or in bed (9 percent). Slightly less (45 percent) will do so from their home-office desk.
Ho, ho, ho. Enjoy the shopping.
Not yet but close.
Mobile apps has overtaken browsing on the desktop web, it’s starting to challenge television, Flurry says. The San Francisco-based mobile analytics startup says that consumers are spending 127 minutes per day in mobile apps, up 35 percent from 94 minutes a day in the same time last year. At the same time, desktop web usage actually declined slightly by 2.4 percent from 72 to 70 minutes.
This means that U.S. consumers are spending nearly two times more time in mobile apps than on the web. And this time spent is now starting to challenge time spent watching TV. Flurry estimates that the average U.S. consumer watches 168 minutes of television per day, based on data from the United States Bureau of Labor Statistics for 2010 and 2011.
Check out www.flurry.com to learn more about mobile application.
Bring out your dead. In Monty Python‘s classic movie The Holy Grail, it was time to bring out your dead:
Well, for a while industry experts were writing off e-mail as a dead medium. Not so fast there mate. The reality is quite a bit different.
- There are 3.3 billion email accounts (social media – 2.7 billion accounts)
- Email is the most dominant way of sharing information with more than 100 trillion messages sent a year
- According to the Direct Marketing Association, firms made an average of $40 for every dollar spent on email marketing in 2011. This is sure to go up given the impressive results so far this holiday season
E-Mail – Definitely not dead. Alive and well.