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
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
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.
What impact is mobile having on our behavior? What changes have happened because we have these cool, powerful smart devices with touchscreens and more information that we could ever imagine right at our fingertips? How quickly do we respond? How quickly do we search for more information? Well if you are like me, we are very quick on the trigger finger. Do you see what I did there? 🙂
A few stand out stats:
There are currently 6 Billion mobile subscribers worldwide
This equals 87% of the world’s population
China and India account for 30% of this growth
There are over 1.2 Billion people accessing the web from their mobiles
Over 300,000 apps have been developed in the past 3 years
Google earns 2.5 Billion in mobile ad revenue annually
These are just some of the compelling reasons why you can’t afford to ignore mobile as a platform now. Thanks to the guys at Trinity!
86%? Must be some men in that statistic. Hmm, thought we could not multi-task? Actually we can’t as we can only pay real attention to one screen at a time. 🙂
In the US 25% of internet users are mobile only. So it is the only way they access their mail, web, photos etc. As most of us are still using both the PC and our mobile devices, this is an amazing statistic.
There are significant cross-cultural differences in how we use our mobile devices. Check it out.
Capturing our attention these days is also quite difficult. However when you do, stuff happens:
Amazing statistics for an amazing, transforming technology. Check out the full infographic at:
So we learned a bit yesterday about some of the concerns around the rapid shift to mobile e-mail. Challenges across devices and operating systems make deployment more complex for sure. Grabbing the audience by the neck and getting them to respond, reply, engage, like you on Facebook, visit you on Twitter, buy something from you on Pinterest or pass along your offer to a friend that they know is in the market for your product, now this is where it gets really interesting. How do you incent this behavior? How do you drive ‘customer engagement” so that their “expressions” about your company and products are positive and they convey messages that will prompt others to consider your products over another?
So how do you breakthrough and distinguish your business in this rapidly changing technology and consumer engagement battle? Here are some very helpful tips that will provide you with a foundational approach to mobile e-mail.
Hope you learn a few tips and tricks on how you can be more successful with your mobile e-mail efforts. Thanks again to our friends at www.litmus.com.
As we all know, the spike in smartphone adoption is changing the way users interact with their mobile devices. We use the phone but that has become secondary to all of the other capabilities these amazing little devices have. With penetration rates continuing to climb, more and more people interact with their smartphones as the first access point to information, e-mail etc. because it happens in real-time and provides both valuable utility, such as directions, prices, and reviews as well as breaking news and information.
How many times do you look at your smartphone everyday? Most people look at their phone about 150 times a day, (that’s roughly once every 6.5 minutes), according to Qualcomm CEO, Paul Jacobs. Those glances are to check incoming e-mail and text messages, but also to browse the mobile web.
So what is really going on here. We are at the forefront of a social behavior change phenomenon. How we communicate with friends and family, how we shop, how much time we spend, how many devices are being replaced by one, shop, how marketers communicate with us, how a marketer measures their advertising spending, how breaking news is distributed and so on. We have all been empowered by these amazing devices.
Check out these fun facts:
The end of the desktop?
Looks like we are now multi-tasking all the time:
With just an iPhone we can replace many devices and save big bucks:
One of my favorite classic rocks band is The Who. Had the opportunity to see them at Madison Square Garden. Best concert I have ever seen. When the album Quadrophenia was released, I think it was the only album I listened to in the car for at least a year. Awesome band. To this day my best friend Armand still interjects “Tommy, can you hear me” into his conversations. Don’t question this, just accept it as he is one of the funniest people on the planet. You just never know where he is going to take you or what historical party reference he will make. Only have to worry when he starts to sing. As Dirty Harry said, “A man has to know his limitations”. 🙂
Who’s Next of course is one of the great albums of all time. With all of the happenings in the mobile world these days, some facts to follow, it reminded me of the classic Who tune, “Goin’ Mobile”. Were they ahead of their time or what?
I’m goin’ home – And when I wanna go home – I’m goin’ mobile – Well, I’m gonna find a home – And we’ll see how it feels – Goin’ mobile – Keep me movin’ – I can pull up by the curb – I can make it on the road – Goin’ mobile – I can stop in any street – And talk with people that we meet – Goin’ mobile – Keep me movin’ – Out in the woods – Or in the city – It’s all the same to me – When I’m drivin’ free, the world’s my home – When I’m mobile – Hee, hoo! – beep beep!
Goin’ Mobile – The Who
The explosive growth of smartphones and the incredible capabilities provided by these devices has and will continue to have a profound effect on our society and behavior moving forward. As we become more and more comfortable on our smartphones and tablets and as penetration rates continue to accelerate the entire landscape for customer engagement will be transformed. It is not an if, it is only a when. The combination of powerful devices and social communications places more and more of the power in the hands of consumers. Do you have a mobile ready web-site? Do your e-mails, graphics, offers transcend the PC world and render in a meaningful, actionable way to influence your consumers at their moment of truth?
Here are some interesting facts about Goin’ Mobile:
Very dynamic changes happening, and we are just scratching the surface.