THE EVOLVING INBOX

Kath PayStrategic Consultant, DM Inbox

@kathpaykath@dminbox.com

Who am I?

#1 More types of Inboxes

#2 Portable Inboxes

Emails on Mobiles

Mobile readers are more sticky because of the ‘killing time’ factor (Nielsen Norman Email Newsletter Usability Report 2010)

Growing usage

13.36% subscribers read email on mobiles, with 65% of that activity being the iPhone

November 2010 30% of mobile users accessed emails on their mobile – an increase of 36% from the previous year(USA)

ComScore MobiLens

Mobile Email usage increases by 47% (Australia)Acma.gov.au

Check your Readership

www.litmus.com

Consider a Mobile Version

#3 Facebook’s new messaging system

Prediction

50% of consumers will begin to use a Facebook .com address

The Relevancy Group: The Social Inbox – The Impact of Facebook Messages on Email Marketing

Text version is default

....Click expand

Facebook Messaging

No Subject Lines60 character line limitURLs are not automatically turned into web linksDelivery to ‘Other’ email inbox unless they have ‘liked’ you

#4 Hotmail Active Views

“The other type of Active View comes from websites that provide you up-to-date information and content that you can interact with. These messages are like mini-websites in your inbox. So when you open these messages and interact with them, it’s like you have gone to their website. If you don’t click anything inside the message, they’ll only know that you opened the message and what your browser settings are”

Happens by default....

Interactive email

#5 Your inbox may not be as it seems

Measure who’s viewing in what

#6 ISP’s facilitate inbox management

More important than ever…

Every little helps

Make it easy for them

#7 Deliverability based on engagement

1. Message read, then deleted

2. Message deleted without reading

3. Message replied to

4. Frequency of receiving

Hotmail snapshot

Gmail Priority Inbox

1. Based on Google’s Prediction2. Starred mail3. Interaction with the email

Not for the faint-hearted – Gmail’s secretshttp://www.google.com/buzz/goog.research.buzz/DvRkTRUBSys/This-paper-is-short-but-sweet-and-quite-accessible

Priority Inbox snapshot

Intelligent Inboxes need...

Intelligent Messaging

http://www.litmusapp.com

Get their attention

From Field Subject Line

Preview Pane

Welcome Programmes

Day 1 of subscription

Maximise this fabulous opportunity

Day 3 of subscription

3 emails in 6 days

Day 5 of subscription

Intelligent Inboxes needs...

Intelligent Design

Utilise the Pre-header space

Overcomes image blocking

Use snippets wisely & stand out in the crowd

Intelligent Inboxes need...

Interaction

Make it easy to interact

Don’t hide the CTA behind an imagePlace the CTA within the preview paneTest your copy, offer and placement

Measuring engagement

Price of un-engagement

Thank You

Kath PayStrategic Consultant, DM Inbox

kath@dminbox.com+44 (0) 20 8297 8299@kathpaywww.linkedin.com/in/kathpay