Post on 08-May-2015
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Using email marketing in a mobile and social world
And what you can do today to make the most of it
The Pure360 cause
We specialise in helping organisations get the best results from their email marketing.
We work with brands like The FT, Virgin, Innocent Drinks and over 1000 other organisations.
You won’t find a team more passionate about improving results together.
Our customers stay with us through choice not contract, they tell their friends about us but never their competitors!
The momentum is building
The number of smartphones sold now exceeds the number of PC’s
Incredible stats
25% of consumers research online before buying offline
Incredible stats II
89% of mobile purchases are on iPads!
1# Design for mobile
Consider:
• Pixel width• Size of buttons• Size of images• Fewer call to
Some live examples
Basic Better Best
Loads of new data
Name
Age
Gender
Address
ABC?
& stuff
Plus:
Device
Social Connectedness
When they shop
How they like to shop
2012
How to use these new attributes
Device impact
Dynamic campaigns
The sweet spot
Great customers
Android users
When and where - MATTERS
Quick easily digestible content
More in depth content to keep you entertained
Mobile email
• Mobile is driving more and more revenue – we as marketers need to start marketing differently to take advantage of this trend
• Track what device people are using – the send them content optimised for their device but also what you can infer from their device
• Design for mobile – loads of resources available
• Consider what “mode” they will be in when they get your email, wanting a full story or just a snapshot?
Mobile mobile
Interactive time
Getting digital isn’t hard
Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
People try and do too much
Don’t just add a social icon
Textbook example
Simple LinkedIn example
The principle is the same, stand out by sending something different and relevant.
Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
Driving email interactions via social
Don’t ask with no value
Give them a reason
Leverage those social relationships
Social and email together
Driving social interactions through email
Driving email interactions through social
Somail
The mashup
There are some general rules we can follow:
Twitter:
• Keep it short
Facebook:
• Make it sharable
• Relevancy is king
What to do with all that data?
Personalised campaigns using what you know:
Instead of “share this”
Try “click to share with your 540 friends”
Campaigns based on:
So what did we cover
Mobile
Design for it Use device information Consider the time – it’s really important SMS – use it digitally
Social
Focus on driving social interactions Use social to draw people into email Email and Social work really really well!
Thanks for listening
For more follow me on twitter or for specifics drop me an email
@marcmunier
marc.munier@pure360.com
Or come to our stand E8110 – look out for the smiley people :)