ADAPTING EMAIL MARKETING FOR THE POST-PC WORLD

Josh Boaz: Managing Director, Direct AgentsDan Quintero: Co-Founder, AdStack

Agenda

Experience

Defining Terms

Current State of the Post-PC World

Why Mobile?

Why Mobile Email?

Challenges and Opportunities of Mobile Email

Case Studies

Questions

About Direct Agents

Founded in 2003

Named to the 2012 Crain’s Fast 50 List of privately held companies in New York

Listed as a top Direct Marketing Agency in Direct Marketing News’ 2012 Agency Business Report

Accountable media buys- Expertise managing large scale campaigns tied to performance

Developed relationships with top tier email and mobile publishers

Our Full Service Agency Approach

About AdStack

Real-Time email optimization – always show the most engaging content

A/B/n test email campaigns as they run – eliminate the need for split sends

Segment users with proprietary and third part data on-open

Viewing experience optimized per device – Android, iPhone, Tablet, Desktop

Built in performance and analytics dashboards

Actual performance increases:+50% Increase in CTR vs. Single Content+28% Increase in CTR vs. Traditional A/B/n Testing

+53% Revenue

Defining Terms

Email Marketing

Acquisition email vs CRM email

What is the Post-PC World?

By 2013, mobile devices will overtake PCs as the most common web access device worldwide (Gartner, 2010)

What is Mobile?

Smartphones

Tablets

Current State of the Post-PC World

Smartphone and media tablet sales are increasing dramatically

• 660 million smartphones and 106 million media tablets forecasted to be shipped globally in 2012, up 33% and 53% from 2011 respectively

44% of all Americans age 12 and over own a smartphone, representing half of all cell phone owners (Edison Research, 2012)

Current State of the Post-PC World

Approximately 70% of smartphone users purchase from their smartphones every month, 30% of purchasers spend $20 or more

Current State of the Post-PC World

Approximately 80% of tablet users purchase from their tablets every month, 46% of purchasers spend $20 or more

Current State of the Post-PC World

Android is the dominant mobile operating system among smartphone users, iOS is a close second

Recent buyers are mainly split between Android and iOS with Android slightly ahead

Why Mobile?

Reach your target customers with the right message at the right time, no matter where they are.

According to ComScore there are over 100 million smartphone users in the US

Forecast from eMarketer predicts the number of US tablet owners to more than double from 33.7 million to nearly 70 million in 2012

Why Mobile?

Advanced ad targeting including by geo-targeting, operating system, device, time of day, content or keywords, demographics and more

Sophisticated campaign tracking and analytics tools available

Why Mobile Email?

669.5 million people used mobile email in 2011 and the number is expected to grow to 2.4 billion by 2016 (Portio Research, 2012)

According to a study by ReturnPath, email opens on mobile devices (smart phones and tablets) grew 82.4% in the past year and is currently on track to surpass both webmail and desktop email views by as early as this summer

Of the 27.39% of emails opened using a mobile device, 20.63% of emails were opened on a smartphone, with 6.76% being opened on a tablet (Knotice, 2012)

Source: Litmus, 2012

Why Mobile Email?

43% of mobile email users check email four or more times per day compared to 29% of those who do not use mobile email (Merkle “View From the Digital Inbox 2011″)

Over half (56 percent) of U.S. consumers said that they’ve made at least one purchase using their smartphone as the result of a marketing message they received in a mobile email (ExactTarget, 2011)

If all US Mobile Internet time were condensed into one hour, how much time would be spent in the most

heavily used sectors?

Challenges & Opportunities that Advertisers Face with Mobile Email

Timing of emails- When is the best time to send an email?

Design quandary- Should you design your creative for the mobile opener or for the desktop user?

New opportunities- How to take advantage of mobile devices to drive different user behavior from email marketing.

Timing of Emails

Previous thinking: Time emails so they arrive and are at the top of the inbox for subscribers when they arrive at work

Challenge: Users are now checking their emails as soon as they wake up, while at work, on their commute home, or while lounging on their couch in front of the TV

Influence of Smartphone and Tablet Devices on Time of Day

Influence of Smartphone and Tablet Devices on Day of Week

Solution for Email Timing

Define your target audience

Analyze your opens, clicks and conversions rates

Optimize your send times

Optimize your content on-open

Daypart Your Emails in Real-Time

AdStack Fingerprinting Technology – email content optimization

Load promotion/offer/content to be served based on time of day

Indicate time slots for email content

Time-sensitive email content served on-open with dynamic conversion flow

Recipient Opens Email

PublisherSends One

Email

MobileDecisionEngine

Design Quandary

Challenge: Should you design your creative for the mobile opener or for the desktop user?

63% of Americans would either close or delete an email

not optimized for mobile (Knotice, 2012)

Out of all mobile openers, only 2.39% of individuals opened the email on both a desktop and mobile device (Knotice, 2012)

Case Study – 3rd largest daily deal site

Experiential and visualization heavy email templates

30%+ opening on mobile device

75% lower CTR and 80% lower conversion rate

Mobile CreativeMobile Creative

Desktop CreativeDesktop Creative

Solution: Real-Time Device Targeting & Optimization

Recipient Opens Email

PublisherSends Email

Desktop Landing PageDesktop Landing Page

Mobile Landing PageMobile Landing Page

• Send one email campaign that automatically displays device-specific content (mobile vs. desktop vs. tablet, Android vs. iPhone)

• Automatically test and optimize multiple creatives and landing pages per device ClickClick

ClickClickWhen recipient opens email, mobile decision engine detects the device and displays the appropriate creative

MobileDecisionEngine

Results – Device specific content and conversion flow for tablet, smart phone, and desktop

300% increase in mobile device CTR (21% overall)

70% increase in mobile device CVR (180% overall)

238% increase in revenue per email

New Opportunities

Now: Drive smartphone users to call

Incorporate a click to call option driving mobile email openers to call your business or call center upon receiving your email

Now: Drive users to their mobile device

Encourage desktop users to input their mobile number so their phone will get a calendar reminder SMS message

Add a link into emails received by somebody on their mobile device that will automatically add to their phone a calendar reminder

Previously: Email has been utilized to create awareness, encourage a sign-up or sale

Case Study –

Merchant discovery / geo-fencing shopping mobile application

Drive app download through targeted email CPM sends

Maximize efficiency of sensitive budget towards application download

Solution - Drive Desktop Email Users to Mobile App Installs

Direct desktop email recipients to a landing page that encourages an app install using the InstallToMobile website widget.

InstallToMobileDevice

Detection

1 2 3 4User clicks Install To Mobile

User enters mobile phone number

User receives a TXT with device-specific link to app

User is redirected to correct app store

User enters mobile number

Facebook info is pre-filled

Results –

Device specific content and conversion flow for desktop and mobile

Converted 13% of desktop opens to mobile device download without additional remarketing efforts

Reduced cost-per-download by over 3x with desktop-to-mobile installs

Creative Design & Optimization for Mobile

Keep in mind mobile users are on the go, they have shorter attention spans

Mobile users are looking at your email on a smaller screen

Utilize a clear visual and clear call to action

PC Version Mobile Version

Mobile Creative Examples

PC Version Mobile Version

Key Learnings

Mobile is a rapidly growing medium- it is too important to neglect

Take into account open, clicks and conversion rates when determining the best time or day to send out an email campaign

Utilize real-time device targeting and optimization in order to boost email effectiveness and conversions

Take advantage of unique mobile features and incorporate these into your email campaign

Keep mobile email designs simple and to the point

Thank you for your time.

Questions?

Josh Boaz

Managing Director

Direct Agents

Josh@directagents.com

Dan Quintero

Co-Founder

AdStack

dan@adstack.com