The New Inbox & Other Email Innovations

Part II

Why Should I Care?

89.6 million Americans used their mobile

phone to access email from Sept-Nov 2011

(comScore)

Case Study

• Through device tracking, BrightWave has seen a trend through our B2C client base

of increased smartphone usage

• Many B2C subscriber lists are seeing usage in the range of 13 - 15% for just

iOS (iPad & iPhone) and Android mobile operating systems

• BrightWave also discovered that at certain times of the day these smartphone

users could represent 30% or more of the people who opened campaigns

(e.g. 5pm - 9pm/et)

• With such a high rate of engagement, BrightWave recommended

and implemented a mobile enabled email campaign for Ted’s

Montana Grill.

• This campaign, leveraging BrightWave's proprietary methodology,

distributed an email that was able to deliver alternate layouts and

content for multiple devices, in real-time. If a user opened the

email on a desktop they received a desktop version, and if they

opened it on one of these smartphone devices they received a

version optimized for that device.

• About 1 - 2% of the total list opened on both a desktop and

mobile device so in turn were exposed to both sets of

content.

Mobile Enabled Email

One email that reformats itself when opened on different

devices. Email creative /content is optimized for the device

in real-time.iPhone

Outlook 2010

Increased Results

One email that reformats itself when opened on different

devices. Email creative /content is optimized for the device

in real-time.iPhone

The results were a 6.5% (average over two

campaigns) incremental lift in primary call to action

over the test groups. Lifts in some of the secondary

calls to action (including subscribing to social media

channels [e.g. 30% lift to Facebook] were much

higher.

The New Inbox

Honeycomb

iOS5

Email Opt In?

Email Opt In?

Thousands of New Acquisition Opportunities

• Email – Messaging/Conversion/Awareness Platform

Why Should I Opt in/Read/Click?

Average Open Rate: 23%

Click Rates 6%(Epsilon 2011)

• Social – Engagement Platform

Why Should I Like/Follow/Check In/Read/Click?

Know Thy Platform

• 55% of marketers stated that they have fan pages on

Facebook (Relevancy Group, 2011)

• 41% of those with branded fan pages are acquiring email

addresses on them (Relevancy Group, 2011)

• 41% of B2B companies are acquiring customers through

Facebook (Hubspot, 2011)

Tapping 800M Users?

Who checks email the most?

Facebook

Facebook

Use One Platform to Build

Lists & Drive to Preferred

Distribution Channel

Facebook Drives Email

When in Rome…

QR promotion in-store

Aisle Hanger

MobileSign-up

Email Coupon

QR Code prominently placed on hanger to attract

smartphone users. Back-up URL for those without QR

code scanner would also be placed on hanger.

Location

Location

Google+

Google+

Google+, It’s about the Circles

Email Nerds

176

People who

are dead

to me

5

People who

have read

my book

2

Ex-

girlfriends

who stalk

me

40

People I met

in the parking

lot

5

Social

Ninjas

7,344

Family

18

Family that

will never

know what

Google+ is

17

• Circles, what does this mean for brands?

• Further conditioning users to partition communication

• Increases the importance of segmenting email list to increase relevancy

• What circle willyour brand land in?

Google+, Segmentation

Email’s Effectiveness in the Eyes of the CMO

30

Free White Paper

31