Inboxes are evolving.
Mobile
Source: Litmus.com
Worldwide Mobile represents 44% of email opens
WeddingWire’s Engaged Couples Mobile represents 65% of email opens
Top Email Clients Used by WeddingWire’s Engaged Couples iPhone
40%
Android
17%
Gmail (webmail)
11%
iPad
8%
All others (Yahoo, AOL, Outlook, Hotmail combined)
24%
Click-through Rate 10% higher Open Rate 25% higher
70% of subscribers delete emails that are hard to read on their phone
Source: ExactTarget
Mobile-friendly emails have‌ 1. One column of content 2. Big, tappable buttons 3. No clutter 4. Large fonts against a contrasted background
#1 Rule: “No pinching.”
Personalization
Personalization 1.0: Hi Matt Byrd,
Personalization 2.0 and beyond‌
Customer: Me 25-year-old male Spends an unreasonable amount of money online shopping
d “Write what you know.” n e S
Be helpful, not creepy. User data should influence your emails, not be the content of them.
The New Inbox
Gmail’s New Tabbed Inbox 1. 2. 3. 4. 5.
Primary Social Promotions Updates Forums
What does it affect?
- Marketing emails sent through email service providers - System notification emails - Gmail app & on the web
What doesn’t it affect?
- Your one-to-one emails with clients & prospects - iPhone mail app & Android mail app
Early Effects on Open Rate
r a e o To
! l l e t o ly t Source: MailChimp.com
Spam‌
Not what it used to be.
SPAM: A Chronology
1937
1970
2005
2013
21% of email recipients report email as Spam, even if they know it isn’t
43% of email recipients click the Spam button based on the email “from” name
69% of email recipients report email as Spam based solely on the subject line
Source: Jay Baer, Convince & Convert
Old Rules
- Avoid free/$$$/Canadian pharmaceuticals in subject - Don’t use too many exclamations New Rules - Subscriber engagement with your emails matters - Less emphasis on content filtering
No matter how the inbox changes, one thing will remain the same. Email is a communication channel, not an advertising platform.
See you in your inbox!