4. CAMPAIGN RESULTS
Inbox
Bulk
Placement
Subject
Line
Open
Rate
Δ
Click
Rate
Δ
Placement
Δ
Δ
Campaign
1
–
Subject
0%
-‐39%
0%
-‐46%
Line
With
♥
Symbol
Campaign
2
–
Subject
10%
78%
-‐1%
-‐1%
Line
With
@
Symbol
Campaign
3
–
Subject
11%
17%
0%
9%
Line
With
♥
Symbol
6. IMPLEMENTATION CONSIDERATIONS
> Perform
extensive
plaWorm
tesXng,
or
risk
showing
a
“?”
or
box
> Test
small,
simple
icons
> Monitor
inbox
placement
and
bulk
folder
placement
closely
> Be
prepared
to
re-‐launch
• Do
not
send
extremely
Xme
sensiXve
content
because
of
risk
of
blocking
6
9. CAMPAIGN RESULTS
> During
criXcal
sales
period,
online
retailer
tested
• Mobile
vs.
PC
creaXve
• Past
60
day
mobile
openers
vs.
PC
openers
> Mobile
creaXve
delivered
283%
lib
in
order
rate
over
PC
creaXve
to
mobile
openers
> Overall
order
rate
(conversion/clicks)
was
highest
for
mobile
openers
receiving
mobile
creaXve
9
10. OPENERS BY DEVICE FOR HIGH VOLUME
MAILER – APRIL 2011
iPad Other
8% 2%
Android
8%
iPhone PC
19% 63%
11. IMPLEMENTATION CONSIDERATIONS
> Android
does
not
autoscale
> Design
for
touch
screen
> Reduce
content,
text,
images
• Use
one
column
no
more
than
320
px
wide
> Increase
font
sizes
to
12-‐14pt
> Click
through
to
mobile
opXmized
landing
pages
11
13. HOTMAIL ACTIVE VIEWS VIDEO IN
EMAIL
GameStop
Weekly
Ad
With
New
Game
Preview
Email
Source:
The
Retail
Email
Blog
13
14. HTML 5 VIDEO GIF IN EMAIL
Fingerhut
Web
Exclusive
Product
Site
Demo
Email
Source:
Priority
Results
Blog
14
15. SUPPORT FOR VIDEO
> Selected
email
clients
support
full
video
w/audio
in
email
(35%
-‐
65%
of
list):
• iPhone,
iPad,
iPod
Touch,
when
email
opened
in
naXve
mail
client
• Android
tablets
running
Honeycomb
(3.x.x),
when
email
opened
in
naXve
mail
client
• Hotmail,
when
viewed
in
an
HTML5
compliant
desktop
web
browser
(IE9+,
Firefox
3.5+,
Chrome,
Safari
3.1+,
Safari
3+)
• Hotmail,
when
viewed
in
web
browser
on
all
iOS
and
all
Android
releases
• Apple
Mail
4
• Outlook
for
Mac
2011
• Thunderbird
Source:
Only
Influencers
Blog
16. IMPLEMENTATION CONSIDERATIONS
> Two
opXons:
• HTML
5
video
tag
• Link
to
video
file
streamed
on
server/Akamai
> Most
popular
format
is
Mp4,
but
consider
mulXple
formats
> Videos
work
best
on
iOS
devices,
especially
iPhone
> Keep
video
short
> Test
extensively
> Resist
the
temptaXon
of
autoplay
> Create
enXcing
“fallback
content”
screen
shot
16
21. IMPLEMENTATION CONSIDERATIONS
> Include:
• Profile
informaXon
• Channel
contact
preferences
• SubscripXon
management
> Long
implementaXon
Xmelines
because
of
unexpected
complexity,
data
integraXon
and
poliXcal/ownership
issues
> Consider
dynamic
visual
design
• Vary
based
on
entry
point
(email,
site
ad,
etc.)
or
user
segment
> Plan
for
administraXve
funcXonality
• Edit
data
collected
• Respond
to
customer
inquiries
> Feature
real-‐Xme
recogniXon
• Sync
to
database
instantly
21
30. IMPLEMENTATION CONSIDERATIONS
> Include
Pinterest
link
with
share
to
social
links
> Include
popular
pins
in
email
campaigns
• Audience
determines
what
resonates
with
people
• Integrate
comments
from
popular
pins
• Tie
specific
Pinterest
boards
to
email
calendar
• Leverage
popular
Pinterest
videos
as
email
content
> Source:
The
Magill
Report
Blog
–
“Email
+
Social:
IntegraXng
Pinterest
and
Email,”
February
14,
2012
30
32. WHAT DOES THE FUTURE HOLD?
> Real-‐Xme
content
management
for
inboxes
• No
longer
freezing
content
at
the
Xme
of
send
• StaXc
email
content
evolves
into
real-‐Xme,
Web-‐like
pushes
• Device
detecXon
opXmizes
creaXve
presentaXon
> Inbox
restricXons
are
clearing
• Gmail,
Windows
Live
Hotmail
and
Yahoo
Mail
are
loosening
the
reins
on
what
marketers
can
execute
in
the
inbox
• Hotmail’s
AcXve
Views
plaWorm
pilot
allows
transacXons
and
video
within
a
message
> Email
ad
exchanges
emerging
> Source:
Forrester
–
“Emerging
InnovaXons
In
Email
MarkeXng,”
August
19,2011
32
34. CAMPAIGN RESULTS
> Large
publisher
uses
a
complex
decision
engine
for
direct
mail
and
email
management
• Based
on
scoring
/
lookalike
models,
selects
– Outbound
channel
(email
or
direct
mail)
– Timing
– Offer
• Builds
creaXve
from
library
of
assets
and
templates
• Outputs
daily
files
to
mailhouses
and
email
vendors
for
producXon
• Frees
markeXng
team
to
concentrate
on
innovaXon
> Achieved
increased
subscripXon
rates
with
decreased
costs
34
35. ACXIOM
> Founded
in
1969
> Public
in
1983:
NASDAQ
(ACXM)
> Headquarters:
Livle
Rock,
Arkansas
> 6,200
associates
worldwide
> FY
2011
revenue:
$1.160
billion
> Over
77%
of
total
revenue
is
from
clients
under
long-‐term
contracts
> Global
markeXng
services
and
technology
> Focused
on
audience
and
customer
engagement
> #1
U.S.
agency
/
#9
Worldwide
agency
(Ad
Age
2011
ranking)
35
