Presented at ExactTarget Connections 2011

1. DESIGNING
FOR
THE
MODERN
SUBSCRIBER
September
13,
2011
Todd
Wilson,
Senior
MarkeEng
Consultant
@toddwils

2. WHAT
WE’RE
COVERING
TODAY
• Who
is
the
“Modern
Subscriber?”
• How
are
they
reading
emails
today?
• What
it
means
for
you…
• Four
things
to
remember

3. THE
WAY
IT
USED
TO
BE.

4. HOW
IT
IS
TODAY.
Point-­‐of-­‐sale,
call
center,
.com,
third
party,
browser,
email,
social,
mobile…

5. WHY
DESIGN
IS
IMPORTANT.
“…as
the
differences
in
[products]
become
more
subtle,
companies
need
a
new
way
to
differenCate…
companies
expect
experience
to
be
that
new
differenEator.”
Source:
Ron
Rogowski,
Forrester
Research,
2011

6. YOUR
ONLINE
MARKETING
STRATEGY
Your
email
program

7. THE
MODERN
SUBSCRIBER

8. “I
have
apps
for
Facebook,
Twi5er,
and
email
on
my
phone,
and
I
check
them
throughout
the
day.
I
check
Facebook
every
two
hours.
I
check
Twi5er
every
half
hour
for
news
and
sports
updates,
and
my
email
every
two
hours
or
so.”
-­‐
Gordon
(male,
age
27)

9. FIRST,
A
PRIMER.
“Subscribers”
are
customers
who
have
given
you
their
email
address.
This
is
different
from
“fans”
and
“followers,”
who
have
their
own
(similar)
reasons
for
engaging
with
you.
Source:
Subscribers,
Fans,
and
Followers,
February
2011

10. THEY’RE
MULTITASKING…
Media
consumpEon
has
increased
20%
since
2010.
Consumers
spend
eight
hours
and
11
minutes
per
day
on
television,
radio,
and
the
internet.
That’s
around
half
of
your
waking
life.
Source:
Edison
Research,
April
2011

11. …MULTI-­‐DEVICE…
“It’s
a
mulEdevice,
mulEconnecEon
world.
Consumers
are
no
longer
reliant
on
one
dominant
device...
today
it’s
the
PC,
tablet,
phone,
and
TV,
but
connecCons
are
beginning
to
pervade
the
car
and
myriad
devices
in
the
home.”
Source:
Charles
Golvin’s
Blog,
Forrester,
August
2011

12. …AND
MADDENINGLY
MOBILE.
“More
than
91
million
US
consumers
will
use
the
internet
through
a
mobile
device
at
least
monthly
by
the
end
of
this
year,
up
from
77.8
million
in
2010.”
Source:
eMarketer,
2011

13. (NOT
TO
MENTION
SAVVY)
Subscribers
expect
marketers
to
know
types
of
products
and
services
they
prefer
first,
followed
closely
by
the
offers
they
like
and
their
customer
status
and
preferences.
Source:
eMarketer,
2010

14. EMAIL
HAS
BECOME
INDISPENSABLE

15. …AND
MOBILE
PLAYS
A
BIG
PART
• Email
usage
increases
with
the
purchase
of
a
smartphone.
Those
who
have
a
smartphone
are:
– 47%
more
likely
to
check
email
“constantly
throughout
the
day”
– 30%
more
likely
to
check
email
at
least
several
Cmes
a
day
– 8%
more
likely
to
check
email
at
least
once
a
day
Source:
ExactTarget,
2011

16. COMPETING
FOR
FIRST
SCREEN
STATUS
9%
of
consumers
who
made
a
purchase
aber
receiving
a
mobile
message
say
they’ve
completed
at
least
one
purchase
on
their
smartphone.

17. THE
DETAILS

18. EMAIL
OPENS
TODAY
Mobile
15%
Desktop
Webmail
53%
32%
Source:
Litmus,
September
2011

19. HOW
ARE
SUBSCRIBERS
READING
EMAIL?
Email
Client
Average
Rank
Outlook
(All
versions)
37.46%
1
Hotmail/Windows
Live
14.53%
2
Yahoo!
Mail
10.13%
3
iPhone
9.46%
4
Apple
Email
7.66%
5
Web
Version
6.75%
6
Gmail
3.74%
7
Source:
Litmus,
July
2011
iPad
2.82%
8
Android
2.41%
9

20. MOBILE
OPENS
BY
PLATFORM
Other
1%
iPad
19%
Android
17%
iPhone
63%
Source:
Litmus,
September
2011

21. WHERE
DO
SUBSCRIBERS
OPEN?
• Desktop
Only:
Opened
using
only
desktop
MulC
devices.
Device
• Mobile
Only:
3%
Opened
using
only
mobile
Mobile
Only
devices.
31%
• MulE
Device:
Desktop
Opened
using
both
Only
mobile
&
desktop
devices.
66%
Source:
Litmus,
September
2011

22. HOW
DOES
MOBILE
AFFECT
CLICKS?
%
of
total
clicks
by
environment
for
three
samples
100
80
80
67
62
60
Desktop
Only
40
34
Mobile
Only
28
MulC
Device
17
20
3
5
4
0
Newslejer
Retail
1
Retail
2
Source:
Litmus,
September
2011

23. HOW
DOES
FIRST
OPEN
AFFECT
CLICKS?
What
was
the
click
rate
based
on
first
open?
40
33.7
30
18.7
Desktop
20
Mobile
9.5
10
7.8
7.5
7.3
0
Newslejer
Retail
1
Retail
2
Source:
Litmus,
September
2011

24. SO
WHAT
DOES
IT
ALL
MEAN?
FOUR
THINGS
TO
REMEMBER

25. 1.
TAKE
A
STEP
BACK.
See
this.
Not
just
this.

26. 2.
KEEP
IT
SIMPLE.
“PerfecLon
is
achieved,
not
when
there
is
nothing
more
to
add,
but
when
there
is
nothing
leM
to
take
away.”
—
Antoine
de
Saint-­‐Exupéry

27. 3.
CREATIVE
IS
STILL
CRITICAL.

28. 4.
USE
YOUR
DATA
WISELY.
“The
average
amount
of
data
created
by
a
human
being
on
our
planet
has
more
than
quadrupled
in
the
last
six
years.
…[i]n
the
markeEng
industry,
data
has
become
our
frenemy
–
we
sink
or
swim
in
a
new
era
of
real-­‐
Eme
and
predicEve
analyEcs.”
Source:
Online
Media
Daily,
July
25,
2011:
“Is
This
The
Dawn
of
the
Data
Decade?”

29. “According
to
[a
leading
data
company's]
‘file’
on
me,
I'm
a
‘hip
homemaker’
who
probably
trades
stocks
and
buys
expensive
clothes
and
boats.”…

30. …“Actually,
I'm
24,
single
and
I
live
in
a
cramped
New
York
City
apartment
where
my
television
sits
on
top
of
my
refrigerator.
I
someCmes
dog-­‐sit
for
extra
spending
money
and
have
never
bought
or
sold
a
Source:
“Mistaken
single
stock.”
IdenCty,”
The
Wall
Street
Journal,
2008

31. P.S.

32. REMEMBER
TO
BREAK
THE
RULES*
Don’t
be
afraid
to
do
something
unexpected.
*On
occasion

33. Q A
&

34. Todd
Wilson
todd.wilson@exacjarget.com
678.852.6935
follow
me
@ToddWils