This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Most emails are opened on mobile devices but email marketers still send desktop optimized emails. Affiliates should think mobile first.

1. Email Marketing 3.0
Presented by

2. Mobile State of Mind
• Mobile not just gadgets
• Data in the Cloud
• Sharing and Collaboration on the go
• Faster 4G Networks

3. 61% Email Opens on Mobile
• 68% Yahoo Mail
• 56% AOL
• 47% Outlook.com
• 68% GMail

4. Email Marketing Myth 1
• Myth: You should stop sending to inactive
users after 6 months
• Truth: 20% of annual openers do so after
being inactive for 6 months

5. Email Marketing Myth 2
• Myth: Consumers are trigger happy with the
spam button.
• Truth: 1 in 2000 people will mark the email as
spam

6. Email Marketing Myth 3
• Myth: if you send more emails using same
brand, consumers will ignore them.
• Truth: sending 4 emails a month vs 1 doubles
open rates and increases revenue

7. Timing Emails
• People open emails on weekends
• During work hours people rarely open personal inboxes
• New subscribers perform better
• Sending more emails does not proportionally increase
unsubscribe rate
• Very few read emails 11 pm

8. Open Rates After Delivery
• 24% of all email opens happen within 1st hour after
delivery
• 2nd hour 10%
• 3rd hour 6%
• 4th hour 5%
• 5 hours after delivery results drop by more than 90%

9. 4 Email Moments
• 6 am to 8 am when people wake up and check email on
the phone without standing up from the bed
• 8 am to 9 am when people are commuting to work in
public transport
• 12 noon to 1 pm during the lunch hour
• 4 pm to 6 pm when people are tired of working and do
personal things

10. Responsive Email Designs
• 20% decrease in deletion rate
• 9% decrease in unsubscribe rate

11. Triggered Emails
• For example if person leaves an item in the
shopping cart, the online store will send an
email reminding to finish the order
• 152% higher Click Through Rate
• 73% higher Open Rate

12. Triggered Email Examples
• Welcome emails
• Customer satisfaction surveys
• Cart abandonment emails
• Re-engagement emails
• Up-coming purchase emails: coupons

13. Social Sharing
• 158% increase in CTR for emails with social
sharing buttons
Network
LinkedIn
Facebook
Twitter
Google+
CTR
7.9%
6.2%
6.2%
5.3%

14. Why People Share Emails
• 73% to connect with others who share their
interests
• 68% to give people a better sense of who they
are
• 49% share products or services they care about
with others
• 69% to feel more involved in the world

15. Segment Your List
• Example: by Time Zone, by geographic region,
by gender
• 30% higher open rates
• 50% higher CTR
• Customize emails to each segment

16. Consistent Experience
• 20% discount message in the email
• 20% discount message on the landing page
• 20% discount message on check out page

17. Preview Pane
• Preview Pane is viewed before opening the
email
• 400 by 300 pixels is viewable in Preview Pane
• Think of Preview Pane like a banner ad to
convince people to view the email

18. Email Marketing Tips
• Optimizing emails for image blocking increased ROI by
9% in a case study
• Include incentive in the subject line to increase open
rates by 50%
• Use snippet text to build on subject line (100
characters or less)
• Set up auto reply emails that includes FAQs and link to
unsubscribe