In February the EEC held its inaugural conference at San Diego. It was an agreed success and those who attended came away knowing more than when they came (always a good thing!). These are some of the 'takeaways' I took with me when I left. Consumers David Daniels of JupiterResearch said: • 42% of consumers are interested in receiving relevant emails • 51% of consumers unsubscribe when the offer and content is not of interest • 29% of email marketers are using click behaviour to segment Online David also went onto say that • There's a parity between watching TV and being online (same amount of time is spent on doing both) • Main activity online is email Top sales influencer before purchasing • Internet 39% • TV 18% • 80% of online buyers say product views are helpful when making purchasing decisions, according to David. Spam & Phishing Chip House, Exact Target quoted: • 79% hit spam button when don't know sender • 64% never look in bulk folder Craig Speizle, chairman of the Authentication & Online Trust Alliance (AOTA) and director of online safety and security at Microsoft says that authentication is the answer to phishing. He went onto say that: • Up to 80% of email from leading brands is spoofed. • 1 million phishing attempts weekly, are stopped by Internet Explorer 7 Attrition • Treat honeymooners differently. They should be the most active during this period. After 60 days they start to drop off. • The earlier a customer is active, the more active they will be. • Mindsets need to be changed so that a communications stream is being developed not an email marketing program Brand and Style Suzanne Norman, Emma had some wise advice for email design: • Craft an experience for your campaign • Think of your email as part of a brand experience • Compare your print piece with your email piece. They need to be similar in quality as well as design and reflect your brand in both. • Invest in great creative, as spammers don't. This will assist in having your emails delivered. • Don't forget to extend the brand to the landing page. Mobile Marketing Michelle Eichner, Pivotal Veracity had some interesting mobile marketing figures: • Prediction: There will be email in every pocket • Smart phone sales have surpassed laptop and PC sales. • Mobile design has very special requirements and there is very little standardization in mobiles - which makes designing for them a challenge. • Links need to be kept as short as possible in order for them to be usable. • Emails should be less than 20Kb with images. The same goes for landing pages and websites. • Design for images off and use alt tags • A potential concern is that unsubscribe links don't work in all mobiles due to the varying degree of link clickability. • Different providers also allow things - they can turn things on and off -which is another thing to validate Blackberry: • They currently vary in their rendering ability - some show text, some just show code. • Need to send in multi-part otherwise it will just show the raw code. So you always need to send the text version. Windows Mobile 6: • They support HTML and images. • It allows you to hyperlink words. Iphone: • Iphones supports HTML and images Palm:• Palm shows HTML, but no images • Palm supports alt tags and allows you to hyperlink words Symbian:• Renders the text of an HTML version. It skips all code within the email. • Therefore it drops all HTML within an
tag, therefore as a work around you would have to use http://nameoflink.html. Blogging • Q: Why blog? A: It's a powerful marketing tool • It is brilliant for Search Engine Optimisation as the content is continually changing and updating the website with fresh content. • It is recommended to have some form of editing process to check spelling and content. Search and marketing (SAM)• Most budget increases have gone to SAM • 41% browse (using search engines) - (Jupiter Research) • 48% email (Jupiter Research)
Labels: Email Evolution Conference
