email marketing una experiencia mobile - julian m drault - online mkt day colombia 2013
DESCRIPTION
No solo hay que pensar en el tamaño el contexto, la adaptabilidad de las piezas en los diferentes dispositivos. Hoy la experiencia del email marketing es 360° no todo se termina en la casilla de email. El circuito de comunicación es continuo en diferentes plataformas y la respuesta es única, medible y presenta un buen retorno de la inversión (ROI).TRANSCRIPT
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Cuándo, cómo y dóndeleemos mails ?
UN POCO DE CONTEXTO
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✔ Trabajo y vida personal unificados ✔ Glancing y filtering acorde al device y momento
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UN POCO DE NUMEROS
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201345% email opens
en MOBILE
201010% email opens
en MOBILE
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Colombia Mexico Brasil USA Chile
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Mercado Latino USA Mujeres
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post click mobile
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Qué hay de NUEVO ... VIEJO ?
TRENDS2013
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EN LIMPIO
✔ A/B testing✔ Marketing de comportamiento (vs segmentación tradicional)✔ Integración con CRMs✔ La importancia de la visibilidad cross-device (Test !!)✔ Responsive email
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Cómo es una estrategiaEMAIL-MULTI-DEVICE
1 2 3 4 5
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Cuadro de situación; qué están haciendo ?
1
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SITIO WEB + ECOMMERCE
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QUE ENVIAN ?
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HTMLs EMAIL FRIENDLY ??
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Asuntos
Todo Aires Acondicionados con 20% de ahorro + 15 cuotas!
No sufras el calor! $1200 OFF en Aire Acond LG
{$nombre}, ahorrá los Martes y Miércoles!
{$nombre}, hoy Promo Nocturna! Disfrutá 20% de ahorro y cuotas
{$nombre}, tenés 25% de ahorro + 3 cuotas s/interés
{$nombre}, semana de la Belleza ! Lanzamientos y eventos
{$nombre}, llegó la Primavera! Renovate y disfrutá al aire libre
{$nombre}, renová tu casa con 20% de ahorro y cuotas
UNfrendly
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UN POCO DE NUMEROS y SUS RELACIONES
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Open Rate Promedio último trim
0%
20%
40%
60%
80%
100%
81%informativo
26%promo venta
36%
OR
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0%
20%
40%
60%
80%
100%
0 50,000 100,000 150,000 200,000 250,000 300,000
Tamaño de BBDD
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Personalización (subject)
0%
25%
50%
75%
100%
Sin personalizar
Personalizado
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17%
Usuarios Mobile
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Oportunidades de mejora y plan de acción
2
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✔ A/B testing x pieza
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✔ A/B testing x pieza
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✔ A/B testing x pieza
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✔ A/B testing x pieza
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✔ emBlue FORMS
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✔ Envíos segmentado x comportamiento
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✔ SOCIAL email (reach)
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✔ Test pre-envío (preview universal)
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✔ Campañas REAL TIME
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✔ Revisión del "DESUCRIBIRME"
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✔ Mobile 360 (landing)
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✔ RESPONSIVE !!!
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EL MEJOR DISENO POSIBLE PARA CADA DISPOSITIVO
DISENO FLUIDO y FLEXIBLE QUE SE ADAPTA A TODO TIPO DE ESCENARIO"ADAPTIVE LAYOUTS"
CAMBIO DE PARADIGMA
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NO ES SOLO CUESTION DE TAMAÑO
✔ Orientación✔ Orden y jerarquía del contenido✔ Aparición / Desaparición de un contenido puntual
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RESPONSIVE EN ACCION
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LA GRAN MEJORA DE
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Link a version "Mobile Friendly"
Mobile Aware / Mobile First
Responsive Design
QUE PUEDO HACER ?
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LINK
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AWARE
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AWARE
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LAYOUT PATTERNSRESPONSIVE
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