|By Business Wire||
|June 18, 2014 06:04 AM EDT||
With mobile commerce sales forecasted to reach $100 billion this year according to Forrester, Campaigner®, the email marketing brand of j2 Global, Inc. (NASDAQGS: JCOM), today urged marketers to establish mobile email marketing strategies early to ensure optimal revenue during the upcoming holiday shopping season. According to Campaigner’s annual Mobile Trends Survey of nationwide consumers, promotional emails incite purchases made on mobile devices. The data reveals a 22 percent increase in mobile device purchases as a result of email marketing in 2013 from 2012.
Despite this rise in mobile purchasing, the survey exposed that consumer irritation with respect to email marketing messages on mobile devices results most from irrelevant content in promotional emails. In light of this, Campaigner is advising retailers to plan ahead and utilize email marketing tools like responsive design, segmentation, and A/B split testing to capitalize on this growing opportunity and effectively target key audiences.
“Retailers have a significant opportunity to embrace the growing market for mobile shoppers this holiday season,” said EJ McGowan, general manager, Campaigner. “The results from our 2014 Mobile Trends Survey indicated that while consumers are more interactive with mobile content and purchasing, marketers are still providing a lackluster mobile experience. In particular, the survey revealed that some consumers feel content is not personalized, underscoring the importance of relevant content to increase sales and effectively engage with consumers.”
Additional key findings from the survey show that 51 percent of respondents purchased items from a mobile device, but only 28 percent did so as the result of a promotional email. This signifies that marketers have the ability to nearly double this number, potentially driving a substantial increase in mobile sales. The survey also identified key drivers in motivating consumers to open promotional emails on their mobile device:
- 45 percent of respondents are inspired to open mobile marketing emails due to both compelling text and graphics; only two percent are motivated solely by graphics, once again proving that content is still king
- 42 percent stick to what they know and will read promotional emails on their mobile devices primarily based on familiarity of sender name
- 21 percent say awareness of an ongoing deal/price promotion is the primary driver to read promotional emails on their mobile device
- 20 percent cite subject line as the main reason they decide to read marketing emails on their mobile device
While an influx of shoppers are embracing mobile interactions, marketers can still improve and increase their mobile sales with a best practices approach to mobile email marketing. Aside from issues related to content and personalization, the survey found that poor mobile design was also a major source of frustration (60 percent). The data highlight that poor user experiences don’t result in positive business outcomes. Marketers should take note of this feedback to implement necessary changes that will drive click throughs, opens, and ultimately, revenue generated from mobile interactions.
In order to fine-tune mobile email marketing strategies to better engage with customers, Campaigner has developed tips to kick-start pre-holiday planning this summer:
Schedule Summer Strategy Sessions
The summer months are the perfect time to create and test various messages, subject lines, mobile designs, and more. The 2014 Campaigner Mobile Trends Survey found that 56 percent of participants read promotional emails while relaxing or watching TV, and 28 percent do so at work. Given how different these two environments are, marketers should take the time to develop multiple messages to appeal to all segments of a given audience, especially before the busy holiday season.
Launch Responsive Design 2.0
Marketers should take the summer to review their responsive design strategy and analytics around the success of mobile open rates. If opens are low on mobile, it’s time to review your history. If you’ve previously sent non-responsive emails, your customers are likely waiting to open them on their home or desktop computer. Encourage mobile interaction by using engaging subject lines to compel your audience to engage on the go. Reset expectations and show that your content is mobile-friendly. This will increase mobile activity and is incredibly important to establish prior to the holiday season.
When developing content it’s always key to consider your audience. In this case, mobile users will be expecting streamlined, easily accessed content within promotional emails. No one wants to read pages of text on a small screen – nearly 22 percent of survey respondents said that too much text or hard to read text irritates them most about marketing emails on mobile devices – so shorten and simplify your message. Use a responsive design template that allows for easy placement of key messages, calls to action, and links to social channels. Leverage collected data and analytics to help improve personalization to target various segments of your audience, which will improve mobile open rates and interactions.
Conduct A/B Split Testing
Once you’ve crafted new content, subject lines, and various other experiments, test them. Create an A/B split test on multiple subject lines and then watch in real time as variations go head-to-head to quickly see which email campaign performs the best. Use A/B testing to validate new design, calls-to-action, limited time offers, etc., in order to provide more meaningful metrics, optimize reader communication, and improve conversion rates.
Focus on Key Customers
Identify customers who are not responding to your communications and dial it back. This tactic is especially important since Internet Service Providers determine whether or not your emails are delivered. Keep the 80/20 rule in mind: Don’t waste your time and/or alienate the 80 percent who do not drive revenue for your company, but rather focus on the 20 percent who do and encourage a continued relationship by providing rewards, loyalty programs, and great deals.
For more information, Internet retailers can call 866-358-6388 or visit the Campaigner Email Marketing for Internet Retailers webpage. Or download Campaigner’s free Email Automation white paper.
An infographic of the survey results can be found at http://www.campaigner.com/solutions/infographics/pdf/June-Survey-Infographic-2014.pdf
#CampaignerEmail #HolidayMobileMktg #MobileEmailMtkg #MobileMtkgExperts #MobileMktgTips #MobileMktgSurvey
About the Mobile Trends Surveys
The online third party surveys (http://www.campaigner.com/survey/results/201306.pdf and http://www.campaigner.com/survey/results/201406.pdf) were commissioned by Campaigner between December 2012 and December 2013. Each question sampled at least 1,500 unique, randomly sampled Internet users across the publisher group, who identified themselves as consumers. The average margin of error is +/- 2.7%.
Campaigner is a robust email marketing solution built by marketers to help small, medium, and large businesses strengthen customer relationships and drive sales. Features include professional email campaign creation, industry-leading A/B split testing, advanced list management and segmentation tools, targeted email autoresponders and workflows, powerful API and CRM integration, and detailed campaign reporting. Campaigner is a brand and registered trademark of j2 Global® or its affiliates. Learn more at www.campaigner.com.
About j2 Global®
j2 Global, Inc. (NASDAQ: JCOM) and its affiliates provide Internet services through their two divisions: Business Cloud Services and Digital Media. The Business Cloud Services Division offers Internet fax, virtual phone, hosted email, email marketing, online backup, unified communications, and CRM solutions. It markets its services principally under the brand names eFax®, eVoice®, FuseMail®, Campaigner®, KeepItSafe®, and Onebox®, and operates a messaging network spanning 49 countries on six continents. The Digital Media Division, consists of Ziff Davis, Inc., which offers technology, gaming, and lifestyle content through its digital properties, which include PCMag.com, IGN.com, AskMen.com, Toolbox.com, and others. Ziff Davis also operates NetShelter Powered by BuyerBase®, an advanced digital and ad targeting platform, and Ziff Davis B2B, a leading provider of research to enterprise buyers and leads to IT vendors. As of December 31, 2013, j2 Global had achieved 18 consecutive fiscal years of revenue growth. For more information about j2 Global, please visit http://www.j2global.com.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
May. 2, 2016 11:00 PM EDT Reads: 1,007
Much of the value of DevOps comes from a (renewed) focus on measurement, sharing, and continuous feedback loops. In increasingly complex DevOps workflows and environments, and especially in larger, regulated, or more crystallized organizations, these core concepts become even more critical. In his session at @DevOpsSummit at 18th Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, will show how, by focusing on 'metrics that matter,' you can provide objective, transparent, and meaningfu...
May. 2, 2016 08:30 PM EDT Reads: 714
If there is anything we have learned by now, is that every business paves their own unique path for releasing software- every pipeline, implementation and practices are a bit different, and DevOps comes in all shapes and sizes. Software delivery practices are often comprised of set of several complementing (or even competing) methodologies – such as leveraging Agile, DevOps and even a mix of ITIL, to create the combination that’s most suitable for your organization and that maximize your busines...
May. 2, 2016 07:45 PM EDT Reads: 1,893
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
May. 2, 2016 07:00 PM EDT Reads: 1,056
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
May. 2, 2016 06:30 PM EDT Reads: 1,311
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists will dis...
May. 2, 2016 06:00 PM EDT Reads: 725
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
May. 2, 2016 05:30 PM EDT Reads: 1,581
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
May. 2, 2016 05:15 PM EDT Reads: 1,005
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
May. 2, 2016 05:00 PM EDT Reads: 1,106
See storage differently! Storage performance problems have only gotten worse and harder to solve as applications have become largely virtualized and moved to a cloud-based infrastructure. Storage performance in a virtualized environment is not just about IOPS, it is about how well that potential performance is guaranteed to individual VMs for these apps as the number of VMs keep going up real time. In his session at 18th Cloud Expo, Dhiraj Sehgal, in product and marketing at Tintri, will discu...
May. 2, 2016 04:00 PM EDT Reads: 916
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
May. 2, 2016 03:45 PM EDT Reads: 1,357
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
May. 2, 2016 03:30 PM EDT Reads: 1,076
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
May. 2, 2016 03:00 PM EDT Reads: 397
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
May. 2, 2016 02:45 PM EDT Reads: 1,106