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05/03/2013 by
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E-mail Marketing Going Mobile; Desktop The Next Fax Machine?

Why e-mail marketers should step up their game? Because 41% of e-mail is now opened on mobile devices. Will the desktop soon be the next fax machine?

42187 BnHover 500x500 E mail Marketing Going Mobile; Desktop The Next Fax Machine?

“I could never run my business without my fax machine”, was a statement we all heard so often barely a decade ago.

Welcome to the digital evolution, the starting point of a marketing revolution.

New facts and findings are coming from a recent report by Knotice. It shows the marketing community that smartphones now make up 29% of the total while tablets account for 12%.

Despite the increasing dominance of Google’s mobile operating system Android, it’s the Apple iOS devices that account for the vast majority of mobile e-mail opens.

Knotice’s report is based on a composite cross sampling of approximately 500 million e-mails sent across 11 industry segments in the last six months of 2012:

Knipsel 500x684 E mail Marketing Going Mobile; Desktop The Next Fax Machine?

The Nielsen Mobile Consumer survey found that 68% of UK smartphone owners used their device to check e-mail in the past 30 days.

Only text messaging was more popular (92%), while using the mobile web (66%) and social networking (63%) achieved similar results.

More important, brands in the UK can close the see, like, buy loop with mobile optimized e-mail, since 26% of the people is using their smartphone for shopping.

Smartphone owners in the USA exhibit similar behaviors, with 86% using their devices for text, 82% for the mobile web, 75% for e-mail and 63% for social networking.

An Adobe survey found similar results, with 20% of smartphone owners saying they use their device for shopping. This compares to 30% of respondents in the US, and 43% in both China and South Korea.


My Opinion?

So often here, I called Mobile the next gateway to; content, communities, brands, friends and commerce.

And maybe, for once, I could support so many of the CMOs out there? Of course I do understand that having a mobile site and mobile App are just too early for your target audience or your organization.

I assume you are the CMO who rather waits with mobile to next fail miserably in front of a massive audience. Sure, you don’t like to innovate in front of a small audience either?

You guessed right, I have no leniency for laggards in marketing. Why not?

I’d like marketers to take their responsibility, since the basics of their profession is to watch consumer trends and insights and to follow up on them.

So should I through in more facts, surveys and studies? Guess not. Marketing demands a certain DNA.

E-mail marketing is going mobile, and for e-mail the desktop will soon be the next fax machine.

May I suggest you reach out to your pocket, unless you do not need these mobile commerce revenues to enter your pocket.

Hopefully you are not betting all your money on Facebook and buying likes? Why not?

Because the blue monster will not only charge you Dollars for getting extra “likes”, you will also have to pay Facebook to talk with your “owned” Facebook fans. But, you did not hear this from me…

My hin to CMOs? Build your owned powerful owned media channel, like Nike Running.

And if you cannot invest in platform play, do build your own invaluable opt-in e-mail marketing base.

What About You?
Is your brand taking e-mail to the next big gateway, the smartphone and tablet? How about mobile commerce? Our readers would love to read your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (both sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

Source: Econsultancy and Knotice.

 

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Comments (6)

  • Paul van Veenendaal 05/03/2013, 16:15

    Regarding to mobile: have a look at this article “Even Martin Sorrell’s WPP can’t monetise mobile media” http://bit.ly/109wf2o

    Martin Sorrell: “Mobile is going to be important but it’s too early to judge … So the answer is yes it is going to become more important – but monetising it is not easy”

     
    • Igor Beuker 05/03/2013, 16:53

      I know and have been high up the WPP / GroupM tree, being global chief social officer at Mindshare, largest media agency in the WWP group. And I resigned for several reasons, social and mobile strategy were part of it.

      Mobile is important, but many large players have no long term strategy in mobile. Not the networks, same for many brands.

      However the point of the story might not be monetising mobile form an advertising perspective.
      We read our e-mail on a mobile phone more often, what if that is not optimized for mobile?!

      That can also mean that what I used to read from brands (their e-mail) on my desktop, is now messud up on my mobile so I will not read their news and offers but simple click: delete email.

      That means more brandsa are missing the connection I gave them permission for, and I will not read what they have to order. Next I will also not click that e-mail to buy their product on my mobile.

      So beyond WPP, brands have a big issue here. How about retail and e-tail missing great opportunities to monetize their emails to clients and prospects.

      If you you how high the costs are of acquiring one oipt-in email address, it is a burn of investments and ROI if you do not optimize your email for mobile devices. Like doing a direct mailing to the wrong address!

       
  • Laurens Bianchi 05/03/2013, 16:23

    I wonder how many people are willing give their emailaddress to companies… I prefer not, unless necessarily…

     
    • Igor Beuker 05/03/2013, 16:58

      I will have anew story on that: what data people provide and for what.. but that was nbot the point of my story.

      Many fans have opted-in to get email from their favorite brands. If they can’t read that email, since it is not working properly on a mobile phone, that powerful opt-in database is going to be less useful and will next also cost them mobile commerce revenues.

      Those were point I tried to make: smart CRM driven brands have powerful opt-in emailbases, but they miss out on great oppoortunities in branding and business, if they don’t make optimize their e-mails for mobile phones.

      Not about WPP, not about advertising; yes in the part of paid emailmarketing. But what if a brand has a large base of opt-in emails from customers and prospects?

      E-mail marketing is not only a paid shot email to a rented list of emails, emailmarketing is also coinnecting to opt-in customers and prospects.

      Cheers

       
    • Trent Dyrsmid
      09/10/2013, 19:02

      Laurens, I try not to be on too many email lists, but if someone provides something of value, I’m happy to give my email address in exchange. If they continue to provide something of value (e.g., valuable information), I’ll stay on their list.

      This is pretty rare, but I notice that when email is done very well, I even look forward to receiving future emails.

      Igor, I’d like to hear what CRM / Marketing Automation systems you recommend.

       
  • Hi Trent,

    Thanks for your clear explanation. Depending on the company and objectives I must say that most of the success so far has been with tailor made(social) CRM solutions. So important that the investment brings very high ROI and long term value.

    But I have also worked with force platforms from SalesForce, like MyStarbucks Idea and Dell were using.
    http://www.viralblog.com/social-crm/my-starbucks-idea-5-years-of-inspiring-ideas/

    So depending on the needs, that would be my options.But integrated dashboards and tools with smart e-mail and social suites, they create mutual beneficial relations between consumers and brands.

    This one you might love as well… NOT one system, but a few connected in a smart way:
    http://www.youtube.com/watch?v=InrOvEE2v38

    And we all love the Amazon way I guess :-)

    Unfortunately, CRM is a DNA thing, that not all marketers like to embrace. Which makes them addicted to advertising… or sponsors of media companies.

    Creating your own media platform, CRM engine and brand outlet like Nike+ also a very clever idea: claiming a domain like running, keeping other running brands on the bench :-)

    Cheers

    Igor