Email Smashes Social Again

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The figures are in, and email is again bucking the trend. According to Adobe, it greatly increased its share of directing and influencing Cyber Monday sales while the two channels that ranked above it — search and direct traffic — dipped.

In fact, the role of email in driving sales was up nearly a third compared to last year, while search and direct traffic each saw a dip of around 5% in their contribution to Cyber Monday sales. So that meant that very nearly one in five items sold over Cyber Monday were driven by email, while roughly a third and a quarter of all sales were driving by search and direct traffic. This puts mail in third place, as it was on Black Friday, but the key point is that the two channels above it are starting to weaken. It’s also arguable that email plays a large role in keeping brands fresh in the minds of consumers and so could well play an important role in driving direct traffic.

Social media, interestingly, doesn’t get given a percentage of sales. When Adobe did grade the channel alongside email for Black Friday sales, the comparison was pretty embarrassing for the channel beloved by the “social ninja” and “guru.” It delivered just under 1% of sales compared to email’s near 18%.

Read the full article on MediaPost here.

What’s the recipe for success? Understanding mobile!

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Marketers are left asking “What’s the recipe for success?” Well, it comes down to understanding one key ingredient: mobile. We talk about mobile a lot, and that is because it’s important. For any marketer who emails their customers and prospects, mobile has become the biggest ingredient to engaging and winning over audiences.

Read the full article over at B2C.

Woman discovers her Uber driver is AOL’s ‘You’ve got mail’ guy

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Elwood Edwards, the iconic voice behind the AOL notification-turned-iconic digital culture catchphrase, “You’ve got mail,” now spends his retirement working as an Uber driver in Ohio.

Brandee Barker, a former Facebook publicist in the Bay Area who now helps run The Pramana Collective, was in Ohio campaigning for Hillary Clinton when she discovered that the man driving her rideshare one day was the famous voice.Edwards, who is now retired but sometimes drives for Uber, was apparently happy to oblige Barker’s request to recite his famed AOL catchphrase. Barker caught it on camera and tweeted it out to her nearly 50,000 Twitter followers.

“I completely geek freaked and asked if he would do the video,” she told CNN of meeting him.

Can Vivaldi’s email client win the browser war?

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Developing a web browser apparently isn’t all work and no play, at least not if you’re working on Jon von Tetzchner‘s Vivaldi browser project.

There, both serious, important functionality and more playful, less essential stuff are worked on simultaneously. Both types of technology can find their way into the released product, according to the project’s founder and former Opera CEO von Tetzchner.

Falling into the ‘serious and important’ category are an email client and functionality for synchronizing things such as setup, bookmarks, and notes between several instances of the browser. Both these areas of development are top of the company’s to-do list but, as advanced features, they consume time and resources.

“There are always further developments going on here, and we clearly have an ambition of having a product that doesn’t stand still. We’ll release new and fun stuff every time, but sometimes there are features that require a lot of work,” von Tetzchner tells ZDNet.

“We’re working on a couple of larger projects like the email client and sync, which are hard. We’ll launch them when they’re ready.”

That has been his line ever since he started up the new web browser company in late 2013. Whenever asked when functionality is coming, von Tetzchner always replies, “when it’s ready.”

He is under no pressure from quarterly finance reports and impatient shareholders, and he seems to be very happy with that.

“We really wanted to provide an email client from day one, but it wasn’t ready. You can’t release anything until you feel reasonably safe, and we’ve had some problems. It’s hard to create innovative software,” he says.

Read the full story on ZDNet here.

Photo: Wikipedia Commons.

Consumer Acceptance of Marketing Emails is on the Rise

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Consumers continue to embrace email as a channel for keeping in touch with their favorite brands. In fact, more than 98 percent of consumers, ages 18-64, check the email address where they receive marketing emails at least one to three times per day, 28 percent say they check email between four and 10 times a day and a third (32.9 percent) indicate they are checking email actively throughout the day.

The findings, from Mapp Digital’s fifth annual Consumer Views of Email Marketing Whitepaper, provides marketers with deep insights into consumers’ perspectives on email marketing, how they interact with brands across multiple channels and insightful trends based on the company’s findings over the last five years.

The whitepaper also revealed that the percentage of 18-34-year-olds using a separate email address for marketing messages decreased from 40 to 30 percent since 2015, indicating that these consumers may be growing more accepting of email correspondence. The same group showed a slightly lower rate of subscribing to seven or more brands’ emails than older age groups (38 percent compared to 44 percent of respondents overall) signifying they might be more focused on engaging with a smaller subset of brands.

“Email marketing is still very relevant to brands, specifically for the hard-to-reach 18-34-year-old audience,” said Mike Biwer, CEO, Mapp Digital. “The survey results suggest that this group of consumers are engaging with fewer brands on a more intimate level. Millennials and Gen Y are strong audiences for email marketers, but now more than ever, the email marketing experience needs to cater to what they want and how they want it.”

In fact, though checking email on laptops and PCs is nearly universal, 91 percent of those surveyed, ages 18-24, and 83 percent of 25-34-year-olds, say they check email on smartphones. Overall, 72 percent of respondents indicated they checked their emails on smartphones suggesting it is important for marketers to optimize messaging for both desktop and mobile devices.

“Most marketers are optimizing for mobile in some way, but there still hasn’t been a widespread embrace of responsive templates,” said Sean Shoffstall, Americas general manager and vice president of Marketing, Mapp Digital. “The survey highlights the mobile-first mindset of Millennials, but also indicates the general population is not far behind.”

Other noteworthy findings from the 2016 Consumer Views of Email Marketing survey include:

  • While Millennials are accepting emails, 8.5 percent prefer social media and 4.5 percent prefer text messages as marketing channels.
  • Nearly half (48 percent) of Millennials indicated that love for a brand influences them to join an email list.
  • Consumers have less tolerance for email messages that don’t display correctly as they age. Nearly two-thirds (64 percent) of respondents age 55-64 will delete the email versus 38 percent of 18-24-year-olds.
  • Nearly half (44 percent) of respondents said they were likely to share information from brand emails via social media, up from 19 percent in 2015.

/via Mapp Digital