Short answer – bad news for crap marketing departments.
At the Stifel Nicolaus Wiesel Partners Internet and Media Conference in sunny New York. Listening to public company CEOs NOT answer questions they don’t want to answer is entertaining in itself (though not particularly enlightening) but there are some interesting points coming out about the move to mobile in a few of the sessions.
Some things that people said that made me think, Part 1.
AddThis CEO, Ramsey McGrory mentioned in the first session – Capturing User Intent: Where Advertising Meets Big Data.
- About 30% of opened outbound email is now being read on a mobile device.
- Your email subject heading has to be compelling within about 50 characters. That is all most devices will show of a subject header.
- The first 120 characters of your email better be compelling enough to make someone open it.
- Grab the gold. Flick through incoming email to see if there are any really important/really nice/really urgent stuff. Generally, this is prioritised because it is from people you know well. Deal with it immediately or mark for action later. Consensus guess was that this is about 5-10% of inbound email.
- Delete the crap. In my small sample, (5 people), everyone deleted the crap after ‘grabbing the gold’. Crap is defined here as anything that isn’t immediately interesting – the daily newsletters that you subscribe to that you don’t want to unsubscribe to but you are not going to read today, blatant spam, stuff you have been CCed into, the trails of emails going backward and forward between two people you introduced who are now CCing you into every email they write as they try to arrange a meeting… Consensus guess was that this is about 80-90% of inbound email.
- Filter the rest. This generally gets people down to 5/10 emails that they need to think about. They better have a really good reason to open them – especially as they are also competing for the reader’s time with the emails from step one that actually need their attention. The general consensus here by the way, was that if you open one of these emails and you then have to wait as your reception is not great and the email is filled with images, it is deleted.