Social network-of-the-moment Pinterest* allows users to collect photos and images from websites into curated ‘boards’. Whilst it’s been around for a year or so, it’s usage from the start of 2012 has really taken off – especially amongst the typical demographics that frequently shop online – and therefore it’s worth having a look at how email marketers can leverage Pinterest to support their email campaigns.
Mobile email is the hot topic at the moment – it got a lot of discussion at both the EEC and Marketing Sherpa conferences, and hardly a week goes by without a set of blog posts and statistics getting released. comScore’s November 2010 report highlighted that over 70 million US users access email through a mobile device, and more than half of those do so on a daily basis. Other sites consistently report around 15-20% of opens being from mobile devices, with 7-10% being from the iPhone.
So the fact is that emails are increasingly been opened on mobile devices, and this presents us with a new set of challenges and opportunities.
This email from Original Penguin has a nice implementation of ‘two click’ Facebook Like functionality. Clicking on the ‘like’ button in the email drives to a landing page with a similar design, which includes a working like button. Users can then use that to like the deal, posting a link to the landing page on their Facebook profile.
However as HTML 5 starts to be supported by email clients and web browsers, it opens up the doors for a much richer experience for the user, and allows marketers to experiment with things like scrolling product boxes, and video & audio with controls.
Recently different email client providers have been moving towards supporting this type of technology, particularly webmail clients, who have been adding HTML 5 doctypes to their pages (this was behind the recent Gmail/Firefox issue). This week’s announcement by Yahoo Mail builds on that – as they’ve just announced a beta version of their new HTML 5 Mobile Webmail for iPhone and iPod touch.
If you’re on an iPhone or iPod touch, you can access the new beta by visiting http://m.yahoo.com/mail and tapping on ‘Preview the new Yahoo! Mail’.
Looking at the beta on an iPhone 4 really shows what HTML 5 is capable of, and where email clients are going – it’s exciting!
Above: this is the inbox view – you can see a carousel of photo thumbnails, which have been rotated and had a drop shadow added. You can gesture left and right to scroll through photos. These are custom published, so these are from my friends on flickr.
Below: Here’s what’s really clever – when you click/thumb an image it opens into a nice lightbox style preview:
This has done the rounds over the last couple days, but it contains a clever trick to boost open rates. Take a look at the hero image area – it mimics a scrolling box you’d typically find on the website, complete with a “see more” arrow. Of course, this kind of thing only works if the landing page is engaging and contains the content you’re suggesting the recipient can scroll to – in this case it does.