On Monday November 19th, while in Lille, I had the opportunity to meet Christine Richard and Thomas Leroy of theBmobile agency.
BmobileYou may have heard about it a few months ago. Indeed, at the end of June 2012, Frenchweb published an article on the realization of the La Redoute's first webresponsive email campaign ... campaign signed Bmobile. Since this article, a lot of things have changed for Bmobile, since it has allowed them, rightly, to be considered as specialists in mobile emailing. In a French emailing landscape where everyone sees the mobile wave coming but nobody is properly prepared for it, they have a great place to take.
But where does Bmobile come from? Bmobile has been an offshoot of the Lille-based agency Big Band Projekt (BBP) for over 3 years. La Redoute, for example, is a long-time client of BBP.
Bmobile's main priority is obviously mobile, but above all tobe at the forefront of new mobile trends. Their will is clearly to create a technological breakthrough in order to force the adoption of new uses related to mobile.
Example given, today, only 1% to 3% of commercial emails would be optimized for mobile. On the other hand, mobile email is seen as a catalyst for the revival of emailing, it would bring more clarity and structure.
"Responsive design is not only technical, it requires a reflection on marketing uses!"
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And it seems that in mobile situations or in "classic" use, webresponsive emailing brings a real plus! According to initial observations, the increase in the conversion rate fully justifies the investment made.
You might think they're pushing their business by saying this, but it makes total sense given the 10 to 20% of email opens on mobile. A share that will continue to rise dramatically in the coming months.
But what is the level of maturity of other agencies on the subject ? Not very large, many agencies contact Bmobile regularly to be trained in these new techniques. But things are going to move, whether it is on the side of the email platforms or on the side of the advertisers, the interest is very very important on the subject.
Bonus question for Thomas! And Gmail App on Android, what is your solution? The answer is that there isn't one today, just like for Yahoo! But these two players will have no choice but to move and accept responsive features in their mobile email clients. Otherwise, there is a risk that users will switch to other applications if the experience is better there.
Conclusion. A very interesting meeting, it's not so common to meet players who manage to be so cutting edge, not only from a technological point of view, but also from a marketing thinking point of view. So, if you feel the need to train your teams to webresponsive emailing, contact Bmobile !
