110323 mobile webinar
TRANSCRIPT
April 12, 2023
Upwardly MobileMeeting the email challenge for the mobile consumer
Tim Watson
Twitter @tawatson
April 12, 2023
Where do you use yours?
April 12, 2023
World stats
• World population 6.9 billion• PCs 1 billion• Televisions 2 billion• Mobile phones 5 billion
– Or 73% of world population– Developed world 90%+ of population
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Worldwide smartphone sales 2010
Company 2010 units (thousands)
% Share
Symbian (Nokia) 111,576.7 37.6
Android 67,224.5 22.7
RIM 47,451.6 16.0
iOS (iPhone) 46,598.3 15.7
Microsoft 12,378.2 4.2
Other 11417.4 3.8
Total 296,646.6
Source: Gartner 2011
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smartPhone share Q4 2009 to Q4 2010
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Operating system share for new purchases
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Predicted mobile traffic growth
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Predicted traffic by device
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Email most used mobile internet application
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Email usage by device
Source: smartFOCUS
2009 2010 20110.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
iPodiPadiPhoneBlackberryAndriod
Perc
enta
ge e
mai
l acti
vity
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How often mobiles users check email
Source Merkle “View from the Digital Inbox 2011”
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Email activity by time of day (weekday)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Email activity
Time of day GMT (hours)
Perc
enta
ge d
urin
g th
e da
y
Source: smartFOCUS
40% of email activity outside of 9am to 5pm hours
Kick-off
Lunch review
Closing check-up
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Email activity by time of day (weekday) and device
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Email Activity by device
AndroidBlackberryiPadiPhoneiPodPC
Time of day GMT (hours)
Perc
enta
ge o
f tot
al d
ay a
ctivi
ty
Source: smartFOCUS
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Email activity by time of day (weekday) and mobile device
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
Email Activity for mobile devices
AndroidBlackberryiPadiPhoneiPod
Time of day GMT (hours)
Perc
enta
ge o
f tot
al d
ay a
ctivi
ty
Source: smartFOCUS
Content Crush HourCouch
Consumption
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Engagement
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00
0.50
1.00
1.50
2.00
2.50
3.00
Engagement by device type
MobileDesktop
Time of day GMT (hours)
Ratio
acti
vity
/use
rs
Source: smartFOCUS
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Three key factors
• Design and rendering– Working with a smaller screen
• Message– Changing copy needs
• Behavioural– How and where emails are consumed
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What could go wrong?
iPhone. Zoomed out, images on Android. Zoomed in, images off Android. Zoomed in, images on
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iPhone increases text
Additional white space
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Design for desktop or mobile?
Take two bottles into the shower?
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What is the best width?
Mobile device Resolution (h x w)
Apple iPhone 4 960 x 640
Apple iPhone 3 480 x 320
HTC Desire Z 800 x 480
RIM PlayBook 1024 x 600
Sony Experia X10 854 x 480
Apple iPad 1024 x 768
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Starbucks – original (Android)
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Live dynamic layout demo
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One email – two layouts
Mobile view
Desktop view
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Images off version (Android)
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How did we do it?
• Cleaned up HTML– Reduced amount of code– Spacing without spacer gifs – use cell widths
• Switched heading and call to action to text• Allow flexible layout, resize and text re-flow
– Removed 600px explicit width setting
• Styles inline– Will show correctly without download of external CSS
• Styles specific for mobile– Some styles wrapped by CSS media query.
• Heading less cramped– CSS spans to allow specific modification on mobile view
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Control text size
Before After
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Mobile Preview tools
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Mobile inbox
Android
iPhone
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Subject lines
• Shorter than desktop– First 30-40 characters viewable.– Put key words at start of the subject line.
• Example– A bag of coffee for the weekend, with our compliments
Vs.– Complimentary bag of coffee for your weekend
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Pre-header text
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Behaviour
• Filling the gaps– Emails processed in the 30 second to five minutes gaps.– Expect short attention and distracted readers.
• Triaging– If not interesting delete now– Urgent action needed respond now– Interesting content, news, entertainment read now
• Keep for later if gap time is close to end
– Simple action complete now – if connection available– Complex action needed complete later
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Mobile email checklist
• Design to work at 450 pixel width• Ensure email scales down by 50%• Keep email HTML and images byte size down• Consider keeping to single column• Code to automatically adjust for best experience• Use (HTML) buttons for key calls to action• Avoid many links close together• Minimum text size; body 12 pt. and headings 24 pt.• Use inbox preview tools to proof• Front load key words in subject lines• Include pre-header text to expand subject line• Keep copy chunked and short
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SMS - inbound
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SMS - outbound
• Transactional and Service messages– Calendar and Appointment reminders– Last minutes travel changes
• High value, highly targeted, highly perishable• Customers with no email
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Beyond the email click
• Mobile version reduced page bounces 22%– Vegas.com A/B split test– Selected test of a few key
pages– Mobile traffic split to normal
and new mobile page– 16% more page views– 4% higher conversions
Source: MarketingSherpa
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Your next step
• Check your web Analytics– How much mobile traffic?
• Benchmark• Review• Plan
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DMA resources
• DMA Member resources.– Events, whitepapers and best practice guidelines
• DMA Email Council blog– http://dmaemailblog.com
• DMA Infobox email newsletter– http://www.dma.org.uk/infobox
April 12, 2023
@tawatson
www.smartfocus.com
0117 943 5800
www.linkedin.com/smartfocus
www.twitter.com/smartfocus
www.facebook.com/smartfocusgroup
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