Download - Webinar the mobile takeover may 2014_final
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AGILE EMAIL MARKETING
Everything You Need To Know About Gmail’s
New Grid View!
Tuesday, April 22, 2014
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Audio
• AUDIO:
• Streaming through your computer speakers. Please make sure
speakers are on, and volume is up.
• OR
• Toll: +1 480-297-0022
• Access Code: 162-594-682
• Audio PIN: Shown after joining the webinar
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Questions and Recording
QUESTIONS:
• Please submit any questions throughout the
session by using the Questions panel on your right
RECORDING:
• Will be shared within 48 hours
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Get Social!
#MobileTakeover
@movableink
@returnpath
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Your Speakers
Jordan Cohen
VP of Marketing
Movable Ink
Bonnie Malone
Director, Response Consulting
Return Path
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The Evolving Landscape:
Findings and Analysis of Movable Ink’s US Consumer
Device Preference Report
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Mobile moved our cheese… fast
Sources:
• Silverpop & Unica, “Optimizing for the Small Screen,” August 2010
• Movable Ink, “US Consumer Device Preference Report,” May 2014
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More email is opened on iPhones than all desktops combined
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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This is how the map has changed just over the past year
Q2 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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This is how the map has changed just over the past year
Q3 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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This is how the map has changed just over the past year
Q4 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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This is how the map has changed just over the past year
Q1 2014
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Desktop email opens continue to decline
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Smartphone opens seem to be leveling out
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Tablets are showing the strongest growth
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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So why are you still designing for desktops first?!!
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Smartphones and Tablets do drive revenue
Source: Movable Ink, May 2014
Percent of email-driven revenue captured by device
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Smartphones also drive sales on desktops and tablets
Source: Movable Ink, May 2014
11% of purchasers open on a smartphone first, then convert on a
different device
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And mobile email openers spend more than desktop-only people
Source: Movable Ink, May 2014
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And iOS users spend more than Android users
Source: Movable Ink, May 2014
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And, good news, iOS opens trounce Android opens
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Here’s the breakdown, in detail
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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Tablets Replacing Desktop as Household PC of Record
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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“Desktop companies” seem to think so
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“Desktop companies” seem to think so
“It’s the tablet that can replace your laptop. It is
the most powerful, thinnest, and lightest Surface
Pro yet. It is a full PC and a brilliant tablet.”
- Panos Panay, corporate vice president, Microsoft Surface
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Closing Thoughts on the Research
• Smartphone email opens might have reached their peak at ~50%
• Tablets will continue to eat away at desktop market share
• The “tap-through rate” is the new click-through rate
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Strategies for Success:
New Tactics and Ideas from Return Path and Movable Ink
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The email
experience
is different
on each
device
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Best Practices:
• Consider a single column design;
use 600 pixel width as guide
• Streamline/shorten the content
• Use tap targets like images and
buttons in place of text links
• Increase text sizes (13px minimum
for body copy, 16px minimum for
headlines)
• Aim for total file sizes of less than
100KB
• Include a call to action button
within the preview pane (approx.
0.3" – 0.4”)
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- One layout for multiple
screens
- Single column
- Use larger, tap friendly
CTA
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Mobile First - Fab
Desktop Mobile
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Capital One
Email Landing Page
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Responsive design is an approach to
web page creation that makes use of
flexible layouts, flexible images and
cascading style sheet media queries
(@media).
The goal of responsive design is to
build web pages that detect the
visitor’s screen size and orientation
and change the layout accordingly.
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Option 1 – Content Stripping
• Stable
• Renders well across multiple devices
• Easy to update code
• Elements may be stripped
Option 2 – Content Stacking
• All elements carried over to mobile
• Higher response rates
• Least stable approach
• Potential rendering and coding issues
Option 3 – Version Switching
• Stable
• Versatile
• Renders well across multiple devices
• Changes must be made across
different device versions
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PayPal
Initial Screen Scroll 1
Scroll 2 Scroll 3 Scroll 2 Scroll 3
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Expedia
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Desktop Version Responsive Version
24 Hour Fitness
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Desktop Version Responsive Version
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LinkedIn: I just want to congratulate my friend!
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ebay makes everything easy by deep linking into its mobile app
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J Brand uses device targeting to display the best version on any device
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The Knot gives you a click-to-call option
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Trying to drive in-store sales?
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Express makes scanning at the counter easy
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Comedy Central uses device specific call outs and deep linking
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Comedy Central deep links to promote social sharing
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And it works!
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Got Questions?
• Please submit your questions or feedback
through the Questions panel
on your screen.
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Thank You!
To learn more about Movable Ink, please visit
www.movableink.com
To learn more about Return Path, please visit
http://www.returnpath.com
Any questions or feedback on today’s webinar?
Thanks for joining us!