mobile optimisation for email
DESCRIPTION
Copy of the presentation given at TFMA & Internet World 2013.TRANSCRIPT
Mobile Optimisation for
• Head of Email – tmw• IAB Email Council Member
Stay in contact (twitter): @hickling
@tmwagency
about me/
Ryan Hickling
insert client logo here
our work /
our clients
• Current state of email on mobile• What marketers should be doing right now• The basics of responsive design for email
intro/
what to expect
the current state/
stats
Depending on sector & other factors up to 50% of your list are opening emails on mobile devices right now.
• Smartphone / Feature phone adoption64%/36% as of Dec 2012 - comScore
• Smartphone email usage43% almost every day - comScore
• Email was the #1 most used mobile activity in 2012 - Ofcom
the current state/
stats
Mobile purchasing decisions are most influenced by Emails from companies (71%) only surpassed by the influence of Friends (87%). – Adobe
“2013 Digital Publishing Report: Retail Apps & Buying Habits”
57% of smartphone and tablet owners checked email while watching a TV program. 59% during commercials Nielssen – “State of the Media” (2011)
41.09% of emails are opened on a mobile operating system or device. – Knotice (2013)
the current state/
stats
• Monitor mobile device open rates• Check mobile interaction• Review customer journey
• Define KPIs
Mobile first!
what you should do/
check user base
what you should do/
options
• Do nothing• Fluid layouts
• Responsive design
• Content display based on screen size• Only one version
responsive email/
what & why?
responsive email/
a few of the benefits
• Image & Copy Resize• Separate styling
• Control of CTA position• No need to zoom
• Removal of horizontal scrolling• Hide un-needed copy
• Mobile specific content
responsive email/
considerations
• Design• Development
• QA• Device support
responsive email/
examples
responsive email/
examples
Actively increases sales of the target group
responsive email/
examples
mobile first/
optimisation
• Forces concentration on objectives• Design & copy improvements
• Removal of clutter
sources & further reading/
• comScore Mobilens 3 month avg end Dec 12 (UK)
• Ofcom Communications Market Report 2012• Litmus – emailclientmarketshare.com
• http://www.emailmonday.com/mobile-email-usage-statistics
sitecore/
digital marketing system
• Device type reporting• Advanced personalisation
• Triggered campaigns / Lifecycle Engagement • Testing & Optimization
End