Mobile Email Marketing 101

BLUE SKY FACTORY WEBINAR SERIESMobile Email Marketing 101 May 20, 2011 2:00 to 2:45 ET #MobileEmail 1

WHO ARE WE? Blue Sky Factory Wood Street, Inc.Become a better marketer through Bringing your ideas about the effective email marketing web and mobile into focus BlueSkyFactory.com WoodStreet.com 2

LET’S TALK ABOUT MOBILE 3

SOME STATS ON MOBILE• Mobile is growing EVERY DAY!• Of the 4 billion mobile phones in use, 1.08 billion are smartphones.• Smartphones showed the strongest growth in 2010; this continues in 2011.• Most popular activities on the mobile web are search, reading news and sports information, downloading music and videos, and email and instant messages. - Think Marketing: Mobile Marketing and Usage: Statistics and Facts for 2011 4

EMAIL DOMINATES WEB TIME 5

MOBILE IN EMAIL• 85% of smartphone users check their email on their smartphones (e.g., read the subject line and from address), and 82% actually read their email on their smartphone. - ExactTarget (2009)• 43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. - Merkle "View From the Digital Inbox 2011” (2011)• 13.36% of emails are opened by a mobile operating system or device. - Knotice (2011) 6

BUT…Only 31.6% of US marketers said having anoptimized mobile marketing experience for customers is important. - eROI "The Current State of Social, Mobile, & Email Integration" (2010) 7

WHAT DOES IT ALL MEAN?IT MEANS…PEOPLE READ EMAIL ON MOBILE -ACT ACCORDINGLY! 8

ARE YOUR EMAILS GETTING READ ON MOBILE DEVICES? Use Google Analytics or another tool to find out. Get instructions and learn more in “How to Measure Your Mobile Email Marketing Strategy.” http://blog.blueskyfactory.com/creativeanddesign/how-to-measure-your-mobile-email-marketing-strategy/ 9

TWEETAWAYMobile email usage is growing; adoption by marketers lags. #MobileEmail 10

DESIGNING EMAILS FOR MOBILE 11

GETTING INTO THE INBOX• Inbox = eMarketing gatekeeper• Your crucial first impression• Take this moment seriously! 12

DON’T BE THAT GUY! Source: http://daveatherall.blogspot.com/ 13

THE EMAIL MARKETING TRIFECTA From Name Subject Line Preheader 14

FROM NAME From Name • Subscribers scan for familiarity • Use a company or brand name they know • People trust names they know, and they will click on those names 15

SUBJECT LINE Subject Line • 15 characters or less is ideal • Make it eye-catching AND relevant • Make it irresistible! • Consistency helps 16

PREHEADER Preheader • This is preview text for the email • Usually “View in Your Browser" or similar • Use this as a way to hook them  “Special Offer Inside”  “Great Marketing Tips in This Email” 17

5 THINGS TO CONSIDER1. Think about thumbs2. Space things with touch screens in mind3. How much is enough content?4. How much is too much?5. Keep it scannable 18

AN ANATOMY LESSONNote: A minimum of 44px by 44px is the average finger tap on an iPhone 19

MOBILE EMAIL MARKETING BEST PRACTICES• Place important content on the left • Try your color palette in different lighting environments• Maintain visual consistency with your existing website (if you have • Keep the main navigation to three or four one) links• Reduce the amount of text • Think about fluid (liquid) designs for best adaptation (minimum width of 320px)• Use legible fonts on every screen; don’t rely on the resolution • Use lists rather than tables• Use background colors to separate • Reduce load time by using CSS3 instead of sections images for gradients, rounded corners, shadows, etc. 20

TWEETAWAYWhen designing emails for mobile, user experience is most important. #MobileEmail 21

CREATING A MOBILE VERSION 22

SCREEN SIZE AND OTHER HEADACHES 23

SCREEN SIZE Mobile is a vast array of shapes and sizes. Rank Phone Type Resolution #1 Nexus One 800 x 480 #2 Droid Incredible 480 x 800 #3 Apple iPhone 3 GS (32 GB) 480 x 800 #4 HTC Evo 480 x 800 #5 Blackberry Bold 9650 480 x 360 #6 HTC HD2 480 x 800 #7 Motorola Droid 480 x 854 #8 Palm Pre 320 x 480 Design for minimum of 320 px wide ORPlace most important information within a 340 px-wide area. 24

TWEETAWAYEmail displays differently on different mobile screens; account for your target devices. #MobileEmail 25

4 WAYS TO ENSURE CROSS DEVICE COMPATIBILITY1. Use a tool to test  http://litmus.com/  http://www.returnpath.net/commercialsender/monitoring/gold/2. Design for lowest common denominator  480 px wide  Design for legibility at 50% size of original (for feature phones)3. Use Meta tags and CSS to allow for proper rendering in devices  CSS3 for setting up styles, etc.  Meta tags can alert the device to render certain ways: • <meta name="“viewport”" content="“width=320”"> for rendering properly on an iPhone for example4. Design with a grid format using color and areas of content that can adjust variably - StrongMail Blog (2011) 26

DIFFERENT DEVICES, DIFFERENT RESULTS 27

TWEETAWAYMobile email conversion = encouraging the open & designing for conversion. #MobileEmail 28

GETTING MOBILE SUBSCRIBERS TO CONVERT 29

ENCOURAGE THE OPEN• Keep best practices in mind  Send time  Frequency  From name  Subject line• Make sure your subject line & preheader work together• Build relationships• Provide value Read more on Wood Street’s blog, “4 Ways to Get Your Emails Opened.” 30

DESIGN FOR CONVERSIONS• K.I.S.S. (Keep it Simple, Silly!)• Refine your call-to-action  Mother-in-law test  Arm’s length test• Above the fold  Main call-to-action  Share links Flickr: quinn.anya 31

GROWING YOUR AUDIENCE• SMS/text messaging  In-person events  Signage  Traditional media• QR Codes• Mobile application (such as Blue Sky Factorys Publicaster)• Optimize for mobile  Clear contact information  Include share links Read more on mobile on the Blue Sky Factory blog. 32

WE WRITE USEFUL STUFF ALL THE TIME!Visit the Wood Street blog for more on web & mobile. Latest posts: • 3 Reasons Design Matters on a Web Site • 3 Reasons Your Web Site is Still Important • Why Your Web Site Needs Email Marketing 33

FREE EMAIL MARKETING EBOOKDownload “50 Ways to Build Your Email Marketing List”: BlueSkyFactory.com/mobilewebinar http://www.blueskyfactory.com/mobilewebinar 34

THANK YOU! Amy Garland Jon-Mikel BaileyClient Services Manager Founder & President Blue Sky Factory Wood Street, Inc. @amygarland @jonmikelbailey BlueSkyFactory.com WoodStreet.com @blueskyfactory @woodstreetwebBlog.BlueSkyFactory.com Wood Street Blog 866.216.BLUE 301.668.5006 35

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Mobile Email Marketing 101

by Blue Sky Factory

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