Email in a mobile
world
@signupto
Is email still relevant?
SMS
Email
Facebook
Google+
LinkedIn
Tumblr
Twitter
Pinterest
0

1,750

3,500

2103 Active Users (...
YES!

@signupto
67%
of marketers say email is their most
successful digital marketing activity
(CMO Council)

@signupto
Why?
•Personal & private	


•Non proprietary	

•Save for later	


@signupto
27% of email opens were mobile in 2011

(Knotice, H2 2011)

27%

73%

Mobile
@signupto

Desktop
47% of email opens are mobile today

(Litmus, October ’13)

53%

Mobile
@signupto

47%

Desktop
but this will reach

60% by late 2014


40%
60%

Mobile
@signupto

Desktop
Email is mobile
marketing
@signupto
50% 	

+

of all mobile purchases are triggered by email

(Exact Target)

@signupto
33% use mobile to screen their emails

(STEEL)	


70% of users will just delete if it doesn’t look good

@signupto

(Blue ...
but...


@signupto
@signupto
18%

of emails are optimised for mobile

(Experian)

@signupto
How to optimise for mobile

@signupto
Simple: design for mobile as
the target platform

@signupto
Better: Responsive design
•Adapts to fit the viewing device (mostly)	

•Uses CSS media queries	

•Hide, resize or show diff...
@signupto
Key considerations
•Small viewing area	

•Single column	

•Short attention span	

•Clear call-to-action / large interactio...
@signupto
Make things easy

@signupto
When’s best to send?

@signupto
We looked at a few billion emails and...

@signupto
Time of day - 3pm

12am 1am

2am

3am

4am

5am

6am

7am

8am

Opens

@signupto

9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6...
Day of week - Thursday

Monday

Tuesday

Wednesday
Opens

@signupto

Thursday

Friday

Saturday
Clicks

Sunday
But even better...

@signupto
@signupto
Let people decide when’s best for them

@signupto
!

@SIGNUPTO
WWW.SIGNUPTO.COM
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Email in a Mobile World by Matt McNeill

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Published in: Marketing, Technology, Business
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Email in a Mobile World by Matt McNeill

  1. 1. Email in a mobile world
  2. 2. @signupto
  3. 3. Is email still relevant? SMS Email Facebook Google+ LinkedIn Tumblr Twitter Pinterest 0 1,750 3,500 2103 Active Users (Millions) @signupto 5,250 7,000 2012
  4. 4. YES! @signupto
  5. 5. 67% of marketers say email is their most successful digital marketing activity (CMO Council) @signupto
  6. 6. Why? •Personal & private •Non proprietary •Save for later @signupto
  7. 7. 27% of email opens were mobile in 2011
 (Knotice, H2 2011) 27% 73% Mobile @signupto Desktop
  8. 8. 47% of email opens are mobile today
 (Litmus, October ’13) 53% Mobile @signupto 47% Desktop
  9. 9. but this will reach 60% by late 2014
 40% 60% Mobile @signupto Desktop
  10. 10. Email is mobile marketing @signupto
  11. 11. 50% + of all mobile purchases are triggered by email
 (Exact Target) @signupto
  12. 12. 33% use mobile to screen their emails (STEEL) 70% of users will just delete if it doesn’t look good @signupto (Blue Hornet)
  13. 13. but...
 @signupto
  14. 14. @signupto
  15. 15. 18% of emails are optimised for mobile
 (Experian) @signupto
  16. 16. How to optimise for mobile @signupto
  17. 17. Simple: design for mobile as the target platform @signupto
  18. 18. Better: Responsive design •Adapts to fit the viewing device (mostly) •Uses CSS media queries •Hide, resize or show different elements @signupto
  19. 19. @signupto
  20. 20. Key considerations •Small viewing area •Single column •Short attention span •Clear call-to-action / large interaction area •Optimise your subject line and pre-header •Make sure your site works well on mobile! @signupto
  21. 21. @signupto
  22. 22. Make things easy @signupto
  23. 23. When’s best to send? @signupto
  24. 24. We looked at a few billion emails and... @signupto
  25. 25. Time of day - 3pm 12am 1am 2am 3am 4am 5am 6am 7am 8am Opens @signupto 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Clicks
  26. 26. Day of week - Thursday Monday Tuesday Wednesday Opens @signupto Thursday Friday Saturday Clicks Sunday
  27. 27. But even better... @signupto
  28. 28. @signupto
  29. 29. Let people decide when’s best for them @signupto
  30. 30. ! @SIGNUPTO WWW.SIGNUPTO.COM

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