Email in a Mobile World by Matt McNeill
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Email in a Mobile World by Matt McNeill



Presentation delivered at the Digital Marketing Show 2013 (

Presentation delivered at the Digital Marketing Show 2013 (



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    Email in a Mobile World by Matt McNeill Email in a Mobile World by Matt McNeill Presentation Transcript

    • 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 (Millions) @signupto 5,250 7,000 2012
    • 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 Hornet)
    • but...
    • @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 different elements @signupto
    • @signupto
    • 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
    • @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 6pm 7pm 8pm 9pm 10pm 11pm Clicks
    • 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