Dreamforce | ExactTarget Marketing Cloud: The Mobile Inbox 101

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Content strategy and user experience lessons
to help you connect with your mobile email subscribers

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Dreamforce | ExactTarget Marketing Cloud: The Mobile Inbox 101

  1. 1. The Mobile Inbox 101 Content strategy and user experience lessons to help you connect with your mobile email subscribers Kristina Huffman, Global Practice Lead, Creative Services, ExactTarget, @krudz Andrea Smith, Design Lead, Content Marketing & Research, ExactTarget, @andreasmith77
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Kristina Huffman Creative Services, ExactTarget @krudz Andrea Smith Design Lead, Content Marketing & Research, ExactTarget @andreasmith77
  4. 4. “Mobile email opens just reached 50% globally last month - we are losing some clicks - we should be optimizing our mobile email and web experiences so they are easier to spend money on.”
  5. 5. “Mobile email opens just reached 50% globally last month - we are losing some clicks - we should be optimizing our mobile email and web experiences so they are easier to spend money on.”
  6. 6. A bad mobile email experience breaks the path to conversion
  7. 7. A bad mobile email experience breaks the path to conversion
  8. 8. For one retailer, 76% of subscribers had opened on mobile at least once.
  9. 9. Agenda 1. Behavior of the mobile subscriber 2. Content strategy for all screens 3. Optimizing email elements for mobile 4. Testing and tracking
  10. 10. Stop looking at devices. Start looking at customers.
  11. 11. 1. Behavior of the mobile subscriber
  12. 12. What can we learn about subscribers through mobile email data?
  13. 13. Mobile is a barrier to clicking Click-to-open rates for a B2C customer Clicks Opens Clicks Opens Mobile openers click less than desktop openers.
  14. 14. Desktop Mobile Mobile is a barrier to clicking Click-to-open rates for a B2C customer Mobile openers click less than desktop openers.
  15. 15. For one retailer, 72% opened the email once.
  16. 16. For one retailer, 81% clicked the email once.
  17. 17. 2. Content strategy for all screens
  18. 18. Choosing content for [sm]all screens
  19. 19. Mobile magnifies content.
  20. 20. Resist the kitchen sink. View mobile version Preheader View web version Nav1 Nav2 Nav3 Nav4 Nav5 READ THIS! And this version. FREE DOWNLOAD Shop Now + Also, buy this. And this. Share this email on Facebook, Twitter, Pinterest, Google+, Tumblr. (And forward it to all your friends.)
  21. 21. Ensure all clicks tie back to goals. Be ruthless.
  22. 22. Mobile Success Requires Tough Choices 1.  Pull click overlays for a variety of sends from the same template 2.  Prioritize content into top three clicks 3.  Cut content that doesn’t get clicks
  23. 23. Designing content for [sm]all screens
  24. 24. 3 questions to ask for your next email… What is the point of this email? Why should they care? How do they take action? Via Alex Williams
  25. 25. Answer all 3 in one glance. What?! Why?! How?!
  26. 26. Answer all 3 in one glance.
  27. 27. Answer all 3 in one glance.
  28. 28. Answer all 3 in one glance.
  29. 29. 3. Optimizing email elements for mobile
  30. 30. Branding Text User Interface Images Calls to action Video
  31. 31. Branding: Be flexible Don’t design yourself into a box; give visual flexibility Consistent type, CTAs and styles will hold your brand together across screens
  32. 32. Branding: Be flexible Message, tone, and feel is your brand, not pixel perfect rendering. - @alexcwilliams
  33. 33. Text: Large for legibility 28px RECOMMENDATION: Headlines ≥ 28px Body Text ≥ 17px 17px 24px
  34. 34. Text: Use live text People click without opening (especially on Android)
  35. 35. UI: Use conventions “The most beautiful toilet sign is useless if men constantly walk into the ladies’ room” - Oliver Reichenstein
  36. 36. UI: Make calls-to-action stand out with color, whitespace, placement Protip: Color doesn’t matter. Whatever stands out gets clicked. winner Vs.
  37. 37. Images: Use them. Don’t hide them.
  38. 38. Images: Use them. Don’t hide them.
  39. 39. Images: Accommodate retina Good: CSS buttons Bad: Fuzzy image-based button
  40. 40. Images: Rethink borders: the device is the container Border-mania!
  41. 41. Video: view times are longer on mobile Video-based content can lower the barrier to click on mobile. (Embed it on the landing page to be closer to conversion opportunities) Tablet 2:59 Phone Desktop ExactTarget.com Blog video content – average viewing duration by device 2:50 2:09
  42. 42. “Most of us lead busy but undisciplined lives. We have ever-expanding ‘to do’ lists, trying to build momentum by doing, doing, doing—and doing more. And it rarely works. Those who built the good-to-great companies, however, made as much use of ‘stop doing’ lists as ‘to do’ lists.” - Jim Collins
  43. 43. Mobile Email #StopDoingList ⤫  Stop using the “view on mobile” link ⤫  Stop redesigning the button/link styles every email ⤫  Stop cramming content above the fold ⤫  Stop panicking about new devices and technologies
  44. 44. 4. Testing and Tracking
  45. 45. It’s not a simple AB test A Opens ! ! Clicks ! Conversions B Opens Clicks Conversions !
  46. 46. Data Inputs for Designers 1. Your email client market share Litmus Analytics and website analytics – ensure workflow and layout/code align 2. New devices/technologies in market Priority Inbox, Z10, Gmail tabs… selectively freak out 3. Clicks by device Are mobile clicks underperforming? Should we adjust? 4. Click overlays Did they click where I designed them to? 5. Conversions How close was I to meeting our goals?
  47. 47. 3rd Party Promo Rate and Review Abandoned Cart Click overlays Did they click where I designed them to? Newsletter
  48. 48. Three lessons on testing design
  49. 49. 1 If you have a large dormant audience; test with new subscribers. They haven’t been tainted by your emails; the dormant audience is masking the true impact of improvements. engaged unengaged
  50. 50. 2 Responsive design may not work on the first try. Change occurs over time. Re-train subscribers to see your emails [and website] as usable on mobile.
  51. 51. 3 Measure money, not clicks. Responsive emails sometimes lose on opens and clicks, but make more money. A Opens ! Clicks ! Conversions B Opens Clicks Conversions !
  52. 52. Adopting mobile first
  53. 53. Do what’s best. Start now. Define goals: •  Branding •  Performance •  Production Efficiencies
  54. 54. Pick a small team to pilot a responsive email…
  55. 55. 1. Wireframe mobile first
  56. 56. 2. Design mobile first
  57. 57. 3. Code mobile first
  58. 58. Launch & Repeat Iterative testing is key!
  59. 59. Summary 1.  Know your audience. 2.  Develop a content strategy that respects all environments. 3.  Optimize email elements for a mobile first user experience. 4.  Identify goals and a pilot team to test and track mobile optimization. Mobile email optimization is a long-term investment in the user experience.
  60. 60. Kristina Huffman Andrea Smith Global Practice Lead, Creative Services ExactTarget @krudz Design Lead, Content Marketing & Research ExactTarget @andreasmith77 Resources / downloads at: pages.exacttarget.com/ETDesign
  61. 61. We want to hear from YOU! Please take a moment to complete our session survey Surveys can be found in the “My Agenda” portion of the Dreamforce app

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