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The Year Email and Mobile Became Friends

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Is it possible that EMAIL and MOBILE could become friends? YES! In fact, it’s a must-make connection in 2011. As you begin to plan your e-marketing calendar for the New Year, you need to consider …

Is it possible that EMAIL and MOBILE could become friends? YES! In fact, it’s a must-make connection in 2011. As you begin to plan your e-marketing calendar for the New Year, you need to consider mobile. Join us for this session where we will discuss how to optimize your emails for your mobile audience.

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Transcript

  • 1. The Year Email and Mobile Became Friends
    Jeanette Arrighi, MBA
    Marketing Strategy Manager
    Twitter
    @Informz
    @EMKTG_GURU
  • 2.
  • 3. Overview
    Mobile Today
    Using Analytics
    Options for Delivery
    Text Messaging
  • 4. Mobile Today
    • 45% of web mobile usage is spent checking email.
    • 5. 64% of key decision makers are reading email on mobile devices.
  • Mobile Trends
    Informz Readership Review, 2011
  • 6. Who is using mobile
    Text over HTML
  • 7. Who is using mobile
    Ask your subscribers
  • 8. Who is using mobile
    Look at your analytics
  • 9. Benefits
    Deliver what your subscribers want
    Higher likelihood they will take action
    Increased deliverability and loyalty
  • 10. Designing for Mobile
    Web version
    Unique design for mobile users
    Combination design
  • 11. Web Version
  • 12. Web Version
    Keep it clean and simple
    Width should be 100%
    Headers and images
    Easily-clickable links
    Font size
  • 13. Benefits
    Everyone wins
    No guesswork
    Low effort
  • 14. Mobile-Only Layout
    Very similar to the web version
    100%
  • 15. Mobile-Only Layout
  • 16. Mobile-Only Layout
    Very similar to the web version
    Alternatives to images
    Include phone numbers and email addresses.
    Size
  • 17. Benefits
    Will render on most Smartphones
    Increase deliverability
    Easy to understand marketing messages
  • 18. Combination Design
  • 19. Combination Design
  • 20. Combination Design
    Define a width of the message, not a percentage
    Consider how many columns
    Image control
    Text version tips
  • 21. Benefits
    Set it up once
    Easy to render on all devices
    Low long-term effort
  • 22. Overall tips for mobile marketing
    Short subject lines
    Include contact information
    Pre-headers
    Short body copy
    Limit images
    Consistent “from” line
    Manage text version
  • 23. Overall tips for mobile marketing
  • 24. Test, test, test
  • 25. Text Messaging Campaigns
    Capitol Hill alerts
    Special discounts/offers
    Tip of the day
    Happy birthday alerts
    Annual meeting communication
  • 26. Text Messaging Campaigns
    Subscription form
    Double opt-in
    Opt-out option every time
  • 27. Tips for a successful campaign
    Decide if your subscribers want this
    160 characters or less
    Clear message on what action you want them to take
    Review analytics
  • 28. Benefits of Text Messaging
    Less expensive than traditional print advertising
    More interested customer
    Immediate effect
  • 29. Questions?
    advisor@informz.com
    Follow us online:
    www.twitter.com/informz
    www.slideshare.net/informz

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