Mobile Optimisation for Email
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Mobile Optimisation for Email

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Copy of the presentation given at TFMA & Internet World 2013.

Copy of the presentation given at TFMA & Internet World 2013.

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  • 1. Mobile Optimisationfor Email
  • 2. • Head of Email – tmw• IAB Email Council MemberStay in contact (twitter):@hickling@tmwagencyabout me/Ryan Hickling
  • 3. our work /our clients
  • 4. • Current state of email on mobile• What marketers should be doing right now• The basics of responsive design for emailintro/what to expect
  • 5. the current state/statsDepending on sector & other factors up to 50% of your list are opening emails onmobile devices right now.• Smartphone / Feature phone adoption64%/36% as of Dec 2012 - comScore• Smartphone email usage43% almost every day - comScore• Email was the #1 most used mobile activity in 2012 - Ofcom
  • 6. the current state/stats
  • 7. Mobile purchasing decisions are most influenced by Emails from companies(71%) only surpassed by the influence of Friends (87%). – Adobe “2013 Digital PublishingReport: Retail Apps & Buying Habits”57% of smartphone and tablet owners checked email while watching a TV program. 59% duringcommercials Nielssen – “State of the Media” (2011)41.09% of emails are opened on a mobile operating system or device. – Knotice (2013)the current state/stats
  • 8. • Monitor mobile device open rates• Check mobile interaction• Review customer journey• Define KPIsMobile first!what you should do/check user base
  • 9. what you should do/options• Do nothing• Fluid layouts• Responsive design
  • 10. • Content display based on screen size• Only one versionresponsive email/what & why?
  • 11. responsive email/a few of the benefits• Image & Copy Resize• Separate styling• Control of CTA position• No need to zoom• Removal of horizontal scrolling• Hide un-needed copy• Mobile specific content
  • 12. responsive email/considerations• Design• Development• QA• Device support
  • 13. responsive email/examples
  • 14. responsive email/examplesActively increasessales of the targetgroup
  • 15. responsive email/examples
  • 16. mobile first/optimisation• Forces concentration on objectives• Design & copy improvements• Removal of clutter
  • 17. sources & further reading/• comScore Mobilens 3 month avg end Dec 12 (UK)• Ofcom Communications Market Report 2012• Litmus – emailclientmarketshare.com• http://www.emailmonday.com/mobile-email-usage-statistics
  • 18. sitecore/digital marketing system• Device type reporting• Advanced personalisation• Triggered campaigns / Lifecycle Engagement• Testing & OptimizationEnd