Mobile Optimisationfor Email
• Head of Email – tmw• IAB Email Council MemberStay in contact (twitter):@hickling@tmwagencyabout me/Ryan Hickling
our work /our clients
• Current state of email on mobile• What marketers should be doing right now• The basics of responsive design for emailint...
the current state/statsDepending on sector & other factors up to 50% of your list are opening emails onmobile devices righ...
the current state/stats
Mobile purchasing decisions are most influenced by Emails from companies(71%) only surpassed by the influence of Friends (...
• Monitor mobile device open rates• Check mobile interaction• Review customer journey• Define KPIsMobile first!what you sh...
what you should do/options• Do nothing• Fluid layouts• Responsive design
• Content display based on screen size• Only one versionresponsive email/what & why?
responsive email/a few of the benefits• Image & Copy Resize• Separate styling• Control of CTA position• No need to zoom• R...
responsive email/considerations• Design• Development• QA• Device support
responsive email/examples
responsive email/examplesActively increasessales of the targetgroup
responsive email/examples
mobile first/optimisation• Forces concentration on objectives• Design & copy improvements• Removal of clutter
sources & further reading/• comScore Mobilens 3 month avg end Dec 12 (UK)• Ofcom Communications Market Report 2012• Litmus...
sitecore/digital marketing system• Device type reporting• Advanced personalisation• Triggered campaigns / Lifecycle Engage...
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.

Published in: Technology, Business
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Mobile Optimisation for Email

  1. 1. Mobile Optimisationfor Email
  2. 2. • Head of Email – tmw• IAB Email Council MemberStay in contact (twitter):@hickling@tmwagencyabout me/Ryan Hickling
  3. 3. our work /our clients
  4. 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. 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. 6. the current state/stats
  7. 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. 8. • Monitor mobile device open rates• Check mobile interaction• Review customer journey• Define KPIsMobile first!what you should do/check user base
  9. 9. what you should do/options• Do nothing• Fluid layouts• Responsive design
  10. 10. • Content display based on screen size• Only one versionresponsive email/what & why?
  11. 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. 12. responsive email/considerations• Design• Development• QA• Device support
  13. 13. responsive email/examples
  14. 14. responsive email/examplesActively increasessales of the targetgroup
  15. 15. responsive email/examples
  16. 16. mobile first/optimisation• Forces concentration on objectives• Design & copy improvements• Removal of clutter
  17. 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. 18. sitecore/digital marketing system• Device type reporting• Advanced personalisation• Triggered campaigns / Lifecycle Engagement• Testing & OptimizationEnd
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