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Optimizing Email for Mobile Devices
 

Optimizing Email for Mobile Devices

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Mobile technologies are exploding and changing the way consumers interact with the Web, email and social networking. Now they have instant access to breaking news, personal and business ...

Mobile technologies are exploding and changing the way consumers interact with the Web, email and social networking. Now they have instant access to breaking news, personal and business communications, restaurant and travel reviews, and a pool of "experts" to follow.

As a marketer, having a go-to-market mobile strategy is a critical piece of staying on top of the ever-changing way consumers interact with information and, specifically, email.

Len Shneyder of Unica (formerly Pivotal Veracity) shares what he's learned in his 15 years of experience and proven best practices of using mobile technologies.

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    Optimizing Email for Mobile Devices Optimizing Email for Mobile Devices Presentation Transcript

    • Optimizing For The Small Screen Optimizing Emails for Mobile Devices: Trends, Tips and Best Practices August 19, 2010 – Silverpop Webinar @Silverpop
    • Speakers and Agenda • Len Shneyder • The Mobile Landscape – Director of Deliverability & • The Nuts & Bolts of Mobile Messaging • Rendering Tools & Testing – Unica • Q&A • Wrap-Up and Survey • Loren McDonald – VP, Industry Relations – Silverpop – Moderator
    • Nielsen Study Headline…
    • Buried in Nielsen blog… Email Remains Top on Mobile Internet Activities …the dominance of email activity on mobile devices continue with an increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.
    • Optimizing For The Small Screen Len Shneyder, Director of Deliverability & Messaging, Unica
    • The Mobile Landscape Confidential 2010 Unica Corporation
    • With 4.6 billion current mobile subscriptions projected to surge to 6.5 billion mobile connections by 2014, there's no denying it: Mobile is no longer the future, it’s the present! Confidential 2010 Unica Corporation
    • Everything is a mobile device. Confidential 2010 Unica Corporation
    • The Mobile Explosion “The day when more people Mobile Phone Email Users (millions) read and respond to email via their handhelds than any 1,200 other platform is approaching, underscoring how critical it 1,000 is to build email campaigns 800 that are optimized for mobile devices.” 600 - Mobile Marketer, October 13, 2009 400 1,107 200 659 139 234 392 0 Mobile Internet adoption is outpacing desktop adoption 2009 2010 by 8X 2011 - Morgan Stanley, Web 2.0 Summit, 2012 October 20, 2009 2013 Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com. Confidential 2010 Unica Corporation
    • The Industry is Evolving Confidential 2010 Unica Corporation
    • Cha-cha-cha-changes Confidential 2010 Unica Corporation
    • Mobile Is Global, but there are clear leaders Confidential 2010 Unica Corporation
    • eReaders – New Mobile Vanguards Confidential 2010 Unica Corporation
    • Mobile is not just on the go Confidential 2010 Unica Corporation
    • More food for thought: Social vs. Email Email is the lubricant and glue of social media. Social actions translate into email notifications. Businesses are increasingly leveraging social channels. Confidential 2010 Unica Corporation
    • Mobile Marketing Food Pyramid Mobile Lifestyle Location Based Coupon Mobile Barcodes Email Mobile Mobile Video/TV Games Mobile SMS MMS Internet Confidential 2010 Unica Corporation
    • The Nuts & Bolts of Mobile Confidential 2010 Unica Corporation
    • Mobile isn’t tied to any specific mail client Confidential 2010 Unica Corporation
    • Mobile Email Crosses Borders A recent study found that 52% of mobile phone owners access the same email account across multiple devices (PCs, laptops, mobile phones, etc.), with the other 48% using a distinct account for mobile-email only. Confidential 2010 Unica Corporation
    • Marketing Communications Inter-related Deployment Server ISP Server Content Filters RBLs Volume Blocks Complaint Blocks Bounce Blocks Blacklists Confidential 2010 Unica Corporation
    • Who is viewing your mail and how? Confidential 2010 Unica Corporation
    • Old Mobile Rendering – TEXT Rules Confidential 2010 Unica Corporation
    • New Mobile Rendering Confidential 2010 Unica Corporation
    • Problems May Be Small & Nuanced Confidential 2010 Unica Corporation
    • Don’t Waste Your Customer’s Time Confidential 2010 Unica Corporation
    • Properly executed mobile email Confidential 2010 Unica Corporation
    • Not optimized for mobile Confidential 2010 Unica Corporation
    • Pre-Headers – The Jury Is Still Out Confidential 2010 Unica Corporation
    • The Same Rules Apply  CSS has varied support depending on the mobile device/email client in question. – Inline-Styles are more widely support than Style Sheets  Brand yourself at the top of your email, your fold line is a matter of inches so be sure who you are and what your email is attempting to convey is easily discerned  Forms and scripts will appear as problematic in mobile clients  Use single column layouts vs. double or triple column Confidential 2010 Unica Corporation
    • Rendering Tools & Testing Confidential 2010 Unica Corporation
    • Design optimization is a process: 1 – Test Your Links & Images Confidential 2010 Unica Corporation
    • A 2nd set of eyes never hurts 2 – Check your spelling Confidential 2010 Unica Corporation
    • The best defense against poor rendering 3 – Validate your code Confidential 2010 Unica Corporation
    • Visualize the future 4 – See what your customers are seeing! Confidential 2010 Unica Corporation
    • Contact Information / Q & A • Len Shneyder, Unica – lshneyder@unica.com – Twitter: @LenShneyder • Loren McDonald, Silverpop – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @silverpop
    • Resources • Resource Center – White papers – Archived Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html • Many presentations available on SlideShare – www.slideshare.net/Silverpop
    • Thank You! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com