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Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
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Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count

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  • Lyris customer for 9 years – Currently using Lyris HQExclusive rights to operate the official online stores of Manchester United, Chelsea, Real Madrid, Barcelona, Everton and CelticOnline and offline direct mailings / catalogues, call centre operations, and pick pack parcel distribution and warehousing 
  • Transcript

    • 1. KITBAG.COM Case Study: iPhone Optimisation Lyris Ltd –1 Confidential
    • 2. Objective To find out if optimising Kitbag.com’s emails for mobile devices results in higher open, click through and conversion rates. 2 Lyris Ltd — Confidential
    • 3. Kitbag.com Kitbag.com is Europes leading online sports retailer 33 Lyris Ltd — Confidential
    • 4. Why are mobile devices important toemail marketers?  Morgan Stanley predicted that the population of mobile users will exceed desktop internet users within five years.  Mobile e-commerce is ramping up faster than online e-commerce, now making up 4% of total retail sales  Research by Nielsen shows that Email accounts for 42 percent of mobile internet time (compared to just 10.5 percent using social media, for example). 4 Lyris Ltd — Confidential
    • 5. What are the main issues?  What does your email look like on a small screen?  Is it hard to click on links?  Do your subscribers have to zoom in to read the content?  If you have optimised the email for a mobile device, what does it look like on a large screen? 5 Lyris Ltd — Confidential
    • 6. Testing method  Litmus email analytics tags added to Kitbag emails from December 2011 – February 2012  Top email clients analysed – Apple iPhone was used by 22.49% of recipients making it the most popular email client among Kitbag subscribers  Apple iPhone subscribers flagged within Lyris HQ  Lyris and Kitbag develop iPhone optimised email templates which are 400 pixels wide rather than 750 pixels wide  50% of flagged iPhone users are sent a regular sized version of the Kitbag newsletter and 50% are sent the iPhone optimised version 6 Lyris Ltd — Confidential
    • 7. KEY STATS
    • 8. Popularity of reading environmentsamong Kitbag.com subscribers 35% of opens from Kitbag.com subscribers come from a mobile device 8 Lyris Ltd — Confidential
    • 9. Top email clients used byKitbag.com subscribers 9 Lyris Ltd — Confidential
    • 10. Top mobile email clients used byKitbag.com subscribers 66% of Kitbag’s mobile opens come from the Apple iPhone 10 Lyris Ltd — Confidential
    • 11. Top email clients used by iPhone users 98% of iPhone users view their emails with the built-in mail client 11 Lyris Ltd — Confidential
    • 12. Engagement across email clients Desktop Mobile Webmail 12 Lyris Ltd — Confidential
    • 13. OPTIONS FOR OPTIMISING
    • 14. Option 1 – Removing fixed width tables One of the most widely used solutions to this issue is having a table that is equal to 100%. This means the email will automatically fill 100% of the screen it is being viewed on. Pros • Easy to do • Usually looks good on mobile devices Cons • Not appropriate for image only emails • Can look very bad on larger screens • Doesn’t always look good on a mobile device, especially if there are images 14 Lyris Ltd — Confidential
    • 15. Option 1 – Removing fixed width tables Example of an email with 100% table fully open in Outlook 15 Lyris Ltd — Confidential
    • 16. Option 2 – Add a view on mobile link toyour email Add a link to the top of an email which points to a mobile friendly version of the email. Pros • Easy to do • Looks good on mobile devices Cons • Requires subscriber to click on a link to view • Takes longer to code the email • Often gets overlooked because the link is usually quite small on a mobile device 16 Lyris Ltd — Confidential
    • 17. Option 3 – Intelligent CSS Use CSS media queries to remove unnecessary elements of your email when viewed on a small screen. Pros Cons • Allows you to change the look of the • Requires a coder to implement email depending on screen size • Not effective for image only emails • Looks good on large and small • Can take longer to code screens • Adds weight to email due to extra • Gives you the ability to remove code unnecessary parts of your email • Doesn’t work in Gmail’s Android app 17 Lyris Ltd — Confidential
    • 18. Option 3 – Intelligent CSS Outlook iPhone iPhone without CSS with CSS 18 Lyris Ltd — Confidential
    • 19. Option 4 – Design your email for mobile users Reduce the width of your current email to between 300 – 500 pixels and use a single column layout. Ensure the email text is large enough to read on a mobile and the call to action is easy to click. Pros • Not hard to do • Easy to read on a mobile without having to zoom in • Links are easy to tap Cons • Could look slightly strange when viewed on a large screen 19 Lyris Ltd — Confidential
    • 20. HOW DID WE OPTIMISE KITBAG’S EMAILS
    • 21. Regular email design – Within iPhone  750 pixels wide  Very small pre-header text  Small navigation buttons  Multi-column layout  Unreadable text  Small calls to action – can be hard to click through on desired link 21 Lyris Ltd — Confidential
    • 22. iPhone optimised email design  400 pixels wide  No pre-header text  No navigation buttons  Single column layout  Larger text  Large calls to action that are easy to tap  Unnecessary content has been removed  Main message is clearly visible at the top of the email 22 Lyris Ltd — Confidential
    • 23. TEST RESULTS
    • 24. Non-iPhone users Full size emails sent to all non-iPhone users Key Metrics Results Average unique open rate 12.3% Average unique click rate 2.3% Average click to open rate 19.11% 24 Lyris Ltd — Confidential
    • 25. iPhone users sent full size email Full size emails sent to 50% of iPhone users Key Metrics Results Average unique open rate 39.8% Average unique click rate 5.3% Average click to open rate 13.31% 25 Lyris Ltd — Confidential
    • 26. iPhone users sent optimised email Optimised email sent to 50% of iPhone users Key Metrics Results Average unique open rate 43.4% Average unique click rate 4.9% Average click to open rate 11.37% 26 Lyris Ltd — Confidential
    • 27. Average unique open rates 27 Lyris Ltd — Confidential
    • 28. Higher open rates for mobile optimised emails? Why would the mobile optimised emails consistently have a higher open rate? 28 Lyris Ltd — Confidential
    • 29. Size matters! Average Email Average open weight rate Full size version of email 17.42 KB 39.84% iPhone optimised version of 9.35 KB 43.38% email Light weight emails = Higher open rates on mobile devices Internet download speeds can vary greatly on mobile devices so it makes sense that the faster downloading email would have a higher open rate on a mobile. 29 Lyris Ltd — Confidential
    • 30. How about conversions? Although we received great open rates from our iPhone segment we did not see an increase in conversion rates. There could be several reasons for this:  Kitbag.com does not have a mobile optimised version of their website  Subscribers are most probably not in a position to purchase when viewing your emails on their mobile Kitbag.com on an iPhone 30 Lyris Ltd — Confidential
    • 31. Why bother? Why bother optimising for mobile devices if conversion rates are not higher? We believe that it’s still important to optimise for mobile devices because:  Open rates from mobiles are much higher than other email clients  Having a clear mobile optimised email design will encourage these subscribers to return directly to your website or shop at a later date – via their desktop or tablet 31 Lyris Ltd — Confidential
    • 32. THANK YOU

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