Email for Mobile Phones


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  • Some stats to keep in mind when creating your email campaigns. Mobile phone users will not usually be a huge amount of people in your list, but the number will continue to increase. Plus, nearly everything I’m going to cover today you should be doing in your email marketing already because these are good marketing tips You do not have to do special coding for your emails, you just need to keep in mind that these are smaller screens and follow a few tips, most of which you should be doing already anyway. Many mobile phone users will “triage” their inbox – find and respond to anything urgent, delete anything they don’t want and save the rest for later. You want your email to make it to round at two at the least
  • When it comes to the written content of your email it’s best to think in terms of the bold simplicity of a page from a children’s book. Fewer words. Shorter sentences. Straight to the point. And written in a large, clear font. What is becoming the standard recommendation for mobile is 14-pt for body text and 30-pt for headlines. At that size for a headline, the less words you use, the better.
  • Here we have the three main components that work together to get your email opened: From Line Subject Line Pre-header text The first image you see is an example of what a subject line and it’s extended parts look like in the inbox. If you’re interested in seeing what your subject line will look like in different clients, check out this subject line checker: The second image is an example of what these parts look like when an email is opened. This is important to keep in mind when designing your email and writing your subject lines. You want to know what your recipient is going to see, and consider how it will compel them to open your email. From Line: Automatically populated from your account profile. You can change this, but we don’t recommend you do so because of consistency and recognition. This is where you build credibility, and how your recipients recognize the sender (you or your company) and think to themselves, “this is something I signed up for” or “I know this company.” Subject line: Primary message, offer, CTA that makes the reader decide “This is something I am interested in” or “I would like to know more about this” or “this is cool!” Pre-header text: A supplementary message that gives more information, hopefully further compelling your recipient to open your email. The preheader and subject line should be different. Saying the same thing doesn’t add any additional value. Your from line has your company name, so there’s no reason to give your company name again in your subject line. This is repetitive and a waste of space.
  • Move standing copy, such as "forward to a friend" or "add to the address book" requests, down below the fold. Consider moving "add to address book" copy to the bottom or administrative area of your emails—and focus on these efforts in the confirmation and welcome emails, where you can explain the delivery and rendering benefits in more detail. Use the preheader space to communicate the value of the content or offer Subject line + preheader= at least 100 characters, iphone is 140, BUT not all emails clients show preheader so keep it short! By the way, the current best practice for subject lines for mobile devices is to keep it within 5 words. That’s right, you have about 5 words to grab the attention of your reader. Why? Because after about 5-7 words, the subject line gets truncated and thus it’s a lost opportunity. View link - You'll want to have a link for them to click to view your message in a browser, however you might think about putting it somewhere other than at the very top of your email. Many mobile devices render the beginning of the email in your inbox so your recipients can decide if they want to click to the entire email or not. Including the link text, to view in a browser, might take up some valuable space.
  • Be bandwidth friendly – Mobile email clients may only download emails partially if for example, they are larger than 50Kbytes in size. , So use images sparingly and keep your featured content near the top. Ensure images and logos use alt text so useful info appears in place of blocked images. Put key information in text. This includes newsletter/company name, article titles, product names, calls to action, contact information, and URLs. Images are a great way to get a point across or break up text, but just try to imagine someone reading your content on a really slow connection with a tiny little screen. It might mean you don’t need that 20th image after all.
  •        Optimize your email and landing page widths to be more mobile-friendly. While the newest smartphones can zoom out on wider emails to give users an overview, mobile-friendly widths have been shown to increase a user's interaction and click through rate. Held in vertical orientation, most smartphones have screens between 320 and 480 pixels wide, so aim to keep all your mobile-relevant emails narrow. Think of 640 pixels as a maximum width. At 640 pixels, an email can be seen on a mobile device zoomed out 25%-50%, so a subscriber can get a somewhat legible look at it. 
  • And speaking of links…. If your email message has links that you want your readers to click on, such as navigation back to your main site (recommended), then make sure those links stand out on their own. In other words, keep them uncrowded so it’s easy to click them within a very small space. Imagine your loyal reader flicking around on a tiny screen to get to that link — and how frustrated you get when the links are so close together that you can’t land on the one you want. If you want clicks, make it easy.
  • Calls to Action. Simply put, t ell your reader what you want them to do . We tested Call to Action buttons in our own newsletters and found that our CTR increased by 26%! People like buttons and like to click them, make it easy for your recipients to do just that! They have a great example of pre-header text, with a promo code and a link. Email can be shared on Twitter or Facebook There are lots of links in this paragraph (starters,sauces and finishing sauces) and they have a great CTA button. And the great thing about this is that its all text. So the recipient will see the sale info even if their email client is blocking images. Increase the size and padding of text link and button CTAs. When pressed against a screen, a finger covers 45 pixels. During a light precise tap, it can target a 30 pixel area accurately, but most mobile email readers are on the go as they read - they aren't always going for precision. Make sure that your CTAs are padded at least 10-15 pixels to avoid frustrating tap errors- your subscribers who are checking email as they walk down the street or step onto a bus will be grateful for the wiggle room. Also, remember that for touch screen users, there is no hover-state for links; if they touch, they click.
  • This is an example from the VR newsletter, we make the headline of the article a link, a CTA button to read more and the email can be shared on Twitter and Facebook
  • People using mobile devices spend a little less time taking in the content due to the smaller screen sizes and the fact that they are usually on the go, so make sure your email marketing has a clear call to action. Put it either near the beginning or somewhere where it will stand out. Don’t make it hard to find … after all, it’s the key to getting the response you want. Also note the balance of text and images
  • Design for horizontal scanning. Because most people use the horizontal preview panes, design the top ("above the fold") section of your email without columns or tables and for easy left-to-right scrolling. With no images and extraneous HTML at the top, mobile users should be able to read the first part of your email easily. Use the "above the fold" rule that you use for the inbox. Screens on a handheld are often small, and since you are working with a small space and a limited time to capture attention, you've got to make the most of that real estate. Keep it simple. People who read their email on mobile devices are giving you half of their attention at best. Get to the point quickly and make sure your brand is immediately recognizable. Include your message and calls to action early in the email, and be sure your subject line is clear and short. That may be your only opportunity to capture your mobile subscriber audience.
  • Our system will automatically take care of the text version for you, but definitely go in and make sure it looks good! Have the text broken up into short paragraphs and include a link at the end of the paragraph.
  • Example of an easy to read, clickable text back up
  • Keep in mind the whitespace around paragraphs and words. If your content is so cramped that it makes readers physically uncomfortable, they might not hang out for very long. Making your content scannable and breaking up long blocks of text is great for all readers, but even more so for mobile readers. And cluttered, visually busy sites are hard enough to read on a large screen. Don’t ask mobile readers to go there!
  • With over 90% of the U.S. using mobile phones, you can imagine that more of your customers and prospects are accessing their messages and communications this way. In fact, according to a recent Neilson Report, 20% of all email is read on mobile devices. So, what does this mean for your email marketing? Do you have to totally remake your email? Nope! All the tips I covered for you in this presentation will help your emails stand out in an inbox and be more social, of course. But, they all work to your advantage on a mobile device as well. Text back up is important since not all phones are smart 500 pixels is a little bit wide for mobiles but it’s a good size for an inbox and mobile readers won’t have to scroll much. Watch width of images to ensure you don’t go over this size. Pre-header text works great for mobile devices since it will be the first thing seen in the email Having good branding is even more important in that small space, your mobile readers need to know right away that they are looking at the email they expected Links become even more important, include at least one CTA button and links in your text version
  • Email for Mobile Phones

    1. 1. Email for Mobile Phones Jill Bastian Training and Education Manager Hashtag #VRwebinar
    2. 2. Agenda <ul><li>Email Basics to keep in mind </li></ul><ul><li>Tips for better mobile performance </li></ul><ul><li>Resources </li></ul><ul><li>Q&A </li></ul>Page | VerticalResponse, Inc.
    3. 3. <ul><li>13.36% of emails are opened by a mobile operating system or device. - Knotice (2011) </li></ul>Page | VerticalResponse, Inc. 8.74% of emails are opened on an iPhone, compared to 2% on an iPad, 1.9% on an Android, and 0.15% on a Blackberry. - Knotice (2011) Stats to ponder for a moment…
    4. 4. Basics <ul><li>Keep it simple! – smaller screen, less design </li></ul><ul><li>Have a clear message – smaller space to get your message across </li></ul><ul><li>Don’t use a lot of images - 80/20 rule applies more than ever </li></ul><ul><li>Put important info at the top ‘above the fold’ </li></ul>Page | VerticalResponse, Inc.
    5. 5. Subject Line <ul><li>From Line </li></ul><ul><li>Company name </li></ul><ul><li>Subject Line </li></ul><ul><li>Main CTA to get email opened </li></ul><ul><li>Pre-header text </li></ul><ul><li>Secondary copy to get </li></ul><ul><li>email opened; displays in </li></ul><ul><li>some preview panes </li></ul>Subject Line From Line Pre-header
    6. 6. Subject Line and Preheader - Mobile <ul><li>Front load your subject line </li></ul><ul><li>Keep it short </li></ul><ul><li>Consistent From label </li></ul>Page | VerticalResponse, Inc. From label Pre-header
    7. 7. Images <ul><li>Always use Alt tags </li></ul><ul><li>Have a balance – keep important info in text, not images </li></ul><ul><li>Downloading images can sometimes take a long time on wifi </li></ul>Page | VerticalResponse, Inc.
    8. 8. Narrow Email Width <ul><li>Make your emails 500-600 pixels wide. VerticalResponse creates our pre-designed layouts at about 600 pixels already. </li></ul><ul><li>For iPhone (average mobile design) screen is 320 </li></ul>Page | VerticalResponse, Inc.
    9. 9. Links <ul><li>Don’t crowd links – too many together are hard to click on </li></ul><ul><li>Always include links to important pages – Your website or landing page </li></ul>Page | VerticalResponse, Inc.
    10. 10. Call to Action Buttons <ul><li>Use Call-to-Action buttons </li></ul><ul><li> </li></ul>Page | VerticalResponse, Inc.
    11. 11. CTA in VR Newsletter Page | VerticalResponse, Inc.
    12. 12. Page | VerticalResponse, Inc. Call-to-Action buttons on an iPhone
    13. 13. Watch Scrolling <ul><li>Avoid having your recipient do a lot of scrolling. Make sure your key takeaways are up near the top. </li></ul><ul><li>Keep it simple </li></ul><ul><li>Clear Branding </li></ul>Page | VerticalResponse, Inc.
    14. 14. Text Version is a Must <ul><li>Make sure you have a text back up to your emails in case your mobile recipients can only get text. </li></ul><ul><li>Keep it short and easy to read - emails usually have line breaks at about 60 characters and mobile devices 20 characters. Use short paragraphs (1-2 sentences) then link to website. </li></ul>Page | VerticalResponse, Inc.
    15. 15. Page | VerticalResponse, Inc. Text Version
    16. 16. Landing Pages <ul><li>Email is just the start- Emails for phones also need more mobile-friendly landing pages and websites </li></ul><ul><li>Remove Flash from landing pages or websites - Apple products, a large portion of the market, don't support Flash yet. </li></ul>Page | VerticalResponse, Inc.
    17. 17. Mobile Site Page | VerticalResponse, Inc.
    18. 18. Recap <ul><li>Text Back up is a must </li></ul><ul><li>Keep it slim – 500-600 pixels wide </li></ul><ul><li>Good branding is important </li></ul><ul><li>Use a call to action button </li></ul><ul><li>Think more about the top of your email </li></ul>Page | VerticalResponse, Inc.
    19. 19. Resources <ul><li>VerticalResponse Marketing Blog </li></ul><ul><li>Designing Your Email for Mobile Devices – blog July 2009 </li></ul><ul><li>How To Do Everything </li></ul><ul><li>Guides Page Testing,Testing 123 </li></ul><ul><li>Call-to-Action buttons: </li></ul>Page | VerticalResponse, Inc.