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Mobile-friendly email: Trends and best practices

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  • Stats
  • ConsistencyCall to action in email permeates all touch points (landing page, collateral, WP, sales team, etc.)Whole company is a unified-frontPlanningResonatingCapture mindshare in the inboxSegment and deliver “personal” messages that you can scaleContentFresh, creates value and drives trafficLiving content that is regularly updated and added toWritten for readers and written wellScalable with the ability to be repurposedLocalized (“speaks” to them)Call to action
  • SegmentContent must speak to the targetConsider multiple versions for specific market segmentsSubjectAKA – email open rate strategyOptimize for mobile“Be clear or get cleared out”CTAEmail ties to everythingUnified front and consistencyShoulder-to-ShoulderTest and RefineTry, refine, enhanceA/B testing – what works best with whomMobile FriendlyMobile is becoming increasingly importantAdopt a plan to optimize mobile email
  • Since emails opens are only measured when images are turned on, this can under-represent those clients that block images by default. Looking at smartphone sales figures can help.
  • Web analytics stats, measuring mobile open rates, app downloads (if applicable), customer surveys, etc.
  • All the basics still apply, but in a slightly modified way!
  • Let’s re-examine classic best practices with a mobile lens
  • In almost all cases, the from name and address is the first thing that subscribers see.Is your from name recognizable and trustworthy to external audiences? Does the subscriber have a relationship with a person at your company, or will they recognize a brand name first?
  • All the basics still apply, but in a slightly modified way!
  • All the basics still apply, but in a slightly modified way!
  • All the basics still apply, but in a slightly modified way!
  • All the basics still apply, but in a slightly modified way!
  • Transcript

    • 1. Mobile-friendly emailTrends and best practices Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
    • 2. Welcome! Thanks for joining us today. Janelle Johnson Justine JordanDirector, DemandGen Marketing Director Act-On Software Litmus @janelle_johnson @meladorri www.act-on.com | @ActOnSoftware | #ActOnSW
    • 3. Agenda• Email Marketing Basics• The Lay of the Land• Email Best Practices• Tips & Tricks for Mobile Emails• Trends & The Future www.act-on.com | @ActOnSoftware | #ActOnSW
    • 4. Importance of Email Marketing www.act-on.com | @ActOnSoftware | #ActOnSW
    • 5. Leverage Email Marketing• Consistency in messaging• Planning and coordination• Content is King www.act-on.com | @ActOnSoftware | #ActOnSW
    • 6. The Basics1. Segment2. Subject line3. CTA / Landing Page4. Test & Refine5. Mobile -friendly www.act-on.com | @ActOnSoftware | #ActOnSW
    • 7. Some Stats: A Lay of the Land www.act-on.com | @ActOnSoftware | #ActOnSW
    • 8. Email Opens: January 2013 Mobile: Smartphones (iPhone, Android) and tablets Desktop Mobile 33% Desktop: 42% Installed email programs (Outlook, Apple Mail) Webmail Webmail: 25% Email accessed through a web browser (Gmail, Hotmail, Yahoo!)Source: Litmus Email Analytics www.act-on.com | @ActOnSoftware | #ActOnSW
    • 9. Change Over Last 12 Months Opens in Each Environment 42% 50% 38% 45% 40% 35% 30% 25% 20% 33% Webmail Desktop Mobile Mobile opens have grown 138% in 18 months; 45% in last yearSource: Litmus Email Analytics www.act-on.com | @ActOnSoftware | #ActOnSW
    • 10. Mobile Market Share Other Smartphone OS Share 1% 0.40% Others 1.70% 0.60% Symbian 1.20% iPad 2.90% 27% iPhone Microsoft 3.00% 56% 6.40% Blackberry 3.50% 36.30%Android iOS 20.90% 16% 53.40% Android 69.70% 0% 20% 40% 60% 80% Mobile Email Opens US Worldwide Source: Litmus Email Analytics Source: ComScore (US); Gartner (Worldwide) www.act-on.com | @ActOnSoftware | #ActOnSW
    • 11. Know Your Audience What percentage of customers/prospects interact with your organization’s mobile email messages? 31% of marketers don’t know their mobile email open rate!www.act-on.com | @ActOnSoftware | #ActOnSW
    • 12. Back to Basics: Best Practices www.act-on.com | @ActOnSoftware | #ActOnSW
    • 13. Subscriber Experience From Name Subscribers view emails Subject Line in stages, making Preheader choices as they go.Preview/Open Click Landing Page/Site www.act-on.com | @ActOnSoftware | #ActOnSW
    • 14. Envelope FieldsFrom Name~25 charactersSubject Line~35 charactersPreheader~85 characters www.act-on.com | @ActOnSoftware | #ActOnSW
    • 15. Preheader
    • 16. Preheader • Support the subject line with a creative, useful or helpful preheader. • Call-to-action • Special offer • Reminder • Clickable/measurabl ewww.act-on.com | @ActOnSoftware | #ActOnSW
    • 17. Preview/Open Android: iPhone:Dimensions vary; 320 x 460 top-left corner displayed
    • 18. Preview/OpenEmphasis on from name & subject line. Images often disabled. iPhone Windows Phone Blackberry www.act-on.com | @ActOnSoftware | #ActOnSW
    • 19. Click • Tappable touch targets • Bulletproof buttons that don’t rely on an image • Left-hand sidewww.act-on.com | @ActOnSoftware | #ActOnSW
    • 20. Landing Page/Site Don’t forget the landing page!Not these… But these! www.act-on.com | @ActOnSoftware | #ActOnSW
    • 21. Tips and Tricks for Mobile Emails www.act-on.com | @ActOnSoftware | #ActOnSW
    • 22. Consider Context• You can’t predict where users open… most of the time. • Mobile app follow-ups • Travel alerts • Mobile coupons • Weekend sends www.act-on.com | @ActOnSoftware | #ActOnSW
    • 23. The Finger is the New MouseDesign for tappable touch targets; not text links 44 x 44px minimum www.act-on.com | @ActOnSoftware | #ActOnSW
    • 24. Touch TargetsText Buttons Image “Buttons”
    • 25. Increase Font Sizes• Recommended minimums • Body copy: 14px • Headlines: 22px• Body copy < 13px will be resized in iOS• CSS fix: “-webkit-text-size-adjust: none;” www.act-on.com | @ActOnSoftware | #ActOnSW
    • 26. Increase Font Sizeswww.act-on.com | @ActOnSoftware | #ActOnSW
    • 27. Streamline• Content comes first• Reduce clutter • Navigation • Repeated links • Low priority content/imagery• Clear and direct copy/CTAs
    • 28. Don’t Create Friction
    • 29. Trends and the Future www.act-on.com | @ActOnSoftware | #ActOnSW
    • 30. Symbols in Subject Lines Can increase open rates. Use carefully to support your message rather than detract from valuewww.act-on.com | @ActOnSoftware | #ActOnSW
    • 31. Mobile First/Aware/Scalable • One layout for all screen sizes • Single column design • 320-500px • Large text & buttons • Generous white space • Clear calls to action • Short, concise body copy www.act-on.com | @ActOnSoftware | #ActOnSW
    • 32. Responsive Designwww.act-on.com | @ActOnSoftware | #ActOnSW
    • 33. Responsive Design• Uses media queries or @media• Not a “line of code”, more like a conditional statement that enables alternate styles • If the screen size is x, then display y • If the screen size is x, then increase headline size to y • If screen size is x, then show image at 100%• Detects screen size of the device being read on and enables alternate styles accordingly• Not supported everywhere www.act-on.com | @ActOnSoftware | #ActOnSW
    • 34. Device Detection Detects mobile device at time of open: deliver “deep link” directly to app store, specialized content, timerswww.act-on.com | @ActOnSoftware | #ActOnSW
    • 35. Inspiration and Examples www.act-on.com | @ActOnSoftware | #ActOnSW
    • 36. Jetsetter: Aware
    • 37. Vodafone: Responsive
    • 38. Resources & Takeaways www.act-on.com | @ActOnSoftware | #ActOnSW
    • 39. Resourcesstylecampaign.com/bloglitmus.com/blogcampaignmonitor.com/blogemaildesignreview.commobileawesomeness.commediaqueri.esMedia Post Email Insider columnsA List Apart / A Book ApartEthan Marcotte and Luke Wroblewski www.act-on.com | @ActOnSoftware | #ActOnSW
    • 40. Your Takeaways• Know your audience!• Don’t forget about the basics • From name • Subject line • Landing pages• Quick wins: • Bigger text • Touch targets (big buttons) • Streamline content• Explore different approaches; find what works best• Responsive design isn’t a silver bullet www.act-on.com | @ActOnSoftware | #ActOnSW
    • 41. Q&A• Justine Jordan • Marketing Director, Litmus • justine@litmus.com • @meladorri• Janelle Johnson • Director, DemandGen, Act-On Software • janelle.johnson@act-on.net • @janelle_johnson www.act-on.com | @ActOnSoftware | #ActOnSW