Mobile Email Marketing: Small Screen, Big Opportunity

Adam Q. Holden-Bache CEO, Mass Transmit aholden-bache@masstransmit.com | @adamholdenbache Rich Barrett Creative Director, Mass Transmit rbarrett@masstransmit.com | @richcbarrett Scott Hardigree CEO, Indiemark scott@indiemark.com | @indiescott

We provide the services , tools , and expertise that enterprises need to create and manage digital communications across email , social , and mobile marketing channels.

Company
We’ re headquartered in New York City with offices in Charlotte NC, Aiken SC, and Seattle WA. Our 22-person team is comprised of strategists , creatives and techies ; all of whom are thought-leaders in their respective specialties. We’ ve been neck-deep in online marketing since 1996 and along the way have provided services to a wide range of clients including…

SEM Twitter hashtag: #mtwebinar

SEM Mobile Email Has Arrived

Mobile Audience: Smartphone
234 million mobile users in the US
90.1 million smartphone users
38% of all mobile users use smartphones
28.8% of US population
Smartphones will outsell PC’s by 2012

Smartphones: Platform Market Share Source: Nielsen, September, 2011

82% of smartphone users check and send email
with their device .
Source: Google “ The Mobile Movement: Understanding Smartphone Users ” April, 2011

16% of all emails are opened
on a mobile device ,
an increase of 81% .
Source: Return Path “ Email on the Move: The Future of Mobile Messaging ” , May 2011

Source: Campaign Monitor, June 2011 Most Popular Email Clients

90% of smartphone owners access the same email account on mobile and desktop .
Source: Exact Target Channel Preference Survey

43% of mobile email users check email four or more times per day compared to 29% of those who do not use mobile email.
Source: Merkle “ View From the Digital Inbox, 2011 ”

iPhone is now the 2nd most popular email client, second only to Outlook. #mtwebinar Tweet-worthy Takeaway:

SEM Mobile Email Marketing Strategy

SEM
How to determine:
Use email client detection services
Review if users click the “ view mobile ” link
Review your web analytics
Ask via a survey
Gather mobile info in your preference center
Do you have a mobile audience?

SEM
Mobile email marketing challenges:
Understanding mobile email platforms
There are no mobile standards - each device presents emails differently
Testing/QA
Additional coding requirements
Do you have the resources?

SEM Mobile marketing is not limited to email. Your email will likely link to your web site, landing pages, blog or social media channels. Are they optimized for mobile? Plan for mobile beyond email

Mobile email marketing is growing fast but it doesn’ t stop at the inbox. You ’ ve got to mobilize the destination too. #mtwebinar Tweet-worthy Takeaway:

SEM Mobile Email Marketing: Copy & Design

Front-load subject lines
Pre-headers (keep them short) are important
The Inbox

SEM
Keep it short and to the point.
Direct, easy to see calls to action
Prioritize content blocks by stacking
Remove low priority content or link to it on your mobile-friendly web site
Your Content

SEM
Email widths at 640px will scale evenly to the iPhone standard of 320px
Headlines should be at least 30px
Body Copy should be 14px minimum
Buttons should be 29x44px minimum with 10px padding to accommodate touch.
Scale Up In Order To Scale Down

SEM
Try to avoid using font sizes below 13px
iPhone auto-scales up to 13px; may break your layout
Can eliminate auto-adjust for iPhone and Android: “ -webkit-text-size-adjust: none; ”
Beware text resizing

SEM
Think about mobile first
Design to a grid
Stack content, avoid columns
Be sure your graphics are readable when scaled down
Design Best Practices

When crafting emails, think about mobile usability first. #mtwebinar Tweet-worthy Takeaway:

SEM Mobile Email Marketing Coding

SEM
All leading mobile platforms support HTML, but images are often blocked
There is little need for a Text or “ Mobile friendly ” version message
HTML

SEM There are no standards

SEM Add the Viewport Meta Tag to assure the email scales and fits the width of the iPhone. Without the Viewport tag, the email is initially zoomed out too far with extra white space on the side. This will only help with scaling on iPhone but it doesn’ t adversely affect the way your email displays on other devices. Viewport Meta Tag <meta name = “ viewport ” content = “ width = 320 ” >

SEM
Using CSS @media queries can allow you to reformat the same message for various devices.
You can have a one column version for iPhone, two column layout for iPad, and three column layout for desktop email display.
Coding using @media requires more coding skill and design planning for each campaign plus testing/QA resources.
CSS @media queries

Stop using a mobile-friendly LINK, start using mobile-friendly CODE. #mtwebinar Tweet-worthy Takeaway:

Mobile email usage is big and growing fast
There’ s no standardization between mobile devices
Users will flip-flop between desktop and mobile
Coding emails for specific devices is possible but challenging
One message can work for both desktop and mobile
Takeaways:

SEM Q&A Ask questions in chat window or via Twitter using #mtwebinar

For Webinar Attendees Only:
Free Mobile Readiness Assessment
See how your email renders across devices, full report
Get specific suggestions for improvements
Email us [email_address]
(please include a copy or link to your email)

Slideshare: Presentation can be viewed at http://slideshare.net/masstransmit

Adam Q. Holden-Bache 704-706-2670 x200 [email_address] @adamholdenbache Scott Hardigree 407-970-9372 [email_address] @indiescott

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Mobile Email Marketing: Small Screen, Big Opportunity

by Scott Hardigree | Indiemark on Sep 12, 2011

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Mobile Email Marketing: Small Screen, Big Opportunity — Presentation Transcript