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Mobile Email Marketing: Small Screen, Big Opportunity

Mobile Email Marketing: Small Screen, Big Opportunity



Mobile email usage is growing exponentially, but how does it impact your business?...

Mobile email usage is growing exponentially, but how does it impact your business?

This eye-opening educational session will provide you with the strategy and tactics you need to plan, execute and analyze successful mobile email marketing campaigns. Topics will cover:

- Determining the value of your mobile audience

- Crafting effective multi-platform campaigns

- Preparing for increased mobile utilization

- Assessing mobile email marketing effectiveness



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  • Smartphone penetration will reach 38% of mobile users and 28.8% of the overall US population by the end of this year. The number of smartphone users is set to increase nearly 50% (49.6%) this year to 90.1 million users. Source: http://www.emarketer.com/blog/index.php/quick-stat-smartphone-users-account-38-mobile-phone-users/
  • Source: http://www.comscore.com/Press_Events/Press_Releases/2011/8/comScore_Reports_July_2011_U.S._Mobile_Subscriber_Market_Share comScore Reports July 2011 U.S. Mobile Subscriber Market Share Source: blog.nielsen.com/nielsenwire/online_mobile/40-percent-of-u-s-mobile-users-own-smartphones-40-percent-are-android 40% of mobile consumers now have a smartphone Other source: http://www.emarketer.com/blog/index.php/quick-stat-apples-share-smartphone-market-reach-30-year/
  • Return Path “ Email on the Move: The Future of Mobile Messaging ” , May 2011 http://www.returnpath.net/blog/intheknow/2011/05/mobile-email-study-finds-81-growth-in-email-activity-on-mobile-ipad-tablet-viewership-increasing/
  • Apple device users are nearly 8 times more active with email on their mobile device than Android users. The iPhone is still the most popular Apple device for managing email, but the iPad is quickly gaining ground. Tablet devices will increasingly need to be considered in the overal email marketing mix as they gain more market penetration.
  • Merkle "View From the Digital Inbox 2011
  • Poll: What smartphone platform do you use? Android Apple (iPhone, iPad) RIM Blackberry Windows Mobile Other
  • Do you currently optimize your email campaigns and web site for mobile display? Both Emails only Web site only Neither
  • SCOTT Subject lines: There is a lot above contradictory research subject line length. [alchemyworx study] As in the example, long will push the creative down but don ’ t sacrifice the open for the creative. A higher CTA will compensate. Copy: Use the bare minimum needed to get across your offer or information. This may mean using small amounts of copy and linking to your site more often, or simply reducing the amount of textual content in your campaigns.
  • If the elements of your design are made according to a proper grid, their relational proportions will scale down in proper ratio to each other.
  • Poll: Do you design and program your email campaigns in-house or use a vendor/ESP? I do everything in-house I do copy and design in-house only I do all production in-house but use an ESP for delivery I use a vendor for all services
  • http://mturl.bz/mOVsk8

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