1 The crazy growth of mobile, 2 Knowing your audience, 3 Your subscribers on mobile, 4 Strategies
Mobile is big, but how big?
Looking back to 2011…
mobile opens have increased 400% since 2011 #KISSwebinar
Top Email Clients! #1 – iPhone #2 – Outlook #3 – Android #4
There’s a few options out there… Small Medium Large
The unifying characteristic? TOUCH.
31% of marketers don’t know their mobile email open rate source: marketingsherpa.com
Your mileage may vary MapMyRun = 70%+ Litmus = 15% #KISSwebinar
It’s as easy as 1, 2, 3… Copy, paste, send!
You get ONE chance to make an impression.
Mobile Triage Myth 3% reopen on another client 97% view in a single environment
The mobile email experience
From and subject are front and center
Preheader = tertiary inbox content
Good vs. bad preheaders
Each phone and app is different
But be aware of the viewport
I like big buttons…
Don’t forget the landing page
Consider the conversion path
Strategy #1: Mobile ﬁrst Considers the mobile user a priority
Strategy #2: Fluid Email width changes to ﬁt within the window it’s viewed in !
Strategy #3: Responsive Uses media queries to detect screen size and alter content accordingly
Responsive emails in Outlook
Media queries aren’t bulletproof
Email is a unique medium with unique considerations
Click is now tap The ﬁnger is the new mouse
Your ﬁngers are fat image: webdesignerdepot.com
Bigger is better
Beware small font sizes
Dial up the contrast Bright screen = dead battery
Ditch the ‘mobile version’ Why the extra click?
What to know about: Android
What to know about: Windows Phone
Device ≠ email client Email is an application and occasionally a mobile browser
Wide variety of ways to access email Rendering is inconsistent across devices and operating systems