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110323 mobile webinar

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Transcript

  • 1. Upwardly MobileMeeting the email challenge for the mobile consumer
    Tim Watson
    Twitter @tawatson
  • 2. Where do you use yours?
    April 20, 2011
  • 3. World stats
    World population 6.9 billion
    PCs 1 billion
    Televisions 2 billion
    Mobile phones 5 billion
    Or 73% of world population
    Developed world 90%+ of population
    April 20, 2011
  • 4. Worldwide smartphone sales 2010
    April 20, 2011
    Source: Gartner 2011
  • 5. smartPhone share Q4 2009 to Q4 2010
    April 20, 2011
  • 6. Operating system share for new purchases
    April 20, 2011
  • 7. Predicted mobile traffic growth
    April 20, 2011
  • 8. Predicted traffic by device
    April 20, 2011
  • 9. Email most used mobile internet application
    April 20, 2011
  • 10. Email usage by device
    April 20, 2011
    Source: smartFOCUS
  • 11. How often mobiles users check email
    April 20, 2011
    Source Merkle “View from the Digital Inbox 2011”
  • 12. Email activity by time of day (weekday)
    April 20, 2011
    Kick-off
    Closing check-up
    Lunch review
    40% of email activity outside of 9am to 5pm hours
    Source: smartFOCUS
  • 13. Email activity by time of day (weekday) and device
    April 20, 2011
    Source: smartFOCUS
  • 14. Email activity by time of day (weekday) and mobile device
    April 20, 2011
    Content Crush Hour
    Couch Consumption
    Source: smartFOCUS
  • 15. Engagement
    April 20, 2011
    Source: smartFOCUS
  • 16. Three key factors
    Design and rendering
    Working with a smaller screen
    Message
    Changing copy needs
    Behavioural
    How and where emails are consumed
    April 20, 2011
  • 17. What could go wrong?
    April 20, 2011
    Android. Zoomed in, images on
    Android. Zoomed in, images off
    iPhone. Zoomed out, images on
  • 18. iPhone increases text
    April 20, 2011
    Additional white space
  • 19. Design for desktop or mobile?
    April 20, 2011
    Take two bottles into the shower?
  • 20. What is the best width?
    April 20, 2011
  • 21. Starbucks – original (Android)
    April 20, 2011
  • 22. Live dynamic layout demo
    April 20, 2011
  • 23. One email – two layouts
    April 20, 2011
    Desktop view
    Mobile view
  • 24. Images off version (Android)
    April 20, 2011
  • 25. How did we do it?
    Cleaned up HTML
    Reduced amount of code
    Spacing without spacer gifs – use cell widths
    Switched heading and call to action to text
    Allow flexible layout, resize and text re-flow
    Removed 600px explicit width setting
    Styles inline
    Will show correctly without download of external CSS
    Styles specific for mobile
    Some styles wrapped by CSS media query.
    Heading less cramped
    CSS spans to allow specific modification on mobile view
    April 20, 2011
  • 26. Control text size
    April 20, 2011
    Before
    After
  • 27. Mobile Preview tools
    April 20, 2011
  • 28. Mobile inbox
    April 20, 2011
    iPhone
    Android
  • 29. Subject lines
    Shorter than desktop
    First 30-40 characters viewable.
    Put key words at start of the subject line.
    Example
    A bag of coffee for the weekend, with our compliments
    Vs.
    Complimentary bag of coffee for your weekend
    April 20, 2011
  • 30. Pre-header text
    April 20, 2011
  • 31. Behaviour
    Filling the gaps
    Emails processed in the 30 second to five minutes gaps.
    Expect short attention and distracted readers.
    Triaging
    If not interesting delete now
    Urgent action needed respond now
    Interesting content, news, entertainment read now
    Keep for later if gap time is close to end
    Simple action complete now – if connection available
    Complex action needed complete later
    April 20, 2011
  • 32. Mobile email checklist
    Design to work at 450 pixel width
    Ensure email scales down by 50%
    Keep email HTML and images byte size down
    Consider keeping to single column
    Code to automatically adjust for best experience
    Use (HTML) buttons for key calls to action
    Avoid many links close together
    Minimum text size; body 12 pt. and headings 24 pt.
    Use inbox preview tools to proof
    Front load key words in subject lines
    Include pre-header text to expand subject line
    Keep copy chunked and short
    April 20, 2011
  • 33. SMS - inbound
    April 20, 2011
  • 34. SMS - outbound
    Transactional and Service messages
    Calendar and Appointment reminders
    Last minutes travel changes
    High value, highly targeted, highly perishable
    Customers with no email
    April 20, 2011
  • 35. Beyond the email click
    Mobile version reduced page bounces 22%
    Vegas.com A/B split test
    Selected test of a few key pages
    Mobile traffic split to normal and new mobile page
    16% more page views
    4% higher conversions
    April 20, 2011
    Source: MarketingSherpa
  • 36. Your next step
    Check your web Analytics
    How much mobile traffic?
    Benchmark
    Review
    Plan
    April 20, 2011
  • 37. DMA resources
    DMA Member resources.
    Events, whitepapers and best practice guidelines
    DMA Email Council blog
    http://dmaemailblog.com
    DMA Infobox email newsletter
    http://www.dma.org.uk/infobox
    April 20, 2011
  • 38. April 20, 2011
    twatson@smartfocus.com
    @tawatson
    info@smartfocus.com
    www.smartfocus.com
    0117 943 5800
    www.linkedin.com/smartfocus
    www.twitter.com/smartfocus
    www.facebook.com/smartfocusgroup
    Post webinar questions and thoughts?
    Use Twitter hash tag
    #smartermarketing