110323 mobile webinar

Upwardly MobileMeeting the email challenge for the mobile consumer
Tim Watson
Twitter @tawatson

Where do you use yours?
April 20, 2011

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

Worldwide smartphone sales 2010
April 20, 2011
Source: Gartner 2011

smartPhone share Q4 2009 to Q4 2010
April 20, 2011

Operating system share for new purchases
April 20, 2011

Predicted mobile traffic growth
April 20, 2011

Predicted traffic by device
April 20, 2011

Email most used mobile internet application
April 20, 2011

Email usage by device
April 20, 2011
Source: smartFOCUS

How often mobiles users check email
April 20, 2011
Source Merkle “View from the Digital Inbox 2011”

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

Email activity by time of day (weekday) and device
April 20, 2011
Source: smartFOCUS

Email activity by time of day (weekday) and mobile device
April 20, 2011
Content Crush Hour
Couch Consumption
Source: smartFOCUS

Engagement
April 20, 2011
Source: smartFOCUS

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

What could go wrong?
April 20, 2011
Android. Zoomed in, images on
Android. Zoomed in, images off
iPhone. Zoomed out, images on

iPhone increases text
April 20, 2011
Additional white space

Design for desktop or mobile?
April 20, 2011
Take two bottles into the shower?

What is the best width?
April 20, 2011

Starbucks – original (Android)
April 20, 2011

Live dynamic layout demo
April 20, 2011

One email – two layouts
April 20, 2011
Desktop view
Mobile view

Images off version (Android)
April 20, 2011

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

Control text size
April 20, 2011
Before
After

Mobile Preview tools
April 20, 2011

Mobile inbox
April 20, 2011
iPhone
Android

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

Pre-header text
April 20, 2011

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

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

SMS - inbound
April 20, 2011

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

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

Your next step
Check your web Analytics
How much mobile traffic?
Benchmark
Review
Plan
April 20, 2011

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

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

110323 mobile webinar

by smartFOCUSwebinar on Apr 21, 2011

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110323 mobile webinar — Presentation Transcript