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110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
110323 mobile webinar
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110323 mobile webinar

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

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