John Edwards Wacarra YeomansDirector, Digital CRM Director, Creative ServicesVerizon Wireless Responsysjohn.firstname.lastname@example.org @wac_intosh email@example.com
Smartphones are an indispensablepart of our daily lives.
Smartphones are indispensable — 62% Are using their smartphone everyday — 80% Don’t leave home without itSmartphones are used everywhereHome 97%On the go 83%In a store 78%Restaurant 71%Work 71%At a social gathering 60%Doctor’s office 56%Café or coffee shop 50%Airport 49%Public Transport 36%School 30%(Source: Google Mobile Planet Report)
Behavior indicates intent — 94% have looked for local information — 90% have taken action as a result Research t hat St art s on Smart phones Leads t o Purchases Across Channels Research on smartphone 65% then purchased 37% then purchased via comput er still prefer to shop on their PC/tablet for a 32% then purchased it o! ine better experience Base: Private sm artphone users who use the internet in general, Smartphone n= 1.000 Google Con! dential and Proprietary 29 Q48: Listed below are various products or services. For each of these products or services please indicate which statem ent applies(Source: Google Mobile Planet Report) to you.
Are you repelling customers?(Source: SmartInsights)
Your customer is mobileand you should be, too.
Phones larger, tablets smallerMotorola Razr iPhone 5 Samsung iPad Mini Amazon Maxx HD Galaxy Nexus Kindle Fire HD
How we read email
Other constraints• Connectivity: wifi, 3G, 4G, 4G LTE – Google: Slow load times can lead decrease customer activities for up to 5 weeks• Limited attention span – Multi-tasking
We’re a brand first and a channel second.
A mobile company
Mobilizing our content made usbetter marketers.
Understand your audienceEmail Openers by Device Type 26% 40% Mobile 35% Desktop Webmail
Anticipate their expectations
Create an experience. Campaign Engagement Activation Rate Mobile Vs. Desktop Performance ↑ 2X ↑ 87%Mobile VzW.com Triggered Mobile Save CartShopping Path / Save Cart Flow Email (Day 1)
Mobilizing our content made usbetter marketers. • Redesign from the ground up. • Think about every interaction. • Be direct. Keep it simple. • Ruthlessly prioritize. • Compromise is your enemy.
Mobile First: Decide what matters most
Clearly define your objectiveWhich of these is more clear?• Drive conversions• We need to upsell hotels to people who have purchased airline tickets.• Currently 5% of our customers who purchase flights also purchase hotels. We’d like to see 10% by the end of this campaign.
Ask what’s in it for me? Effort Pay-OffPerception
Mobile First:Review your mobile customer experience
Mobile First:Plan your mobile email first
Plan your mobile email first
Plan your mobile email first
Mobile First:Consider the entire inbox experience
Don’t forget your subject line• You only have 20 words to make an impact.• Make.• Them.• Count.
You know you’ve achieved perfection indesign, not when you have nothing more to add,but when you have nothing more to take away.- Antoine de Saint-Exupery