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Optimising email for small screens
b-v.co.uk
bandv | June 2016
2 Optimising email for smaller screens | bandv | June 2016
Tailoring your marketing
emails for mobile users
is more import...
3 Optimising email for smaller screens | bandv | June 2016
Higher share of mobile opens
(57.2% vs. 51.7%)
Stronger mobile ...
4 Optimising email for smaller screens | bandv | June 2016
Smartphones and tablets represent a
large part of email engagem...
5 Optimising email for smaller screens | bandv | June 2016
Smartphone vs desktop engagement
Source: Moveable Ink
6 Optimising email for smaller screens | bandv | June 2016
Mobile email will account for 15 to 70% of email
opens, dependi...
7 Optimising email for smaller screens | bandv | June 2016
Sources: Litmus 2016, Yesmail 2015
55% of emails are opened usi...
8 Optimising email for smaller screens | bandv | June 2016
In Q4 2015, mobile devices accounted for 49.2%
of all email cli...
9 Optimising email for smaller screens | bandv | June 2016
75% of Gmail users access their accounts on mobile
devices. Gma...
10 Optimising email for smaller screens | bandv | June 2016
Focus on providing excellent user experience
for all screen si...
Want to optimise your emails for
smaller screens?
12 Optimising email for smaller screens | bandv | June 2016
Here’s our 5 step process:
1.
Layout
2.
Design
Features
3.
Con...
1. Layout
14 Optimising email for smaller screens | bandv | June 2016
Make sure your
design is
responsive
15 Optimising email for smaller screens | bandv | June 2016
Keep it clear and
minimalist
with a single column format
16 Optimising email for smaller screens | bandv | June 2016
320-550 px
is the optimum width
2. Design Features
18 Optimising email for smaller screens | bandv | June 2016
Choose a ‘safe’
font
like Arial or Helvetica
19 Optimising email for smaller screens | bandv | June 2016
Ensure buttons and
calls-to-action
are prominent
20 Optimising email for smaller screens | bandv | June 2016
44 px x 44 px is the minimum button size for
easy tapping.
21 Optimising email for smaller screens | bandv | June 2016
Use
clear graphics
with little fine detail
3. Content
23 Optimising email for smaller screens | bandv | June 2016
Be concise, so
your copy is
scannable
24 Optimising email for smaller screens | bandv | June 2016
Arrange items in a logical
order, with the most
important cont...
25 Optimising email for smaller screens | bandv | June 2016
Structure content with subtitles
4. Subject and Preheader
27 Optimising email for smaller screens | bandv | June 2016
Optimum subject length
is 6-10 words generally,
but 6-7 is bes...
28 Optimising email for smaller screens | bandv | June 2016
In the UK, people are 63% more likely to open an
email with an...
29 Optimising email for smaller screens | bandv | June 2016
Keep subject and preheader
related to email content
Subject
Pr...
5. A/B Testing
31 Optimising email for smaller screens | bandv | June 2016
Test different options for copy, call-to-action
text, subject ...
32 Optimising email for smaller screens | bandv | June 2016
Compare results and pick the winners
33 Optimising email for smaller screens | bandv | June 2016
Optimise your strategy
Want to optimise more than just your
email marketing?
Click to download our eBook:
4 ways to optimise your
inbound marketing
Download nowAbout us
At bandv we believe in the rea...
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Optimising Email for Small Screens

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Mobile user experience is becoming increasingly important, so it's essential to optimise your marketing emails for mobile and tablet screens.

Published in: Marketing
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Optimising Email for Small Screens

  1. 1. Optimising email for small screens b-v.co.uk bandv | June 2016
  2. 2. 2 Optimising email for smaller screens | bandv | June 2016 Tailoring your marketing emails for mobile users is more important than ever…
  3. 3. 3 Optimising email for smaller screens | bandv | June 2016 Higher share of mobile opens (57.2% vs. 51.7%) Stronger mobile click-to-open rates (16.2% vs. 10.4%) Greater share of mobile click- throughs (58% vs. 46.7%) The impact of responsive design on mobile performance Source: Yesmail 2015
  4. 4. 4 Optimising email for smaller screens | bandv | June 2016 Smartphones and tablets represent a large part of email engagement, conversions and revenue.
  5. 5. 5 Optimising email for smaller screens | bandv | June 2016 Smartphone vs desktop engagement Source: Moveable Ink
  6. 6. 6 Optimising email for smaller screens | bandv | June 2016 Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type. Source: eMailmonday, 2016
  7. 7. 7 Optimising email for smaller screens | bandv | June 2016 Sources: Litmus 2016, Yesmail 2015 55% of emails are opened using a mobile device.
  8. 8. 8 Optimising email for smaller screens | bandv | June 2016 In Q4 2015, mobile devices accounted for 49.2% of all email clicks, up from 40.6% in Q4 2014.
  9. 9. 9 Optimising email for smaller screens | bandv | June 2016 75% of Gmail users access their accounts on mobile devices. Gmail now has 900 million users. Source: Google/TechCrunch “I/O developers conference” 2015
  10. 10. 10 Optimising email for smaller screens | bandv | June 2016 Focus on providing excellent user experience for all screen sizes for the best results!
  11. 11. Want to optimise your emails for smaller screens?
  12. 12. 12 Optimising email for smaller screens | bandv | June 2016 Here’s our 5 step process: 1. Layout 2. Design Features 3. Content 4. Subject and Preheader 5. A/B Testing
  13. 13. 1. Layout
  14. 14. 14 Optimising email for smaller screens | bandv | June 2016 Make sure your design is responsive
  15. 15. 15 Optimising email for smaller screens | bandv | June 2016 Keep it clear and minimalist with a single column format
  16. 16. 16 Optimising email for smaller screens | bandv | June 2016 320-550 px is the optimum width
  17. 17. 2. Design Features
  18. 18. 18 Optimising email for smaller screens | bandv | June 2016 Choose a ‘safe’ font like Arial or Helvetica
  19. 19. 19 Optimising email for smaller screens | bandv | June 2016 Ensure buttons and calls-to-action are prominent
  20. 20. 20 Optimising email for smaller screens | bandv | June 2016 44 px x 44 px is the minimum button size for easy tapping.
  21. 21. 21 Optimising email for smaller screens | bandv | June 2016 Use clear graphics with little fine detail
  22. 22. 3. Content
  23. 23. 23 Optimising email for smaller screens | bandv | June 2016 Be concise, so your copy is scannable
  24. 24. 24 Optimising email for smaller screens | bandv | June 2016 Arrange items in a logical order, with the most important content at the top
  25. 25. 25 Optimising email for smaller screens | bandv | June 2016 Structure content with subtitles
  26. 26. 4. Subject and Preheader
  27. 27. 27 Optimising email for smaller screens | bandv | June 2016 Optimum subject length is 6-10 words generally, but 6-7 is best for mobile.
  28. 28. 28 Optimising email for smaller screens | bandv | June 2016 In the UK, people are 63% more likely to open an email with an emoji accompanying the subject line. Source: Mailjet, 2016
  29. 29. 29 Optimising email for smaller screens | bandv | June 2016 Keep subject and preheader related to email content Subject Preheader
  30. 30. 5. A/B Testing
  31. 31. 31 Optimising email for smaller screens | bandv | June 2016 Test different options for copy, call-to-action text, subject and preheader
  32. 32. 32 Optimising email for smaller screens | bandv | June 2016 Compare results and pick the winners
  33. 33. 33 Optimising email for smaller screens | bandv | June 2016 Optimise your strategy
  34. 34. Want to optimise more than just your email marketing?
  35. 35. Click to download our eBook: 4 ways to optimise your inbound marketing Download nowAbout us At bandv we believe in the real power of inbound marketing. Established for over 30 years, our mission is to create marketing that you and your customers will love. Ensure your marketing is on point in 2016. Contact us today to arrange your free marketing assessment. www.b-v.co.uk Tel: 023 8043 3348

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