Making email campaigns mobilefriendlyLinda McBainDigital Marketing Manager@lindamcb
Session structure• Introduction - Growth of mobile and how Save theChildren have responded• Breakout Exercise - Think responsive• Discussion• Conclusions and tips for making your campaignsmobile friendly
Where are we now?• Who has a mobile optimised/responsive website?• Who has mobile optimised/responsive emailtemplates?• What is the % of your email audience opening onmobile?
Introduction - growth of mobile devicesInformation from Commscore: Mobile Future in Focus 201392% of UKpopulation hasa mobile
Mobile evolution at Save the ChildrenJul ‘11• Launched mini mobile site• PayPal mobile donation appMay ‘12• MobileVirtual clinic launch• Responsive email designJul ‘12• Mobile responsive donation forms launch• Paid search for Mobile & Tablet launched
Mobile evolution at Save the ChildrenOct ‘12• WishList shop app launches• Mobile site re-launchApr ‘13• Mobile responsive landing pages rolled out• RG via SMS sign-up added as payment option tomobile siteMay’13• Testing mobile display ads• Added click to call to mobile ads
Results –growth of regular giving via mobileLaunch of our mobile optimised donation forms
Exercise• Get into groups of 3• Save the Childrens welcome email wasnt optimisedfor all devices - only desktop.• How would you structure the email consideringtablet and mobile sizes?• What was challenging?• If you would like to use your own email rather thanthe example one please do.
Exercise• Link early on in email – the fold is not thesame on mobile.• Images all clickable.• Order in the priority of asks for this email(welcoming new subscribers) –1. Become part of the Save the Childrencommunity2. Consider making a donation3. Campaign with usThings still to fix and test• Are social logos and links to small andclose together for mobile?• Would one CTA rather than 5 or 6 bebetter? (All our other emails currentlyfocus on one CTA per email)• Big buttons better than text links? (we haveseen a variety of results recently dependingon the email types and segments)
Tips• Order the email in priority – should there even bemore than one CTA?• Think about font size- it needs to be legible on thesmallest screen your email will appear on.• One column layout for mobile is key.• Big buttons for clumsy fingers!• Don’t put links too close together.• Test your templates across devices (there is lots ofsoftware available for this)
Tips: Most important – analysis and testingThe email marketingquestions are still thesame, but the answersmay now be different.The only way to knowfor sure is to test.Your audience may bedifferent – don’t relyon other people’sResults.Information from Commscore: Mobile Future in Focus 2013
Mobile - A constant challenge• Ever changing devices• Still much more challenging to get people to converton mobile than on desktop• Much higher bounce rates from mobile devices• Multiple devices – can make it difficult to attributeindividuals actions to your email marketing, if theydon’t convert directly.