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Buzzword:
Responsive Email
The Good, The Bad, and The Ugly
AGENDA
• The State of Mobile Email
• Yawn. I’ve heard this before.
• How to Get Started, Today
• Solutions
• Q & A
YOUR HOSTS
Michael Sciano
Director, Client Relationships
Michael@fancentric.fm
Mark Campbell
Senior Designer & Front-End E...
AGENDA
Yawn. I’ve heard this
before.
Does it really matter?
What’s the risk?
• Brand Reputation
• Lower Engagement
• Lower Conversions
• Missed Opportunities
• Fluid Subscriber Exper...
That thing about first impressions…
Emails influence Brand Reputation
Are your subscribers frustrated?
31%
Of marketers don’tknow
their mobileemail
Open Rates.
HAVE YOU…
• used your ESP data, Litmus or Return Path to track mobile and
device opens, as well as browser opens?
• figure...
WHAT IS YOUR CALL-TO-ACTION PATH?
• What’s the goal of your email?
• Is your CTA achievable on mobile?
• Is your CTA “tap-...
I STUDIED THE DATA, NOW WHAT?
• Mobile Aware or Mobile Responsive?
• Audit your digital marketing program for mobile optim...
MOBILE AWARE
• Works well on both desktop
and mobile devices
• No need to modify html code
• Single column structure
• Lar...
THE EXPERTS ARE HERE
• FanCentric provides services and expertise in…
– Mobile Strategy and Direct-to-Fan Communications
–...
TEMPLATE TOOL KIT
DESKTOP
VERSION
MOBILE
VERSION
Introducing:
Make your emails mo’ Beta:
http://fancentric.org/mobilize/
FanCentric
@FanCentric
Facebook/FanCentric
Content (Ctrl)
@ContentCtrl
Facebook/content.ctrl
Michael Sciano
Director, Clie...
Buzzword: Responsive Email – The Good, the Bad and the Ugly
Buzzword: Responsive Email – The Good, the Bad and the Ugly
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Buzzword: Responsive Email – The Good, the Bad and the Ugly

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Buzzword: Responsive Email – The Good, the Bad and the Ugly

  1. 1. Buzzword: Responsive Email The Good, The Bad, and The Ugly
  2. 2. AGENDA • The State of Mobile Email • Yawn. I’ve heard this before. • How to Get Started, Today • Solutions • Q & A
  3. 3. YOUR HOSTS Michael Sciano Director, Client Relationships Michael@fancentric.fm Mark Campbell Senior Designer & Front-End Engineer Mark@fancentric.fm
  4. 4. AGENDA
  5. 5. Yawn. I’ve heard this before. Does it really matter?
  6. 6. What’s the risk? • Brand Reputation • Lower Engagement • Lower Conversions • Missed Opportunities • Fluid Subscriber Experience
  7. 7. That thing about first impressions…
  8. 8. Emails influence Brand Reputation
  9. 9. Are your subscribers frustrated?
  10. 10. 31% Of marketers don’tknow their mobileemail Open Rates.
  11. 11. HAVE YOU… • used your ESP data, Litmus or Return Path to track mobile and device opens, as well as browser opens? • figured out how many subscribers are viewing on mobile? • which devices or browsers your subscribers prefer? • which email clients your subscribers use? • tested the subscriber experience internally? • considered WHERE your subscribers are, in terms of physical location?
  12. 12. WHAT IS YOUR CALL-TO-ACTION PATH? • What’s the goal of your email? • Is your CTA achievable on mobile? • Is your CTA “tap-able”? • How many taps/clicks does it take to convert? • Is the corresponding landing page or website responsive? • How many different programs does the path require? • What’s the likelihood that your subscribers will convert on mobile or wait until it’s more convenient?
  13. 13. I STUDIED THE DATA, NOW WHAT? • Mobile Aware or Mobile Responsive? • Audit your digital marketing program for mobile optimization.
  14. 14. MOBILE AWARE • Works well on both desktop and mobile devices • No need to modify html code • Single column structure • Large(r) Text • Touch Friendly Buttons/CTAs RESPONSIVE • Change the layout and experience through advanced coding • Changes can be based on devise, app, browser, etc. • Adjust size of text, images, buttons • Hide or swap certain content • Personalize the mobile experience
  15. 15. THE EXPERTS ARE HERE • FanCentric provides services and expertise in… – Mobile Strategy and Direct-to-Fan Communications – Mobile Responsive Templates for repeat use – Converting Existing Emails to be Mobile Responsive • Template Tool Kit • Mobilize
  16. 16. TEMPLATE TOOL KIT
  17. 17. DESKTOP VERSION
  18. 18. MOBILE VERSION
  19. 19. Introducing: Make your emails mo’ Beta: http://fancentric.org/mobilize/
  20. 20. FanCentric @FanCentric Facebook/FanCentric Content (Ctrl) @ContentCtrl Facebook/content.ctrl Michael Sciano Director, Client Relationships Michael@fancentric.fm

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