Three Easy Steps to Achieve a Mobile-Friendly Email


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Hear how the Satellite Broadcasting and Communications Association (SBCA) identified their mobile audience and created mobile-friendly email campaigns to improve member engagement.

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  • You are on twitter, please use hashtag Informz while tweeting today. And as for questions, please submit them in your question box throughout the webinar. WE will be answering them at the end as time permits. Any questions we don’t get to will be answered in the follow up email that contains the recording. So, no question will be left unanswered!
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  • Good afternoon and welcome to 3 easy steps to achieve a mobile-friendly email.In just 30 minutes, you will learn key design tactics that can make your email more mobile friendly.
  • Many of us have heard this before but I want to share it again as it drives home how prevalent mobile usage is.
  • Of 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush
  • Also, 91% of all U.S. citizens have their mobile device within reach 24/7Mobile is everywhere, geez, my mother has an iPad and just started to use her phone this year to text. Revamping your layout of your email to be more mobile friendly may seem daunting but it doesn’t have to be.
  • For those of you who don’t know who Informz is,– we are an email service provider with a range of solutions, including those you see on your screen.  And because these solutions all live on one platform, the data is captured and can be leveraged again and again. All too often I see the difficulties of having data here and there and nothing really talks to one another, which can be a big struggle with associations. Making them talk will allow you to work smarter and not harder.
  • So real quick, I have worked in the marketing departments at a couple of associations prior to joining the Informz team, and understand what many of you face when it comes to communicating to your members. From membership to conference marketing, I have done it all.As the marketing strategy manager at Informz, I work directly with our association clients to achieve certain goals they have for their campaigns. This can range from subject line testing, to welcome campaigns and anything in between. And on a personal note, if you were on my earlier webinar, you know how much I am wishing for the Red sox to pick it up a bit in the standings, something else about me is I am a special olympics coach and have been for a few years. Not a surprise being a big sports fan right? I also wanted to introduce our guest today.
  • Amy has over a decade of communications, public relations and marketing experience, At SBCA Amy spearheads the communications efforts of the association both to members and partners alike. Also, she may have over a decade of professional communication experience, well, she also has a decade of racing experience, including Nascar. She was the first female in her division to win at her home racetrack in Minnesota. On that note lets get this started. I would like to turn it over to Amy now to tell her story. Amy Take it away!
  • This was great Amy. Before we open up for questions, I wanted to recap some of the best practices that Amy has shown today so that you can walk away and implement them immediately. First, spread out the spacing of your table of contents and link story titles. Remember, your finger is a lot larger than a mouse pointer. Next, many times we are afraid to include images for mobile readers. Most mobile readers have their phone defaulting to download images versus those on desktop. So go ahead and use them, but keep them small so they don’t take up the whole screen. You want to make sure to keep scrolls on a mobile device to 3-4.Just like the length needs to be short, so does your subject line or it will be cut off. And lastly, mind the size of the email. If you are doing a mobile only version much like Amy did, sized the width to 100%, this will expand to the size of the screen it is on. If you are doing a desktop or combination version, create a fixed width, 600 pixels wide.
  • Thank you Amy for joining us today, you truly are an email rockstar. Engagement should be your number one goal when it comes to email marketing. If the email is not rendering correctly or is not user friendly, they won’t take the actions that you want them to take. Look at your design, look at what your readers are viewing your email on. Once you do, you will have taken the first step in optimizing your layout for your subscribers.
  • Atthis time I would like to open it up for questions. Please place them in the question box.
  • Three Easy Steps to Achieve a Mobile-Friendly Email

    1. 1. 3 Easy Steps to Achieve a Mobile-Friendly Email Jeanette Brown – InformzEmail Rockstar Guest: Amy Hager - SBCA
    2. 2. Can You Hear Me Now? If you can hear and see my slide, please note this in the question box to your right. If you cannot hear, please try re-dialing in, and let me know so I can be of assistance.
    3. 3. 3 Easy Steps to Achieve a Mobile-Friendly Email Jeanette Brown – InformzEmail Rockstar Guest: Amy Hager - SBCA
    4. 4. Is Mobile Really Everywhere?
    5. 5. 5.1 Billion4.2 Billion 6.8 Billion
    6. 6. 91%
    7. 7. About Me @emktg_guru
    8. 8. About Amy Amy Hager
    9. 9. Who is SBCA and Amy?
    10. 10. How Does SBCA Customize Email? • Integrated Email Marketing with AMS
    11. 11. What Was SBCA’s Challenge
    12. 12. SBCA Mobile Strategy• Goal #1: Identify mobile audience.• Goal #2: Optimize e-newsletter to increase overall engagement.• Goal #3: Continue customizing the email experience for members with mobile customization.
    13. 13. Tactic – Shorten Subject Line <30 characters
    14. 14. Results 20.0% 16.0% 12.0% 8.0% Open Rate Control 4.0% 0.0%
    15. 15. Design For MobileOnline vs Mobile
    16. 16. Online Version vs. Mobile VersionBefore:
    17. 17. Online Version vs. Mobile VersionAfter:
    18. 18. Results 173%
    19. 19. Combination Design
    20. 20. Tactic: Mobile Friendly Layout
    21. 21. Before After
    22. 22. Mobile Friendly Layout
    23. 23. Results 40.0% 35.0% 30.0% 25.0% 20.0% Unique Clicks Total Clicks 15.0% 10.0% 5.0% 0.0% Median for 6 Months February
    24. 24. Mobile-only Version
    25. 25. Tactic: Segment Mobile Viewers
    26. 26. Desktop Mobile
    27. 27. Results 80.0% 70.0% 60.0% 50.0% 40.0% Email Ver (14,033) 30.0% Mobile Ver (3,188) 20.0% 10.0% 0.0% Open CTR Forwarded Mobile Opens
    28. 28. What Did They Think? mobile format is a“I would to say that thelot better for me since I only usemy mobile device to check emailand read your SBCA newsletter good job and thanks!”
    29. 29. Overall Results September - December January – April (Testing Period)
    30. 30. Looking Ahead with SBCA
    31. 31. Final Tips • Increase spacing in TOC • Link story titles • Keep images <480 px • Shorten subject line to <30 characters • Mind the width of an email • 600 px for desktop/combination • 100% for mobile only
    32. 32. Email Rockstar
    33. 33. Let us help you! Jeanette Brown @emktg_guru 1.888.371.1842 @informz