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2014 Publishers Field Guide to Mobile Optimized Messaging by Lyris


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Engage mobile audiences with targeted and personalized email content by learning responsive design and to implement a mobile optimization strategy for publishers.
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2014 Publishers Field Guide to Mobile Optimized Messaging by Lyris

  1. 1. Digital Marketing Brief Publishers Field Guide to Mobile- Optimized Messaging Download the Full Guide Consumer adoption of mobile devices has taken off with astonishing speed – and publishers now find that more than a third of their audience accesses content via mobile. The move to mobile devices is having a significant impact on subscriber engagement. The ways that audiences interact with content have changed. As ubiquitous as mobile usage is now – with current estimates at 4.55 billion users worldwide – mobile subscriptions are predicted to reach 8 billion in 2016. Mobile users interact with brands wherever, whenever, and however they want – and expect a seamless experience doing it. Whether cell phones, smartphones, tablets, or apps – it’s clear that the time to optimize for mobile is now.
  2. 2. Copyright © 2014 Lyris, Inc. All rights reserved. About Lyris Inc: With more than 20 years’ experience, Lyris is a global leader of innovative email and digital marketing solutions that help companies reach audiences at scale and create personalized value at every touch point. Lyris’ products and services empower publishers to design, automate, and optimize experiences that facilitate superior engagement, increase conversions, and deliver measurable business value. The Lyris solutions portfolio is uniquely comprised of award- winning messaging automation software, digital marketing strategy and deliverability services, and a componentized and flexible integration framework that revolutionizes the way marketers can extend digital messaging across the enterprise. More than 5,000 companies worldwide partner with Lyris to manage connected customer communications. Learn more at Three Mobile Optimization Options 1. Fluid Email Layout – means that the email width expands or contracts depending on the size of the viewing screen. This straightforward approach to mobile optimization is easy to execute: set the width of your email to a percentage rather than having a fixed width. This way, the email effectively flows across whatever screen it is viewed on. 2. Scalable Design – features a single ‘mobile-friendly’ email layout that looks good on small and large screens. Unique features of this approach include: • A single-column layout which is relatively narrow compared to most other emails • Large titles • Large calls-to-action which are easy to click on mobile devices • A good amount of white space • A small amount of body copy which can easily be read at a glance 3. Responsive Design – allows you to change the way your email looks or is displayed depending on the size of the viewer’s screen. It gives you an enormous amount of flexibility to add, remove, or re-arrange the content of your email so that your subscribers will have the very best experience, no matter what device or email client they read your email on. Responsive design is by far the best mobile optimization option. Download the full guide to learn more about responsive design and steps for implementing a mobile optimization strategy. Download the Full Guide