KITBAG.COM                        Case study: iPhone optimisation1   Lyris Ltd – Confidential
Kitbag.com • Kitbag.com is Europes leading online   sports retailer • Lyris customer for 9 years – Currently   using Lyris...
Why are mobile devices important to emailmarketers? • Morgan Stanley predicted that the   population of mobile users will ...
What are the main issues?  What does your email look like on a small   screen?  Is it hard to click on links?  Do your ...
Testing method     • Litmus email analytics tags added to Kitbag emails from December 2011 –       February 2012     • Top...
KEY STATS
Popularity of reading environmentsamong Kitbag.com subscribers 35% of opens from Kitbag.com subscribers come from a mobile...
Top email clients used by Kitbag.comsubscribers 8   Lyris Ltd – Confidential
Top mobile email clients used byKitbag.com subscribers     66% of Kitbag’s mobile     opens come from the     Apple iPhone...
Top email clients used by iPhone users                             98% of iPhone users                             view th...
Engagement across email clients        Desktop                  Mobile   Webmail 11   Lyris Ltd – Confidential
OPTIONS FOR OPTIMISING
Option 1 – Removing fixed width tables One of the most widely used solutions to this issue is having a table that is equal...
Option 1 – Removing fixed width tables Example of an email with 100% table fully open in Outlook 14   Lyris Ltd – Confiden...
Option 2 – Add a view on mobile link toyour email Add a link to the top of an email which points to a mobile friendly vers...
Option 3 – Intelligent CSS Use CSS media queries to remove unnecessary elements of your email when viewed on a small scree...
Option 3 – Intelligent CSS      Outlook                       iPhone        iPhone                                    with...
Option 4 – Design your email for mobile users Reduce the width of your current email to between 300 – 500 pixels and use a...
HOW DID WE OPTIMISE KITBAG’S EMAILS
Regular email design – Within iPhone                                 •   750 pixels wide                                 •...
iPhone optimised email design                                 • 400 pixels wide                                 • No pre-h...
TEST RESULTS
Non-iPhone users      Full size emails sent to all non-iPhone users              Key Metrics            Results       Aver...
iPhone users sent full size email      Full size emails sent to 50% of iPhone users              Key Metrics            Re...
iPhone users sent optimised email      Optimised email sent to 50% of iPhone users               Key Metrics            Re...
Average unique open rates 26
Higher open rates for mobile optimised emails?      Why would the mobile optimised emails       consistently have a higher...
Size matters!                                               Average Email weight      Average open rate      Full size ver...
How about conversions?      Although we received great open rates from our iPhone segment we did not see      an increase ...
Why bother?        Why bother optimising for mobile devices if             conversion rates are not higher?      We believ...
THANK YOU
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Email & Mobile Theatre; 2012 Strategies: Using Customer intelligence to make communications that count

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Email & Mobile Theatre; 2012 Strategies: Using Customer intelligence to make communications that count

  1. 1. KITBAG.COM Case study: iPhone optimisation1 Lyris Ltd – Confidential
  2. 2. Kitbag.com • Kitbag.com is Europes leading online sports retailer • Lyris customer for 9 years – Currently using Lyris HQ • Exclusive rights to operate the official online stores of Manchester United, Chelsea, Real Madrid, Barcelona, Everton and Celtic • Online and offline direct mailings / catalogues, call centre operations, and pick pack parcel distribution and warehousing 2 Lyris Ltd – Confidential
  3. 3. Why are mobile devices important to emailmarketers? • Morgan Stanley predicted that the population of mobile users will exceed desktop internet users within five years. • Mobile e-commerce is ramping up faster than online e-commerce, now making up 4% of total retail sales • Research by Nielsen shows that Email accounts for 42 percent of mobile internet time (compared to just 10.5 percent using social media, for example). 3 Lyris Ltd – Confidential –
  4. 4. What are the main issues?  What does your email look like on a small screen?  Is it hard to click on links?  Do your subscribers have to zoom in to read the content?  If you have optimised the email for a mobile device, what does it look like on a large screen? 4 Lyris Ltd – Confidential –
  5. 5. Testing method • Litmus email analytics tags added to Kitbag emails from December 2011 – February 2012 • Top email clients analysed – Apple iPhone was used by 22.49% of recipients making it the most popular email client among Kitbag subscribers • Apple iPhone subscribers flagged within Lyris HQ • Lyris and Kitbag develop iPhone optimised email templates which are 400 pixels wide rather than 750 pixels wide • 50% of flagged iPhone users are sent a regular sized version of the Kitbag newsletter and 50% are sent the iPhone optimised version 5 Lyris Ltd – Confidential
  6. 6. KEY STATS
  7. 7. Popularity of reading environmentsamong Kitbag.com subscribers 35% of opens from Kitbag.com subscribers come from a mobile device 7 Lyris Ltd – Confidential
  8. 8. Top email clients used by Kitbag.comsubscribers 8 Lyris Ltd – Confidential
  9. 9. Top mobile email clients used byKitbag.com subscribers 66% of Kitbag’s mobile opens come from the Apple iPhone 9 Lyris Ltd – Confidential
  10. 10. Top email clients used by iPhone users 98% of iPhone users view their emails with the built-in mail client 10
  11. 11. Engagement across email clients Desktop Mobile Webmail 11 Lyris Ltd – Confidential
  12. 12. OPTIONS FOR OPTIMISING
  13. 13. Option 1 – Removing fixed width tables One of the most widely used solutions to this issue is having a table that is equal to 100%. This means the email will automatically fill 100% of the screen it is being viewed on. Pros Cons • Easy to do • Not appropriate for image only • Usually looks good on mobile emails devices • Can look very bad on larger screens • Doesn’t always look good on a mobile device, especially if there are images 13 Lyris Ltd – Confidential –
  14. 14. Option 1 – Removing fixed width tables Example of an email with 100% table fully open in Outlook 14 Lyris Ltd – Confidential –
  15. 15. Option 2 – Add a view on mobile link toyour email Add a link to the top of an email which points to a mobile friendly version of the email. Pros Cons • Easy to do • Requires subscriber to click on a • Looks good on mobile devices link to view • Takes longer to code the email • Often gets overlooked because the link is usually quite small on a mobile device 15
  16. 16. Option 3 – Intelligent CSS Use CSS media queries to remove unnecessary elements of your email when viewed on a small screen. Pros Cons • Allows you to change the look of • Requires a coder to implement the email depending on screen • Not effective for image only size emails • Looks good on large and small • Can take longer to code screens • Adds weight to email due to • Gives you the ability to remove extra code unnecessary parts of your email • Doesn’t work in Gmail’s Android app 16 Lyris Ltd – Confidential –
  17. 17. Option 3 – Intelligent CSS Outlook iPhone iPhone without CSS with CSS 17 Lyris Ltd – Confidential –
  18. 18. Option 4 – Design your email for mobile users Reduce the width of your current email to between 300 – 500 pixels and use a single column layout. Ensure the email text is large enough to read on a mobile and the call to action is easy to click. Pros Cons • Not hard to do • Could look slightly strange when • Easy to read on a mobile without viewed on a large screen having to zoom in • Links are easy to tap 18
  19. 19. HOW DID WE OPTIMISE KITBAG’S EMAILS
  20. 20. Regular email design – Within iPhone • 750 pixels wide • Very small pre-header text • Small navigation buttons • Multi-column layout • Unreadable text • Small calls to action – can be hard to click through on desired link 20 Lyris Ltd – Confidential
  21. 21. iPhone optimised email design • 400 pixels wide • No pre-header text • No navigation buttons • Single column layout • Larger text • Large calls to action that are easy to tap • Unnecessary content has been removed • Main message is clearly visible at the top of the email 21 Lyris Ltd – Confidential
  22. 22. TEST RESULTS
  23. 23. Non-iPhone users Full size emails sent to all non-iPhone users Key Metrics Results Average unique open rate 12.3% Average unique click rate 2.3% Average click to open rate 19.11% 23
  24. 24. iPhone users sent full size email Full size emails sent to 50% of iPhone users Key Metrics Results Average unique open rate 39.8% Average unique click rate 5.3% Average click to open rate 13.31% 24
  25. 25. iPhone users sent optimised email Optimised email sent to 50% of iPhone users Key Metrics Results Average unique open rate 43.4% Average unique click rate 4.9% Average click to open rate 11.37% 25
  26. 26. Average unique open rates 26
  27. 27. Higher open rates for mobile optimised emails? Why would the mobile optimised emails consistently have a higher open rate? 27 Lyris Ltd – Confidential
  28. 28. Size matters! Average Email weight Average open rate Full size version of email 17.42 KB 39.84% iPhone optimised version of email 9.35 KB 43.38% Light weight emails = Higher open rates on mobile devices Internet download speeds can vary greatly on mobile devices so it makes sense that the faster downloading email would have a higher open rate on a mobile. 28 Lyris Ltd – Confidential
  29. 29. How about conversions? Although we received great open rates from our iPhone segment we did not see an increase in conversion rates. There could be several reasons for this: • Kitbag.com does not have a mobile optimised version of their website • Subscribers are most probably not in a position to purchase when viewing your emails on their mobile Kitbag.com on an iPhone 29 Lyris Ltd – Confidential
  30. 30. Why bother? Why bother optimising for mobile devices if conversion rates are not higher? We believe that it’s still important to optimise for mobile devices because: • Open rates from mobiles are much higher than other email clients • Having a clear mobile optimised email design will encourage these subscribers to return directly to your website or shop at a later date – via their desktop or tablet 30
  31. 31. THANK YOU

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