Taking Mobile Email to the Next Level in 2015
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In 2014 the rise of mobile usage grew to the point that almost half of emails are now opened on a mobile device. In this webinar Katie Evans, one of Adestra’s email marketing experts, will share some more mobile stats from last year, and discuss the implications.
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Taking Mobile Email to the Next Level in 2015
- 1. adestra.com Taking Mobile Email to the Next Level in 2015
- 2. adestra.com Welcome! Page 2 • You can hear us, we can’t hear you • There will be time for questions at the end • Tweet us @adestra
- 4. adestra.com Agenda Page 4 • Looking back on mobile in 2014 • First steps to becoming mobile savvy • Next level mobile in 2015
- 5. adestra.comadestra.com Looking back on mobile in 2014: ”The Year of Mobile” Page 5
- 7. adestra.com Page 7 Source: Quarterly Email Benchmark Report of total email opens occurred on a mobile phone or tablet 48%
- 8. adestra.com Page 8 Source: Quarterly Email Benchmark Report of smartphone users checked their emails via mobile 78%
- 9. adestra.com Page 9 Source: Econsultancy of traffic to Retail sites from mobile devices 50% Boxing day 2014 saw an excess of
- 10. adestra.comadestra.com Mobile email and the consumer Page 10
- 11. adestra.com Page 11 Email is the number one most popular activity on a smartphone Source: Marketing Land
- 13. adestra.com Page 13 Source: Marketing Profs say email marketing messages are too small to read or interact with on their mobile device 32%
- 14. adestra.com Page 14 Source: Litmus delete emails that aren’t optimized for mobile 69%
- 17. adestra.comadestra.com First steps to becoming mobile savvy Page 17
- 18. adestra.com Shorten subject lines and use pre-headers Page 18 Thanks and you’re welcome! Stay tuned for New Arrivals…
- 19. adestra.com Clear calls to action Page 19
- 27. adestra.comadestra.com Next level mobile in 2015 Page 27
- 29. adestra.com Next level mobile in 2015 Page 29 • SMS • Apps • Location-targeting • Video • Wearables
- 31. adestra.com Page 31 Source: Dynmark of all text messages are read 98%
- 32. adestra.com Page 32 Source: Dynmark of adults have their mobile phone within arm’s reach 24 hrs a day 91%
- 33. adestra.com Page 33 Source: Dynmark of smartphone users made a purchase because they received an SMS from a brand 16%
- 34. adestra.com Using SMS Page 34 • Flash sales • Special offers • Delivery (free delivery codes) • Transactional • Brand engagement
- 35. adestra.com Mobile phone retailer Page 35 • 180,000 SMS sent • 7,000 inbound calls received • £203,000 worth of deposits generated in 3 hours • ROI= 38x initial investment Source: Dynmark
- 37. adestra.com App push notifications Page 37 Source: Econsultancy
- 38. adestra.com Page 38 Source: OtherLevels.com of the Top 100 Internet retailers have a mobile app 77%
- 39. adestra.com Page 39 were actually sending push messages 66% Among those apps, only Source: OtherLevels.com
- 40. adestra.com Push notification tips Page 40 • Keep it personal • Timely and relevant • Be informative • Be generous
- 42. adestra.com Location tracking Page 42 • GPRS • Beacons • Geo Tracking
- 44. adestra.com Geo-targeting ideas Page 44 • Short term deals lasting from a few hours to a day • Location targeting for retail stores • Use location based coupons • Keep it relevant
- 46. adestra.com Page 46 a week watching TV, video clips and films online 5 hours The average Brit spends Source: Guardian
- 47. adestra.com Page 47 of its videos were viewed from a mobile device. This is set to rise in 2015. 50% YouTube revealed that in 2014 Source: YouTube
- 48. adestra.com Video integration Page 48 • Embed video content into your campaign • Email client is identified to decide whether to render a video, static image or file and link • Choose static frame preview
Editor's Notes
- Hello everyone and welcome to the first Adestra webinar of the year! Today, we are going to explore taking Mobile Email to the Next Level in 2015. My name is Anca and I’ll be your host for today.
- A few house-keeping things before we start: You are all on mute so we can’t hear you, but you can ask any questions using the questions panel in the sidebar. We’ll have some time at the end for discussion, so I do encourage you to use this feature. Alternatively, you can also ask questions on Twitter to @adestra.
- Today with us is Katie Evans, she is an Account Manager here at Adestra and is very passionate about what we can do to push the boundaries of email marketing, and use it to its true potential. Without further ado, I’ll hand it over to Katie.
- So on the agenda today we will be taking a look back mobile marketing in 2014 we will then go on to look at the fist simple steps you can take to optimize your emails for mobile users. finally we will then get to the exciting stuff, how to take your email to the next level including a look at sms, wearables, video and apps.
- So first of all lets go back to the past and see how mobile took over in 2014
- 2014 was dubbed the year of the mobile, but did it live up to the expectations? Lets take a look at the hard cold facts
- In 2014 48 % of total email opens occurred on mobile phone or tablet
- A staggering 78% of smartphone users checked their emails via mobile
- Mobile had a huge impact on retailers holiday sales with 50% of traffic coming from mobile devices.
- So what affect has this had on the consumer?
- As email is the number one most popular activity on a smartphone over taking all social media and even phone calls, consumers are demanding a better mobile email experience
- So we have established that most people are opening their emails on their mobile. So what are the main issues you need to be aware of? Well Here is a marketing prof survey which asks consumers what they most dislike about mobile email. The results are pretty scary for marketers who are yet to optimize their emails. Figures such as 21% say messages do not format well on their mobile.
- and further to this 32% say that text is too small to read. This can induce nightmares for email marketers who have spend time tirelessly crafting email campaigns
- And an astonishing 69% will actually delete an email if it is not optimized for their mobile. Which can inevitably lead to a loss in revenue.
- But if these figures leave you feeling in despair with your head in your hands like this poor guy,
- DO NOT PANIC!
- As we are here to help. Here are a few first steps you can take to become mobile savvy
- First of all shorten those subject lines! As you can see on the mobile version of the inbox long subject lines may be clipped. So keep them short to entice the recipient to open
- Secondly, Have a clear call to action. Like Soulmate Food, having a clear call to action can reduce scrolling and encourage your recipient to engage with your brand. This really paid off for Soulmate food as they achieved a 39% click to open rate
- It is also important to keep your copy short. Mobile users are lazy and scrolling can become tiresome so make sure they can view information quickly and clearly.
- A great feature of thee iphone is that images are automatically displayed so make the most of it. Let the images do the talking just like costa has. But bear in mind that other devices such as Andorid do not automatically download images so make sure that you continue to use
- You can also look at creating mobile optimized templates
- Here is an example of a non-mobile optimized template. As you can see in this instance images and text can get cut off, causing mobile users to scroll excessively. Text can also be displayed too small which also leads to the effort of zooming in. this can be frustrating to the lazy mobile user.
- But here is a mobile optimized template which offers far better user experience. The template adapts to a single column format and text and images become enlarged to prevent the need to zoom In.
- Let’s look at some examples from our Adestra template experts! In this one from Anglian Water you can see the difference between a desktop version and a mobile version: The sender’s logo has moved from right to the very top so it’s instantly recognisable when the email is opened on mobile The clouds and bird are hidden in the mobile view The video has also moved underneath the first block of text and is now enlarged for easy playing The speech bubble has changed shape – it’s now wider across the screen and the text within is spread on 3 lines rather than 5. You get the idea, the email has changed its shape to suit the environment it is opened in, so that the user gets the best experience.
- In fact, adopting a responsive email template significantly increased Dobbies Garden Centres’ engagement rates. Here you can see their Christmas campaign, which also won our Campaign of Month award. Compared to a similar campaign, this had a 15% increase in opens, and a fantastic 400% increase in the click-to-open rate. What’s more, not long after implementing the new template, the open rates started rising as well.
- So now that everyone is up to speed on how to become mobile savvy, lets look at the even more exciting stuff, how you can take mobile marketing to the next level in 2015
- In this section we will be looking at SMS text messaging, APPs Geo-targeting, video and wearables which are all set to become game changers for mobile marketing in 2015
- First up SMS – lets take a look at the facts
- An overwhelming 98% of all text messages are read
- This could be to do with the fact that 91% of adults have their mobile phone within arms distance 24 hrs a day – but do sms marketing messages really work
- Well the simple answer is yes! with 16% of smartphone users making a purchase after receiving a SMS from a brand and This is only set to increase in 2015 as marketers realize its potential
- Here are a few ideas of how you can use SMS as part of your marketing strategy. But be careful not to abuse SMS messages as it is an intrusive form of marketing so bear in mind frequency, relevancy and permissions.
- Here is a case study from one of our SMS providers dynmark from a mobile phone retailer. The retailer sent out a simple SMS to encourage recipients to purchase an Iphone 5 and included an offer to incentivize them to do so. this campaign received a fantastic 3800 % return on investment.
- Now lets take a look at the wonderful world of APPs and push messages.
- Here are just a few examples of how brands have used push messages within apps. As you can see the likes of ASOS and Debenhams are really exploiting this marketing channel to its full potential. As you can see ASOS have used push to promote a sale, Debenhams have used an enticing discount code and Walmart have used it to provide location information, whist Ladbrokes have promoted their other apps.
- Over the last few years apps have grown in popularity, with 77% of the top 100 internet retailers providing one. People who are downloading apps are your super fans, more likely to buy from you and more likely to spend more.
- But push messages are widely underused. Marketers are often wary of sending push messages as they feel that it is an intrusive method of communication, so here are a few tips to make sure that you are optimizing this feature
- Firstly keep it personal, like you would in email use your contacts name and other information that you may have about them. Secondly keep it timely and relevant don’t go sending push messages every hour as this could frustrate your recipient. Make sure the content is relevant, engaging and informative. And most importantly be generous, everyone loves and offer so use your push messages to entice your recipient to interact with your app.
- Now lets look at location tracking. One of the most exciting developments in mobile marketing
- there are various methods of gaining further information about your customers location including GPRS, I beacons and the Adestra geo-tracking.
- So once you have gathered this information, what can you do with it? Well the possibilities are endless but here are a few ideas
- Everyone loves a deal so use location targeting to send short term deals for targeted locations from a few hours to a day A great way to use this location targeting is within stores, Once your consumers are in your store or near by entice them with some exciting offers. You can also use location based coupons.
- A growing trend in the way people consume video is via tablets and mobile
- The guardian has recently reported that people are now spending up to 5 hours a week watching TV, video clips and films online
- And Last year YouTube revealed that half of its videos were viewed via mobile and this is only set to increase this year
- With this in mind, it is important to ensure your videos render to well in different devices Adestra has partnered with Live clicker which identifies the email client and renders the correct video or static frame to suit the device. Meaning optimized viewing for your recipients.
- This is an example from the London Symphony Orchestra. As you can imagine, music benefits more from sound than it does from copy and images, so videos are an important part of LSO’s communications. They have an active subscriber base on YouTube of over 24,000 music lovers and wanted to share some of their videos with their newsletter subscribers as well. But including links to video in their emails meant subscribers had to leave the email to watch them, and they were worried that distractions may prevent them from returning, and engaging with the rest of the email. By using our partner LiveClicker, LSO now embed the videos in their emails with minimal effort, and around 50% of the audience watches the embedded version rather than clicking away so they have improved the experience of their subscribers.
- Finally we couldn’t talk about next level with out meantime wearables.
- Wearables are expected to make a big impact in 2015 with an influx of smart watches, glasses, contact lenses and trackers expected to launch. But what does this mean for the marketer? Marketers will need to make emails more to the point and punchy than ever before, and will need to focus on device rendering and responsive design similar to what we saw in the change from Desktop to smartphone design. only time will tell how wearable marketing will develop and its an exciting time to get experimenting!
- Thank you very much for that Katie! I’m sure our listeners have taken away some valuable advice and tips, to help them plan for 2015. Let’s see if we have any questions from them. How would you go about getting a responsive template? How do you find out if your audience opens mostly on mobile or desktop?