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Mobile Email: The Time is Now

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The number of people accessing their emails via mobile devices in 2012 continues to grow. But mobile email is not really about repurposing desktop email and squeezing it to a smaller screen. The real value of mobile email is the ability to deliver instant gratification wherever the consumer is, in a way that cannot be duplicated at the desktop. Join this session to discuss how mobile has evolved over the past year, and how to utilize the consumer mobile data that's available to you. See real examples of marketers using mobile as a unique opportunity to offer up content that cannot be duplicated by the desktop.

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Mobile Email: The Time is Now

  1. 1. Manny JuMobile Email: The Time Is Now @mannyju #goglobal12 Director of Product Management, BlueHornet
  2. 2. OMG!
  3. 3. “With more and more people subscribing tomobile services, customers will begindemanding a Mobile Experience.If brands do not have a mobile experience togive their customers, then there is thepossibility that many of those customers willdefect to other brands that do.”
  4. 4. Question: if you get a mobile email that doesn’t look good, what do you do?Source: “Consumer Views of Email Marketing”, BlueHornet, 2012
  5. 5. Question: how does a poorly designed email affect your perception of the brand?Source: “Consumer Views of Email Marketing”, BlueHornet, 2012
  6. 6. Mobile EmailNOW!
  7. 7. Customer Engagement Lifecycle
  8. 8. Mobile-Friendly Email Opportunities
  9. 9. Mobile AcquisitionText-to-Join Email Sign-Up
  10. 10. Text-to-Join = 3% totalsubscribers10%-20% Higher Open Rate8%-10% Higher Click-ThroughRate
  11. 11. Mobile AcquisitionMobile Sign-up Ads
  12. 12. Question: How likely are you to buy an item or service from an email you read on your mobile device?Source: “Consumer Views of Email Marketing”, BlueHornet, 2012
  13. 13. “Media Query” : (Re)Discovering HTML for Mobile Email HTML4 (1999) <STYLE type=“text/css” media=“handheld”> CSS2 (2009) @media only screen and (max-device-width: 480px) { .page { padding: 0px 10px 5px 10px !important; } .table {width: 300px; !important; } .bodycell {width: 202px; !important; } body { padding: 10px !important; } .header { font-size: 16px !important; } .headline { font-size: 20px !important; } #screenshot { width: 275px; height: 190px; } }
  14. 14. Mobile-Friendly Email Design
  15. 15. Sun Mon Tue Wed Thu Fri Sat
  16. 16. Desktop Display Mobile DisplaySun Mon Tue Wed Thu Fri Sat
  17. 17. Mobile Local Maps
  18. 18. Mobile Responder Targeting
  19. 19. Mobile App Engagement Campaigns
  20. 20. Mobile App Engagement Campaigns
  21. 21. Mobile Loyalty Marketing
  22. 22. Email Responders: Who’s Mobile? Who’s Not? 100% 90% 80%Email Responders 70% Desktop and Other 60% Only 50% Mobile, Desktop, Oth 40% er 30% Mobile Only 20% 10% Mobile responder 0% Device
  23. 23. Pre-Arrival Event Reminders Over 7-day period: Overall Mobile Unique Open 61.9% 22.6% Rate CTO Rate 33.1% 19.4% Delivered: 478
  24. 24. Deal of the Day Overall Mobile Unique Open 24.4% 10% Rate CTO Rate 12.6% 10.2% Delivered: 4,994
  25. 25. Deal of the Day Overall Mobile Unique Open 24.4% 10% RateM CTO Rate 12.6% 10.2% Delivered: 4,994
  26. 26. Strong Demographic Overlap 43% Mobile Openers Delivered: 56,695
  27. 27. Mobile-Friendly Email Opportunities
  28. 28. Easy Mobile-Friendly ExperienceEnhances Customer Engagement Mobile-Opportunity Strategies
  29. 29. Mobile EmailNOW!
  30. 30. Thank You! Manny Ju mju@bluehornet.com @mannyju mannyju.blogspot.com

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