Hitting the Mobile Mark

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Hitting the Mobile Mark

  1. 1. Hitting the Mobile Mark: Getting Your Mobile Email Right Skip Fidura, Client Service Director dotMailer Wednesday 27th June 2012Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  2. 2. Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  3. 3. Why Should You Care Mobile presents a number of 40% 67% challenges for email marketers • Usability for readers completing the journey on the phone of the UK population of these used their • Clarity for readers triaging owned a smartphone in smartphone to access their inbox December 2011 their email in June 2011 (YouGov) (comScore) • You never know when a reader will use mobileHitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  4. 4. Methodology We started with some consumer research to Amazon.co.uk M&S quantify the attitudes of consumers Apple New Look We reviewed the emails of 19 leading high street brands ASOS Next Across 3 different devices: B&Q Play.com iPhone Debenhams River Island Android EasyJet Tesco Blackberry Expedia Tesco Direct Figleaves Thomson Homebase TopShop John LewisHitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  5. 5. What Did We Review? Design and Usability Criteria Technical Criteria • Does the email render properly on the • link? Is the correct code used to design the test devices? email? • Is the email easy to read? • Is there a mobile-only CSS style sheet? • Is the most relevant content available • Are ALT tags used on images? without scrolling? • Are landing pages easy to read and quick • Are the CTAs visible without scrolling? to load? • Are the CTAs big enough to tap without • Is there a ‘view in browser’ link? zooming? • Is there a ‘view on mobile’ • Are the landing pages mobile friendly?Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  6. 6. Consumer Research The Time of Day myth busted: 3:1 66% • 41% check their email first thing in the morning while 27% check before going to sleep and on average they Ratio consumers prefer of all consumers check a further 4 times in offers and vouchers to check their email on between news and tips their phone. • For B2B marketers, 21% said they check work emails out of hours 64% Personal only 2% Business only 25% BothHitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  7. 7. Benchmarking Report Overall Findings iPhone 53% is getting the greatest The average score focus scoring above across the 19 64% across all review criteria 9 email programs reviewed Brands have cracked rendering, readability, and clickability on Android but of these programs are struggling across the reviewed scored board on BlackBerries below 50%Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  8. 8. Did Your Email Render? High Flyer Issues Included The only email to render effectively on the Images not displaying properly BlackBerry came from Apple Incorrect alignment of elements Only M&S included a link to a mobile version Text and images overlapping Best Practice Advice Preview the email Make sure you know which devices your readers are using Results by Device iPhone = 94% Android = 89% BlackBerry = 31%Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  9. 9. Is Your Email Easy to Read? High Flyer Issues Included Thomson scored top marks for Messages too large readability on all The text too small platforms, especially Android Best Practice Advice Don’t make your readers work hard to get your message Send multi-part emails in case your HTML does not render AND purposely copywrite the plain text version Results by Device iPhone = 81% Android = 64% BlackBerry = 41%Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  10. 10. Do Your Readers Need to Zoom and Scroll? High Flyer Issues Included Apple was the only email where BlackBerry Only sender details and Headline were typically readers did not need to scroll… much visible on BlackBerry Templates designed for PCs did not ‘degrade gracefully’ Best Practice Advice Identify the mobile penetration of your list – Blackberry = Kids and Business Users Take the time to write short copy Preview your email before sending Results by Device iPhone = 78% - Half got full marks Android = 17% BlackBerry = 5%Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  11. 11. Have You Designed for the Finger? High Flyer Issues Included Expedia had a clear call to action that enticed CTAs falling below the fold mobile readers to click CTAs that were not finger friendly CTAs only in images which did not work on BlackBerries Best Practice Advice Design for the finger Use buttons, images and text links Keep above the fold Consider the whole mobile journey Results by Device iPhone = 78% Android = 91% BlackBerry = 63% Photo courtesy of Time.comHitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  12. 12. Is Your code Correct? High Flyer Issues Included There was no clear standout in this are but Lack of a mobile style sheet Play.com did the best across all of the criteria Not fixing the font size so it becomes to small to read on the mobile screen Best Practice Advice Simple straightforward code to maximise cross mobile compatibility Clean code Use media queries to set the screen resolution Fix the font size Use Alt-tags Avoid large image files Results by Device iPhone = 94% Android = 89% BlackBerry = 31%Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  13. 13. Your Landing Page is the Other Half of the Battle? High Flyer Issues Included ASOS regularly Issues Included have clear and Pages not mobile specific easy to read Too often the need to zoom and scroll mobile landing Complex pages that took too long to load pages Best Practice Advice If possible design a mobile version of your landing page At the very least preview the landing page and all other pages that make up the user journeyHitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
  14. 14. Conclusion Some will be In either case triaging their emails you need to keep Your readers are others will complete your emails: increasingly reading the whole journey on SIMPLE your emails on their their phone depending smart phones. CLEAR on the situation of the moment. ACCESSIBLEHitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director

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