Simon was first developed in 1992 but not marketed and sold till August 1994.The term Smartphone was not coined until 1997 Simon wasable to send and receive facsimiles, e-mails and pages through its touch screen display. Simon included many applications:address book, calendar, appointment scheduler, calculator, world time clock, games, electronic note pad, handwritten annotations.Over time it has evolved many different types of devices and OS’s. Ios, Android, Windows, Palm, Bada, Blackberry
Mobile opens are trending upwards and this is the first time we have seen mobile surpass webmail and desktop. I would not be surprised that in some industries we see 60%.I do know from looking at our clients mailing stats there are some brands that have 60% mobile opens
Trust of their phoneContent is better
This is why when we talk about social it is important to cross promote channels email to social and vice versa.
From Name - 25 charactersSubject Line – 35 charactersPreheader – 85 characters
Think bigger when it comes to the font sizes you are going to use. Make the main point the biggest font then work down but not to far down that it becomes not readable.Size does matter and the mobile templates we have solve this issueSingle call to actions in the mobile space will keep your customers engagedDon’t clutter the action you want your customer to take make navigation simple and to the pointImages need to be carefully thought out balance between copy and images is encourgedGet to the point in your copy.
Scalable DesignPros Works everywhere, single design, easy to code, readable and clickable in both environments Cons Not a true mobile design Responsive design Pros True mobile first design Cons Does not work everywhere, required two designs, coding is complex but our customers don’t have to worry about that.http://www.marketingtechblog.com/responsive-scalable-mobile-email-design/
The advantage to our Passbook and Google Wallet integration is that we have location that has a Lat/Long so getting customer to add coupons to these wallets allows for customers to be notified when they are close to the location that they have an offer in their wallet.
Push fatigue is starting to set inThere are ways to engage customers with specific url’s, entice your customers to download and open your app or your third party app. Marketers that have invested in mobile apps need to not trust that consumers will 1)turn on notifications or 2)leave them on if the notifications strategy is to heavy.Email can be used to soften the message and engage customers.
Daphne’s mobile open rate for mailings in June and July was 48% I think they need to think about having a mobile plan not just an app.
http://searchengineland.com/study-first-u-k-mobile-search-path-to-purchase-offers-insight-into-u-k-mobile-search-behavior-155241-Mobile Marketer, 2012Mobile search is a big thing for restaurants as people search for restaurants while on the go. As we think about our travel habits what is the first thing you do when you need to find a place for dinner? That is write google restaurants
Just remember mobile is viewed as the other screen but it is still
The problem is that because we are being indicated with so much content our attention spans have grown shorter we are multi tasking on multiple screens. It presents a problem to marketers not only where customers are reading their content but also for how long.
The mobile experience
Presented by Chris Munz
• Brief History of the Smartphone
• Why Mobile email is important
• How Responsive design templates can create both mobile and
• Mobile experience after the email
Why is Mobile Email important?
Global Smartphone unit sales are
expected to grow 46% this year!
Email is dead…….
“Email has had a good run as
king of communicators. But its
reign is over. “
-The Wall Street Journal 2009
•3.9 Billion email users worldwide
•Projected to be 4.9 billion by 2017
•Consumer email accounts make up the
majority of the accounts 76%
•897 million mobile email users, projected
to be 1.7 billion by 2017.
Email Statistics Report, 2013-2017
Radicati Group, Inc.
Mobile email has taken over
43% of emails are read over mobile devices.
This is expected to rise to more than 50% by the end of 2013
Mobile and the Fishbowl Restaurant Industry Index
Casual Family Fast Casual Fine Dine QSR
Q1 Fishbowl Mobile Open Rate
Fishbowl Restaurant Industry Index
Mobile Open Rate
mobile open rate
Casual Dine Campaign sees 46% Mobile Opens
0% 10% 20% 30% 40% 50% 60%
FATHERS DAY GIFT CARD MAILING
Mobile Browser Browser Email Client
What’s the Point?
Not all brands have a customer
base that is mobile
Bad news for marketers
• 3.3% is the percentage of users who have viewed a email in more
than one environment
• Users who have read an email on their mobile will do so again about
45% of the time.
• This means that nearly 97% of the emails are viewed just ONCE.
Most Preferred types of mobile email messages
Mobile Email Marketing practices
• Short Subject Lines
– 35 characters max.
• Take advantage of the Pre-Header
– 85 character max.
• Less Copy means more
• Rethink your creative
• Test, Test, and Test again
Research shows almost 70% of subscribers delete badly
designed mobile emails and 18% unsubscribe.
Scalable vs. Responsive
• An email design layout
that is still 100%
readable and 100%
clickable when reduced
to half its size on a
• Techniques used:
– A grid system for alignment
– A single column
– Larger fonts
– Touch-friendly buttons
• An email layout that
adapts to the proportions
of the device it is
rendered on by using
CSS3 @media queries.
• CSS media queries:
– Auto- adjust the layout
– Text size
Loyalty, Online Ordering, Mobile Payment Oh My!
Use your mobile email as a
• 81% of consumers have
searched for restaurants
on a mobile device.
• Mobile restaurant
searches have a 90%
conversion rate according
to the study.
• 70% of all mobile
searches result in action
within one hour.