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3 Strategies for Awesome
Mobile-Optimized Emails
January 30th 2014
Who Am I?
Justine Jordan
Marketing Director, Litmus
@meladorri @litmusapp
#KISSwebinar
Join us on Twi er
1 The crazy growth of mobile
We’ll cover…
2 Knowing your audience
3 Your subscribers on mobile
#KISSwebinar
4 Strategies + best practices
5 Examples!
WATCH THIS WEBINAR RECORDING NOW
Got Screens?
image credit: helpmyhelpdesk.com
Mobile is big, but how big?
#KISSwebinar
Webmail
20%
Desktop
29%
Mobile
51%
Mobile:
Smartphones (iPhone, Android)
and tablets
!
Desktop:
Installed email programs
(Outlook, Apple Mail)
!
Webmail:
Email accessed through a web
browser (Gmail, Hotmail, Yahoo!)
Source: Litmus Email Analytics
Looking back to 2011…
#KISSwebinar
Source: Litmus Email Analytics
15
30
45
60
Q
12011
Q
22011
Q
32011
Q
4
2011
Q
12012
Q
22012
Q
32012
Q
4
2012
Q
12013
Q
22013
Q
32013
Q
4
2013
Desktop Mobile Webmail
10%
50%
33%
400%
mobile opens have increased
since 2011
#KISSwebinar
Top Email Clients
!
#1 – iPhone
#2 – Outlook
#3 – Android
#4 – iPad
source: emailclientmarketshare.com
There’s a few options out there…
LargeMediumSmall
The unifying characteristic?

TOUCH.
31%
of marketers don’t know their
mobile email open rate
source: marketingsherpa.com
Your mileage may vary
#KISSwebinar
Litmus = 15%MapMyRun = 70%+
It’s as easy as 1, 2, 3…
Copy, paste, send!
You get ONE chance to make an impression.
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
10%
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
0 25 50 75 100
If you get a mobile email that
doesn’t look good, what do you do?
80.3%
30.2%
13.5%
3.8%
6.3%
+68%
+15%
Strongly Negative
24%
Slightly Negative
51%
Neutral
25%
You get ONE chance to make an impression.
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
How does
a poorly
designed email
affect your
perception
of the brand?
75%
‘negative’
3%
reopen on
another
client 97%
view in a single
environment
Mobile Triage Myth
The mobile email experience
???
From Name
Subject Line
Preheader
Preview/Open
Tap
Page/Site
#KISSwebinar
From and subject are front and center
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
From and subject are front and center
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
➡ Large and bold = 

top hierarchy in 

the mobile inbox
➡ Cuts off a er ~25
characters
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
From and subject are front and center
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
From and subject are front and center
➡ Second in the
hierarchy
➡ Android wraps to the
next line
➡ iPhone cuts off at ~35
characters
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
Preheader = tertiary inbox content
Good vs. bad preheaders
✔
✔
✔
✘
✘
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
Each phone and app is different
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
But be aware of the viewport
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
Long subject lines
push content down in
the viewport
#EmbraceTheScroll
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
#EmbraceTheScroll
???Page/SiteTap/ClickPreview/OpenPreheaderSubject LineFrom Name
Scrolling is a continuation.
Clicking is a decision.
!
Hundreds or thousands of decisions
taken together add up to real friction.
@bokardo
???Page/SiteTap/ClickPreview/OpenPreheaderSubject Line
I like big bu ons…
From Name
#KISSwebinar
Reduce friction
???Page/SiteTap/ClickPreview/OpenPreheaderSubject Line
Don’t forget the landing page
From Name
NO:
interstitials
horrible forms
Flash
???Page/SiteTap/ClickPreview/OpenPreheaderSubject Line
Don’t forget the landing page
From Name
YES:
Easy to use
Finger friendly
???Page/SiteTap/ClickPreview/OpenPreheaderSubject Line
Consider the conversion path
From Name
➡ What is your goal?
➡ Can the CTA be achieved on mobile?
➡ Is it tappable?
➡ How many clicks/taps/actions are required?
➡ Is the landing page optimized? Should it be?
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trail
strategy #1
mobile first
!
aka agnostic, aware, scalable
Strategy #1: Mobile first
Considers the mobile user a priority
➡ One layout for all screen sizes
➡ Single column design
• 320-500px
➡ Large text & bu ons
➡ Generous white space
➡ Clear calls to action
➡ Short, concise body copy
Strategy #1: Mobile first
strategy #2
fluid
Strategy #2: Fluid
Email width 

changes to fit 

within the window 

it’s viewed in
!
➡ Percentage-based widths
➡ Adapts to fit the screen
➡ Text wraps automatically
Strategy #2: Fluid
!
➡ Shorter learning curve
➡ Best for text-heavy emails
strategy #3
responsive
Strategy #3: Responsive
Strategy #3: Responsive
➡ Resize content: make
images fit, make text
larger
➡ Hide content on mobile
➡Stack columns
➡ move a two-column
design to a one-column
design
h ps://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
Strategy #3: Responsive
➡ More than a “line of code”
➡ Set of conditional statement that enables specific styles
➡ If the screen size is x, then display y
➡ If the screen size is x, then increase headline size to y
➡ If screen size is x, then show image at 100%
➡ Detects screen size, not device type
Uses media queries to detect screen size and alter
content accordingly
Responsive emails in Outlook
➡ Use tables and 

the “align” property
➡ Don’t rely on floats
<table class="fullWidth" width=“620">!
! <tr>!
! ! <td>!
! ! ! <table width="50%" align=“left”>!
! ! ! ! <tr>!
! ! ! ! ! <td>Left Column</td>!
! ! ! ! </tr>!
! ! ! </table>!
! ! ! <table width="50%" align=“right">!
! ! ! ! <tr>!
! ! ! ! ! <td>Right Column</td>!
! ! ! ! </tr>!
! ! ! </table>!
! ! </td> !
! </tr>!
</table>
Remember: media queries aren’t intended to be viewed on a desktop—
they’re intended for a smartphone or tablet.
Media queries aren’t bulletproof
h p://stylecampaign.com/blog/2012/10/responsive-email-support/
iPhone'native' yes'
iPad'native' yes'
Android'2.1'native' no'
Android'2.2'native' yes'
Android'2.3'native' yes'
Android'4.x'native' yes'
Gmail'mobile'apps' no'
Mailbox'iOS'app' yes'
Yahoo!'mobile'apps' no'
Windows'Mobile'7' no'
Windows'Mobile'7.5' yes'
Windows'Mobile'8' no'
BlackBerry'OS'6' yes'
BlackBerry'OS'7' yes'
BlackBerry'Z10' yes'
Kindle'Fire'native' yes'
Email
is a unique medium
with unique
considerations
Click is now tap
The finger is the new mouse
Your fingers are fat
image: webdesignerdepot.com
Bigger is be er
➡ Body copy: 16px+
➡ Headlines: 22px+
➡ Bu ons: 44px by 44px
➡ Space: 10px+
➡ Tappable touch targets
Beware small font sizes
-webkit-text-size-adjust: none;
Dial up the contrast
Bright screen = dead battery
email mobile version web site
Ditch the ‘mobile version’
Why the extra click?
What to know about: iPhone
➡ 26% market share
➡ Automatically scales messages 

to fit the screen
➡ Excellent support for CSS3
and media queries
➡ Images on by default
➡ Resizes fonts under 13px
What to know about: BlackBerry
➡ 0.1% market share
➡ Media query support
➡ Blocks images
➡ Supports styled ALT text
➡ Does not scale/auto-zoom
➡ No separate app; email joins social, SMS
and voice in the “hub”
What to know about: Android
➡ 12% market share
➡ Blocks images by default
➡ Supports ALT text
➡ Mixed support for media queries
➡ Various screen sizes and
sometimes automatic scaling
➡ Primary content focus on le -
hand side
What to know about: Android
What to know about: Windows Phone
➡ 0.17% market share
➡Mixed media query support
➡ Inconsistent font display
➡ Blocks images
➡ No ALT text
Device ≠ email client
Device ≠ email client
Email is an application
and occasionally a mobile browser
Wide variety of ways to access email
Rendering is inconsistent
across devices and operating systems
Testing is crucial
#KISSwebinar
Testing is crucial
#KISSwebinar
Resources!
lit.ms/KISSresources
www.responsiveemailresources.com
14-DAY TRIAL
KISSMOBILE
LITMUS.COM/GIFTCARD
1 Know your audience
2 Design for ‘one thumb’ and 

‘one eyeball’
3 Tap your way to success
-TAKEAWAYS -
4 Rendering is tied to app, not
device
Questions?
I (may) have answers.
Thanks!
Thanks!
justine@litmus.com / @meladorri

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