Mobile Email Marketing: Small Screen, Big Opportunity


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Slides from the Mass Transmit webinar "Mobile Email Marketing: Small Screen, Big Opportunity". The slides cover the opportunities available to email marketers due to the rise in smartphone penetration. Learn about mobile email design, programming and strategy.

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  • Smartphone penetration will reach 38% of mobile users and 28.8% of the overall US population by the end of this year. The number of smartphone users is set to increase nearly 50% (49.6%) this year to 90.1 million users. By the end of next year, smartphones will outsell personal computers. Source:
  • Source: comScore Reports July 2011 U.S. Mobile Subscriber Market Share Source: 40% of mobile consumers now have a smartphone Other source:
  • Return Path “ Email on the Move: The Future of Mobile Messaging ” , May 2011
  • Apple device users are nearly 8 times more active with email on their mobile device than Android users. The iPhone is still the most popular Apple device for managing email, but the iPad is quickly gaining ground. Tablet devices will increasingly need to be considered in the overal email marketing mix as they gain more market penetration.
  • Merkle "View From the Digital Inbox 2011
  • Poll: What smartphone platform do you use? Android Apple (iPhone, iPad) RIM Blackberry Windows Mobile Other
  • Do you currently optimize your email campaigns and web site for mobile display? Both Emails only Web site only Neither
  • SCOTT Subject lines: There is a lot above contradictory research subject line length. [alchemyworx study] As in the example, long will push the creative down but don ’ t sacrifice the open for the creative. A higher CTA will compensate. Copy: Use the bare minimum needed to get across your offer or information. This may mean using small amounts of copy and linking to your site more often, or simply reducing the amount of textual content in your campaigns.
  • If the elements of your design are made according to a proper grid, their relational proportions will scale down in proper ratio to each other.
  • Poll: Do you design and program your email campaigns in-house or use a vendor/ESP? I do everything in-house I do copy and design in-house only I do all production in-house but use an ESP for delivery I use a vendor for all services
  • Mobile Email Marketing: Small Screen, Big Opportunity

    1. 2. Adam Q. Holden-Bache CEO, Mass Transmit | @adamholdenbache Rich Barrett Creative Director, Mass Transmit | @richcbarrett Scott Hardigree CEO, Indiemark | @indiescott
    2. 3. We provide the services , tools , and expertise that enterprises need to create and manage digital communications across email , social , and mobile marketing channels.
    3. 4. <ul><li>Company </li></ul>We’ re headquartered in New York City with offices in Charlotte NC and Seattle WA. Our 22-person team is comprised of strategists , creatives and techies ; all of whom are thought-leaders in their respective specialties. We’ ve been neck-deep in online marketing since 1996 and along the way have provided services to a wide range of clients including…
    4. 6. SEM Twitter hashtag: #mtwebinar
    5. 7. SEM Mobile Email Has Arrived
    6. 8. <ul><li>Mobile Audience: Smartphone </li></ul><ul><li>234 million mobile users in the US </li></ul><ul><li>90.1 million smartphone users </li></ul><ul><li>38% of all mobile users use smartphones </li></ul><ul><li>28.8% of US population </li></ul><ul><li>Smartphones will outsell PC’s by 2012 </li></ul>
    7. 9. Smartphones: Platform Market Share Source: Nielsen, September, 2011
    8. 10. <ul><li>82% of smartphone users check and send email </li></ul><ul><li>with their device . </li></ul>Source: Google “ The Mobile Movement: Understanding Smartphone Users ” April, 2011
    9. 11. <ul><li>16% of all emails are opened </li></ul><ul><li>on a mobile device , </li></ul><ul><li>an increase of 81% . </li></ul>Source: Return Path “ Email on the Move: The Future of Mobile Messaging ”, May 2011
    10. 12. Source: Campaign Monitor, June 2011 Most Popular Email Clients
    11. 13. <ul><li>90% of smartphone owners access the same email account on mobile and desktop . </li></ul>Source: Exact Target Channel Preference Survey
    12. 14. <ul><li>43% of mobile email users check email four or more times per day compared to 29% of those who do not use mobile email. </li></ul>Source: Merkle “ View From the Digital Inbox, 2011 ”
    13. 15. iPhone is now the 2nd most popular email client, second only to Outlook. #mtwebinar Tweet-worthy Takeaway:
    14. 16. SEM Mobile Email Marketing Strategy
    15. 17. SEM <ul><li>How to determine: </li></ul><ul><li>Use email client detection services </li></ul><ul><li>Review if users click the “ view mobile ” link </li></ul><ul><li>Review your web analytics </li></ul><ul><li>Ask via a survey </li></ul><ul><li>Gather mobile info in your preference center </li></ul>Do you have a mobile audience?
    16. 18. SEM <ul><li>Mobile email marketing challenges: </li></ul><ul><li>Understanding mobile email platforms </li></ul><ul><li>There are no mobile standards - each device presents emails differently </li></ul><ul><li>Testing/QA </li></ul><ul><li>Additional coding requirements </li></ul>Do you have the resources?
    17. 19. SEM Mobile marketing is not limited to email. Your email will likely link to your web site, landing pages, blog or social media channels. Are they optimized for mobile? Plan for mobile beyond email
    18. 20. Mobile email marketing is growing fast but it doesn’ t stop at the inbox. You ’ ve got to mobilize the destination too. #mtwebinar Tweet-worthy Takeaway:
    19. 21. SEM Mobile Email Marketing: Copy & Design
    20. 22. <ul><li>Front-load subject lines </li></ul><ul><li>Pre-headers (keep them short) are important </li></ul>The Inbox
    21. 23. SEM <ul><li>Keep it short and to the point. </li></ul><ul><li>Direct, easy to see calls to action </li></ul><ul><li>Prioritize content blocks by stacking </li></ul><ul><li>Remove low priority content or link to it on your mobile-friendly web site </li></ul>Your Content
    22. 24. SEM <ul><li>Email widths at 640px will scale evenly to the iPhone standard of 320px </li></ul><ul><li>Headlines should be at least 30px </li></ul><ul><li>Body Copy should be 14px minimum </li></ul><ul><li>Buttons should be 29x44px minimum with 10px padding to accommodate touch. </li></ul>Scale Up In Order To Scale Down
    23. 25. SEM <ul><li>Try to avoid using font sizes below 13px </li></ul><ul><li>iPhone auto-scales up to 13px; may break your layout </li></ul><ul><li>Can eliminate auto-adjust for iPhone and Android: “ -webkit-text-size-adjust: none; ” </li></ul>Beware text resizing
    24. 26. SEM <ul><li>Think about mobile first </li></ul><ul><li>Design to a grid </li></ul><ul><li>Stack content, avoid columns </li></ul><ul><li>Be sure your graphics are readable when scaled down </li></ul>Design Best Practices
    25. 27. When crafting emails, think about mobile usability first. #mtwebinar Tweet-worthy Takeaway:
    26. 28. SEM Mobile Email Marketing Coding
    27. 29. SEM <ul><li>All leading mobile platforms support HTML, but images are often blocked </li></ul><ul><li>There is little need for a Text or “ Mobile friendly ” version message </li></ul>HTML
    28. 30. SEM There are no standards
    29. 31. SEM Add the Viewport Meta Tag to assure the email scales and fits the width of the iPhone. Without the Viewport tag, the email is initially zoomed out too far with extra white space on the side. This will only help with scaling on iPhone but it doesn’ t adversely affect the way your email displays on other devices. Viewport Meta Tag <meta name = “ viewport ” content = “width = 320”>
    30. 32. SEM <ul><li>Using CSS @media queries can allow you to reformat the same message for various devices. </li></ul><ul><li>You can have a one column version for iPhone, two column layout for iPad, and three column layout for desktop email display. </li></ul><ul><li>Coding using @media requires more coding skill and design planning for each campaign plus testing/QA resources. </li></ul>CSS @media queries
    31. 33. Stop using a mobile-friendly LINK, start using mobile-friendly CODE. #mtwebinar Tweet-worthy Takeaway:
    32. 34. <ul><li>Mobile email usage is big and growing fast </li></ul><ul><li>There’ s no standardization between mobile devices </li></ul><ul><li>Users will flip-flop between desktop and mobile </li></ul><ul><li>Coding emails for specific devices is possible but challenging </li></ul><ul><li>One message can work for both desktop and mobile </li></ul>Takeaways:
    33. 35. SEM Q&A Ask questions in chat window or via Twitter using #mtwebinar
    34. 36. <ul><li>For Webinar Attendees Only: </li></ul><ul><li>Free Mobile Readiness Assessment </li></ul><ul><li>See how your email renders across devices, full report </li></ul><ul><li>Get specific suggestions for improvements </li></ul><ul><li>Email us [email_address] </li></ul><ul><li>(please include a copy or link to your email) </li></ul>
    35. 37. Slideshare: Presentation can be viewed at
    36. 38. Adam Q. Holden-Bache 704-706-2670 x200 [email_address] @adamholdenbache Scott Hardigree 407-970-9372 [email_address] @indiescott