NEDMA14: Fat Fingers and Small Screens - Justine Jordan

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In a word where 50% of emails are opened on a mobile device and 80% of consumers delete emails that look bad on smartphones, it's crucial to account for fat fingers and small screens. Through this presentation, you will learn how to find out who is opening your emails on mobile, the implications of various screen sizes and operating systems, and easy wins for optimizing email for mobile devices.

his presentation was given by Justine Jordan, Director of Research & Education at Litmus, at NEDMA's Annual Conference on May 14, 2014.

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NEDMA14: Fat Fingers and Small Screens - Justine Jordan

  1. 1. Optimizing Email for Multiscreen Delight May 14, 2014 Fat Fingers and Small Screens
  2. 2. Who Am I? Justine Jordan Wearer of Many Hats, Litmus
  3. 3. litmus.com/lp/nedma Sample HTML, slides, templates, frameworks, and other goodies. @meladorri @litmusapp #NEDMA14
  4. 4. 1 The crazy growth of mobile We’ll cover… 2 Knowing your audience 3 Your subscribers on mobile #NEDMA14 4 Strategies + best practices
  5. 5. Got Screens?image credit: helpmyhelpdesk.com
  6. 6. Mobile is big, but how big? 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 25% Webmail 48% Mobile 27% Desktop #NEDMA14
  7. 7. Looking back to 2011… Source: Litmus Email Analytics 0% 10% 20% 30% 40% 50% 60% 70% Desktop Webmail Mobile 10% 33% 50% #NEDMA14
  8. 8. 400% mobile opens have increased since 2011 #NEDMA14
  9. 9. There’s a few options out there… Large Medium Small
  10. 10. The unifying characteristic? TOUCH. #NEDMA14
  11. 11. 31%of marketers don’t know their mobile email open rate source: marketingsherpa.com #NEDMA14
  12. 12. Users do not always conform to averages < 15% read on mobile70%+ read on mobile #NEDMA14
  13. 13. It’s as easy as copy, paste, send
  14. 14. How does a poorly designed email affect your perception of the brand? If you get a mobile email that doesn’t look good, what do you do? BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 80.30% 30.20% 13.50% 3.80% 6.30% Delete it Unsubscribe View on computer Don't know Read anyway +68% +15% 75% ‘negative’ One chance to make an impression 51% Slightly negative 25% Neutral 24% Strongly negative #NEDMA14
  15. 15. Their experiences o en suck.
  16. 16. Their experiences o en suck. great app great site not-so-great email
  17. 17. great site not-so-great email Their experiences o en suck. email receipt requested from an ATM transaction!
  18. 18. The mobile experience is different than the desktop experience Conversion Page/Site Click/Tap Preview/Open Preheader Subject Line From Name The Subscriber Experience #NEDMA14
  19. 19. From and subject are front and center ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name
  20. 20. From and subject are front and center ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name •  Large and bold = top hierarchy in the mobile inbox •  Cuts off a er ~25 characters
  21. 21. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name From and subject are front and center
  22. 22. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name From and subject are front and center •  Second in the hierarchy •  Android wraps to the next line •  iPhone cuts off at ~35 characters
  23. 23. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name Preheader = tertiary inbox content
  24. 24. Good vs. bad preheaders ✔ ✔ ✔ ✘ ✘ ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name
  25. 25. Each phone and app is different ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name #NEDMA14
  26. 26. Each phone and app is different ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name #NEDMA14
  27. 27. #EmbraceTheScroll ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name Scrolling is easier than clicking. Scrolling is a continuation. Clicking is a decision. Hundreds or thousands of decisions taken together add up to real friction. @bokardo #NEDMA14
  28. 28. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line I like big bu ons… From Name
  29. 29. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line Don’t forget the landing page From Name NO: interstitials horrible forms Flash #NEDMA14
  30. 30. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line Optimize the conversion path From Name YES: Easy to use Finger friendly #NEDMA14
  31. 31. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line Optimize the conversion path From Name #NEDMA14 •  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?
  32. 32. strategy #1 mobile first aka agnostic, aware, scalable
  33. 33. Strategy #1: Mobile first Considers the mobile user a priority •  One layout for all screen sizes •  320-500px •  Large text & bu ons •  Generous white space •  Clear calls to action •  Short, concise body copy #NEDMA14
  34. 34. Strategy #1: Mobile first
  35. 35. strategy #2 fluid
  36. 36. 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 #NEDMA14
  37. 37. Strategy #2: Fluid Shorter learning curve Best for text-heavy emails
  38. 38. strategy #3 responsive
  39. 39. Strategy #3: Responsive •  More than a “line of code” •  Set of conditional statements that enables specific styles Ø  If the screen size is x, then display y Ø  If the screen size is x, then increase headline size to y Ø  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 #NEDMA14
  40. 40. 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 •  Learning curve; but plenty of pre-tested templates exist •  Mixed support for media queries across mobile h ps://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
  41. 41. Strategy #3: Responsive
  42. 42. Email is a unique medium with unique considerations
  43. 43. Click is now tap The finger is the new mouse #NEDMA14
  44. 44. Your users have fat fingers (we all do) image: webdesignerdepot.com #NEDMA14
  45. 45. Bigger is be er •  Body copy: 16px+ •  Headlines: 22px+ •  Bu ons: 44px by 44px •  Space: 10px+ •  Tappable touch targets #NEDMA14
  46. 46. Blue links on iOS
  47. 47. •  24% market share •  Automatically scales to fit •  Excellent support for media queries •  Images on by default •  Resizes fonts under 13px What to know: iPhone #NEDMA14
  48. 48. What to know: BlackBerry •  0.097% market share •  Media query support •  Blocks images; supports ALT text •  Does not scale/auto-zoom •  No separate app; email joins social, SMS and voice in the “hub” #NEDMA14
  49. 49. What to know: Windows Phone •  0.163% market share •  Mixed media query support •  Inconsistent font display •  Blocks images •  CTAs require 2 clicks for image-based emails •  No ALT text #NEDMA14
  50. 50. What to know: Android •  9% market share •  Support for ALT text •  Various screen sizes, OS and app versions •  Mixed support for media queries •  Some auto-scale, some do not #NEDMA14
  51. 51. What to know: Tablets •  iPad: 12% market share •  Touch screen considerations apply, but with more screen real estate •  Consider tablet-specific media queries for unique audiences •  68% of US owners use tablets while watching TV •  Conversion rates are typically higher for tablets than smartphones #NEDMA14
  52. 52. Wide variety of ways to access email Device ≠ email client
  53. 53. Wide variety of ways to access email Device ≠ email client Email  is  an  applica&on
  54. 54. Rendering is inconsistent across devices and operating systems Wide variety of ways to access email
  55. 55. Testing is crucial #NEDMA14
  56. 56. Testing is crucial #NEDMA14
  57. 57. 1 Know your audience & consider the mobile users’ needs 2 3 Tap your way to success -TAKEAWAYS - 4 Rendering is tied to app, not device Responsive is not impossible, but it’s not a silver bullet, either
  58. 58. litmus.com/community
  59. 59. litmus.com/conference
  60. 60. litmus.com/lp/nedma
  61. 61. 14-DAY TRIAL LITMUS.COM/GIFTCARD HELLO
  62. 62. Thanks! Thanks!

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