NEDMAInno14: The Mobile Inbox: Tips and Tricks for Small Screen Success - Justine Jordan

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No matter what the content, subscribers interact with email messages across a dizzying variety of apps, devices, programs and platforms. In fact, 50% of emails are viewed on a mobile device. How can you ensure an effective email experience across a range of screen sizes? This presentation discusses how to find out who is opening your emails on mobile, the implications of various screen sizes and operating systems, along with common pitfalls and easy wins for optimizing email for mobile devices.

This presentation will teach you:
- Examples and key best practices
- Strategies for approaching mobile-friendly emails
- Actionable advice to take back to your team and implement right away

This presentation was developed by Justine Jordan, Director of Research and Education at Litmus, and was given at NEDMA's 2014 DM Innovations Symposium.

Published in: Marketing
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NEDMAInno14: The Mobile Inbox: Tips and Tricks for Small Screen Success - Justine Jordan

  1. 1. Tips and Tricks for Small Screen Success March 13, 2014 The Mobile Inbox
  2. 2. Who Am I? Justine Jordan Wearer of Many Hats, Litmus
  3. 3. @meladorri @litmusapp #NEDMAInno14 Join us on Twi er @meladorri @litmusapp #NEDMAInno14
  4. 4. 1 The crazy growth of mobile We’ll cover… 2 Knowing your audience 3 Your subscribers on mobile #NEDMAInno14 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 #NEDMAInno14
  7. 7. Looking back to 2011… Source: Litmus Email Analytics 0% 10% 20% 30% 40% 50% 60% 70% Desktop Webmail Mobile 10% 33% 50% #NEDMAInno14
  8. 8. 400% mobile opens have increased since 2011 #NEDMAInno14
  9. 9. There’s a few options out there… Large Medium Small
  10. 10. The unifying characteristic? TOUCH. #NEDMAInno14
  11. 11. 31%of marketers don’t know their mobile email open rate source: marketingsherpa.com #NEDMAInno14
  12. 12. Your mileage may vary Litmus = 15%MapMyRun = 70%+ #NEDMAInno14
  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 #NEDMAInno14
  15. 15. The mobile experience is different than the desktop experience Conversion Page/Site Click/Tap Preview/Open Preheader Subject Line From Name The Subscriber Experience #NEDMAInno14
  16. 16. From and subject are front and center ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name
  17. 17. 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
  18. 18. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name From and subject are front and center
  19. 19. ??? 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
  20. 20. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name Preheader = tertiary inbox content
  21. 21. Good vs. bad preheaders ✔ ✔ ✔ ✘ ✘ ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name
  22. 22. Each phone and app is different ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name #NEDMAInno14
  23. 23. Each phone and app is different ??? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name #NEDMAInno14
  24. 24. #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 #NEDMAInno14
  25. 25. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line I like big bu ons… From Name
  26. 26. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line Don’t forget the landing page From Name NO: interstitials horrible forms Flash #NEDMAInno14
  27. 27. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line Optimize the conversion path From Name YES: Easy to use Finger friendly #NEDMAInno14
  28. 28. ??? Page/Site Tap/Click Preview/Open Preheader Subject Line Optimize the conversion path From Name #NEDMAInno14 •  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?
  29. 29. strategy #1 mobile first aka agnostic, aware, scalable
  30. 30. 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 #NEDMAInno14
  31. 31. Strategy #1: Mobile first
  32. 32. strategy #2 fluid
  33. 33. 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 #NEDMAInno14
  34. 34. Strategy #2: Fluid Shorter learning curve Best for text-heavy emails
  35. 35. strategy #3 responsive
  36. 36. 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 #NEDMAInno14
  37. 37. 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
  38. 38. Strategy #3: Responsive
  39. 39. Email is a unique medium with unique considerations
  40. 40. Click is now tap The finger is the new mouse #NEDMAInno14
  41. 41. Your users have fat fingers (we all do) image: webdesignerdepot.com #NEDMAInno14
  42. 42. Bigger is be er •  Body copy: 16px+ •  Headlines: 22px+ •  Bu ons: 44px by 44px •  Space: 10px+ •  Tappable touch targets #NEDMAInno14
  43. 43. Blue links on iOS
  44. 44. •  24% market share •  Automatically scales to fit •  Excellent support for media queries •  Images on by default •  Resizes fonts under 13px What to know: iPhone #NEDMAInno14
  45. 45. 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” #NEDMAInno14
  46. 46. 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 #NEDMAInno14
  47. 47. 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 #NEDMAInno14
  48. 48. 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 #NEDMAInno14
  49. 49. Wide variety of ways to access email Device ≠ email client
  50. 50. Wide variety of ways to access email Device ≠ email client Email  is  an  applica&on
  51. 51. Rendering is inconsistent across devices and operating systems Wide variety of ways to access email
  52. 52. Testing is crucial #NEDMAInno14
  53. 53. Testing is crucial #NEDMAInno14
  54. 54. 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
  55. 55. Thanks! Thanks!

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