SlideShare a Scribd company logo
+#mobilehangout @litmusapp @hubspot
What you didn’t know
about mobile email
!
+
10%
20%
30%
40%
50%
60%
70%
Jan-11
M
ar-11
M
ay-11
Jul-11
Sep-11
N
ov-11
Jan-12
M
ar-12
M
ay-12
Jul-12
Sep-12
N
ov-12
Jan-13
M
ar-13
M
ay-13
Jul-13
Sep-13
N
ov-13
Jan-14
M
ar-14
M
ay-14
Jul-14
Sep-14
N
ov-14
Jan-15
M
ar-15
M
ay-15
Jul-15
Sep-15
N
ov-15
Jan-16
M
ar-16
Mobile
Source: Litmus Email Analytics
Growth in mobile email opens: 2011-2016
8%
56%
+600%
+
0 25 50 75 100
Delete	it
Unsubscribe
View	on	computer
Don't	know
Read	anyway
80.3%
30.2%
13.5%
3.8%
6.3%
What do you do if you get a mobile
email that looks bad?
Source: BlueHornet study: Consumer Views of Email Marketing
+
!
#mobilehangout @litmusapp @hubspot
Know your audience
70%+ open on mobile < 15% open on mobile
+
!
#mobilehangout @litmusapp @hubspot
Optimize the mobile inbox
~25 characters
~35 characters
~85 characters
+
!
#mobilehangout @litmusapp @hubspot
Preview text
optimization guide >>> bit.ly/preview-text
+
!
#mobilehangout @litmusapp @hubspot
Banish blue links!
Auto-linking makes some text unreadable
◉ Phone calls
◉ Track packages
◉ Find addresses
◉ Create events
◉ Affects emails in iOS (iPhone/iPad)
remove them >>> bit.ly/ios-blue-links
+
!
#mobilehangout @litmusapp @hubspot
Prevent navigation woes
iOS resizes
any text below 13px
+
!
#mobilehangout @litmusapp @hubspot
Bigger is better
◉ Body copy: 16px+
◉ Headlines: 22px+
◉ Buttons: 44px by 44px
◉ White space: 40px+
◉ Tappable touch targets
+
!
#mobilehangout @litmusapp @hubspot
Understand mobile approaches
◉ Mobile aware
◉ Traditional
◉ Hybrid/Spongy
+
Gmail does not
support traditional
responsive email
templates
Inbox by Gmail iOS Mail
#mobilehangout @litmusapp @hubspot
+
!
#mobilehangout @litmusapp @hubspot
Utilize free resources
Community Template Gallery
litmus.com/community/templates
Litmus Slate Templates
bit.ly/slate-templates
Plain Text vs. HTML
Plain Text vs. HTML
Above the Fold
Above the Fold 👍
Above the Fold 👎
Enticing ExplainingEntertaining
GIFS in Email
BONUS: Emoji Subject Lines
Learn about mobile email from the experts [LIVE Hangout - July 12]
Email marketing on mobile just got easier 📱 ➡ 📈
vs.

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