As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, two out of three people now keep a mobile device within reach at all times (IBM). Checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus). So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald covered key holiday shopping trends and tactics using email and push notifications to help remove the friction from smartphone shopping.

1. Email & Mobile:
Takeaways FromThe 2014
Holidays AndTips For
Improving In 2015
Loren McDonald
Silverpop, an IBM Company

2. 309

3. And Christmas 2014 was
only 54 days ago

4. So let’s take a look back …

5. Today’s Agenda

7. Smartphones are
starting to close the
“browse-to-buy” gap

8. 2.3 times higher
than tablet rate
2.3 times higher
than tablet rate
68% of tablet
rate vs 43% in
2013
68% of tablet
rate vs 43% in
2013
Smartphones closing the gap- 2014
33% of tablet
rate vs 28% in
2013
33% of tablet
rate vs 28% in
2013

9. Phablets likely contribute to smartphone increases
Source: Xperia-z.net

11. There’s a new digital
shopping day in town:
Black Friday, Cyber
Monday and now …

12. Thanksgiving is becoming a day of family,
football, food and free shipping offers – a
day of restful shopping at home in
advance of the mall madness.
Cranberry-Red Thursday

13. U.S. Retail DailyTraffic and Sales: Desktop & Mobile
Thanksgiving mobile
traffic % exceeded
desktop traffic for first
time ever!
Thanksgiving mobile
traffic % exceeded
desktop traffic for first
time ever!

14. Thanksgiving
sales increased at
much higher rate
Thanksgiving
sales increased at
much higher rate

16. Thanksgiving Black Friday
Cyber
Monday
The 5 Days of Cyber Shopping

17. 5 days = 12.6%
YOY growth
5 days = 12.6%
YOY growth
Slows on the
weekend, but still
higher than most
every other day
Slows on the
weekend, but still
higher than most
every other day
Holiday
“shopping
days” are
blurring in the
consumer’s
mind
Holiday
“shopping
days” are
blurring in the
consumer’s
mind

19. Email cadence continues to ramp up …

20. Median retailer sent
2broadcast emails on
Black Friday

21. Week leading toThanksgiving – Open Rates Decline
ThanksgivingThanksgiving
Friday beforeFriday before

22. Agenda –Tactics

23. 1. MakeYour Emails Mobile-
Friendly
@LorenMcDonald

24. Source: Litmus, Jan 2015
53%
of emails now opened
on mobile devices

25. Responsive Design is One Approach
DesktopDesktop MobileMobile

26. Horizontal
“sections”
Horizontal
“sections”
Big, finger-
friendly buttons
Big, finger-
friendly buttons

27. 2. Cart and Browse Abandonment
Remarketing Are No Longer
Optional
@LorenMcDonald

28. Cart abandonment remarketing
will become even more
important in the era of mobile
shopping.
Think about it…

29. Desktop centric
Lots going on
Desktop centric
Lots going on
Simpler, more
mobile friendly
Simpler, more
mobile friendly

30. Smartphone Cart Abandoners – Ideas toTest
Add alternative payment
process copy
Add alternative payment
process copy
Mobile friendly or
responsive
Mobile friendly or
responsive
Test timing – within an
hour vs a few hours later
Test timing – within an
hour vs a few hours later

31. Gift Cards – Browse Remarketing Program
Browse, but don’t buy within 24 hours
•Receive reminder
•Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours
•Receive reminder
•Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours
•Receive multiple reminders

32. 3. Make It Easier to Buy
@LorenMcDonald

33. Stored Payment Explodes
Source: Screenwerk

34. Show and “Countdown”
Shipping Deadlines and
Options

35. 4. Use Content and Intrigue to
Break the Holiday Email
Monotony
@LorenMcDonald

36. 12 Deals of December – Creates Anticipation

37. 12 Days of
December
– 12/2 to
12/14

38. Content Beyond Discounts and Free Shipping

39. 5. Use Mobile and Web Push
Notifications
@LorenMcDonald

40. Use App Push
for Holidays
Notifications
inbox
Notifications
inbox
Cyber Monday
push notification
Cyber Monday
push notification
What would your Web
sales be without email
marketing?
App without push?
What would your Web
sales be without email
marketing?
App without push?

41. Mobile app push notifications to reinforce email
Deliver consistent
and reinforcing
messaging across
mobile channels to
remind and entice
consumers.
Deliver consistent
and reinforcing
messaging across
mobile channels to
remind and entice
consumers.

42. IBM Mobile Web Push
Mobile Web push
Trigger targeted
notifications to drive the
actions based on
customer interactions.
Trigger targeted
notifications to drive the
actions based on
customer interactions.

44. Are you leaving “mobile shopping”
money on the table?

45. Download the IBM
Holiday Report
here:
http://www-
01.ibm.com/software/marketing-
solutions/benchmark-reports/recap-
report-2014.html
Loren McDonald
lmcdonal@us.ibm.com.com
@LorenMcDonald
Google+: LorenMcDonald