The document discusses best practices for email campaigns in the mobile age. It emphasizes that mobile is now an integral part of email with over 40% of emails opened on mobile devices. Successful campaigns must identify mobile users, optimize designs for mobile with responsive layouts and large text, and consider payment models beyond CPA like CPC and CPM that better capture mobile conversions. Overall mobile optimization is key to the future of email marketing.

1. A4U EXPO Europe:
Successful Email
Campaigns for the
Multi-Channel Age

2. CONTENT
• IMPORTANCE OF MOBILE
• DATA
• TIMING YOUR SENDING
• TRACKING & PAYMENT MODELS
• INBOX OPTIMISATION
• DESIGN
04/07/2013Freemax Media 2

3. OVERVIEW
• Employs a team of 24 results-driven individuals
• Manages c15m UK email addresses & 500,000
B2B email addresses
• Generate 15,000 clicks per day
• Built and manages a ESP capable of sending in
excess of 10million emails per day
• In-house design and technical team, used by the
likes of Sky, The Times and British Airways
• In-house lead generation platform and call centre
04/07/2013Freemax Media 3

4. IMPORTANCE OF MOBILE
04/07/2013Freemax Media 4
30%
30%
42%
44%
46%
50%
59%
61%
67%
72%
Researching Restaurants
Researching Travel
Watching Films
Shopping
Listening to Music
Reading News
Reading Books
Facebook
Playing Games
Email
20%
20%
24%
26%
37%
48%
52%
58%
78%
79%
Shopping
Twitter
Researching Restaurants
Photo Management
Reading News
Playing Games
Listening to Music
Facebook
Phone Calls
Email
• For which of the following do you regularly use a:
Smartphone Tablet
Adobe Digital Publishing Report – Jan ‘13

5. IMPORTANCE OF MOBILE
04/07/2013Freemax Media 5
More email is read on Mobile than on a desktop email client or via webmail. Stats say
43% of email is now opened on a mobile device Litmus –”Email Analytics” (Mar ‘13)

6. IMPORTANCE OF MOBILE
04/07/2013Freemax Media 6
Freemax Media – May ‘13
Mobile
Desktop

7. DATA
• Do I need to identify mobile users to run mobile
optimised campaigns?
• How do I identify if somebody has opened and converted
on a mobile device?
• Are there certain verticals or offers which perform better
on email?
• Should you alter the day/time you send for mobile?
04/07/2013Freemax Media 7

8. IDENTIFYING MOBILE USERS
Benefits:
• Understand whether it is worth investing in a mobile
optimised creative
• Can ascertain which devices are the most important to
you – however remember iPhones always download
images and therefore will always appear to open more
• Identify data pools which opens on a mobile device more
regularly, allowing you demand higher CPL/M/A and
access a mobile budget
• Can tailor your sending strategy by reacting to mobile
user’s behaviour & preferences
04/07/2013Freemax Media 8

9. IDENTIFYING CONVERSIONS BY DEVICE
Opens/Clicks:
• Most email sending platforms will have the functionality
to do this and will often be know as the ‘user agent’.
• User agent details the device/browser/application an
email was opened on
• Again, beware opens are always higher on iPhones as
images are downloaded as a default – though they remain
the dominant device for engaging with email via mobile
• Currently these tracking platforms show you conversions
by device:
04/07/2013Freemax Media 9

10. IDENTIFYING CONVERSIONS BY DEVICE
04/07/2013Freemax Media 10
Conversions by Mobile Device – May ‘13
Android
Tablet
iPhone
Other

11. MOBILE PERFORMANCE BY VERTICAL
04/07/2013Freemax Media 11
Adobe Digital Publishing Report – Jan ‘13

12. MOBILE PERFORMANCE BY VERTICAL
04/07/2013Freemax Media 12
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Percentage of Mobile Clicks – May ‘13

13. SENDING TIME
04/07/2013Freemax Media 13

14. SENDING DAY
04/07/2013Freemax Media 14

15. SETTING UP THE CAMPAIGN
• While use of mobile is clearly growing, users are not
necessarily adopting the same behaviour as they would
on a desktop
• Successful email campaigns need to be setup with this in
mind
• What does that mean?
• Looking beyond CPA to monetise your email traffic
• Cost per download
• CPC
• CPM
• CPL
04/07/2013Freemax Media 15

16. PAYOUTS – CPD Vs. CPA/L/C/M
04/07/2013Freemax Media 16
Individual opens email directing them
‘download an app’ on desktop
You hope they
then reopen on
their phone to
download so
you can be paid
on CPD
However the majority
will bypass and go
straight to the app
store.

17. TRACKING
04/07/2013Freemax Media 17

18. TRACKING
04/07/2013Freemax Media 18
= 3 X CPA
= 1 X CPA
Advertisers can use Google Analytics new feature Universal Analytics which uses a
UID to cross track across multiple devices.

20. REVENUE BY PAYMENT METRIC
04/07/2013Freemax Media 20
Mobile Revenue %
CPA
CPC
CPD
CPL
CPM

21. PRE-HEADERS
04/07/2013Freemax Media 21

22. PRE-HEADERS
04/07/2013Freemax Media 22
Having the right pre
header, which passes spam filters
such as Cloudmark, can:
• Increase delivery by 8.13%
• Increase opens by 123%
• Double ECPM
Terms to Avoid
your Earn (money)
get Subscribe
cash Lose Weight
claim Act Now!
Dear __FIRSTNAME__ $$$ or £££
credit Make money
Guaranteed Thousands
At no cost Money back guarantee
satisfaction CAPITAL LETTERS

23. PRE-HEADERS
04/07/2013Freemax Media 23
Bad Good
Find out how much your injury claim
could be worth We work on a no-win, no fee basis
WIN FREE laser eye surgery in June and
enjoy summer without the hassle of
glasses/contact lenses
Win free laser eye surgery in June and
enjoy summer without the hassle of
glasses/contact lenses
Find out in 30 seconds how much you
can claim. Find out now!
Find out in 30 seconds how much
compensation you're entitled to
Get your FREE issue now
Sample the next issue of Homes &
Garden free
If you have taken out a mortgage or
personal loan in the last 10 years or a
credit card in the last 6 years.
If you have taken out a mortgage or
personal loan in the last 10 years

25. DISPLAY BY DEVICE
04/07/2013Freemax Media 25

26. RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—easy reading and navigation with a minimum
of resizing, panning, and scrolling—across a wide range of devices
04/07/2013Freemax Media 26

27. RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—easy reading and navigation with a minimum
of resizing, panning, and scrolling—across a wide range of devices
04/07/2013Freemax Media 27

28. RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—easy reading and navigation with a minimum
of resizing, panning, and scrolling—across a wide range of devices
04/07/2013Freemax Media 28

29. RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—easy reading and navigation with a minimum
of resizing, panning, and scrolling—across a wide range of devices
04/07/2013Freemax Media 29

30. RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—easy reading and navigation with a minimum
of resizing, panning, and scrolling—across a wide range of devices
04/07/2013Freemax Media 30

31. DESIGN - SLICING
04/07/2013Freemax Media 31

32. DESIGN - SLICING
04/07/2013Freemax Media 32
Creative Open % CTR % ECPM
No Slicing 3% 5% £1.64
Sliced 6% 7% £3.46
Increase 85% 39% 111%

33. DESIGN - SLICING
04/07/2013Freemax Media 33

34. DESIGN – STYLE ALT TAGS
04/07/2013Freemax Media 34

35. DESIGN – STYLE ALT TAGS
0
2
4
6
8
10
12
14
Style Alt Tag Mobile optimised Not optimised
Bright House
Conversions
04/07/2013Freemax Media 35

36. DESIGN - ANDROID
Why can’t I get the design to render
right on an Android?
- Gmail app on Android doesn’t
support Media Queries
- While Android's default email
client and browser do a superior job at
rendering HTML email, the Gmail app
for Android is popular
- 500 screen sizes in the Android
Family
- When zoomed can trigger
media queries which is not desired.
04/07/2013Freemax Media 36

37. DESIGN - ANDROID
How to design for an Android?
- Use a fluid layout to adjust to
any viewport size
- Put the main ‘Call to Actions’
on the left to avoid side swiping
- Stick to a one-column layout
- Use large text and simple
layout
- Balance text to image, as
images our not downloaded as
a default, unlike iPhones.
04/07/2013Freemax Media 37

38. IMPORTANCE OF MOBILE
04/07/2013Freemax Media 38
Mobile email will account for 15 to
65% of email opens, depending on
your target audience, product and
email type. eMailmonday - “Party
safe mobile email stats” (2013)
Only 3% of users will view a
single email in more than one
environment. Meaning you
only have one opportunity to
capture them
Users who have recently read
email on their mobile will do
so again about 45% of the
time – Litmus “Saving Email
for Later: Opens Across
Devices & Environments”
(2012)

39. DESIGN – ALWAYS MOBILE OPTIMISED?
04/07/2013Freemax Media 39
0
2
4
6
8
10
Mobile Optimised Not Optimised
1Click Life Insurance
Mobile
Conversions

40. DESIGN – NON MOBILE OPTIMISED
04/07/2013Freemax Media 40
Call to action – large &
clear
Scale – ideally no more
than 320-500 px wide
Layout – single column
templates are more
mobile friendly
Short, concise
messaging
Avoid javascript etc
which is not supported
by mobile devices
Font Size – should be
slightly larger than
standard – 14px
body/22 px headline

41. SUMMARY
• Mobile is now an integral part of any email campaign
• Mobile purchase decisions are most influenced by emails
from companies (only friend’s recommendations are more
powerful)
• It’s estimated that 78% of emails will be read on mobile
by 2017
• Mobile optimised creatives are the future for everyone
but in the meantime you need to at least ensure your
designs are mobile friendly
04/07/2013Freemax Media 41

42. QUESTIONS?
Suzanna Chaplin – schaplin@freemaxmedia.com
Warrick Lambert – wlambert@freemaxmedia.com
04/07/2013Freemax Media 42