Buzzword: Responsive Email – The Good, the Bad and the Ugly
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This document discusses making emails responsive for mobile devices. It notes that 31% of marketers don't know their mobile open rates and outlines questions to ask about how subscribers access emails across different devices and browsers. The document recommends either making emails mobile aware with a single column layout and large text or fully responsive through advanced coding. It introduces services from FanCentric to provide mobile strategy, responsive templates, and help converting existing emails to be mobile optimized.
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Buzzword: Responsive Email – The Good, the Bad and the Ugly
- 1. Buzzword: Responsive Email The Good, The Bad, and The Ugly
- 2. AGENDA • The State of Mobile Email • Yawn. I’ve heard this before. • How to Get Started, Today • Solutions • Q & A
- 3. YOUR HOSTS Michael Sciano Director, Client Relationships Michael@fancentric.fm Mark Campbell Senior Designer & Front-End Engineer Mark@fancentric.fm
- 4. AGENDA
- 5. Yawn. I’ve heard this before. Does it really matter?
- 6. What’s the risk? • Brand Reputation • Lower Engagement • Lower Conversions • Missed Opportunities • Fluid Subscriber Experience
- 7. That thing about first impressions…
- 8. Emails influence Brand Reputation
- 9. Are your subscribers frustrated?
- 10. 31% Of marketers don’tknow their mobileemail Open Rates.
- 11. HAVE YOU… • used your ESP data, Litmus or Return Path to track mobile and device opens, as well as browser opens? • figured out how many subscribers are viewing on mobile? • which devices or browsers your subscribers prefer? • which email clients your subscribers use? • tested the subscriber experience internally? • considered WHERE your subscribers are, in terms of physical location?
- 12. WHAT IS YOUR CALL-TO-ACTION PATH? • What’s the goal of your email? • Is your CTA achievable on mobile? • Is your CTA “tap-able”? • How many taps/clicks does it take to convert? • Is the corresponding landing page or website responsive? • How many different programs does the path require? • What’s the likelihood that your subscribers will convert on mobile or wait until it’s more convenient?
- 13. I STUDIED THE DATA, NOW WHAT? • Mobile Aware or Mobile Responsive? • Audit your digital marketing program for mobile optimization.
- 14. MOBILE AWARE • Works well on both desktop and mobile devices • No need to modify html code • Single column structure • Large(r) Text • Touch Friendly Buttons/CTAs RESPONSIVE • Change the layout and experience through advanced coding • Changes can be based on devise, app, browser, etc. • Adjust size of text, images, buttons • Hide or swap certain content • Personalize the mobile experience
- 15. THE EXPERTS ARE HERE • FanCentric provides services and expertise in… – Mobile Strategy and Direct-to-Fan Communications – Mobile Responsive Templates for repeat use – Converting Existing Emails to be Mobile Responsive • Template Tool Kit • Mobilize
- 17. DESKTOP VERSION
- 18. MOBILE VERSION
- 19. Introducing: Make your emails mo’ Beta: http://fancentric.org/mobilize/
- 21. FanCentric @FanCentric Facebook/FanCentric Content (Ctrl) @ContentCtrl Facebook/content.ctrl Michael Sciano Director, Client Relationships Michael@fancentric.fm
Editor's Notes
- Welcome
- There’s no question that the industry has been talking about mobile for the last 2 years. Every January it seems like the experts declare that “This is the mobile year.”Guess what happened, though? It came. Mobile Marketing is alive and a standard now. There wasn’t an event to kick-off mobile marketing. There weren’t any ribbon cuttings or ceremonies. It just happened, slowly but consistently over time. And, many organizations are behind, still trying to catch-up.Today’s goal is to arm you with information to take back to your teams and help you transition to a mobile strategy today. Not next week. Not next month. Today.
- We’re coming from you live from the FanCentric offices. I’m Michael Sciano, Director of Client Relationships. With me and piping in later is Mark Campbell, our Sr. Designer and Engineer.
- According to Email Client Market Share, powered by Litmus, email views on mobile devices month-to-month range between 45% and 55%. This past March, it was about 46%. In January, it was 51%. The point is, nearly half of all emails are viewed on a mobile device.We could spend an hour just talking about the difference in rendering across email clients, browsers, mobile apps for email, and so forth.But, from these stats, iPhones, iPads, and Droids must be dealt with, in terms of your strategy.
- At this exact moment, you’re bored. Because you’ve heard this before. Because you see blogs, and articles and other companies talking about the same thing. Mobile aware emails, mobile optimized, mobile responsive. Mobile, mobile, mobile.I want to take a different approach and have you consider the other side. Have you thought about the impact of NOT incorporating mobile design for your audience? Who is your typical audience? What’s your typical subscriber like? Are they looking at your emails during their lunch break? While at work? On a commute? In the evenings while watching tv? And, what are you trying to get them to do? Read a long message? Purchase something? Attend something? These are important considerations, because we want to answer the question – does it really matter?