This document discusses the importance of mobile optimization and personalization in email marketing. Some key points include: over 48% of opened emails are on mobile; 63% of consumers delete non-mobile optimized emails; only 12% of top retailers use responsive email design; personalized emails can increase sales by 12-25% by including product recommendations based on purchase history. The document advocates for mobile-friendly design principles like adjusting text size and using a single column layout for mobile.

2. Pinterest.com/exacttarget
ExactTarget.com/blog

6. 93% of US online
consumers and email
subscribers and receive
at least on permission-based
email each day.
Channel Preference Survey, ExactTarget

7. 66% of US consumers
have made a purchase
as a result of an offer
received by email. Channel Preference Survey, ExactTarget

8. 49% of consumers want
a seamless shopping
experience across all
channels.
Accenture

9. Moments
Matter

13. Mobile
Moments

14. Over 48% of all opened
emails are opened via a
mobile device.
Litmus

15. 63% of US consumers
say they delete emails
immediately if they are
not optimized for mobile.
Return Path

16. Responsive
Mobile-Aware
Desktop Centric

17. Only 12% of the top 160
retailers used responsive
email design.

18. 10% used mobile-aware
design.
78% used largely
desktop-centric designs.

20. NO
PINCHING

21. • Contrast – carefully consider your
color choices to ensure the text and
images stand out properly against
the background.
• Avoid reversing out small text on a
dark background.
• Text Size – 13px for body copy. No
pinching = 15-16px (depending on
font) and preview it on your mobile
device.

22. • Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your message.
• Layout – One-column layout works
best for mobile. If you have a multi-column
layout, plan how elements
shift or stack.

25. Social
Moment

26. The savviest brands will
begin to build small highly
engaged communities
where they can learn more
about what their audiences
wWaeAnretS onciealed and desire.

33. Personalized
Moment

34. 41% of consumers buy
more from retailers who
send personalized
emails based on past
buying behaviors. Return Path

45. 12-25% increase in sales
if the transactional
message includes
personalized product
recommendations. ExactTarget

47. Created 60,000
animated, jangling name
bracelets – one for each
unique name in their
email database.

48. Generated 3x revenue
versus an email
promoting the same
collection a week earlier.

49. EGOnomics

50. What you will see with rapid
data and social sharing is the
death of the average and the
era of you.
Businesses will be able to truly
serve the individual. Ginni Rometty – CEO, IBM

51. Data Equals
Relevance

52. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer

53. Pinterest.com/exacttarget
ExactTarget.com/blog