Email in a Mobile World by Matt McNeill

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Marketing Technology Business

Is email still relevant?
SMS
Email
Facebook
Google+
LinkedIn
Tumblr
Twitter
Pinterest
0

1,750

3,500

2103 Active Users (Millions)

@signupto

5,250

7,000
2012

67%
of marketers say email is their most
successful digital marketing activity
(CMO Council)

@signupto

Why?
•Personal & private

•Non proprietary

•Save for later

@signupto

27% of email opens were mobile in 2011 
(Knotice, H2 2011)

27%

73%

Mobile
@signupto

Desktop

47% of email opens are mobile today 
(Litmus, October ’13)

53%

Mobile
@signupto

47%

Desktop

but this will reach

60% by late 2014 

40%
60%

Mobile
@signupto

Desktop

50%

+

of all mobile purchases are triggered by email 
(Exact Target)

@signupto

33% use mobile to screen their emails

(STEEL)

70% of users will just delete if it doesn’t look good

@signupto

(Blue Hornet)

18%

of emails are optimised for mobile 
(Experian)

@signupto

Simple: design for mobile as
the target platform

@signupto

Better: Responsive design
•Adapts to ﬁt the viewing device (mostly)

•Uses CSS media queries

•Hide, resize or show different elements

@signupto

Key considerations
•Small viewing area

•Single column

•Short attention span

•Clear call-to-action / large interaction area

•Optimise your subject line and pre-header

•Make sure your site works well on mobile!

@signupto

We looked at a few billion emails and...

@signupto

Time of day - 3pm

12am 1am

2am

3am

4am

5am

6am

7am

8am

Opens

@signupto

9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
Clicks

Day of week - Thursday

Monday

Tuesday

Wednesday
Opens

@signupto

Thursday

Friday

Saturday
Clicks

Sunday

Let people decide when’s best for them

@signupto

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Email in a Mobile World by Matt McNeill

1. Email in a mobile world

2. @signupto

3. Is email still relevant? SMS Email Facebook Google+ LinkedIn Tumblr Twitter Pinterest 0 1,750 3,500 2103 Active Users (Millions) @signupto 5,250 7,000 2012

4. YES! @signupto

5. 67% of marketers say email is their most successful digital marketing activity (CMO Council) @signupto

6. Why? •Personal & private •Non proprietary •Save for later @signupto

7. 27% of email opens were mobile in 2011  (Knotice, H2 2011) 27% 73% Mobile @signupto Desktop

8. 47% of email opens are mobile today  (Litmus, October ’13) 53% Mobile @signupto 47% Desktop

9. but this will reach 60% by late 2014  40% 60% Mobile @signupto Desktop

10. Email is mobile marketing @signupto

11. 50% + of all mobile purchases are triggered by email  (Exact Target) @signupto

12. 33% use mobile to screen their emails (STEEL) 70% of users will just delete if it doesn’t look good @signupto (Blue Hornet)

13. but...  @signupto

14. @signupto

15. 18% of emails are optimised for mobile  (Experian) @signupto

16. How to optimise for mobile @signupto

17. Simple: design for mobile as the target platform @signupto

18. Better: Responsive design •Adapts to ﬁt the viewing device (mostly) •Uses CSS media queries •Hide, resize or show different elements @signupto

19. @signupto

20. Key considerations •Small viewing area •Single column •Short attention span •Clear call-to-action / large interaction area •Optimise your subject line and pre-header •Make sure your site works well on mobile! @signupto

21. @signupto

22. Make things easy @signupto

23. When’s best to send? @signupto

24. We looked at a few billion emails and... @signupto

25. Time of day - 3pm 12am 1am 2am 3am 4am 5am 6am 7am 8am Opens @signupto 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Clicks

26. Day of week - Thursday Monday Tuesday Wednesday Opens @signupto Thursday Friday Saturday Clicks Sunday

27. But even better... @signupto

28. @signupto

29. Let people decide when’s best for them @signupto

30. ! @SIGNUPTO WWW.SIGNUPTO.COM