The webinar discusses the importance of mobile email marketing, highlighting trends in mobile device usage and how users interact with emails on these devices. Key insights include the necessity for mobile-friendly designs, such as responsive, fluid, or scalable emails, and the importance of optimizing email content for readability and user engagement. It emphasizes the need for clear hierarchies, clickable navigation, and effective call-to-action buttons to improve mobile user experience.

1. 800-­‐920-­‐7227
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Presented
by
Pam
Neely

2. 800-­‐920-­‐7227
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Webinar
brought
to
you
by…
Leader
in
B2B
Email
Marke9ng

3. 800-­‐920-­‐7227
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FEATURED
SPEAKER
Pam
Neely
Marke1ng
Content
Creator,
Email
Expert
www.pamneely.com
Phone:
505.660.7072
|
pam@pamneely.com
Twi>er:
@pamellaneely
MODERATOR
Eryn
Branham
Pinpointe
On-­‐Demand,
Inc.
ebranham@pinpointe.com
800-­‐920-­‐7227
Email
markeIng
and
content
creaIon
expert,
author
of
“50
Ways
to
Build
Your
Email
MarkeIng
List”

4. 800-­‐920-­‐7227
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Free
GiM
From
Email
on
Acid
(a
Pinpointe
partner)
! Free
White
Paper:
MOBILE
OPTIMIZATION
h>ps://www.emailonacid.com/images/blog_images/downloads/2015/
MobileOpImizaIon/eoa_mobileopImizaIon_pinpointe.pdf
! Includes
a
FREE
RESPONSIVE
EMAIL
TEMPLATE
(page
20)

5. 800-­‐920-­‐7227
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6. 800-­‐920-­‐7227
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What
We’ll
Cover
Today
• How
widespread
is
mobile
email
use?
• How
mobile
users
interact
with
email
• Design
Ips
for
mobile
• CopywriIng
Ips
for
mobile
• Examples
of
mobile
emails

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How
widespread
is
mobile
email
use?

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Cellphone
and
smartphone
use
con9nues
to
expand
globally
From
eMarketer
2
Billion
Consumers
Worldwide
to
Get
Smart(phones)
by
2016
December
11,
2014
Total
global
populaIon
is
7.3
billion,
so
as
of
right
now
26%
of
global
populaIon
has
a
mobile
phone.
11%
of
global
populaIon
has
a
smart
phone.

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According
to
Ericsson,
90%
of
the
world’s
popula9on
over
age
6
will
have
a
mobile
phone
by
2020

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And
smart
phones
aren’t
just
for
calling…
From
Email
Monday’s
Mobile
Email
Usage
StaIsIcs,
last
updated
this
month.

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Mobile
device
growth
wordwide
From
the
RadicaI
Group’s
February
2014,
“Mobile
StaIsIcs
Report,
2014
–
2018”

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What
Americans
use
their
phones
for

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“My
subscribers
are
older.
They
won’t
read
emails
on
their
phone.”

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“But
my
industry
is
different,
I’m
in…”
From
the
Movable
Ink
Q1
2015
US
Consumer
Device
Preference
Report

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Which
mobile
devices?

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Mobile
use
overall
From
the
Movable
Ink
Q1
2015
US
Consumer
Device
Preference
Report

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Litmus’s
stats
for
mobile
usage
as
of
January
15th

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Here’s
how
the
stats
on
devices
used
for
mobile
emails
breaks
out
x
From
the
Movable
Ink
Q1
2015
US
Consumer
Device
Preference
Report

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Here’s
how
the
stats
on
devices
used
for
mobile
emails
breaks
out
From
Litmus
blog
January
15,
2015

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Maybe
we
should
all
get
gold
iPhones
to
remind
us

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Where’s
Android?
?

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How
mobile
users
view
and
interact
with
email

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Many
mobile
users
will
scan
or
cull
their
inbox
via
their
phone
first.
They
use
their
phones
to
deciding
whether
or
not
to
keep
your
email
based
on
• How
important
it
appears
to
be
(from
boss,
client,
family,
airline)
• Does
it
look
good
and
read
easily
on
a
mobile
device

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Our
subscribers
are
“mobile
first”
in
this
sense
Many
of
them
decide
to
keep
or
cull
our
emails
based
on
how
they
“render”
or
appear
or
a
mobile
device.
The
data
firm
Optyn
found
75%
of
smartphone
users
delete
emails
if
they
can’t
read
them
easily
on
a
mobile
device.

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But
they
will
unsubscribe
if…

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These
are
similar
reasons
to
why
people
unsubscribe
from
any
email
In
March,
TechnologyAdvice
Research
asked
472
U.S.
adults:
“For
what
reasons
have
you
marked
a
business'
emails
as
spam?”

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In
January
of
this
year,
MarkeIngSherpa
asked
2,000
adults
“How
ooen,
if
ever,
would
you
like
to
receive
promoIonal
emails
(e.g.,
coupons,
sales
noIficaIons)
from
companies
that
you
do
business
with?”
Here’s
how
oMen
people
want
to
get
emails

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Types
of
mobile-­‐friendly
emails

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There
are
three
general
types
of
mobile-­‐friendly
emails
• Scalable
• Fluid
• Responsive

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Scalable
or
“mobile-­‐friendly”
emails
• No
media
queries
–
the
email
isn’t
set
up
to
show
a
specific
set
of
code
for
each
different
device.
• Scalable
code
does
not
adjust
to
different
devices.
• Basically
an
old-­‐style
coded
email
modified
to
look
okay
for
mobile
users.
• Scalable
email
designs
may
also
be
called
“mobile-­‐aware”,
“mobile-­‐
friendly”
or
“agnosIc”.

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Examples
of
scalable
emails

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Fluid
mobile-­‐friendly
emails
• No
media
queries.
• Instead
of
staIc
measures
(“50
pixels”),
fluid
design
uses
percentages
(“15%”)
to
control
layout.
• Also
known
as
“liquid
design”.
• Consider
using
the
“max
width”
property
in
the
code
so
you
don’t
end
up
with
readably
long
lines
of
text
if
someone
is
reading
your
email
on
a
desktop.

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Examples
of
fluid
emails

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Responsive
mobile-­‐friendly
emails
• This
is
the
most
widely-­‐talked
about
mobile
email
design
approach.
• Responsive
emails
use
media
queries
to
serve
up
different
versions
of
code
based
on
what
device
the
email
is
being
viewed
on.
• This
lets
you
code
your
email
to,
say,
display
two
columns
on
a
desktop,
but
only
display
one
column
on
a
mobile
phone.

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Fortunately,
most
email
service
providers
offer
responsive
email
templates
(Pinpointe
included)
• You
almost
never
have
to
“recreate
the
wheel”
• Just
use
one
of
the
responsive
templates
your
email
provider
offers
• Tweak
that
design
to
fit
your
needs

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Some
of
Pinpointe’s
Responsive
Templates

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What
are
email
marketers
doing?
From
the
Econsultancy
Email
MarkeIng
Industry
Census
2015,
in
associaIon
with
Adestra

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How
sophis9cated
is
marketers’
mobile
email
op9miza9on?

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What
specifically
are
marketers
doing?

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A
responsive
email
case
study

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Responsive
email
case
study
Stream
Companies
had
recently
redone
Montgomeryville
Nissan’s
emails.
To
verify
how
effecIve
the
new
responsive
template
would
be,
they
ran
three
A/
B
split
tests
with
the
new
responsive
template
against
a
non-­‐responsive
template.

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The
responsive
email
crushed
the
original
design

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Don’t
expect
to
double
sales
If
you
switch
to
responsive
coding.
But
a
15%
lio
is
a
good
bet.

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Designing
for
mobile

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Mobile-­‐friendly
email
design
essen9als
• Clear
hierarchy
• Readable
font
size
• Clickable
bu>ons
• Clickable
navigaIon
• Single
column
design
• OpImized
images
• Looks
good
verIcal
&
horizontal
• Fluid
or
responsive
• White
space

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Mobile
design
essen9als:
Font
size
• Font
size
has
to
be
big
enough
to
read.
16
points
is
the
minimum.
• Headlines
should
be
22
points
or
larger
• Use
type
size
to
show
hierarchy
of
content
This
is
too
small
to
read

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Mobile
design
essen9als:
Call
to
ac9on
• Bu>ons
have
to
be
big
enough
to
be
“clicked”
with
a
thumb
• At
least
44
x
44
pixels,
plus
at
least
10
pixels
of
space
all
around.
• Use
CCS
bu>ons,
not
images.

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Mobile
design
essen9als:
Call
to
ac9on
This
is
big
enough
to
click
easily
These
are
not
even
close
to
being
easy
to
click.
They
need
at
least
double
the
space
around
them.
These
are
okay…
just
barely.
People
will
hit
the
wrong
item
a
lot.

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Good-­‐sized
social
media
icons!

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• Make
the
logo
clickable
• Make
type
big
enough
to
read
and
click
• No
more
than
3
or
4
choices
• Consider
leaving
it
out
enIrely
Mobile
design
essen9als:
Clickable
naviga9on

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Mobile
design:
Clickable
naviga9on

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Don’t
forget
load
9me
aka
“paint
9me”
Aim
for
an
email
size
of
about
75kb
or
less
• Reduce
file
requests
(images,
etc)
• Keep
message
short
• Simplify
your
code
as
much
as
possible
• Minify
the
html
• OpImize
images

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Resources
for
email
designers
• Email
on
Acid’s
Mobile
Op9miza9on
whitepaper
h>ps://www.emailonacid.com/images/blog_images/downloads/2015/
MobileOpImizaIon/eoa_mobileopImizaIon_pinpointe.pdf
*Includes
a
free
responsive
template
• Jason
Rodriguez’s
book,
Professional
Email
Design
h>p://rodriguezcommaj.com/books
• Interac9on
Design
Best
Prac9ces:
Mastering
the
Tangibles
h>ps://www.uxpin.com/interacIon-­‐design-­‐best-­‐pracIces-­‐tangibles.html
• Interac9on
Design
Best
Prac9ces:
Mastering
the
Intangibles
h>ps://www.uxpin.com/interacIon-­‐design-­‐best-­‐pracIces-­‐intangibles.html

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Don’t
forget
the
landing
pages!
If
your
landing
pages
aren’t
designed
for
mobile,
even
the
best
email
is
only
going
to
get
you
so
far.
Landing
pages
–
and
websites
–
all
need
to
be
mobile
friendly.

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Don’t
forget
to
preview
before
you
send
Email
on
Acid
Preview
in
Pinpointe:

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Email
copywri9ng
for
mobile

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Email
body
copy
• Short
• Easy
to
understand
–
5th
grade
level
• Forma>ed
to
be
easy
to
read
! Headers
! bullet
points
! 1-­‐line
paragraphs

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Bullet
points
versus
no
bullet
points

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From
the
Movable
Ink
Q1
2015
US
Consumer
Device
Preference
Report

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From
the
Movable
Ink
Q1
2015
US
Consumer
Device
Preference
Report

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An
email
in
less
than
15
words?
Buffer
blog
update:
Headline
&
bu>on
copy:
15
words!
With
the
two
lines
of
promo
text
below:
28
words

62. 800-­‐920-­‐7227
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An
email
in
less
than
35
words?
Botanical
Interests
email
Logo
and
teaser
copy:
11
words
Add
9
words
to
explain
the
offer:
20
words
Copyright
&
unsubscribe
info:
14
words
Bonus:
See
the
CAN-­‐SPAM
rule
broken
here?

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Word
counts
for
other
emails
Jeff
Bullas
blog
update:
196
words

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Compare
to
this:
Men’s
Health
promoIon:
268
words
*This
is
also
an
example
of
fluid
design

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Email
copy:
subject
lines
• Shorter
than
for
desktop
emails.
35-­‐60
characters
generally
okay.
• 45
characters
for
iPhone
6
verIcal;
84
characters
horizontal
• What’s
visible
will
change
depending
on
the
device

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Don’t
forget
preheader
text

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Here’s
how
the
inbox
looks
for
different
iPhone
users
From
the
Litmus
2015
State
of
Email
Report

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Which
companies
are
doing
a
great
job
with
mobile
emails?

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Expedia
What’s
good
about
them:
• Look
good
in
one
screen
• Look
great
both
verIcal
and
horizontal
• Images
are
very
well
opImized
• NavigaIon
is
clickable
• Huge,
super-­‐easy
to
click
calls
to
acIon

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Expedia
Each
secIon
of
the
email
frames
beauIfully
in
horizontal
view

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Expedia

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Shopify
Like
the
free
trial
call
to
acIon
in
the
header
Unusually
long
subject
line
Would
like
to
see
these
spaced
out
WAY
more
63
words
including
call
to
acIon
copy
on
bu>on

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Same
Shopify
email,
but
in
horizontal
view
67
characters,
including
spaces.
OpImal
line
length,
according
to
Baymard
InsItute,
is
50-­‐60
characters,
though
they
also
acknowledge
that
up
to
75
characters
is
acceptable.
Also
note
that
the
long
hyperlink
calls
out
one
parIcular
sentence
of
text
AND
makes
clicking
through
much
easier.

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Copyhackers
• Text-­‐based
emails.
• Ideal
newsle>er
to
study
email
copywriIng
from
• Note
the
single-­‐line
paragraphs
• Far
longer
than
usual
–
about
600-­‐700
words
• Note
the
code
in
yellow

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The
Future:
New
devices
Mobile
use
is
spreading
across
different
exisIng
devices
-­‐
Apple
iWatch
-­‐
Google
Glass
-­‐
The
Internet
of
things

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Wri9ng
for
the
Apple
Watch
• Include
a
text
version
or
people
will
see
a
default
“can’t
read”
message
• Subject
line,
pre-­‐headers
and
the
first
1-­‐2
lines
of
your
email
are
key

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Try
Pinpointe’s
Email
Marke9ng
Solu9on
for
FREE.
Easily
create
automated
campaign
sequences.
www.pinpointe.com/get-­‐started
Select
program
&
enter
code
PPTWEBNR
FREE
MONTH
of
Pinpointe
Service
(limit
100K
emails)
Thank
You!
We
appreciate
you
taking
the
Ime
to
watch
this
today!
FOLLOW
PINPOINTE
for
markeIng
Ips
&
info
CHECK
OUT
OUR
BLOG
for
more
great
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