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BLUE SKY FACTORY WEBINAR SERIES


Mobile Email Marketing 101
                            May 20, 2011

                            2:00 to 2:45 ET

                            #MobileEmail




                                              1
WHO ARE WE?




        Blue Sky Factory                  Wood Street, Inc.
Become a better marketer through    Bringing your ideas about the
    effective email marketing        web and mobile into focus

      BlueSkyFactory.com                  WoodStreet.com


                                                                    2
LET’S TALK ABOUT MOBILE




                          3
SOME STATS ON MOBILE




• Mobile is growing EVERY DAY!
• Of the 4 billion mobile phones in use, 1.08 billion are smartphones.
• Smartphones showed the strongest growth in 2010; this continues in 2011.
• Most popular activities on the mobile web are search, reading news and sports
   information, downloading music and videos, and email and instant messages.

                                          - Think Marketing: Mobile Marketing and Usage: Statistics and Facts for 2011




                                                                                                                         4
EMAIL DOMINATES WEB TIME




                           5
MOBILE IN EMAIL

• 85% of smartphone users check their email on their smartphones (e.g., read the
 subject line and from address), and 82% actually read their email on their
 smartphone. - ExactTarget (2009)


• 43% of mobile email users check email four or more times per day, compared to 29%
 of those who do not use mobile email. - Merkle "View From the Digital Inbox 2011” (2011)


• 13.36% of emails are opened by a mobile operating system or device. - Knotice (2011)




                                                                                            6
BUT…


Only 31.6% of US marketers said having an
optimized mobile marketing experience for
         customers is important.


                      - eROI "The Current State of Social, Mobile, & Email Integration" (2010)




                                                                                                 7
WHAT DOES IT ALL MEAN?



IT MEANS…

PEOPLE READ EMAIL ON MOBILE -

ACT ACCORDINGLY!




                                       8
ARE YOUR EMAILS GETTING READ ON MOBILE DEVICES?




         Use Google Analytics or another tool to find out.
               Get instructions and learn more in
      “How to Measure Your Mobile Email Marketing Strategy.”

  http://blog.blueskyfactory.com/creativeanddesign/how-to-measure-your-mobile-email-marketing-strategy/


                                                                                                          9
TWEETAWAY




Mobile email usage is growing; adoption by marketers lags.
                      #MobileEmail




                                                             10
DESIGNING EMAILS FOR MOBILE




                              11
GETTING INTO THE INBOX

• Inbox = eMarketing gatekeeper

• Your crucial first impression

• Take this moment seriously!




                                         12
DON’T BE THAT GUY!




                     Source: http://daveatherall.blogspot.com/



                                                           13
THE EMAIL MARKETING TRIFECTA

                From Name



                Subject Line



                Preheader



                               14
FROM NAME

   From Name
   • Subscribers scan for familiarity

   • Use a company or brand name they know

   • People trust names they know, and they will
     click on those names




                                               15
SUBJECT LINE


     Subject Line
     • 15 characters or less is ideal

     • Make it eye-catching AND relevant

     • Make it irresistible!

     • Consistency helps




                                           16
PREHEADER


    Preheader

    • This is preview text for the email

    • Usually “View in Your Browser" or similar

    • Use this as a way to hook them
        “Special Offer Inside”
        “Great Marketing Tips in This Email”




                                                  17
5 THINGS TO CONSIDER

1.   Think about thumbs

2.   Space things with touch screens in mind

3.   How much is enough content?

4.   How much is too much?

5.   Keep it scannable




                                                18
AN ANATOMY LESSON




Note: A minimum of 44px by 44px is the average finger tap on an iPhone




                                                                         19
MOBILE EMAIL MARKETING BEST PRACTICES

• Place important content on the left   • Try your color palette in different lighting
                                          environments
• Maintain visual consistency with
  your existing website (if you have    • Keep the main navigation to three or four
  one)                                    links

• Reduce the amount of text             • Think about fluid (liquid) designs for best
                                          adaptation (minimum width of 320px)
• Use legible fonts on every screen;
  don’t rely on the resolution          • Use lists rather than tables

• Use background colors to separate     • Reduce load time by using CSS3 instead of
  sections                                images for gradients, rounded corners,
                                          shadows, etc.




                                                                                     20
TWEETAWAY




When designing emails for mobile, user experience is
          most important. #MobileEmail




                                                       21
CREATING A MOBILE VERSION




                            22
SCREEN SIZE AND OTHER HEADACHES




                                  23
SCREEN SIZE
         Mobile is a vast array of shapes and sizes.

              Rank    Phone Type                  Resolution
              #1      Nexus One                   800 x 480
              #2      Droid Incredible            480 x 800
              #3      Apple iPhone 3 GS (32 GB)   480 x 800
              #4      HTC Evo                     480 x 800
              #5      Blackberry Bold 9650        480 x 360
              #6      HTC HD2                     480 x 800
              #7      Motorola Droid              480 x 854
              #8      Palm Pre                    320 x 480




            Design for minimum of 320 px wide
                            OR
Place most important information within a 340 px-wide area.


                                                               24
TWEETAWAY



Email displays differently on different mobile
 screens; account for your target devices.
                #MobileEmail




                                                 25
4 WAYS TO ENSURE CROSS DEVICE COMPATIBILITY
1. Use a tool to test
      http://litmus.com/
      http://www.returnpath.net/commercialsender/monitoring/gold/
2. Design for lowest common denominator
      480 px wide
      Design for legibility at 50% size of original (for feature phones)
3. Use Meta tags and CSS to allow for proper rendering in devices
      CSS3 for setting up styles, etc.
      Meta tags can alert the device to render certain ways:
          • <meta name="“viewport”" content="“width=320”"> for rendering properly
             on an iPhone for example
4. Design with a grid format using color and areas of content that can adjust variably
                                                                                - StrongMail Blog (2011)



                                                                                                   26
DIFFERENT DEVICES, DIFFERENT RESULTS




                                       27
TWEETAWAY




Mobile email conversion = encouraging the open &
     designing for conversion. #MobileEmail




                                                   28
GETTING MOBILE SUBSCRIBERS TO CONVERT




                                    29
ENCOURAGE THE OPEN
• Keep best practices in mind
     Send time
     Frequency
     From name
     Subject line
• Make sure your subject line & preheader
  work together
• Build relationships
• Provide value

      Read more on Wood Street’s blog, “4 Ways to Get Your Emails Opened.”


                                                                             30
DESIGN FOR CONVERSIONS

• K.I.S.S. (Keep it Simple, Silly!)
• Refine your call-to-action
     Mother-in-law test
     Arm’s length test
• Above the fold
     Main call-to-action
     Share links



                                          Flickr: quinn.anya




                                                               31
GROWING YOUR AUDIENCE
• SMS/text messaging
     In-person events
     Signage
     Traditional media
• QR Codes
• Mobile application (such as Blue Sky Factory's
   Publicaster)
• Optimize for mobile
     Clear contact information
     Include share links

                   Read more on mobile on the Blue Sky Factory blog.


                                                                       32
WE WRITE USEFUL STUFF ALL THE TIME!
Visit the Wood Street blog for more on web & mobile.




                           Latest posts:
              • 3 Reasons Design Matters on a Web Site
             • 3 Reasons Your Web Site is Still Important
            • Why Your Web Site Needs Email Marketing


                                                            33
FREE EMAIL MARKETING EBOOK

Download “50 Ways to Build Your Email Marketing List”:
        BlueSkyFactory.com/mobilewebinar




       http://www.blueskyfactory.com/mobilewebinar


                                                         34
THANK YOU!




      Amy Garland                        Jon-Mikel Bailey
Client Services Manager                Founder & President
    Blue Sky Factory                    Wood Street, Inc.
     @amygarland                         @jonmikelbailey

  BlueSkyFactory.com                    WoodStreet.com
    @blueskyfactory                     @woodstreetweb
Blog.BlueSkyFactory.com                 Wood Street Blog
     866.216.BLUE                        301.668.5006

                                                             35

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Mobile Email Marketing 101

  • 1. BLUE SKY FACTORY WEBINAR SERIES Mobile Email Marketing 101 May 20, 2011 2:00 to 2:45 ET #MobileEmail 1
  • 2. WHO ARE WE? Blue Sky Factory Wood Street, Inc. Become a better marketer through Bringing your ideas about the effective email marketing web and mobile into focus BlueSkyFactory.com WoodStreet.com 2
  • 4. SOME STATS ON MOBILE • Mobile is growing EVERY DAY! • Of the 4 billion mobile phones in use, 1.08 billion are smartphones. • Smartphones showed the strongest growth in 2010; this continues in 2011. • Most popular activities on the mobile web are search, reading news and sports information, downloading music and videos, and email and instant messages. - Think Marketing: Mobile Marketing and Usage: Statistics and Facts for 2011 4
  • 6. MOBILE IN EMAIL • 85% of smartphone users check their email on their smartphones (e.g., read the subject line and from address), and 82% actually read their email on their smartphone. - ExactTarget (2009) • 43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. - Merkle "View From the Digital Inbox 2011” (2011) • 13.36% of emails are opened by a mobile operating system or device. - Knotice (2011) 6
  • 7. BUT… Only 31.6% of US marketers said having an optimized mobile marketing experience for customers is important. - eROI "The Current State of Social, Mobile, & Email Integration" (2010) 7
  • 8. WHAT DOES IT ALL MEAN? IT MEANS… PEOPLE READ EMAIL ON MOBILE - ACT ACCORDINGLY! 8
  • 9. ARE YOUR EMAILS GETTING READ ON MOBILE DEVICES? Use Google Analytics or another tool to find out. Get instructions and learn more in “How to Measure Your Mobile Email Marketing Strategy.” http://blog.blueskyfactory.com/creativeanddesign/how-to-measure-your-mobile-email-marketing-strategy/ 9
  • 10. TWEETAWAY Mobile email usage is growing; adoption by marketers lags. #MobileEmail 10
  • 11. DESIGNING EMAILS FOR MOBILE 11
  • 12. GETTING INTO THE INBOX • Inbox = eMarketing gatekeeper • Your crucial first impression • Take this moment seriously! 12
  • 13. DON’T BE THAT GUY! Source: http://daveatherall.blogspot.com/ 13
  • 14. THE EMAIL MARKETING TRIFECTA From Name Subject Line Preheader 14
  • 15. FROM NAME From Name • Subscribers scan for familiarity • Use a company or brand name they know • People trust names they know, and they will click on those names 15
  • 16. SUBJECT LINE Subject Line • 15 characters or less is ideal • Make it eye-catching AND relevant • Make it irresistible! • Consistency helps 16
  • 17. PREHEADER Preheader • This is preview text for the email • Usually “View in Your Browser" or similar • Use this as a way to hook them  “Special Offer Inside”  “Great Marketing Tips in This Email” 17
  • 18. 5 THINGS TO CONSIDER 1. Think about thumbs 2. Space things with touch screens in mind 3. How much is enough content? 4. How much is too much? 5. Keep it scannable 18
  • 19. AN ANATOMY LESSON Note: A minimum of 44px by 44px is the average finger tap on an iPhone 19
  • 20. MOBILE EMAIL MARKETING BEST PRACTICES • Place important content on the left • Try your color palette in different lighting environments • Maintain visual consistency with your existing website (if you have • Keep the main navigation to three or four one) links • Reduce the amount of text • Think about fluid (liquid) designs for best adaptation (minimum width of 320px) • Use legible fonts on every screen; don’t rely on the resolution • Use lists rather than tables • Use background colors to separate • Reduce load time by using CSS3 instead of sections images for gradients, rounded corners, shadows, etc. 20
  • 21. TWEETAWAY When designing emails for mobile, user experience is most important. #MobileEmail 21
  • 22. CREATING A MOBILE VERSION 22
  • 23. SCREEN SIZE AND OTHER HEADACHES 23
  • 24. SCREEN SIZE Mobile is a vast array of shapes and sizes. Rank Phone Type Resolution #1 Nexus One 800 x 480 #2 Droid Incredible 480 x 800 #3 Apple iPhone 3 GS (32 GB) 480 x 800 #4 HTC Evo 480 x 800 #5 Blackberry Bold 9650 480 x 360 #6 HTC HD2 480 x 800 #7 Motorola Droid 480 x 854 #8 Palm Pre 320 x 480 Design for minimum of 320 px wide OR Place most important information within a 340 px-wide area. 24
  • 25. TWEETAWAY Email displays differently on different mobile screens; account for your target devices. #MobileEmail 25
  • 26. 4 WAYS TO ENSURE CROSS DEVICE COMPATIBILITY 1. Use a tool to test  http://litmus.com/  http://www.returnpath.net/commercialsender/monitoring/gold/ 2. Design for lowest common denominator  480 px wide  Design for legibility at 50% size of original (for feature phones) 3. Use Meta tags and CSS to allow for proper rendering in devices  CSS3 for setting up styles, etc.  Meta tags can alert the device to render certain ways: • <meta name="“viewport”" content="“width=320”"> for rendering properly on an iPhone for example 4. Design with a grid format using color and areas of content that can adjust variably - StrongMail Blog (2011) 26
  • 28. TWEETAWAY Mobile email conversion = encouraging the open & designing for conversion. #MobileEmail 28
  • 29. GETTING MOBILE SUBSCRIBERS TO CONVERT 29
  • 30. ENCOURAGE THE OPEN • Keep best practices in mind  Send time  Frequency  From name  Subject line • Make sure your subject line & preheader work together • Build relationships • Provide value Read more on Wood Street’s blog, “4 Ways to Get Your Emails Opened.” 30
  • 31. DESIGN FOR CONVERSIONS • K.I.S.S. (Keep it Simple, Silly!) • Refine your call-to-action  Mother-in-law test  Arm’s length test • Above the fold  Main call-to-action  Share links Flickr: quinn.anya 31
  • 32. GROWING YOUR AUDIENCE • SMS/text messaging  In-person events  Signage  Traditional media • QR Codes • Mobile application (such as Blue Sky Factory's Publicaster) • Optimize for mobile  Clear contact information  Include share links Read more on mobile on the Blue Sky Factory blog. 32
  • 33. WE WRITE USEFUL STUFF ALL THE TIME! Visit the Wood Street blog for more on web & mobile. Latest posts: • 3 Reasons Design Matters on a Web Site • 3 Reasons Your Web Site is Still Important • Why Your Web Site Needs Email Marketing 33
  • 34. FREE EMAIL MARKETING EBOOK Download “50 Ways to Build Your Email Marketing List”: BlueSkyFactory.com/mobilewebinar http://www.blueskyfactory.com/mobilewebinar 34
  • 35. THANK YOU! Amy Garland Jon-Mikel Bailey Client Services Manager Founder & President Blue Sky Factory Wood Street, Inc. @amygarland @jonmikelbailey BlueSkyFactory.com WoodStreet.com @blueskyfactory @woodstreetweb Blog.BlueSkyFactory.com Wood Street Blog 866.216.BLUE 301.668.5006 35