This document discusses optimizing emails for mobile devices. It notes that up to 50% of email opens are now on mobile and mobile purchasing is most influenced by emails. It recommends that marketers monitor mobile open and engagement rates, review the customer journey, and define key performance indicators. The document then discusses responsive design for email, which allows content to resize and reflow for different screen sizes from a single email version. It provides examples and notes benefits like image resizing and removal of horizontal scrolling. Sources for further information are also included.

2. Mobile Optimisation
for Email

3. • Head of Email – tmw
• IAB Email Council Member
Stay in contact (twitter):
@hickling
@tmwagency
about me/
Ryan Hickling

4. our work /
our clients

5. • Current state of email on mobile
• What marketers should be doing right now
• The basics of responsive design for email
intro/
what to expect

6. the current state/
stats
Depending on sector & other factors up to 50% of your list are opening emails on
mobile devices right now.
• Smartphone / Feature phone adoption
64%/36% as of Dec 2012 - comScore
• Smartphone email usage
43% almost every day - comScore
• Email was the #1 most used mobile activity in 2012 - Ofcom

7. the current state/
stats

8. Mobile purchasing decisions are most influenced by Emails from companies
(71%) only surpassed by the influence of Friends (87%). – Adobe “2013 Digital Publishing
Report: Retail Apps & Buying Habits”
57% of smartphone and tablet owners checked email while watching a TV program. 59% during
commercials Nielssen – “State of the Media” (2011)
41.09% of emails are opened on a mobile operating system or device. – Knotice (2013)
the current state/
stats

9. • Monitor mobile device open rates
• Check mobile interaction
• Review customer journey
• Define KPIs
Mobile first!
what you should do/
check user base

10. what you should do/
options
• Do nothing
• Fluid layouts
• Responsive design

11. • Content display based on screen size
• Only one version
responsive email/
what & why?

12. responsive email/
a few of the benefits
• Image & Copy Resize
• Separate styling
• Control of CTA position
• No need to zoom
• Removal of horizontal scrolling
• Hide un-needed copy
• Mobile specific content

13. responsive email/
considerations
• Design
• Development
• QA
• Device support

14. responsive email/
examples

15. responsive email/
examples
Actively increases
sales of the target
group

16. responsive email/
examples

17. mobile first/
optimisation
• Forces concentration on objectives
• Design & copy improvements
• Removal of clutter

18. sources & further reading/
• comScore Mobilens 3 month avg end Dec 12 (UK)
• Ofcom Communications Market Report 2012
• Litmus – emailclientmarketshare.com
• http://www.emailmonday.com/mobile-email-usage-statistics

19. sitecore/
digital marketing system
• Device type reporting
• Advanced personalisation
• Triggered campaigns / Lifecycle Engagement
• Testing & Optimization
End