This document summarizes a webinar about optimizing emails for mobile devices. It discusses trends showing the rise of mobile email and importance of optimization. Tips included using single column layouts, inline styles over style sheets, and testing links and images across different devices. Speakers emphasized the need to design for a small screen and avoid wasting users' time. Rendering tools and testing emails on multiple platforms before sending were presented as important for ensuring proper display.

1. Optimizing For The Small Screen
Optimizing Emails for Mobile Devices: Trends,
Tips and Best Practices
August 19, 2010 – Silverpop Webinar @Silverpop

2. Speakers and Agenda
• Len Shneyder • The Mobile Landscape
– Director of Deliverability & • The Nuts & Bolts of Mobile
Messaging
• Rendering Tools & Testing
– Unica
• Q&A
• Wrap-Up and Survey
• Loren McDonald
– VP, Industry Relations
– Silverpop
– Moderator

3. Nielsen Study Headline…

4. Buried in Nielsen blog…
Email Remains Top on Mobile Internet Activities
…the dominance of email activity on mobile devices continue with an
increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.

5. Optimizing For The Small Screen
Len Shneyder, Director of Deliverability & Messaging, Unica

6. The Mobile Landscape
Confidential
2010 Unica Corporation

7. With 4.6 billion current mobile
subscriptions projected to
surge to 6.5 billion mobile
connections by 2014, there's
no denying it:
Mobile is no longer the future,
it’s the present!
Confidential
2010 Unica Corporation

8. Everything is a mobile device.
Confidential
2010 Unica Corporation

9. The Mobile Explosion
“The day when more people
Mobile Phone Email Users (millions) read and respond to email via
their handhelds than any
1,200 other platform is approaching,
underscoring how critical it
1,000 is to build email campaigns
800 that are optimized for
mobile devices.”
600 - Mobile Marketer, October 13, 2009
400 1,107
200 659
139 234 392
0 Mobile Internet adoption is
outpacing desktop adoption
2009 2010 by 8X
2011 - Morgan Stanley, Web 2.0 Summit,
2012 October 20, 2009
2013
Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com.
Confidential
2010 Unica Corporation

10. The Industry is Evolving
Confidential
2010 Unica Corporation

11. Cha-cha-cha-changes
Confidential
2010 Unica Corporation

12. Mobile Is Global, but there are clear
leaders
Confidential
2010 Unica Corporation

13. eReaders – New Mobile Vanguards
Confidential
2010 Unica Corporation

14. Mobile is not just on the go
Confidential
2010 Unica Corporation

15. More food for thought: Social vs. Email
Email is the lubricant and
glue of social media.
Social actions translate
into email notifications.
Businesses are
increasingly leveraging
social channels.
Confidential
2010 Unica Corporation

16. Mobile Marketing Food Pyramid
Mobile
Lifestyle
Location
Based
Coupon Mobile
Barcodes Email
Mobile Mobile
Video/TV Games
Mobile
SMS MMS
Internet
Confidential
2010 Unica Corporation

17. The Nuts & Bolts of Mobile
Confidential
2010 Unica Corporation

18. Mobile isn’t tied to any specific mail client
Confidential
2010 Unica Corporation

19. Mobile Email Crosses Borders
A recent study found that
52% of mobile phone
owners access the same
email account across
multiple devices (PCs,
laptops, mobile phones,
etc.), with the other 48%
using a distinct account for
mobile-email only.
Confidential
2010 Unica Corporation

20. Marketing Communications Inter-related
Deployment
Server
ISP
Server
Content Filters
RBLs
Volume Blocks
Complaint Blocks
Bounce Blocks
Blacklists
Confidential
2010 Unica Corporation

21. Who is viewing your mail and how?
Confidential
2010 Unica Corporation

22. Old Mobile Rendering – TEXT Rules
Confidential
2010 Unica Corporation

23. New Mobile Rendering
Confidential
2010 Unica Corporation

24. Problems May Be Small & Nuanced
Confidential
2010 Unica Corporation

25. Don’t Waste Your Customer’s Time
Confidential
2010 Unica Corporation

26. Properly executed mobile email
Confidential
2010 Unica Corporation

27. Not optimized for mobile
Confidential
2010 Unica Corporation

28. Pre-Headers – The Jury Is Still Out
Confidential
2010 Unica Corporation

29. The Same Rules Apply
 CSS has varied support depending on the mobile
device/email client in question.
– Inline-Styles are more widely support than Style Sheets
 Brand yourself at the top of your email, your fold line is a
matter of inches so be sure who you are and what your
email is attempting to convey is easily discerned
 Forms and scripts will appear as problematic in mobile
clients
 Use single column layouts vs. double or triple column
Confidential
2010 Unica Corporation

30. Rendering Tools & Testing
Confidential
2010 Unica Corporation

31. Design optimization is a process:
1 – Test Your Links & Images
Confidential
2010 Unica Corporation

32. A 2nd set of eyes never hurts
2 – Check your spelling
Confidential
2010 Unica Corporation

33. The best defense against poor rendering
3 – Validate your code
Confidential
2010 Unica Corporation

34. Visualize the future
4 – See what your customers are seeing!
Confidential
2010 Unica Corporation

35. Contact Information / Q & A
• Len Shneyder, Unica
– lshneyder@unica.com
– Twitter: @LenShneyder
• Loren McDonald, Silverpop
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @silverpop

36. Resources
• Resource Center
– White papers
– Archived Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations available on SlideShare
– www.slideshare.net/Silverpop

37. Thank You!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com