110323 mobile webinar

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110323 mobile webinar

  1. 1. Upwardly MobileMeeting the email challenge for the mobile consumer<br />Tim Watson<br />Twitter @tawatson<br />
  2. 2. Where do you use yours?<br />April 20, 2011<br />
  3. 3. World stats<br />World population 6.9 billion<br />PCs 1 billion<br />Televisions 2 billion<br />Mobile phones 5 billion<br />Or 73% of world population<br />Developed world 90%+ of population<br />April 20, 2011<br />
  4. 4. Worldwide smartphone sales 2010<br />April 20, 2011<br />Source: Gartner 2011<br />
  5. 5. smartPhone share Q4 2009 to Q4 2010<br />April 20, 2011<br />
  6. 6. Operating system share for new purchases<br />April 20, 2011<br />
  7. 7. Predicted mobile traffic growth<br />April 20, 2011<br />
  8. 8. Predicted traffic by device<br />April 20, 2011<br />
  9. 9. Email most used mobile internet application<br />April 20, 2011<br />
  10. 10. Email usage by device<br />April 20, 2011<br />Source: smartFOCUS<br />
  11. 11. How often mobiles users check email<br />April 20, 2011<br />Source Merkle “View from the Digital Inbox 2011”<br />
  12. 12. Email activity by time of day (weekday)<br />April 20, 2011<br />Kick-off<br />Closing check-up<br />Lunch review<br />40% of email activity outside of 9am to 5pm hours<br />Source: smartFOCUS<br />
  13. 13. Email activity by time of day (weekday) and device<br />April 20, 2011<br />Source: smartFOCUS<br />
  14. 14. Email activity by time of day (weekday) and mobile device<br />April 20, 2011<br />Content Crush Hour<br />Couch Consumption<br />Source: smartFOCUS<br />
  15. 15. Engagement<br />April 20, 2011<br />Source: smartFOCUS<br />
  16. 16. Three key factors<br />Design and rendering<br />Working with a smaller screen<br />Message<br />Changing copy needs<br />Behavioural<br />How and where emails are consumed<br />April 20, 2011<br />
  17. 17. What could go wrong?<br />April 20, 2011<br />Android. Zoomed in, images on<br />Android. Zoomed in, images off<br />iPhone. Zoomed out, images on<br />
  18. 18. iPhone increases text<br />April 20, 2011<br />Additional white space<br />
  19. 19. Design for desktop or mobile?<br />April 20, 2011<br />Take two bottles into the shower?<br />
  20. 20. What is the best width?<br />April 20, 2011<br />
  21. 21. Starbucks – original (Android)<br />April 20, 2011<br />
  22. 22. Live dynamic layout demo<br />April 20, 2011<br />
  23. 23. One email – two layouts<br />April 20, 2011<br />Desktop view<br />Mobile view<br />
  24. 24. Images off version (Android)<br />April 20, 2011<br />
  25. 25. How did we do it?<br />Cleaned up HTML<br />Reduced amount of code<br />Spacing without spacer gifs – use cell widths<br />Switched heading and call to action to text<br />Allow flexible layout, resize and text re-flow<br />Removed 600px explicit width setting<br />Styles inline<br />Will show correctly without download of external CSS<br />Styles specific for mobile<br />Some styles wrapped by CSS media query.<br />Heading less cramped<br />CSS spans to allow specific modification on mobile view<br />April 20, 2011<br />
  26. 26. Control text size<br />April 20, 2011<br />Before<br />After<br />
  27. 27. Mobile Preview tools<br />April 20, 2011<br />
  28. 28. Mobile inbox<br />April 20, 2011<br />iPhone<br />Android<br />
  29. 29. Subject lines<br />Shorter than desktop<br />First 30-40 characters viewable.<br />Put key words at start of the subject line.<br />Example<br />A bag of coffee for the weekend, with our compliments<br />Vs.<br />Complimentary bag of coffee for your weekend<br />April 20, 2011<br />
  30. 30. Pre-header text<br />April 20, 2011<br />
  31. 31. Behaviour<br />Filling the gaps<br />Emails processed in the 30 second to five minutes gaps.<br />Expect short attention and distracted readers.<br />Triaging<br />If not interesting delete now<br />Urgent action needed respond now<br />Interesting content, news, entertainment read now<br />Keep for later if gap time is close to end<br />Simple action complete now – if connection available<br />Complex action needed complete later<br />April 20, 2011<br />
  32. 32. Mobile email checklist<br />Design to work at 450 pixel width<br />Ensure email scales down by 50%<br />Keep email HTML and images byte size down<br />Consider keeping to single column<br />Code to automatically adjust for best experience<br />Use (HTML) buttons for key calls to action<br />Avoid many links close together<br />Minimum text size; body 12 pt. and headings 24 pt.<br />Use inbox preview tools to proof<br />Front load key words in subject lines<br />Include pre-header text to expand subject line<br />Keep copy chunked and short<br />April 20, 2011<br />
  33. 33. SMS - inbound<br />April 20, 2011<br />
  34. 34. SMS - outbound<br />Transactional and Service messages<br />Calendar and Appointment reminders<br />Last minutes travel changes<br />High value, highly targeted, highly perishable<br />Customers with no email<br />April 20, 2011<br />
  35. 35. Beyond the email click<br />Mobile version reduced page bounces 22%<br />Vegas.com A/B split test<br />Selected test of a few key pages<br />Mobile traffic split to normal and new mobile page<br />16% more page views<br />4% higher conversions<br />April 20, 2011<br />Source: MarketingSherpa<br />
  36. 36. Your next step<br />Check your web Analytics<br />How much mobile traffic?<br />Benchmark<br />Review<br />Plan<br />April 20, 2011<br />
  37. 37. DMA resources<br />DMA Member resources.<br />Events, whitepapers and best practice guidelines<br />DMA Email Council blog<br />http://dmaemailblog.com<br />DMA Infobox email newsletter<br />http://www.dma.org.uk/infobox<br />April 20, 2011<br />
  38. 38. April 20, 2011<br />twatson@smartfocus.com<br />@tawatson<br />info@smartfocus.com<br />www.smartfocus.com<br />0117 943 5800<br />www.linkedin.com/smartfocus<br />www.twitter.com/smartfocus<br />www.facebook.com/smartfocusgroup<br />Post webinar questions and thoughts?<br />Use Twitter hash tag<br />#smartermarketing<br />

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