adapting to a multi-device world: a utility company's perspective
DESCRIPTION
How do you adapt email strategy and design to perform in the new multi-device landscape? This case study of Portland General Electric will take a look at the challenges presented by PGE’s highly mobile customer base and how creating simplified, responsive templates led to improved engagement, not just on mobile, but across the board. We’ll cover: Strategy - PGE’s audience and modeling content and strategy around mobile friendly design Design - A dive into the design methods and patterns used to make PGE’s campaigns user friendly regardless of device Results - A deeper look at how the redesign has performed, including increased engagement on mobile & desktop Looking Forward - How can multi-device engagement be improved in the future? A look at where we see multi-device engagement heading in the coming future.TRANSCRIPT
Target Audience
Webmail
Desktop Mobile
Litmus Reading Environment
Click-to-Open Rate
Open Rate
Click-through Rate
KPIs - January – December 2012
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KPIs - Jun 2012 – Jun 2013
Click-to-Open Rate
Open Rate
Click-through Rate
20%21% 112
%
Litmus Reading Environment
Webmail
Desktop Mobile
26%
Click-to-Open Rate
Open Rate
Click-through Rate
KPIs - Jan – Dec 2012 B2B Newsletter
KPIs - June ‘12 – June ‘13 B2B Newsletter
Click-to-Open Rate
Open Rate
Click-through Rate
72%
Simplify
