email in a mobile world by matt mcneill
DESCRIPTION
Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)TRANSCRIPT
Email in a mobile world
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SMSEmail
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0 1,750 3,500 5,250 7,000
2103 Active Users (Millions) 2012
Is email still relevant?
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YES!
67% of marketers say email is their most
successful digital marketing activity (CMO Council)
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Why?
•Personal & private •Non proprietary •Save for later
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27% of email opens were mobile in 2011(Knotice, H2 2011)
73%
27%
Mobile Desktop@signupto
47% of email opens are mobile today(Litmus, October ’13)
53% 47%
Mobile Desktop@signupto
but this will reach 60% by late 2014
40%
60%
Mobile Desktop@signupto
Email is mobile marketing
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50% +of all mobile purchases are triggered by email
(Exact Target)
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33% use mobile to screen their emails (STEEL)
70% of users will just delete if it doesn’t look good (Blue Hornet)
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but...
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18%of emails are optimised for mobile
(Experian)
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How to optimise for mobile
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Simple: design for mobile as
the target platform
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Better: Responsive design
•Adapts to fit the viewing device (mostly) •Uses CSS media queries •Hide, resize or show different elements
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Key considerations •Small viewing area •Single column •Short attention span •Clear call-to-action / large interaction area •Optimise your subject line and pre-header •Make sure your site works well on mobile!
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Make things easy
When’s best to send?
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We looked at a few billion emails and...
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12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
Opens Clicks
Time of day - 3pm
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Opens Clicks
Day of week - Thursday
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But even better...
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Let people decide when’s best for them
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!
@SIGNUPTO WWW.SIGNUPTO.COM