mobile email marketing: small screen, big opportunity
DESCRIPTION
Mobile email usage is growing exponentially, but how does it impact your business?This eye-opening educational session will provide you with the strategy and tactics you need to plan, execute and analyze successful mobile email marketing campaigns. Topics will cover:- Determining the value of your mobile audience- Crafting effective multi-platform campaigns- Preparing for increased mobile utilization- Assessing mobile email marketing effectivenessTRANSCRIPT
Adam Q. Holden-Bache CEO, Mass Transmit
[email protected] | @adamholdenbache
Rich Barrett Creative Director, Mass Transmit
[email protected] | @richcbarrett
Scott Hardigree CEO, Indiemark
[email protected] | @indiescott
We provide the services, tools, and
expertise that enterprises need to create
and manage digital communications across
email, social, and mobile marketing
channels.
We’re headquartered in New York City with offices in Charlotte NC, Aiken SC, and Seattle WA.
Our 22-person team is comprised of strategists, creatives and techies; all of whom are thought-leaders in their respective specialties.
We’ve been neck-deep in online marketing since 1996 and along the way have provided services to a wide range of clients including…
Company
SEMTwitter hashtag: #mtwebinar
SEMMobile Email Has Arrived
Mobile Audience: Smartphone
• 234 million mobile users in the US• 90.1 million smartphone users • 38% of all mobile users use smartphones• 28.8% of US population• Smartphones will outsell PC’s by 2012
Smartphones: Platform Market Share
Source: Nielsen, September, 2011
82% of smartphone users check and send email
with their device.
Source: Google “The Mobile Movement: Understanding Smartphone Users” April, 2011
16% of all emails are opened
on a mobile device,an increase of 81%.
Source: Return Path “Email on the Move: The Future of Mobile Messaging”, May 2011
Source: Campaign Monitor, June 2011
Most Popular Email Clients
90% of smartphone owners access the same email account
on mobile and desktop.
Source: Exact Target Channel Preference Survey
43% of mobile email users check email four or more times
per day compared to 29% of those who do not use mobile email.
Source: Merkle “View From the Digital Inbox, 2011”
iPhone is now the 2nd most popular email client, second only to Outlook.
#mtwebinar
Tweet-worthy Takeaway:
SEMMobile Email Marketing Strategy
SEMHow to determine:• Use email client detection services• Review if users click the “view mobile” link• Review your web analytics• Ask via a survey• Gather mobile info in your preference center
Do you have a mobile audience?
SEMMobile email marketing challenges:• Understanding mobile email platforms• There are no mobile standards - each device
presents emails differently• Testing/QA• Additional coding requirements
Do you have the resources?
SEMMobile marketing is not limited to email. Your email will likely link to your web site, landing pages, blog or social media channels. Are they optimized for mobile?
Plan for mobile beyond email
Mobile email marketing is growing fast but it doesn’t stop at the inbox. You’ve got to mobilize the destination too.
#mtwebinar
Tweet-worthy Takeaway:
SEM
Mobile Email Marketing:
Copy & Design
• Front-load subject lines• Pre-headers (keep them short)
are important
The Inbox
SEM• Keep it short and to the point.• Direct, easy to see calls
to action• Prioritize content blocks by
stacking• Remove low priority content or
link to it on your mobile-friendly web site
Your Content
SEM• Email widths at 640px will scale
evenly to the iPhone standard of 320px
• Headlines should be at least 30px• Body Copy should be 14px
minimum• Buttons should be 29x44px
minimum with 10px padding to accommodate touch.
Scale Up In Order To Scale Down
SEM• Try to avoid using font sizes below 13px
• iPhone auto-scales up to 13px; may break your layout
• Can eliminate auto-adjust for iPhone and Android:“-webkit-text-size-adjust: none;”
Beware text resizing
SEM• Think about mobile first
• Design to a grid
• Stack content, avoid columns
• Be sure your graphics are readable when scaled down
Design Best Practices
When crafting emails, think about mobile usability first.
#mtwebinar
Tweet-worthy Takeaway:
SEMMobile Email Marketing Coding
SEM• All leading mobile platforms support HTML, but images are often blocked
• There is little need for a Text or “Mobile friendly” version message
HTML
SEM
There are no standards
SEM
Add the Viewport Meta Tag to assure the email scales and fits the width of the iPhone.
Without the Viewport tag, the email is initially zoomed out too far with extra white space on the side.
This will only help with scaling on iPhone but it doesn’t adversely affect the way your email displays on other devices.
Viewport Meta Tag
<meta name = “viewport” content = “width = 320”>
SEM• Using CSS @media queries can allow you to reformat the same message for various devices.
• You can have a one column version for iPhone, two column layout for iPad, and three column layout for desktop email display.
• Coding using @media requires more coding skill and design planning for each campaign plus testing/QA resources.
CSS @media queries
Stop using a mobile-friendly LINK, start using mobile-friendly CODE.
#mtwebinar
Tweet-worthy Takeaway:
• Mobile email usage is big and growing fast• There’s no standardization between mobile devices • Users will flip-flop between desktop and mobile• Coding emails for specific devices is possible but
challenging• One message can work for both desktop and mobile
Takeaways:
SEMQ&AAsk questions in chat window or
via Twitter using #mtwebinar
For Webinar Attendees Only:
Free Mobile Readiness Assessment
• See how your email renders across devices, full report
• Get specific suggestions for improvements
Email us [email protected] (please include a copy or link to your email)
Slideshare:Presentation can be viewed at
http://slideshare.net/masstransmit
Adam Q. Holden-Bache704-706-2670 [email protected]@adamholdenbache
Scott Hardigree407-970-9372
[email protected]@indiescott