What, When & Why of Responsive Email

The State of Mobile Email

• Significant

– Mobile Opens

– Commercial Opens

– Marketing Message Opens

• Accelerating

• Critical

• Device Hardware

• Operating System

• Email Client Software

Email Channel Complexity

Apple39%

Samsung22%

HTC9%

Motorola9%

LG7%

Other15%

Google52%Apple

39%

BB5%

Microsoft3%

Symbian1%

Other0%

Apple iPhone23%

Outlook18%

Apple iPad11%

Apple Mail9%

Google Android8%

Yahoo Mail6%

Outlook.com6%

Gmail4%

Windows Live Mail3%

Windows Mail1%

Other11%

+ +

25,852,016,738,885,000,000,000

• Know Your Audience

– Where and when they view email mail

• Understand the Business Objective

• Focus on a Single Activity

• No OSFA

Mobile Email Best Practice

What is (and is not) Responsive Design?

• Audience and Conversion are Mobile

– Don’t overwork e-mail

– Transactional Messages

• Tradeoffs

– Speed

– Volume of info

• Examples

When Do I Use Responsive Email Design?

Requirements of Responsive Email Design

• Functional

• Design

• Content/Copy

Final Thoughts

“Responsive design won't solve bad email program design, but it [can] bring a well designed program to life...”

~ Alex Williams

• No Singular Answer

• Guide Clients

• Define, Test, Refine

• Own the email ZMOT

….move on to deliverability and CRO

Confidential © 2012 Canyon Communications, Inc. All Rights Reserved

Questions?