Date post: | 01-Nov-2014 |
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Mobile-friendly emailTrends and best practices
Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us:
#ActOnSW
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Welcome! Thanks for joining us today.
Janelle JohnsonDirector, DemandGen
Act-On Software@janelle_johnson
Justine JordanMarketing Director
Litmus@meladorri
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Agenda
• Email Marketing Basics
• The Lay of the Land
• Email Best Practices
• Tips & Tricks for Mobile Emails
• Trends & The Future
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Importance of Email Marketing
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Leverage Email Marketing
• Consistency in messaging
• Planning and coordination
• Content is King
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The Basics
1. Segment
2. Subject line
3. CTA / Landing Page
4. Test & Refine
5. Mobile -friendly
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Some Stats: A Lay of the Land
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Email Opens: January 2013
Desktop33%
Webmail25%
Mobile42%
Source: Litmus Email Analytics
Mobile: Smartphones (iPhone, Android) and tablets
Desktop:Installed email programs (Outlook, Apple Mail)
Webmail:Email accessed through a web browser (Gmail, Hotmail, Yahoo!)
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Change Over Last 12 Months
Jan FebMarch April May June July Aug Sept Oct Nov Dec
Jan220%
25%
30%
35%
40%
45%
50%
Opens in Each Environment
Webmail Desktop Mobile
Mobile opens have grown 138% in 18 months; 45% in last year
42%
38%
33%
Source: Litmus Email Analytics
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Mobile Market Share
iPhone56%
Android16%
iPad27%
Other1%
Mobile Email OpensSource: Litmus Email Analytics
Android
iOS
Blackberry
Microsoft
Symbian
Others
0% 10% 20% 30% 40% 50% 60% 70% 80%
69.70%
20.90%
3.50%
3.00%
1.20%
1.70%
53.40%
36.30%
6.40%
2.90%
0.60%
0.40%
Smartphone OS Share
US WorldwideSource: ComScore (US); Gartner (Worldwide)
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Know Your Audience
31% of marketers don’t know their mobile email open rate!
What percentage of customers/prospects interact with your organization’s mobile email messages?
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Back to Basics: Best Practices
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Subscriber Experience
Subscribers view emails in stages, making
choices as they go.
Landing Page/SiteClick
Preview/Open
Preheader
Subject Line
From Name
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Envelope Fields
From Name~25 characters
Subject Line ~35 characters
Preheader~85 characters
Preheader
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Preheader
• Support the subject line with a creative, useful or helpful preheader.• Call-to-action• Special offer• Reminder• Clickable/
measurable
Preview/Open
iPhone: 320 x 460
Android: Dimensions vary;
top-left corner displayed
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Preview/Open
Emphasis on from name & subject line. Images often disabled.
iPhone Windows Phone Blackberry
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Click
• Tappable touch targets• Bulletproof buttons that
don’t rely on an image• Left-hand side
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Landing Page/Site
Don’t forget the landing page!
Not these… But these!
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Tips and Tricks for Mobile Emails
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Consider Context
• You can’t predict where users open… most of the time.• Mobile app follow-ups• Travel alerts• Mobile coupons• Weekend sends
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The Finger is the New Mouse
Design for tappable touch targets; not text links44 x 44px minimum
Touch Targets
Text Buttons Image “Buttons”
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Increase Font Sizes
• Recommended minimums• Body copy: 14px• Headlines: 22px
• Body copy < 13px will be resized in iOS• CSS fix: “-webkit-text-size-adjust: none;”
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Increase Font Sizes
Streamline
• Content comes first• Reduce clutter
• Navigation• Repeated links• Low priority
content/imagery• Clear and direct
copy/CTAs
Don’t Create Friction
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Trends and the Future
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Symbols in Subject Lines
Can increase open rates. Use carefully to support your message rather than detract from value
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Mobile First/Aware/Scalable
• One layout for all screen sizes
• Single column design• 320-500px
• Large text & buttons • Generous white space• Clear calls to action • Short, concise body copy
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Responsive Design
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Responsive Design
• Uses media queries or @media• Not a “line of code”, more like a conditional
statement that enables alternate styles• If the screen size is x, then display y• If the screen size is x, then increase headline size to y• If screen size is x, then show image at 100%
• Detects screen size of the device being read on and enables alternate styles accordingly
• Not supported everywhere
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Device Detection
Detects mobile device at time of open: deliver “deep link” directly to app store, specialized content, timers
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Inspiration and Examples
Jetsetter: Aware
Vodafone: Responsive
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Resources & Takeaways
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Resources
stylecampaign.com/bloglitmus.com/blogcampaignmonitor.com/blogemaildesignreview.commobileawesomeness.commediaqueri.esMedia Post Email Insider columnsA List Apart / A Book ApartEthan Marcotte and Luke Wroblewski
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Your Takeaways
• Know your audience!• Don’t forget about the basics
• From name• Subject line• Landing pages
• Quick wins:• Bigger text• Touch targets (big buttons)• Streamline content
• Explore different approaches; find what works best• Responsive design isn’t a silver bullet
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Q&A
• Justine Jordan• Marketing Director, Litmus• [email protected]• @meladorri
• Janelle Johnson• Director, DemandGen, Act-On Software• [email protected]• @janelle_johnson