AGILE EMAIL MARKETING

Everything You Need To Know About Gmail’s New Grid View! Tuesday, April 22, 2014

Your Speakers

Jordan CohenVP of MarketingMovable Ink

Bonnie MaloneDirector, Response ConsultingReturn Path

The Evolving Landscape:Findings and Analysis of Movable Ink’s US Consumer Device Preference Report

Mobile moved our cheese… fast

Sources: • Silverpop & Unica, “Optimizing for the Small Screen,” August 2010• Movable Ink, “US Consumer Device Preference Report,” May 2014

More email is opened on iPhones than all desktops combined

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

This is how the map has changed just over the past year

Q2 2013

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

This is how the map has changed just over the past year

Q3 2013

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

This is how the map has changed just over the past year

Q4 2013

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

This is how the map has changed just over the past year

Q1 2014

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

Desktop email opens continue to decline

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

Smartphone opens seem to be leveling out

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

Tablets are showing the strongest growth

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

So why are you still designing for desktops first?!!

Smartphones and Tablets do drive revenue

Source: Movable Ink, May 2014

Percent of email-driven revenue captured by device

Smartphones also drive sales on desktops and tablets

Source: Movable Ink, May 2014

11% of purchasers open on a smartphone first, then convert on a different device

And mobile email openers spend more than desktop-only people

Source: Movable Ink, May 2014

And iOS users spend more than Android users

Source: Movable Ink, May 2014

And, good news: iOS opens trounce Android opens

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

Here’s the breakdown, in detail

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

Here’s how device usage trends over a typical day

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

Tablets Replacing Desktop as Household PC of Record

Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014

“Desktop companies” seem to think so

“Desktop companies” seem to think so

“It’s the tablet that can replace your laptop. It is the most powerful, thinnest, and lightest Surface

Pro yet. It is a full PC and a brilliant tablet.”

- Panos Panay, corporate vice president, Microsoft Surface

Closing Thoughts on the Research

• Smartphone email opens might have reached their peak at ~50%

• Tablets will continue to eat away at desktop market share

• The “tap-through rate” is the new click-through rate

Strategies for Success:New Tactics and Ideas from Return Path and Movable Ink

The email experience is different on each device

Best Practices:

• Consider a single column design; use 600 pixel width as guide

• Streamline/shorten the content• Use tap targets like images and

buttons in place of text links• Increase text sizes (13px minimum

for body copy, 16px minimum for headlines)

• Aim for total file sizes of less than 100KB

• Include a call to action button within the preview pane (approx. 0.3" – 0.4”)

- One layout for multiple screens

- Single column- Use larger, tap friendly

CTA

Mobile First - FabDesktop Mobile

Capital One

Email Landing Page

Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries (@media).

The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly.

Option 1 – Content Stripping• Stable• Renders well across multiple devices• Easy to update code• Elements may be stripped

Option 2 – Content Stacking• All elements carried over to mobile• Higher response rates• Least stable approach• Potential rendering and coding issues

Option 3 – Version Switching• Stable• Versatile• Renders well across multiple devices• Changes must be made across

different device versions

PayPalInitial Screen Scroll 1

Scroll 2 Scroll 3Scroll 2 Scroll 3

Expedia

Desktop Version Responsive Version

24 Hour Fitness

LinkedInDesktop Version Responsive Version

LinkedIn: I just want to congratulate my friend!

ebay makes everything easy by deep linking into its mobile app

J Brand uses device targeting to display the best version on any device

The Knot gives you a click-to-call option

Trying to drive in-store sales?

Express makes scanning at the counter easy

Comedy Central uses device specific call outs and deep linking

Comedy Central deep links to promote social sharing

And it works!

Thank You!

To learn more about Movable Ink, please visit www.movableink.com

To learn more about Return Path, please visit

http://www.returnpath.com

Any questions or feedback on today’s webinar?

research@movableink.com

Thanks for joining us!