April 12, 2023
Upwardly MobileMeeting the email challenge for the mobile consumer
Tim Watson
Twitter @tawatson
April 12, 2023
Where do you use yours?
April 12, 2023
World stats
• World population 6.9 billion• PCs 1 billion• Televisions 2 billion• Mobile phones 5 billion
– Or 73% of world population– Developed world 90%+ of population
April 12, 2023
Worldwide smartphone sales 2010
Company 2010 units (thousands)
% Share
Symbian (Nokia) 111,576.7 37.6
Android 67,224.5 22.7
RIM 47,451.6 16.0
iOS (iPhone) 46,598.3 15.7
Microsoft 12,378.2 4.2
Other 11417.4 3.8
Total 296,646.6
Source: Gartner 2011
April 12, 2023
smartPhone share Q4 2009 to Q4 2010
April 12, 2023
Operating system share for new purchases
April 12, 2023
Predicted mobile traffic growth
April 12, 2023
Predicted traffic by device
April 12, 2023
Email most used mobile internet application
April 12, 2023
Email usage by device
Source: smartFOCUS
2009 2010 20110.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
iPodiPadiPhoneBlackberryAndriod
Perc
enta
ge e
mai
l acti
vity
April 12, 2023
How often mobiles users check email
Source Merkle “View from the Digital Inbox 2011”
April 12, 2023
Email activity by time of day (weekday)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Email activity
Time of day GMT (hours)
Perc
enta
ge d
urin
g th
e da
y
Source: smartFOCUS
40% of email activity outside of 9am to 5pm hours
Kick-off
Lunch review
Closing check-up
April 12, 2023
Email activity by time of day (weekday) and device
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Email Activity by device
AndroidBlackberryiPadiPhoneiPodPC
Time of day GMT (hours)
Perc
enta
ge o
f tot
al d
ay a
ctivi
ty
Source: smartFOCUS
April 12, 2023
Email activity by time of day (weekday) and mobile device
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
Email Activity for mobile devices
AndroidBlackberryiPadiPhoneiPod
Time of day GMT (hours)
Perc
enta
ge o
f tot
al d
ay a
ctivi
ty
Source: smartFOCUS
Content Crush HourCouch
Consumption
April 12, 2023
Engagement
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240.00
0.50
1.00
1.50
2.00
2.50
3.00
Engagement by device type
MobileDesktop
Time of day GMT (hours)
Ratio
acti
vity
/use
rs
Source: smartFOCUS
April 12, 2023
Three key factors
• Design and rendering– Working with a smaller screen
• Message– Changing copy needs
• Behavioural– How and where emails are consumed
April 12, 2023
What could go wrong?
iPhone. Zoomed out, images on Android. Zoomed in, images off Android. Zoomed in, images on
April 12, 2023
iPhone increases text
Additional white space
April 12, 2023
Design for desktop or mobile?
Take two bottles into the shower?
April 12, 2023
What is the best width?
Mobile device Resolution (h x w)
Apple iPhone 4 960 x 640
Apple iPhone 3 480 x 320
HTC Desire Z 800 x 480
RIM PlayBook 1024 x 600
Sony Experia X10 854 x 480
Apple iPad 1024 x 768
April 12, 2023
Starbucks – original (Android)
April 12, 2023
Live dynamic layout demo
April 12, 2023
One email – two layouts
Mobile view
Desktop view
April 12, 2023
Images off version (Android)
April 12, 2023
How did we do it?
• Cleaned up HTML– Reduced amount of code– Spacing without spacer gifs – use cell widths
• Switched heading and call to action to text• Allow flexible layout, resize and text re-flow
– Removed 600px explicit width setting
• Styles inline– Will show correctly without download of external CSS
• Styles specific for mobile– Some styles wrapped by CSS media query.
• Heading less cramped– CSS spans to allow specific modification on mobile view
April 12, 2023
Control text size
Before After
April 12, 2023
Mobile Preview tools
April 12, 2023
Mobile inbox
Android
iPhone
April 12, 2023
Subject lines
• Shorter than desktop– First 30-40 characters viewable.– Put key words at start of the subject line.
• Example– A bag of coffee for the weekend, with our compliments
Vs.– Complimentary bag of coffee for your weekend
April 12, 2023
Pre-header text
April 12, 2023
Behaviour
• Filling the gaps– Emails processed in the 30 second to five minutes gaps.– Expect short attention and distracted readers.
• Triaging– If not interesting delete now– Urgent action needed respond now– Interesting content, news, entertainment read now
• Keep for later if gap time is close to end
– Simple action complete now – if connection available– Complex action needed complete later
April 12, 2023
Mobile email checklist
• Design to work at 450 pixel width• Ensure email scales down by 50%• Keep email HTML and images byte size down• Consider keeping to single column• Code to automatically adjust for best experience• Use (HTML) buttons for key calls to action• Avoid many links close together• Minimum text size; body 12 pt. and headings 24 pt.• Use inbox preview tools to proof• Front load key words in subject lines• Include pre-header text to expand subject line• Keep copy chunked and short
April 12, 2023
SMS - inbound
April 12, 2023
SMS - outbound
• Transactional and Service messages– Calendar and Appointment reminders– Last minutes travel changes
• High value, highly targeted, highly perishable• Customers with no email
April 12, 2023
Beyond the email click
• Mobile version reduced page bounces 22%– Vegas.com A/B split test– Selected test of a few key
pages– Mobile traffic split to normal
and new mobile page– 16% more page views– 4% higher conversions
Source: MarketingSherpa
April 12, 2023
Your next step
• Check your web Analytics– How much mobile traffic?
• Benchmark• Review• Plan
April 12, 2023
DMA resources
• DMA Member resources.– Events, whitepapers and best practice guidelines
• DMA Email Council blog– http://dmaemailblog.com
• DMA Infobox email newsletter– http://www.dma.org.uk/infobox
April 12, 2023
@tawatson
www.smartfocus.com
0117 943 5800
www.linkedin.com/smartfocus
www.twitter.com/smartfocus
www.facebook.com/smartfocusgroup
Post webinar questions and thoughts?
Use Twitter hash tag
#smartermarketing