HOW TO CREATE SUCCESSFUL MOBILE EMAIL MARKETING CAMPAIGNS

ADAM Q. HOLDEN-BACHE CEO, MASS TRANSMIT AHOLDEN-BACHE@MASSTRANSMIT.COM | @ADAMHOLDENBACHE RICH BARRETT CREATIVE DIRECTOR, MASS TRANSMIT RBARRETT@MASSTRANSMIT.COM | @RICHCBARRETT

Mass Transmit

Mass Transmit provides professional marketers with

email tools, services and expertise. We create email

communications, manage data integration, deliver

email campaigns and measure campaign

performance. We produce email marketing that

generates measurable results.

Mass Transmit = Email Marketing

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About Mass Transmit

We’re headquartered in New York City with offices

in Charlotte NC 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….

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We Work With

Twitter hashtag: #mtwebinar

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Why You Need Effective Mobile Email Campaigns

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The Rise Of The Smartphone

•  234 million mobile users in the US

•  119.3 million smartphone users

•  51% of all mobile users use smartphones (up from 38% last year)

•  2 out of 3 new purchases are smartphones

•  Smartphones will outsell PC’s by end of this year

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82% of smartphone users check and send email with their device.

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38% of all emails are opened on a mobile device, an increase of 80% over the past 6 months.

Now more than desktop (33%) or webmail (31%). Source: Litmus, September 2012

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Source: Litmus, September 2012

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Smartphones: Platform Market Share

Source: Nielsen, July, 2012 Mass Transmit

Email Opens By Device

Source: Litmus, October 2012

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Most Popular Email Clients

Apple iOS (iPhone & iPad) 35% Outlook 20%

Live Hotmail 14%

Apple Mail 11%

Yahoo! Mail 10%

Gmail 8%

Google Android 5%

Windows Live Mail 2%

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90% of smartphone owners access the same email account on mobile and desktop.

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10% of consumers use mobile as their primary device for checking email.

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39% of companies said their mobile strategy was

“non-existent”, and 48% don’t know if their emails are read on mobile devices.

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Tweet-worthy Takeaway: 38% of all emails are opened on a mobile device. #mtwebinar

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How To Design Mobile Email Messages

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Front-load subject lines

35 characters or less for iPhone

The Mobile Inbox

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Pre-headers are important Keep them short (under 80 characters) Use to supplement subject line

•  Keep it short and to the point

•  Direct, easy to see calls to action

•  Divide content into sections

•  Prioritize content blocks by stacking

•  Remove low priority content or link to it on your mobile-friendly web site

Content Considerations

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Simplify Layouts

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Plan For iPhone Scaling Email widths at 640px will scale evenly to the iPhone standard of 320px

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•  Buttons should be 44x44px minimum with 10px padding to accommodate touch

•  Design entire sections to be clickable

•  Consider adding additional clickable space around buttons

•  Longer text links work better as they provide more room for

touch

Design for touch

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Avoid Mistaps

These items are not touch-friendly at scaled display

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•  Headlines should be at least 30px

•  Body Copy should be 14px minimum

•  Try to avoid using font sizes below 13px

•  iOS will auto-scale small text sizes up to 13px. This may break your

layout!

•  Can eliminate auto-adjust for iPhone and Android: “-webkit-text-size-adjust: none;”

•  Remember iOS devices will change dates, times and addresses to blue links. You can use styles to override that.

Text To Win

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•  Think about mobile first

•  Stack content, avoid columns

•  Make content areas fluid, not fixed

•  Simple, bold images are the most clear and readable

•  Keep file size at a minimum

Mobile Design Best Practices

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•  More content “above the fold”

•  Consider adjusting media query settings to (max-device-width: 568px) vs. 480px for the iPhone 4.

Special Considerations For iPhone 5

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Tweet-worthy Takeaway: When designing mobile emails, minimize content, reduce file size and plan for scaling and touch.

#mtwebinar

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Mobile Email Coding

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Understand Your Audience

•  Use email client detection services to understand how much of your audience is on mobile devices and their platform breakdown. (Services available from Litmus and Return Path)

•  Optimize your emails based on mobile detection reporting.

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Scalable emails are designed and programmed so the layout adjusts to the width of the environment where it is read. Fixed emails are usually designed at 320px to display nicely on a mobile device, but look “skinny” when displayed on desktop clients.

Don’t go fixed, go scalable.

Scalable vs. Fixed

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HTML

•  All leading mobile platforms support HTML, but images are blocked in some platforms

•  There is little need for a Text or “mobile friendly” version message

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There Are No Standards

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Viewport Meta Tag

<meta name=“viewport” content=“width=device-width, initial-scale=1.0”>

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.

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Tweet-worthy Takeaway: Optimize email messages for mobile by using flexible HTML layouts.

#mtwebinar

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Responsive Email Design

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What Is Responsive Design? One HTML file that uses CSS and media queries to display certain content and layout based on the device displaying the email.

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•  Creates a truly mobile optimized message

•  Allows you to reformat content specifically for mobile users

•  Allows you to hide and/or reveal content for mobile vs. desktop audiences

Responsive Design Benefits

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•  Doesn’t work everywhere

•  Requires designing at least two versions of the message

•  Programming can be complicated

Responsive Design Challenges

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Responsive Email Content Reformats

Non-Responsive Email Content Scales Down

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Media Query Support

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Responsive Design Options

•  Change font styles for better legibility Hide, move or wrap blocks of content Resize an image Hide or move an image Swap, crop or hide a background image

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•  If your recipients are reading your emails on both Apple and Android devices, consider responsive design.

•  If you have content heavy newsletters, consider responsive design.

•  If you have a large mobile audience and have the budget, consider

responsive design (try it and test results).

Is Responsive Design Right For You?

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Tweet-worthy Takeaway: Use responsive design to create a customized mobile email experience.

#mtwebinar

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Generating Conversions Through Mobile Email

Have A Great Call-To-Action

•  Unique offer (email only offers work great)

•  Very visible call-to-action copy and button

•  Put call-to-action at top of message (and maybe bottom too)

•  Make call-to-action easy to click

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Plan For Mobile Beyond Email

Mobile 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? Consider responsive design for your web site too!

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Track And Analyze

•  Track conversions from email to web by using tracking pixel

•  Review the mobile stats in your web site analytics

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Tweet-worthy Takeaway: A complete mobile email marketing experience includes a mobile optimized destination.

#mtwebinar

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Takeaways:

•  Mobile email is here and growing fast

•  There’s no standardization between mobile devices

•  Users will flip-flop between desktop and mobile

•  A mobile optimized email can work for desktop, tablet and smartphone

•  Coding emails for specific devices is possible but challenging

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Q&A Ask questions in chat window or via Twitter using

#mtwebinar

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For Webinar Attendees Only:

Free Mobile Readiness Assessment •  See how your email renders across devices, full report •  Get specific suggestions for improvements

Email us webinar@masstransmit.com (please include a copy or link to your email)

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Slideshare: Presentation can be viewed at http://slideshare.net/masstransmit

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Adam Q. Holden-Bache 704-706-2670 x200 adam@masstransmit.com @adamholdenbache

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Thank You!