mobile email best practices
DESCRIPTION
Mobile Friendly or Responsive Design? Learn how to optimize your emails for the increasingly mobile world.TRANSCRIPT
in aMobileWorld
Marketi
ng Best Practices
Icons made by http://www.freepik.com from www.flaticon.com, licensed under http://creativecommons.org/licenses/by/3.0
Like much of marketing, email marketing is constantly evolving…
http://tomfishburne.com/2008/08/evolution-of-ma.html
…And we’ve evolved into a mobile world.
http://tomfishburne.com/2008/08/evolution-of-ma.html
Have your emails made it there yet?
Don’t worry.We’re here to help.
Here’s the thing.
Mobile has overtaken desktop.
Marketingland.com
And email is the top activity on Smartphones.
if the time spent on the Internet via
mobile was distilled into 1 hour,
14 minutes would be spent
on email, beating out both
social networking (9 minutes)
and entertainment (8 minutes)
http://themogulmom.com/2011/01/how-much-are-invisible-tasks-costing-you
In fact
And since email drives the most sales…
ExactTarget
Your message should go wherever people will be looking for it.
http://www.theguardian.com/technology/2011/oct/07/samsung-nexus-prime-steve-jobs
And it should look good
when they see it.
© Paramount Pictures
Because if it doesn’t look good, they won’t look long.
http://www.emailmonday.com/mobile-email-usage-statistics
If it’s not designed for mobile, it’s not going to display well, causing scrolling and PZS*.
*Pinch and Zoom Syndrome
If it’s difficult to maneuver, people
won’t do it.
It can also be really hard to click through links.
http://www.homesinlaytonutah.com/happenings/
So let’s get down to business.
http://lightspeedsound.tumblr.com/post/32219785841/avante-gardeian-squigglydigg
What’s the difference between
Mobile Friendlyand
Responsive Design?
http://www.cieliterature.com/category/as-poetry/
Mobile FriendlyOne layout that stays the same
regardless of the device it’s on.
http://www.pinpointe.com/blog/tips-to-creating-a-mobile-friendly-website
Mobile friendly copy is
Finger Friendly.
http://www.itjobb.se/blogg/
It will display well on most devices.
But users may still have problems on different devices because it’s a one-size-fits-all solution.
Intelligentenergytoday.com
Responsive Design
Content is coded to display (or respond) based on the device ‘calling’ it.
http://www.clipartpanda.com/clipart_images/silver-laptop-icon-psd-32759947Icons made by http://www.freepik.com from www.flaticon.com, licensed under http://creativecommons.org/licenses/by/3.0
With Responsive Design, the content automatically rearranges in response to the device that’s
being used to view it.
Responsive design relies on CSS and is the standard for sites
and emails.
http://www.demonicpigeon.com/viewtopic.php?p=25397&sid=3d2b5f6ac346a9f4190ba0466342f7d4
Responsive Design is ideal.
http://breathingsocialmedia.wordpress.com/2013/10/10/what-a-hashtag-is-umm-neverthoughtaboutthat/
Responsive Design? Check!
What’s next?
http://www.ewallpapers.eu/view_wallpaper/mountaineering-1920-1440-4859.html
The Key to Creating Effective Mobile Emails…
http://www.nymomsworld.com/blog/2014/09/10214-workshop-keys-to-a-successful-school-year-for-your-child/
Use bullet points Keep it short Use catchy headlines Provide links for more detail
http://www.nymomsworld.com/blog/2014/09/10214-workshop-keys-to-a-successful-school-year-for-your-child/
But the very first sample is…
the subject lines, which are only slightly different on mobile than on
desktop.Huffingtonpost.com
You’ll want to use shorter subject lines
to fit the smaller screens
https://wefalllaughing.wordpress.com/category/childrens-poetry/
Make sure that the best part of your subject is
within the first 24 characters
of the subject line.
Android truncates at 24 characters and Apple truncates at 31.
http://imgur.com/s2uZX
Okay, subject line and content are great, so
you’re ready to go right?!
©United Plankton Pictures
Wrong.Send time may be
different for mobile users, too.
Smartphone and desktop almost completely oppose each other when it comes to open times, and tablet
users tend to open at different times as well.
Movable Ink
And if you break down your audience by age, you can see how likely they are to use a desktop,
phone, or tablet to read your emails, which should further help you customize your emails.
Live Intent
Finally, there are a few special considerations when it comes to size.
http://en.wikipedia.org/wiki/User:Colin_Douglas_Howell/Galleries/Dinosauria_size_comparison_table#mediaviewer/File:Human-allosaurus_size_comparison.png
no more than 600 pixels wide(but avoid dividing space up smaller than 320 pixels wide)
Your content should be
Make sure your font isn’t too big or small
A good rule of thumb is to use 14-16 pt. for body text and
22-28 pt. for headlines.http://www.aquire.com/blog/post/559/making-hr-big-data-not-so-big
Pre-header
Make the most of your pre-header, or the first 50-100 characters of
email copy.
Make clickable areas a
minimum of 29x44 pixels
with a 10 pixel pad.
Also avoid using a “traditional” navigation menu bar. The buttons
would be too small and un-clickable.
Prepare for “fat-finger” syndrome.
http://elaineeksvard.se/blog/2013/06/26/elaine-ar-sa-sjukt-blast-mitt-ex-glomde-lagga-pa-luren-och-jag-horde-allt/happy-finger-friends/
Make your Call to Actions clear, and make the clickable
areas obvious.
And put it above and below the fold.
http://urduonlinemoney4u.blogspot.com/2014/09/ads-reward-daily-making-money-online.html
The march to mobile is growing stronger.
Make sure you’re using the right tools,
the right way, with the right devices in mind.
