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Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service DirectordotMailer
Wednesday 27th June 2012
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Why Should You Care
Mobile presents a number of challenges for email marketers
• Usability for readers completing the journey on the phone
• Clarity for readers triaging their inbox
• You never know when a reader will use mobile
40%of the UK population
owned a smartphone in December 2011
(YouGov)
67%of these used their
smartphone to access their email in June 2011
(comScore)
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Methodology
We started with some consumer research to quantify the attitudes of consumers We reviewed the emails of 19 leading high street brands
Across 3 different devices:iPhoneAndroidBlackberry
Amazon.co.uk M&S
Apple New Look
ASOS Next
B&Q Play.com
Debenhams River Island
EasyJet Tesco
Expedia Tesco Direct
Figleaves Thomson
Homebase TopShop
John Lewis
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
What Did We Review?
Design and Usability Criteria
• Does the email render properly on the test devices?
• Is the email easy to read?
• Is the most relevant content available without scrolling?
• Are the CTAs visible without scrolling?
• Are the CTAs big enough to tap without zooming?
• Are the landing pages mobile friendly?
Technical Criteria
• link? Is the correct code used to design the email?
• Is there a mobile-only CSS style sheet?
• Are ALT tags used on images?
• Are landing pages easy to read and quick to load?
• Is there a ‘view in browser’ link?
• Is there a ‘view on mobile’
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Consumer Research
3:1Ratio consumers prefer offers and vouchers to
news and tips
66%of all consumers
check their email on their phone.
64% Personal only2% Business only
25% Both
The Time of Day myth busted:• 41% check their email first
thing in the morning while 27% check before going to sleep and on average they check a further 4 times in between
• For B2B marketers, 21% said they check work emails out of hours
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Benchmarking Report Overall Findings
53%The average score
across the 19 email programs
reviewed
9of these programs reviewed scored
below 50%
iPhoneis getting the greatest focus scoring above
64% across all review criteria
Brands have cracked rendering, readability, and clickability on Android but are struggling across the
board on BlackBerries
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Did Your Email Render?High Flyer The only email to render effectively on the BlackBerry came from AppleOnly M&S included a link to a mobile version
Issues IncludedImages not displaying properlyIncorrect alignment of elementsText and images overlapping
Best Practice AdvicePreview the emailMake sure you know which devices your readers are using
Results by DeviceiPhone = 94%Android = 89%BlackBerry = 31%
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Is Your Email Easy to Read?High Flyer Thomson scored top marks for readability on all platforms, especially Android
Issues IncludedMessages too largeThe text too small
Best Practice AdviceDon’t make your readers work hard to get your messageSend multi-part emails in case your HTML does not render AND purposely copywrite the plain text version
Results by DeviceiPhone = 81%Android = 64%BlackBerry = 41%
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Do Your Readers Need to Zoom and Scroll?
High Flyer Apple was the only email where BlackBerry readers did not need to scroll… much
Issues IncludedOnly sender details and Headline were typically visible on BlackBerryTemplates designed for PCs did not ‘degrade gracefully’
Best Practice AdviceIdentify the mobile penetration of your list – Blackberry = Kids and Business UsersTake the time to write short copyPreview your email before sending
Results by DeviceiPhone = 78% - Half got full marksAndroid = 17%BlackBerry = 5%
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Have You Designed for the Finger?
High Flyer Expedia had a clear call to action that enticed mobile readers to click
Issues IncludedCTAs falling below the foldCTAs that were not finger friendlyCTAs only in images which did not work on BlackBerries
Best Practice AdviceDesign for the fingerUse buttons, images and text linksKeep above the foldConsider the whole mobile journey
Results by DeviceiPhone = 78%Android = 91%BlackBerry = 63%
Photo courtesy of Time.com
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Is Your code Correct?High Flyer There was no clear standout in this are but Play.com did the best across all of the criteria
Issues IncludedLack of a mobile style sheetNot fixing the font size so it becomes to small to read on the mobile screen
Best Practice AdviceSimple straightforward code to maximise cross mobile compatibilityClean codeUse media queries to set the screen resolutionFix the font sizeUse Alt-tagsAvoid large image files
Results by DeviceiPhone = 94%Android = 89%BlackBerry = 31%
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Your Landing Page is the Other Half of the Battle?
High Flyer ASOS regularly have clear and easy to read mobile landing pages
Issues IncludedIssues IncludedPages not mobile specificToo often the need to zoom and scrollComplex pages that took too long to load
Best Practice AdviceIf possible design a mobile version of your landing pageAt the very least preview the landing page and all other pages that make up the user journey
Hitting the Mobile Mark: Getting Your Mobile Email RightSkip Fidura, Client Service Director
Conclusion
Your readers are increasingly reading your emails on their
smart phones.
Some will be triaging their emails others will complete the whole journey on
their phone depending on the situation of
the moment.
In either case you need to keep
your emails:SIMPLECLEAR
ACCESSIBLE