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So much of the future of email is tied to mobile consumption -- be it opportunities with m-commerce; links to social media; or simply driving engagement with customers reading on the go. How do you optimize the email experience taking into account context, devices, locations, etc.? Also, what are best practices with organizational structure in the emerging space? Chris Miller, who has overseen the boom in Draftfcb’s digital practice along with email efforts for clients such as Volkswagen and State Farm, will offer actionable intelligence on how to capitalize on opportunities soon and sooner.
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HOW MOBILE IS DRIVING EMAIL AND VICE VERSA
@scubachris / @draftfcb
CLIENT / PROJECT / 00.00.00 PAGE 2
emailmobile
EMAIL AND MOBILE CAN BE BEST FRIENDS
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OMG
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;-)
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IT STARTED BECAUSE THIS
@scubachris / @draftfcb
BECAME THIS…
@scubachris / @draftfcb
THE IMPORTANT THREE THINGS
1. Devices
2. Resolution
3. OS
@scubachris / @draftfcb
BUT THE LONGER TERM ISSUE IS…
@scubachris / @draftfcb
THE SOLUTIONThink mobile first / responsiveKeep in mind, responsive web design will not make the email perfect in every device but it will scale elegantly across multiple devices to allow for the best customer experience, however your customer chooses to view your content.
http://www.craftedbydavid.com/
@scubachris / @draftfcb
LET’S LOOK AT THE DATA
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UPTICK OF MOBILE FOR INTERNET USE
Mobile and tablet eating away at computer for internet access
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MOBILE SALES > DESKTOP
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Source: CampaignMonitor
In early 2012, smartphone sales exceeded desktop sales, showing continued growth.
BUT EMAIL USE IS DOWN
Drop in time and % of overall activities for email
Social media chipping away
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HOWEVER ON MOBILE…
We see email as the #1 internet activity on mobile.
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MOBILE IS MAKING ITS MARK
iOS devices such as the iPhone and iPad are grabbing a growing share of email opens from the desktop
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NEGLECT MOBILE / EMAIL OPTIMIZATION, USERS LIKELY TO DELETE
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STILL NOT CONVINCED?1. Look to your analytics
2. But not just for email – your site, and consumer trends
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The device that consumers are turning to for their internet use
The #1 behavior on mobile is email
Not our “defensive” hill to hold but our offensive platform to grow
MOBILE IS
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GETTING STARTEDMobile FirstConsidering the mobile version first since it is the smallest screen size and the content displayed needs to be structured to show the most important information first. Also the growth of mobile indicates those devices will be the more frequent ones to access the content.
Content AuditIf you are thinking of responsive design, a content audit will allow the team to understand what content is available on site and make determination as to what is most valuable and where the gaps are.
TaxonomyA taxonomy audit should be included in your content audit as it is your future planning. It allows you to create a tagging and data hierarchy and better future proof your data to display on any type of device.
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NOW YOU’RE PSYCHEDBut how do you apply this to your business?
1. UX
2. Creative
3. Development
4. Behavioral Economics (how people make decisions)
5. A few truths about mobile
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WIREFRAMES ARE THE UGLIEST WEBSITES YOU
HAVE EVER SEEN AND ARE ALSO
BLUEPRINTS OUTLINING:
Content
relative priority of that content (hierarchy)
interactivefeatures & functionality
how it works
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“You can use an eraser on the drafting table or a
sledgehammer on the construction site”
-Frank Lloyd Wright
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CHANGING THE DEVELOPMENT WORKFLOW
“Stop Thinking in Pages. Start Thinking in Systems.”
- Jeremy Keith
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SHOTGUN MARRIAGE
CREATIVE & DEVELOPMENT
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WATERFALL WORKFLOW
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- Gotchas- Bottlenecks- Over-The-Fence- In-The-Dark Client- Production Crunch- Chaos
WATERFALL WORKFLOW
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RESPONSIVE WORKFLOW
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BEHAVIOR FIRST,TECHNOLOGY SECOND
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THE SCIENCE OF BEHAVIOR CHANGE
BUILDING BRIDGES TO LEADERS IN THE WORLD OF BEHAVIORAL ECONOMICS
FOCUSING ON BEHAVIORAL DATA
IDENTIFYING FAST PERSUADERS
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1. Connective Tissue2. 3 Pillars – bite sized, relevant,
disposable3. It’s Not Optional4. Make it useful, or don’t try5. Time Killers & Time Savers6. If you make it work, people notice
THINGS WE CAN APPLY FROM MOBILE
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9:35AM Coffee Shop
12:00PMWorkout at Health Club
1:15PMLunch at the Pizza parlor –
4:30PMGas Station
5:02PMMobile web
5:25PMBook Store
6:07PMRetail
6:59PMSports Bar
9:05PMGrocery
CONNECTIVE TISSUE
Home
3 PILLARS:
BITE SIZED, RELEVANT,
DISPOSABLE PAGE 41
IT’S NOT OPTIONAL
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Does anyone wake up in the morning and think I’ll “leave their phone at home.”
Mobile is an essential part of how most consumers are managing their busy lives.
Because of mobile’s connection there is a growing expectation for things to work and frustration when it doesn’t
MAKE IT USEFUL, OR DON’T TRY
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Because consumers control and customize mobile individually, they demand that experiences they have on the device be designed with them in mind.
Unique opportunity to connect Moment and Message for maximum impact.
But it’s a double edge sword: If you don’t get the value proposition right, your chances of getting a second chance are very slim.
TIME KILLERS & TIME SAVERS
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Time Savers(tools)
Time Killers(Experiences)
Insert your brand’s email here…..
IF YOU MAKE IT WORK, PEOPLE NOTICE OR….
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SURE, TECHNOLOGY IS CHANGING
BUT IT’S REALLY ABOUT BEHAVIOR
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EMAIL AND MOBILE ARE BFF’SFOREVER
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THANK YOU
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