Mobile Optimisation for

Email

• Head of Email – tmw• IAB Email Council Member

Stay in contact (twitter): @hickling

@tmwagency

about me/

Ryan Hickling

insert client logo here

our work /

our clients

• Current state of email on mobile• What marketers should be doing right now• The basics of responsive design for email

intro/

what to expect

the current state/

stats

Depending on sector & other factors up to 50% of your list are opening emails on mobile devices right now.

• Smartphone / Feature phone adoption64%/36% as of Dec 2012 - comScore

• Smartphone email usage43% almost every day - comScore

• Email was the #1 most used mobile activity in 2012 - Ofcom

the current state/

stats

Mobile purchasing decisions are most influenced by Emails from companies (71%) only surpassed by the influence of Friends (87%). – Adobe

“2013 Digital Publishing Report: Retail Apps & Buying Habits”

57% of smartphone and tablet owners checked email while watching a TV program. 59% during commercials Nielssen – “State of the Media” (2011)

41.09% of emails are opened on a mobile operating system or device. – Knotice (2013)

the current state/

stats

• Monitor mobile device open rates• Check mobile interaction• Review customer journey

• Define KPIs

Mobile first!

what you should do/

check user base

what you should do/

options

• Do nothing• Fluid layouts

• Responsive design

• Content display based on screen size• Only one version

responsive email/

what & why?

responsive email/

a few of the benefits

• Image & Copy Resize• Separate styling

• Control of CTA position• No need to zoom

• Removal of horizontal scrolling• Hide un-needed copy

• Mobile specific content

responsive email/

considerations

• Design• Development

• QA• Device support

responsive email/

examples

responsive email/

examples

Actively increases sales of the target group

responsive email/

examples

mobile first/

optimisation

• Forces concentration on objectives• Design & copy improvements

• Removal of clutter

sources & further reading/

• comScore Mobilens 3 month avg end Dec 12 (UK)

• Ofcom Communications Market Report 2012• Litmus – emailclientmarketshare.com

• http://www.emailmonday.com/mobile-email-usage-statistics

sitecore/

digital marketing system

• Device type reporting• Advanced personalisation

• Triggered campaigns / Lifecycle Engagement • Testing & Optimization

End