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Mobile marketing is becoming a must for marketers. It is not just an app or a mobile site. Mobile is a new way for customers to consume your digital content.
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Discussion Points
• Brief History of the Smartphone
• Why Mobile email is important
• How Responsive design templates can create both mobile and desktop experience
• Mobile experience after the email
WOW!
1994 2013
Why is Mobile Email important?
Global Smartphone unit sales are expected to grow 46% this year!
Email is dead…….
“Email has had a good run as king of communicators. But its reign is over. “
-The Wall Street Journal 2009
REALLY?
•3.9 Billion email users worldwide
•Projected to be 4.9 billion by 2017
•Consumer email accounts make up the majority of the accounts 76%
•897 million mobile email users, projected to be 1.7 billion by 2017.
Email Statistics Report, 2013-2017
Radicati Group, Inc.
Yikes! Mobile email has taken over
43% of emails are read over mobile devices. This is expected to rise to more than 50% by the end of 2013
Fishbowl and Mobile Email
Quarter 4 2012
Quarter 1 2013
Quarter 2 2013
0%5%
10%15%20%25%30%35%40%45%50%
OpenRate
Mobile and the Fishbowl Restaurant Industry Index
Casual Family Fast Casual
Fine Dine QSR0%
10%
20%
30%
40%
50%
60%
Q1 Fishbowl Mobile Open RateFishbowl Restaurant Industry Index
Mobile Open Rate
44% Overall mobile open rate
QSR Campaign sees 64% Mobile Opens
Message 1
Message 2
Message 3
Message 4
Message 5
Message 6
Message 7
Message 80% 10% 20% 30% 40% 50% 60% 70% 80%
Strawberry Campaign
Email Client Browser Mobile Browser
Casual Dine Campaign sees 46% Mobile Opens
Message 1
Message 2
Message 3
Message 4
0% 10% 20% 30% 40% 50% 60%
FATHERS DAY Gift Card Mailing
Email Client Browser Mobile Browser
What’s the Point?
Not all brands have a customer base that is mobile
Bad news for marketers
• 3.3% is the percentage of users who have viewed a email in more than one environment
• Users who have read an email on their mobile will do so again about 45% of the time.
• This means that nearly 97% of the emails are viewed just ONCE.
Marketers have one shot at it!
Better Make it count!
Most Preferred types of mobile email messages
12% Newsletters
21% Real Time delivery tracking 21%
Promos + Vouchers
27% Special Offers
4% Other
How Fishbowl Handles Mobile Email
Mobile Email Marketing practices
• Short Subject Lines
– 35 characters max.
• Take advantage of the Pre-Header
– 85 character max.
• Less Copy means more
• Rethink your creative
• Test, Test, and Test again
Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe.
Scalable
Scalable vs. Responsivethe difference
• An email design layout that is still 100% readable and 100% clickable when reduced to half its size on a mobile device.
• Techniques used:– A grid system for alignment
and proportion– A single column– Larger fonts– Touch-friendly buttons
Responsive
• An email layout that adapts to the proportions of the device it is rendered on by using CSS3 @media queries.
• CSS media queries:– Auto- adjust the layout– Content– Text size
Responsive Design Mailings
Mobile
Desktop
Mobile Email caution
Not all mobile email clients support media queries
It just does not stop at the mobile inbox
• Google Wallet, Passbook
• Apps (online ordering, loyalty, social, games, music, mobile payment etc.)
• Mobile optimized landing pages
• Mobile Search
Passbook & Google Wallet
Passbook & Google WalletGeoFencing
Loyalty, Online Ordering, Mobile Payment Oh My!
Use your mobile email as a launching pad!
Mobile Sites
Non Mobile Site
Mobile Optimized
Mobile App call to action
Mobile Search
• 81% of consumers have searched for restaurants on a mobile device.
• Mobile restaurant searches have a 90% conversion rate according to the study.
• 70% of all mobile searches result in action within one hour.
#1 of objective is to drive revenue
One last thing marketers are facing
Attention Spans are
Mobile can no longer be ignored
by marketers
By Chris MunzFollow @cmunzproject