This document summarizes a presentation on mobile-friendly email. It discusses how mobile email opens have grown significantly and continue to increase each year. Best practices for mobile email include using responsive design, increasing font sizes, simplifying content, and ensuring touch targets are large enough. Future trends may include more device detection capabilities and inspiration can be drawn from examples from companies like Jetsetter that are mobile-aware.

1. Mobile-friendly email
Trends and best practices
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2. Welcome! Thanks for joining us today.
Janelle Johnson Justine Jordan
Director, DemandGen Marketing Director
Act-On Software Litmus
@janelle_johnson @meladorri
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3. Agenda
• Email Marketing Basics & Best Practices
• Spam and Content Filtering
• Reporting and Tracking
• Mobile Email Stats
• Mobile Email Best Practices
• Tips and Tricks/Quick Wins
• Trends and the Future
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4. Importance of Email Marketing
• The future of Email
• Strongmail survey Nov. 2012 (n = 1,000)
• 56% plan to increase email marketing budget
• 65% plan to integrate email marketing with social media
• 52% will increase their social media marketing budget
• 52% plan to integrate their email and mobile activities
• Radicati Group Email statistics report 2012 – 2016 (April 2012)
• Worldwide email account to increase from 3.3 to 4.3 billion by 2016 – average annual growth of 6%Email clickthrough
rates dropped to 4.4% in Q2 of 2012, down more than 6% from 4.7% in Q1, and marking the 3rd consecutive quarter-
over-quarter drop. (Source: Epsilon Q2 2012 Email Trends & Benchmarks Report)
• Email’s Pipeline Contribution
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5. Leverage Email Marketing
• Consistency in messaging
• Planning and coordination
• Resonating messaging
• Content is King
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6. The Basics
• Create a marketing ecosystem
• Deliverability, verifiability,
bounce reduction
• Email Haiku
• Tracing behaviors and metrics
• Post-Click engagements
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7. 5 Email Marketing Best Practices
1. Segment
2. Subject line
3. CTA / Landing Page
4. Test & Refine
5. Mobile -friendly
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8. Some Stats: A Lay of the Land
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9. Email Opens: January 2013
Mobile:
Smartphones (iPhone,
Android) and tablets
Desktop
Mobile 33% Desktop:
42% Installed email programs
(Outlook, Apple Mail)
Webmail Webmail:
25% Email accessed through a
web browser (Gmail,
Hotmail, Yahoo!)
Source: Litmus Email Analytics
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10. Change Over Last 12 Months
Opens in Each Environment
42%
50%
38%
45%
40%
35%
30%
25%
20% 33%
Webmail Desktop Mobile
Mobile opens have grown 138% in 18 months; 45% in last year
Source: Litmus Email Analytics
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11. Mobile Market Share
Other Smartphone OS Share
1%
0.40%
Others 1.70%
0.60%
Symbian 1.20%
iPad
2.90%
27% iPhone Microsoft 3.00%
56% 6.40%
Blackberry 3.50%
36.30%
Android iOS 20.90%
16%
53.40%
Android 69.70%
0% 20% 40% 60% 80%
Mobile Email Opens US Worldwide
Source: Litmus Email Analytics
Source: ComScore (US); Gartner (Worldwide)
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12. Know Your Audience
What percentage of
customers/prospects
interact with your
organization’s mobile
email messages?
31% of marketers
don’t know their
mobile email
open rate!
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13. Back to Basics: Best Practices
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14. Subscriber Experience
From Name
Subscribers view emails
Subject Line
in stages, making
Preheader
choices as they go.
Preview/Open
Click Landing Page/Site
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15. Envelope Fields
From Name
~25 characters
Subject Line
~35 characters
Preheader
~85 characters
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16. Preheader

17. Preheader
• Support the subject
line with a
creative, useful or
helpful preheader.
• Call-to-action
• Special offer
• Reminder
• Clickable/measurabl
e
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18. Preview/Open
Android: iPhone:
Dimensions vary; 320 x 460
top-left corner
displayed

19. Preview/Open
Emphasis on from name & subject line. Images often disabled.
iPhone Windows Phone Blackberry
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20. Click
• Tappable touch targets
• Bulletproof buttons that
don’t rely on an image
• Left-hand side
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21. Landing Page/Site
Don’t forget the landing page!
Not these… But these!
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22. Tips and Tricks for Mobile Emails
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23. Consider Context
• You can’t predict where users open… most of
the time.
• Mobile app follow-ups
• Travel alerts
• Mobile coupons
• Weekend sends
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24. The Finger is the New Mouse
Design for tappable touch targets; not text links
44 x 44px minimum
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25. Touch Targets
Text Buttons Image “Buttons”

26. Increase Font Sizes
• Recommended minimums
• Body copy: 14px
• Headlines: 22px
• Body copy < 13px will be resized in iOS
• CSS fix: “-webkit-text-size-adjust: none;”
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27. Increase Font Sizes
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28. Streamline
• Content comes first
• Reduce clutter
• Navigation
• Repeated links
• Low priority
content/imagery
• Clear and direct
copy/CTAs

29. Don’t Create Friction

30. Trends and the Future
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31. Symbols in Subject Lines
Can increase open rates.
Use carefully to support
your message rather than
detract from value
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32. Mobile First/Aware/Scalable
• One layout for all screen
sizes
• Single column design
• 320-500px
• Large text & buttons
• Generous white space
• Clear calls to action
• Short, concise body copy
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33. Responsive Design
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34. Responsive Design
• Uses media queries or @media
• Not a “line of code”, more like a conditional
statement that enables alternate styles
• If the screen size is x, then display y
• If the screen size is x, then increase headline size to y
• If screen size is x, then show image at 100%
• Detects screen size of the device being read
on and enables alternate styles accordingly
• Not supported everywhere
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35. Device Detection
Detects mobile device at time
of open: deliver “deep link”
directly to app
store, specialized
content, timers
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36. Inspiration and Examples
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37. Jetsetter: Aware

38. Vodafone: Responsive

39. Resources & Takeaways
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40. Resources
stylecampaign.com/blog
litmus.com/blog
campaignmonitor.com/blog
emaildesignreview.com
mobileawesomeness.com
mediaqueri.es
Media Post Email Insider columns
A List Apart / A Book Apart
Ethan Marcotte and Luke Wroblewski
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41. Your Takeaways
• Know your audience!
• Don’t forget about the basics
• From name
• Subject line
• Landing pages
• Quick wins:
• Bigger text
• Touch targets (big buttons)
• Streamline content
• Explore different approaches; find what works best
• Responsive design isn’t a silver bullet
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42. Q&A
• Justine Jordan
• Marketing Director, Litmus
• justine@litmus.com
• @meladorri
• Janelle Johnson
• Director, DemandGen, Act-On Software
• janelle.johnson@act-on.net
• @janelle_johnson
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