Recently it seems as if mobile email has become the new hot topic among digital marketers. Much of this conversation centers around the on-screen experience: What's the best way to design an email so it renders well and drives opens, clicks and most importantly conversions and other desired goals on the tiny screen of a smartphone, mid-sized tablet and larger monitor on a laptop or desktop PC? While certainly important questions to ask, this is only one aspect of an effective mobile and multiscreen email marketing strategy. Before you make over the email message itself, you must first work out many other aspects of your multiscreen strategy.
In this Webinar, Loren McDonald will assemble a team of some of the smartest thinkers in the mobile/multiscreen email marketing design arena. Together they will tackle some of the toughest questions and offer real-life advice for getting multiscreen email right.
Among the specific topics will include the following:
Learning the implications of each major screen size and device
Determining what devices your subscriber base is using and how and where they are converting
Discussing the different types of design approaches, such as responsive and scalable, and which is the best fit based on your resources and expertise
Creating a consistent user experience across email and Web/landing pages
Examples and key best practices
Communicating with your designer and programmer
Testing, learning, optimization and measurement/analysis
Future trends and predictions - where is it all going
2. Before We Get Started
• Dial in via phone or select “call using your computer”
• Tweet with us: #spopwebinar
• Chat your questions to the host
• Presentation will be emailed to you next week
#spopwebinar
14. What You Can Expect to Takeaway Today
How to analyze your subscriber base
Better understanding of the email design challenges
Understanding of the “design options”
A framework for tackling “multiscreen design”
Tips and generally accepted best practices
#spopwebinar
15. Today’s Presenters
Brian Sisolak Justine Jordan
Senior Strategist Marketing Director
Trilogy Interactive Litmus
brians@trilogyinteractive.com justine@litmus.com
@bsisolak @litmusapp
#spopwebinar 15
21. Mobile Market Share
Other
Smartphone OS Share
1% 0.4%
Others 1.7%
Symbian 0.6%
1.2%
iPad
Microsoft 2.9%
27% 3.0%
Blackberry 6.4%
3.5%
iPhone
56% iOS 20.9%
36.3%
Android
53.4%
16% Android 69.7%
0% 20% 40% 60% 80%
Mobile Email Opens US Worldwide
Source: Litmus Email Analytics Sources: ComScore (US); Gartner (Worldwide)
21
22. 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
• 33% don’t know their
mobile click rate
22
23. Screensize-apalooza
Excite 13
Nexus 7 8.5” wide
iPad Mini 7.3” wide
Galaxy Note II
5.3” wide
iPhone BB Bold 3.2” wide
2.3” wide 2.6” wide
Small Medium Large
23
24. Android Screen Sizes & Densities
ldpi mdpi hdpi xhdpi
small 1.7% 1%
normal 0.4% 11% 50.1% 25.1%
large 0.1% 2.4% 3.6%
xlarge 4.6%
Source: http://developer.android.com/about/dashboards/index.html
24
26. From Name
No matter the screen size…
Subject Line
Subscribers view emails in
Preheader stages, making choices as
they go.
Preview/Open
Swipe/Click/Tap Landing Page/Site
27. From and Subject Matter More than Ever
From Name
~25 characters
Subject Line
~35 characters
Preheader
~85 characters
27
36. As with most
things with
email, there’s
not a one-size-
fits-all
approach
(sorry to disappoint you)
37. Mobile 64% higher CTR
Segment and A/B
test mobile-
optimized version to
frequent mobile
openers
Best For
Getting started
and testing the
waters
37
38.
39. Agnostic/Scalable/Aware
• One layout for all screen sizes
• Single column design
Best For
– 320-500px
• Large text & buttons When you’re
ready for
• Generous white space
change, but don’t
• Clear calls to action have tons of
• Short, concise body copy resources
39
40.
41. Fluid Design/Layout
• Use percentages for widths
• Adapts to fill the screen it’s
Best For
viewed on; text wraps
automatically
• Most effective for simple Lots of text and
layouts just a few images;
automated
campaigns
41
42.
43. 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
43
44. Responsive design is not universally
supported. Notable detractors:
• Android Gmail
• Windows Phone
Best For
Heavy mobile audiences;
travel alerts; mobile app; tech
companies
Source: http://stylecampaign.com/blog/2012/10/responsive-email-support/
49. Scannable
Singular calls to action
Larger fonts
Single columns
Bullet-proof / large CTA buttons
Design for touch …
50. • Support the subject line with
a creative, useful or helpful
preheader.
– Call-to-action
– Special offer
– Reminder
– Clickable/measurable
– NOT “having trouble…?”
50
51. Big Buttons & Text
• Body copy: 14px+
• Headlines: 22px+
• Buttons: 44px by 44px
51
53. • Optimize the left-hand
side for Android.
• Pertinent
information
• Call-to-action
• Links
http://stylecampaign.com/blog/2012/08/android-grid-of-grim/
53
54.
55. • Tappable touch targets
• Bulletproof buttons that don’t rely
on an image
• Left-hand side
55
No longer are we accessing the internet through a nice big desktop screenLaptops.. Netbooks are all growingAnd more are coming – ipad.. tablets.. And then there is mobile..
Support the subject line with a creative, useful or helpful preheader (NOT “having trouble…?”)Call-to-actionSpecial offerReminderClickable/measurable
After the from/subject/preheader, you get the open.The preview pane still counts, but has a different form factor
After the open comes the click… which is now the tap
Really long subject lines can enhance… or distract.
Segment list into likely mobile and likely desktopSend each segment email optimized for that environmentGood for people that are consistent, bad for those that aren’t (you can’t predict where someone will open)Advantages: Your recipients will receive the email version that is optimized for the screen they use most often. Neither email design nor layout is a compromise. Each is ideal for its screen size and should lead to higher engagement and conversion rates. Disadvantages: You must create two optimized versions of each message – in other words, it’s the multipart text/HTML versions issue all over again.
Advantages: You create a “one and done” template for your email that you can send to all subscribers without needing complicated coding to make sure it renders correctly on different screen sizes as well as in portrait (vertical) and landscape mode on phones and tablets. “We found that a screen-agnostic approach did not depend on technology to render the correct version,” says Brian Brown of ideapark, a Silverpop agency partner. “We also found the code base was a little lighter, and the workflow was simplified.” Disadvantages: Focusing on simple and big can make complex emails with multiple elements more challenging. It also sacrifices functionality, such as two-column layouts. As scalable layouts are fixed-width — be itskinny or not — they work well for iOS since content is automatically scaled to the screen width, but are not optimal for other platforms like Android.
Fairly easy to implementFew rendering issuesVery small and very large screens can be hard to read
Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.
Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.
Silverpop brings the expertise and experience to support your marketing needs. We are the only digital marketing technology provider that brings together email marketing, marketing automation and social sharing, including location-based marketing.Silverpop serves over 1,400 clients across a variety of industries, geographies and business sizes. We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure. Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.
Also available at silverpop.com/marketing-resources is more information about future webinars, recordings from previous webinars, You can also access slides from Silverpop presentations on social media and countless other topics at slideshare.net/silverpop. You can also find us on Twitter and Facebook.