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.
10. THE SOLUTION
Think mobile first / responsive
Keep 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
16. MOBILE IS MAKING ITS MARK
iOS devices such as the
iPhone and iPad are
grabbing a growing share of
email opens from the
desktop
PAGE 16
17. NEGLECT MOBILE / EMAIL OPTIMIZATION,
USERS LIKELY TO DELETE
PAGE 17
18. STILL NOT
CONVINCED?
1. Look to your analytics
2. But not just for email – your site, and consumer trends
PAGE 18
19. 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
PAGE 19
20. GETTING STARTED
Mobile First
Considering 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 Audit
If 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.
Taxonomy
A 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.
PAGE 20
21. NOW YOU’RE PSYCHED
But 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
PAGE 21
22. WIREFRAMES ARE THE
UGLIEST WEBSITES YOU
HAVE EVER SEEN AND ARE
ALSO
BLUEPRINTS OUTLINING:
Content
relative priority of that content
(hierarchy)
interactive
features & functionality
how it works
PAGE 22
23. “You can use an eraser on the
drafting table or a
sledgehammer on the
construction site”
-Frank Lloyd Wright
PAGE 23
31. THE SCIENCE OF BEHAVIOR
CHANGE
BUILDING BRIDGES TO
LEADERS IN THE WORLD OF
BEHAVIORAL ECONOMICS
FOCUSING ON BEHAVIORAL
DATA
IDENTIFYING FAST
PERSUADERS
PAGE 31
32.
33.
34.
35.
36.
37.
38.
39. 1. Connective Tissue
2. 3 Pillars – bite sized, relevant, disposable
3. It’s Not Optional
4. Make it useful, or don’t try
5. Time Killers & Time Savers
6. If you make it work, people notice
THINGS WE CAN APPLY FROM MOBILE
PAGE 39
40. 9:35AM
Coffee
Shop
12:00PM
Workout at Health Club
1:15PM
Lunch at the Pizza
parlor –
4:30PM
Gas Station
5:02PM
Mobile web
5:25PM
Book
Store
6:07PM
Retail
6:59PM
Sports Bar
9:05PM
Grocery
CONNECTIVE TISSUE
Home
42. IT’S NOT OPTIONAL
PAGE 42
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
43. MAKE IT USEFUL, OR DON’T TRY
PAGE 43
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.
44. TIME KILLERS & TIME SAVERS
PAGE 44
Time Savers
(tools)
Time Killers
(Experiences)
45. Insert your brand’s email here…..
IF YOU MAKE IT WORK,
PEOPLE NOTICE OR….
PAGE 45
We wanted our websites, websites that we’d built since the late 1990’s for one format. Granted over time as screen resolutions increased we too increased our “standard” size from 800x600 to 1024x768 and so on. Designers had the photoshop templates to work against and developers knew the size they’d be getting to build against. And our friends the UX team also had a standard page/stage size they work against.
Almost overnight, well not really but certainly in the last 24 months there has been a proliferation of screen sizes, resolutions and more importantly and continued change in our behavior and the devices that we use on a more then daily basis.
Touch screen, mouse – RWD allows for flexibility & a better experience
Early 2011, the purchase of smartphones out sold the number of personal computers and has continued it’s forward growth.
– most people are surprised at the high number of visits by mobile users (and it’s rising)If you ask what’s taxonomy then stay with me.
As of February 2012, almost half (49.7%) of US mobile subscribers owned smartphones, according to Nielsen. And 44% of those users access the internet from their mobile device according to the Pew Research Center (Aug 2011).
Present flat printed mockups to the client
Widgets = Multi-State Objects. Great example: One Page Sites.
Why do you think this is so important?
Principle 1 - Make it scarceMini Carmonica – DFCB New Zealandhttp://www.draftfcb.co.nz/ourwork/mini-carmonica/ Disappearing books – DFCB Buenos Aireshttp://www.draftfcb.com/work-detail.aspx?work=580o BMW M5 “The Fastest Christmas Card in the World” – Switzerlando Taco Bell “Doritos Locos Tacos Launch” – USA Orange County ( I have TV spots as well if you want them)o KFC “Pot Pie” – USA Chicagoo EternaCadencia “The Book That Can’t Wait” – Argentinao Bond + Bond “Fridge Magnet Billboard” – New Zealando MINI “Carmonica” – New Zealand
Principle 2 - Make it vividCoors Light Rocky Mountain Cold Refreshment – DFCB Chicago Dow Solutionism – DFCB Chicagohttp://www.draftfcb.com/work-detail.aspx?work=453 Lisbon Zoo Sounds – DFCB Lisbonhttp://www.draftfcb.com/work-detail.aspx?page=5&work=529 Falling billboard – DFCB Mumbaihttp://www.draftfcb.com/work-detail.aspx?page=2&work=561JVC Camera GC-PX10 “Choose Later” – Brazilo Paper Mate/Liquid Paper “Dialog” – Brazilo EA Dead Space 2 “Your Mom Hates Dead Space 2 Case Film” – USA San Francisco (I have TV spot and Viral Videos if you want them)o ZonaJobs “Grandmother” & “PowerPoint” – Argentinao Dow “Solutionism” – USA Chicagoo JardimZoológico de Lisboa – Lisbon Zoo “Sounds” – Portugalo Mumbai Traffic Police “Falling Hoarding” – India
Principle 3 - Make the benefit immediateVending machine for fighting homelessness – DFCB São Paulohttp://osocio.org/message/vending_machines_of_good/o Canon “Case Film” – Brazilo Ministry of Health - National Depression Initiative “The Journal” – New Zealando JVC 3D Camcorder “3D Live Theatre” – Argentinao Census 2010 – USA New York ( I gave you the winning Effie film – but have the creative if you want)o ONDCP Above the Influence – USA New York (I gave you the winning Effie film)o Abrinq Foundation “Goodwill Vending Machine” Brazil
Principle 4 - Make it about people nothing like youDeadspace 2 “Your mom will hate it” – DFCB SFhttp://www.draftfcb.com/work-detail.aspx?page=2&work=273 Nakuri “Your boss will hate it” – DFCB New Delhihttp://www.draftfcb.com/work-detail.aspx?page=5&work=406 NHL “Because it’s the Cup” – DFCB Chicagoo Dockers “Wear The Pants” – USA San Franciscoo OREO “Wee Hours” – USA New York, OREO “Explanation” – France, OREO “Library” – Argentinao EA Dead Space 2 “Your Mom Hates Dead Space 2” – USA San Francisco (I have TV spot and Viral Videos if you want them)o Naukri.com “Your Boss Will Hate It” – INDIA
Principle 6 – Make it ComparableDiGiorno “It’s Not Delivery It’s DiGiorno” – DFCB Chicago ONDCP Above the Influence – USA New York (I gave you the winning Effie film)o Eucerin “Hyaluron-Filler” – Spain
Principle 7 – Make the First Step SimpleNew Zealand Electricity “What’s my number?” – DFCB New Zealandhttp://www.draftfcb.co.nz/ourwork/electricity-authority/ Discover Bank “Open a 5 Year CD in the time it takes to brew coffee” – DFCB Chicagoo Census 2010 – USA New York ( I gave you the winning Effie film – but have the creative if you want)o JVC Camera GC-PX10 “Choose Later” – Brazilo Premier “Mini-Karma” – Peruo New Zealand Electricity “What’s my number?” – New Zealand
Principle 8 – Make it a MissionGrobiBeaute “Sip by Sip to a Perfect Body” – DFCB Viennahttp://www.whoscarf.com/yir/2010/creative/vienna/grobibeaute/o EternaCadencia “The Book That Can’t Wait” – Argentinao Taco Bell “Operation Alaska” – USA Orange County ( I have the viral video if you want to) http://www.draftfcb.com/work-detail.aspx?work=631o Taco Bell “Doritos Locos Tacos Launch” – USA Orange Countyo Taco Bell “Road Trip” – USA Orange Countyo Abrinq Foundation “Goodwill Vending Machine” Brazilo Ministry of Health - National Depression Initiative ”The Journal” – New Zealando Dockers “Wear the Pants Project” (I gave you the videos – but a lot more to this campaign)o GrobiBeaute “Sip by Sip to a Perfect Body” – Austriao MINI SOHO – New Zealand