Mobile Email Marketing 101 Webinar
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Mobile email marketing is growing in importance as smartphone usage increases. While over 80% of smartphone users check their email on their devices, only about 30% of marketers see mobile optimization as important. To succeed at mobile email marketing, marketers must design emails that are readable on various small screens through careful use of formatting, images, and content prioritization. They should also encourage opens and clicks through best practices for subject lines, preheaders, and calls to action tailored for mobile. Growing a mobile audience requires SMS/text and QR codes along with a fully optimized website and applications.
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Mobile Email Marketing 101 Webinar
- 1. BLUE SKY FACTORY WEBINAR SERIES Mobile Email Marketing 101 May 20, 2011 2:00 to 2:45 ET #MobileEmail 1
- 2. WHO ARE WE? Blue Sky Factory Wood Street, Inc. Become a better marketer through Bringing your ideas about the effective email marketing web and mobile into focus BlueSkyFactory.com WoodStreet.com 2
- 3. LET’S TALK ABOUT MOBILE 3
- 4. SOME STATS ON MOBILE • Mobile is growing EVERY DAY! • Of the 4 billion mobile phones in use, 1.08 billion are smartphones. • Smartphones showed the strongest growth in 2010; this continues in 2011. • Most popular activities on the mobile web are search, reading news and sports information, downloading music and videos, and email and instant messages. - Think Marketing: Mobile Marketing and Usage: Statistics and Facts for 2011 4
- 5. EMAIL DOMINATES WEB TIME 5
- 6. MOBILE IN EMAIL • 85% of smartphone users check their email on their smartphones (e.g., read the subject line and from address), and 82% actually read their email on their smartphone. - ExactTarget (2009) • 43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. - Merkle "View From the Digital Inbox 2011” (2011) • 13.36% of emails are opened by a mobile operating system or device. - Knotice (2011) 6
- 7. BUT… Only 31.6% of US marketers said having an optimized mobile marketing experience for customers is important. - eROI "The Current State of Social, Mobile, & Email Integration" (2010) 7
- 8. WHAT DOES IT ALL MEAN? IT MEANS… PEOPLE READ EMAIL ON MOBILE - ACT ACCORDINGLY! 8
- 9. ARE YOUR EMAILS GETTING READ ON MOBILE DEVICES? Use Google Analytics or another tool to find out. Get instructions and learn more in “How to Measure Your Mobile Email Marketing Strategy.” http://blog.blueskyfactory.com/creativeanddesign/how-to-measure-your-mobile-email-marketing-strategy/ 9
- 10. TWEETAWAY Mobile email usage is growing; adoption by marketers lags. #MobileEmail 10
- 11. DESIGNING EMAILS FOR MOBILE 11
- 12. GETTING INTO THE INBOX • Inbox = eMarketing gatekeeper • Your crucial first impression • Take this moment seriously! 12
- 13. DON’T BE THAT GUY! Source: http://daveatherall.blogspot.com/ 13
- 14. THE EMAIL MARKETING TRIFECTA From Name Subject Line Preheader 14
- 15. FROM NAME From Name • Subscribers scan for familiarity • Use a company or brand name they know • People trust names they know, and they will click on those names 15
- 16. SUBJECT LINE Subject Line • 15 characters or less is ideal • Make it eye-catching AND relevant • Make it irresistible! • Consistency helps 16
- 17. PREHEADER Preheader • This is preview text for the email • Usually “View in Your Browser" or similar • Use this as a way to hook them “Special Offer Inside” “Great Marketing Tips in This Email” 17
- 18. 5 THINGS TO CONSIDER 1. Think about thumbs 2. Space things with touch screens in mind 3. How much is enough content? 4. How much is too much? 5. Keep it scannable 18
- 19. AN ANATOMY LESSON Note: A minimum of 44px by 44px is the average finger tap on an iPhone 19
- 20. MOBILE EMAIL MARKETING BEST PRACTICES • Place important content on the left • Try your color palette in different lighting environments • Maintain visual consistency with your existing website (if you have • Keep the main navigation to three or four one) links • Reduce the amount of text • Think about fluid (liquid) designs for best adaptation (minimum width of 320px) • Use legible fonts on every screen; don’t rely on the resolution • Use lists rather than tables • Use background colors to separate • Reduce load time by using CSS3 instead of sections images for gradients, rounded corners, shadows, etc. 20
- 21. TWEETAWAY When designing emails for mobile, user experience is most important. #MobileEmail 21
- 22. CREATING A MOBILE VERSION 22
- 23. SCREEN SIZE AND OTHER HEADACHES 23
- 24. SCREEN SIZE Mobile is a vast array of shapes and sizes. Rank Phone Type Resolution #1 Nexus One 800 x 480 #2 Droid Incredible 480 x 800 #3 Apple iPhone 3 GS (32 GB) 480 x 800 #4 HTC Evo 480 x 800 #5 Blackberry Bold 9650 480 x 360 #6 HTC HD2 480 x 800 #7 Motorola Droid 480 x 854 #8 Palm Pre 320 x 480 Design for minimum of 320 px wide OR Place most important information within a 340 px-wide area. 24
- 25. TWEETAWAY Email displays differently on different mobile screens; account for your target devices. #MobileEmail 25
- 26. 4 WAYS TO ENSURE CROSS DEVICE COMPATIBILITY 1. Use a tool to test http://litmus.com/ http://www.returnpath.net/commercialsender/monitoring/gold/ 2. Design for lowest common denominator 480 px wide Design for legibility at 50% size of original (for feature phones) 3. Use Meta tags and CSS to allow for proper rendering in devices CSS3 for setting up styles, etc. Meta tags can alert the device to render certain ways: • <meta name="“viewport”" content="“width=320”"> for rendering properly on an iPhone for example 4. Design with a grid format using color and areas of content that can adjust variably - StrongMail Blog (2011) 26
- 27. DIFFERENT DEVICES, DIFFERENT RESULTS 27
- 28. TWEETAWAY Mobile email conversion = encouraging the open & designing for conversion. #MobileEmail 28
- 29. GETTING MOBILE SUBSCRIBERS TO CONVERT 29
- 30. ENCOURAGE THE OPEN • Keep best practices in mind Send time Frequency From name Subject line • Make sure your subject line & preheader work together • Build relationships • Provide value Read more on Wood Street’s blog, “4 Ways to Get Your Emails Opened.” 30
- 31. DESIGN FOR CONVERSIONS • K.I.S.S. (Keep it Simple, Silly!) • Refine your call-to-action Mother-in-law test Arm’s length test • Above the fold Main call-to-action Share links Flickr: quinn.anya 31
- 32. GROWING YOUR AUDIENCE • SMS/text messaging In-person events Signage Traditional media • QR Codes • Mobile application (such as Blue Sky Factory's Publicaster) • Optimize for mobile Clear contact information Include share links Read more on mobile on the Blue Sky Factory blog. 32
- 33. WE WRITE USEFUL STUFF ALL THE TIME! Visit the Wood Street blog for more on web & mobile. Latest posts: • 3 Reasons Design Matters on a Web Site • 3 Reasons Your Web Site is Still Important • Why Your Web Site Needs Email Marketing 33
- 34. FREE EMAIL MARKETING EBOOK Download “50 Ways to Build Your Email Marketing List”: BlueSkyFactory.com/mobilewebinar http://www.blueskyfactory.com/mobilewebinar 34
- 35. THANK YOU! Amy Garland Jon-Mikel Bailey Client Services Manager Founder & President Blue Sky Factory Wood Street, Inc. @amygarland @jonmikelbailey BlueSkyFactory.com WoodStreet.com @blueskyfactory @woodstreetweb Blog.BlueSkyFactory.com Wood Street Blog 866.216.BLUE 301.668.5006 35