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Dreamforce | ExactTarget Marketing Cloud: The Mobile Inbox 101
1. The Mobile Inbox 101
Content strategy and user experience lessons
to help you connect with your mobile email subscribers
Kristina Huffman, Global Practice Lead, Creative Services, ExactTarget, @krudz
Andrea Smith, Design Lead, Content Marketing & Research, ExactTarget, @andreasmith77
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4. “Mobile email opens just reached 50% globally last
month - we are losing some clicks - we should be
optimizing our mobile email and web experiences so
they are easier to spend money on.”
5. “Mobile email opens just reached 50% globally last
month - we are losing some clicks - we should be
optimizing our mobile email and web experiences so
they are easier to spend money on.”
6. A bad mobile email experience breaks the path
to conversion
7. A bad mobile email experience breaks the path
to conversion
25. Resist the
kitchen sink.
View mobile version
Preheader
View web version
Nav1 Nav2 Nav3 Nav4 Nav5
READ THIS! And this version.
FREE DOWNLOAD
Shop Now +
Also, buy this. And this.
Share this email
on Facebook, Twitter, Pinterest,
Google+, Tumblr. (And forward it
to all your friends.)
27. Mobile Success Requires Tough Choices
1. Pull click overlays for a variety of sends from the same template
2. Prioritize content into top three clicks
3. Cut content that doesn’t get clicks
36. Branding: Be flexible
Don’t design yourself into
a box; give visual flexibility
Consistent type, CTAs
and styles will hold your
brand together across
screens
46. Video: view times are longer on mobile
Video-based content can lower the barrier to click on mobile.
(Embed it on the landing page to be closer to conversion opportunities)
Tablet
2:59
Phone
Desktop
ExactTarget.com Blog video content – average viewing duration by device
2:50
2:09
47. “Most of us lead busy but undisciplined lives. We have
ever-expanding ‘to do’ lists, trying to build momentum by
doing, doing, doing—and doing more. And it rarely works.
Those who built the good-to-great
companies, however, made as much
use of ‘stop doing’ lists as ‘to do’ lists.”
- Jim Collins
48. Mobile Email #StopDoingList
⤫ Stop using the “view on mobile” link
⤫ Stop redesigning the button/link styles every email
⤫ Stop cramming content above the fold
⤫ Stop panicking about new devices and technologies
50. It’s not a simple AB test
A
Opens !
!
Clicks !
Conversions
B
Opens
Clicks
Conversions !
51. Data Inputs for Designers
1. Your email client market share
Litmus Analytics and website analytics – ensure workflow and layout/code align
2. New devices/technologies in market
Priority Inbox, Z10, Gmail tabs… selectively freak out
3. Clicks by device
Are mobile clicks underperforming? Should we adjust?
4. Click overlays
Did they click where I designed them to?
5. Conversions
How close was I to meeting our goals?
52. 3rd Party Promo
Rate and Review
Abandoned Cart
Click overlays
Did they click where I designed them to?
Newsletter
54. 1
If you have a large dormant audience;
test with new subscribers.
They haven’t been tainted by your emails;
the dormant audience is masking the true
impact of improvements.
engaged
unengaged
55. 2
Responsive design may not work on the first try.
Change occurs over time.
Re-train subscribers to see your emails [and website] as usable on mobile.
56. 3
Measure money, not clicks.
Responsive emails sometimes
lose on opens and clicks, but make
more money.
A
Opens !
Clicks !
Conversions
B
Opens
Clicks
Conversions !
64. Summary
1. Know your audience.
2. Develop a content strategy that
respects all environments.
3. Optimize email elements for a
mobile first user experience.
4. Identify goals and a pilot team to
test and track mobile optimization.
Mobile email optimization
is a long-term investment
in the user experience.
65. Kristina Huffman
Andrea Smith
Global Practice Lead, Creative Services
ExactTarget
@krudz
Design Lead, Content Marketing & Research
ExactTarget
@andreasmith77
Resources / downloads at:
pages.exacttarget.com/ETDesign
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