Copy of the presentation given at TFMA & Internet World 2013.

2. Mobile Optimisation
for Email

3. • Head of Email – tmw
• IAB Email Council Member
Stay in contact (twitter):
@hickling
@tmwagency
about me/
Ryan Hickling

4. our work /
our clients

5. • Current state of email on mobile
• What marketers should be doing right now
• The basics of responsive design for email
intro/
what to expect

6. the current state/
stats
Depending on sector & other factors up to 50% of your list are opening emails on
mobile devices right now.
• Smartphone / Feature phone adoption
64%/36% as of Dec 2012 - comScore
• Smartphone email usage
43% almost every day - comScore
• Email was the #1 most used mobile activity in 2012 - Ofcom

7. the current state/
stats

8. Mobile purchasing decisions are most influenced by Emails from companies
(71%) only surpassed by the influence of Friends (87%). – Adobe “2013 Digital Publishing
Report: Retail Apps & Buying Habits”
57% of smartphone and tablet owners checked email while watching a TV program. 59% during
commercials Nielssen – “State of the Media” (2011)
41.09% of emails are opened on a mobile operating system or device. – Knotice (2013)
the current state/
stats

9. • Monitor mobile device open rates
• Check mobile interaction
• Review customer journey
• Define KPIs
Mobile first!
what you should do/
check user base

10. what you should do/
options
• Do nothing
• Fluid layouts
• Responsive design

11. • Content display based on screen size
• Only one version
responsive email/
what & why?

12. responsive email/
a few of the benefits
• Image & Copy Resize
• Separate styling
• Control of CTA position
• No need to zoom
• Removal of horizontal scrolling
• Hide un-needed copy
• Mobile specific content

13. responsive email/
considerations
• Design
• Development
• QA
• Device support

14. responsive email/
examples

15. responsive email/
examples
Actively increases
sales of the target
group

16. responsive email/
examples

17. mobile first/
optimisation
• Forces concentration on objectives
• Design & copy improvements
• Removal of clutter

18. sources & further reading/
• comScore Mobilens 3 month avg end Dec 12 (UK)
• Ofcom Communications Market Report 2012
• Litmus – emailclientmarketshare.com
• http://www.emailmonday.com/mobile-email-usage-statistics

19. sitecore/
digital marketing system
• Device type reporting
• Advanced personalisation
• Triggered campaigns / Lifecycle Engagement
• Testing & Optimization
End