Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

A4U EXPO Europe:
Successful Email
Campaigns for the
Multi-Channel Age

CONTENT
• IMPORTANCE OF MOBILE
• DATA
• TIMING YOUR SENDING
• TRACKING & PAYMENT MODELS
• INBOX OPTIMISATION
• DESIGN
04/07/2013Freemax Media 2

OVERVIEW
• Employs a team of 24 results-driven individuals
• Manages c15m UK email addresses & 500,000
B2B email addresses
• Generate 15,000 clicks per day
• Built and manages a ESP capable of sending in
excess of 10million emails per day
• In-house design and technical team, used by the
likes of Sky, The Times and British Airways
• In-house lead generation platform and call centre

IMPORTANCE OF MOBILE
30%
30%
42%
44%
46%
50%
59%
61%
67%
72%
Researching Restaurants
Researching Travel
Watching Films
Shopping
Listening to Music
Reading News
Reading Books
Facebook
Playing Games
Email
20%
20%
24%
26%
37%
48%
52%
58%
78%
79%
Shopping
Twitter
Researching Restaurants
Photo Management
Reading News
Playing Games
Listening to Music
Facebook
Phone Calls
Email
• For which of the following do you regularly use a:
Smartphone Tablet
Adobe Digital Publishing Report – Jan ‘13

More email is read on Mobile than on a desktop email client or via webmail. Stats say
43% of email is now opened on a mobile device Litmus –”Email Analytics” (Mar ‘13)

Freemax Media – May ‘13
Mobile
Desktop

DATA
• Do I need to identify mobile users to run mobile
optimised campaigns?
• How do I identify if somebody has opened and converted
on a mobile device?
• Are there certain verticals or offers which perform better
on email?
• Should you alter the day/time you send for mobile?

IDENTIFYING MOBILE USERS
Benefits:
• Understand whether it is worth investing in a mobile
optimised creative
• Can ascertain which devices are the most important to
you – however remember iPhones always download
images and therefore will always appear to open more
• Identify data pools which opens on a mobile device more
regularly, allowing you demand higher CPL/M/A and
access a mobile budget
• Can tailor your sending strategy by reacting to mobile
user’s behaviour & preferences

IDENTIFYING CONVERSIONS BY DEVICE
Opens/Clicks:
• Most email sending platforms will have the functionality
to do this and will often be know as the ‘user agent’.
• User agent details the device/browser/application an
email was opened on
• Again, beware opens are always higher on iPhones as
images are downloaded as a default – though they remain
the dominant device for engaging with email via mobile
• Currently these tracking platforms show you conversions
by device:

IDENTIFYING CONVERSIONS BY DEVICE
Conversions by Mobile Device – May ‘13
Android
Tablet
iPhone
Other

MOBILE PERFORMANCE BY VERTICAL
Adobe Digital Publishing Report – Jan ‘13

MOBILE PERFORMANCE BY VERTICAL
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Percentage of Mobile Clicks – May ‘13

SENDING TIME

SENDING DAY

SETTING UP THE CAMPAIGN
• While use of mobile is clearly growing, users are not
necessarily adopting the same behaviour as they would
on a desktop
• Successful email campaigns need to be setup with this in
mind
• What does that mean?
• Looking beyond CPA to monetise your email traffic
• Cost per download
• CPC
• CPM
• CPL

PAYOUTS – CPD Vs. CPA/L/C/M
Individual opens email directing them
‘download an app’ on desktop
You hope they
then reopen on
their phone to
download so
you can be paid
on CPD
However the majority
will bypass and go
straight to the app
store.

TRACKING

TRACKING
= 3 X CPA
= 1 X CPA
Advertisers can use Google Analytics new feature Universal Analytics which uses a
UID to cross track across multiple devices.

REVENUE BY PAYMENT METRIC
Mobile Revenue %
CPA
CPC
CPD
CPL
CPM

PRE-HEADERS

PRE-HEADERS
Having the right pre
header, which passes spam filters
such as Cloudmark, can:
• Increase delivery by 8.13%
• Increase opens by 123%
• Double ECPM
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DISPLAY BY DEVICE

RESPONSIVE DESIGN
Responsive design - is an approach aimed at crafting emails to provide an
optimal viewing experience—easy reading and navigation with a minimum
of resizing, panning, and scrolling—across a wide range of devices

RESPONSIVE DESIGN

DESIGN - SLICING

DESIGN - SLICING
Creative Open % CTR % ECPM
No Slicing 3% 5% £1.64
Sliced 6% 7% £3.46
Increase 85% 39% 111%

DESIGN - SLICING

DESIGN – STYLE ALT TAGS

DESIGN – STYLE ALT TAGS
0
2
4
6
8
10
12
14
Style Alt Tag Mobile optimised Not optimised
Bright House
Conversions

DESIGN - ANDROID
Why can’t I get the design to render
right on an Android?
- Gmail app on Android doesn’t
support Media Queries
- While Android's default email
client and browser do a superior job at
rendering HTML email, the Gmail app
for Android is popular
- 500 screen sizes in the Android
Family
- When zoomed can trigger
media queries which is not desired.

DESIGN - ANDROID
How to design for an Android?
- Use a fluid layout to adjust to
any viewport size
- Put the main ‘Call to Actions’
on the left to avoid side swiping
- Stick to a one-column layout
- Use large text and simple
layout
- Balance text to image, as
images our not downloaded as
a default, unlike iPhones.

Mobile email will account for 15 to
65% of email opens, depending on
your target audience, product and
email type. eMailmonday - “Party
safe mobile email stats” (2013)
Only 3% of users will view a
single email in more than one
environment. Meaning you
only have one opportunity to
capture them
Users who have recently read
email on their mobile will do
so again about 45% of the
time – Litmus “Saving Email
for Later: Opens Across
Devices & Environments”
(2012)

DESIGN – ALWAYS MOBILE OPTIMISED?
0
2
4
6
8
10
Mobile Optimised Not Optimised
1Click Life Insurance
Mobile
Conversions

DESIGN – NON MOBILE OPTIMISED
Call to action – large &
clear
Scale – ideally no more
than 320-500 px wide
Layout – single column
templates are more
mobile friendly
Short, concise
messaging
Avoid javascript etc
which is not supported
by mobile devices
Font Size – should be
slightly larger than
standard – 14px
body/22 px headline

SUMMARY
• Mobile is now an integral part of any email campaign
• Mobile purchase decisions are most influenced by emails
from companies (only friend’s recommendations are more
powerful)
• It’s estimated that 78% of emails will be read on mobile
by 2017
• Mobile optimised creatives are the future for everyone
but in the meantime you need to at least ensure your
designs are mobile friendly

QUESTIONS?
Suzanna Chaplin – schaplin@freemaxmedia.com
Warrick Lambert – wlambert@freemaxmedia.com

Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media

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Successful Email Campaigns for the Multi-Channel Age - Suzanna Chaplin & Warrick Lambert. Freemax Media