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WHY YOUR EMAILS
 FAIL IN MOBILE
 (and	
  why	
  you	
  should	
  care)




 Mark	
  Montgomery	
  French
 Global	
  Crea0ve	
  Director,	
  Acxiom	
  Digital	
  Agency	
  Services




©	
  2011	
  Acxiom	
  Corpora0on.	
  All	
  Rights	
  Reserved.
You’re a multichannel marketer.
You’re a multichannel marketer.
Mobile opens are up but
     Conversions are down. Why?
60


45


30


15


 0
 Q3’10     Q4’10   Q1’11   Q2’11
Your emails
suck in mobile.
   Let’s take a look.
BlackBerry
Get a Free Coupon for a Cupcake. Redeem It With    No images!
                Our Store Locator.
 To view this message as a web page, click here.
                                                   Alt text not present or not
                                                   displayed correctly

                                                   Difficult to scroll and click links
Android
          Doesn’t auto scale

          Can’t see web browser link

          Main message and call-to-action
          are hidden
Windows Phone 7
         No images!

         No ALT text

         Centered preheader text & view
         on mobile link not visible
iPhone
         Renders beautifully

         Auto scaling by default

         Many fonts too small

         Many links difficult to see or tap
But Mark,
  why should
 I care about
email in mobile?
Mobile will be the
dominant email view by
Christmas 2011
Smartphones now outsell
      desktop computers*

100MM new smartphones by Q4’11**

  100MM new tablets by Q4’11***

      *HuffingtonPost, 2/11 **Nielsenwire 3/11, ***Nielsenwire 3/11
Mobile will be the
dominant email view by
Christmas 2011
We are doing
mobile email
assessments.
 Creative • Strategy • Analytics
You have
8 months.
THANK YOU.
 Ques0ons?




©	
  2011	
  Acxiom	
  Corpora0on.	
  All	
  Rights	
  Reserved.

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Acxiom - email mobile rendering and why it matters

  • 1. WHY YOUR EMAILS FAIL IN MOBILE (and  why  you  should  care) Mark  Montgomery  French Global  Crea0ve  Director,  Acxiom  Digital  Agency  Services ©  2011  Acxiom  Corpora0on.  All  Rights  Reserved.
  • 4.
  • 5. Mobile opens are up but Conversions are down. Why? 60 45 30 15 0 Q3’10 Q4’10 Q1’11 Q2’11
  • 6. Your emails suck in mobile. Let’s take a look.
  • 7. BlackBerry Get a Free Coupon for a Cupcake. Redeem It With No images! Our Store Locator. To view this message as a web page, click here. Alt text not present or not displayed correctly Difficult to scroll and click links
  • 8. Android Doesn’t auto scale Can’t see web browser link Main message and call-to-action are hidden
  • 9. Windows Phone 7 No images! No ALT text Centered preheader text & view on mobile link not visible
  • 10. iPhone Renders beautifully Auto scaling by default Many fonts too small Many links difficult to see or tap
  • 11. But Mark, why should I care about email in mobile?
  • 12. Mobile will be the dominant email view by Christmas 2011
  • 13. Smartphones now outsell desktop computers* 100MM new smartphones by Q4’11** 100MM new tablets by Q4’11*** *HuffingtonPost, 2/11 **Nielsenwire 3/11, ***Nielsenwire 3/11
  • 14. Mobile will be the dominant email view by Christmas 2011
  • 15. We are doing mobile email assessments. Creative • Strategy • Analytics
  • 17. THANK YOU. Ques0ons? ©  2011  Acxiom  Corpora0on.  All  Rights  Reserved.