The number of emails opened on mobile devices has grown more than 500% since 2011. Tons of copy, tiny text, and static layouts no longer cut it—subscribers expect emails that are legible, relevant, and easy to use. In this session, we'll take a look at the challenges of optimizing for mobile, support for responsive email (no, it doesn't work everywhere!), and how innovations like Apple Watch may change our email marketing strategies.

1. @meladorri // @litmusapp #savagemarketing
savage@totalsavagetech.com
http://savagemarketingtech.com

2. @meladorri // @litmusapp #savagemarketing
Mobile Email
Optimisation

3. JUSTINE JORDAN
@meladorri @litmusapp
Slides + resources:
litmus.com/lp/savagetech

4. @meladorri // @litmusapp #savagemarketing
Source: BlueHornet Study: Consumer Views of Email Marketing
0 25 50 75 100
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
If you get a mobile email that
doesn’t look good, what do you do?
80.3%
30.2%
13.5%
3.8%
6.3%

5. @meladorri // @litmusapp #savagemarketing
80% of subscribers delete emails
that look bad on their phones…
…and 30% unsubscribe
Source: BlueHornet Study: Consumer Views of Email Marketing

6. @meladorri // @litmusapp #savagemarketing
WHY?

7. @meladorri // @litmusapp #savagemarketing
BROKEN
EMAILS

8. @meladorri // @litmusapp #savagemarketing
FRUSTRATING
EMAILS

9. @meladorri // @litmusapp #savagemarketing
EMAILS THEY
CAN’T READ

10. @meladorri // @litmusapp #savagemarketing
LET’S
FIX IT.

11. @meladorri // @litmusapp #savagemarketing
KEVIN
MANDEVILLE

12. @meladorri // @litmusapp #savagemarketing
CONTEXTUALLY-AWARE EMAIL
User: What can we contextualize about the
user to create a better experience?
Task: What is the user trying to accomplish?
Environment: Where and when is the user?
Technology: What device is being used?

13. @meladorri // @litmusapp #savagemarketing
User: What can we contextualize about the
user to create a better experience?
Task: What is the user trying to accomplish?
Environment: Where and when is the user?
Technology: What device is being used?
CONTEXTUALLY-AWARE EMAIL

14. @meladorri // @litmusapp #savagemarketing
Source: Litmus Email Analytics
Changes in email opens: 2011-2016

15. @meladorri // @litmusapp #savagemarketing
8%
56%
Source: Litmus Email Analytics
Growth in mobile email opens: 2011-2016
+600%

16. @meladorri // @litmusapp #savagemarketing
70%+ open on mobile < 15% open on mobile
Know your audience.

17. @meladorri // @litmusapp #savagemarketing
User: What can we contextualize about the
user to create a better experience?
Task: What is the user trying to accomplish?
Environment: Where and when is the user?
Technology: What device is being used?
CONTEXTUALLY-AWARE EMAIL

18. @meladorri // @litmusapp #savagemarketing
email receipt
requested from
an ATM transaction!

19. @meladorri // @litmusapp #savagemarketing

20. @meladorri // @litmusapp #savagemarketing

21. @meladorri // @litmusapp #savagemarketing
Context can affect conversion.
And it will.

22. @meladorri // @litmusapp #savagemarketing
WHAT IS
RESPONSIVE
EMAIL?

23. @meladorri // @litmusapp #savagemarketing
an email that responds to the
screen size its viewed on

26. @meladorri // @litmusapp #savagemarketing
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
Does responsive email perform better?

27. @meladorri // @litmusapp #savagemarketing
click rate for first link in responsive emails
+30%
Does responsive email perform better?
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing

28. @meladorri // @litmusapp #savagemarketing
+15%
Does responsive email perform better?
Responsive design results in a 15%
increase in unique clicks for mobile users.
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing

29. @meladorri // @litmusapp #savagemarketing
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4% 11.5% 58
Difference -13.7% 130% 93.3%
Source: https://litmus.com/blog/responsive-design-ab-testing-leads-to-a-130-increase-in-clicks
… and can impact more than opens/clicks…

30. @meladorri // @litmusapp #savagemarketing
WHAT IS
RESPONSIVE EMAIL
NOT?

31. @meladorri // @litmusapp #savagemarketing
Responsive email is not foolproof.

32. @meladorri // @litmusapp #savagemarketing
Responsive design is not
supported in Gmail.

33. @meladorri // @litmusapp #savagemarketing
Device ≠ App
You can’t say
“responsive email
works on an iPhone.”
It depends.
Inbox by Gmail (iOS) Mail (iOS)

34. @meladorri // @litmusapp #savagemarketing
“Hybrid” or “Spongy” email development
@ActionRocket
@flcarneiro
@moonstrips
@mike_ragan
http://labs.actionrocket.co/the-hybrid-coding-approach
http://www.emaildesignreview.com/email-design-best-practice/googles-embarrassing-email-problem-2465/
http://webdesign.tutsplus.com/tutorials/creating-a-future-proof-responsive-email-without-media-queries--cms-23919
https://www.campaignmonitor.com/blog/email-marketing/2014/07/creating-a-centred-responsive-design-without-media-queries/

35. @meladorri // @litmusapp #savagemarketing
THINK
INSIDE
the inbox

36. @meladorri // @litmusapp #savagemarketing
SUBSCRIBER EXPERIENCE
From name
Subject
line
Preview
text
Open Tap/Click Page/Site
Inbox Email/Body
Page/Sit
e

37. @meladorri // @litmusapp #savagemarketing
From name
Subject
line
Preview
text
~25 characters
~35 characters
~85 characters
Optimize the envelope fields
>>> bit.ly/preview-text

38. @meladorri // @litmusapp #savagemarketing
Preview text Optimisation guide >>> bit.ly/preview-text

39. @meladorri // @litmusapp #savagemarketing
Bigger is better
‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets
Tap/Click

40. @meladorri // @litmusapp #savagemarketing
iOS tries to help…
‣ Make phone calls
‣ Track packages
‣ Find addresses
‣ Create events
>>> bit.ly/ios-blue-links
Tap/Click

41. @meladorri // @litmusapp #savagemarketing
iOS will resize
fonts under 13px
Tap/Click

42. @meladorri // @litmusapp #savagemarketing
The rule
of thumb
40–60 pixels between elements

43. @meladorri // @litmusapp #savagemarketing
THINK
OUTSIDE
the inbox

44. @meladorri // @litmusapp #savagemarketing
SUBSCRIBER EXPERIENCE
Opt-In Inbox Email/Body Page/Site

45. @meladorri // @litmusapp #savagemarketing
‣ What is your goal?
‣ Is the landing page optimized?
Should it be?
‣ Can the CTA be achieved on mobile?
‣ Is it tappable?
‣ How many clicks/taps/actions are
required?
Get the conversion
Page/Site

46. @meladorri // @litmusapp #savagemarketing
Page/Site
>>> wtfmobileweb.com

47. @meladorri // @litmusapp #savagemarketing
Apple Watch
shows the plain
text version.

50. @meladorri // @litmusapp #savagemarketing
No text version?
No email.

51. @meladorri // @litmusapp #savagemarketing
Links are
disabled.
(no browser)
>>> bit.ly/watch-email

52. @meladorri // @litmusapp #savagemarketing
UTILIZE
YOUR
toolbox

53. @meladorri // @litmusapp #savagemarketing
FREE TEMPLATES
>>> bit.ly/slate-templates

54. @meladorri // @litmusapp #savagemarketing
litmus.com/giftcard // coupon code: SAVAGETECH
mobile testing + analytics

55. Thank you!
Slides + resources:
litmus.com/lp/savagetech

56. @meladorri // @litmusapp #savagemarketing
savage@totalsavagetech.com
http://savagemarketingtech.com