These are the presentation slides from the Mass Transmit Webinar "How To Create Successful Mobile Email Marketing Campaigns." The webinar covered the following topics: 1. Why You Need Effective Mobile Email Campaigns 2. How To Design Mobile Email Messages 3. The Technical Challenges Of Mobile Email 4. Responsive Email Design 5. Generating Conversions Through Mobile Email More info including webinar video available here: http://masstransmit.com/mt-resources/webinar-create-successful-mobile-email-marketing-campaigns/

1. HOW TO CREATE SUCCESSFUL
MOBILE EMAIL MARKETING CAMPAIGNS

2. ADAM Q. HOLDEN-BACHE CEO, MASS TRANSMIT
AHOLDEN-BACHE@MASSTRANSMIT.COM | @ADAMHOLDENBACHE
RICH BARRETT CREATIVE DIRECTOR, MASS TRANSMIT
RBARRETT@MASSTRANSMIT.COM | @RICHCBARRETT

3. Mass Transmit
Mass Transmit provides professional marketers with
Mass Transmit = email tools, services and expertise. We create email
Email Marketing
communications, manage data integration, deliver
email campaigns and measure campaign
performance. We produce email marketing that
generates measurable results.
Mass Transmit

4. About Mass Transmit
We re headquartered in New York City with offices
in Charlotte NC and Seattle WA.
Our 22-person team is comprised of strategists,
creatives and techies; all of whom are thought-
leaders in their respective specialties.
We ve been neck-deep in online marketing since
1996 and along the way have provided services to
a wide range of clients including….
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5. We Work With

6. Twitter hashtag: #mtwebinar
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7. Why You Need Effective
Mobile Email Campaigns
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8. The Rise Of The Smartphone
• 234 million mobile users in the US
• 119.3 million smartphone users
• 51% of all mobile users use smartphones
(up from 38% last year)
• 2 out of 3 new purchases are smartphones
• Smartphones will outsell PC s by end of
this year
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10. 82% of smartphone users
check and send email with their device.
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11. 38% of all emails are opened on a mobile device,
an increase of 80% over the past 6 months.
Now more than desktop (33%) or webmail (31%).
Source: Litmus, September 2012
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12. Source: Litmus, September 2012
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13. Smartphones: Platform Market Share
Source: Nielsen, July, 2012
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14. Email Opens By Device
Source: Litmus, October 2012
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15. Most Popular Email Clients
Apple iOS (iPhone & iPad) 35% Yahoo! Mail 10%
Outlook 20% Gmail 8%
Live Hotmail 14% Google Android 5%
Apple Mail 11% Windows Live Mail 2%
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16. 90% of smartphone owners
access the same email account on mobile
and desktop.
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17. 10% of consumers use mobile as
their primary device for checking email.
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18. 39% of companies said their mobile strategy was
non-existent , and 48% don t know if their emails
are read on mobile devices.
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19. Tweet-worthy Takeaway:
38% of all emails are opened on a mobile device.
#mtwebinar
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20. How To Design
Mobile Email Messages
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21. The Mobile Inbox
Front-load subject lines
35 characters or less for iPhone
Pre-headers are important
Keep them short
(under 80 characters)
Use to supplement subject line
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22. Content Considerations
• Keep it short and to the point
• Direct, easy to see calls to action
• Divide content into sections
• Prioritize content blocks by stacking
• Remove low priority content or link to it on your mobile-friendly web site
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23. Simplify Layouts
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24. Plan For iPhone Scaling
Email widths at 640px will scale evenly
to the iPhone standard of 320px
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25. Design for touch
• Buttons should be 44x44px minimum with 10px padding to
accommodate touch
• Design entire sections to be clickable
• Consider adding additional clickable space around buttons
• Longer text links work better as they provide more room for
touch
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26. Avoid Mistaps
These items are not
touch-friendly at
scaled display
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27. Text To Win
• Headlines should be at least 30px
• Body Copy should be 14px minimum
• Try to avoid using font sizes below 13px
• iOS will auto-scale small text sizes up to 13px. This may break your
layout!
• Can eliminate auto-adjust for iPhone and Android:
-webkit-text-size-adjust: none;
• Remember iOS devices will change dates, times and addresses to
blue links. You can use styles to override that.
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28. Mobile Design Best Practices
• Think about mobile first
• Stack content, avoid columns
• Make content areas fluid, not fixed
• Simple, bold images are the most clear and readable
• Keep file size at a minimum
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29. Special Considerations For iPhone 5
• More content above the
fold
• Consider adjusting
media query settings to
(max-device-width:
568px) vs. 480px for
the iPhone 4.
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30. Tweet-worthy Takeaway:
When designing mobile emails, minimize content,
reduce file size and plan for scaling and touch.
#mtwebinar
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31. Mobile Email Coding
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32. Understand Your Audience
• Use email client detection services to understand how much of your
audience is on mobile devices and their platform breakdown.
(Services available from Litmus and Return Path)
• Optimize your emails based on mobile detection reporting.
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33. Scalable vs. Fixed
Scalable emails are designed and programmed so the
layout adjusts to the width of the environment where it
is read.
Fixed emails are usually designed at 320px to display
nicely on a mobile device, but look skinny when
displayed on desktop clients.
Don t go fixed, go scalable.
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34. HTML
• All leading mobile platforms support HTML, but images are blocked in
some platforms
• There is little need for a Text or mobile friendly version message
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35. There Are No Standards
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36. Viewport Meta Tag
<meta name= viewport content= width=device-width,
initial-scale=1.0 >
Add the Viewport Meta Tag to assure the email scales
and fits the width of the iPhone.
Without the Viewport tag, the email is initially zoomed
out too far with extra white space on the side.
This will only help with scaling on iPhone but it doesn t
adversely affect the way your email displays on other
devices.
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37. Tweet-worthy Takeaway:
Optimize email messages for mobile by using
flexible HTML layouts.
#mtwebinar
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38. Responsive Email Design
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39. What Is Responsive Design?
One HTML file that uses CSS and media queries
to display certain content and layout based on
the device displaying the email.
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40. Responsive Design Benefits
• Creates a truly mobile optimized message
• Allows you to reformat content specifically for mobile users
• Allows you to hide and/or reveal content for mobile vs. desktop
audiences
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41. Responsive Design Challenges
• Doesn t work everywhere
• Requires designing at least two versions of the message
• Programming can be complicated
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42. Non-Responsive Email Responsive Email
Content Scales Down Content Reformats
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43. Media Query Support
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44. Responsive Design Options
• Change font styles for better legibility
Hide, move or wrap blocks of content
Resize an image
Hide or move an image
Swap, crop or hide a background image
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45. Is Responsive Design Right For You?
• If your recipients are reading your emails on both Apple and Android
devices, consider responsive design.
• If you have content heavy newsletters, consider responsive design.
• If you have a large mobile audience and have the budget, consider
responsive design (try it and test results).
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46. Tweet-worthy Takeaway:
Use responsive design to create a customized mobile
email experience.
#mtwebinar
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47. Generating Conversions
Through Mobile Email

48. Have A Great Call-To-Action
• Unique offer (email only offers work great)
• Very visible call-to-action copy and button
• Put call-to-action at top of message (and maybe bottom too)
• Make call-to-action easy to click
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49. Plan For Mobile Beyond Email
Mobile marketing is not limited to email. Your email will
likely link to your web site, landing pages, blog or social
media channels. Are they optimized for mobile?
Consider responsive design for your web site too!
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50. Track And Analyze
• Track conversions from email to web by using tracking pixel
• Review the mobile stats in your web site analytics
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52. Tweet-worthy Takeaway:
A complete mobile email marketing experience
includes a mobile optimized destination.
#mtwebinar
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53. Takeaways:
• Mobile email is here and growing fast
• There s no standardization between mobile devices
• Users will flip-flop between desktop and mobile
• A mobile optimized email can work for desktop, tablet and smartphone
• Coding emails for specific devices is possible but challenging
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54. Q&A
Ask questions in chat window or via Twitter using
#mtwebinar
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55. For Webinar Attendees Only:
Free Mobile Readiness Assessment
• See how your email renders across devices, full report
• Get specific suggestions for improvements
Email us
webinar@masstransmit.com
(please include a copy or link to your email)
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56. Slideshare:
Presentation can be viewed at
http://slideshare.net/masstransmit
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57. Thank You!
Adam Q. Holden-Bache
704-706-2670 x200
adam@masstransmit.com
@adamholdenbache
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