Optimising Emails for Mobile - Why Bother?

Emails opens on mobile devices increased by 350% since January 2011. 80% of people will delete or unsubscribe an email if it is not optimised for their mobile device. This presentation outlines why it is so important and how to make it work across all email clients and platforms.

Transcript

1. OPTIMISING EMAILS FOR MOBILE - WHY BOTHER? Sophie Mitchell @smitchio
2. OVERVIEW • Why Email Matters • Why Mobile Matters to Email • Approaches • Considerations when Designing and Building • Engagement vs User Experience • Best Practices • Examples
3. EMAILS ARE AWESOME!
4. WHY EMAIL MATTERS ! You only get one shot to get it right. ! ! 80% of people will delete an email if it’s not optimised. ! ! Drive engagement. !
5. MOST POPULAR ACTIVITIES ON A SMARTPHONE 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# Em ail# W eb#Brow sing# Facebook# M aps/DirecCons# Gam es# General#Search# Share/Post#Photos# Local#Search# Read#New s#,#Sports# W atch#TV/Video#
6. WHY MOBILE MATTERS TO EMAIL Global smartphone sales have risen from 1.2% in 2012 to 7.3% in 2013 ! ! 7 out of 10 people now own a smartphone ! ! ! ! ! ! ! ! ! ! ! ! ! !
7. WHY MOBILE MATTERS TO EMAIL 47% Mobile 21% Webmail 32% Desktop Litmus, 2013
8. WHY MOBILE MATTERS TO EMAIL Mobile e-mail users will grow 28% in 2014 23% in 2015 ! ! ! ! ! ! ! in mobile opens since January 2011 350%
9. WHY MOBILE MATTERS TO EMAIL 90% smartphone owners access the same email account on mobile and desktop. ! ! 2-3% will open the same email later on the desktop ! ! Only 12% of newsletters use responsive design ! ! ! !
10. WHY MOBILE MATTERS TO EMAIL ! 32% of companies have no strategy in place for optimising email for mobile devices. 39% only have a ‘basic’ strategy. ! ! ! 80% of people delete an email that doesn't look good on their mobile device 30% will unsubscribe !
11. SHOULD WE STICK TO WHAT WE KNOW? FIXED WIDTH
12. OR ADOPT NEW METHODS? SCALABLE RESPONSIVE
13. DON’T FORGET… Design mobile first ! Desktop experience ! Keep ALL subscribers satisfied ! Be innovative
14. IS IT RIGHT FOR YOUR SUBSCRIBERS? Understand your subscribers ! Check the stats: ! - where ! - when ! - device ! - platform ! !
15. ENGAGEMENT vs USER EXPERIENCE Open / click rates are not a measurement of user experience.
16. ENGAGEMENT vs USER EXPERIENCE Positive user experience ! ! ! ! ! Negative user experience Positive engagement ! ! ! ! ! Negative engagement
17. WHAT SHOULD YOU CONSIDER? Design for your users’ contexts ! - environmental ! - social ! - technical ! - personal ! ! !
18. WHAT SHOULD YOU BE DOING? Optimise content for mobile devices to meet subscriber expectations
19. WHAT SHOULD YOU BE DOING? Simple, clear, user-friendly designs ! Eye-catching and quick-loading imagery Single column design (not essential but preferable) ! Legible text (without zooming) Optimise content for mobile devices to meet subscriber expectations
20. WHAT SHOULD YOU BE DOING? Maximum subject line & pre-header impact ! ! Preview pane optimisation Touch friendly and clear Call to Actions ! ! Easy to identify links (underlined & highlighted) Optimise content for mobile devices to meet subscriber expectations
21. WHAT SHOULD YOU BE DOING? YES & NO Hiding content for mobile devices?
22. THIS IS HOW TO DO IT GREGGS Mobile optimised Targeted campaign O2 PRIORITY Clear message Prominent CTA LINKED IN Compartmentalised, consistent, familiar, cards. !
23. BUILD & TEST It’s a difficult job… ! Test, improve, test again
24. CASE STUDY: EXPEDIA BEFORE: Multicolumn design Long navigation Small text Too much information Difficult to interact on small screen
25. CASE STUDY: EXPEDIA AFTER: Single column design Remove airplane imagery so text is full width Enlarge the CTA Scale down navigation Legible Simple
26. DON’T FORGET THE ‘POST CLICK’ However good your email and however optimised, you need to think about what you want the recipient to do next… ! ! Don’t forget, you only get one shot to get it right
27. THANKS & ACKNOWLEDGEMENTS Litmus & Campaign Monitor for their endless supply of statistics and case studies.