Email marketing in a mobile world
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This document discusses the continued relevance and importance of email marketing, especially on mobile devices. It notes that email is still the most successful digital marketing activity according to marketers. While email opens on desktops used to dominate, mobile email opens now account for 47% of opens and will reach 60% by late 2014. The document provides tips on optimizing emails for mobile, such as responsive design and considerations like single columns and clear calls-to-action. Though only 18% of emails are currently optimized for mobile, the time is 3pm on Thursdays when most opens and clicks occur, though letting subscribers choose their preferred schedule is also recommended.
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Email marketing in a mobile world
- 1. Email in a mobile world
- 2. @signupto
- 3. Is email still relevant? SMS Email Facebook Google+ LinkedIn Tumblr Twitter Pinterest 0 1,750 3,500 2103 Active Users (Millions) @signupto 5,250 7,000 2012
- 5. 67% of marketers say email is their most successful digital marketing activity (CMO Council) @signupto
- 6. Why? Personal & private Non proprietary Save for later @signupto
- 7. 27% of email opens were mobile in 2011 (Knotice, H2 2011) 27% 73% Mobile @signupto Desktop
- 8. 47% of email opens are mobile today (Litmus, October 13) 53% Mobile @signupto 47% Desktop
- 9. but this will reach 60% by late 2014 40% 60% Mobile @signupto Desktop
- 11. 50% + of all mobile purchases are triggered by email (Exact Target) @signupto
- 12. 33% use mobile to screen their emails (STEEL) 70% of users will just delete if it doesnt look good @signupto (Blue Hornet)
- 13. but... @signupto
- 14. @signupto
- 15. 18% of emails are optimised for mobile (Experian) @signupto
- 16. How to optimise for mobile @signupto
- 17. Simple: design for mobile as the target platform @signupto
- 18. Better: Responsive design Adapts to 鍖t the viewing device (mostly) Uses CSS media queries Hide, resize or show different elements @signupto
- 19. @signupto
- 20. Key considerations Small viewing area Single column Short attention span Clear call-to-action / large interaction area Optimise your subject line and pre-header Make sure your site works well on mobile! @signupto
- 21. @signupto
- 23. Whens best to send? @signupto
- 24. We looked at a few billion emails and... @signupto
- 25. Time of day - 3pm 12am 1am 2am 3am 4am 5am 6am 7am 8am Opens @signupto 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm Clicks
- 26. Day of week - Thursday Monday Tuesday Wednesday Opens @signupto Thursday Friday Saturday Clicks Sunday
- 28. @signupto
- 29. Let people decide whens best for them @signupto