Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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

4. YES!
@signupto

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

10. Email is mobile
marketing
@signupto

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 doesn’t 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 fit 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

22. Make things easy
@signupto

23. When’s 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

27. But even better...
@signupto

28. @signupto

29. Let people decide when’s best for them
@signupto

30. !
@SIGNUPTO
WWW.SIGNUPTO.COM