6. +330% +115%
since 2011 last 18 months
+38%
last 12 months
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7. Mobile Market Share
Other
Smartphone OS Share
1% 0.4%
Others 1.7%
Symbian 0.6%
1.2%
iPad
Microsoft 2.9%
27% 3.0%
Blackberry 6.4%
iPhone 3.5%
56% iOS 36.3%
Android 20.9%
53.4%
16% Android 69.7%
0% 20% 40% 60% 80%
Mobile Email Opens US Worldwide
Source: Litmus Email Analytics Sources: ComScore (US); Gartner (Worldwide)
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8. Know Your Audience
What percentage of customers/prospects
interact with your organization’s mobile
email messages?
• 31% of marketers don‟t
know their mobile email
open rate
• 33% don‟t know their
mobile click rate
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10. “ some of our major retail brands
are seeing 60% of their subscribers
viewing on a mobile device ”
—Cara Olson, Digital Evolution Group
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11. Screensize-apalooza Excite 13
Nexus 7 8.5” wide
iPad Mini 7.3” wide
Galaxy Note II
5.3” wide
iPhone BB Bold 3.2” wide
2.3” wide 2.6” wide
Small Medium Large
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12. Android Screen Sizes & Densities
ldpi mdpi hdpi xhdpi
small 1.7% 1%
normal 0.4% 11% 50.1% 25.1%
large 0.1% 2.4% 3.6%
xlarge 4.6%
Source: http://developer.android.com/about/dashboards/index.html
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15. • Rewards Network: CTR increased by more than 25%
• Deckers: 10% increase in CTR; 9% increase in mobile opens
• Crocs: 7.66% lift in CTOR; 15.63% lift in iPhone „read‟
engagement; 8.82% lift in mobile „read‟ engagement
• SavvyMom: 3x lift in CTOR. 12% of those who opened on
mobile clicked vs. 6% who opened on desktop
Responsive web results: http://www.lukew.com/ff/entry.asp?1691
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17. One Chance to Make an Impression
How does a poorly designed email
affect your perception of the brand?
File it 3.50%
Read anyway 7.60%
Don't know 9.40% Strongly Neutral
Negative 24.60%
View on computer 17.70% 24.10%
Unsubscribe 18%
Delete it 69.70% Slightly
Negative
51.30%
If you get a mobile email that doesn‟t look good, what do you do?
BlueHornet Study: Consumer Views of Email Marketing
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25. 49% one handed
36% cradled
67% used right thumb on the screen
33% used left thumb on the screen
15% two handed
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php
26. Only 10% used their phones in landscape mode
http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php
28. As with most
things with
email, there’s
not a one-size-
fits-all
approach
(sorry to disappoint you)
29.
30. Agnostic/Scalable/Aware
• One layout for all screen sizes
• Single column design
Best For
– 320-500px
• Large text & buttons When you’re
• Generous white space ready for
change, but don’t
• Clear calls to action have tons of
• Short, concise body copy resources
31.
32. Fluid Design/Layout
• Use percentages for
widths
• Adapts to fill the screen Best For
it‟s viewed on; text wraps
automatically Lots of text and
• Most effective for simple just a few images;
layouts automated
campaigns
33.
34. Responsive Design
• Uses media queries or @media with fluid elements
• Not a “line of code”, more like a conditional statement that
enables alternate styles
– If the screen size is x, then display y
– If the screen size is x, then increase headline size to y
– If screen size is x, then show image at 100%
• Detects screen size of the device being read on and enables
alternate styles accordingly
35. Media queries are not universally supported.
Notable detractors:
• Android Gmail
• Windows Phone
Best For
Heavy mobile audiences;
travel alerts; mobile app; tech
companies
Source: http://stylecampaign.com/blog/2012/10/responsive-email-support/
36. Adaptive Design
• Typically used interchangeably with “responsive”
• Most designs that we call responsive are really adaptive
• Instead of utilizing fluid grids and images, the media query is
relied upon to display a desktop “state” and a mobile “state” of
the email
• Not always two separate versions, although this is possible
37. Writing a media query
• Start simple: try resizing fonts, scaling images, hiding content or
changing context
• Screen size vs. viewport
• Max-width vs. Max-device-width
47. • Support the subject line with
a creative, useful or helpful
preheader.
– Call-to-action
– Special offer
– Reminder
– Clickable/measurable
– NOT “having trouble…?”
48. Bigger is Better
• Body copy: 16px+
• Headlines: 22px+
• Buttons: 44px by 44px
• Space: 10px+
49.
50. • Optimize the left-hand
side for Android.
• Pertinent
information
• Call-to-action
• Links
http://stylecampaign.com/blog/2012/08/12-android-preview-pane-tips/
http://stylecampaign.com/blog/2012/08/android-grid-of-grim/
51.
52. • Tappable touch targets
• Bulletproof buttons that don’t rely
on an image
• Left-hand side
57. One Thumb/One Eyeball
• 39% of smartphone admit to being on their mobiles in the bathroom (the
other 61% are liars!)
• The average person looks at their phone 150 times a day. Most of these
are brief interactions lasting a few minutes at best.
• Context switch, hierarchy switch
• Don‟t say “click” – device specific copy yields 9-24% increase in CTR
• Do mobile users respond better to different types of content?
– Inherent dilemma, dirty the testing waters
• Legibility
63. Campaign Monitor
RED Guide
http://www.campaignmonitor.com/g
uides/mobile/
64. Resources
litmus.com/blog Media Post Email Insider columns
stylecampaign.com/blog A List Apart / A Book Apart
campaignmonitor.com/blog Ethan Marcotte
blog.mailchimp.com Luke Wroblewski
emaildesignreview.com Twitter community
mobileawesomeness.com
mediaqueri.es
66. Get in touch
Justine Jordan
@meladorri @litmusapp
hello@litmus.com
Notas del editor
It’s your BRAND in someone’s inbox… Data is important, but so is design.
Support the subject line with a creative, useful or helpful preheader (NOT “having trouble…?”)Call-to-actionSpecial offerReminderClickable/measurable
After the from/subject/preheader, you get the open.The preview pane still counts, but has a different form factor
After the from/subject/preheader, you get the open.The preview pane still counts, but has a different form factor
One-handed use seems to be highly correlated with users’ simultaneously performing other tasks. Many of those using one hand to hold their phone were carrying out other tasks such as carrying bags, steadying themselves when in transit, climbing stairs, opening doors, holding babies, and so on.Left handedness in the general population: 10%
One-handed use seems to be highly correlated with users’ simultaneously performing other tasks. Many of those using one hand to hold their phone were carrying out other tasks such as carrying bags, steadying themselves when in transit, climbing stairs, opening doors, holding babies, and so on.
Advantages: You create a “one and done” template for your email that you can send to all subscribers without needing complicated coding to make sure it renders correctly on different screen sizes as well as in portrait (vertical) and landscape mode on phones and tablets. “We found that a screen-agnostic approach did not depend on technology to render the correct version,” says Brian Brown of ideapark, a Silverpop agency partner. “We also found the code base was a little lighter, and the workflow was simplified.” Disadvantages: Focusing on simple and big can make complex emails with multiple elements more challenging. It also sacrifices functionality, such as two-column layouts. As scalable layouts are fixed-width — be itskinny or not — they work well for iOS since content is automatically scaled to the screen width, but are not optimal for other platforms like Android.
Fairly easy to implementFew rendering issuesVery small and very large screens can be hard to read
Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.
Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.
Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.
Watch file size; use for key elements rather than the entire layout.
Snapshot of the challenges and diversity of devicesNokia Remote Device Access is a great way to experience Symbian first hand.
Really long subject lines can enhance… or distract.
Really long subject lines can enhance… or distract.