Mobile Email Marketing: Small Screen, Big Opportunity
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The document discusses best practices for mobile email marketing. It recommends designing emails optimized for mobile first, keeping content short and scannable on small screens. Key tactics include front-loading subject lines, using pre-headers, stacking content, and avoiding columns. CSS media queries can reformat emails for different devices, but testing is required. Overall, the best approach is coding one email that works for both desktop and mobile.
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Mobile Email Marketing: Small Screen, Big Opportunity
- 2. Adam Q. Holden-Bache CEO, Mass Transmit aholden-bache@masstransmit.com | @adamholdenbache Rich Barrett Creative Director, Mass Transmit rbarrett@masstransmit.com | @richcbarrett Scott Hardigree CEO, Indiemark scott@indiemark.com | @indiescott
- 3. We provide the services , tools , and expertise that enterprises need to create and manage digital communications across email , social , and mobile marketing channels.
- 6. SEM Twitter hashtag: #mtwebinar
- 7. SEM Mobile Email Has Arrived
- 9. Smartphones: Platform Market Share Source: Nielsen, September, 2011
- 12. Source: Campaign Monitor, June 2011 Most Popular Email Clients
- 15. iPhone is now the 2nd most popular email client, second only to Outlook. #mtwebinar Tweet-worthy Takeaway:
- 16. SEM Mobile Email Marketing Strategy
- 19. SEM 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? Plan for mobile beyond email
- 20. Mobile email marketing is growing fast but it doesn’ t stop at the inbox. You ’ ve got to mobilize the destination too. #mtwebinar Tweet-worthy Takeaway:
- 21. SEM Mobile Email Marketing: Copy & Design
- 27. When crafting emails, think about mobile usability first. #mtwebinar Tweet-worthy Takeaway:
- 28. SEM Mobile Email Marketing Coding
- 30. SEM There are no standards
- 31. SEM 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. Viewport Meta Tag <meta name = “ viewport ” content = “ width = 320 ” >
- 33. Stop using a mobile-friendly LINK, start using mobile-friendly CODE. #mtwebinar Tweet-worthy Takeaway:
- 35. SEM Q&A Ask questions in chat window or via Twitter using #mtwebinar
- 37. Slideshare: Presentation can be viewed at http://slideshare.net/masstransmit
- 38. Adam Q. Holden-Bache 704-706-2670 x200 [email_address] @adamholdenbache Scott Hardigree 407-970-9372 [email_address] @indiescott
Editor's Notes
- Smartphone penetration will reach 38% of mobile users and 28.8% of the overall US population by the end of this year. The number of smartphone users is set to increase nearly 50% (49.6%) this year to 90.1 million users. Source: http://www.emarketer.com/blog/index.php/quick-stat-smartphone-users-account-38-mobile-phone-users/
- Source: http://www.comscore.com/Press_Events/Press_Releases/2011/8/comScore_Reports_July_2011_U.S._Mobile_Subscriber_Market_Share comScore Reports July 2011 U.S. Mobile Subscriber Market Share Source: blog.nielsen.com/nielsenwire/online_mobile/40-percent-of-u-s-mobile-users-own-smartphones-40-percent-are-android 40% of mobile consumers now have a smartphone Other source: http://www.emarketer.com/blog/index.php/quick-stat-apples-share-smartphone-market-reach-30-year/
- Return Path “ Email on the Move: The Future of Mobile Messaging ” , May 2011 http://www.returnpath.net/blog/intheknow/2011/05/mobile-email-study-finds-81-growth-in-email-activity-on-mobile-ipad-tablet-viewership-increasing/
- Apple device users are nearly 8 times more active with email on their mobile device than Android users. The iPhone is still the most popular Apple device for managing email, but the iPad is quickly gaining ground. Tablet devices will increasingly need to be considered in the overal email marketing mix as they gain more market penetration.
- Merkle &quot;View From the Digital Inbox 2011
- Poll: What smartphone platform do you use? Android Apple (iPhone, iPad) RIM Blackberry Windows Mobile Other
- Do you currently optimize your email campaigns and web site for mobile display? Both Emails only Web site only Neither
- SCOTT Subject lines: There is a lot above contradictory research subject line length. [alchemyworx study] As in the example, long will push the creative down but don ’ t sacrifice the open for the creative. A higher CTA will compensate. Copy: Use the bare minimum needed to get across your offer or information. This may mean using small amounts of copy and linking to your site more often, or simply reducing the amount of textual content in your campaigns.
- SCOTT
- SCOTT
- If the elements of your design are made according to a proper grid, their relational proportions will scale down in proper ratio to each other.
- Poll: Do you design and program your email campaigns in-house or use a vendor/ESP? I do everything in-house I do copy and design in-house only I do all production in-house but use an ESP for delivery I use a vendor for all services
- http://mturl.bz/mOVsk8