The number of emails opened on mobile devices has grown more than 500% since 2011. Tons of copy, tiny text, and static layouts no longer cut it—subscribers expect emails that are legible, relevant, and easy to use. In this session, we'll take a look at the challenges of optimizing for mobile, support for responsive email (no, it doesn't work everywhere!), and how innovations like Apple Watch may change our email marketing strategies.
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Source: BlueHornet Study: Consumer Views of Email Marketing
0 25 50 75 100
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
If you get a mobile email that
doesn’t look good, what do you do?
80.3%
30.2%
13.5%
3.8%
6.3%
5. @meladorri // @litmusapp #savagemarketing
80% of subscribers delete emails
that look bad on their phones…
…and 30% unsubscribe
Source: BlueHornet Study: Consumer Views of Email Marketing
12. @meladorri // @litmusapp #savagemarketing
CONTEXTUALLY-AWARE EMAIL
User: What can we contextualize about the
user to create a better experience?
Task: What is the user trying to accomplish?
Environment: Where and when is the user?
Technology: What device is being used?
13. @meladorri // @litmusapp #savagemarketing
User: What can we contextualize about the
user to create a better experience?
Task: What is the user trying to accomplish?
Environment: Where and when is the user?
Technology: What device is being used?
CONTEXTUALLY-AWARE EMAIL
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8%
56%
Source: Litmus Email Analytics
Growth in mobile email opens: 2011-2016
+600%
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70%+ open on mobile < 15% open on mobile
Know your audience.
17. @meladorri // @litmusapp #savagemarketing
User: What can we contextualize about the
user to create a better experience?
Task: What is the user trying to accomplish?
Environment: Where and when is the user?
Technology: What device is being used?
CONTEXTUALLY-AWARE EMAIL
27. @meladorri // @litmusapp #savagemarketing
click rate for first link in responsive emails
+30%
Does responsive email perform better?
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
28. @meladorri // @litmusapp #savagemarketing
+15%
Does responsive email perform better?
Responsive design results in a 15%
increase in unique clicks for mobile users.
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
29. @meladorri // @litmusapp #savagemarketing
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4% 11.5% 58
Difference -13.7% 130% 93.3%
Source: https://litmus.com/blog/responsive-design-ab-testing-leads-to-a-130-increase-in-clicks
… and can impact more than opens/clicks…
33. @meladorri // @litmusapp #savagemarketing
Device ≠ App
You can’t say
“responsive email
works on an iPhone.”
It depends.
Inbox by Gmail (iOS) Mail (iOS)
34. @meladorri // @litmusapp #savagemarketing
“Hybrid” or “Spongy” email development
@ActionRocket
@flcarneiro
@moonstrips
@mike_ragan
http://labs.actionrocket.co/the-hybrid-coding-approach
http://www.emaildesignreview.com/email-design-best-practice/googles-embarrassing-email-problem-2465/
http://webdesign.tutsplus.com/tutorials/creating-a-future-proof-responsive-email-without-media-queries--cms-23919
https://www.campaignmonitor.com/blog/email-marketing/2014/07/creating-a-centred-responsive-design-without-media-queries/
36. @meladorri // @litmusapp #savagemarketing
SUBSCRIBER EXPERIENCE
From name
Subject
line
Preview
text
Open Tap/Click Page/Site
Inbox Email/Body
Page/Sit
e
37. @meladorri // @litmusapp #savagemarketing
From name
Subject
line
Preview
text
~25 characters
~35 characters
~85 characters
Optimize the envelope fields
>>> bit.ly/preview-text
45. @meladorri // @litmusapp #savagemarketing
‣ What is your goal?
‣ Is the landing page optimized?
Should it be?
‣ Can the CTA be achieved on mobile?
‣ Is it tappable?
‣ How many clicks/taps/actions are
required?
Get the conversion
Page/Site