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Optimizing For The Small Screen
 Optimizing Emails for Mobile Devices: Trends,
           Tips and Best Practices




August 19, 2010 – Silverpop Webinar @Silverpop
Speakers and Agenda

•   Len Shneyder                     •   The Mobile Landscape
    – Director of Deliverability &   •   The Nuts & Bolts of Mobile
      Messaging
                                     •   Rendering Tools & Testing
    – Unica
                                     •   Q&A
                                     •   Wrap-Up and Survey


•   Loren McDonald
    – VP, Industry Relations
    – Silverpop
    – Moderator
Nielsen Study Headline…
Buried in Nielsen blog…
Email Remains Top on Mobile Internet Activities
…the dominance of email activity on mobile devices continue with an
increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.
Optimizing For The Small Screen

Len Shneyder, Director of Deliverability & Messaging, Unica
The Mobile Landscape




                              Confidential
2010 Unica Corporation
With 4.6 billion current mobile
      subscriptions projected to
      surge to 6.5 billion mobile
     connections by 2014, there's
             no denying it:
     Mobile is no longer the future,
            it’s the present!
                         Confidential
2010 Unica Corporation
Everything is a mobile device.




                                  Confidential
2010 Unica Corporation
The Mobile Explosion
                                                                                                 “The day when more people
                Mobile Phone Email Users (millions)                                             read and respond to email via
                                                                                                    their handhelds than any
1,200                                                                                           other platform is approaching,
                                                                                                 underscoring how critical it
1,000                                                                                             is to build email campaigns
   800                                                                                                that are optimized for
                                                                                                         mobile devices.”
   600                                                                                              - Mobile Marketer, October 13, 2009

    400                                                                        1,107
    200                                                        659
                     139          234           392
      0                                                                                           Mobile Internet adoption is
                                                                                                  outpacing desktop adoption
                  2009         2010                                                                         by 8X
                                             2011                                                  - Morgan Stanley, Web 2.0 Summit,
                                                             2012                                          October 20, 2009
                                                                               2013

                   Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com.


                                                                Confidential
2010 Unica Corporation
The Industry is Evolving




                                  Confidential
2010 Unica Corporation
Cha-cha-cha-changes




                               Confidential
2010 Unica Corporation
Mobile Is Global, but there are clear
                  leaders




                                  Confidential
2010 Unica Corporation
eReaders – New Mobile Vanguards




                                Confidential
2010 Unica Corporation
Mobile is not just on the go




                                   Confidential
2010 Unica Corporation
More food for thought: Social vs. Email
                                                 Email is the lubricant and
                                                 glue of social media.

                                                 Social actions translate
                                                 into email notifications.

                                                 Businesses are
                                                 increasingly leveraging
                                                 social channels.




                                  Confidential
2010 Unica Corporation
Mobile Marketing Food Pyramid


                                                Mobile
                                               Lifestyle



                                               Location
                                                Based



                                     Coupon                     Mobile
                                    Barcodes                    Email



                                     Mobile                     Mobile
                                    Video/TV                    Games



                          Mobile
                                                 SMS                     MMS
                         Internet

                                                 Confidential
2010 Unica Corporation
The Nuts & Bolts of Mobile




                                 Confidential
2010 Unica Corporation
Mobile isn’t tied to any specific mail client




                                   Confidential
2010 Unica Corporation
Mobile Email Crosses Borders

                                                A recent study found that
                                                 52% of mobile phone
                                                owners access the same
                                                email account across
                                                multiple devices (PCs,
                                                laptops, mobile phones,
                                                etc.), with the other 48%
                                                using a distinct account for
                                                mobile-email only.




                                 Confidential
2010 Unica Corporation
Marketing Communications Inter-related

Deployment
  Server


                          ISP
                         Server




                                   Content Filters
                                       RBLs


                                   Volume Blocks
                                  Complaint Blocks


                                   Bounce Blocks
                                     Blacklists
                                       Confidential
2010 Unica Corporation
Who is viewing your mail and how?




                                 Confidential
2010 Unica Corporation
Old Mobile Rendering – TEXT Rules




                                Confidential
2010 Unica Corporation
New Mobile Rendering




                                Confidential
2010 Unica Corporation
Problems May Be Small & Nuanced




                                Confidential
2010 Unica Corporation
Don’t Waste Your Customer’s Time




                                Confidential
2010 Unica Corporation
Properly executed mobile email




                                 Confidential
2010 Unica Corporation
Not optimized for mobile




                                  Confidential
2010 Unica Corporation
Pre-Headers – The Jury Is Still Out




                                  Confidential
2010 Unica Corporation
The Same Rules Apply

  CSS has varied support depending on the mobile
   device/email client in question.
          – Inline-Styles are more widely support than Style Sheets
  Brand yourself at the top of your email, your fold line is a
   matter of inches so be sure who you are and what your
   email is attempting to convey is easily discerned
  Forms and scripts will appear as problematic in mobile
   clients
  Use single column layouts vs. double or triple column



                                       Confidential
2010 Unica Corporation
Rendering Tools & Testing




                                 Confidential
2010 Unica Corporation
Design optimization is a process:
                  1 – Test Your Links & Images




                                  Confidential
2010 Unica Corporation
A 2nd set of eyes never hurts
                  2 – Check your spelling




                                  Confidential
2010 Unica Corporation
The best defense against poor rendering
                  3 – Validate your code




                                 Confidential
2010 Unica Corporation
Visualize the future
                  4 – See what your customers are seeing!




                                 Confidential
2010 Unica Corporation
Contact Information / Q & A

•   Len Shneyder, Unica
    – lshneyder@unica.com
    – Twitter: @LenShneyder




•   Loren McDonald, Silverpop
    – lmcdonald@silverpop.com
    – Twitter: @LorenMcDonald
    – Twitter: @silverpop
Resources



• Resource Center
   –   White papers
   –   Archived Webinars
   –   Blogs
   –   Case studies
   –   Newsletters
   –   http://www.silverpop.com/marketing-resources/index.html
• Many presentations available on SlideShare
   – www.slideshare.net/Silverpop
Thank You!

  On Twitter: @Silverpop
www.slideshare.net/silverpop
   www.silverpop.com

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Optimizing Email for Mobile Devices

  • 1. Optimizing For The Small Screen Optimizing Emails for Mobile Devices: Trends, Tips and Best Practices August 19, 2010 – Silverpop Webinar @Silverpop
  • 2. Speakers and Agenda • Len Shneyder • The Mobile Landscape – Director of Deliverability & • The Nuts & Bolts of Mobile Messaging • Rendering Tools & Testing – Unica • Q&A • Wrap-Up and Survey • Loren McDonald – VP, Industry Relations – Silverpop – Moderator
  • 4. Buried in Nielsen blog… Email Remains Top on Mobile Internet Activities …the dominance of email activity on mobile devices continue with an increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.
  • 5. Optimizing For The Small Screen Len Shneyder, Director of Deliverability & Messaging, Unica
  • 6. The Mobile Landscape Confidential 2010 Unica Corporation
  • 7. With 4.6 billion current mobile subscriptions projected to surge to 6.5 billion mobile connections by 2014, there's no denying it: Mobile is no longer the future, it’s the present! Confidential 2010 Unica Corporation
  • 8. Everything is a mobile device. Confidential 2010 Unica Corporation
  • 9. The Mobile Explosion “The day when more people Mobile Phone Email Users (millions) read and respond to email via their handhelds than any 1,200 other platform is approaching, underscoring how critical it 1,000 is to build email campaigns 800 that are optimized for mobile devices.” 600 - Mobile Marketer, October 13, 2009 400 1,107 200 659 139 234 392 0 Mobile Internet adoption is outpacing desktop adoption 2009 2010 by 8X 2011 - Morgan Stanley, Web 2.0 Summit, 2012 October 20, 2009 2013 Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com. Confidential 2010 Unica Corporation
  • 10. The Industry is Evolving Confidential 2010 Unica Corporation
  • 11. Cha-cha-cha-changes Confidential 2010 Unica Corporation
  • 12. Mobile Is Global, but there are clear leaders Confidential 2010 Unica Corporation
  • 13. eReaders – New Mobile Vanguards Confidential 2010 Unica Corporation
  • 14. Mobile is not just on the go Confidential 2010 Unica Corporation
  • 15. More food for thought: Social vs. Email Email is the lubricant and glue of social media. Social actions translate into email notifications. Businesses are increasingly leveraging social channels. Confidential 2010 Unica Corporation
  • 16. Mobile Marketing Food Pyramid Mobile Lifestyle Location Based Coupon Mobile Barcodes Email Mobile Mobile Video/TV Games Mobile SMS MMS Internet Confidential 2010 Unica Corporation
  • 17. The Nuts & Bolts of Mobile Confidential 2010 Unica Corporation
  • 18. Mobile isn’t tied to any specific mail client Confidential 2010 Unica Corporation
  • 19. Mobile Email Crosses Borders A recent study found that 52% of mobile phone owners access the same email account across multiple devices (PCs, laptops, mobile phones, etc.), with the other 48% using a distinct account for mobile-email only. Confidential 2010 Unica Corporation
  • 20. Marketing Communications Inter-related Deployment Server ISP Server Content Filters RBLs Volume Blocks Complaint Blocks Bounce Blocks Blacklists Confidential 2010 Unica Corporation
  • 21. Who is viewing your mail and how? Confidential 2010 Unica Corporation
  • 22. Old Mobile Rendering – TEXT Rules Confidential 2010 Unica Corporation
  • 23. New Mobile Rendering Confidential 2010 Unica Corporation
  • 24. Problems May Be Small & Nuanced Confidential 2010 Unica Corporation
  • 25. Don’t Waste Your Customer’s Time Confidential 2010 Unica Corporation
  • 26. Properly executed mobile email Confidential 2010 Unica Corporation
  • 27. Not optimized for mobile Confidential 2010 Unica Corporation
  • 28. Pre-Headers – The Jury Is Still Out Confidential 2010 Unica Corporation
  • 29. The Same Rules Apply  CSS has varied support depending on the mobile device/email client in question. – Inline-Styles are more widely support than Style Sheets  Brand yourself at the top of your email, your fold line is a matter of inches so be sure who you are and what your email is attempting to convey is easily discerned  Forms and scripts will appear as problematic in mobile clients  Use single column layouts vs. double or triple column Confidential 2010 Unica Corporation
  • 30. Rendering Tools & Testing Confidential 2010 Unica Corporation
  • 31. Design optimization is a process: 1 – Test Your Links & Images Confidential 2010 Unica Corporation
  • 32. A 2nd set of eyes never hurts 2 – Check your spelling Confidential 2010 Unica Corporation
  • 33. The best defense against poor rendering 3 – Validate your code Confidential 2010 Unica Corporation
  • 34. Visualize the future 4 – See what your customers are seeing! Confidential 2010 Unica Corporation
  • 35. Contact Information / Q & A • Len Shneyder, Unica – lshneyder@unica.com – Twitter: @LenShneyder • Loren McDonald, Silverpop – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @silverpop
  • 36. Resources • Resource Center – White papers – Archived Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html • Many presentations available on SlideShare – www.slideshare.net/Silverpop
  • 37. Thank You! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com