The mobile experience
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Mobile marketing is becoming a must for marketers. It is not just an app or a mobile site. Mobile is a new way for customers to consume your digital content.
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The mobile experience
- 1. Presented by Chris Munz @cmunzproject cmunz@fishbowl.com The mobile experience
- 2. Discussion Points • Brief History of the Smartphone • Why Mobile email is important • How Responsive design templates can create both mobile and desktop experience • Mobile experience after the email
- 4. Why is Mobile Email important? Global Smartphone unit sales are expected to grow 46% this year!
- 5. Email is dead……. “Email has had a good run as king of communicators. But its reign is over. “ -The Wall Street Journal 2009
- 6. REALLY? •3.9 Billion email users worldwide •Projected to be 4.9 billion by 2017 •Consumer email accounts make up the majority of the accounts 76% •897 million mobile email users, projected to be 1.7 billion by 2017. Email Statistics Report, 2013-2017 Radicati Group, Inc.
- 7. Yikes! Mobile email has taken over 43% of emails are read over mobile devices. This is expected to rise to more than 50% by the end of 2013
- 8. Fishbowl and Mobile Email 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Quarter 4 2012 Quarter 1 2013 Quarter 2 2013 OpenRate
- 9. Mobile and the Fishbowl Restaurant Industry Index 0% 10% 20% 30% 40% 50% 60% Casual Family Fast Casual Fine Dine QSR Q1 Fishbowl Mobile Open Rate Fishbowl Restaurant Industry Index Mobile Open Rate 44% Overall mobile open rate
- 10. QSR Campaign sees 64% Mobile Opens 0% 20% 40% 60% 80% Message 1 Message… Message 3 Message 4 Message 5 Message 6 Message 7 Message 8 Strawberry Campaign Mobile Browser Browser Email Client
- 11. Casual Dine Campaign sees 46% Mobile Opens 0% 10% 20% 30% 40% 50% 60% Message 1 Message 2 Message 3 Message 4 FATHERS DAY GIFT CARD MAILING Mobile Browser Browser Email Client
- 12. What’s the Point? Not all brands have a customer base that is mobile
- 13. Bad news for marketers • 3.3% is the percentage of users who have viewed a email in more than one environment • Users who have read an email on their mobile will do so again about 45% of the time. • This means that nearly 97% of the emails are viewed just ONCE.
- 15. Most Preferred types of mobile email messages Newsletters Real Time delivery tracking Promos + Vouchers Special Offers Other
- 17. How Fishbowl Handles Mobile Email
- 18. Mobile Email Marketing practices • Short Subject Lines – 35 characters max. • Take advantage of the Pre-Header – 85 character max. • Less Copy means more • Rethink your creative • Test, Test, and Test again
- 19. Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe.
- 20. Scalable Scalable vs. Responsive the difference • An email design layout that is still 100% readable and 100% clickable when reduced to half its size on a mobile device. • Techniques used: – A grid system for alignment and proportion – A single column – Larger fonts – Touch-friendly buttons Responsive • An email layout that adapts to the proportions of the device it is rendered on by using CSS3 @media queries. • CSS media queries: – Auto- adjust the layout – Content – Text size
- 22. Mobile Email caution Not all mobile email clients support media queries
- 23. It just does not stop at the mobile inbox • Google Wallet, Passbook • Apps (online ordering, loyalty, social, games, music, mobile payment etc.) • Mobile optimized landing pages • Mobile Search
- 24. Passbook & Google Wallet
- 25. Passbook & Google Wallet GeoFencing
- 26. Loyalty, Online Ordering, Mobile Payment Oh My! Use your mobile email as a launching pad!
- 27. Mobile Sites Non Mobile Site Mobile Optimized Mobile App call to action
- 28. Mobile Search • 81% of consumers have searched for restaurants on a mobile device. • Mobile restaurant searches have a 90% conversion rate according to the study. • 70% of all mobile searches result in action within one hour.
- 29. #1 of objective is to drive revenue
- 30. One last thing marketers are facing
- 31. Mobile can no longer be ignored by marketers By Chris Munz Follow @cmunzproject
Editor's Notes
- Simon was first developed in 1992 but not marketed and sold till August 1994.The term Smartphone was not coined until 1997 Simon wasable to send and receive facsimiles, e-mails and pages through its touch screen display. Simon included many applications:address book, calendar, appointment scheduler, calculator, world time clock, games, electronic note pad, handwritten annotations.Over time it has evolved many different types of devices and OS’s. Ios, Android, Windows, Palm, Bada, Blackberry
- http://online.wsj.com/article/SB10001424052970203803904574431151489408372.html
- Mobile opens are trending upwards and this is the first time we have seen mobile surpass webmail and desktop. I would not be surprised that in some industries we see 60%.I do know from looking at our clients mailing stats there are some brands that have 60% mobile opens
- Trust of their phoneContent is better
- This is why when we talk about social it is important to cross promote channels email to social and vice versa.
- From Name - 25 charactersSubject Line – 35 charactersPreheader – 85 characters
- Think bigger when it comes to the font sizes you are going to use. Make the main point the biggest font then work down but not to far down that it becomes not readable.Size does matter and the mobile templates we have solve this issueSingle call to actions in the mobile space will keep your customers engagedDon’t clutter the action you want your customer to take make navigation simple and to the pointImages need to be carefully thought out balance between copy and images is encourgedGet to the point in your copy.
- Scalable DesignPros Works everywhere, single design, easy to code, readable and clickable in both environments Cons Not a true mobile design Responsive design Pros True mobile first design Cons Does not work everywhere, required two designs, coding is complex but our customers don’t have to worry about that.http://www.marketingtechblog.com/responsive-scalable-mobile-email-design/
- The advantage to our Passbook and Google Wallet integration is that we have location that has a Lat/Long so getting customer to add coupons to these wallets allows for customers to be notified when they are close to the location that they have an offer in their wallet.
- Push fatigue is starting to set inThere are ways to engage customers with specific url’s, entice your customers to download and open your app or your third party app. Marketers that have invested in mobile apps need to not trust that consumers will 1)turn on notifications or 2)leave them on if the notifications strategy is to heavy.Email can be used to soften the message and engage customers.
- Daphne’s mobile open rate for mailings in June and July was 48% I think they need to think about having a mobile plan not just an app.
- http://searchengineland.com/study-first-u-k-mobile-search-path-to-purchase-offers-insight-into-u-k-mobile-search-behavior-155241-Mobile Marketer, 2012Mobile search is a big thing for restaurants as people search for restaurants while on the go. As we think about our travel habits what is the first thing you do when you need to find a place for dinner? That is write google restaurants
- Just remember mobile is viewed as the other screen but it is still
- The problem is that because we are being indicated with so much content our attention spans have grown shorter we are multi tasking on multiple screens. It presents a problem to marketers not only where customers are reading their content but also for how long.