MOBILE FIRST

John Edwards Wacarra Yeomans
Director, Digital CRM Director, Creative Services
Verizon Wireless Responsys
john.edwards@verizonwireless.com @wac_intosh
wyeomans@responsys.com

Smartphones are an indispensable
part of our daily lives.

Smartphones are indispensable
— 62% Are using their smartphone everyday
— 80% Don’t leave home without it
Smartphones are used everywhere
Home 97%
On the go 83%
In a store 78%
Restaurant 71%
Work 71%
At a social gathering 60%
Doctor’s office 56%
Café or coffee shop 50%
Airport 49%
Public Transport 36%
School 30%
(Source: Google Mobile Planet Report)

Behavior indicates intent
— 94% have looked for local information
— 90% have taken action as a result
Research t hat St art s on Smart phones Leads
t o Purchases Across Channels
Research
on smartphone
65%
then purchased
37%
then purchased
via comput er
still prefer to shop on
their PC/tablet for a
32% then purchased
it o! ine better experience
Base: Private sm artphone users who use the internet in general, Smartphone n= 1.000 Google Con! dential and Proprietary 29
Q48: Listed below are various products or services. For each of these products or services please indicate which statem ent applies
(Source: Google Mobile Planet Report)
to you.

Are you repelling customers?
(Source: SmartInsights)

Your customer is mobile
and you should be, too.

Phones larger, tablets smaller
Motorola Razr iPhone 5 Samsung iPad Mini Amazon
Maxx HD Galaxy Nexus Kindle Fire HD

How we read email

Other constraints
• Connectivity: wifi, 3G, 4G, 4G LTE
– Google: Slow load times can lead decrease
customer activities for up to 5 weeks
• Limited attention span
– Multi-tasking

We’re a brand first and a channel second.

A mobile company

Mobilizing our content made us
better marketers.

Understand your audience
Email Openers by Device Type
26%
40% Mobile
35% Desktop
Webmail

Anticipate their expectations

Create an experience.
Campaign Engagement Activation Rate
Mobile Vs. Desktop
Performance ↑ 2X ↑ 87%
Mobile VzW.com Triggered Mobile Save Cart
Shopping Path / Save Cart Flow Email (Day 1)

Mobilizing our content made us
better marketers.
• Redesign from the ground up.
• Think about every interaction.
• Be direct. Keep it simple.
• Ruthlessly prioritize.
• Compromise is your enemy.

Mobile First: Decide what matters most

Clearly define your objective
Which of these is more clear?
• Drive conversions
• We need to upsell hotels to people who have
purchased airline tickets.
• Currently 5% of our customers who purchase
flights also purchase hotels. We’d like to see
10% by the end of this campaign.

Ask what’s in it for me?
Effort Pay-Off
Perception

Mobile First:
Review your mobile customer experience

Mobile First:
Plan your mobile email first

Plan your mobile email first

Plan your mobile email first

Mobile First:
Consider the entire inbox experience

Don’t forget your subject line
• You only have 20 words to make an impact.
• Make.
• Them.
• Count.

Questions?

Resources

You know you’ve achieved perfection in
design, not when you have nothing more to add,
but when you have nothing more to take away.
- Antoine de Saint-Exupery

Thanks!
John Edwards Wacarra Yeomans
Director, Digital CRM Director, Creative Services
Verizon Wireless Responsys
john.edwards@verizonwireless.com @wac_intosh
wyeomans@responsys.com