Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
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This document discusses optimizing emails for mobile devices like the iPhone. It found that emails optimized for mobile had higher open rates than regular emails. Specifically, an iPhone-optimized email template that was 400 pixels wide with a single column layout and large text/buttons had a 43.4% open rate, compared to a 39.8% open rate for the regular 750 pixel template. However, conversion rates did not increase, likely because the company's website was not mobile optimized. The document explores different optimization options and concludes it is still important to optimize emails for mobile even without increased conversions.
Email & Mobile Theatre; 2012 Strategies: Using customer intelligence to make communications that count
- 1. KITBAG.COM Case Study: iPhone Optimisation Lyris Ltd – 1 Confidential
- 2. Objective To find out if optimising Kitbag.com’s emails for mobile devices results in higher open, click through and conversion rates. 2 Lyris Ltd — Confidential
- 3. Kitbag.com Kitbag.com is Europe's leading online sports retailer 33 Lyris Ltd — Confidential
- 4. Why are mobile devices important to email marketers? Morgan Stanley predicted that the population of mobile users will exceed desktop internet users within five years. Mobile e-commerce is ramping up faster than online e-commerce, now making up 4% of total retail sales Research by Nielsen shows that Email accounts for 42 percent of mobile internet time (compared to just 10.5 percent using social media, for example). 4 Lyris Ltd — Confidential
- 5. What are the main issues? What does your email look like on a small screen? Is it hard to click on links? Do your subscribers have to zoom in to read the content? If you have optimised the email for a mobile device, what does it look like on a large screen? 5 Lyris Ltd — Confidential
- 6. Testing method Litmus email analytics tags added to Kitbag emails from December 2011 – February 2012 Top email clients analysed – Apple iPhone was used by 22.49% of recipients making it the most popular email client among Kitbag subscribers Apple iPhone subscribers flagged within Lyris HQ Lyris and Kitbag develop iPhone optimised email templates which are 400 pixels wide rather than 750 pixels wide 50% of flagged iPhone users are sent a regular sized version of the Kitbag newsletter and 50% are sent the iPhone optimised version 6 Lyris Ltd — Confidential
- 7. KEY STATS
- 8. Popularity of reading environments among Kitbag.com subscribers 35% of opens from Kitbag.com subscribers come from a mobile device 8 Lyris Ltd — Confidential
- 9. Top email clients used by Kitbag.com subscribers 9 Lyris Ltd — Confidential
- 10. Top mobile email clients used by Kitbag.com subscribers 66% of Kitbag’s mobile opens come from the Apple iPhone 10 Lyris Ltd — Confidential
- 11. Top email clients used by iPhone users 98% of iPhone users view their emails with the built-in mail client 11 Lyris Ltd — Confidential
- 12. Engagement across email clients Desktop Mobile Webmail 12 Lyris Ltd — Confidential
- 14. Option 1 – Removing fixed width tables One of the most widely used solutions to this issue is having a table that is equal to 100%. This means the email will automatically fill 100% of the screen it is being viewed on. Pros • Easy to do • Usually looks good on mobile devices Cons • Not appropriate for image only emails • Can look very bad on larger screens • Doesn’t always look good on a mobile device, especially if there are images 14 Lyris Ltd — Confidential
- 15. Option 1 – Removing fixed width tables Example of an email with 100% table fully open in Outlook 15 Lyris Ltd — Confidential
- 16. Option 2 – Add a view on mobile link to your email Add a link to the top of an email which points to a mobile friendly version of the email. Pros • Easy to do • Looks good on mobile devices Cons • Requires subscriber to click on a link to view • Takes longer to code the email • Often gets overlooked because the link is usually quite small on a mobile device 16 Lyris Ltd — Confidential
- 17. Option 3 – Intelligent CSS Use CSS media queries to remove unnecessary elements of your email when viewed on a small screen. Pros Cons • Allows you to change the look of the • Requires a coder to implement email depending on screen size • Not effective for image only emails • Looks good on large and small • Can take longer to code screens • Adds weight to email due to extra • Gives you the ability to remove code unnecessary parts of your email • Doesn’t work in Gmail’s Android app 17 Lyris Ltd — Confidential
- 18. Option 3 – Intelligent CSS Outlook iPhone iPhone without CSS with CSS 18 Lyris Ltd — Confidential
- 19. Option 4 – Design your email for mobile users Reduce the width of your current email to between 300 – 500 pixels and use a single column layout. Ensure the email text is large enough to read on a mobile and the call to action is easy to click. Pros • Not hard to do • Easy to read on a mobile without having to zoom in • Links are easy to tap Cons • Could look slightly strange when viewed on a large screen 19 Lyris Ltd — Confidential
- 20. HOW DID WE OPTIMISE KITBAG’S EMAILS
- 21. Regular email design – Within iPhone 750 pixels wide Very small pre-header text Small navigation buttons Multi-column layout Unreadable text Small calls to action – can be hard to click through on desired link 21 Lyris Ltd — Confidential
- 22. iPhone optimised email design 400 pixels wide No pre-header text No navigation buttons Single column layout Larger text Large calls to action that are easy to tap Unnecessary content has been removed Main message is clearly visible at the top of the email 22 Lyris Ltd — Confidential
- 23. TEST RESULTS
- 24. Non-iPhone users Full size emails sent to all non-iPhone users Key Metrics Results Average unique open rate 12.3% Average unique click rate 2.3% Average click to open rate 19.11% 24 Lyris Ltd — Confidential
- 25. iPhone users sent full size email Full size emails sent to 50% of iPhone users Key Metrics Results Average unique open rate 39.8% Average unique click rate 5.3% Average click to open rate 13.31% 25 Lyris Ltd — Confidential
- 26. iPhone users sent optimised email Optimised email sent to 50% of iPhone users Key Metrics Results Average unique open rate 43.4% Average unique click rate 4.9% Average click to open rate 11.37% 26 Lyris Ltd — Confidential
- 27. Average unique open rates 27 Lyris Ltd — Confidential
- 28. Higher open rates for mobile optimised emails? Why would the mobile optimised emails consistently have a higher open rate? 28 Lyris Ltd — Confidential
- 29. Size matters! Average Email Average open weight rate Full size version of email 17.42 KB 39.84% iPhone optimised version of 9.35 KB 43.38% email Light weight emails = Higher open rates on mobile devices Internet download speeds can vary greatly on mobile devices so it makes sense that the faster downloading email would have a higher open rate on a mobile. 29 Lyris Ltd — Confidential
- 30. How about conversions? Although we received great open rates from our iPhone segment we did not see an increase in conversion rates. There could be several reasons for this: Kitbag.com does not have a mobile optimised version of their website Subscribers are most probably not in a position to purchase when viewing your emails on their mobile Kitbag.com on an iPhone 30 Lyris Ltd — Confidential
- 31. Why bother? Why bother optimising for mobile devices if conversion rates are not higher? We believe that it’s still important to optimise for mobile devices because: Open rates from mobiles are much higher than other email clients Having a clear mobile optimised email design will encourage these subscribers to return directly to your website or shop at a later date – via their desktop or tablet 31 Lyris Ltd — Confidential
- 32. THANK YOU
Editor's Notes
- #4: Lyris customer for 9 years – Currently using Lyris HQExclusive rights to operate the official online stores of Manchester United, Chelsea, Real Madrid, Barcelona, Everton and CelticOnline and offline direct mailings / catalogues, call centre operations, and pick pack parcel distribution and warehousing