Making email campaigns mobile friendly
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The document discusses strategies for making email campaigns mobile-friendly, emphasizing the growth of mobile devices and the need for responsive design. It outlines the evolution of mobile initiatives at Save the Children and provides tips for optimizing email layouts for mobile, including prioritizing content and ensuring legibility. However, challenges remain, such as higher bounce rates on mobile and the complexities of tracking user interactions across multiple devices.
Making email campaigns mobile friendly
- 1. Making email campaigns mobile friendly Linda McBain Digital Marketing Manager @lindamcb
- 2. Session structure • Introduction - Growth of mobile and how Save the Children have responded • Breakout Exercise - Think responsive • Discussion • Conclusions and tips for making your campaigns mobile friendly
- 3. Where are we now? • Who has a mobile optimised/responsive website? • Who has mobile optimised/responsive email templates? • What is the % of your email audience opening on mobile?
- 4. Introduction - growth of mobile devices Information from Commscore: Mobile Future in Focus 2013 92% of UK population has a mobile
- 6. Response - responsive design templates
- 7. Response - mobile optimised site
- 8. Mobile evolution at Save the Children Jul ‘11 • Launched mini mobile site • PayPal mobile donation app May ‘12 • MobileVirtual clinic launch • Responsive email design Jul ‘12 • Mobile responsive donation forms launch • Paid search for Mobile & Tablet launched
- 9. Mobile evolution at Save the Children Oct ‘12 • WishList shop app launches • Mobile site re-launch Apr ‘13 • Mobile responsive landing pages rolled out • RG via SMS sign-up added as payment option to mobile site May’13 • Testing mobile display ads • Added click to call to mobile ads
- 10. Results
- 11. Results –growth of regular giving via mobile Launch of our mobile optimised donation forms
- 12. Exercise • Get into groups of 3 • Save the Children's welcome email wasn't optimised for all devices - only desktop. • How would you structure the email considering tablet and mobile sizes? • What was challenging? • If you would like to use your own email rather than the example one please do.
- 13. Exercise
- 14. Exercise • Link early on in email – the fold is not the same on mobile. • Images all clickable. • Order in the priority of asks for this email (welcoming new subscribers) – 1. Become part of the Save the Children community 2. Consider making a donation 3. Campaign with us Things still to fix and test • Are social logos and links to small and close together for mobile? • Would one CTA rather than 5 or 6 be better? (All our other emails currently focus on one CTA per email) • Big buttons better than text links? (we have seen a variety of results recently depending on the email types and segments)
- 15. Tips • Order the email in priority – should there even be more than one CTA? • Think about font size- it needs to be legible on the smallest screen your email will appear on. • One column layout for mobile is key. • Big buttons for clumsy fingers! • Don’t put links too close together. • Test your templates across devices (there is lots of software available for this)
- 16. Tips: Most important – analysis and testing The email marketing questions are still the same, but the answers may now be different. The only way to know for sure is to test. Your audience may be different – don’t rely on other people’s Results. Information from Commscore: Mobile Future in Focus 2013
- 17. Mobile - A constant challenge • Ever changing devices • Still much more challenging to get people to convert on mobile than on desktop • Much higher bounce rates from mobile devices • Multiple devices – can make it difficult to attribute individuals actions to your email marketing, if they don’t convert directly.
- 18. Thank you – Any Questions?