Mobile email: strategies and how-tos for the small screen
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This document discusses strategies for designing emails for mobile screens. It begins with an introduction to the growing percentage of email opens that are happening on mobile devices. It then discusses various mobile screen sizes and the importance of focusing content for a touch-based mobile experience with clear calls to action. The document presents different approaches to mobile email design like mobile-first, fluid, and responsive layouts. It concludes with best practices for mobile email design like ensuring tappable touch targets and testing emails on different devices and clients.
Mobile email: strategies and how-tos for the small screen
- 1. E-mail • Direct Mail • Digital Marketing • Sales Tools Funding Data • Creative Services Mobile email: Strategies and how-tos for the small screen
- 2. Mobile e-mail: Strategies and how-tos for the small screen Welcome! Mobile e-mail: Strategies and how-tos for the small screen Sponsored by: Learn more about Agile at www.agile-ed.com.
- 3. Justine Jordan Director of Marketing, Litmus Justine leads content marketing, customer education and research initiatives for Litmus‟ suite of email tracking and testing tools. Prior to joining Litmus, Justine lead the creative services team at ExactTarget and was responsible for designing, building and managing email campaigns for SMB through Fortune 500 customers. Read her rants and raves by following @meladorri. Presenter Introduction
- 4. Got screens?
- 5. Mobile Email: Why Mobile is big, but how big?
- 6. Email Opens: July 2013 Mobile: Smartphones (iPhone, Android) and tablets Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!) Desktop 34% Webmail 22% Mobile 44% Source: Litmus Email Analytics
- 7. 0% 10% 20% 30% 40% 50% 60% Desktop Webmail Mobile Email Opens: 2011-now 44% 33% 10%
- 8. Know Your Audience Copy, paste & send
- 9. some of our major retail brands are seeing 60% of their subscribers viewing on a mobile device “ —Cara Olson, Digital Evolution Group ”
- 10. Small Medium Large iPhone 2.3” wide Galaxy Note II 3.2” wide Nexus 7 7.3” wide BB Bold 2.6” wide iPad Mini 5.3” wide Excite 13 8.5” wide Screensize-apalooza
- 12. Experience Matters It’s more than just metrics
- 13. One chance to make an impression 69.70% 18% 17.70% 9.40% 7.60% 3.50% Delete it Unsubscribe View on computer Don't know Read anyway File it BlueHornet Study: Consumer Views of Email Marketing Neutral 24.60% Slightly Negative 51.30% Strongly Negative 24.10% How does a poorly designed email affect your perception of the brand? If you get a mobile email that doesn‟t look good, what do you do?
- 14. Mobile Triage Myth 3% reopen on another client 97% view in a single environment
- 15. Consider the experience • The mobile experience is different than the desktop experience • Landing pages are part of that experience ???? Page/Site Tap Preview/Open Preheader Subject Line From Name
- 16. Focus on „from name‟ and subject line
- 17. Focus on „from name‟ and subject line From Name ~25 characters Subject Line ~35 characters Preheader ~85 characters 17
- 18. Preheaders = tertiary inbox content
- 19. Preheaders = tertiary inbox content
- 21. iPhone: Scales to width; 320 x 460 Android: No scaling; dimensions vary; top-left corner displayed Inconsistent rendering across devices and operating systems
- 22. Provide click/tap opportunities 22 What makes the email on the left different?
- 25. Strategies & Approaches How to tackle mobile email
- 26. As with most things with email, there‟s not a one- size-fits-all approach (sorry to disappoint you)
- 27. Mobile First Considers the mobile user as a priority |-------------------460px -------------------| |---------------------600px ---------------------|
- 28. Mobile First / Friendly • One layout for all screen sizes • Single column design – 320-500px • Large text & buttons • Generous white space • Clear calls to action • Short, concise body copy Agnostic / Aware / Scalable
- 29. Fluid Email width changes to fit within the window |--------------------------------------------------------1166px---------------------------------------------------| |-----------------------------525px --------------------------|
- 30. Fluid layout • Percentage-based widths • Adapts to fill the screen it‟s viewed on; text wraps automatically
- 31. Responsive Design Uses media queries to detect screen size and alter content accordingly |-----------320px ------------||---------------------------------------600px------------------------------------------|
- 33. Responsive Design • More than a “line of code” • Set of conditional statement that enables specific styles – If the screen size is x, then display y – If the screen size is x, then increase headline size to y – If screen size is x, then show image at 100% • Detects screen size, not device type
- 34. Taking Action Try to avoid analysis paralysis
- 35. iPhone native yes iPad native yes Android 2.1 native no Android 2.2 native yes Android 2.3 native yes Android 4.x native yes Gmail mobile apps no Mailbox iOS app yes @media support http://stylecampaign.com/blog/2012/10/responsive-email-support/ Yahoo! mobile apps no Windows Mobile 7 no Windows Mobile 7.5 yes Windows Mobile 8 no BlackBerry OS 6 yes BlackBerry OS 7 yes BlackBerry Z10 yes Kindle Fire native yes
- 36. Email is an *application*
- 37. Email is an *application* Device ≠ email client
- 38. Plan on data, not your gut Your audience is the most important one Brand/Industry A: 55% Brand/Industry B: 18%
- 39. Responsive isn‟t always the answer 1. Resources 2. Data 3. Company type 4. User expectations Company A 1. Resources: coders, designers, writer 2. Data: 55% mobile 3. Company type: Tech 4. User expectations: B2B Tech audience Responsive Company B 1. Resources: marketing manager, intern 2. Data: 18% mobile 3. Company type: Non-Profit/Education 4. User expectations: low sophistication Aware
- 40. Android Observations • Blocks images by default; supports ALT text • Two apps with opposing support for media queries • Primary content focus on left-hand side • Various screen sizes and sometimes automatic scaling
- 41. Blackberry Observations • Media query support • Blocks images; supports styled ALT text • Does not scale/auto-zoom • No separate app; email joins social, SMS and voice in the “hub”
- 42. Windows Phone Observations • Mixed media query support • Does weird things to fonts • Blocks images; no ALT text • No one has them!
- 43. iPhone Observations • Automatically scales messages to fit the screen • Excellent support for CSS3 and media queries • Images on by default • Resizes fonts under 13px
- 44. Mobile Email Design Principles “Best practices,” if you will…
- 45. Preheader tips • Support the subject line with a creative, useful or helpful preheader. – Call-to-action – Special offer – Reminder – Clickable/measurable – NOT “having trouble…?”
- 46. Bigger is Better • Body copy: 16px+ • Headlines: 22px+ – Or else face auto-resizing • Buttons: 44px by 44px • Space: 10px+
- 48. Dial up the contrast Bright screens kill batteries
- 49. Lots of links create friction Don‟t give users a reason NOT to click by making text or other calls-to- action impossible to tap.
- 50. • Tappable touch targets • „Bulletproof‟ buttons don‟t rely on an image • Left-hand side Create touch targets Buttons can be traditional text buttons or image-based touch targets that link back to content.
- 53. Mobile email testing with Litmus
- 54. Results Test and share for the common good!
- 55. • Rewards Network: CTR increased by more than 25% • Deckers: 10% increase in CTR; 9% increase in mobile opens • Crocs: 7.66% lift in CTOR; 15.63% lift in iPhone „read‟ engagement; 8.82% lift in mobile „read‟ engagement • SavvyMom: 3x lift in CTOR. 12% of those who opened on mobile clicked vs. 6% who opened on desktop More coming all the time: litmus.com/blog
- 59. Antwort: Responsive Layouts for Email http://internations.github.io/antwort/
- 60. Zurb: Responsive EmailTemplates http://www.zurb.com/article/ 1119/create-emails-for-any- device-introducing- *not compatible with Outlook 2007+
- 63. Resources litmus.com/blog stylecampaign.com/blog campaignmonitor.com/blog mailchimp.com/blog emaildesignreview.com mobileawesomeness.com mediaqueri.es Media Post Email Insider columns A List Apart / A Book Apart Ethan Marcotte Luke Wroblewski Twitter community
- 64. Get in touch Justine Jordan @meladorri @litmusapp hello@litmus.com
Editor's Notes
- #13: It’s your BRAND in someone’s inbox… Data is important, but so is design.
- #17: From Name~25 characters Subject Line ~35 characters Preheader~85 characters
- #19: Support the subject line with a creative, useful or helpful preheader (NOT “having trouble…?”)Call-to-actionSpecial offerReminderClickable/measurable
- #21: Really long subject lines can enhance… or distract.
- #22: After the from/subject/preheader, you get the open.The preview pane still counts, but has a different form factor
- #33: Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.
- #34: Advantages: You create a single message, which provides a seamless experience for viewers no matter which screen they use. Your responsive email will be optimized for many mobile devices, especially the iPhone. Responsive design also allows you to show or hide blocks of copy in different versions of the email. Many designers have latched onto this “show-hide” capability because it allows them to customize copy, images or calls to action for different devices. You could show three offers in a desktop version, for example, and then direct the mobile version to hide all but the primary offer. Disadvantages: Responsive design requires specialized coding expertise and isn’t compatible with all devices/ OS, such as BlackBerry, older versions of Outlook and the Gmail application on an Android mobile. Also, your mobile version might have to lose some valuable content, such as a secondary offer or editorial content. This could reduce click and conversion opportunities.