mobile email: the time is now

Mobile Email: The Time Is NowManny Ju

@mannyju #goglobal12

Director of Product Management, BlueHornet

OMG!

“With more and more people subscribing to mobile services, customers will begin demanding a Mobile Experience.

If brands do not have a mobile experience to give their customers, then there is the possibility that many of those customers will defect to other brands that do.”

Question: if you get a mobile email that doesn’t look good, what do you do?

Source: “Consumer Views of Email Marketing”, BlueHornet, 2012

Question: how does a poorly designed email affect your perception of the brand?

Source: “Consumer Views of Email Marketing”, BlueHornet, 2012

Mobile Email

NOW!

Customer Engagement Lifecycle

Mobile-Friendly Email Opportunities

Mobile Acquisition

Text-to-Join Email Sign-Up

Text-to-Join = 3% total subscribers

10%-20% Higher Open Rate

8%-10% Higher Click-Through Rate

Mobile Acquisition

Mobile Sign-up Ads

Question: How likely are you to buy an item or service from an email you read on your mobile device?

Source: “Consumer Views of Email Marketing”, BlueHornet, 2012

“Media Query” : (Re)Discovering HTML for Mobile Email

HTML4 (1999) <STYLE type=“text/css” media=“handheld”>

CSS2 (2009)@media only screen and (max-device-width: 480px) { .page { padding: 0px 10px 5px 10px !important; } .table {width: 300px; !important; } .bodycell {width: 202px; !important; } body { padding: 10px !important; } .header { font-size: 16px !important; } .headline { font-size: 20px !important; } #screenshot { width: 275px; height: 190px; } }

Mobile-Friendly Email Design

Sun Mon Tue Wed Thu Fri Sat

Sun Mon Tue Wed Thu Fri Sat

Desktop DisplayMobile Display

Mobile Local Maps

Mobile Responder Targeting

Mobile App Engagement Campaigns

Mobile App Engagement Campaigns

Mobile Loyalty Marketing

Email Responders: Who’s Mobile? Who’s Not?

Device0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Desktop and Other OnlyMobile, Desktop, OtherMobile Only

Em

ail

Res

po

nd

ers

Mobile responder

Pre-Arrival Event Reminders

Over 7-day period:Overall Mobile

Unique Open Rate

61.9% 22.6%

CTO Rate 33.1% 19.4%

Delivered: 478

Deal of the Day

Overall Mobile

Unique Open Rate

24.4% 10%

CTO Rate 12.6% 10.2%

Delivered: 4,994

Deal of the Day

Overall Mobile

Unique Open Rate

24.4% 10%

CTO Rate 12.6% 10.2%

Delivered: 4,994

M

Strong Demographic Overlap

43% Mobile Openers

Delivered: 56,695

Mobile-Friendly Email Opportunities

Easy Mobile-Friendly Experience

Enhances Customer Engagement

Mobile-Opportunity Strategies

Mobile Email

NOW!

Manny Ju

mju@bluehornet.com

@mannyju

mannyju.blogspot.com

Thank You!