master mobile email marketing › content › uploads › 2012 › 08 › ...© 2012 marketo, inc....

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Maria

Pergolino,

Marketo

Master Mobile Email Marketing


Agenda

• Why Mobile?

• Email Marketing Basics

• Making It All Work on Mobile


How well would you describe the extent to

which your company has a strategy for

optimizing email marketing for mobile

devices?


Why Mobile?

Image: Brad Frost Web, 2012


Smartphone Users


Mobile Phone Activities


So why does this matter to marketing?

• 88% of people check emails on their mobile phone daily -Return Path

• 97% of emails are opened and viewed just once -Litmus

• 63% of Americans will either close or delete an email not optimized for mobile. -E-Dialog


Lots of Ways You Should Consider Mobile

• SMS

• MMS

• Applications

• Bluetooth

• Location Based Marketing

• QR Codes

• Mobile Websites

• Email


Email Best Practice Review


B2B versus B2C Email Marketing

1. Distance

2. Permission

3. Messaging

4. Recipients


Permission for Email Marketing

Pros Cons

CAN-SPAM

Only

• Minimal effort

• “Legal” in the eyes of government regulations

• Grows your database quickly

• Risks poor deliverability score and bad reputation

• Despite database growth, relationship quality will not improve

Single Opt-in

Approach

• Demonstrates a pro-active concern for permission

• Prospects might remember that they opted in

• Increases deliverability and sender reputation scores

• Still assumes that just because prospects requested information one time, they want to hear from you again

Double Opt-in

Approach

• Demonstrates the most concern for privacy and relevancy

• Subscribers truly want to hear from you

• Increases deliverability rates and send reputation scores

• Adds another layer of complexity and communication with potential subscribers

• Risks losing subscribers in the confirmation process


Establish Preferences

Let prospects customize nurturing communications

• Frequency

• Timing

• Format

• Interests


Determine What Goes to Sales

• Common Strategies

• Send Everything to Sales

• Send Everything to Telemarketing

• Let Sales Cherry-Pick and Nurture Others

• Define a “Sales-Ready” Lead and Send Only Those

• Common Ways to Define “Sales Ready”

• Demographic Attributes

• BANT (Budget, Authority, Need, Timeframe)

• Completeness of Data Profile

• Behavioral Attributes

• Lead Score


Lead Recycling

Opportunity 19%

Disqualified 7%

Recycled: No Contact

53%

Recycled: Not Ready

21%

Actual Marketo Results Outcome of Sales-Ready Leads

Marketing – Sales Alignment is an imperative


Content Mapping

Profiles

Buying Stages

Content

1.Map your existing content

2.Blank cells determine your content roadmap

3.Short content is good!

4.Test and optimize

5.Start small, think big and adapt quickly


Mobile Email Optimization


No Standards


Most Popular Email Clients


Mobile Email Opens


Mobile Email Opens, Clicks and CTOs


But Which Devices are Your Readers Using?

• Have them tell you: Survey or Subscription Center

• Review who Clicked Through

• Rely on web analytics


From Name

• Keep From lines consistent

• Use a name they know (company name)

• Don’t have it come off salesy ([email protected])

• Match up with subscription center


Subject

• Keep subjects short (40 characters or less)

• Write a subject like you would a headline • Be compelling

• Get to the point

• Don't mislead

• Focus on the end goal


Pre-Header

• Keep it to 60+ characters or less

• Don’t duplicate the subject line

• Make sure to move “View online” or other links to the bottom

• Don’t give everything away


Types of Emails

• Send critical emails in text

• Send others as a Multi-part MIME format

• Alternative: Give users the option of email type in your subscription center


Formatting Considerations

1. Keep the size of the email small • No-one wants to wait to see an

email

• Readers don’t want their email boxes full

• Do this by being mindful of image size



1. Keep the size of the email small

2. Keep font size above 13 pixels for body text and 30 pixels for headlines

• If <13 text can resize

• Can eliminate resizing for iPhone and Android using: “-webkit-text-size-adjust: none;”

• Test for best results





3. Don’t put links or clickable images close together

4. Ensure phone numbers and offers can be ‘tapped’





3. Don’t put links or clickable images close together

4. Ensure phone numbers and offers can be ‘tapped’

5. Don't forget alt text

6. No Flash or GIFs


Design for Deliverability

• Code Carefully

• Design Simply

• Test, Retest & Test Again

• Plus, don’t be afraid to get help!


Testing

• Rendering on different devices

• Deliverability

• Readability and scanability

• Ability to click

• Offers


Don’t Forget Social


Forms and Videos in Emails

Problem:

Forms and videos may not work in many email clients, and will even vary depending on the internet browser

Solution:

Create an image of the form or video, and allow users to click to view

Image from FliteHaus Creative Agency


Don’t Forget to Optimize the Destination

• Create a specific mobile landing page or test to ensure landing page can be easily viewed on a mobile device

• Keep content short and concise

• Ensure phone numbers click to call

• Make sure forms submit and videos can be played

• Make sure your page loads quickly: http://validator.w3.org/mobile/

• For blogs, consider a mobile plugin

http://validator.w3.org/mobile/


Participate in the Benchmark

www.marketo.com/benchmark

http://www.marketo.com/benchmark


Marketo: Take Your Email to the Next Level

Powerful and easy marketing automation:

• Triggered emails

• Drip emails

• Inbox deliverability technology

• WYSIWYG editor

• A/B testing

• Lead management / CRM integration

• ROI analytics

Salesforce - Best

Marketing Automation

Best Marketing

Solution Best Marketing and

Sales 2.0 Solution

Marketing Solution

Winner

Salesforce - Best Mass

Email Solution

http://www.marketo.com/_includes/wp/news/wp-content/uploads/2010/11/Sales-2.0-logo-small1.jpg


Marketo, Inc. 901 Mariners Island Suite 200 San Mateo, CA 94404

Direct: +1.650.376-2312 Mob: +1.415.710.2008 blog.marketo.com www.marketo.com

Maria Pergolino Sr. Director of Marketing

[email protected] @inboundmarketer @marketo

Contact Me

Participate in the Email Marketing Benchmark now! www.marketo.com/benchmark

master mobile email marketing › content › uploads › 2012 › 08 › ...© 2012 marketo, inc....

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