mobile email: the time is now
DESCRIPTION
The number of people accessing their emails via mobile devices in 2012 continues to grow. But mobile email is not really about repurposing desktop email and squeezing it to a smaller screen. The real value of mobile email is the ability to deliver instant gratification wherever the consumer is, in a way that cannot be duplicated at the desktop. Join this session to discuss how mobile has evolved over the past year, and how to utilize the consumer mobile data that's available to you. See real examples of marketers using mobile as a unique opportunity to offer up content that cannot be duplicated by the desktop.TRANSCRIPT
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!
