Optimizing For The Small Screen

Optimizing Emails for Mobile Devices: Trends,

Tips and Best Practices

August 19, 2010 – Silverpop Webinar @Silverpop

Speakers and Agenda

• Len Shneyder – Director of Deliverability &

Messaging

– Unica

• Loren McDonald

– VP, Industry Relations

– Silverpop

– Moderator

• The Mobile Landscape

• The Nuts & Bolts of Mobile

• Rendering Tools & Testing

• Q & A

• Wrap-Up and Survey

Nielsen Study Headline…

Buried in Nielsen blog…Email Remains Top on Mobile Internet Activities…the dominance of email activity on mobile devices continue with an

increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.

Len Shneyder, Director of Deliverability & Messaging, Unica

Optimizing For The Small Screen

Confidential2010 Unica Corporation

The Mobile Landscape

Confidential2010 Unica Corporation

With 4.6 billion current mobile

subscriptions projected to

surge to 6.5 billion mobile

connections by 2014, there's

no denying it:

Mobile is no longer the future,

it’s the present!

Confidential2010 Unica Corporation

Everything is a mobile device.

Confidential2010 Unica Corporation

Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com.

0

200

400

600

800

1,000

1,200

2009 20102011

20122013

139 234 392659

1,107

Mobile Phone Email Users (millions)“The day when more people

read and respond to email via

their handhelds than any

other platform is approaching,

underscoring how critical it

is to build email campaigns

that are optimized for

mobile devices.”- Mobile Marketer, October 13, 2009

Mobile Internet adoption is

outpacing desktop adoption

by 8X- Morgan Stanley, Web 2.0 Summit,

October 20, 2009

The Mobile Explosion

Confidential2010 Unica Corporation

The Industry is Evolving

Confidential2010 Unica Corporation

Cha-cha-cha-changes

Confidential2010 Unica Corporation

Mobile Is Global, but there are clear

leaders

Confidential2010 Unica Corporation

eReaders – New Mobile Vanguards

Confidential2010 Unica Corporation

Mobile is not just on the go

Confidential2010 Unica Corporation

More food for thought: Social vs. Email

Email is the lubricant and

glue of social media.

Social actions translate

into email notifications.

Businesses are

increasingly leveraging

social channels.

Confidential2010 Unica Corporation

Mobile Marketing Food Pyramid

Mobile Lifestyle

Coupon Barcodes

Location Based

Mobile Email

Mobile Internet

Mobile Video/TV

SMS

Mobile Games

MMS

Confidential2010 Unica Corporation

The Nuts & Bolts of Mobile

Confidential2010 Unica Corporation

Mobile isn’t tied to any specific mail client

Confidential2010 Unica Corporation

Mobile Email Crosses Borders

A recent study found that

52% of mobile phone

owners access the same

email account across

multiple devices (PCs,

laptops, mobile phones,

etc.), with the other 48%

using a distinct account for

mobile-email only.

Confidential2010 Unica Corporation

Marketing Communications Inter-related

Deployment

Server

ISP

Server

Content Filters

RBLs

Volume Blocks

Complaint Blocks

Bounce Blocks

Blacklists

Confidential2010 Unica Corporation

Who is viewing your mail and how?

Confidential2010 Unica Corporation

Old Mobile Rendering – TEXT Rules

Confidential2010 Unica Corporation

New Mobile Rendering

Confidential2010 Unica Corporation

Problems May Be Small & Nuanced

Confidential2010 Unica Corporation

Don’t Waste Your Customer’s Time

Confidential2010 Unica Corporation

Properly executed mobile email

Confidential2010 Unica Corporation

Not optimized for mobile

Confidential2010 Unica Corporation

Pre-Headers – The Jury Is Still Out

Confidential2010 Unica Corporation

The Same Rules Apply

CSS has varied support depending on the mobile

device/email client in question.

– Inline-Styles are more widely support than Style Sheets

Brand yourself at the top of your email, your fold line is a

matter of inches so be sure who you are and what your

email is attempting to convey is easily discerned

Forms and scripts will appear as problematic in mobile

clients

Use single column layouts vs. double or triple column

Confidential2010 Unica Corporation

Rendering Tools & Testing

Confidential2010 Unica Corporation

Design optimization is a process:

1 – Test Your Links & Images

Confidential2010 Unica Corporation

A 2nd set of eyes never hurts

2 – Check your spelling

Confidential2010 Unica Corporation

The best defense against poor rendering

3 – Validate your code

Confidential2010 Unica Corporation

Visualize the future

4 – See what your customers are seeing!

Contact Information / Q & A

• Len Shneyder, Unica

– lshneyder@unica.com

– Twitter: @LenShneyder

• Loren McDonald, Silverpop

– lmcdonald@silverpop.com

– Twitter: @LorenMcDonald

– Twitter: @silverpop

Resources

• Resource Center

– White papers

– Archived Webinars

– Blogs

– Case studies

– Newsletters

– http://www.silverpop.com/marketing-resources/index.html

• Many presentations available on SlideShare

– www.slideshare.net/Silverpop

Thank You!

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com