Mobile Email Optimisation Strategies for Small Screens - Litmus
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Transcript of Mobile Email Optimisation Strategies for Small Screens - Litmus
![Page 2: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/2.jpg)
@meladorri // @litmusapp #savagemarketing
Mobile Email Optimisation
![Page 3: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/3.jpg)
JUSTINE JORDAN @meladorri @litmusapp
Slides + resources: litmus.com/lp/savagetech
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@meladorri // @litmusapp #savagemarketing
Source: BlueHornet Study: Consumer Views of Email Marketing
0 25 50 75 100
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
If you get a mobile email that doesn’t look good, what do you do?
80.3%
30.2%
13.5%
3.8%
6.3%
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@meladorri // @litmusapp #savagemarketing
80% of subscribers delete emails
that look bad on their phones…
…and 30% unsubscribe
Source: BlueHornet Study: Consumer Views of Email Marketing
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@meladorri // @litmusapp #savagemarketing
WHY?
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@meladorri // @litmusapp #savagemarketing
BROKEN
EMAILS
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@meladorri // @litmusapp #savagemarketing
FRUSTRATING
EMAILS
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@meladorri // @litmusapp #savagemarketing
EMAILS THEY
CAN’T READ
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@meladorri // @litmusapp #savagemarketing
LET’S
FIX IT.
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@meladorri // @litmusapp #savagemarketing
KEVIN
MANDEVILLE
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@meladorri // @litmusapp #savagemarketing
CONTEXTUALLY-AWARE EMAIL
User: What can we contextualize about the user to create a better experience? Task: What is the user trying to accomplish? Environment: Where and when is the user? Technology: What device is being used?
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@meladorri // @litmusapp #savagemarketing
User: What can we contextualize about the user to create a better experience? Task: What is the user trying to accomplish? Environment: Where and when is the user? Technology: What device is being used?
CONTEXTUALLY-AWARE EMAIL
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@meladorri // @litmusapp #savagemarketing
Source: Litmus Email Analytics
Changes in email opens: 2011-2016
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@meladorri // @litmusapp #savagemarketing
8%
56%
Source: Litmus Email Analytics
Growth in mobile email opens: 2011-2016
+600%
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@meladorri // @litmusapp #savagemarketing
70%+ open on mobile < 15% open on mobile
Know your audience.
![Page 17: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/17.jpg)
@meladorri // @litmusapp #savagemarketing
User: What can we contextualize about the user to create a better experience? Task: What is the user trying to accomplish? Environment: Where and when is the user? Technology: What device is being used?
CONTEXTUALLY-AWARE EMAIL
![Page 18: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/18.jpg)
@meladorri // @litmusapp #savagemarketing
email receipt requested from an ATM transaction!
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@meladorri // @litmusapp #savagemarketing
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@meladorri // @litmusapp #savagemarketing
![Page 21: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/21.jpg)
@meladorri // @litmusapp #savagemarketing
Context can affect conversion.
And it will.
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@meladorri // @litmusapp #savagemarketing
WHAT IS
RESPONSIVE
EMAIL?
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@meladorri // @litmusapp #savagemarketing
an email that responds to the screen size its viewed on
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@meladorri // @litmusapp #savagemarketing
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
Does responsive email perform better?
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@meladorri // @litmusapp #savagemarketing
click rate for first link in responsive emails
+30% Does responsive email perform better?
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
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@meladorri // @litmusapp #savagemarketing
+15% Does responsive email perform better?
Responsive design results in a 15% increase in unique clicks for mobile users.
Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
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@meladorri // @litmusapp #savagemarketing
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4% 11.5% 58
Difference -13.7% 130% 93.3%
Source: https://litmus.com/blog/responsive-design-ab-testing-leads-to-a-130-increase-in-clicks
… and can impact more than opens/clicks…
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@meladorri // @litmusapp #savagemarketing
WHAT IS
RESPONSIVE EMAIL
NOT?
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@meladorri // @litmusapp #savagemarketing
Responsive email is not foolproof.
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@meladorri // @litmusapp #savagemarketing
Responsive design is not supported in Gmail.
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@meladorri // @litmusapp #savagemarketing
Device ≠ App You can’t say “responsive email works on an iPhone.”
It depends.
Inbox by Gmail (iOS) Mail (iOS)
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@meladorri // @litmusapp #savagemarketing
“Hybrid” or “Spongy” email development
@ActionRocket
@flcarneiro
@moonstrips
@mike_ragan
http://labs.actionrocket.co/the-hybrid-coding-approach
http://www.emaildesignreview.com/email-design-best-practice/googles-embarrassing-email-problem-2465/
http://webdesign.tutsplus.com/tutorials/creating-a-future-proof-responsive-email-without-media-queries--cms-23919
https://www.campaignmonitor.com/blog/email-marketing/2014/07/creating-a-centred-responsive-design-without-media-queries/
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@meladorri // @litmusapp #savagemarketing
THINK
INSIDE
the inbox
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@meladorri // @litmusapp #savagemarketing
SUBSCRIBER EXPERIENCE
From name Subject
line Preview
text Open Tap/Click Page/Site
Inbox Email/Body Page/Sit
e
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@meladorri // @litmusapp #savagemarketing
From name Subject
line Preview
text
~25 characters
~35 characters
~85 characters
Optimize the envelope fields
>>> bit.ly/preview-text
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@meladorri // @litmusapp #savagemarketing
Preview text Optimisation guide >>> bit.ly/preview-text
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@meladorri // @litmusapp #savagemarketing
Bigger is better
‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets
Tap/Click
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@meladorri // @litmusapp #savagemarketing
iOS tries to help…
‣ Make phone calls
‣ Track packages
‣ Find addresses
‣ Create events
>>> bit.ly/ios-blue-links
Tap/Click
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@meladorri // @litmusapp #savagemarketing
iOS will resize
fonts under 13px
Tap/Click
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@meladorri // @litmusapp #savagemarketing
The rule of thumb
40–60 pixels between elements
![Page 43: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/43.jpg)
@meladorri // @litmusapp #savagemarketing
THINK
OUTSIDE
the inbox
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@meladorri // @litmusapp #savagemarketing
SUBSCRIBER EXPERIENCE
Opt-In Inbox Email/Body Page/Site
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@meladorri // @litmusapp #savagemarketing
‣ What is your goal?
‣ Is the landing page optimized?
Should it be?
‣ Can the CTA be achieved on mobile?
‣ Is it tappable?
‣ How many clicks/taps/actions are
required?
Get the conversion
Page/Site
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@meladorri // @litmusapp #savagemarketing
Page/Site
>>> wtfmobileweb.com
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@meladorri // @litmusapp #savagemarketing
Apple Watch shows the plain text version.
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@meladorri // @litmusapp #savagemarketing
No text version? No email.
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@meladorri // @litmusapp #savagemarketing
Links are disabled. (no browser)
>>> bit.ly/watch-email
![Page 52: Mobile Email Optimisation Strategies for Small Screens - Litmus](https://reader031.fdocuments.us/reader031/viewer/2022021814/58e863d71a28ab007c8b51dd/html5/thumbnails/52.jpg)
@meladorri // @litmusapp #savagemarketing
UTILIZE
YOUR
toolbox
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@meladorri // @litmusapp #savagemarketing
FREE TEMPLATES
>>> bit.ly/slate-templates
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@meladorri // @litmusapp #savagemarketing
litmus.com/giftcard // coupon code: SAVAGETECH
mobile testing + analytics
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Thank you!
Slides + resources: litmus.com/lp/savagetech