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With more and more consumers jumping on their mobile devices to conduct activities that have historically been taking place on the computer, it is crucial to have an advanced strategy in place in order to provide a seamless experience. This includes optimizing web and email experiences, executing creative adjustments, using segmentation to reach the mobile consumer, and using data to drive messaging. Hear tips and examples of successful strategies and tactics on the mobile front.
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Mobile Customer Path:
From Click to Conversion Mark Fauntleroy
Simmons' Manager, Strategy & Innovation
David Kepets Creative Director, Strategic Services
Importance of Mobile and Email
91% of people are within 3 feet of their mobile phone 24 hours/day
Morgan Stanley, Technology & Internet Trends
Importance of Mobile and Email
About 2/3 (64%) of U.S. smart phone users say mobile phones are an important source of information
Experian Simmons
Importance of Mobile and Email
Nearly 2/3 (63%) of U.S. smart phone users open personal Email on mobile phones at least once per day
Merkle
63%
Mobile opportunity Smart device penetration rate increasing rapidly
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Phone Penetration % U.S. Adults
Smart Phone Penetration % U.S. Mobile Phones
92% 209M
48% 86M
Source: Experian Simmons DataStreamSM
16% 37M Digital Tablets
% U.S. Adults
Mobile opportunity Mobile consumers are high value consumers
Median Age 37
Employed 77%
Homeowners 69%
Average HH Income $113k
U.S. Smart Phone or Digital Tablet Users
Source: Experian Simmons National Consumer Study, Winter 2012
22%
33% 22%
14% High School
Some College
College Grad
Grad School
9% 9% 7% 7%
5% 6%
3% 4%
8%
3% 4%
3% 4%
7%
9%
5%
1% 2%
3%
Mosaic Distribution
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
22%
24%
26%
28%
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Mobile opportunity Acceptance of mobile advertising
Accept mobile ads provided there is value % Smart Phone Users
Source: Experian Simmons DataStreamSM
Likely to purchase products advertised on mobile % Smart Phone Users
Mobile opportunity Acceptance of mobile advertising
Source: Experian Simmons New Media Study, Fall 2011
Spring 2009 Spring 2010 Spring 2011 Fall 2011
15%
25%
33% 35%
16%
28%
36% 39%
“Mobile Ads with Coupons are Useful”
Smart Phone Consumers
Moms with Smart Phones
22% 17%
24% 17%
27%
38% 44%
40%
59%
46%
63% 57%
67% 62%
71% 65%
Activities Last 30 Days
Mobile & Email Targeting Email delivers reach on mobile devices
Vid
eo
IM
Mu
sic
Gam
es
We
b
Em
ail
Pic
ture
s
SM
S
Source: Experian Simmons National Consumer Study, Winter 2012; Experian Simmons New Media Study, Fall 2011
Pic
s
Vid
eo
Sh
op
pe
d
So
cia
l
Mu
sic
Gam
es
We
b
Em
ail
Mobile & Email Targeting Email is a common simultaneous activity
during other media engagement
Mobile Phone Penetration % U.S. Adults
Smart Phone Penetration % U.S. Mobile Phones
Source: Experian Simmons New Media Study, Fall 2011
24%
16%
10%
8%
7%
6%
4% 3% 2% 2%
Mobile & Email Targeting Time-of-day planning insight
Email in Motion In April, mobile opens surpassed that of desktop & webmail.
Source: Litmus
0
0.1
0.2
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0.4
0.5
0.6 Desktop Webmail Mobile
Time of week Desktop scores high during the week while webmail
and mobile take the lead on weekends.
Source: Delivra
Desktop
Webmail
Mobile
Why Optimize?
80% of consumers find
reading marketing
emails on their
mobile less easy
than on a PC
63% of Americans
would either close
or delete an email
not optimized for
mobile
18% of mobile email
users said they
would unsubscribe
from an email that
looked bad on their
mobile device
Consumer Frustration with Mobile Email
Source: Delivra, ClickZ
Down the mobile path…
Test Testing with Litmus
– define who your
mobile users are,
engagement levels,
what devices they
are on
Strategize Determine how to
message to those
users
Optimize Test and optimize
emails via various
methods
3 Step Approach
Responsive Design Mobile Friendly Movable Ink
Responsive Design
Creating a fluid template Allowing the design to be flexible according
to the width of the email
Simple structure Follow more of a stacked content approach
but can work within a column based format
Code once & test Create a template where content can easily
be updated without having to recode
Desktop
With Media Query / Fluid Layouts Chrome Gmail / Media Query Android Gmail / Media Query
Mobile Friendly
Adjusting the width Consider reducing the width to 560-580
pixels wide
Content size & coverage Increase the point size of your copy but
look to trim back on extensive content
Spacing Be sure to leave at least a 40 pixel radius
around each call-to-action
Standard Mobile Friendly
Product name is barely readable
Increased point size
Movable Ink
Real-time relevant content Utilize custom apps to provide real-time
content in your email that can be based on
device, location, and time of day
Device Targeter Serve up content only for mobile users
Local Maps Show local maps based on where the user
open their email
Device Targeter Customize content to the device on which your email Is read.
Local Maps Show local maps with points-of-interest based on where a recipient opens your email.
