Email for Mobile Phones

Email for Mobile Phones

Jill BastianTraining and Education Manager

Hashtag #VRwebinar

Agenda

• Email Basics to keep in mind

• Tips for better mobile performance

• Resources

• Q&A

Page 2 | VerticalResponse, Inc.

13.36% of emails are opened by a mobile operating system or device. - Knotice (2011)


8.74% of emails are opened on an iPhone, compared to 2% on an iPad, 1.9% on an Android, and 0.15% on a Blackberry. - Knotice (2011)

Stats to ponder for a moment…

Basics

• Keep it simple! – smaller screen, less design

• Have a clear message – smaller space to get your message across

• Don’t use a lot of images - 80/20 rule applies more than ever

• Put important info at the top ‘above the fold’


Subject Line

• From Line

Company name

Subject Line Main CTA to get email

opened

Pre-header textSecondary copy to get email opened; displays in some preview panes

Subject LineFrom Line

Pre-header

Subject Line and Preheader - Mobile

• Front load your subject line

• Keep it short

• Consistent From label


From label

Pre-header

Images

• Always use Alt tags

• Have a balance – keep important info in text, not images

• Downloading images can sometimes take a long time on wifi


Narrow Email Width

• Make your emails 500-600 pixels wide. VerticalResponse creates our pre-designed layouts at about 600 pixels already.

• For iPhone (average mobile design) screen is 320


Links

• Don’t crowd links – too many together are hard to click on

• Always include links to important pages – Your website or landing page


Call to Action Buttons


• Use Call-to-Action buttons

• http://www.performable.com/buttons/

CTA in VR Newsletter



Call-to-Action buttons on an iPhone

Watch Scrolling

• Avoid having your recipient do a lot of scrolling. Make sure your key takeaways are up near the top.

• Keep it simple

• Clear Branding


Text Version is a Must

• Make sure you have a text back up to your emails in case your mobile recipients can only get text.

• Keep it short and easy to read - emails usually have line breaks at about 60 characters and mobile devices 20 characters. Use short paragraphs (1-2 sentences) then link to website.



Text Version

Landing Pages

• Email is just the start- Emails for phones also need more mobile-friendly landing pages and websites

• Remove Flash from landing pages or websites - Apple products, a large portion of the market, don't support Flash yet.


Mobile Site


Recap

• Text Back up is a must

• Keep it slim – 500-600 pixels wide

• Good branding is important

• Use a call to action button

• Think more about the top of your email


Resources

• VerticalResponse Marketing Blogblog.verticalresponse.com

• Designing Your Email for Mobile Devices – blog July 2009

• How To Do Everythinghelp.verticalresponse.com

• Guides Page www.verticalresponse.com/education-support/guidesTesting,Testing 123

• Call-to-Action buttons: www.performable.com/buttons
