Mobile Email Optimisation Strategies for Small Screens - Litmus

@meladorri // @litmusapp #savagemarketing

[email protected] http://savagemarketingtech.com


Mobile Email Optimisation

JUSTINE JORDAN @meladorri @litmusapp

Slides + resources: litmus.com/lp/savagetech


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%


80% of subscribers delete emails

that look bad on their phones…

…and 30% unsubscribe

Source: BlueHornet Study: Consumer Views of Email Marketing


WHY?


BROKEN

EMAILS


FRUSTRATING

EMAILS


EMAILS THEY

CAN’T READ


LET’S

FIX IT.


KEVIN

MANDEVILLE


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?





Source: Litmus Email Analytics

Changes in email opens: 2011-2016


8%

56%

Source: Litmus Email Analytics

Growth in mobile email opens: 2011-2016

+600%


70%+ open on mobile < 15% open on mobile

Know your audience.





email receipt requested from an ATM transaction!




Context can affect conversion.

And it will.


WHAT IS

RESPONSIVE

EMAIL?


an email that responds to the screen size its viewed on


Source: https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing

Does responsive email perform better?


click rate for first link in responsive emails

+30% Does responsive email perform better?



+15% Does responsive email perform better?

Responsive design results in a 15% increase in unique clicks for mobile users.



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…


WHAT IS

RESPONSIVE EMAIL

NOT?


Responsive email is not foolproof.


Responsive design is not supported in Gmail.


Device ≠ App You can’t say “responsive email works on an iPhone.”

It depends.

Inbox by Gmail (iOS) Mail (iOS)


“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/

https://www.campaignmonitor.com/blog/email-marketing/2014/07/creating-a-centred-responsive-design-without-media-queries/


THINK

INSIDE

the inbox


SUBSCRIBER EXPERIENCE

From name Subject

line Preview

text Open Tap/Click Page/Site

Inbox Email/Body Page/Sit

e


From name Subject

line Preview

text

~25 characters

~35 characters

~85 characters

Optimize the envelope fields

>>> bit.ly/preview-text

http://bit.ly/preview-text


Preview text Optimisation guide >>> bit.ly/preview-text

http://bit.ly/preview-text


Bigger is better

‣ Body copy: 16px+

‣ Headlines: 22px+

‣ Buttons: 44px by 44px

‣ Space: 40px+

‣ Tappable touch targets

Tap/Click


iOS tries to help…

‣ Make phone calls

‣ Track packages

‣ Find addresses

‣ Create events

>>> bit.ly/ios-blue-links

Tap/Click

http://bit.ly/ios-blue-links


iOS will resize

fonts under 13px

Tap/Click


The rule of thumb

40–60 pixels between elements


THINK

OUTSIDE

the inbox


SUBSCRIBER EXPERIENCE

Opt-In Inbox Email/Body Page/Site


‣ 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


Page/Site

>>> wtfmobileweb.com


Apple Watch shows the plain text version.


No text version? No email.


Links are disabled. (no browser)

>>> bit.ly/watch-email


UTILIZE

YOUR

toolbox


FREE TEMPLATES

>>> bit.ly/slate-templates


litmus.com/giftcard // coupon code: SAVAGETECH

mobile testing + analytics

Thank you!

Slides + resources: litmus.com/lp/savagetech


[email protected] http://savagemarketingtech.com