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  • 1. Mobile Email Guide Design strategies to help you capture mobile clicks.

2. Getting startedOn average, were seeing about 40% of email opens coming from mobile devices and tablets. Unfortunately, all the work we do to ensure our emails render flawlessly on the desktop doesnt take into account the subscribers trying to read our emails on a tiny screen. Often times the mobile experience is disappointing, forcing the subscriber to wait for images to download, scroll endlessly to read a sentence, zoom in to click a link, then dropping them on a website with a similar experience. Mobile subscribers are less engaged because they are being forced through an experience that was not optimized to help them take the action were asking them to. Its daunting, as a marketer, to figure out how to address this growing challenge. In this guide, well walk you through where to begin and a couple design strategies to help you capture those clicks. 3. Getting startedUnderstanding your mobile audience. Where your subscribers are opening.Understanding operating systems and devices.Before starting any mobile optimization process, its vital to drop a pixel from Return Path or Litmus to figure out the breakdown of your mobile audience. You may be surprised to find more opens coming from tablets than phones, or iOS instead of Android. Optimizing for mobile presents a challenge because weve now added phone operating systems, mail clients and browsers to our current landscape of email landmines, each rendering HTML very differently. Its important to spend your time and energy on the largest audience you can reach.While were seeing Android taking up the largest market share, most of our clients are seeing predominantly iPhone and other Apple iOS devices contributing to the largest share of mobile opens. This is great news because iOS devices have the least amount of trouble rendering email. The Android operating system is being used on a variety of devices from Samsung, HTC, Google and Motorola, meaning inconsistent support across all those devices and the email clients on each handset. 4. Getting startedWhich mobile design is right for you? yes Know mobile open rate?noReturn path/ litmus reportMobile opens more than 30%?noyesMobile opens mostly IOS?yesnoCan support additional versions?noMobile optimizedReady to invest in customer experience?yes Responsive 5. Mobile design strategies / Three tips for mobile optimizationMobile optimized email. What is it?Highlights and Considerations.HTML email designed specifically to be viewed on a modern smartphone (screen width: 320480 px). Hybrid approach provides good experience for most subscribers.When is it used? More flexible design constraints.When majority of subscribers open emails on a modern smartphone. Renders at reduced size (zooms out). Easier to phase into existing program. Still reduces space for content, copy. 6. Mobile design strategies / Three tips for mobile optimizationMake it simple. What to do. Make the message clear and simple. Use graphics to help explain messages. Remove non-essential elements.Why its important. Mobile users are on the go, and likely to be multi-tasking. Messages that are clear, simple, and uncluttered will be most effective in getting them to act. 7. Mobile design strategies / Three tips for mobile optimizationMake it easy to scroll. What to do. Divide messages into clear sections. Use concise blocks of copy. Create flow with headers and images. Create patterns to imply theres more. Tease users with content below fold. Mimic scrolling elements in mobile sites.Why its important. Keeping the mobile users interest and attention is a challenge. Layouts can be organized to encourage rapid scanning while also gathering key information. 8. Mobile design strategies / Three tips for mobile optimizationMake it easy to click. What to do. Create larger buttons and links. Add padding between sections. Design whole sections to be clickable.Why its important. When pressed to a touchscreen, the human finger requires more space to click accurately than a mouse does. Designers must allow enough room to click accurately, even when zoomed out. 9. Mobile design strategies / Four responsive design optionsResponsive design. What is it?Highlights and ConsiderationsOne HTML file that uses media queries to style the layout based on screen size. More difficult to produce.When is it used? For subscribers viewing email in their native mail app on smartphones/tablets. Default messaging is sent to subscribers using gmail or yahoo app. Time needs to be spent determining content priority for mobile audience. Ability to hide most graphics and images, but not introduce new ones. 10. Mobile design strategies / Four responsive design optionsWrap it. Youve been there. You get an email on your phone and youre trying to read it, but you have to keep scrolling every which way and its frustrating, right? Well, theres an easy solution. Wrap it. Wrapping elements lets your email design reflow within a mobile screen making it easier for the user to read and get through. Simply consider the grid structure on both desktop and email. The Apple iPhone has a screen width of 320 pixels, so if you designed the desktop version to be 640 pixels this would provide a good two-column grid structureperfect for wrapping elements without the need to scale. Stick to one or two columns for easier readability.AABCDBCD 11. Mobile design strategies / Four responsive design optionsSwap it. If youve ever wondered why an image doesnt fit or looks odd when youve opened an email, the first thing to remember is that not all desktop hero images work in a mobile format. Heres an example: while the landscape desktop image looks great in this format, it doesnt work as well on a smart phone. However, its easy to swap the image to a portrait layout that is specifically designed for a 320-pixel-width. Also, if the image looks blurry, you can Sharpen It by doubling the size of the original image. For example: the original image is 100%. You can resize and save to a magnification of 200%. Problem solved.LoremAALorem 12. Mobile design strategies / Four responsive design optionsHide it. Have you tried to open an email lately that takes forever to load or there are xs instead of images? Heres the reason and how you can optimize your customers experience to avoid this kind of frustration. While you may want your customers to see some great branded images, often they may take too long to load, make your email unnecessarily long or may not be relevant for your mobile customers. With smart, responsive design you can hide them, making the mobile email marketing experience more relevant and seamless. You may also choose to add a link that says view images, giving your customers the option of what they want to see.LoremAA CBLoremC 13. Mobile design strategies / Four responsive design optionsDesign options. Here are some other design options you can incorporate with responsive email design.Text With system text you can: Change font size, color, family, weight, decoration, style or variant.Images Regular images provide more options for manipulation than background images. In most cases, theyre the best option to use. With regular images you can: Resize an image by scaling it. Chop an image by hiding slices. Change line height. Hide an image. Change margin and padding on a text block. Move an image to previous or next row in layout. Hide an entire text block.With background images you can: Hide selected text within a block. Swap a background image by changing img src. Move a text block to previous or next row in layout. Wrap text. Crop a background image. Hide a background image. 14. We can help. We understand how complicated it can be to get started optimizing your program for the mobile audience, and we plan to continue producing materials to make the process easier. Give us a call or send us an email with ideas and suggestions. If youd like further assistance, we provide many in-house and online training solutions. We also offer full creative services and can write, design and execute your email marketing program. 15. About Responsys Responsys is a leading provider of email and cross-channel marketing solutions that enable companies to engage in relationship marketing across the interactive channels customers are embracing todayemail, mobile, social, the web and display. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Deutsche Lufthansa, Dollar Thrifty, LEGO, LinkedIn, Newegg, Orbitz, Qantas, Southwest Airlines, United Airlines and UnitedHealthcare. For more information about Responsys, visit