Email on Mobile... Are you there yet?Naresh Bhagtani

Talk about this webinar #juvlon

Naresh BhagtaniManaging DirectorNiche Software

Chief product architect of Juvlon email marketing

Clients across the world

Consulting since 8 years on email marketing

naresh.bhagtani@nichelive.com

Presenter

Coming up...

● Why email for mobile? Some stats and forecasts of the Indian environment

● How? Design approaches with examples● Design tips for mobile email● Is this enough?● Q&A

Poll: do you use smartphones?

India Mobile Internet Outlook

India will have 185 million mobile Internet users by June 2014.- IAMAI and IMRB report (Jan 2014)

In 2014, 207 million Indians will have smartphones.- Mediacells research (Jan 2014)

Poll: which smartphone OS?

Smartphone OS share in India

India is Android country● 91% Android● 5.6% Windows● 2.9% iOS● 0.5% Others

IDC – Mobile Tracker Sept 2013

91

5.62.90.5

Smartphone OS share globally

The world is going Android too● 78.6% Android● 3.3% Windows● 15.2% iOS● 2.9% Others

IDC – Mobile Tracker 2013

78.6

3.3

15.2

2.9

Mobile Email Stats and facts

Email is the No.1 app on a smartphoneIDC and Facebook – “Always Connected” (2013)

Worldwide mobile email opens top 51%- Litmus Jan 2014

Email is the No.1 app on a smartphoneIDC and Facebook – “Always Connected” (2013)

Poll for email design worthiness

Designing Emails for mobile

BlueHornet “Consumer Views of Email Marketing” (2012)

If an email does not display correctly,

69.7% subscribers will delete it immediately.

How do you design mobile emails?

Designing Emails for mobile

2 major approaches

● Mobile Only (first)

● Responsive design

Mobile Only design for emails

Simplistic, minimalist● Think small screen, less resources● Mobile email shows same on desktop● Usually single column works best

Mobile Only email design examples

Mobile Only email design examples

Responsive Email Design

One Email, Different Versions

Adjust email depending on screen-size● Use CSS3 @media queries

– Detect screen size

– Display specific content on different devices

● Needs CSS skills

Responsive email design examples

Responsive email design examples

Responsive email design examples

Responsive email: Ltd Compatibility

Design Vs. Design

Design Vs. Design

Mobile Only design● Works everywhere● Barebone design● Easy to create and

implement● 51% mobile opens

and rising● 30% mobile only

users

Responsive design● Limited compatibility● Design in full glory● Needs special design

and HTML skills● Desktop opens

reducing● Desktop-only users

don't exist

And the winner is...

Mobile Only Email Design

takes the cake

But wait...

Is there something in between?● Easy like mobile only● Extensible to larger screens like responsive● More design capable like responsive

Isn't there a hybrid design approach?

Take a look at this...

Hybrid design approach

● A two-column design (tables)● Stacks content automatically on a mobile● Extends automatically on the desktop● Very simple to create in HTML● No media queries required● Can work well for product-grid display if HTML

tables are coded correctly

Generic design tips

Design tips for mobile emails

KISS – Keep it Simple & Straightforward● Large font in email body

– 14px text, 22px headings

● Large call-to-actions, buttons– 45 x 45px finger tap

● Minimum images, smaller and lower● Single column● Go on a “word diet”

Design tips for mobile emails

20/40/80 Rulewww.analyticsnerd.net/mobile-optimized-email-in-1-easy-step/

● Sender name: 20 characters or less

● Subject line: 40 characters or less

● Email headline: 80 chars or less, or at-least get the point across in the first 80 chars of the first sentence

Is this enough?

The big picture is still RoI● Look beyond optimizing emails● Optimize

– Landing pages

– Forms

Thank you

Questions

Naresh Bhagtani

naresh.bhagtani@nichelive.com

www.juvlon.com

Follow us @juvlon on Twitter