in aMobileWorld

Email

Marketi

ng Best Practices

Icons made by http://www.freepik.com from www.flaticon.com, licensed under http://creativecommons.org/licenses/by/3.0

Like much of marketing, email marketing is constantly evolving…

http://tomfishburne.com/2008/08/evolution-of-ma.html

…And we’ve evolved into a mobile world.

http://tomfishburne.com/2008/08/evolution-of-ma.html

Have your emails made it there yet?

Don’t worry.We’re here to help.

Here’s the thing.

Mobile has overtaken desktop.

Marketingland.com

And email is the top activity on Smartphones.

if the time spent on the Internet via

mobile was distilled into 1 hour,

14 minutes would be spent

on email, beating out both

social networking (9 minutes)

and entertainment (8 minutes)

http://themogulmom.com/2011/01/how-much-are-invisible-tasks-costing-you

In fact

And since email drives the most sales…

ExactTarget

Your message should go wherever people will be looking for it.

http://www.theguardian.com/technology/2011/oct/07/samsung-nexus-prime-steve-jobs

And it should look good

when they see it.

© Paramount Pictures

Because if it doesn’t look good, they won’t look long.

http://www.emailmonday.com/mobile-email-usage-statistics

If it’s not designed for mobile, it’s not going to display well, causing scrolling and PZS*.

*Pinch and Zoom Syndrome

If it’s difficult to maneuver, people

won’t do it.

It can also be really hard to click through links.

http://www.homesinlaytonutah.com/happenings/

So let’s get down to business.

http://lightspeedsound.tumblr.com/post/32219785841/avante-gardeian-squigglydigg

What’s the difference between

Mobile Friendlyand

Responsive Design?

http://www.cieliterature.com/category/as-poetry/

Mobile FriendlyOne layout that stays the same

regardless of the device it’s on.

http://www.pinpointe.com/blog/tips-to-creating-a-mobile-friendly-website

Mobile friendly copy is

Finger Friendly.

http://www.itjobb.se/blogg/

It will display well on most devices.

But users may still have problems on different devices because it’s a one-size-fits-all solution.

Intelligentenergytoday.com

Responsive Design

Content is coded to display (or respond) based on the device ‘calling’ it.

http://www.clipartpanda.com/clipart_images/silver-laptop-icon-psd-32759947Icons made by http://www.freepik.com from www.flaticon.com, licensed under http://creativecommons.org/licenses/by/3.0

With Responsive Design, the content automatically rearranges in response to the device that’s

being used to view it.

Responsive design relies on CSS and is the standard for sites

and emails.

http://www.demonicpigeon.com/viewtopic.php?p=25397&sid=3d2b5f6ac346a9f4190ba0466342f7d4

Responsive Design is ideal.

http://breathingsocialmedia.wordpress.com/2013/10/10/what-a-hashtag-is-umm-neverthoughtaboutthat/

Responsive Design? Check!

What’s next?

http://www.ewallpapers.eu/view_wallpaper/mountaineering-1920-1440-4859.html

The Key to Creating Effective Mobile Emails…

http://www.nymomsworld.com/blog/2014/09/10214-workshop-keys-to-a-successful-school-year-for-your-child/

Use bullet points Keep it short Use catchy headlines Provide links for more detail

http://www.nymomsworld.com/blog/2014/09/10214-workshop-keys-to-a-successful-school-year-for-your-child/

But the very first sample is…

the subject lines, which are only slightly different on mobile than on

desktop.Huffingtonpost.com

You’ll want to use shorter subject lines

to fit the smaller screens

https://wefalllaughing.wordpress.com/category/childrens-poetry/

Make sure that the best part of your subject is

within the first 24 characters

of the subject line.

Android truncates at 24 characters and Apple truncates at 31.

http://imgur.com/s2uZX

Okay, subject line and content are great, so

you’re ready to go right?!

©United Plankton Pictures

Wrong.Send time may be

different for mobile users, too.

Smartphone and desktop almost completely oppose each other when it comes to open times, and tablet

users tend to open at different times as well.

Movable Ink

And if you break down your audience by age, you can see how likely they are to use a desktop,

phone, or tablet to read your emails, which should further help you customize your emails.

Live Intent

Finally, there are a few special considerations when it comes to size.

http://en.wikipedia.org/wiki/User:Colin_Douglas_Howell/Galleries/Dinosauria_size_comparison_table#mediaviewer/File:Human-allosaurus_size_comparison.png

no more than 600 pixels wide(but avoid dividing space up smaller than 320 pixels wide)

Your content should be

Make sure your font isn’t too big or small

A good rule of thumb is to use 14-16 pt. for body text and

22-28 pt. for headlines.http://www.aquire.com/blog/post/559/making-hr-big-data-not-so-big

Pre-header

Make the most of your pre-header, or the first 50-100 characters of

email copy.

Make clickable areas a

minimum of 29x44 pixels

with a 10 pixel pad.

Also avoid using a “traditional” navigation menu bar. The buttons

would be too small and un-clickable.

Prepare for “fat-finger” syndrome.

http://elaineeksvard.se/blog/2013/06/26/elaine-ar-sa-sjukt-blast-mitt-ex-glomde-lagga-pa-luren-och-jag-horde-allt/happy-finger-friends/

Make your Call to Actions clear, and make the clickable

areas obvious.

And put it above and below the fold.

http://urduonlinemoney4u.blogspot.com/2014/09/ads-reward-daily-making-money-online.html

The march to mobile is growing stronger.

Make sure you’re using the right tools,

the right way, with the right devices in mind.

Contact us now!

310-792-6060Info@Presslaff.comwww.Presslaff.com

Looking for more help?