Adam Q. Holden-Bache CEO, Mass Transmit

aholden-bache@masstransmit.com | @adamholdenbache

Rich Barrett Creative Director, Mass Transmit

rbarrett@masstransmit.com | @richcbarrett

Scott Hardigree CEO, Indiemark

scott@indiemark.com | @indiescott

We provide the services, tools, and

expertise that enterprises need to create

and manage digital communications across

email, social, and mobile marketing

channels.

We’re headquartered in New York City with offices in Charlotte NC, Aiken SC, and Seattle WA.

Our 22-person team is comprised of strategists, creatives and techies; all of whom are thought-leaders in their respective specialties.

We’ve been neck-deep in online marketing since 1996 and along the way have provided services to a wide range of clients including…

Company

SEMTwitter hashtag: #mtwebinar

SEMMobile Email Has Arrived

Mobile Audience: Smartphone

• 234 million mobile users in the US• 90.1 million smartphone users • 38% of all mobile users use smartphones• 28.8% of US population• Smartphones will outsell PC’s by 2012

Smartphones: Platform Market Share

Source: Nielsen, September, 2011

82% of smartphone users check and send email

with their device.

Source: Google “The Mobile Movement: Understanding Smartphone Users” April, 2011

16% of all emails are opened

on a mobile device,an increase of 81%.

Source: Return Path “Email on the Move: The Future of Mobile Messaging”, May 2011

Source: Campaign Monitor, June 2011

Most Popular Email Clients

90% of smartphone owners access the same email account

on mobile and desktop.

Source: Exact Target Channel Preference Survey

43% of mobile email users check email four or more times

per day compared to 29% of those who do not use mobile email.

Source: Merkle “View From the Digital Inbox, 2011”

iPhone is now the 2nd most popular email client, second only to Outlook.

#mtwebinar

Tweet-worthy Takeaway:

SEMMobile Email Marketing Strategy

SEMHow to determine:• Use email client detection services• Review if users click the “view mobile” link• Review your web analytics• Ask via a survey• Gather mobile info in your preference center

Do you have a mobile audience?

SEMMobile email marketing challenges:• Understanding mobile email platforms• There are no mobile standards - each device

presents emails differently• Testing/QA• Additional coding requirements

Do you have the resources?

SEMMobile marketing is not limited to email. Your email will likely link to your web site, landing pages, blog or social media channels. Are they optimized for mobile?

Plan for mobile beyond email

Mobile email marketing is growing fast but it doesn’t stop at the inbox. You’ve got to mobilize the destination too.

#mtwebinar

Tweet-worthy Takeaway:

SEM

Mobile Email Marketing:

Copy & Design

• Front-load subject lines• Pre-headers (keep them short)

are important

The Inbox

SEM• Keep it short and to the point.• Direct, easy to see calls

to action• Prioritize content blocks by

stacking• Remove low priority content or

link to it on your mobile-friendly web site

Your Content

SEM• Email widths at 640px will scale

evenly to the iPhone standard of 320px

• Headlines should be at least 30px• Body Copy should be 14px

minimum• Buttons should be 29x44px

minimum with 10px padding to accommodate touch.

Scale Up In Order To Scale Down

SEM• Try to avoid using font sizes below 13px

• iPhone auto-scales up to 13px; may break your layout

• Can eliminate auto-adjust for iPhone and Android:“-webkit-text-size-adjust: none;”

Beware text resizing

SEM• Think about mobile first

• Design to a grid

• Stack content, avoid columns

• Be sure your graphics are readable when scaled down

Design Best Practices

When crafting emails, think about mobile usability first.

#mtwebinar

Tweet-worthy Takeaway:

SEMMobile Email Marketing Coding

SEM• All leading mobile platforms support HTML, but images are often blocked

• There is little need for a Text or “Mobile friendly” version message

HTML

SEM

There are no standards

SEM

Add the Viewport Meta Tag to assure the email scales and fits the width of the iPhone.

Without the Viewport tag, the email is initially zoomed out too far with extra white space on the side.

This will only help with scaling on iPhone but it doesn’t adversely affect the way your email displays on other devices.

Viewport Meta Tag

<meta name = “viewport” content = “width = 320”>

SEM• Using CSS @media queries can allow you to reformat the same message for various devices.

• You can have a one column version for iPhone, two column layout for iPad, and three column layout for desktop email display.

• Coding using @media requires more coding skill and design planning for each campaign plus testing/QA resources.

CSS @media queries

Stop using a mobile-friendly LINK, start using mobile-friendly CODE.

#mtwebinar

Tweet-worthy Takeaway:

• Mobile email usage is big and growing fast• There’s no standardization between mobile devices • Users will flip-flop between desktop and mobile• Coding emails for specific devices is possible but

challenging• One message can work for both desktop and mobile

Takeaways:

SEMQ&AAsk questions in chat window or

via Twitter using #mtwebinar

For Webinar Attendees Only:

Free Mobile Readiness Assessment

• See how your email renders across devices, full report

• Get specific suggestions for improvements

Email us webinar@masstransmit.com (please include a copy or link to your email)

Slideshare:Presentation can be viewed at

http://slideshare.net/masstransmit

Adam Q. Holden-Bache704-706-2670 x200adam@masstransmit.com@adamholdenbache

Scott Hardigree407-970-9372

scott@indiemark.com@indiescott