Presented by Chris Munz@cmunzproject

cmunz@fishbowl.com

The mobile experience

Discussion Points

• Brief History of the Smartphone

• Why Mobile email is important

• How Responsive design templates can create both mobile and desktop experience

• Mobile experience after the email

WOW!

1994 2013

Why is Mobile Email important?

Global Smartphone unit sales are expected to grow 46% this year!

Email is dead…….

“Email has had a good run as king of communicators. But its reign is over. “

-The Wall Street Journal 2009

REALLY?

•3.9 Billion email users worldwide

•Projected to be 4.9 billion by 2017

•Consumer email accounts make up the majority of the accounts 76%

•897 million mobile email users, projected to be 1.7 billion by 2017.

Email Statistics Report, 2013-2017

Radicati Group, Inc.

Yikes! Mobile email has taken over

43% of emails are read over mobile devices. This is expected to rise to more than 50% by the end of 2013

Fishbowl and Mobile Email

Quarter 4 2012

Quarter 1 2013

Quarter 2 2013

0%5%

10%15%20%25%30%35%40%45%50%

OpenRate

Mobile and the Fishbowl Restaurant Industry Index

Casual Family Fast Casual

Fine Dine QSR0%

10%

20%

30%

40%

50%

60%

Q1 Fishbowl Mobile Open RateFishbowl Restaurant Industry Index

Mobile Open Rate

44% Overall mobile open rate

QSR Campaign sees 64% Mobile Opens

Message 1

Message 2

Message 3

Message 4

Message 5

Message 6

Message 7

Message 80% 10% 20% 30% 40% 50% 60% 70% 80%

Strawberry Campaign

Email Client Browser Mobile Browser

Casual Dine Campaign sees 46% Mobile Opens

Message 1

Message 2

Message 3

Message 4

0% 10% 20% 30% 40% 50% 60%

FATHERS DAY Gift Card Mailing

Email Client Browser Mobile Browser

What’s the Point?

Not all brands have a customer base that is mobile

Bad news for marketers

• 3.3% is the percentage of users who have viewed a email in more than one environment

• Users who have read an email on their mobile will do so again about 45% of the time.

• This means that nearly 97% of the emails are viewed just ONCE.

Marketers have one shot at it!

Better Make it count!

Most Preferred types of mobile email messages

12% Newsletters

21% Real Time delivery tracking 21%

Promos + Vouchers

27% Special Offers

4% Other

How Fishbowl Handles Mobile Email

Mobile Email Marketing practices

• Short Subject Lines

– 35 characters max.

• Take advantage of the Pre-Header

– 85 character max.

• Less Copy means more

• Rethink your creative

• Test, Test, and Test again

Research shows almost 70% of subscribers delete badly designed mobile emails and 18% unsubscribe.

Scalable

Scalable vs. Responsivethe difference

• An email design layout that is still 100% readable and 100% clickable when reduced to half its size on a mobile device.

• Techniques used:– A grid system for alignment

and proportion– A single column– Larger fonts– Touch-friendly buttons

Responsive

• An email layout that adapts to the proportions of the device it is rendered on by using CSS3 @media queries.

• CSS media queries:– Auto- adjust the layout– Content– Text size

Responsive Design Mailings

Mobile

Desktop

Mobile Email caution

Not all mobile email clients support media queries

It just does not stop at the mobile inbox

• Google Wallet, Passbook

• Apps (online ordering, loyalty, social, games, music, mobile payment etc.)

• Mobile optimized landing pages

• Mobile Search

Passbook & Google Wallet

Passbook & Google WalletGeoFencing

Loyalty, Online Ordering, Mobile Payment Oh My!

Use your mobile email as a launching pad!

Mobile Sites

Non Mobile Site

Mobile Optimized

Mobile App call to action

Mobile Search

• 81% of consumers have searched for restaurants on a mobile device.

• Mobile restaurant searches have a 90% conversion rate according to the study.

• 70% of all mobile searches result in action within one hour.

#1 of objective is to drive revenue

One last thing marketers are facing

Attention Spans are

Mobile can no longer be ignored

by marketers

By Chris MunzFollow @cmunzproject