Email marketing in a mobile world

Email in a mobile world

@signupto

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0 1,750 3,500 5,250 7,000

2103 Active Users (Millions) 2012

Is email still relevant?

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@signupto

YES!

67% of marketers say email is their most

successful digital marketing activity (CMO Council)

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Why?

•Personal & private •Non proprietary •Save for later

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27% of email opens were mobile in 2011(Knotice, H2 2011)

73%

27%

Mobile Desktop@signupto

47% of email opens are mobile today(Litmus, October ’13)

53% 47%

Mobile Desktop@signupto

but this will reach 60% by late 2014

40%

60%

Mobile Desktop@signupto

Email is mobile marketing

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50% +of all mobile purchases are triggered by email

(Exact Target)

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33% use mobile to screen their emails (STEEL)

70% of users will just delete if it doesn’t look good (Blue Hornet)

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but...

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18%of emails are optimised for mobile

(Experian)

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How to optimise for mobile

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Simple: design for mobile as

the target platform

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Better: Responsive design

•Adapts to fit the viewing device (mostly) •Uses CSS media queries •Hide, resize or show different elements

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@signupto

Key considerations •Small viewing area •Single column •Short attention span •Clear call-to-action / large interaction area •Optimise your subject line and pre-header •Make sure your site works well on mobile!

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Make things easy

When’s best to send?

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We looked at a few billion emails and...

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12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm

Opens Clicks

Time of day - 3pm

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Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Opens Clicks

Day of week - Thursday

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But even better...

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@signupto

Let people decide when’s best for them

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!

@SIGNUPTO WWW.SIGNUPTO.COM