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Mobile technologies are exploding and changing the way consumers interact with the Web, email and social networking. Now they have instant access to breaking news, personal and business communications, restaurant and travel reviews, and a pool of "experts" to follow. As a marketer, having a go-to-market mobile strategy is a critical piece of staying on top of the ever-changing way consumers interact with information and, specifically, email. Len Shneyder of Unica (formerly Pivotal Veracity) shares what he's learned in his 15 years of experience and proven best practices of using mobile technologies.
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Optimizing For The Small Screen
Optimizing Emails for Mobile Devices: Trends,
Tips and Best Practices
August 19, 2010 – Silverpop Webinar @Silverpop
Speakers and Agenda
• Len Shneyder – Director of Deliverability &
Messaging
– Unica
• Loren McDonald
– VP, Industry Relations
– Silverpop
– Moderator
• The Mobile Landscape
• The Nuts & Bolts of Mobile
• Rendering Tools & Testing
• Q & A
• Wrap-Up and Survey
Nielsen Study Headline…
Buried in Nielsen blog…Email Remains Top on Mobile Internet Activities…the dominance of email activity on mobile devices continue with an
increase from 37.4 percent to 41.6 percent of U.S. mobile Internet time.
Len Shneyder, Director of Deliverability & Messaging, Unica
Optimizing For The Small Screen
Confidential2010 Unica Corporation
The Mobile Landscape
Confidential2010 Unica Corporation
With 4.6 billion current mobile
subscriptions projected to
surge to 6.5 billion mobile
connections by 2014, there's
no denying it:
Mobile is no longer the future,
it’s the present!
Confidential2010 Unica Corporation
Everything is a mobile device.
Confidential2010 Unica Corporation
Chart: The Radicati Group, “Wireless Email Market, 2009 – 2013,” October 12, 2009, www.radicati.com.
0
200
400
600
800
1,000
1,200
2009 20102011
20122013
139 234 392659
1,107
Mobile Phone Email Users (millions)“The day when more people
read and respond to email via
their handhelds than any
other platform is approaching,
underscoring how critical it
is to build email campaigns
that are optimized for
mobile devices.”- Mobile Marketer, October 13, 2009
Mobile Internet adoption is
outpacing desktop adoption
by 8X- Morgan Stanley, Web 2.0 Summit,
October 20, 2009
The Mobile Explosion
Confidential2010 Unica Corporation
The Industry is Evolving
Confidential2010 Unica Corporation
Cha-cha-cha-changes
Confidential2010 Unica Corporation
Mobile Is Global, but there are clear
leaders
Confidential2010 Unica Corporation
eReaders – New Mobile Vanguards
Confidential2010 Unica Corporation
Mobile is not just on the go
Confidential2010 Unica Corporation
More food for thought: Social vs. Email
Email is the lubricant and
glue of social media.
Social actions translate
into email notifications.
Businesses are
increasingly leveraging
social channels.
Confidential2010 Unica Corporation
Mobile Marketing Food Pyramid
Mobile Lifestyle
Coupon Barcodes
Location Based
Mobile Email
Mobile Internet
Mobile Video/TV
SMS
Mobile Games
MMS
Confidential2010 Unica Corporation
The Nuts & Bolts of Mobile
Confidential2010 Unica Corporation
Mobile isn’t tied to any specific mail client
Confidential2010 Unica Corporation
Mobile Email Crosses Borders
A recent study found that
52% of mobile phone
owners access the same
email account across
multiple devices (PCs,
laptops, mobile phones,
etc.), with the other 48%
using a distinct account for
mobile-email only.
Confidential2010 Unica Corporation
Marketing Communications Inter-related
Deployment
Server
ISP
Server
Content Filters
RBLs
Volume Blocks
Complaint Blocks
Bounce Blocks
Blacklists
Confidential2010 Unica Corporation
Who is viewing your mail and how?
Confidential2010 Unica Corporation
Old Mobile Rendering – TEXT Rules
Confidential2010 Unica Corporation
New Mobile Rendering
Confidential2010 Unica Corporation
Problems May Be Small & Nuanced
Confidential2010 Unica Corporation
Don’t Waste Your Customer’s Time
Confidential2010 Unica Corporation
Properly executed mobile email
Confidential2010 Unica Corporation
Not optimized for mobile
Confidential2010 Unica Corporation
Pre-Headers – The Jury Is Still Out
Confidential2010 Unica Corporation
The Same Rules Apply
CSS has varied support depending on the mobile
device/email client in question.
– Inline-Styles are more widely support than Style Sheets
Brand yourself at the top of your email, your fold line is a
matter of inches so be sure who you are and what your
email is attempting to convey is easily discerned
Forms and scripts will appear as problematic in mobile
clients
Use single column layouts vs. double or triple column
Confidential2010 Unica Corporation
Rendering Tools & Testing
Confidential2010 Unica Corporation
Design optimization is a process:
1 – Test Your Links & Images
Confidential2010 Unica Corporation
A 2nd set of eyes never hurts
2 – Check your spelling
Confidential2010 Unica Corporation
The best defense against poor rendering
3 – Validate your code
Confidential2010 Unica Corporation
Visualize the future
4 – See what your customers are seeing!
Contact Information / Q & A
• Len Shneyder, Unica
– Twitter: @LenShneyder
• Loren McDonald, Silverpop
– Twitter: @LorenMcDonald
– Twitter: @silverpop
Resources
• Resource Center
– White papers
– Archived Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations available on SlideShare
– www.slideshare.net/Silverpop
Thank You!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com
