1. The Mobile Inbox 101 Content strategy and userexperience lessons toconnect with yourmobile subscribers.

2. Hello Alex Williams CreativeDirector,TrendlineInteractive @alexcwilliams Kristina Huffman GlobalPracticeLead,CreativeServices,ExactTarget @krudz 3. The Mobile Subscriber 4. The mobile barrier still exists 13% 25% 0% 5% 10% 15% 20% 25% 30% Mobile clickthrough rate Desktop clickthrough rate Mobile openers still tap less than desktop openers. Click-to-openrate Click-to-open rates for a B2C customer 5. For one retailer, 72% opened the email once. 6. For one retailer, 81% clicked the email once. 7. Designing content for [sm]all screens 8. Mobile magnifies content 9. Resist the Kitchen Sink 10. 1. Pull click overlays for a variety of sends from the same template 2. Analyze each static section, cut content that has historically performed low 3. Trace required content back to the source to understand rationale. 4. Prioritize content into top three clicks Ensure all clicks tie back to overall email goals. Somethings gotta go Mobile Success Requires Tough Choices 11. Ensure all clicks tie back to goals. Be ruthless. 12. Give them The Ten Peso Version 13. [sm]All Screens Require Focus: 3 Questions to Ask For Your Next Email What Why How is the point of this email? should they care? do they take action? 14. What? Why? How? Optimize each modular section of an email for fast comprehension, not just real estate. Users might jump straight from What to How, with the general content and imagery of the inner triangle acting as the Why. How it WorksAnswer All 3 in One Glance 15. Answer All 3 in One Glance 16. The Triangle in actionAnswer All 3 in One Glance 17. Countdown to what? The Triangle in actionAnswer All 3 in One Glance 18. Elements of Email 19. Branding on Mobile Dont design yourself into a box, give yourself visual flexibility Consistent Type, CTAs and Styles will hold your brand together across screens The message, tone, and feel is your brand, not pixel perfect rendering of your layout across 50 email clients 20. UI: Use Mobile Conventions The most beautiful toilet sign is useless if men constantly walk into the ladies room -Oliver Reichenstein 21. UI: Make calls to action stand out with color, whitespace, placement Source: HubSpot Protip: Whatever stands out gets clicked. winner 22. Use them. Dont hide them on mobile Images 23. Use them. Dont hide them on mobile Images 24. Use them. Dont hide them on mobile Accommodate retina now Images Fuzzy image- based button 25. Use them. Dont hide them on mobile Accommodate retina now CSS > image-based elements Images 26. Use them. Dont hide them on mobile Accommodate retina now CSS > image-based elements Rethink borders: the device is the container Images Border- mania! 27. ExactTarget.com Blog video content average viewing duration by device Video was made for mobile 28. Testing and Tracking Mobile Its a whole different ballgame 29. Testing & Failing Mobile has made email testing & analysis a bit more complicated 30. All data points are not created equal. Open Click Unsubscribe In store conversion Online conversion Website visits Engagement Logins/Registrations POS conversion Coupon Redemption Social sharing How are they trending over time? 31. Conversion isnt always linear. 32. Analysis Then Avs. BOpen Click Through Click to Open a Conversion a Unsubscribe Open a Click Through a Click to Open Conversion Unsubscribe a Winner 33. Analysis Now Desktop Open Rate Click Through a Click to Open Conversion Conversion Avg. $$ Unsubscribea Tablet Open Rate Click Through Click to Opena Conversion Conversion Avg. $$ Unsubscribe Smartphone Open Rate a Click Through Click to Open Conversion Conversion Avg. $$ Unsubscribe Multi-Open Combo Open Rate Click Through Click to Open Conversion Conversion Avg. $$ a Unsubscribe 34. Version B, the Responsive design email saw a double digit increase in sales of items that start at over $1,700 at a 94% confidence level. (A- Fixed Width) (B - Responsive) http://whichtestwon.com/bowflexs-responsive-design-test-results A- Fixed Width Open Rate a Click Through a Click to Open a Conversion Conversion Avg. $$ B - Responsive Open Rate Click Through Click to Open Conversion a Conversion Avg. $$ a Case Study 35. Failing in Testing is OK, as long as you learn something. Dont test until you win/lose, test until you understand why. 36. Testing to Understand Gradually introduce mobile optimization techniques Keep as much similar creatively as possible until you have solid data Stay focused on key data points, dont get distracted by spikes in open/click Test multiple emails over a an extended period of time in lieu of one off A/B tests. 37. Define goals Branding Performance Production Efficiencies Download code samples http://pages.exacttarget.com/ETDesign Identify a small team to pilot 1.Design 2.Code 3.Launch 4.Repeat repeat repeat Launch Do whats best. Start now. Iterative testing 38. Q&AResources at: http://pages.exacttarget.com/ETDesign AlexWilliams CreativeDirector,TrendlineInteractive @alexcwilliams Kristina Huffman GlobalPracticeLead,CreativeServices,ExactTarget @krudz