Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014
-
Upload
movableink -
Category
Marketing
-
view
108 -
download
0
description
Transcript of Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014
![Page 1: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/1.jpg)
AGILE EMAIL MARKETING
Everything You Need To Know About Gmail’s New Grid View! Tuesday, April 22, 2014
![Page 2: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/2.jpg)
Your Speakers
Jordan CohenVP of MarketingMovable Ink
Bonnie MaloneDirector, Response ConsultingReturn Path
![Page 3: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/3.jpg)
The Evolving Landscape:Findings and Analysis of Movable Ink’s US Consumer Device Preference Report
![Page 4: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/4.jpg)
Mobile moved our cheese… fast
Sources: • Silverpop & Unica, “Optimizing for the Small Screen,” August 2010• Movable Ink, “US Consumer Device Preference Report,” May 2014
![Page 5: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/5.jpg)
More email is opened on iPhones than all desktops combined
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 6: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/6.jpg)
This is how the map has changed just over the past year
Q2 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 7: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/7.jpg)
This is how the map has changed just over the past year
Q3 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 8: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/8.jpg)
This is how the map has changed just over the past year
Q4 2013
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 9: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/9.jpg)
This is how the map has changed just over the past year
Q1 2014
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 10: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/10.jpg)
Desktop email opens continue to decline
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 11: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/11.jpg)
Smartphone opens seem to be leveling out
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 12: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/12.jpg)
Tablets are showing the strongest growth
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 13: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/13.jpg)
So why are you still designing for desktops first?!!
![Page 14: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/14.jpg)
Smartphones and Tablets do drive revenue
Source: Movable Ink, May 2014
Percent of email-driven revenue captured by device
![Page 15: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/15.jpg)
Smartphones also drive sales on desktops and tablets
Source: Movable Ink, May 2014
11% of purchasers open on a smartphone first, then convert on a different device
![Page 16: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/16.jpg)
And mobile email openers spend more than desktop-only people
Source: Movable Ink, May 2014
![Page 17: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/17.jpg)
And iOS users spend more than Android users
Source: Movable Ink, May 2014
![Page 18: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/18.jpg)
And, good news: iOS opens trounce Android opens
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 19: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/19.jpg)
Here’s the breakdown, in detail
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 20: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/20.jpg)
Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 21: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/21.jpg)
Tablets Replacing Desktop as Household PC of Record
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
![Page 22: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/22.jpg)
“Desktop companies” seem to think so
![Page 23: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/23.jpg)
“Desktop companies” seem to think so
“It’s the tablet that can replace your laptop. It is the most powerful, thinnest, and lightest Surface
Pro yet. It is a full PC and a brilliant tablet.”
- Panos Panay, corporate vice president, Microsoft Surface
![Page 24: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/24.jpg)
Closing Thoughts on the Research
• Smartphone email opens might have reached their peak at ~50%
• Tablets will continue to eat away at desktop market share
• The “tap-through rate” is the new click-through rate
![Page 25: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/25.jpg)
Strategies for Success:New Tactics and Ideas from Return Path and Movable Ink
![Page 26: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/26.jpg)
The email experience is different on each device
![Page 27: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/27.jpg)
![Page 28: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/28.jpg)
Best Practices:
• Consider a single column design; use 600 pixel width as guide
• Streamline/shorten the content• Use tap targets like images and
buttons in place of text links• Increase text sizes (13px minimum
for body copy, 16px minimum for headlines)
• Aim for total file sizes of less than 100KB
• Include a call to action button within the preview pane (approx. 0.3" – 0.4”)
![Page 29: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/29.jpg)
![Page 30: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/30.jpg)
- One layout for multiple screens
- Single column- Use larger, tap friendly
CTA
![Page 31: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/31.jpg)
Mobile First - FabDesktop Mobile
![Page 32: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/32.jpg)
Capital One
Email Landing Page
![Page 33: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/33.jpg)
Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries (@media).
The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly.
![Page 34: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/34.jpg)
Option 1 – Content Stripping• Stable• Renders well across multiple devices• Easy to update code• Elements may be stripped
Option 2 – Content Stacking• All elements carried over to mobile• Higher response rates• Least stable approach• Potential rendering and coding issues
Option 3 – Version Switching• Stable• Versatile• Renders well across multiple devices• Changes must be made across
different device versions
![Page 35: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/35.jpg)
PayPalInitial Screen Scroll 1
Scroll 2 Scroll 3Scroll 2 Scroll 3
![Page 36: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/36.jpg)
Expedia
![Page 37: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/37.jpg)
Desktop Version Responsive Version
24 Hour Fitness
![Page 38: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/38.jpg)
LinkedInDesktop Version Responsive Version
![Page 39: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/39.jpg)
LinkedIn: I just want to congratulate my friend!
![Page 40: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/40.jpg)
ebay makes everything easy by deep linking into its mobile app
![Page 41: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/41.jpg)
J Brand uses device targeting to display the best version on any device
![Page 42: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/42.jpg)
The Knot gives you a click-to-call option
![Page 43: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/43.jpg)
Trying to drive in-store sales?
![Page 44: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/44.jpg)
Express makes scanning at the counter easy
![Page 45: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/45.jpg)
Comedy Central uses device specific call outs and deep linking
![Page 46: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/46.jpg)
Comedy Central deep links to promote social sharing
![Page 47: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/47.jpg)
And it works!
![Page 48: Movable Ink and Return Path present "The Mobile Takeover" - May 29th, 2014](https://reader038.fdocuments.net/reader038/viewer/2022103015/54c7474a4a7959272a8b45b3/html5/thumbnails/48.jpg)
Thank You!
To learn more about Movable Ink, please visit www.movableink.com
To learn more about Return Path, please visit
http://www.returnpath.com
Any questions or feedback on today’s webinar?
Thanks for joining us!