Mobile Design Basics & Introduction to Mobile Optimized Templates

March 13th, 2014

Speakers

Amanda MonroeDesign Consultant

amonroe@exacttarget.com

@amandacloevius

Speakers

Kim StrattonProduct Marketing Manager,

kstratton@exacttarget.com

@KimLStratton

rsModerator

Patty RaylSenior Global Instructional Designer

prayl@exacttarget.com

@pattyrayl

Your active participation is encouraged. Here are some tools for you to use.

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Raise Your Hand….

Are you currently designing emails with the Mobile subscriber in mind?

*Kleiner Perkins Caufield and Byers

Today’s inbox is:Frequented The average person checks their phone 150 times a day*

***Return Path: Data from 3 million users May-June 2013

Today’s inbox is:Cluttered We receive 416 commercial messages a month (13/day)

Today’s inbox is:InteractiveEmails are revealed in stages

From Name

Subject Line

Preheader

Pre-scroll Scrolling view Click through to siteInbox

Mob

ile Des

ktop

Of those who opened on mobile, 13% clicked through.Of those who opened on desktop, 25% clicked through

ExactTarget primary research

Today’s inbox is:Shallow

Mobile openers click less than desktop openers.

Mobile is a barrier to clicking

ExactTarget primary research: one customer, 1m+ dataset

For one retailer,

72% opened the email once.

For one retailer,

81% clicked the email once.

Working with TemplatesA modular approach to mobile email design

Before we start:

Terms to Know1. Template: the blank shell that the email is built on

2. Modular Content: Chunks of content that can be stored separately and recombined in various iterations.

3. Content Areas: Empty area within template where text, links and images can be inserted.

4. Stored Content: Independently stored section of content with text, images and styling that will be placed inside of a Content Area.

5. Framework: all of the elements that holistically fit together to create your templates and emails

Mobile-optimized email aims improve three areas:

1. Production EfficienciesIf emails are built on a modular framework, it can cut production time down

3. Performance MetricsA more legible email means content is magnified – if the content is relevant, metric lift will follow.

2. Brand ImpactBuild subscriber trust by respecting the viewing environments of users; give them a legible, usable, beautiful experience.

Mobile viewing is the largest disruption in email design today.

ExactTarget Templates

Blocks of modular content turn into content areas, allowing basic editing of text and images in ExactTarget’s WYSIWYG content editor.

Content areas may be created and stored separately from a template, then dragged-and-dropped into the appropriate area of an email when needed.

A Framework uses Modular Content

Template + Stored Content = Final Email

A Framework is a Modular Approach

A framework is a standardized approach to designing and building email that creates both consistency and flexibility for your designers, developers & subscribers.

ExactTarget Templates

Template Shell + Content Areas = Potential Templates

A Modular Approach Allows for Dynamic Content

If gender = male, display Article 1

If gender = female, display Article 2

Getting Started: Plan for Content

Create a Wireframe• Dissociate content from

visuals, focusing primarily on function

• Establish a content hierarchy • Ensure content structure

matches hierarchy before applying graphics

• Make iterating on the layout easier

Getting Started: Define Variability

Defining a fixed number of variations for content blocks allows for the delivery of tailored experiences while controlling the impact on content creation time.

Content Inputs• Headline• Copy• Button• Image

Possible Content Formats

Keys to Success: Style Guide

An email style guide establishes email standards for your brand for frequently used email elements.

• Present a cohesive brand

• Improve customer engagement

• Realize efficiencies in the email creation process

Mobile Optimized Templates

Create your emails for mobile users

Des

ktop

ExactTarget primary researchWhat are Mobile Optimized Templates?

Des

ktop

ExactTarget primary researchBenefits of Mobile Optimized Templates• Ensure your emails render properly on a mobile device• Increase ROI and engage with mobile customers• Free

Des

ktop

ExactTarget primary researchNew Mobile Optimized Templates• 13 Mobile Templates• Available in all email editions• New preview mode

Mobile OptimizedTemplates

Des

ktop

ExactTarget primary research

+25%Clicks

Post-redesign

Responsive Redesign

Multi-Variant Testing

+10%Mobile clicksBoth responsive

solutions

Mobile-Aware(mobile-friendly,

design-only changes)

Responsive(fully responsive,

2 sets of graphics)

Responsive-AwareResponsive

header/footer, mobile-aware body

Winningsolution

Email Design Tactics

Content strategy, legibility, touch, and context.

Write Concisely and with Hierarchy in Mind

• Key subject line info should be in the first 35 characters.

• Preheaders can be around 80 characters, with the most important content first.

• Use a top-down content hierarchy.

• CTA language should be descriptive, value-oriented, and action-oriented.

Mobile-First Content Strategy

1.Pull click overlays for a variety of sends from the same template

2.Prioritize content into top three clicks

3.Cut content that doesn’t get clicks

Design Legibly

• Use 1-column for primary content

• Legibility is more important than length

• Top down hierarchy• Use contrasting color

to ensure readability across brightness levels

Design Legibly

• Think BIG:• Full-width graphics• HTML text sizes should be

15px+ for body copy and 22px+ for headlines

• Go even larger when text is part of an image, to accommodate image scaling

• Place CTAs on the left side (ideal) or center

Design Legibly with Images

• Images are more content-rich than text: use images to communicate your message

Design for Touch

Make buttons “Tapworthy”• Size: keep buttons at least a 44px square for

easy tapping• Position: Keep links/buttons to the center or

left for ease of use – or full width!• Space: separate links to avoid touching two

links

The context of apps:

Know what your users are doing when they’re not in your email.

Top 4 apps:

1. Google Maps

2. Facebook

3. YouTube

4. Google+(source: Mashable)

Email is part of a mobile ecosystem

The context of apps:

Borrow usability elements from these commonly used apps

• Button treatments• Visual cues• Content layout patterns

Email is part of a mobile ecosystem

Email is part of a mobile ecosystem.

The context of the email inbox:

The inbox frames your email

Always view your emails in their natural habitat: the inbox

vs

Mobile Email Design Basics: Lessons

1. Mobile email viewing is the new normal

2. Think of your emails as a framework of modular pieces

3. Write your content in a mobile-first way

4. Design legibly for small screens

5. Design buttons for touch

6. Understand the context of mobile viewing

New Email Design Toolkit!

Proven tips and advice from our email experts on:

1.Email Design Basics

2.Email Coding Fundamentals

3.Data for Designers

Available March 18th!

Questions?Please type them in the chat panel

Interested in Additional Mobile Webinars?

March 19th – 2:00 pm EST 2014 Mobile Behavior ReportCombining mobile tracking and consumer date to build a powerful mobile strategy

http://www.exacttarget.com/resource-center/webinars

March 27th Advanced Responsive DesignDesign tips, code and data for better email design

Register:

Resources

Training available in 3sixty• January Release Training• Getting Started with Email (Template lesson)

Design Blog• http://www.exacttarget.com/blog/category/e

mail/design-email/

Emails• Link to recorded training• Toolkits