Webinar the mobile takeover may 2014_final
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Transcript of Webinar the mobile takeover may 2014_final
AGILE EMAIL MARKETING
Everything You Need To Know About Gmail’s
New Grid View!
Tuesday, April 22, 2014
Audio
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Questions and Recording
QUESTIONS:
• Please submit any questions throughout the
session by using the Questions panel on your right
RECORDING:
• Will be shared within 48 hours
Get Social!
#MobileTakeover
@movableink
@returnpath
Your Speakers
Jordan Cohen
VP of Marketing
Movable Ink
Bonnie Malone
Director, Response Consulting
Return Path
The Evolving Landscape:
Findings and Analysis of Movable Ink’s US Consumer
Device Preference Report
Mobile moved our cheese… fast
Sources:
• Silverpop & Unica, “Optimizing for the Small Screen,” August 2010
• Movable Ink, “US Consumer Device Preference Report,” May 2014
More email is opened on iPhones than all desktops combined
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
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
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
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
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
Desktop email opens continue to decline
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Smartphone opens seem to be leveling out
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Tablets are showing the strongest growth
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
So why are you still designing for desktops first?!!
Smartphones and Tablets do drive revenue
Source: Movable Ink, May 2014
Percent of email-driven revenue captured by device
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
And mobile email openers spend more than desktop-only people
Source: Movable Ink, May 2014
And iOS users spend more than Android users
Source: Movable Ink, May 2014
And, good news, iOS opens trounce Android opens
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Here’s the breakdown, in detail
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Here’s how device usage trends over a typical day
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
Tablets Replacing Desktop as Household PC of Record
Source: Movable Ink, “US Consumer Device Preference Report: Q1 2014,” May 2014
“Desktop companies” seem to think so
“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
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
Strategies for Success:
New Tactics and Ideas from Return Path and Movable Ink
The email
experience
is different
on each
device
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”)
- One layout for multiple
screens
- Single column
- Use larger, tap friendly
CTA
Mobile First - Fab
Desktop Mobile
Capital One
Email Landing Page
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.
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
PayPal
Initial Screen Scroll 1
Scroll 2 Scroll 3 Scroll 2 Scroll 3
Expedia
Desktop Version Responsive Version
24 Hour Fitness
Desktop Version Responsive Version
LinkedIn: I just want to congratulate my friend!
ebay makes everything easy by deep linking into its mobile app
J Brand uses device targeting to display the best version on any device
The Knot gives you a click-to-call option
Trying to drive in-store sales?
Express makes scanning at the counter easy
Comedy Central uses device specific call outs and deep linking
Comedy Central deep links to promote social sharing
And it works!
Got Questions?
• Please submit your questions or feedback
through the Questions panel
on your screen.
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!