1. Upwardly MobileMeeting the email challenge for the mobile consumer Tim Watson Twitter @tawatson

2. Where do you use yours? April 20, 2011

3. World stats World population 6.9 billion PCs 1 billion Televisions 2 billion Mobile phones 5 billion Or 73% of world population Developed world 90%+ of population April 20, 2011

4. Worldwide smartphone sales 2010 April 20, 2011 Source: Gartner 2011

5. smartPhone share Q4 2009 to Q4 2010 April 20, 2011

6. Operating system share for new purchases April 20, 2011

7. Predicted mobile traffic growth April 20, 2011

8. Predicted traffic by device April 20, 2011

9. Email most used mobile internet application April 20, 2011

10. Email usage by device April 20, 2011 Source: smartFOCUS

11. How often mobiles users check email April 20, 2011 Source Merkle “View from the Digital Inbox 2011”

12. Email activity by time of day (weekday) April 20, 2011 Kick-off Closing check-up Lunch review 40% of email activity outside of 9am to 5pm hours Source: smartFOCUS

13. Email activity by time of day (weekday) and device April 20, 2011 Source: smartFOCUS

14. Email activity by time of day (weekday) and mobile device April 20, 2011 Content Crush Hour Couch Consumption Source: smartFOCUS

15. Engagement April 20, 2011 Source: smartFOCUS

16. Three key factors Design and rendering Working with a smaller screen Message Changing copy needs Behavioural How and where emails are consumed April 20, 2011

17. What could go wrong? April 20, 2011 Android. Zoomed in, images on Android. Zoomed in, images off iPhone. Zoomed out, images on

18. iPhone increases text April 20, 2011 Additional white space

19. Design for desktop or mobile? April 20, 2011 Take two bottles into the shower?

20. What is the best width? April 20, 2011

21. Starbucks – original (Android) April 20, 2011

22. Live dynamic layout demo April 20, 2011

23. One email – two layouts April 20, 2011 Desktop view Mobile view

24. Images off version (Android) April 20, 2011

25. How did we do it? Cleaned up HTML Reduced amount of code Spacing without spacer gifs – use cell widths Switched heading and call to action to text Allow flexible layout, resize and text re-flow Removed 600px explicit width setting Styles inline Will show correctly without download of external CSS Styles specific for mobile Some styles wrapped by CSS media query. Heading less cramped CSS spans to allow specific modification on mobile view April 20, 2011

26. Control text size April 20, 2011 Before After

27. Mobile Preview tools April 20, 2011

28. Mobile inbox April 20, 2011 iPhone Android

29. Subject lines Shorter than desktop First 30-40 characters viewable. Put key words at start of the subject line. Example A bag of coffee for the weekend, with our compliments Vs. Complimentary bag of coffee for your weekend April 20, 2011

30. Pre-header text April 20, 2011

31. Behaviour Filling the gaps Emails processed in the 30 second to five minutes gaps. Expect short attention and distracted readers. Triaging If not interesting delete now Urgent action needed respond now Interesting content, news, entertainment read now Keep for later if gap time is close to end Simple action complete now – if connection available Complex action needed complete later April 20, 2011

32. Mobile email checklist Design to work at 450 pixel width Ensure email scales down by 50% Keep email HTML and images byte size down Consider keeping to single column Code to automatically adjust for best experience Use (HTML) buttons for key calls to action Avoid many links close together Minimum text size; body 12 pt. and headings 24 pt. Use inbox preview tools to proof Front load key words in subject lines Include pre-header text to expand subject line Keep copy chunked and short April 20, 2011

33. SMS - inbound April 20, 2011

34. SMS - outbound Transactional and Service messages Calendar and Appointment reminders Last minutes travel changes High value, highly targeted, highly perishable Customers with no email April 20, 2011

35. Beyond the email click Mobile version reduced page bounces 22% Vegas.com A/B split test Selected test of a few key pages Mobile traffic split to normal and new mobile page 16% more page views 4% higher conversions April 20, 2011 Source: MarketingSherpa

36. Your next step Check your web Analytics How much mobile traffic? Benchmark Review Plan April 20, 2011

37. DMA resources DMA Member resources. Events, whitepapers and best practice guidelines DMA Email Council blog http://dmaemailblog.com DMA Infobox email newsletter http://www.dma.org.uk/infobox April 20, 2011

38. April 20, 2011 twatson@smartfocus.com @tawatson info@smartfocus.com www.smartfocus.com 0117 943 5800 www.linkedin.com/smartfocus www.twitter.com/smartfocus www.facebook.com/smartfocusgroup Post webinar questions and thoughts? Use Twitter hash tag #smartermarketing