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FEATURED SPEAKER Pam Neely Marke1ng Content Creator, Email Expert www.pamneely.com Phone: 505.660.7072 | pam@pamneely.com Twi>er: @pamellaneely
MODERATOR Eryn Branham Pinpointe On-‐Demand, Inc. ebranham@pinpointe.com 800-‐920-‐7227
Email markeIng and content creaIon expert, author of “50 Ways to Build Your Email MarkeIng List”
800-‐920-‐7227 | www.pinpointe.com
Free GiM
From Email on Acid (a Pinpointe partner)
! Free White Paper: MOBILE OPTIMIZATION h>ps://www.emailonacid.com/images/blog_images/downloads/2015/MobileOpImizaIon/eoa_mobileopImizaIon_pinpointe.pdf
! Includes a FREE RESPONSIVE EMAIL TEMPLATE (page 20)
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What We’ll Cover Today
• How widespread is mobile email use? • How mobile users interact with email • Design Ips for mobile • CopywriIng Ips for mobile • Examples of mobile emails
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Cellphone and smartphone use con9nues to expand globally
From eMarketer 2 Billion Consumers Worldwide to Get Smart(phones) by 2016 December 11, 2014
Total global populaIon is 7.3 billion, so as of right now 26% of global populaIon has a mobile phone. 11% of global populaIon has a smart phone.
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According to Ericsson, 90% of the world’s popula9on over age 6 will have a mobile phone by 2020
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And smart phones aren’t just for calling…
From Email Monday’s Mobile Email Usage StaIsIcs, last updated this month.
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Mobile device growth wordwide
From the RadicaI Group’s February 2014, “Mobile StaIsIcs Report, 2014 – 2018”
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“My subscribers are older. They won’t read emails on their phone.”
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“But my industry is different, I’m in…”
From the Movable Ink Q1 2015 US Consumer Device Preference Report
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Mobile use overall
From the Movable Ink Q1 2015 US Consumer Device Preference Report
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Here’s how the stats on devices used for mobile emails breaks out
x From the Movable Ink Q1 2015 US Consumer Device Preference Report
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Here’s how the stats on devices used for mobile emails breaks out
From Litmus blog January 15, 2015
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Many mobile users will scan or cull their inbox via their phone first.
They use their phones to deciding whether or not to keep your email based on
• How important it appears to be (from boss, client, family, airline)
• Does it look good and read easily on a mobile device
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Our subscribers are “mobile first” in this sense Many of them decide to keep or cull our emails based on how they “render” or appear or a mobile device. The data firm Optyn found 75% of smartphone users delete emails if they can’t read them easily on a mobile device.
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These are similar reasons to why people unsubscribe from any email In March, TechnologyAdvice Research asked 472 U.S. adults: “For what reasons have you marked a business' emails as spam?”
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In January of this year, MarkeIngSherpa asked 2,000 adults “How ooen, if ever, would you like to receive promoIonal emails (e.g., coupons, sales noIficaIons) from companies that you do business with?”
Here’s how oMen people want to get emails
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There are three general types of mobile-‐friendly emails
• Scalable • Fluid • Responsive
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Scalable or “mobile-‐friendly” emails
• No media queries – the email isn’t set up to show a specific set of
code for each different device.
• Scalable code does not adjust to different devices.
• Basically an old-‐style coded email modified to look okay for mobile
users.
• Scalable email designs may also be called “mobile-‐aware”, “mobile-‐
friendly” or “agnosIc”.
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Fluid mobile-‐friendly emails
• No media queries.
• Instead of staIc measures (“50 pixels”), fluid design uses
percentages (“15%”) to control layout.
• Also known as “liquid design”.
• Consider using the “max width” property in the code so you don’t
end up with readably long lines of text if someone is reading your
email on a desktop.
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Responsive mobile-‐friendly emails
• This is the most widely-‐talked about mobile
email design approach.
• Responsive emails use media queries to serve
up different versions of code based on what
device the email is being viewed on.
• This lets you code your email to, say, display
two columns on a desktop, but only display
one column on a mobile phone.
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Fortunately, most email service providers offer responsive email templates (Pinpointe included) • You almost never have to “recreate the wheel” • Just use one of the responsive templates your email
provider offers • Tweak that design to fit your needs
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What are email marketers doing?
From the Econsultancy Email MarkeIng Industry Census 2015, in associaIon with Adestra
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Responsive email case study Stream Companies had recently redone Montgomeryville Nissan’s emails. To verify how effecIve the new responsive template would be, they ran three A/B split tests with the new responsive template against a non-‐responsive template.
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Don’t expect to double sales
If you switch to responsive coding. But a 15% lio is a good bet.
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Mobile-‐friendly email design essen9als
• Clear hierarchy • Readable font size • Clickable bu>ons • Clickable navigaIon • Single column design • OpImized images • Looks good verIcal & horizontal • Fluid or responsive • White space
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Mobile design essen9als: Font size
• Font size has to be big enough to read. 16 points is the minimum.
• Headlines should be 22 points or larger
• Use type size to show hierarchy of content
This is too small to read
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Mobile design essen9als: Call to ac9on
• Bu>ons have to be big enough to be “clicked” with a thumb
• At least 44 x 44 pixels, plus at least 10 pixels of space all around.
• Use CCS bu>ons, not images.
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Mobile design essen9als: Call to ac9on
This is big enough to click easily
These are not even close to being easy to click. They need at least double the space around them.
These are okay… just barely. People will hit the wrong item a lot.
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• Make the logo clickable
• Make type big enough to read and click
• No more than 3 or 4 choices
• Consider leaving it out enIrely
Mobile design essen9als: Clickable naviga9on
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Don’t forget load 9me aka “paint 9me”
Aim for an email size of about 75kb or less • Reduce file requests (images, etc) • Keep message short • Simplify your code as much as possible • Minify the html • OpImize images
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Resources for email designers
• Email on Acid’s Mobile Op9miza9on whitepaper h>ps://www.emailonacid.com/images/blog_images/downloads/2015/MobileOpImizaIon/eoa_mobileopImizaIon_pinpointe.pdf *Includes a free responsive template
• Jason Rodriguez’s book, Professional Email Design h>p://rodriguezcommaj.com/books
• Interac9on Design Best Prac9ces: Mastering the Tangibles h>ps://www.uxpin.com/interacIon-‐design-‐best-‐pracIces-‐tangibles.html
• Interac9on Design Best Prac9ces: Mastering the Intangibles h>ps://www.uxpin.com/interacIon-‐design-‐best-‐pracIces-‐intangibles.html
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Don’t forget the landing pages!
If your landing pages aren’t designed for mobile, even the best email is only going to get you so far. Landing pages – and websites – all need to be mobile friendly.
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Don’t forget to preview before you send Email on Acid Preview in Pinpointe:
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Email body copy
• Short • Easy to understand –
5th grade level
• Forma>ed to be easy to read
! Headers ! bullet points ! 1-‐line paragraphs
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From the Movable Ink Q1 2015 US Consumer Device Preference Report
800-‐920-‐7227 | www.pinpointe.com
From the Movable Ink Q1 2015 US Consumer Device Preference Report
800-‐920-‐7227 | www.pinpointe.com
An email in less than 15 words?
Buffer blog update: Headline & bu>on copy: 15 words! With the two lines of promo text below: 28 words
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An email in less than 35 words? Botanical Interests email Logo and teaser copy: 11 words Add 9 words to explain the offer: 20 words Copyright & unsubscribe info: 14 words Bonus: See the CAN-‐SPAM rule broken here?
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Word counts for other emails
Jeff Bullas blog update: 196 words
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Compare to this:
Men’s Health promoIon: 268 words *This is also an example of fluid design
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Email copy: subject lines
• Shorter than for desktop emails.
35-‐60 characters generally okay.
• 45 characters for iPhone 6 verIcal; 84 characters horizontal
• What’s visible will change
depending on the device
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Here’s how the inbox looks for different iPhone users
From the Litmus 2015 State of Email Report
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Expedia
What’s good about them: • Look good in one screen • Look great both verIcal and
horizontal • Images are very well
opImized • NavigaIon is clickable • Huge, super-‐easy to click calls
to acIon
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Expedia
Each secIon of the email frames beauIfully in horizontal view
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Shopify
Like the free trial call to acIon in the header
Unusually long subject line
Would like to see these spaced out WAY more
63 words including call to acIon copy on bu>on
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Same Shopify email, but in horizontal view 67 characters, including spaces. OpImal line length, according to Baymard InsItute, is 50-‐60 characters, though they also acknowledge that up to 75 characters is acceptable. Also note that the long hyperlink calls out one parIcular sentence of text AND makes clicking through much easier.
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Copyhackers
• Text-‐based emails. • Ideal newsle>er to study
email copywriIng from • Note the single-‐line
paragraphs • Far longer than usual –
about 600-‐700 words • Note the code in yellow
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The Future: New devices Mobile use is spreading across different exisIng devices
-‐ Apple iWatch -‐ Google Glass -‐ The Internet of things
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Wri9ng for the Apple Watch • Include a text version or people will see
a default “can’t read” message • Subject line, pre-‐headers and the first
1-‐2 lines of your email are key
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Try Pinpointe’s Email Marke9ng Solu9on for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-‐started Select program & enter code PPTWEBNR FREE MONTH of Pinpointe Service (limit 100K emails)
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