Mobile Design: Marketing Fit for the Small Screen

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1 Mobile Design: Marketing Fit for the Small Screen

2 We live in an always on, always connected world. And there is no turning back Introduction GO! GO! GO! We live in an always on, always connected world. And there is no turning back. Mobile devices, which have become perfect accomplices to our increasingly fast-paced lives, provide on-demand access to people, information and entertainment. The fact that more than a quarter of mobile phone users, 29%, say their device is the first and last thing they look at each day reveals just how attached to our mobile devices we really are 1. GO! GO! GO! According to comscore, out of 234 million Americans with mobile devices, more than half million own smartphones 2. What s more, an IHS report shows that smartphones will account for half of the phone market in 2013, two years earlier than the firm had previously forecast 3.

3 Mobile Tipping Point Thanks to the proliferation of smartphones, many consumers have resorted to mobile . Interestingly, there is an inverse relationship between s read on mobile devices versus computers: as more s are opened on-the-go, fewer are opened on desktops 4. Percent of s opened on mobile and desktop 1st half of nd half of st half of % 27% 20% 64% 73% 80% activity will soon reach a tipping point where more opens will take place on mobile devices than on computers.

4 Mobile Tipping Point How would you describe the extent to which your compay has (or clients have) a strategy for optimizing marketing for mobile devices? Company Agency Very Advanced 2% Very Advanced 1% Quite advanced 6% Quite advanced 5% Moderate 16% Moderate 20% Basic 37% Basic 48% Non-Existent 39% Non-Existent 27% Econsultancy Digital Marketers United TM company respondents: 423 agency respondents: 177 Despite the increasing rate of opens on mobile devices, research from Econsultancy shows that 39 percent of companies lack a strategy for optimizing s for mobile devices. If they do have a strategy in place, 37 percent say it s basic. 5 Companies that are not yet optimizing their campaigns for mobile devices are missing out on a significant opportunity: 41% of mobile owners have made a purchase as a result of an viewed on a mobile device 6.

5 The Case for Mobile Although more than half of all smartphone users manage solely via their mobile devices, a substantial portion of s provide a less-than-optimal mobile viewing experience 7. Online activities conducted only via mobile* according to US smartphone/tablet owners June 2012 % of respondents 6.9% Pinterest 14.8% Twitter 34.4% IM 29.6% Online Banking 25.4% Online shopping Note: *always use a smartphone/tablet instead of any other internet-capable device Source: Prosper Mobile Insights, July 3, % 45.3% Internet Search 42.3% Facebook 31.7% None of the above

6 The Case for Mobile The highest area of consumer frustration with mobile marketing s is too much scrolling (42%). 29% of consumers say the layout of messages is wrong for their mobile device and 27% state there is too much content. These stats are for the general population. Detailed figures for specific age demographics are below 8. Why are mobile s difficult to read? All 42% % % % All 29% % % % All 27% % % 55+ 0% All 18% % % % All 18% % % % All 13% % % % Too much scrolling Layout is wrong for mobiles Too much content Links aren t easy to use Images don t automatically download Can t read text

7 Whip Your Marketing Into Shape It is in a company s best interest to design s with mobile viewership in mind. If consumers are frustrated by s that are not mobile-friendly, 63% of them will close and forget about or simply delete the messages 9. This opens a window of opportunity for marketers to capture business from competitors by providing a memorable mobile experience that is designed to cater to customers on-the-go lifestyle. Fit on the Small Screen There are two tactics that brands can employ to evolve their campaigns to be in-line with consumers growing affinity for mobile devices: scalable design and responsive design. Read on to learn the difference between the two and how each technique makes for a great mobile user experience, thus increasing the likelihood that your marketing s are read and clicked. Scalable Design Responsive Design

8 Scalable Design What is scalable design? It s an layout that, when reduced to half its size on a mobile device is still 100% readable and 100% fingertip clickable, says Matt Caldwell, Vice President of Creative & Agency Services at Yesmail Interactive. Scalable design utilizes: One layout compatible on both regular-sized computer monitors and small mobile screens A grid system to ensure all objects within the layout are aligned properly and proportional to one another A single-column stacked layout (usually) to streamline text The number one tactic to keep in mind when creating scalable s for the small screen is to... THINK BIG. BIG FONT BIG Buttons BIG White Space Use size 14 text or larger. Call-to-action buttons should be large enough for a 44 pixelsized fingertip to click. There should be ample negative space so as not to clutter the limited size of the screen.

9 Scalable Design Example: Yesmail s Creative & Agency team followed these best practices to create the HP Shopping . Headlines were typeset to 36 points while body copy was 14, and the call-to-action ( Shop HP now ) was clear. These combined elements, which were readable and easy to click on, worked together to make the HP campaign translatable to the small screen.

10 Responsive Design Utilizing responsive design is another approach marketers can take to mobilize their campaigns. Responsive design adapts your to the device it is rendered on and creates a layout that is proportional to the screen and subsequently, more visually-appealing. The design, which is not automatically done by your mailing system, uses the query to render two different layouts depending on what type of device the message is opened PC or mobile. The query coding stucture is as follows 10. Basic only screen and (max-device-width: 480px) { [define your mobile-friendly CSS style here] } How responsive design works can be summed up in an If, then statement: If your screen is 480 pixels wide or less, then CSS code loads a different style on your device. The primary responsive has a larger layout and is meant for desktops, though it can be employed on tablets since they have large screens as well (768 x 1024 pixels). Developers would then review this desktop layout to create a second responsive design using style sheets as guides to adjust campaign elements resize page widths and images, reformat copy (font, color, size, alignment), completely turn off areas of code containing images or copy of lesser importance, or all of these options combined.

11 Navigation: Part 1 1 row becomes 2 rows

12 Navigation: Part 2 3 columns become 1 column

13 Navigation: Part 3 Image Switch The image can be turned off

14 Navigation: Part 4 2 columns become 1 column The image is also resized and the font color changed

15 Current Limitations Since responsive design is a relatively new and rapidly evolving practice, it is not yet supported in all mobile environments. As mobile operating systems evolve, so will their ability to render responsive design techniques. iphone capabilities are currently ahead of the curve; however, responsive design has mixed results in Android inboxes. For instance, it does not work in the Gmail application on Android phones. Also notable, neither Windows Mobile nor Blackberry devices support responsive design. In these cases, the full-sized, PC version of s render instead, which makes for a poor mobile experience for users cluttered design and a page laden with content. Note: Regardless of whether your campaigns are mobile-ready or not, they should always adhere to the 3 C s. 1 3 Clean Concise Clear Calls-to-action While some marketers may consider complex coding requirements another caveat of responsive design, others deem them a one-time, upfront cost. After developers code the responsive design template, they only have to troubleshoot and conduct quality assurance tests.

16 Example The following from Domino s highlights the capabilities of responsive design. For the campaign, Yesmail developers turned off chunks of code (display = none) to remove non-critical, extraneous items like the social sharing Facebook and Twitter buttons at the top. Double-stacked columns draw attention to just the following buttons: order, coupons, menu, and español. This two-row navigation system leaves plenty of space for a fingertip to tap the header items. In the body of the , you can see that the designers resized images and made copy larger before stacking them into a single column. As marketers rarely capture the full attention of subscribers, these practices bring the most important campaign elements to focus and establish a clear path to the desired customer action: ORDER THIS DEAL. The call-to-action button spans the width of the screen, making it hard for customers to miss.

17 Scalable vs. Responsive: Which One to Use When weighing mobile design options, marketers should not feel compelled to choose either scalable or responsive, as they re not independent of one another. Scalable Design Best Practices Stackable Columns HTML Copy Large Buttons Scalable Design Responsive Design Stackable columns, HTML copy and large buttons can be modified and can make the extensive responsive design process that much simpler. At the end of the day, mobile design both scalable and responsive makes marketing s easier to read and easier to be absorbed, thus driving more engagement.

18 Mobile Myths Debunked When deciding whether mobile design is right for their brand or not, there are several misconceptions that marketers should recognize. 1. Consumers use their mobile inbox as a filter and save s to revisit on their computer later. Consumers generally notice subject lines first. If they open the and are interested, they act upon the call-to-action almost immediately. If they don t act then and there, data from Knotice shows that only 2% of consumers will reopen the same on a different device. 98% of opens occur on the same device It s enough for marketers to create s that are easy-to-read via mobile. marketers should provide an easy way for recipients to act upon their message. This could be something as simple as a mobile coupon to redeem in-store, thus preventing the showrooming effect. Results from a Yesmail report revealed that one-third of all mobile-enabled s deployed by 20 tracked brands sent recipients to landing pages that weren t mobile-optimized. If your mobile CTA is enter our contest/sweepstake or something of the like, ensure you direct people to a page that is fit for the small screen. Don t defeat the purpose of mobileready . Unless the Earth stands still and so do people, mobile device usage isn t slowing down. Companies have to keep up with the changing times if they want to maintain their edge in the increasingly competitive marketing landscape. As mobile design is now an essential component of any successful marketing strategy, it is crucial for brands to have a knowledgeable team dedicated to tailoring their campaigns for the small screen. Is your mobile ready?

19 Contact Us and About Yesmail Contact Us: If you d like to communicate your brand s distinct identity through attention-getting, mobile-ready visuals and copy, contact Yesmail s Creative & Agency team at YESMAIL or About Yesmail Creative & Agency Team Yesmail has the longest-running full-service design agency in the industry. Established in 1999 with a distinct focus on , registration pages and landing pages, we have developed expertise from years of making design decisions by analyzing results. Being connected to real-time metrics provides the Yesmail Creative & Agency team with informed designs that lead to more successful campaigns. Our experience and client diversity give a unique perspective in enterprise marketing, and our creative services optimize your campaigns for mobile viewership, social integration and maximum conversion. 1 Mobile Device/Cell Phone Statistics 2 comscore Reports September 2012 U.S. Mobile Subscriber Market Share September_2012_U.S._Mobile_Subscriber_Market_Share 3 Half of All Mobile Phones Will Be Smartphones by 2013, Two Years Earlier Than Forecast 4 Mobile Opens Report % of s are opened on mobile devices: stats 6 Consumer Online Behavior Report: Developing Informed Digital Marketing Strategies for Holiday Success 7 Consumer Digital Touchpoints and Beyond 8 Are your s ready for mobile devices? 9 Globe-trotting with edialog 10 The Age of Mobile Has Arrived. Are You Ready? 11 Mobile Opens Report

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