Buzzword: Responsive EmailThe Good, The Bad, and The Ugly

AGENDA

• The State of Mobile Email• Yawn. I’ve heard this before.• How to Get Started, Today• Solutions• Q & A

YOUR HOSTS

Michael ScianoDirector, Client RelationshipsMichael@fancentric.fm

Mark CampbellSenior Designer & Front-End EngineerMark@fancentric.fm

AGENDA

Yawn. I’ve heard this before.

Does it really matter?

What’s the risk?• Brand Reputation• Lower Engagement• Lower Conversions• Missed Opportunities• Fluid Subscriber Experience

That thing about first impressions…

Emails influence Brand Reputation

Are your subscribers frustrated?

31%Of marketers don’t know

their mobile email

Open Rates.

HAVE YOU…

• used your ESP data, Litmus or Return Path to track mobile and device opens, as well as browser opens?

• figured out how many subscribers are viewing on mobile?• which devices or browsers your subscribers prefer?• which email clients your subscribers use?• tested the subscriber experience internally?• considered WHERE your subscribers are, in terms of physical

location?

WHAT IS YOUR CALL-TO-ACTION PATH?

• What’s the goal of your email?• Is your CTA achievable on mobile?• Is your CTA “tap-able”?• How many taps/clicks does it take to convert?• Is the corresponding landing page or website responsive?• How many different programs does the path require? • What’s the likelihood that your subscribers will convert on

mobile or wait until it’s more convenient?

I STUDIED THE DATA, NOW WHAT?

• Mobile Aware or Mobile Responsive?• Audit your digital marketing program for mobile optimization.

MOBILE AWARE• Works well on both desktop

and mobile devices• No need to modify html code• Single column structure• Large(r) Text• Touch Friendly Buttons/CTAs

RESPONSIVE

• Change the layout and experience through advanced coding

• Changes can be based on devise, app, browser, etc.

• Adjust size of text, images, buttons• Hide or swap certain content• Personalize the mobile experience

THE EXPERTS ARE HERE

• FanCentric provides services and expertise in…– Mobile Strategy and Direct-to-Fan Communications– Mobile Responsive Templates for repeat use– Converting Existing Emails to be Mobile Responsive

• Template Tool Kit• Mobilize

TEMPLATE TOOL KIT

DESKTOP VERSION

MOBILEVERSION

Introducing:

Make your emails mo’ Beta:

http://fancentric.org/mobilize/

FanCentric@FanCentricFacebook/FanCentric

Content (Ctrl)@ContentCtrlFacebook/content.ctrl

Michael ScianoDirector, Client RelationshipsMichael@fancentric.fm