designing emails for mobile & pc environments
DESCRIPTION
Designing Emails For Mobile & PC Environments: Presentation from Silverpop Webinar on designing and optimizing your HTML emails to render well on both mobile and PC devices; including with images blocked.TRANSCRIPT
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Optimizing Emails for Mobile and PC Environments
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Blocked Images – Bad Experience
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Images and Links Off by Default
Email Readers Email Client Images On or Off? Links Clickable?Default Changeable
by Users
AOL 9.0 Software OFF No Yes
AOL.com, AIM.com Web On Yes Yes
AT&T Web OFF Yes Yes
Earthlink Web Yes Yes Yes
Gmail Web OFF Yes Yes
Hotmail Web OFF No Yes
Lotus 7.1 Software On Yes Yes
Mac Web OFF Yes No
MSN Software OFF No Yes
NetZero/Juno Web On Yes No
Outlook 2003, 2007 Software OFF Yes Yes
Yahoo Classic & Yahoo BETA WebOn inbox
OFF spamfolder Yes Yes
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And the Preview Pane Challenge
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Preview Panes are Becoming the Norm
Email Clients with Preview Panes Email Client Preview Pane?Default Image Setting
in PP
AOL 9.0 Software Yes Off
AT&T Web Yes Off
Express 6 + Software Yes Off
Lotus Notes 7 + Software Yes On
Mac Web Yes Off
Mozilla Thunderbird Software Yes Off
Outlook XP Software Yes On
Outlook 2003 & Outlook 2007 Software Yes Off
Terra / Telefonica Web Yes On
Windows Live Mail / Hotmail Web Yes Off
Yahoo BETA Web YesOn inbox
Off spamfolder
More than 9 of 10 email users have access to a preview pane, and 7 of 10 say they frequently or always use it!
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Email is Biggest Beneficiary of Smart Phone Sales
Apple sold 1.73 million iPhones in Q1 2008
North American smart phone sales in Q1 08 were 7.3 million - up 106% over Q1 07
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US Market: Carrier Market Share
AT&T, Verizon and Sprint dominate the mobile carrier market
Each of these providers offer different phones with slightly different features and capabilities
23%
26%26%
11%
5%
9%
SprintVerizonAT&TT-MobileAlltelRest
Source: Chetansharma.com 2006
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Smartphone Operating Systems
Symbian dominates world market
Microsoft & BlackBerry lead the U.S. market
Users experiences are very different between these three OS’s
Smartphone shares by OS vendor, by Region
Source: Canalys Q1&2 2007
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Wireless Market – Small But Growing
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BlackBerry Email & Browser Experience
Browser Version
BlackBerry Browser
Email Version
BlackBerry IS installed email client
Original Email
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Web Browser PC client
Mobile Client
…and I may read the same marketing message in all 3
environments
Same Email… Read Three PlacesStudies show that more than 80% of those who read their emails on
mobile devices also read them on their PCs.
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eec Retail Rendering Study
Of 38% that made design changes:32% have seen more opens32% have seen more click throughs17% have seen more conversions
• With 47% seeing at least a 10% improvement
REI redesigned their email template, optimizing it for images off
Unique click-through rate increased 22%Revenue per email rose 11%
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Design/Rendering Principles
The sender doesn’t control what the recipient sees
Most smart phones present HTML part of multipartBlackberry and Symbian strip out HTML code
Text versions are important, but not the answer
Most recipients (with a smart phone) will read messages on both PC and mobile devices
You can’t optimize JUST for mobile
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Cross-Platform Design Tips
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Don’t Waste the Most Valuable Real EstateWindowsMobile6 (images turned on) Apple iPhone (images on by default)
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OK – Lead Content Should be First Though
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Good Use of Text Navigation & Alt Tags
Text links – key Web site destinationsAlt tags
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Good Use of Text