Tag: mobile vs desktop

Mobile Optimization Best Practices

Mobile devices have been increasingly becoming popular for both email and web consumption. In India, Mobile devices represent 62% of web consumption this month; an increase of 15% since the beginning of this year (Source: StatCounter).

Mobile Vs Desktop - Content Consumption 2013 graph

In one of our own recent studies, we explored the market share for various devices when it comes to checking emails. Based on sample data, we discovered mobile devices to contribute to 43% of email opens in India.

Hence, it’s a no brainer to optimize (or start optimizing) email for mobile devices. While the task may seem daunting to some, we assure you that the rewards in form of better customer engagement will make it worth your efforts.

We have compiled Best Practice Tips that are sure to set you going in the right direction:

Identify how your customer’s read emails

This should be the first step that will define your mobile optimization strategy. Find out:

– What is the preferred consumption device? Is it mobile, desktop, or both?

– What is the time when customers read emails: in the morning when they get up, before sleep, or any other time during the day?

– What are the preferred mobile platforms used by your customers? (Android, Apple, Blackberry, windows etc.)

Top Mobile Operating Systems - August To October 2013 graph

Keep it Simple

Fancy and image heavy email messages might look pretty but they might not be preferred by customers on conservative data plans. Furthermore, since the standards in mobile email are still evolving; it’ll be beneficial to stick to simple styling that can work across platforms.

Value the mobile Real Estate

 Majority of mobile devices have small screen sizes (at least smaller than a traditional desktop), so each line, heck every pixel is precious real estate. So instead of beating around the bush; make it a point to get your message across as quickly (and simply) as possible. Keep your sentences and paragraphs short and crisp.

Include Identifiable and Actionable Call to Action(s)

Traditional CTA text or buttons might not be equally successful with mobile devices. Your email message should preferably avoid clutter; if you cannot help it for various branding reasons make sure your CTA stands out from the clutter. Give it room to breathe so that it’s easily identifiable and click-able.

Keep larger fonts

Keep the font large so that it’s easy to read on small screens, however not so large that it ends up taking all the valuable space. For headlines you may use between 20 – 22 points and for copy use 12 – 14 points. It is recommended to use web safe fonts so that your content is displayed as you intended across devices.

Don’t forget the landing page

When optimizing the email user experience for mobile, think about the entire process from Subject Line, Template, Content, Call to Action, and even the landing page. It would be a bummer to have a neatly optimized campaign for email, but have a landing page designed for desktops. A poorly designed landing page can put off your mobile readers resulting in a drop in conversion rates.

The only way to find what works is by Testing it!

It is highly unlikely that your customers use the same device, running on the same platform. Even if you discover that a majority of your customers use Android; Google’s cherished OS comes in several versions and allows Mobile manufacturers to add whatever customization they desire. The implication of this is that unless you test your content, you wouldn’t find how each platform displays and reacts to your email message.

Some interesting Mobile Facts:

Most Popular Activities on Smartphones

Most Popular Activities on Smartphones

Email is the most popular activity on Smart Phones according to IDC & Facebook, Always connected, 2013

How did you receive the message that led to the purchase?

How did you receive the message that led to the purchase?

More than one-half (56%) of US consumers who have made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email –  ExactTarget “Mobile Dependence”.

Most Preferred Mobile Email Message

Most Preferred Mobile Email Message

Special offers (27%), vouchers (21%) and realtime tracking (21%) are most preferred email content according to a study by Edialog (“The future of mobile messaging”). Newsletters are the fifth most preferred type with 12% of respondents saying they like to view that email type on their mobile the most.

To find insights specific to your audience / industry or to find out how you can optimize your email marketing for mobile, give us a shout!

 

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Email Behavior Insights Q3 2013

While you work on your email marketing strategy for the last quarter of 2013; looking at customer behavior and trends from the previous quarters can offer valuable insight to help you move in the right direction.

From simple metrics such as: opens, clicks, click throughs, conversions to more complex analysis into open rate trends (best time of day, best day of week etc.), subject line key words, click to un-subscription rate, and link categories; are some of the essential figures and statistics you should look at before formulating your email marketing strategy.

We analyzed over 8 million email interactions over the last quarter to identify fundamental trends such as: Best Time of The Day, Best Time of the Week, and Email Device Breakup:

 

Email Open Behavior - Best Time of Day

Email Open Behavior – Best Time of Day, 2013 Q3

 

The data suggests a steep rise in open rates from 6AM onwards, peaking at around noon and gradually receding almost all the way after midnight. To achieve the peaks at around noon, sendout can be started earlier during the day around 8 to 10 AM. If you wish your emails to be in top of your subscriber inbox, You can send just in time at 10 AM. You must perform various tests to evaluate what works best for you.

 

Email Open Behavior - Best Day of Week

Email Open Behavior – Best Day of Week, 2013 Q3

 

Though Tuesday technically obtained the highest scores, Wednesday and Thursday are almost equally close. For all practical purposes though Tuesdays to Thursdays make the most favorable days for sending emails. Mondays and Saturdays are runners up, where as Sunday remains to be the least favorable day.

 

Email Open Behavior - Device Breakup

Email Open Behavior – Device Breakup, 2013 Q3

 

One of the interesting insights into email behavior is how quickly mobile/smart devices are catching up with the traditional desktops. While there are several reports and data that suggest that internet usage on mobile has already surpassed desktop in India (see graph below – source: StatCounter), in our study we found mobile slightly behind desktop when it comes to checking emails. That being said, there is a good chance mobile may end up dominating this space too in the next few quarters. Stay tuned for our future reports.

 

Mobile Vs Desktop

Mobile vs Desktop, Internet usage- India 2013 Q3

 

Even at current figures, Mobile at 43% controls a substantial share of email interaction. If you haven’t already started to work on optimization of email content for mobile, now would be the right time.

Though all the above statistics represent a sizable sample of 8 Million, it is still recommended that you perform such analysis to identify trends specific to your industry / customers.

For more information on how you could easily obtain such insights and use them to optimize customer engagement, get in touch at info@kenscio.com or alternatively contact us via other channels.

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