Tag Archives: mobile

New Research Shows Mobile Dominates Desktops with 65% of Total Email Opens in Q4 2013

Movable Ink US Consumer Device Preference Report Q4 2013Americans are ditching desktops, viewing marketing emails on their smartphones and tablets more than ever, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q4 2013. The data reveals that 65% of marketing emails were opened on a smartphone or tablet in the fourth quarter, up four percentage points from the previous quarter, while desktop opens slowed to a new low of 35%, down from 39% in the previous quarter.

The report provides deep insight into the popularity of various devices, examines differences in consumer engagement based on the devices they use, and shows how device preferences vary across the nation. This quarter’s report also include an exclusive look at device usage over the course of the critical 2013 holiday shopping season. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers.

Key findings include:

  • Movable Ink Agile Email Marketing research mobile opensNearly two-thirds of all email opens took place on mobile devices. 65% of emails were opened on either
 a smartphone or tablet device, up from 61% in Q3 2013. Desktop accounted for just 35% of email opens, a decline from 39% in the previous quarter.
  • Tablet popularity continued to grow. Over 16% of emails were opened on a tablet, up from 15% in Q3 2013, and slightly under 14% in Q2 2013. Although Android tablets comprise only 1.8% of total email opens, this figure was twice as high as the previous quarter when they accounted for .9% of total email opens.
  • Android gained market share. Consistent with Q3, Apple smartphones and tablets accounted for 50% of total email opens. But Android smartphones and tablets represented 14% of all email opens, up from 10% in the previous quarter.
  • iPhone users spent the most time viewing emails. 38% of iPhone users spent 15 seconds or more viewing each message. Android smartphone users came in at a close second, with 35% spending 15 seconds or more viewing an email.
  • This is the first time that no US states were “heavy” desktop users. Texas remained the most smartphone friendly state, now with over 57% of emails opened on a smartphone (up from 53% last quarter). Although Maine and Vermont maintained their positions as the top two states for desktop use, the percentage of total emails opened on desktops in these states declined to under 50%, as smartphone popularity continued to spread across the nation.
  • Thanksgiving was the biggest day for smartphone use over the holiday season, whereas Cyber Monday was the biggest day for desktops. On Thanksgiving, nearly 60% of marketing email opens occurred on smartphones. While still beat by smartphone opens (45.5%), Cyber Monday showed the strongest showing for desktops, with 40% of all marketing email opens.

“This quarter’s report shows that we are in the midst of a mobile takeover,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “In the new year, we expect marketers to continue to place high priority on mobile optimization which will allow them to better engage consumers who are on-the-go with relevant, real-time offers.”

Download the free report here to access all of our findings and analysis.

Texas is the Most Smartphone Friendly State: WFAA-TV Dallas/Fort Worth Broadcast Report

 

Texas is the most smartphone friendly state in the country, with over 53% of marketing emails opened on smartphones. WFAA-TV, the ABC affiliate station for the Dallas/Fort Worth metro area, recently shared these findings from our US Consumer Device Preference Report, Q3 2013 in the above TV broadcast.

Do you live in a smartphone state or a desktop state? The chart below gives a look at the top 5 states for smartphone and desktop use, based on the percentage of email opens per device. Download the full report to see a detailed breakdown by state, as well as more device use findings based on Movable Ink’s aggregate email open data from over 100 enterprise B2C brands.

Email Opens by US State Movable Ink Q3 2013

New Research Shows iPad Beats Android for Email Opens

Movable Ink US Consumer Device Preference Report: Q3 2013iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.

“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.

The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:

  • The growing role that tablets are playing in the mobile shift
  • The latest in the battle between iOS and Android
  • Differences in email engagement across smartphones, desktops, and tablets
  • Geographic variances in smartphone adoption

Download the free report here to access all of our findings and analysis.

Movable Ink US Consumer Device Preference Report: Q3 2013, Email Opens By Device

During the third quarter of 2013, 61% of emails were opened on either a smartphone or tablet device.

Display images to show real-time content

In Case You Missed It: “Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales” Webinar Recap

Holiday Email Inspiration Webinar RecordingLooking for creative holiday email marketing ideas? In our recent webinar, Andre Prevot, Strategy Director, and Alison Lindland, Account Director, of our Client Experience team offered a closer look at the six email examples in our 2013 Holiday Email Marketing Inspiration Guide, and revealed six more innovative ways to use Agile Email Marketing technology in holiday campaigns.

Below is a quick recap of the 12 ideas shared on the webinar:

Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales
1. Use video-in-email and a countdown clock to unveil a new product
2. Use social media to make emails interactive
3. Personalize an image with the subscriber’s name
4. Optimize creative in real-time to maximize each email’s effectiveness
5. Check back on the same email for new deals every hour
6. Show real-time shipping status information
7. Show nearby store locations and open hours
8. Change the products that are promoted based on each shopper’s current location
9. Use barcodes in mobile emails to drive in-store sales
10. Promote current best-sellers
11.  Include a “click to call” button on mobile email during open hours
12. Promote your mobile app on each device

Questions? Reach out to us at contact@movableink.com.

It’s Here: 2013 Holiday Email Marketing Inspiration Guide

2013 Holiday Email Marketing Inspiration GuideThe 2013 holiday season is just around the corner. This season, Movable Ink is giving you the gift of email marketing inspiration. Download the 2013 Holiday Email Marketing Inspiration Guide to check out six creative ways that Agile Email Marketing technology can be used to create engaging, memorable, and profitable email experiences. You’ll see how you can:

  • Drive in-store sales by showing a local map of nearby store locations and open hours.
  • Unveil a new product using video and an animated countdown clock.
  • Offer enhanced customer service by including a “click to call” button in mobile email.
  • … and more!

Make 2013 your most successful holiday season yet— download the free guide to learn how.
Questions on these examples? Give us a shout at contact@movableink.com

If you’re looking for even more holiday email marketing inspiration, be sure to check out this post by Lalit Chopra, our Director of Strategic Partnerships, on Silverpop’s blog: “Guest Expert: Movable Ink’s Lalit Chopra on Creative Ways to Boost Holiday Sales with Agile Email Marketing.”

Emails We Love: ESPN’s Fantasy Football Mobile App

It’s officially football season, which also means sports fans across the country are glued to checking their Fantasy Football team scores. Managing your Fantasy team while on the go is one way to stay ahead of the game—which is where ESPN’s Fantasy Football mobile app comes into play.

To promote the mobile app, ESPN sent the email shown below on the morning of the 2013 NFL Kickoff. By using Agile Email Marketing technology, the same email offered two entirely different experiences when opened on a desktop or on a mobile device.

ESPN Fantasy Football Kickoff Email

When the email is opened on desktop, the main call-to-action is to manage the team from your mobile device, and links to more information about the app’s capabilities and the various mobile platforms that are supported. Icons for the AppStore, Google Play, and Windows Phone Store are all shown.

When the same exact email is opened on a mobile device, a few major changes happen. First, the main image is an animated gif of a mobile device with the ESPN app open, scrolling through a team roster to show the functionality of the app. In the example here, the app is shown inside an iPhone screen, but if the fan happened to be using an Android or iPad to read the email, the image of the device shown would match the device actually being used. Also, the call-to-action changes to be device-specific, (notice, “Manage Your Team From Your iPhone”). When fans click on “Download The App For Free,” they are brought directly into the app’s download page on the AppStore, Google Play, or Windows Phone Store—depending the device currently in use.

ESPN gives new meaning to “mobile optimization” with this email. For more tips on how to make your mobile emails stand out, check out our “Mastering Mobile Email” series.

The Impact of Gmail’s New Inbox: Top Three Considerations for Email Marketers

Gmail's new "Promotions" tab

At the end of May, Gmail announced a “new inbox” that automatically sorts users’ email into three different tabs: “Primary,” “Social,” and “Promotions.” Now that Gmail’s redesigned inbox has started to roll out—what have we observed so far, and what key considerations should email marketers keep in mind for future promotional campaigns?

Our VP of Marketing, Jordan Cohen, shared his perspective on this subject in a few different publications recently. Below are his top three considerations for email marketers:

1.    Send-time optimization will be an exercise in futility.
“Is Gmail’s New Inbox an Email Marketing Killer?” July 19, 2013, EContent Magazine
“Marketers do need to account for the greater length of time that will take place between the moment they hit the send button, and the moment the recipient actually opens the email. A marketer’s ever-popular ‘One Day Only Sale’ email might be expired by the time the recipient gets around to visiting the Promotions tab. Travel and event tickets, and limited availability inventory might be sold out.”

2. When users do check the “Promotions” tab, they will be in a buying mode.
“Gmail Inbox revamp spells trouble for time-sensitive mobile offers,” July 23, 2013, Mobile Marketer
“If people click on the promotions tab, it means they are in a higher-intent buying mode… It means they are clicking the tab thinking I want to go and see what commercial offers are waiting for me in my email inbox as opposed to having all email in a single inbox and missing some stuff there.”

3. The macro-trend of rising smartphone adoption may offset the impact of Gmail’s new inbox, but this change cannot be ignored.
“Coping With The New Gmail Inbox,” July 24, 2013, MediaPost
By last count (June 2012), there were 425 million Gmail users in the world, and it may be up to half a billion by now—so the effect can potentially be substantial. That said, the larger macro-trend of rising smartphone adoption means that the number of consumers who actually use the tabbed Gmail interface will be smaller.

BUT even though not all Gmail users will be using the new, tabbed inbox system, there will still be millions — if not hundreds of millions — who will, representing anywhere from 10% to 20% of an average B2C email marketer’s list. Marketers will have to rise to the occasion and adopt new strategies and technologies if they want to stay relevant with their Gmail-using recipients.”

 

Have questions on Gmail’s new inbox? Leave a comment below, or reach out to us directly at contact@movableink.com.

Interested in learning more about how agile email marketing can benefit your email marketing goals? Get started with Movable Ink here.

Mastering Mobile Email: Part 3- Contextual Optimization

Mastering Mobile Email PDF

Click to see a list of all 15 tips for Mastering Mobile Email.

Earlier in this three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email template and design, and 5 tips for using mobile email to drive cross-channel interactions.

But why stop there? Let’s take mobile optimization one-step further. The nature of mobile devices themselves allows for real-time optimization and advanced targeting. How can marketers take full advantage of the unique possibilities inherent in mobile email?

Here are 5 ways to optimize your emails based on the real-time context of your mobile consumers:

Contextual Optimization
1.     Optimize creative for different mobile devices. Show the most relevant creative based on which mobile device is being used to open the email. RadioShack promoted certain mobile products based on the user’s open device (see example).
2.     Promote device-specific app downloads. In our last post, we explained how it’s possible to deep link to your brand’s mobile app using email. But you can also target users in real-time with app download calls-to-action based on the device used to open the email. Check out these examples from Comedy Central and Starbucks.
3.     Target by current weather conditions. Show recipients’ creative specific to the weather conditions at their location when they open the email. Seamless, the food delivery service, showed a weather forecast and encouraged readers to order in on rainy days (see example).
4.     Optimize for mobile connection strength. Serve lower resolution images if a mobile carrier is detected, since the email recipient is not connected to a WiFi network. Learn more about mobile carrier targeting here.
5.     Optimize video-in-email. Use device-targeting to ensure mobile email recipients enjoy the best possible video-in-email experience available to them at time of open, depending on ISP/email client. Learn more about video-in-email here.

Have questions on any of the tips covered in the “Master Mobile Email” series? Give us a shout at contact@movableink.com.

Looking for a full list of the 15 tips on fully optimizing for mobile in one place? Download the 15 Tips for Mastering Mobile Email list here.

Mastering Mobile Email: Part 2- Cross-Channel Integration


In our last post in the three-part “Mastering Mobile Email” series, we shared 5 tips for optimizing your email templates and designing for mobile. In today’s post, we highlight 5 creative ways to integrate mobile email with other channels:

Cross-Channel Integration
1.     Include a “click-to-call” button when appropriate. Don’t forget that smartphones are also actual phones! When it makes sense to use, a “click to call” button is a simple way to directly connect mobile email recipients to a customer service hotline or other important phone number.
2.     Social media sharing. Make it as easy as possible for readers to connect with your brand in social media by incorporating deep linking to social media mobile apps. Learn more about deep linking here. Try out social media deep linking for yourself by clicking the image in this post. If you’re reading this post on a mobile device, clicking the link will automatically detect whether or not you have the Twitter app installed, and if so, will launch the app with the pre-populated tweet ready-to-go.
3.     Deep link to your own mobile app. In addition to deep linking to social media apps, it’s also possible to deep link to your brand’s mobile app when it is detected as installed on a user’s mobile device. If the app is not detected, the user can automatically be linked to the appropriate mobile app download store, whether it’s Apple’s AppStore or Google’s Play. Learn more about how Seamless, the food delivery service, did this in this case study.
4.     Use barcodes to drive offline sales. Barcodes in emails help mobile consumers take advantage of coupons when in-store. Express does an excellent job of incorporating barcodes in mobile emails to encourage cross-channel conversions (see example).
5.     Add a real-time local map to drive in-store sales. Mobile customers are on-the-go, so make use of real-time geo-targeting to show mobile users the store locations closest to them. We love how Matrix used a local map to show subscribers where they could find Matrix products near them in a recent newsletter (see example).

Now that you’ve mastered mobile email design and cross-channel integration, check out these 5 tips on optimizing emails based on the real-time context of mobile users.

Mastering Mobile Email: Part 1- Template and Design

Mobile use can no longer be described as a consumer trend—it’s now a mainstay of modern media consumption. Email use on mobile devices is no exception, as we recently reported that over 69% of emails from leading B2C brands were opened on a smartphone or tablet.

However, the concept of “mobile optimization” represents much more than making your email fit a specific pixel width. In this “Mastering Mobile Email” three-part series, we’ll feature a total of 15 tips to help you fully optimize your mobile email campaigns. Let’s get started with 5 tips for making the most of your email template and design:

Template and Design
1.     Edit your content. Simplify your mobile template to include your highest-priority content. When it comes to mobile, less can mean more.
2.     Use a single-column layout. A single-column layout that stacks content vertically enables scrolling and avoids forcing your readers to zoom in and navigate around the email.
3.     Mobile-friendly fonts. Increase font sizes and place text on high-contrast backgrounds.
4.     Put primary calls-to-action “above-the-fold.” Follow a vertical hierarchy, and place your most important call-to-action above-the-fold – i.e., the part of the email template that is immediately viewable when opened on a mobile screen. For a one-stop guide to mobile screen sizes, check out this list from screensiz.es.
5.     Think “all thumbs.” Enlarged buttons allow for easier click-through. Apple guidelines suggest using at least 44 x 44 pixels for any tappable elements. Incorporate ample white space between the elements of an email to help each piece stand out and make it easy to click-through on links. Bare Necessities does an excellent job of optimizing mobile call-to-action links (see example).

Ready for more mobile tips? Check out how to fully optimize your emails for the mobile inbox using cross-channel integration.