Posts Tagged ‘mobile email’

email-overwhelmLet’s keep this brief, it’s coming up to Christmas and you are busy, sometimes though we can all do with just a little bit of reminding.

So here is your reminder that the holiday season is almost here (No surprise there) and more people than ever before are shopping via mobile and tablets (No surprise there either) so you will want to have your responsive-design-mobile-holiday-season-email-marketing-strategy-machine firing up and ready to go.  To help you fire up, here are some important numbers for your consideration.

27% of consumers over the last year found a shopping website thanks to an email from the retailer which drove them to the website. 22% of consumers arrived via organic search the rest were already existing customers and knew where they headed. (Not to say an email didn’t help them on their way) Any way you look at this, consumers are largely driven to your shopping website thanks to email. So this holiday season how are you going to utilise email to attract attention and drive consumers to your site?

And remember 49% of all emails are now opened on a mobile device… and 75% of those who read email on their mobile delete any email that doesn’t render correctly… so I can’t impress upon you enough the importance of having a mobile email strategy in place if you haven’t already.

With the average user receiving an average of 70 emails a day (That’s on average – for some it’s a couple of hundred) you need to look at what is unique and interesting and appealing about your email….  think about what value are you offering? How are you segmenting your database to better target subscribers and offer more personalised shopping options? Are you using your tried and tested friendly from name? Are you using short, catchy subject lines? Do you have the hierarchy of your content sorted appropriately? Is there an obvious call to action? Are the links finger-friendly? Are you offering something your competitor is not?

This is really just about getting you thinking about your holiday marketing; I will be following this post up next week with a more in depth look at specifically how you can create successful holiday email campaigns, so watch this space….

In the meantime, do you need some inspiration and ideas? Start by checking out our Jericho Pinterest board full of beautiful holiday email marketing inspiration and if you need some more expert advice – email us!

I have been reading about the new digital divide between those who own smartphones and those who don’t, and those who have access to broadband, and WIFI, and those who don’t.  Today we look at another digital divide that is occurring – the divide between consumers behaviour on desktop and mobile, and the way marketers are responding to that behaviour.

Mobile, defined as smartphone and tablet usage, has grown significantly in the last few years and is no longer a marketing phenomenon but a prominent fixture in the way consumers interact with brands. However, as mobile continues to grow and becomes a primary mode of email consumption, it remains a puzzle for many marketers.

Just how big is this mobile thing? Well apparently by the end of June 2013 over 70 percent of all activity on Facebook and Twitter was on a mobile device. There are in excess of 219 million mobile-only users on Facebook and this segment is growing by 30 million a quarter! So how about your emails? As consumers integrate smartphones more and more into their lifestyle, and check their emails throughout the day on their mobile device, they are moving away from viewing email exclusively on desktop. Subscribers respond via the most convenient device at the time they receive the message, regardless of device preference. In fact, 61% of users view emails either exclusively on a mobile device or use mobile and desktop interchangeably.

According to Yesmail’s ‘Email Marketing Compass – The Mobile Effect‘ report which was released recently, 61% of consumers are now viewing email either exclusively on a mobile device or using BOTH mobile and desktop devices interchangeably.  What is interesting is that while 49% of email opens happen on a mobile device, the click-to-open (CTO) rate on mobile is significantly lower than desktop’s 21%. What’s interesting is consumers open emails on their mobile device half of the time, but do not take any action. However when consumers open the same email on desktop, they engage and open then at a much higher rate. This significant difference between mobile and desktop click-to-open rates suggests a disconnect between the way marketers cater to consumers who open on mobile vs. those who prefer desktop.

Michael Fisher, president of Yesmail Interactive says “While it may not be surprising that more consumers are opening promotional emails on mobile devices, it is surprising that these consumers are less likely to actually click through those emails. And it is not news that marketers should be increasing their mobile marketing efforts, but what is often overlooked is that reaching consumers via mobile is useless if they’re not reacting”

I think it’s safe to say that mobile-first must become your focus. And ours – while our client’s emails are all tested and designed to look great on mobile our own websites are lagging (and currently being optimised!) as you can see from the slightly embarrassing comment on this blog post!

Social is mobile. Email is mobile. Digital is mobile. Put down your copy of the yellow pages and your brick cellphone. Welcome to the mobile age.

For more on mobile,  see our other blog posts here.


With everyone talking about mobile optimised emails we wanted to take a moment to feature one especially great example of someone who is doing a fantastic mobile optimised email.

Foodily, for those of you who may not have come across it, is a site all about recipe sharing with friends. Foodily is the world’s largest social recipe network where you can discover and share any recipe on the web, including your own.  The idea is you use Foodily to keep track of all the recipes you love in one complete recipe box, and you get new recipe ideas by following friends and experts.

Each week, all these delicious recipes and ideas from people you follow are then collated into an email and sent to you! Basically, all the recipes in the email are pulled in using dynamic content rules which are based on the people you follow on the app. So it is completely personalised.

The point we really wanted to talk about was that they have a desktop version of the email and a fully mobile optimised version – and both are simple, functional and beautiful.

Check out the beautiful desktop version of the email below. You will see that it is highly visual, has two columns’ of recipes, it shows you who the recipe came from, it even provides a link to download Foodily from the app store.



For comparison, let’s look at the mobile optimised version below. It’s an entirely different email! You will see how this has been created so that it automatically adjusts to one column wide, you can see the intro text drops down beneath the logo, it does away with the header promoting the app, the email has larger font, simpler content with easily clickable elements.


Let’s look at the central part of the email now. The two column recipe layout continues, with rows upon rows of tantalising recipes!

Now looking at the mobile optimised version of the content you can see the previous asparagus recipe, they then have this cake recipe, then a call to action to see all the rest of the recipe’s. This means the email is very short, very simple, and very easy to read.

Now let’s look at the footer’s of both versions. In the footer of the desktop version, you will see it looks fairly standard, with footer text, call to action boxes with people to follow, with traditional small links suitable for a mouse to click on, and small font.


Now for comparison, let’s look at the mobile optimised version, you will see how those call to action boxes have increased in size, the font size is larger, the boxes drop down one under the other to suit the narrower layout.

I hope you enjoyed this great example mobile optimised email. We welcome ideas, other email examples, and any questions about how to optimise your emails for mobile. Just email

Companies really need to start embracing the power of mobile. Smartphone and tablet use is surpassing desktop use everywhere you look, and mobile is proving to be the best way to reach customers and get them to take action.

If your company has still not implemented a mobile campaign or mobile optimised emails, or if you still think that simply putting ‘view online version’ at the top of your email is sufficient, I hope the following statistics will help change your mind!

1- 61% of people said that if they tried to access a website on their mobile device but couldn’t because the site isn’t optimized for mobile, they would visit the website of a competitor.

2 – 30 percent of emails are opened on mobile devices, with this rate expected to climb to over 50 percent by the end of 2012.

3 – In 2011, the use of mobile devices to read emails increased by 34% while the use of desktop PC’s to read emails went down by 11%.

4 – 63 percent of U.S. smartphone users say they would delete an email not optimised for their mobile device.

5 – Only 2.4 percent of smartphone users said they would open an email on both their mobile devices and computers.

6 – 82% of smartphone users check and send email with their device.

7 – 90% of smartphone owners access the same email account on mobile and desktop.

8 – More email is read on mobile than on a desktop email client or via webmail.

9 – Stats say 36% of email is now opened on a mobile device, with 33% for desktop and 31% for webmail.

10 – Year-over-year, from March 2011 to March 2012, email opens on mobile devices grew 82.4 percent.

11 – Apple devices account for 85 percent of all mobile email opens.

12 – Email readership on the iPad has increased 53.6 percent year-over-year.

13 - Outlook is still the king for desktop email client reads, accounting for 68 percent of all opens. Apple comes in at a distant second with 29 percent.

14 - Yahoo Mail! has the most web mail readership at 37 percent. Hotmail comes in a very close second with 29 percent and Gmail is in third place at 6 percent.

15. 91% of smartphone owners have their phone within 3 feet at all times.

And here are my favorites just for fun:

- The average person will wait 26 hours before reporting a lost wallet. The average person will wait 68 minutes before reporting a lost phone.

- The average response time to an email is 90 minutes. The average response time to a text message is 90 seconds.

Email readership on mobile devices is growing so fast that soon it will be the predominant platform for email consumption, and mobile email consumption may overtake all other platforms even sooner. We are way beyond just ‘planning for mobile’ – it is now imperative to design your campaigns and landing pages to be easy to view and work well on a mobile device.

Return Path’s Tom Sather, senior director of email research, says:

“Looking at the trend lines of our clients, we’ll probably see mobile overtaking web-mail and desktop by the end June as the preferred platform, but definitely by the end of the year.” As a result, Sather said: “Marketers need to wake up and think about their mobile strategy. More than half of all marketers have no idea if people are reading their email on mobile devices.”  

He goes on to say “A lot of people talk about optimizing email for mobile devices, which is kind of a no-brainer, but a lot of people don’t think beyond the email. If they do click on a link and they come to a landing page, is that optimised for mobile as well? Studies have shown that less than 2 percent of people will revisit an email on their desktop or laptop, so you really only have one chance to make a good first impression.”

 However, Sather cautions against discounting other platforms. “But just because mobile is the rage, don’t forget about desktop email clients such as Outlook, as well as web mail,” he said.
We agree Tom. To back that up, here is our list of the most important mobile email design considerations and best practices:

Make sure you optimise your emails and landing pages for mobile. Email open rates have increased since last year and last quarter, but click-through rates have declined. This is most likely because they are abandoned after consumers open them on mobile devices and the messages are not optimised. With mobile you only have 1 chance to get the recipient to read your email and to click through to landing pages. If you are directing people to your website or landing page and it doesn’t look good or load or operate well on mobile, people will leave – and find another site that does work.

Think about where, when and how people read emails on mobile. In a recent survey, it was discovered 70% of users read emails in bed before going to sleep or first thing before waking up. So be mindful of this in terms of your design, and don’t use bright images which might be hard on the eyes for those reading your emails in the dark or as they are just waking up.

Reduce the template width to fit a smaller screen. We recommend you set the width of your email template to 640 pixels or less. Smartphones have screens between 320 and 480 pixels wide, so if your email is 640 pixels wide it is both suitable for desktop viewing, and is suitable for viewing on smartphones too.

From name and subject line become even more important for mobile. We know the from name is important already – but it becomes even more so due to the fact that the very first thing you see on your mobile, is your from name. So this to me becomes the most important facet of the mobile email. This is closely followed by your subject line. Make sure your subject line is punchy, strong, and we recommend no longer than 35 characters. This is how many characters you see.  

Space is at a premium so make it simple and save on real estate. Use one-line pre-header text. Pre-headers are usually 1-2 lines of HTML text at the very top of the email. They are ideal for hand held devices to highlight an enticing offer, making it the first thing prospects read before they even consider downloading images. Keep key content above the fold. (This will be the top 200 to 250 pixels). This area is prime real estate for the 3 to 5 seconds a prospect is focused on your email message, so it needs to have useful, readable text, or a very clear image. Be mindful to incorporate branding and offer-driven text above the fold.

It doesn’t have to be brevity central… if it’s good enough, it will be saved for later. On a mobile you obviously have less space so eliminate unnecessary content and put the focus on the key parts of the message. However don’t strip everything out – creating mobile friendly emails is a balancing act, where your shorter message should be comfortably able to be viewed, read and actioned on a small screen. Longer messages can always be saved for when subscribers get home and can read them in full on a larger screen. Mobile users will delete any long emails that are ineffective, but they will save your email for later if it’s well designed with great content.

Bigger, Bolder call to actions – think of the thumbs! It is crucial you increase the size and padding of text links and call-to-action buttons throughout your emails. A typical adult finger covers 45 pixels, and it is no accident Apple makes all their app icons 44 x 44 pixels! Make sure your calls-to-action are padded by at least 10 to 15 pixels to avoid frustrating and accidental finger tapping errors.

Because it’s on a smaller screen, you can use larger fonts. This is where we do recommend you use a slightly larger font to keep things easy to read. However still stay with web safe fonts, and use a font size of 12-14 point for body copy and headlines at 20-22 point. Keep in mind that the larger font means you’ll have even less space, so keep your content brief.

Please do download the Jericho Mobile Email Whitepaper here now and share with your colleagues.


There is obviously a plethora of mobile infographics, links, resources, tips and advice everywhere you look however this is really intended as our list of vital mobile email design considerations that we really want you all to know….

If you have any queries please contact us, and remember we have an expert in house design team that you can contact for advice at any time.

New Zealand mobile internet use:

*Smartphones users are in the majority in New Zealand, with more than half of all kiwis using their mobile phone to access the internet, according to government figures.   (In the 12 months up to June 2012)… the number of mobile broadband subscribers rose 34 percent, so there are now over 2.5 million mobile broadband users in New Zealand.

“We’ve seen data usage on our network roughly quadruple over the past two years,” Vodafone’s external communication manager Emma Carter said. “As more and more people move to smartphones – as almost 50 percent of our customers are now doing – they start using the internet on the move for everything from maps to Facebook to researching products and services.”

Two Degrees Mobile, the newest entrant in the mobile phone market, has continued to grab sales from bigger rivals Telecom and Vodafone New Zealand, boosting its market share to 1 million customers, or 21 percent of the country’s mobile market, in August.

Vodafone is still the biggest local carrier with 2.37 million customers.

New Zealand mobile device market share:
See our previous blog posts on market share here: and the long running post which helps you to see changes over time is found here.
NBR updates their post but not for a whole – read the latest they have,  here.

Australia Market Share of mobile smartphone sales :

Market share of mobile OS for smartphone sales in Australia in 2012

**This statistic shows the market share of the leading operating systems for smartphones sales in Australia from June 2011 to October 2012. From July to October 2012, Android had a 62.2 percent share of the Australian smartphone market.  Android is far ahead, but has ceded some ground because of the iPhone 5 launch. Apple’s gain has been sharp in Australia. Windows Phone’s performance is flat indicating no impact of the launch of the Lumia 920 or other WP8 devices.

SmartCompany says: Android has claimed a dominant lead in the Australian smartphone market with a market share of 62.2%, with the platform pulling ahead of Apple.  The figures, compiled by ComTech, examined Australian smartphone market share by platform during the quarter ending October 28, 2012.  Read their whole story here.


*Source: Business Desk via

**You will find more statistics at Statista

How is email winning? Let me count thy ways…

1) It’s beloved.  In a March 2012 online survey of marketing professionals, trade publication Chief Marketer found that the No. 1 tool in digital campaigns was Email Marketing, used by 78% of respondents. Email Newsletters were the No. 2 tactic (59%), followed closely by a social network presence (58%). If you want to read more, here’s the full article.

2) It drives online revenue.  Email marketing was the favored marketing channel for Mother’s Day promotions in 2012, with many luxury brands using email for Mother’s Day marketing and driving transactions in numerous ways including free shipping or discounting, invitations to eCommerce and adding sentimental value. (Click here to read more about this)

3) It’s shareable.  Email is the favored marketing medium to share.  So make your email shareable! Have fun, interesting, shareable content and include social share links, and make it easy for people to ‘share’ online. Remember to include links to your social media profiles, have featured content like your Facebook competition or your latest Pinterest boards, and always have other engaging content ready to roll when you deploy your email.

4) It’s personal.  Getting delivered into peoples inboxes is like being deposited right into the inner sanctum of their life, alongside emails from their friends and photo’s from grandma. “Awesome, we’re in, let’s sell them some stuff”! you say. Hang on, first a couple of things. Don’t abuse the privilege. Earn your place in their inbox and retain your right to be in there. Make sure you are worthy. Make sure you are providing value.

5) It can add value.  Further to the above point, the key is to make sure your email is one that they look forward to and want to read. Ask yourself, are you delivering quality content that is relevant, timely and expected? Is it visual, appealing, interesting, funny, or at least providing some value in some way? Would you look forward to your email? Would you save your email to read later?  If you answered yes to these questions then congratulations, you will have a chance of making it past the morning mass-delete and your email may be kept in their inbox to read later.

6) It works internally.  Microsoft Outlook is a white collar worker’s ‘inner sanctum’.  People still spend more time in their email inbox than in any other business application!  Using email inside your organisation can be very successful, but you need to make the messages of value to the staff, interesting and time saving not time-sucking.   (Want more internal email tips? Here’s an article to read)

7) It’s simple.  Email is winning because it is simple and easy, and these day’s it is ALL about simplifying, being visual, making things easy for people and allowing them to do things quickly. These concepts translate across the board into all areas of marketing yes, but how do these concepts translate specifically to email? Well, consumers these days are barraged by information, and they are adapting their habits to cope with the noise. The reaction consumers are having to this ‘cognitive overload’ is ‘self-imposed simplification of the decision process’. So help them out – match them on their wavelength and make things simple for them.  (Here’s a great article explaining this concept)

8 ) It is an entry point.  Want to go one step further? Integrate email and video using email to deliver a stand out message with good video.  We see this working whether you have a retail focus or you predict the weather.  Making an impact with video is possible, and if you are making video, you should eb ensuring it’s seen as widely as possible – enter email.   An interesting point raised at a recent Marketing Association Brainy Breakfast was that video can simplify concepts, and allow people to gain clarity around potentially complex information, thus allowing them to make decisions more clearly.  When everyone’s mind’s are so full already, (As we just mentioned in point 7) this is a good thing to keep in mind.

9) It’s beautifully mobile.  “Mobile email will account for 10-45% of email opens, depending on your target audience, product and email type” Who said this? Read the full story here. Here’s a neat graph to illustrate the point:

10) Social Network VS Email? The truth is that the best platform is the one that benefits you the most. And what is beneficial to you will differ depending on your business. For example if you’re an events management company, you would benefit from Pinterest. Photographer? Google+ is your place. But still, your e-mail inbox is the most powerful and alluring network that exists. Read this great blog post to find out why!

11) It’s even more mobile.  Speaking of Google – their new whitepaper called ‘Our Mobile Planet’ is all about understanding the mobile consumer, and particularly focused on the New Zealand market. It’s full of great metrics and stats, and makes a strong case for email. (You can read this whitepaper here.  This first graph below shows that 51% of consumers use email on their smartphone on a daily basis. That’s 6% higher than those using social networking sites!

12) It’s……. mobile.   Another stat that stood out from this whitepaper was that 80% of all activity on smartphones are communications based, and of that 71% of consumers use email.

So that’s our roundup – now it’s your turn to use the comments below to tell us why email is winning for you.