Acxiom - email mobile rendering and why it matters

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Great presentation that describes the failure of most email marketers to deliver a good rendering, usability and metrics for mobile users. And, why it is a critical concern today!

Business

WHY YOUR EMAILS
FAIL IN MOBILE
(and
why
you
should
care)

Mark
Montgomery
French
Global
Crea0ve
Director,
Acxiom
Digital
Agency
Services

©
2011
Acxiom
Corpora0on.
All
Rights
Reserved.

Mobile opens are up but
Conversions are down. Why?
60

45

30

15

0
Q3’10 Q4’10 Q1’11 Q2’11

Your emails
suck in mobile.
Let’s take a look.

BlackBerry
Get a Free Coupon for a Cupcake. Redeem It With No images!
Our Store Locator.
To view this message as a web page, click here.
Alt text not present or not
displayed correctly

Difficult to scroll and click links

Android
Doesn’t auto scale

Can’t see web browser link

Main message and call-to-action
are hidden

Windows Phone 7
No images!

No ALT text

Centered preheader text & view
on mobile link not visible

iPhone
Renders beautifully

Auto scaling by default

Many fonts too small

Many links difficult to see or tap

But Mark,
why should
I care about
email in mobile?

Mobile will be the
dominant email view by
Christmas 2011

Smartphones now outsell
desktop computers*

100MM new smartphones by Q4’11**

100MM new tablets by Q4’11***

*HuffingtonPost, 2/11 **Nielsenwire 3/11, ***Nielsenwire 3/11

We are doing
mobile email
assessments.
Creative • Strategy • Analytics

THANK YOU.
Ques0ons?

©
2011
Acxiom
Corpora0on.
All
Rights
Reserved.

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Acxiom - email mobile rendering and why it matters

2. You’re a multichannel marketer.

3. You’re a multichannel marketer.

5. Mobile opens are up but Conversions are down. Why? 60 45 30 15 0 Q3’10 Q4’10 Q1’11 Q2’11

6. Your emails suck in mobile. Let’s take a look.

7. BlackBerry Get a Free Coupon for a Cupcake. Redeem It With No images! Our Store Locator. To view this message as a web page, click here. Alt text not present or not displayed correctly Difficult to scroll and click links

8. Android Doesn’t auto scale Can’t see web browser link Main message and call-to-action are hidden

9. Windows Phone 7 No images! No ALT text Centered preheader text & view on mobile link not visible

10. iPhone Renders beautifully Auto scaling by default Many fonts too small Many links difficult to see or tap

11. But Mark, why should I care about email in mobile?

12. Mobile will be the dominant email view by Christmas 2011

13. Smartphones now outsell desktop computers* 100MM new smartphones by Q4’11** 100MM new tablets by Q4’11*** *HuffingtonPost, 2/11 **Nielsenwire 3/11, ***Nielsenwire 3/11

14. Mobile will be the dominant email view by Christmas 2011

15. We are doing mobile email assessments. Creative • Strategy • Analytics

16. You have 8 months.

Acxiom - email mobile rendering and why it matters

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