This document provides tips and best practices for creating effective email marketing campaigns for the mobile age. It discusses why email marketing remains important, especially on mobile, and outlines a 5-step process for planning and executing email campaigns: 1) Know your audience, 2) Define your purpose, 3) Plan your campaign, 4) Create content with intent, and 5) Measure results to optimize. Specific tips include writing short subject lines and copy for mobile, using compelling visuals and calls-to-action, and testing and measuring campaigns continuously to improve open and click-through rates.

1. Creative Email Strategies for
the MobileAge
Heather Meza
Director of Marketing

2. Overview
WHY EMAIL MARKETING IS AWESOME
WHY YOU SHOULD CARE
5 STEPS TO AN EFFECTIVE CAMPAIGN
HOW YOU CAN BE AWESOME
TIPS & TRENDS TO KNOW
WAYS TO STAY AWESOME

3. Do you like avocados?

4. Wait… didn’t
social kill email?

5. Email is NOT dead
 Social can be like playing “Reach Roulette”
where as email is a direct line to your fans.
 44% of email recipients have made at least
one purchase based on a promotional email.
 Email is ranked 3rd overall for lead
generation by marketers.
SOURCES: Jay Baer/Convince and convert, HubSpot

6. Micro-moments
“Mobile has forever changed the way we live,
and it’s forever changed what we expect
from brands. It’s fractured the consumer journey
into hundreds of real-time, intent-driven micro-
moments.
Each one is a critical opportunity for brands to
shape our decisions and preferences.”

7. Mobile and email
 74% of smartphone owners use their devices
to check email
 51% of email opens are on mobile devices
 68% of Gmail and Yahoo opens are coming
from mobile devices
SOURCES: Gartner, Litmus

8. Ok, I get it, email is important –
especially mobile –
so now what?

9. STEPS to an
effective email
campaign

10. Know your audience
 Who are they?
 What do they like?
 Why do they like it?
1

11. Define your purpose
 Why are we doing this?
 What does success look like?
 How will we know we achieved it?
2

12. Plan your campaign
 What is our strategy?
 What are we going to do?
 How are we going to do it, and by when?
3

13. Create with intent
 How will this help achieve our purpose?
 Is it useful to our audience?
 What is the call-to-action?
4

14. Measure to learn
 How will we know if it worked?
 Have we set up necessary tracking?
 What can we learn from the results?
5

15. Tips & trends

16. What’s the attention span
of a goldfish?

17. The average
attention span of a
goldfish is 9 seconds

18. How about us humans?

19. Our average
attention span in
2013 was 8 seconds
in 2000 it was 12 seconds

20. Design and write for mobile
 40-65% of emails are opened on mobile first.
 Short subject lines (keep under 7 words).
 Simple designs that can flex to screen sizes.
SOURCE: Sidekick

21. Email sender name
 Consistently use
company, venue,
event name or
“brandividual”
 Don’t use an alias
 NEVER use “no-reply”
IMAGE SOURCE: TopRank

22. Email subject lines
 33% open email based on
subject line alone.
 A sense of urgency and
exclusivity gets 22% higher
open rates.
 69% of email recipients
report email as SPAM based
solely on the subject line.
DATA SOURCES: Convince and Convert, Sidekick
IMAGE SOURCE: TopRank

23. Example:
 9 WORDS
6 ½ WORDS

24. Email headlines
Short ★ Meaningful ★ Relevant
IMAGE SOURCE: TopRank

25. Email body copy
 Concise – what’s in it for them?
 Keep it brief – put your CTA early
 Write short paragraphs and use bullets

26. Email visuals
 Must match and reinforce subject and headline
 Be bold and design for multiple screen sizes
 Use “Alt Text” to combat image blocking
IMAGE SOURCE: TopRank

27. Test and measure to optimize
 Know where you are, how you will track and
what success looks like
 Context and content before design and
technology
 Small changes and tiny improvements to
copy, design, visuals, format and frequency
can achieve significant results

28. 5 steps to email awesomeness
★ KNOW your audience
★ DEFINE your purpose
★ PLAN your campaign
★ CREATE with intent
★ MEASURE to learn

29. Resources
www.pinterest.com/vendinirocks/

30. Mobile Marketing
• Mobile Marketing Association - mmaglobal.com
• Mobile Search Magazine - mobilemarketingmagazine.co.uk
• Mobile Marketing Watch - mobilemarketingwatch.com
• Mashable - mashable.com/category/mobile
• Mobile Search Marketing - mobilesearchmarketing.com
• Mobile Marketing Forum - mobilemarketingforum.com
• Mobivity - blog.mobivity.com

31. Thank you!
Heather Meza
Director of Marketing
By the way… I’m wearing the smile you gave me!