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Mobile Email Marketing in a Nutshell

Mobile Email Marketing Stats and Tactics

The entire mobile marketing landscape, well, almost.

In order to navigate the world of mobile email marketing, you need chart your course by paying attention to these compass points:

  • Mobile ads, mobile search
  • Mobile websites and landing pages
  • Mobile commerce, mobile payments
  • So-Lo-Mo (social + local + mobile)
  • QR codes (they’re not going away just yet, but almost)
  • SMS/MMS
  • Mobile apps, app ads
  • Mobile emails

This post focuses on mobile email marketing, with the caveat that all your marketing programs must be integrated for consistency.

Why is mobile email marketing such a big deal?

Mobile is a must for today’s email marketers and, like any new territory; it has both a tempting and terrifying allure of the unknown. The best way to demystify mobile email marketing is to understand its components.

You’ll find that mobile devices run the gamut from feature phones, with limited functionality, to portable gaming and MP3 players. Email marketers, however, should focus on smartphones and tablets, with accessibility to the web. While these two categories of devices seem quite manageable, keep in mind that you’ve got to account for various devices, including iPhone, iPad, Android and Windows.

If you still doubt the importance of mobile email marketing, here’s a statistic for you: According to Forrester research, 78% of U.S. email users will also access their emails via mobile by 2017. And don’t assume that smartphone use is limited to the younger generation. Emarketer predicts that this year mobile web and smartphone penetration for baby boomers (born between 1946 and 1964) will pass 50%.

Here are a few mobile email marketing tips.

Smartphones offer 24/7 accessibility and instant gratification, known as “snacking,” for users. So it’s helpful to think “bite size” in terms of mobile email marketing.

Adaptive and responsive are two types of design for mobile-friendly emails. Adaptive design triggers content changes and reformatting to optimize for typical screen sizes for smartphones, tablets and desktops. In responsive design, the design format and content dynamically changes based on the screen size. Here are a few best practices:

  • Use a vertical, single-column layout (350 pixels max)
  • Keep subject lines to under 75 characters (shoot for under 35)
  • Make your text larger, preferably 16-pixel, since most mobile email applications automatically resize smaller text
  • Embedded links are more difficult to click than large buttons (44 x 44 pixels)

Consumers have high expectations regarding mobile. Strangeloop Networks reports that 85% of mobile users expect sites to load as fast or faster than on their desktops. In reality, however, median load time for 3G smartphones is 40% slower than on desktop. It’s not enough to build mobile-friendly emails. You’ve got to build mobile-friendly landing pages and sites, too.

The mobile email takeaway?

Mobile isn’t going away. On the contrary, it’s here to stay – and it’s a force to be reckoned with. Email marketers who embrace this technology will be ahead of the curve – and ahead of their competitors.

About the Author: Scott Hardigree is Founder of Indiemark and Co-founder of BrightSpeed. Connect with him everywhere, here.


The Truth About Video Email Marketing

Look in your email inbox, and on any given day you’re likely to find several emails that feature videos. They can range from informational/educational to simply entertaining. But what is all the fuss about? Does video email marketing really lift response rates? Can anyone use video in their email marketing? What are the best tactics (or best practices for that matter)? Let’s find out!

Video Email Marketing Statistics and Reports

  • Simply including the word “video” in an email’s subject line saw an increase of 7%-13% in overall click-through rates (CTRs) in 2011, according to Experian’s 2012 Digital Marketer Benchmark and Trend Report. Embedding a video in an email generated an average conversion rate 21% higher than emails containing a static image alone.
  • And Videoretailer.org reported that using the word “video” in the subject line of helped achieve increases in open rates of up to 20% vs. no “video” in the subject line.
  • The 2010 Video Email Marketing Survey and Industry Trends Report revealed that video was used with email marketing by 50% of survey participants, and an additional 24% were considering the use of video in their email marketing programs.
  • Video in email can increase click-through rates by as much as two times to three times, according to David Daniels, former principal analyst at Forrester Research and current principle at Relevancy Group.
  • Holland America conducted an A/B test with an animated .gif video in email vs. a static image. The video segment resulted in 100% higher click-through rate, reported Liveclicker.
  • According to Marketing Vox, 63.9% of 5,000 people watched to completion a video sent by email.
  • In a Get Response study of 800,000 customer emails, those containing video received, on average, 5.6% higher open rates and 96.38% higher CTRs than non-video emails.

Video Email Marketing Tactics and Examples

Depending on your budget, several options exist for creating videos in emails:

  • Embedded video, which is provided by companies like Bomb Bomb. But keep in mind that embedded video will not work in all email clients.
  • Animated .gif videos. See this example from Style Campaign, which is executed brilliantly but this format also has its limitations.
  • A static callout linking to a web-hosted video, like the examples below, is by far the most common tactic.

The video featured in this Williams-Sonoma email demonstrates how to use a product (and clearly labels it as such):

Video Email Marketing Example

Cosmetics retailer Obagi creates continuity in its emails with a video series that touches the emotions, sharing one woman’s struggle with acne and how she overcame it – in time for her wedding – by using Obagi products.

Using Video in Emails

Video Email Marketing Best Practices

No matter what format you choose, if you decide to take the plunge, you should follow these best practices for video in emails:

  • Video expert Justin Foster, in a webinar for the Email Experience Council titled “Video Email: Why, When and How,” said it’s important to call out the video in the subject line, use a play button in the video player/player image, and highlight in the email what happens when the video is clicked.
  • Make the call to action a text link for subscribers who have blocked images.
  • Keep full video length with audio to less than 3 minutes, animated .gif videos to 30-45 seconds.
  • Make sure the first frame of the video is acceptable for email clients that show static images only.
  • Ensure that the amount of bandwidth required by the subscriber is not more than 150-200kB/second.

The key takeaway to using videos is email

You have to decide whether video in email is right for your brand, your subscribers, and your budget. Video can add a personal element (such as a message from the president), it makes your emails more interactive/engaging, and it can be repurposed for other channels, such as YouTube and social sharing sites.

If fear of the unknown is holding you back, many resources are available to guide you through the process. A few factors to consider before selecting an email video provider include video quality, video storage capacity, mobile video recording and mobile playback.

About the Author: Scott Hardigree is Founder of Indiemark and Co-founder of BrightSpeed. Connect with him everywhere, here.


The Truth About Video Email Marketing

Look in your email inbox, and on any given day you’re likely to find several emails that feature videos. They can range from informational/educational to simply entertaining. But what is all the fuss about? Does video email marketing really lift response rates? Can anyone use video in their email marketing? What are the best tactics (or best practices for that matter)? Let’s find out!

Video Email Marketing Statistics and Reports

  • Simply including the word “video” in an email’s subject line saw an increase of 7%-13% in overall click-through rates (CTRs) in 2011, according to Experian’s 2012 Digital Marketer Benchmark and Trend Report. Embedding a video in an email generated an average conversion rate 21% higher than emails containing a static image alone.
  • And Videoretailer.org reported that using the word “video” in the subject line of helped achieve increases in open rates of up to 20% vs. no “video” in the subject line.
  • The 2010 Video Email Marketing Survey and Industry Trends Report revealed that video was used with email marketing by 50% of survey participants, and an additional 24% were considering the use of video in their email marketing programs.
  • Video in email can increase click-through rates by as much as two times to three times, according to David Daniels, former principal analyst at Forrester Research and current principle at Relevancy Group.
  • Holland America conducted an A/B test with an animated .gif video in email vs. a static image. The video segment resulted in 100% higher click-through rate, reported Liveclicker.
  • According to Marketing Vox, 63.9% of 5,000 people watched to completion a video sent by email.
  • In a Get Response study of 800,000 customer emails, those containing video received, on average, 5.6% higher open rates and 96.38% higher CTRs than non-video emails.

Video Email Marketing Tactics and Examples

Depending on your budget, several options exist for creating videos in emails:

  • Embedded video, which is provided by companies like Bomb Bomb. But keep in mind that embedded video will not work in all email clients.
  • Animated .gif videos. See this example from Style Campaign, which is executed brilliantly but this format also has its limitations.
  • A static callout linking to a web-hosted video, like the examples below, is by far the most common tactic.

The video featured in this Williams-Sonoma email demonstrates how to use a product (and clearly labels it as such):

Video Email Marketing Example

Cosmetics retailer Obagi creates continuity in its emails with a video series that touches the emotions, sharing one woman’s struggle with acne and how she overcame it – in time for her wedding – by using Obagi products.

Using Video in Emails

Video Email Marketing Best Practices

No matter what format you choose, if you decide to take the plunge, you should follow these best practices for video in emails:

  • Video expert Justin Foster, in a webinar for the Email Experience Council titled “Video Email: Why, When and How,” said it’s important to call out the video in the subject line, use a play button in the video player/player image, and highlight in the email what happens when the video is clicked.
  • Make the call to action a text link for subscribers who have blocked images.
  • Keep full video length with audio to less than 3 minutes, animated .gif videos to 30-45 seconds.
  • Make sure the first frame of the video is acceptable for email clients that show static images only.
  • Ensure that the amount of bandwidth required by the subscriber is not more than 150-200kB/second.

The key takeaway to using videos is email

You have to decide whether video in email is right for your brand, your subscribers, and your budget. Video can add a personal element (such as a message from the president), it makes your emails more interactive/engaging, and it can be repurposed for other channels, such as YouTube and social sharing sites.

If fear of the unknown is holding you back, many resources are available to guide you through the process. A few factors to consider before selecting an email video provider include video quality, video storage capacity, mobile video recording and mobile playback.

About the Author: Scott Hardigree is Founder of Indiemark and Co-founder of BrightSpeed. Connect with him everywhere, here.


How Do Teens Communicate? Infographic and Marketing Analysis

Today’s youth are the next generation of loyal customers. Those with jobs tend to have fewer financial responsibilities and more disposable income than older generations. To sell to them, it’s important to speak their language.

This year’s scholarship contest included a survey asking teens about the social networks and technology they use to communicate daily. How do they consume media and connect with their friends? The more you know about the next generation of consumers, the more effectively you can reach them with your online campaigns.


You can share this image and post with others at http://www.aweber.com/blog/email-marketing/teens-communicate-infographic. You can copy and paste the HTML below to embed the image on your blog or website.

So What Does This Mean For My Marketing?

There are a few big takeaways from our survey:

Younger Generations are hyper-connected to social media.

That’s certainly not surprising! Connect with them on multiple networks to get the most mileage from your online marketing.

Timing doesn’t matter as much as you think.

Whatever time of the day you send your message, teens are likely to see it in their inbox by then end of the day – the most popular time for checking email. When they’re out with their friends, teens are more likely to use social networks than any other tool. Reach them in real-time by taking a multi-channel marketing approach.

Facebook and email are neck-and-neck in popularity.

Facebook is popular, but it only beats email by a thin margin. So social networks aren’t killing email as dramatically as you might think.

But it’s still important to engage younger generations in more than one channel. If you’re interacting with them strictly through email, you’re missing opportunities to connect with them throughout the rest of the day.

Finally, today’s younger generations expect innovation.

Nearly half of our essay submissions mentioned replacing a missing social network or technology with another existing one, or just waiting for someone else to create something better.

This generation lives in a world of evolving technology and expects that evolution to continue. To captivate them with your marketing message, keep your ideas fresh and creative. This is the perfect demographic to take risks with your marketing tactics.

Do these findings influence your future marketing plans? How do you plan to reach the future generation of customers?

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