The document discusses key insights about mobile email usage and optimization. It shows that mobile email opens have grown 600% from 2011-2016, with over 70% of emails now being opened on mobile devices. When emails look bad on mobile, over 80% of users will still read them. The document provides tips for optimizing elements like preview text, links, text sizes, touch targets, and layouts for mobile. It also discusses different mobile email design approaches and resources for templates.

1. +#mobilehangout @litmusapp @hubspot
What you didn’t know
about mobile email
!

2. +
10%
20%
30%
40%
50%
60%
70%
Jan-11
M
ar-11
M
ay-11
Jul-11
Sep-11
N
ov-11
Jan-12
M
ar-12
M
ay-12
Jul-12
Sep-12
N
ov-12
Jan-13
M
ar-13
M
ay-13
Jul-13
Sep-13
N
ov-13
Jan-14
M
ar-14
M
ay-14
Jul-14
Sep-14
N
ov-14
Jan-15
M
ar-15
M
ay-15
Jul-15
Sep-15
N
ov-15
Jan-16
M
ar-16
Mobile
Source: Litmus Email Analytics
Growth in mobile email opens: 2011-2016
8%
56%
+600%

3. +
0 25 50 75 100
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
80.3%
30.2%
13.5%
3.8%
6.3%
What do you do if you get a mobile
email that looks bad?
Source: BlueHornet study: Consumer Views of Email Marketing

4. +
!
#mobilehangout @litmusapp @hubspot
Know your audience
70%+ open on mobile < 15% open on mobile

5. +
!
#mobilehangout @litmusapp @hubspot
Optimize the mobile inbox
~25 characters
~35 characters
~85 characters

6. +
!
#mobilehangout @litmusapp @hubspot
Preview text
optimization guide >>> bit.ly/preview-text

7. +
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#mobilehangout @litmusapp @hubspot
Banish blue links!
Auto-linking makes some text unreadable
◉ Phone calls
◉ Track packages
◉ Find addresses
◉ Create events
◉ Affects emails in iOS (iPhone/iPad)
remove them >>> bit.ly/ios-blue-links

8. +
!
#mobilehangout @litmusapp @hubspot
Prevent navigation woes
iOS resizes
any text below 13px

9. +
!
#mobilehangout @litmusapp @hubspot
Bigger is better
◉ Body copy: 16px+
◉ Headlines: 22px+
◉ Buttons: 44px by 44px
◉ White space: 40px+
◉ Tappable touch targets

10. +
!
#mobilehangout @litmusapp @hubspot
Understand mobile approaches
◉ Mobile aware
◉ Traditional
◉ Hybrid/Spongy

11. +
Gmail does not
support traditional
responsive email
templates
Inbox by Gmail iOS Mail
#mobilehangout @litmusapp @hubspot

12. +
!
#mobilehangout @litmusapp @hubspot
Utilize free resources
Community Template Gallery
litmus.com/community/templates
Litmus Slate Templates
bit.ly/slate-templates

13. Plain Text vs. HTML

14. Plain Text vs. HTML

15. Above the Fold

16. Above the Fold 👍

17. Above the Fold 👎

18. Enticing ExplainingEntertaining
GIFS in Email

19. BONUS: Emoji Subject Lines
Learn about mobile email from the experts [LIVE Hangout - July 12]
Email marketing on mobile just got easier 📱 ➡ 📈
vs.