Can anyone share their email test results for mobile / non-mobile friendly opens?

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Hello friends,

My organization has invested in a new mobile-friendly website with new mobile-friendly donation pages - yay! We use Blackbaud's NetCommunity for our e-newsletters and e-appeals. Unfortunately, NetCommunity doesn't come with mobile-friendly templates. I've asked for our organization to hire an experience designer to create three mobile-friendly email templates to send to our supporters (approximately 30,000 emails). Our current templates (created by very unexpierenced me) don't render well in mobile devices.

Management has come back asking me to provide our org's stats for open rates between mobile-friendly emails and non-mobile-friendly emails to make my case.  Only.... as I don't have a mobile-friendly template, I've never been able to (nor can I at this time) run this test. I thought I could ask this community to share any similar tests they've run in the past? Has your organization tested open-rates, click-thrus and conversions between different types of templates? 

Thank you!
Michelle
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  • Michelle Tribe:
    I've asked for our organization to hire an experience designer to create three mobile-friendly email templates to send to our supporters (approximately 30,000 emails). Our current templates (created by very unexpierenced me) don't render well in mobile devices...Management has come back asking me to provide our org's stats for open rates between mobile-friendly emails and non-mobile-friendly emails to make my case.  Only.... as I don't have a mobile-friendly template, I've never been able to (nor can I at this time) run this test. 

    I'm at a small nonprofit with no budget for custom design templates, sadly. So what I'm about to offer doesn't answer your question regarding open/response rates for mobile-friendly vs. not, but it may prove to be a helpful end-around for you.


    As you know, trying to read a NetCommunity-generated email on a phone is an exercise in frustration. To help overcome that, I've just decided to design all our emails in a table that's 480 pixels wide (the maximum width for phones to view in landscape mode). When you're designing your email, click on the "View HTML" button and copy/paste the following:


    <style type="text/css"><!--

    @media only screen and (max-width: 480px){ .emailImage{ height:auto !important; max-width:600px !important; width: 100% !important; } }

    --></style>

    <table align="center" border="0" style="width: 480px;">

    <tbody>

    <tr>


    This will give you a basic table you can modify to suit your needs, but it will only be 480 pixels wide and will center on the recipient's screen, regardless of whether it's a computer monitor, tablet, phone, etc. 


    It's not an ideal solution, but it's at least better. Ideal would be if emails would automatically resize to whatever device is being used by the viewer!


    Regards,

    Jen

  • I added a Google Analytics event tracking 'pixel' to my email and I have found that about 50% of opened emails were on a mobile device. This percentage is skewed because we can't set the tracker up properly in NetCommunity (not without a lot of manual importing and exporting in Raiser's Edge and building an Excel macro to create the tracking code). But, I think it gives a good ballpark figure.

    Reference: https://developers.google.com/analytics/devguides/collection/protocol/v1/email


    My tracker looks like this:

     <img src='https://www.google-analytics.com/collect?v=1&tid=[YOUR Google Analytics Code]&cid=1&t=event&cm=email&cs=bbnc&cn=Campaign Name&dt=Subject:&dp=Audience&ec=Event Category&el=Event Label&ea=Event Action' hspace="0" border="0">


    The cid parameter should be unique, per user, being sent an email (ideally we would use the constituent ID). We can't do this NetCommunity because merge fields are images themselves, so I leave it as 1. 

    The cn, dt, dp parameters are viewable under Acquisition > Campaigns. 

    The last three parameters, ec, el and ea aretracked under Behavior > Events. I have found this to be the more helpful section:

    b5c5685970e50dd440565fda82d492fe-huge-re


    Hope this helps.

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