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@meladorri @litmusapp
…an email critic, cat lover, and explain-a-holic…
litmus ®
I’VE SENT A LOT OF EMAIL.
ABOUT EMAIL.
TO EMAIL MARKETERS.
#SOMETA
#THEFEAR
“…the following vehicle has been reported towed…”
<no-reply@cityofboston.gov>
YOUR CAR!
(This actually happened to @lozzzytweets )
BORED.SEND ME ANOTHER SALE, WHY DON’T YOU?
EMAIL IS NOT
EMAIL IS NOT
EMAIL’S
DIRECTQUANTITATIVE
REAL-TIME
Thanks, Email! :)
Pageviews
Twitter mentions
EMAIL IS AuniqueMEDIUM
FROM NAME SUBJECT LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
SUBSCRIBER EXPERIENCE
<table>
<td>
<td>
px
style=“font-face”
bgcolor
padding
Web
<div>
<h1>
<p>
em
<style>
background-color
margin
Use this
#ffffff
bgcolor
individual properties
width=“100”
<b>
px
align=“left”
Not this
#fff or rgb
background-color
shorthand
width:100px
<strong>
em
text-align:left
<h1>
<p>
<img>
<button>
✘
<td>
<td>
<td>
<td>
✔
43%of users view email with images off
Styled ALT text
Gmail strips CSS from the <head>worst case scenario: whoa
<td style=“…”>
<a style=“…”>
<img style=“…”>
<span style=“…”>✔Inlining Styles for Email
You can’t say “responsive email works on an iPhone.”
When clients say “it looks like crap on my Android.”
You should ask “what email app are you using?”
Device ≠ App
EMAIL IS ApersonalMEDIUM
EMAIL IS A1-to-1MEDIUM
#TEDC14
BRENDAN SCHWARTZ
CREDIT DEBIT
EMAILcommunicates
“It was an unseasonably warm summer night, and 14-year-old Grace was rushing down the narrow and secluded path from her village to Lake Victoria.”
TELLING A STORY
EMAILentertains
EMAIL ISuseful
EMAIL ISresponsive
EMAIL ISinteractive
litmus ®
EMAILconnects
AARRON WALTER
“Humans want to connect with real people.
Aarron Walter
“To engage your audience emotionally, you must let your brand’s personality show.
Aarron Walter
EMAIL IS ANopportunity
credit to @cstudabaker
THE HIDDENtalentsOF EMAIL
GOOD EMAILS MAKE PEOPLE
OPEN
GOOD EMAILS MAKE PEOPLE
CLICK
GREAT EMAILS MAKE PEOPLE
THINK
GREAT EMAILS MAKE PEOPLE
FEEL
GREAT EMAILS MAKE PEOPLE
LAUGH
GREAT EMAILS MAKE PEOPLE
ACT
DELIVERING EXPERIENCES
DELIVERING EXPERIENCES
DELIVERING EXPERIENCES
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