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Email has a bad rap: it’s been declared dead, called spam, and been sidelined by marketers and creatives alike. But email is one of the highest performing digital marketing channels, and requires its own unique set of content, marketing and design considerations. Let’s give email a big hug and learn to love this castaway of the web. In this presentation you'll learn: 1. How using “performance-driven email design” can drive email strategy that delivers results 2.Best practices and principles for creating great emails that get users to take action 3.Fundamentals of creating mobile-friendly emails
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presents
Email Strategy, Design and User Experience: Keys to SuccessJustine Jordan@meladorri
Email Strategy, Design +
Agenda� Introductions
� Email info!� Stats � Best practices� The mobile factor
� Email reviews/group exercise
Who am I?
Justine JordanMarketing Director
@meladorri @litmusapp
Who are you?Where do you work?
What email challenges do you face?
Email 101Why Email?
� Effective� Inexpensive� Immediate� Measurable� (Relatively) easy
Email’s not dead…Marketers just like shiny objects
Email is big� 91% of consumers use email at least once daily
� 66% of consumers have made a purchase as a result of an email that they’ve received
� The average mobile internet user spends 42% of their time on email
� 61% of smartphone users send/receive email daily
� Email marketing spending will reach $2.5 BILLION by 2016
Sources: ExactTarget 2012 Channel Preference survey; Forrester US Interactive Marketing Forecast; Nielsen; Pew Research Center
It’s the preferred channel
$2for every $1 spent
Banner Ads
Source: MediaPost.com
$17for every $1 spent
Keyword Ads
Source: MediaPost.com
$40for every $1 spent
Email Marketing
Source: MediaPost.com
Email gets more clicks…
… and conversions
You get the point.
Email 101Email ≠ Spam
� It’s all about permission� Not implied� Not purchased� Expires after a certain period of time
CAN-SPAM� Physical Mailing Address� Unsubscribe Mechanism
� Can’t require an account login� Process Unsub Request within 10 days
Email 101Metrics
� Open Rate� Click-Through Rate (CTR)� Conversion Rate� Web Analytics
Goals� Brand Awareness� Customer Experience� Increase Revenue / Sales� Relationship Building
Email is not:A JPG A print adA banner ad
Email is:A unique mediumwith unique considerations
The email experience
????
Page/Site
Tap/Click
Preview/Open
Preheader
Subject Line
From Name
First impressions matter
Sender
First impressions matter
Sender Subject line
First impressions matter
Sender Subject line
• What is recognizable, trustworthy and relevant?
First impressions matter
Sender Subject line
• What is recognizable, trustworthy and relevant? • Does the subscriber have a relationship with a person, or
the brand?
First impressions matter
First impressions matter
First impressions matter
First impressions matter
First impressions matter
First impressions matter
First impressions matter
First impressions matter
First impressions matter
First impressions matter
Preheader = tertiary inbox
Preheader = tertiary inbox
Preview pane & image blocking
Preview pane & image blocking
Preview pane & image blocking
Mobile is affected, too
Click opportunities� Linked imagery
� Video
� Buttons
� Charts
� Colored backgrounds
� Preheader text
� Forward & share
Keep it simple, stupid.
� What’s the call to action?
� Use buttons, context, active language
What is the message?
What should I do?
What should I do?
What should I do?
A POSITIVE EXPERIENCE?
A POSITIVE EXPERIENCE?
A POSITIVE EXPERIENCE?
A POSITIVE EXPERIENCE?
Where’s the download?
A POSITIVE EXPERIENCE?
Where’s the download?
Add to cart?
Designing for PerformanceEvery email should have a purpose.
� Why are you sending this email?ü Drive leadsü Increase brand awarenessü Is it relevant?
� Who are you sending to, and what do you know about them?ü Internal vs. external; B2B vs. B2C; demographics
� What do you want subscribers to do once they receive your email?ü Register for a webinarü Read an article
� How are you going to measure success?ü Open/click dataü Number of leads generated
ü What do you want the subscriber to do?� Is email the best way to communicate your message?
Email hierarchy� Content hierarchy
� Prioritize important information� Prune extraneous and irrelevant content
� Visual hierarchy� Use color, weight, size and placement to
provide emphasis� Bullets are your friends� Use a mix of rational and emotional appeals� Utilize background colors, bullets, numbers,
borders effectively� Use strong and clear calls-to-actions � Buttons tend to perform better that text links)
Designing for Performance� Email is the ideal environment for fast, easy and cheap testing
� What works for one campaign / company doesn’t necessarily work for another
� Things to test
� Time of day� Day of week� Subject Lines� Creative look and feel� Imagery
� Pre-Header� Navigation� Content Layout
DESIGN “A”
DESIGN “B”
DESIGN “C”
DESIGN “A” DESIGN “B”
DESIGN “C”
PIER 1 RESULTSMEASURES: CTR of Delivered Emails
Unsubscribe Rate
Sales Generated by Subscribers
WINNER: Generated 86% More Clicks Than Other Competitors
Generated 25% More Sales Than Nearest Competitor
DESIGN “A”
DESIGN “A”
DESIGN “B”
DESIGN “C”
DESIGN “C”
DESIGN “C”
DESIGN “A”
DESIGN “B”
DESIGN “C”
AAA OHIO RESULTSMEASURES: CTR of Delivered Emails
Projected Renewal Revenue
WINNER: Outperformed Control CTR by 26%
Outperformed Projected Revenue of 2nd Place by 4%
WINNER: DESIGN “C”
Testing can be simple
2x clicks!
HTML coding/rendering� HTML for email is not HTML for the web� Code like it’s 1999!� Use HTML tables for layout� Specify widths for table elements� Images should be in their own table cell� Avoid CSS for positioning or layout� Proper syntax is key� Use ALT text
� No JavaScript� No Flash� No HTML5 or CSS3� No External/Linked CSS� Use inline CSS instead of embedded (Gmail doesn’t support
embedded CSS)� HTML forms (not supported everywhere)� Background Images (not supported in Outlook 07)� Web-based email clients behave differently based on the
browser (IE vs Firefox)
HTML coding/rendering
Rendering� TEST TEST TEST
� Only comprehensive testing will ensure that your email appears the way you want it to in your subscriber’s inbox.
� Subscribers view emails in many different environments: desktop email clients, web-based email clients, mobile devices.
The Mobile Factor
0%
18%
35%
53%
70%
Q1 2011Q2 2011
Q3 2011Q4 2011
Q1 2012Q2 2012
Q3 2012Q4 2012
Q1 2013
Opens in Each Environment
Webmail Desktop Mobile
Mobile open rates are high
0%
18%
35%
53%
70%
Q1 2011Q2 2011
Q3 2011Q4 2011
Q1 2012Q2 2012
Q3 2012Q4 2012
Q1 2013
Opens in Each Environment
Webmail Desktop Mobile
10%
Mobile open rates are high
0%
18%
35%
53%
70%
Q1 2011Q2 2011
Q3 2011Q4 2011
Q1 2012Q2 2012
Q3 2012Q4 2012
Q1 2013
Opens in Each Environment
Webmail Desktop Mobile
33%
10%
Mobile open rates are high
0%
18%
35%
53%
70%
Q1 2011Q2 2011
Q3 2011Q4 2011
Q1 2012Q2 2012
Q3 2012Q4 2012
Q1 2013
Opens in Each Environment
Webmail Desktop Mobile
44%
33%
10%
Mobile open rates are high
The finger is the new mouse44 x 44px minimum
Taps, not clicks
Bigger is better…
� Body copy < 13px will be resized
� Recommended minimums� Body copy: 14px� Headlines: 22px
� CSS fix: “-webkit-text-size-adjust: none;”
Beware minimum font sizes; automatic resizing
No-go navigation
No-go navigation
No-go navigation
No-go navigation
No-go navigation
Text Buttons
Create touch targets
Text Buttons
Create touch targets
Text Buttons
Create touch targets
Text Buttons Image “Buttons”
Create touch targets
Text Buttons Image “Buttons”
Create touch targets
Text Buttons Image “Buttons”
Create touch targets
� Single column layout; simplified content
� Content comes first
� Reduce clutter� Navigation� Repeated links� Low priority content/imagery
� Clear and direct copy/CTAs
� Get skinny: 320-550px wide
� Short, direct copy
� Eliminate or hide low priority content
� Clear and direct calls to action
STREAMLINE
Don’t create friction
Don’t create friction
Don’t create friction
Responsive email design
Responsive email design
Responsive email design
Responsive email design
Questions?I (may) have answers
Email Review Time
Thanks!
Justine JordanMarketing Director
@meladorri @litmusapp