beyond email open rates: how to unlock the potential in your audience
TRANSCRIPT
Justine Jordan & Kevin Mandeville
Beyond Email Open Rates How to Unlock the Potential of Your Audience
WATCH WEBINAR RECORDING NOW
Don’t spend 90% of development time to satisfy 10% of users.
Know your audience. Choose your ba!les.
emailclientmarketshare.com
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1 Desktop, Webmail, or Mobile?
2 Email programs + rendering engines
3
Geotargeting
We’re gonna talk about…
4 Progressive enhancement
5
Responsive and mobile-friendly email
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Lots of other stuff along the way!6
Looking back to 2011…
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Source: Litmus Email Analytics
15
30
45
60
Jan-11
Apr-11
Jul-1
1Oct-
11
Jan-12
Apr-12
Jul-1
2Oct-
12Ja
n-13
Apr-13
Jul-1
3Oct-
13Ja
n-14
Apr-14
Jul-1
4Oct-
14
Mobile Desktop Webmail
Mobile has seen crazy growth
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Source: Litmus Email Analytics
15
30
45
60
Jan-11
Apr-11
Jul-1
1Oct-
11
Jan-12
Apr-12
Jul-1
2Oct-
12Ja
n-13
Apr-13
Jul-1
3Oct-
13Ja
n-14
Apr-14
Jul-1
4Oct-
1410%
48%
33%
Litmus
32%
57%
11%
Mobile Desktop Webmail
Average Retailer
10%
30%
60%
What does your data say?
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Litmus
32%
57%
11%
MobileDesktopWebmail
Average Retailer
10%
30%
60%
What does your data say?
Desktop-Heavy
Outlook 2000, 2003 Outlook 2007, 2010, 2013
Outlook 2011, 2016 Apple Mail
Lotus Notes Thunderbird
Word
Outlook 2007 Outlook 2013Outlook 2010 Outlook for Mac 2011 and 2015
Early Outlook Versions 2000 and 2003
Rendering in Outlook
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<table>
<td>
<td>
px
style=“font-face”
bgcolor
padding
Web
<div>
<h1>
<p>
em
<style>
background-color
margin
#KISSwebinar
Use this
#ffffff
bgcolor
individual properties
width=“100”
<b>
px
align=“le#”
Not this
#fff or rgb
background-color
shorthand
width:100px
<strong>
em
text-align:le#
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Animated GIFs and Outlook 2007+
Outlook 2007+ shows the 1st frame Other programs show the animation
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Animated GIFs and Outlook 2007+
Outlook 2007+ shows the 1st frame Other programs show the animation
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Animated GIFs and Outlook 2007+
Be sure the first frame communicates your message
(and isn’t blank)
We can easily target Microso" Outlook…
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Outlook 2000-2003
Outlook 2007-2013
<!--[if (IE)]> /* Insert HTML or CSS here */
<![endif]—>
<!—[if mso]> /* Insert HTML or CSS here */
<![endif]—>
Outlook conditional statements
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lt = less than a specific version gt = greater than a specific version lte = less than or equal to a specific version gte = greater than or equal to a specific version
Outlook version numbers
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9 = Outlook 2000 10 = Outlook 2002 11 = Outlook 2003 12 = Outlook 2007 14 = Outlook 2010 15 = Outlook 2013
Outlook conditional statements
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<!--[if mso 12]> = targets only Outlook 2007 <!--[if gte mso 12]> = targets Outlook 2007 and above <!--[if gt mso 12]> = targets above Outlook 2007 (Outlook 2010/2013) <!--[if lte mso 12]> = targets Outlook 2007 and below <!--[if lt mso 12]> = targets below Outlook 2007 (Outlook 2000/2002/2003)
Did you know?
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Outlook also has 200+ mso/-ms unique CSS properties.
https://litmus.com/community/learning/8-outlook-overview
Outlook.com Targeting
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Outlook.com also adds .ecx before every CSS class
.ExternalClass .ecxmyclass { /* CSS */ }
Apple Mail + Outlook for Mac
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Apple Mail and Outlook 2011 / 2016 use WebKit as a rendering engine.
WebKit has amazing CSS support and enables progressive enhancement in email.
WebKit Targeting Media Query
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@media screen and (-webkit-min-device-pixel-ratio: 0) { /* Insert CSS here */ }
Litmus
32%
57%
11%
MobileDesktopWebmail
Average Retailer
10%
30%
60%
What does your data say?
Webmail
Gmail Yahoo AOL
Outlook.com Office 365
Chrome, Firefox, Safari, Internet Explorer
Gmail Rendering
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Gmail strips out all classes and id’s in CSS. This is the reason we need to inline
all CSS for email.
https://putsmail.com/inliner
http://templates.mailchimp.com/resources/inline-css/
http://inliner.cm/
Inline CSS for Gmail
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<style type="text/css"> .body {font-size: 22px; font-family: Arial, sans-serif;
color: #222222;} </style>
<body style="font-size: 22px; font-family: Arial, sans-serif; color: #222222;">
Instead of:
We must use:
https://litmus.com/blog/understanding-gmail-and-css-part-1
Blue borders with <a> and <img>
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<a href="http://litmus.com"><img src="http://litmus.com/image.jpg" width="450" height="216" border="0"></a>
Gaps under images
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<img src="http://litmus.com/image.jpg" width="450" height="216" border="0" style="display: block;">
Litmus
32%
57%
11%
MobileDesktopWebmail
Average Retailer
10%
30%
60%
What does your data say?
Mobile-Heavy
iPhone Android Tablets
Gmail mobile app Inbox by Gmail
iOS Rendering
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Email apps for the iPhone and iPad use WebKit as a rendering engine.
WebKit has amazing CSS support and enables progressive enhancement in 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?”
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Device ≠ App support
Yahoo! (iOS + Android) yes
Mailbox (iOS) no
Gmail (iOS + Android) no
Inbox by Gmail (iOS + Android) no
BlackBerry Z10 yes
Windows Phone 7 no
Windows Phone 7.5 yes
Windows Phone 8 sometimes
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Media query support in mobile email apps
iPhone / iPad: Email app yes
Android 2.1: Email app no
Android 2.2: Email app yes
Android 2.3: Email app yes
Android 4.0, 4.1, 4.2: Email app yes
Android 4.3, 4.4: Email app sometimes
Kindle Fire yes
http://stylecampaign.com/blog/2012/10/responsive-email-support/
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Strategy #1: Mobile first
Considers the mobile user a priority
• One layout for all screen sizes
• Single column design
• 320-500px
• Large text & bu#ons
• Generous white space
• Clear calls to action
• Short, concise body copy
Strategy #2: Fluid
Email width changes to fit within the window it’s viewed in
• Percentage-based widths
• Adapts to fit the screen
• Text wraps automatically #KISSwebinar
Strategy #3: Responsive
• Resize content: make images fit, make text larger
• Hide content on mobile
• Stack columns
• Move a two-column design to a one-column design
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
Strategy #3: Responsive
• More than a “line of code”
• Set of conditional statement that enables specific styles
• If the screen size is x, then display y
• If the screen size is x, then increase headline size to y
• If screen size is x, then show image at 100%
• Detects screen size, not device type
Uses media queries to detect screen size and alter content accordingly
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image: webdesignerdepot.com
Body copy 16px+
Headlines: 22px+
Bu#ons: 44px by 44px
White space: 40px+
Tappable touch targets
Mobile-Friendly Email
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Impact of responsive email on click rates
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
Impact of responsive email on click rates
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Responsive design results in a 15% increase in unique clicks for mobile users.
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4%% 11.5% 58
Difference -13.7% 130% 93.3%
Act-On Case Study
AOL yes
Gmail no
Outlook.com sometimes
Yahoo! yes
Mobile email apps sometimes
Apple Mail no
Lotus Notes yes
Outlook 2000-2003 yes
Outlook 2007/2010/2013 yes
Outlook for Mac yes
Thunderbird no
Does image blocking happen in…
https://litmus.com/blog/the-ultimate-guide-to-email-image-blocking
Guide to styled ALT text: h#p://bit.ly/styledALT Guide to image blocking: h#p://bit.ly/image-block
<img alt="Litmus" width="200" height="50" style=“font-family: Arial; color: #ffffff; font-size:20px" border="0">
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Styled ALT text
#SearchLove @meladorri
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Images as bu#ons = bad
https://litmus.com/blog/a-guide-to-bulletproof-buttons-in-email-design
buttons.cm
WebKit Targeting Media Query
#KISSwebinar
@media screen and (-webkit-min-device-pixel-ratio: 0) { /* Insert CSS here */ }
h#ps://litmus.com/blog/a-bulletproof-guide-to-using-html5-and-css3-in-email
Dynamic Gravatar Animation h!ps://litmus.com/blog/behind-the-email-launching-community
HTML5 Video Background
#KISSwebinar
h!ps://litmus.com/blog/how-to-code-html5-video-background-in-email
Dynamic Twi#er Feed
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h!ps://litmus.com/blog/how-to-code-a-live-dynamic-twi!er-feed-in-html-email
A personal device that favors personal messages.
Links are disabled. No open or click tracking.
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2015 KISSmetrics Guide KISSmetrics Demo
h#p://kiss.ly/growth h#p://kiss.ly/demo