146 Slides45 Minutes

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• Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background.

• Avoid reversing out small text on a dark background.

• Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device.

• Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message.

• Layout – One-column layout works best for mobile. If you have a multi-column layout, plan how elements shift or stack.

Great defensive designtechniques like HTMLtext and alt text.

Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.

First Time Visitor

Click One Product

Personalized Home Page

Personalization Served in Real-Time

Business Goal: OnlineShoes seeks to mirror this “in-store” experience through relevant product recommendation through out their site

Increased Revenue Per Session By:

10.1%

Solution:

• Personalized Landing Pages – populated based on Google search terms

• Leverage Business Rules. Ex: Cross-sell accessories only on cart page

• Created a new recommendation scenario on out-of-stock product pages to recommend similar products

Transactional Recommendations

When transactional messages are personalized, sales conversion rates can increase up to 25%

Typical transactional emails are opened between 70%-80% of the time, providing an excellent opportunity to engage your loyal customers.

Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.

Lenovo, welcome emailKyle, thank you for signing up. Enjoy your exclusive Lenovo offer.

Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other?

Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert!

ThinkGeek, 5/17/13 — Kyle, I am your father

Helzberg created 60,000 unique animated gifs to target each of their subscribers by name with charms. The subject line was not personalized.

Outperformed a similar email by nearly 300% in items of revenue generated.

When you start to farm and notHUNT for new customers.

You’ll harvest them for life.

Your marketing should be tailored first and foremost to your current customers and employees.