what's pushing email design forward today?
DESCRIPTION
While email is often typecast as an antiquated tool by the press and social media pundits, the email marketing scene has never been more active. Big and small brands alike are banging on the doors of email experts to create designs that are optimized for mobile devices. Email-led startups are gaining mainstream popularity. So, what's pushing this rush to make email beautiful, not to mention everyone's channel of choice? In this session, we'll be covering: - Ubiquity rules: The state of email design today - Why brands have recognized the value in quality email design - How design-led companies have broken email's old rules - Responsive email: Why mobile-first is the new mantraTRANSCRIPT
What’s pushing
email design forward?
Ros Hodgekiss, Campaign Monitor
We’ve come a long way, baby
Objective = Consistency
Objective = Optimization
Why have the old rules changed?
[pic of desktop pc]
[lots of people with different phones]
Tablet sales > Notebook sales
65% Opens on mobile
devices
138%
Ubiquity, unpredictability
All about getting the best result in any email client
Applying the web, to email
Knowing which techniques can be safely used
Knowing your audience
EXAMPLE: PANIC INC
EXAMPLE: DIAMOND RESORTS
CSS3 animation
EXAMPLE: DIAMOND RESORTS
Web fonts
EXAMPLE: PANIC INC
Fixed-position CTA
EXAMPLE: DIAMOND RESORTS
Why use these techniques?
If they see an email that looks bad, they will really see it as a
negative in terms of brand perception.“ ”
However...
Marketers are often overly focused on the aesthetic qualities...
rather than their impact on the bottom line.“ ”
I paint my own reality.“ ”
The Year of Responsive
We have the technology
EXAMPLE: CAMPAIGN MONITOR
EXAMPLE: MMT DIGITAL
Responsive = Rethinking email
Responsive = Inclusive
Responsive = “On the go”
I expect to see experimentation with templates and messaging
that really speaks to a customer on the move.“ ”
Responsive = Selling point
Responsive = Good practices
The average time allocated was only 51 seconds... participants
fully read only 19% of newsletters.“ ”
Responsive = Short and sweet
Responsive = Opportunity
Mobile first = Results first
Results are measurable
EXAMPLE: CROCS
• +7.7% clicks
• +15.67% opens on iPhones
"Our unsubscribe numbers appear to be going down and trackable forwarding of the emails has gone up."
EXAMPLE: THE FETCH
One in three
71%71%
Clients and brands are embracing the shift
52%52%
89%56%
Email is the new social
Stand up for your work!
Consistency is dead.
So, what next?
If you’re going through hell,
keep going.“ ”
What’s pushing
email design forward?
Ros Hodgekiss, Campaign Monitor
Twitter: @yarrcat
!Slide genius by Canva.com