Post on 15-Apr-2017
EMAIL’S
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
SaaS
SaaS
@meladorri \\ @litmusapp #saasfest16
SaaS
@meladorri \\ @litmusapp #saasfest16
from:SaaS
SaaS
SaaS
SaaS
SaaS SaaS ???
EMAIL EDITION
@meladorri \\ @litmusapp #saasfest16
You must follow the spam laws of the country you live in send to
@meladorri \\ @litmusapp #saasfest16
You can’t use spam “triggers”
ALL CAPS Free
!!! Buy now
OK TO USE
@meladorri \\ @litmusapp #saasfest16
Delivery problems are not your faultusually
(You can’t blame your mailing tool or Gmail)
@meladorri \\ @litmusapp #saasfest16
Reach new prospects with list rentals
by earning their opt-in
(You can’t rent or buy permission)
@meladorri \\ @litmusapp #saasfest16
cold outreach
@meladorri \\ @litmusapp #saasfest16
“no thanks”
@meladorri \\ @litmusapp #saasfest16
okay I’ll spam you instead
[closed/marketing or ‘nurture’]
@meladorri \\ @litmusapp #saasfest16
“Humans want to connect with real people.
Aarron Walter
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
Preferred.Measurable.
Direct.Personal.
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
Subject: Charge Your Karma Battery Soon.
From: Karma <notifications@yourkarma.com>
@meladorri \\ @litmusapp #saasfest16
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
Hierarchy of Subscriber Needs
REMARKABLE
VALUABLE
FUNCTIONAL
RESPECTFUL
exceptional content + experiences
targeted, relevant, personalized
links and images work
permission + expectations
@chadswhite
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
Hierarchy of Subscriber Needs
REMARKABLE
VALUABLE
FUNCTIONAL
RESPECTFUL
exceptional content + experiences
targeted, relevant, personalized
links and images work
permission + expectations
GET OUT OF THE
MENTALITY
@BRENDAN @WISTIA
CREDIT DEBIT
@meladorri \\ @litmusapp #saasfest16
Top Reasons Consumers Report Spam
0% 10% 20% 30% 40% 50% 60%
43%
45%
50%
51%
53%
57%
Percentage of consumers who have marked promotional emails from a brand as spam
Irrelevant or too many emails
No longer interested in the brand
Didn’t subscribe to receive emails
Couldn’t easily unsubscribe
Bad customer service experience
Didn’t work well on smartphone
Source: Litmus/Fluent Survey
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
SUBSCRIBER EXPERIENCE
FROM NAME SUBJECT LINE
PREVIEW TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
@meladorri \\ @litmusapp #saasfest16
24%
34%
42%
From nameSubject linePreview text
Subscribers look at from name first, subject line second
What’s the first think you look at when deciding whether to open an email?
Source: Litmus/Fluent Survey
@meladorri \\ @litmusapp #saasfest16
quora from names
@meladorri \\ @litmusapp #saasfest16
no-reply@brand.com
replies@brand.com
Behind every from name…
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
opens
clicks, conversions
Subject line optimization
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
46%54%
Yes No
54% of subscribers say they’ve felt tricked by a subject line
Have you felt cheated, tricked, or deceived into opening a promotional email by it’s subject line?
Source: Litmus/Fluent Survey
@meladorri \\ @litmusapp #saasfest16
‘view images’
actionable, trackable
Preview text optimization
@meladorri \\ @litmusapp #saasfest16
Guide to preview text >> bit.ly/preview-text
@meladorri \\ @litmusapp #saasfest16
An optimized inbox
~25 characters
~35 characters
~85 characters
@meladorri \\ @litmusapp #saasfest16
Don’t be these guys
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
SUBSCRIBER EXPERIENCE
FROM NAME SUBJECT LINE
PREVIEW TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
CONTEXT-AWARE EMAILWhat do we know about the user to create a better experience?
@meladorri \\ @litmusapp #saasfest16
TECHNOLOGYWhat device is being used?
@meladorri \\ @litmusapp #saasfest16
email from an ATM transaction!
ENVIRONMENTWhere and when is the user?
@meladorri \\ @litmusapp #saasfest16
TASK
I want to log in. Where do I click?
What is the user trying to accomplish?
@meladorri \\ @litmusapp #saasfest16
Apple Watch? No text version? No email.
@meladorri \\ @litmusapp #saasfest16
10%
20%
30%
40%
50%
60%
70%
Jan-11Mar-11May-11Jul-11Sep-11Nov-11Jan-12Mar-12May-12Jul-12Sep-12Nov-12Jan-13Mar-13May-13Jul-13Sep-13Nov-13Jan-14Mar-14May-14Jul-14Sep-14Nov-14Jan-15Mar-15May-15Jul-15Sep-15Nov-15Jan-16Mar-16
Mobile email opens: +600% in 5 years
8%
56%
Source: Litmus Email Analytics
@meladorri \\ @litmusapp #saasfest16
70%+ open on mobile < 15% open on mobile
Know your audience
@meladorri \\ @litmusapp #saasfest16
43%
51%
Emails look bad on mobile?
said they’ve marked a brand as spam
said they’ve unsubscribed
Source: Litmus/Fluent Survey
@meladorri \\ @litmusapp #saasfest16
Modern devices have sharp screens
@meladorri \\ @litmusapp #saasfest16
No images = no message?
Guide to styled ALT text >> bit.ly/styledALT
@meladorri \\ @litmusapp #saasfest16
Images as buttons
@meladorri \\ @litmusapp #saasfest16
To read the full article, click here.
Read the full article.
Stop saying ‘click here’
@meladorri \\ @litmusapp #saasfest16
‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets
Bigger is better
I like…
BIG BUTTONS
… and I cannot lie
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
ENLARGE
ALL THE THINGS
@meladorri \\ @litmusapp #saasfest16
Video in emailVideo with email
NEWSNEWS
Press play and watch without leaving the emailClick to watch video on a landing page
Video
#saasfest16 @meladorri \\ @litmusapp
Animated GIFsaka your secret weapon for showing product demos in email
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
Hierarchy of Subscriber Needs
REMARKABLE
VALUABLE
FUNCTIONAL
RESPECTFUL
exceptional content + experiences
targeted, relevant, personalized
links and images work
permission + expectations
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
cart abandonment
login
purchase
tool usage opt-in
video watched
email action
call activity
event attendance
downloads
contest entry
@meladorri \\ @litmusapp #saasfest16
Welcome email: multiple versions
@meladorri \\ @litmusapp #saasfest16
Trigger from action or inaction
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
Contextual follow-up: Prospect vs. Customer
@meladorri \\ @litmusapp #saasfest16 @meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
City-specific targeting General email
@meladorri \\ @litmusapp #saasfest16
Don’t set it and forget it
@meladorri \\ @litmusapp #saasfest16
Follow the funnel
Audience: Annual customers w/ no login for 90 days
Open rate: 25.12% Click rate: 0.33% (TWO clicks)
@meladorri \\ @litmusapp #saasfest16
Follow the funnel Log-in rate after 1 week: 4.46% After 1 month: 13.45%
Although the click rate is low, the email is still effective.
@meladorri \\ @litmusapp #saasfest16
CSS Animation
Image Personalization
@meladorri \\ @litmusapp #saasfest16
Interactivity
Gamification
@meladorri \\ @litmusapp #saasfest16
THE HIDDENtalents
OF EMAIL
@meladorri \\ @litmusapp #saasfest16
GOOD EMAILS MAKE PEOPLE
OPEN@meladorri \\ @litmusapp #saasfest16
@meladorri \\ @litmusapp #saasfest16
GOOD EMAILS MAKE PEOPLE
CLICK@meladorri \\ @litmusapp #saasfest16
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
great EMAILS MAKE PEOPLE
THINK
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
great EMAILS MAKE PEOPLE
FEEL
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
great EMAILS MAKE PEOPLE
ACT
#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16
great EMAILS MAKE PEOPLE
SHARE
DELIVER AWESOME EXPERIENCES