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EMAIL AT THE TURNING POINT

Jason Rodriguez, Litmus @rodriguezcommaj

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JASON RODRIGUEZ

Email Designer, Writer, and Community Manager at Litmus @rodriguezcommaj

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6 YEARS FREELANCE & AGENCY

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MODERN HTML EMAIL

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JOINED LITMUS IN 2013

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PROFESSIONAL EMAIL DESIGN

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? WHAT DO WE ACTUALLY DO?

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DRIVE BUSINESS

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REPRESENT COMPANIES REINFORCE BRANDING

DRIVE REVENUE

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WE DO IT WELL

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INFORM PEOPLE

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TRANSACTIONAL EMAILS MARKETING EMAILS

NEWSLETTERS

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BUILD CONNECTIONS

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? HOW DID WE GET HERE? AND WHERE ARE WE GOING?

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EARLY STAGES: THE DESKTOP DAYS

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FOCUS ON DESKTOP CLIENTS

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TWO MAJOR PROBLEMS

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TERRIBLE RENDERING

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LACK OF SUPPORT FOR CSS

campaignmonitor.com/css

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INCREASE IN CLIENTS

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REACTIONARY TOOLS

An early version of Litmus

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MIDDLE STAGES: THE MOBILE REVOLUTION

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APPLE iPHONE

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HOW BIG IS MOBILE?

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MOBILE GROWTH SINCE 2011

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+512% SINCE 2011

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FRAGMENTATION

Android Screen Sizes iOS Screen Sizes

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TOOLS HAVE EVOLVED

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INCREASE IN MOBILE DESIGN SOLUTIONS

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MOBILE-AWARE

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FLUID LAYOUTS

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LATE STAGES: RESPONSIVE DESIGN

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ETHAN MARCOTTE & RESPONSIVE WEB DESIGN

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FLUID TABLES FLUID IMAGES

MEDIA QUERIES

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ALLOWS FOR ULTIMATE CONTROL

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MEDIA QUERY SUPPORT

stylecampaign.com/blog/2012/10/responsive-email-support/

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APPS & RENDERING ENGINES

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DESKTOP STYLES RETINA IMAGES

INCREASED BANDWIDTH

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COMPANIES HAVE SEEN GREAT RESULTS

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WHILE THE EVOLUTION OF EMAIL HAS HELPED US ACHIEVE

BUSINESS GOALS…

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FEW OF US INNOVATE AND BUILD REAL CONNECTIONS WITH PEOPLE

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INSTEAD, WE’VE ALL BEEN DESIGNING DEFENSIVELY

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THIS IS THE TURNING POINT

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? WHAT DOES THE FUTURE LOOK LIKE WHEN WE CAN STOP DESIGNING DEFENSIVELY?

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FOUR PREDICTIONS

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PREDICTION #1 EMAIL DESIGN WILL BECOME A SOLVED PROBLEM

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OPEN KNOWLEDGE

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NEW TOOLS

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PREDICTION #2 GMAIL WILL GET BETTER

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BETTER CSS SUPPORT, ACROSS PLATFORMS

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PREDICTION #3 WE WILL SEE AN INCREASED FOCUS ON CONTENT

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ADVANCED PERSONALIZATION USE OF CONTEXT BETTER CONTENT

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PREDICTION #4 THE RISE OF EMAIL EXPERIENCE DESIGNERS

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EXPERIENCE DESIGNERS ARE COMMON ON THE WEB

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THINK OF THE POSSIBILITIES FOR EMAIL

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“ POSITIVE EMOTIONAL EXPERIENCES TRAIN USERS TO FALL IN LOVE WITH A PRODUCT

OR SERVICE.

AARRON WALTER, MAILCHIMP

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EMAIL IS A

1-TO-1

MEDIUM

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THE INBOX IS A DIRECT LINK TO A PERSON

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WE’LL FINALLY BE ABLE TO FOCUS ON CRAFTING AN

EXPERIENCE FOR AN INDIVIDUAL

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THEIR SPECIFIC CONTEXT

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AND DELIGHTFUL INTERACTIONS

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WHEN WILL ALL OF THIS BE HAPPENING?

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WE’LL SEE GMAIL FIX MEDIA QUERY & CSS SUPPORT WITHIN THE NEXT YEAR

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WE’LL SEE A HUGE INCREASE IN SOPHISTICATED, RESPONSIVE CAMPAIGNS

IN THE NEXT 1-2 YEARS

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IT’S ALL UP TO YOU

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DON’T BE AFRAID TO BREAK NEW GROUND

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STOP CHASING UNIVERSAL RENDERING (IT DOESN’T EXIST)

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START BUILDING EXPERIENCES THAT DRIVE REAL RELATIONSHIPS

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RESOURCES

TRY LITMUS FREE FOR 14 DAYS pages.litmus.com/lp/evillage

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PROFESSIONAL EMAIL DESIGN

GET IT FOR ONLY $10

https://gum.co/professionalemaildesign/evillage