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In this webinar replay, Daniel Burstein,Director of Editorial Content, and
Courtney Eckerle, Manager of Editorial
Content, both of MECLABS, discuss the
top takeaways from Email Summit
2014.
Access our other webinars
Watch it now
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Email Summit 2014: Top takeaways frthis years award-winning campaign
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Todays speakers
Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle
Daniel Burstein
Director of Editorial Co
MECLABS
@DanielBurstein
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Email Summit 2014
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Related resources B2B Email Marketing: How a publishing company used marketing automation to increase C
Awards 2014 Best in Show, Lead Generation
Email Marketing: E-commerce site increases online ticket purchases by 66% with relevant c
Awards 2014 Best in Show, E-commerce
MarketingSherpa Email Summit 2013 Wrap-up: Top 5 takeaways for email marketers
Marketing Automation: Key challenges a global information company overcame to transfor
blast to persona-driven email marketing
Email Marketing: Copyblogger's email list grows by 400% using free paywall to access "MyC
Email Marketing: Weekly newsletter sees 400% lift in reactivation of inactive subscribers w
Email Marketing: Dell lifts revenue 109% via GIF-centric campaign
http://www.marketingsherpa.com/article/case-study/b2b-email-marketing-automation-personashttp://www.marketingsherpa.com/article/case-study/eventful-increase-purchases-contenthttp://www.marketingsherpa.com/article/wrap-up/top-5-takeaways-email-summit-2013http://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/article/case-study/email-marketing-free-paywall-accesshttp://www.marketingsherpa.com/article/case-study/newsletter-reactivation-lift-personalizationhttp://www.marketingsherpa.com/article/case-study/gif-centric-email-campaignhttp://www.marketingsherpa.com/article/case-study/gif-centric-email-campaignhttp://www.marketingsherpa.com/article/case-study/gif-centric-email-campaignhttp://www.marketingsherpa.com/article/case-study/gif-centric-email-campaignhttp://www.marketingsherpa.com/article/case-study/newsletter-reactivation-lift-personalizationhttp://www.marketingsherpa.com/article/case-study/email-marketing-free-paywall-accesshttp://www.marketingsherpa.com/article/case-study/email-marketing-free-paywall-accesshttp://www.marketingsherpa.com/article/case-study/email-marketing-free-paywall-accesshttp://www.marketingsherpa.com/article/case-study/email-marketing-free-paywall-accesshttp://www.marketingsherpa.com/article/case-study/email-marketing-free-paywall-accesshttp://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/video/webinar/marketing-automation-email-marketing-personashttp://www.marketingsherpa.com/article/wrap-up/top-5-takeaways-email-summit-2013http://www.marketingsherpa.com/article/wrap-up/top-5-takeaways-email-summit-2013http://www.marketingsherpa.com/article/wrap-up/top-5-takeaways-email-summit-2013http://www.marketingsherpa.com/article/case-study/eventful-increase-purchases-contenthttp://www.marketingsherpa.com/article/case-study/eventful-increase-purchases-contenthttp://www.marketingsherpa.com/article/case-study/eventful-increase-purchases-contenthttp://www.marketingsherpa.com/article/case-study/b2b-email-marketing-automation-personas -
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10.5 hours. 158 slides. 30 minutes. What should
Go fast and get through as much as we can Keep things slow and steady
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Lesson #1. Testing small can lead to big ch
in conversion and culture
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Why One Test Triggered a 180-Degree Turn
All Whirlpool Brands Direct Market to Cons
Thomas Mender
Sr. Manager, Database Marketing
Whirlpool
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Before Testing: Clickthrough vs. opt-out ra
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clickthrough Rate
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Before Testing: Clickthrough vs. opt-out ra
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clickthrough Rate
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Before Testing: Clickthrough vs. opt-out ra
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clickthrough Rate
We faced a challenge,
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Email Summit 2013
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Testing: Calls-to-action
Experiment ID: Summit ExperimentCalls-to-Action
Location:Whirlpool Testing LibraryCampaign Focus: Ice email campaign
Background:
Applying what was learned about minimizing CTAs in emai
Email Summit 2013.
Objective:To achieve a higher clickthrough rate.Primary Research Question: Will having a single CTA be more effective th
multiple CTAs?
Test Design: Single variable A/B split test
Research Notes:
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ControlTesting: Calls-to-action
Primary goal of the campaign is to
promote one-time promotional email
($400 off)
Recipients: Total of 700k of current
customers
Hand-raisers
Recent purchasers (5 years)
Old purchasers (>5 years)
Current Ice product owners
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Control email
TopBottom
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Testing: Calls-to-action
Treatment
CTA
Control
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Results: Testing calls-to-action
Calls-to-action testedHand-
raisers
Purchasers
( 5 years)
Purchasers
(> 5 years)
Current Ice
owners
Control 1.23% 0.35% 0.40% 2.77%
Treatment 1.55% 0.54% 0.57% 4.34%
Relative Difference +26% +53% +43% +57%
42% Increase in clickthrough rateTreatment increased CTR for each of the segments below.
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Previous process
Agency builds
creative
Marketing team
approves
Creatives are
published
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l k h h
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Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009 2010 2011 2012 2013 2014
Opt-Outs
Clickthrough Rate
f l k h h
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Before Testing: Clickthrough vs. opt-out ra
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009 2010 2011 2012 2013 2014
Opt-Outs
Clickthrough RateSmall changes, BIG im
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Lesson #2. Find your email marketing voi
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How a Seasonal Retailer Evolved from
Emails to Year-Round Content MarketiMarcia Oakes
Senior Online Marketing Manager
Calendars.com
Th bl
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The problem
Compelling promotions in off-season
Deliverability issues from decreased e
and inconsistent mail volume
Highly seasonal product
Th Ch ll P t 3
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The ChallengesPart 3
Finding our voice
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You cant always get
what you want
nd
it takes a significant
time investment to get
what you need
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Connecting content to co Develop quality content
Identify evergreen con
already have available
Create a content calenda
plan for the resources an
need
You cant always get
what you want
nd
it takes a significant
time investment to get
what you need
Connecting to our content
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Connecting to our content
Connecting to our content
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Themed days
Connecting to our content
Connecting to our content
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Real dates in
history
Themed
days
Connecting to our content
Connecting to our content
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Connecting to our content
34
Celebrity
birthdays
Real
dates
in
history
Themed
days
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Connecting to our content
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Realdates
in
history
Themed
days
Home
org
tips
Celeb
b-days
Links directly topopular Pins
Connecting to our content
The results
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The results
Blog traffic aDay newslet
The results
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The results
*Other factors contributed
Newsletter produces a positive ROI, despite
low conversion rates
Good customer feedback
+7O
R
The results
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Newsletter produces a positive ROI, despite
low conversion rates
Good customer feedback
The results
+7O
RI enjoy reading your
monthly Flip Daycalendar.
-Kim
You nailed it.
-Beverly
BRAVO for your wonderf
Flip Day newsletter!
-Claire
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Are you interested in becoming
MarketingSherpa case study?
Contact us at: [email protected]
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Lesson #3. Stand out in the inbox
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How Dell designed an email with old technology to launch a new
Old Dog, New Tricks
Dave Sierk
Consumer & Small Business Email Strategist
Dell
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A GIF?
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Show your value proposi
(REALLY SHOW IT)
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109% Increase in revenue
Compared to benchmarked data from last year
Email with animated GIFIncrease against quarterly benchm
similar promotional campaig
Click Rate 42.6%
Conversion 103%
Revenue 109%
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How an equipment company created emails that
changed the culture of its marketing campaigns
Email on the Wild Side
Chris Hawver
Team Leader, Americas Marketing
Tennant Company
Email on the Wild Side: I Wanna Ride
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New email design
Email on the Wild Side: I Wanna Ride
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New landing page design
Experiment: Background
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Experiment ID: Tennant Subject Line Test
Record Location: Tennant Testing Library
Background:Tennant, a global cleaning equipment company.
Objective: To increase email open rates and number of demos schedule
Primary Research Question: Which subject line will generate the greate
open rate?
Test Design: A/B/C split test
Research
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Experiment: Results
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24% increase in total opensSubject line C (Hybrid) increased open rate by 24.2%
What You Need to Understand: The subject line focused on a
product relevance and target audience appeal outperformed
traditional subject line by 24%.
Subject Lines Open Rate
A. Meet the NEW Tennant B10 and T12 (Traditional)
26.6%
B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) 24.9%
C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) 33%
!
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The successof this campaign transformedmarketing.
Email on the Wild Side: Culture change
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How our culture transformed
New and creative ideas to drive future email efforts
Focus on customer benefits and advantages
Offer solutions, not products
Using email for lead generation
Integration of email campaigns with other channels
Overall results
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Overall results
Qualified leads 36% over goal
New product revenue 110% of goal Overall ROMI 10:1 (working to 15:1 in 201
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Lesson #5. Dont ask for too much up fron
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Key challenges in transforming from batch an
blast to persona-driven email marketing
Marketing Automation
yron ODell
Senior Director, Demand Management
IHS
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Challenge: Implementechnology and chang
the culture
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How To: Implement automation technolo
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Craftautomated
drip tracks
for each
persona
Createforms to
capture
persona
information
Maketemplates
with
customizable
content
blocks
Builddatabasethroughout
campaign
using
progressive
profiling
Tip: Dont just add
technology, change the
culture.
Tip: Ask for the persona
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What is yourcurrent role?
Forms Learning #1Tip: Iceberg form strategy
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From this short form
we get all this!
Company (struct
Address
Company phone
Fortune 1000 fla
Industry
Employee count Annual sales
How To: Implement automation technolo
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Craftautomated
drip tracks
for each
persona
Createforms to
capture
persona
information
Maketemplates
with
customizable
content
blocks
Builddatabasethroughout
campaign
using
progressive
profiling
Persona-specific messaging
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I
Inbound source customization
Persona-based customization
How To: Implement automation technolo
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#SherpaWebinar
Craftautomated
drip tracks
for each
persona
Createforms to
capture
persona
information
Maketemplateswith
customizable
content
blocks
Builddatabasethroughout
campaign
using
progressive
profiling
Tip: You dont have to
build your targeted
database all at once.
Personal info opt-in page
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After
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Drips: Beginning and middle of the month
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Content is gated
Progressive Profiling: Persona
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Askin
p
inf
Progressive Profiling: Contact
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Tip: Auto-fill
information that you
already know.
How To: Implement automation technolo
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Craftautomated
drip tracks
for each
persona
Createforms to
capture
persona
information
Maketemplateswith
customizable
content
blocks
Builddatabase
throughout
campaign
using
progressive
profiling
Tip: Get it out the door!
Follow best practices first,
then optimize with data.
Top takeaways It is all about and the right and the
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It is all about contentand the right target audienceand the
Its a three-legged stool.
The payback on this approach is ultimately less overheadand hi
engagement
vs. traditional batch and blast.
Getting the organization to think in terms of persona-relevantc
buying-stage-relevant content = higher success = sales.
Use the technology: Triggered communications, form design an
enrichment will fuel your success long term.
Just start and keep it simple. Remember, the fast eat the slow.
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Lesson #6. Tailor your message to your cu
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How an e-commerce site transformed its
email program to increase purchases by 66%
Segmentation and Personalization
Paul Ramirez
VP, Operations
Eventful
Ryan Blomber
Director, Engin
Eventful
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The originalenginerecommendation
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The inventionof social sharing
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1
2
3
4
Predict from known data
Connect the dots
Craft forms with purpose
Be something bigger
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1 Craft forms with purpose
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1
2
3
4
Predict from known data
Connect the dots
Craft forms with purpose
Be something bigger
The first takeaway No more standard forms.
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What are the right fields? Right number o
Every opportunity to engage is a chance tmore about your customers and serve the
better.
Figure out why your audience might wantfrom you. Connect to that motivation.
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Subjec
Arcade
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Arcade
to Parc
Feedback
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reactivation of ina400%
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Lesson #7. Link your campaign to relevan
culture
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How an IT company leveraged a
multichannel campaign to wake the d
Above the Noise
Christine Nurnberger
Vice President, Marketing
SunGard Availability Services
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outin
ins
Relevance
Relevance
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Deliver the right message to
right audience at the right t
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Summer 2013
C-Level
Sales CCampaign overview
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Retargeting
Inactive Users
Retargeting list
Landing Page
Email List
Enter to Win Place
CRM
Asset Email Winners
AR & PRMail 1 Mail 2
Social
MediaCloud
Availability
IT Disaster
Recovery
Cloud Availability Services
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IT Disaster Recovery
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Campaign overview
C-Level
Sales C
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Retargeting list
Landing Page
Email List
Enter to Win
Social
Media
Placed in
CRM
Cloud
Availability
IT Disaster
Recovery
Retargeting
Inactive Users
AR & PRMail 1 Mail 2
Asset Email Winners
Retargeting email campaign
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We hope its
not too late
Con
Retargeting email campaign
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We hope its
not too late
Con
Reactivated 2% of contact
had not interacted in 6 m
Landing page with registration page
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Landing page with registration page
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Linked to how migrating
to the cloud as a businessoption aligns with
surviving the zombie
apocalypse
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Social Media Campaign: Examples
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Campaign Winners: Flash drive
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Campaign Winners 2: Survival kit
Backpack
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Backpack
Survival guideF
Results
"IT Availability Cloud" email campaign achieved 1.2% higher c
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open (CTO) rates among the director level, and above average
global, large and medium enterprises.
The "Disaster Recovery/Managed Recovery Program" campai
created a 3% increase in CTO ratesamong president or owner
The retargeting emailreactivated 2% of contacts who had nointeracted with SunGard within the previous six months.
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Learn about the customer
Connect with your audience
Test the waters
How do we best
that story?
How to choose theright channels
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1. Can it communicate the right mess
2. Can it reach the right audience?
3. Can it communicate in a way that wresonate with our audience?
Top takeaways
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1. Don't be afraid to step outside the box and try a new creative messagi
it could have huge payoffs in B2B (particularly among the difficult to re
2. Even in today's B2B marketing and digital era, direct mail may not be a
zombies.
3. Leverage social channels to help amplify your message.
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Lesson #8. The best experience wins
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Email Design: How to optimize
all environments in a mobile wJustine Jordan, Marketing Director, Litmus
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How can you create mobile-friendly em
Best practices, examples and tips
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Got screenimagecredit:helpmyhelpdesk.com
Mobile is big, but how big?Mobile:
Smartphones (iPhone, An
and tablets24%
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and tablets
Desktop:
Installed email programs
(Outlook, Apple Mail)
Webmail:
Email accessed through a
browser (Gmail, Hotmail,
Yahoo)
Webmail
49%Mobile
27%Desktop
Source:LitmusEmailAnalytics;306millionworldwideopens
Desktop, Webmail, Mobile: 2011 - Now
Q1 2013
Q2 2013
Q3 2013
Q4 2013
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Source:LitmusEmailAnalytics
Desktop, Webmail, Mobile: 2011 - Now
50%
60%
70%
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0%
10%
20%
30%
40%
50%
10%
33%
Source:LitmusEmailAnalytics
Top email clients
#1 iPhone 24%
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#2 Outlook
13%
#3 iPad 12%
#4 Android
12%
source:emailclientmarketshare.com
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The unifying characteristic?
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The unifying characteristic?
TOUCH.
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One chance to make an impressionHow does a poorly designe
your perception of th6.30%Read anyway
Stro
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If you get a mobile email that doesnt look good, what do you do?
BlueHornetStudy:ConsumerViewsofEmailMarketing,2012and2013
80.30%
30.20%
13.50%
3.80%
Delete it
Unsubscribe
View on computer
Don't know
+68%
+15%
75%
negative
Slightly
Negative
51%
Stro
Neg24%
N
Preheader
Subject Line
From Name
The SubscriberExperience
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The mobile experience is different
than the desktop experience
Conversion
Page
Tap
Open
From
Name
Subject
LinePreheader Open Tap Page Co
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From
Name
Subject
Line
Preheader Open Tap Page Co
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From
Name
Subject
Line
Preheader Open Tap Page Co
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From
Name
Subject
Line
Preheader Open Tap Page Co
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Bigger is better
Body copy: 16px+
Headlines: 22px+
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Buttons: 44px by 44px Space: 10px+
Tappable touch targets
Less is more
Analyze each section of your
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email and messaging
Prioritize goals and actions
Look at historical performance
for clues on what to cut
Aim for 2 to 4 sentences at 16px
Responsive design/media queries
More than a line of code
Set of conditional statement that enables specific
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p
If the screen size is x, then display y If the screen size is x, then increase headline si
If screen size is x, then show image at 100%
Detects screen size, not device type
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First responsive email = highest traffic
Mobile traffic exceeded previous w
Thank you!
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Courtney Eckerle
Manager of Editorial
Content
MECLABS
Daniel Burstein
Director of Editorial
Content
MECLABS