The hidden talents of email (Yes, email) - Justine Jordan at SaaSFest 2016

Well, hello there!

litmus.com/lp/saasfest16

@meladorri @litmusapp

http://litmus.com/lp/saasfest16

EMAIL’S

@meladorri \\ @litmusapp #saasfest16


SaaS

SaaS


SaaS


from:SaaS

SaaS

SaaS

SaaS

SaaS SaaS ???

EMAIL EDITION


You must follow the spam laws of the country you live in send to


You can’t use spam “triggers”

ALL CAPS Free

!!! Buy now

OK TO USE


Delivery problems are not your faultusually

(You can’t blame your mailing tool or Gmail)


Reach new prospects with list rentals

by earning their opt-in

(You can’t rent or buy permission)


cold outreach


“no thanks”


okay I’ll spam you instead

[closed/marketing or ‘nurture’]


“Humans want to connect with real people.

Aarron Walter

#ASCENDSUMMIT // @meladorri@meladorri \\ @litmusapp #saasfest16

Preferred.Measurable.

Direct.Personal.


Subject: Charge Your Karma Battery Soon.

From: Karma <[email protected]>


mailto:[email protected]


Hierarchy of Subscriber Needs

REMARKABLE

VALUABLE

FUNCTIONAL

RESPECTFUL

exceptional content + experiences

targeted, relevant, personalized

links and images work

permission + expectations

@chadswhite



REMARKABLE

VALUABLE

FUNCTIONAL

RESPECTFUL





GET OUT OF THE

MENTALITY

@BRENDAN @WISTIA

CREDIT DEBIT


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


SUBSCRIBER EXPERIENCE

FROM NAME SUBJECT LINE

PREVIEW TEXT

INBOX

OPEN TAP/CLICK

EMAIL BODY


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?



quora from names


[email protected]

[email protected]

Behind every from name…


opens

clicks, conversions

Subject line optimization


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?



‘view images’

actionable, trackable

Preview text optimization


Guide to preview text >> bit.ly/preview-text


An optimized inbox

~25 characters

~35 characters

~85 characters


Don’t be these guys


SUBSCRIBER EXPERIENCE

FROM NAME SUBJECT LINE

PREVIEW TEXT

INBOX

OPEN TAP/CLICK

EMAIL BODY


CONTEXT-AWARE EMAILWhat do we know about the user to create a better experience?


TECHNOLOGYWhat device is being used?


email from an ATM transaction!

ENVIRONMENTWhere and when is the user?


TASK

I want to log in. Where do I click?

What is the user trying to accomplish?


Apple Watch? No text version? No email.


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


70%+ open on mobile < 15% open on mobile

Know your audience


43%

51%

Emails look bad on mobile?

said they’ve marked a brand as spam

said they’ve unsubscribed



Modern devices have sharp screens


No images = no message?

Guide to styled ALT text >> bit.ly/styledALT


Images as buttons


To read the full article, click here.

Read the full article.

Stop saying ‘click here’


‣ 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



ENLARGE

ALL THE THINGS


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



REMARKABLE

VALUABLE

FUNCTIONAL

RESPECTFUL






cart abandonment

login

purchase

tool usage opt-in

video watched

email action

call activity

event attendance

downloads

contest entry


Welcome email: multiple versions


Trigger from action or inaction


Contextual follow-up: Prospect vs. Customer

@meladorri \\ @litmusapp #saasfest16 @meladorri \\ @litmusapp #saasfest16


City-specific targeting General email


Don’t set it and forget it


Follow the funnel

Audience: Annual customers w/ no login for 90 days

Open rate: 25.12% Click rate: 0.33% (TWO clicks)


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.


CSS Animation

Image Personalization


Interactivity

Gamification


THE HIDDENtalents

OF EMAIL


GOOD EMAILS MAKE PEOPLE

OPEN@meladorri \\ @litmusapp #saasfest16


GOOD EMAILS MAKE PEOPLE

CLICK@meladorri \\ @litmusapp #saasfest16


great EMAILS MAKE PEOPLE

THINK



FEEL



ACT



SHARE

DELIVER AWESOME EXPERIENCES

The hidden talents of email (Yes, email) - Justine Jordan at SaaSFest 2016

Marketing

Transcript of The hidden talents of email (Yes, email) - Justine Jordan at SaaSFest 2016