The Top 5 Opportunities for Improving Your Email Creative
Transcript of The Top 5 Opportunities for Improving Your Email Creative
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Top 5 Opportunities
for Improving Your
Email CreativeInsights from Litmus’ 2017 State of Email Creative Report
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Email creative is unlike web or print design. It
has its own unique constraints and
opportunities that marketers must master to
make the most of the channel.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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Based on our survey of more than 3,500
marketers, our 2017 State of Email Creative
report identifies the top 5 opportunities to
improve your email creative strategy:
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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1.Responsive design
2.Animation
3.Styled ALT text
4.Dynamic content
5.A/B testing
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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Over the next 45 minutes, we’ll share
research into the usage of each of these,
plus how-to advice so you can put these
tools and tactics to use for your brand.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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Chad S. White
Research Director at Litmus
Author of Email Marketing Rules
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Kevin Mandeville
Product Manager
Litmus
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The Litmus Email Creative Platform works
alongside your existing ESP to help you
ensure a consistently great brand experience
for every subscriber, work more efficiently,
accelerate campaign performance, reduce
errors, and stay out of the spam folder.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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Litmus offers:
● Email Previews in a wide range of clients
● Builder, our email HTML editor
● Spam Testing in 20+ filters
● Checklist for quality assurance
● Email Analytics for new insights
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Responsive
Design
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is responsive
design and what are the
current trends around it?
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Most emails are opened on mobile devices—
and have been for several years now. Your
brand’s mobile email readership levels can
differ, but our industry reached a critical
mass years ago.
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A strong majority of brands use responsive
design for their emails, although adoption is
lower for automated and transactional emails
than for broadcast and segmented emails.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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Most brands are using responsive design to
create minor changes between the desktop
and mobile versions of their emails.
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
responsive design?
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Fluid-to-fixed layout structure
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<div style="width: 100%; max-width: 600px;">
<!-- Insert content here -->
</div>
Fluid div by default with max-width constraint
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<!--[if (gte mso 9)|(IE)]>
<table cellspacing=“0” cellpadding=“0” border=“0” width=“600” align=“center”>
<tr>
<td>
<![endif]-->
<div style="width: 100%; max-width: 600px;">...</div>
<!--[if (gte mso 9)|(IE)]>
</td></tr></table>
<![endif]-->
Wrap in Outlook conditional table
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Fluid-to-fixed layout structure
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@media screen and (max-width: 600px) {
.foo {
/* Properties */
}
}
Media query
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FREE Templates: litmus.com/community/templates
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[Tutorial] Creating A Responsive Email Without Media Queries
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Visual editors for responsive email
StampReady BEE
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Frameworks for responsive email
ZURB’s Foundation for EmailsMJML
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Animation
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is animation
and what are the current
trends around it?
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Motion is powerful because it draws the eye.
It’s attention-grabbing. Support for video in
email is decent for most senders, but support
for CSS animation is stronger and support for
animated GIFs is nearly universal.
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Successful email programs are 52% more
likely than less successful programs to use
animation at least sometimes in their email
designs (53% vs. 35%).
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Animated GIF usage is much stronger
among B2C brands. Our 2017 State of Email
Creative research shows 38% of B2B brands
never use animated GIFs in their emails,
compared to only 22% of B2C brands.
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
animation?
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<img src="image.gif" width="500" height="200"/>
GIF implementation
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Sprout Social
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Netflixhttps://litmus.com/scope/706dzzyz5tve
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Uberhttps://litmus.com/builder/47c769f
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Animated GIFs
are not supported
in Outlook 2007-
2016 for
WindowsFirst frame should include play button and CTA
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A Guide to Animated GIFs in Email
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Photoshop's Timeline Rocks
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@keyframes animation-name {
0% {
opacity: 0;
}
100% {
opacity: 1;
}
}
CSS animation implementation
@keyframes animation-name {
from {
opacity: 0;
}
to {
opacity: 1;
}
}
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.class {
animation-name: animation-name; /* @keyframes name */
animation-duration: 4s; /* Total duration of animation */
animation-delay: 1s; /* Delay before animation begins */
animation-iteration-count: infinite; /* How many times animation runs */
animation-timing-function: linear; /* Set animation speed */
animation-direction: alternate; /* Set loop direction */
}
CSS animation implementation
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.class {
animation: animation-name 4s 1s infinite linear alternate; /*Shorthand*/
}
CSS animation implementation
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Burberryhttps://litmus.com/builder/2d1329e
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Narcoshttps://litmus.com/builder/5f40c05
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Styled
ALT Text
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How popular is styled ALT
text and what are the
current trends around it?
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Defensive design techniques help your
emails convey their message when images
are blocked. Those techniques include using:
1.HTML or system text
2.Background colors on table cells
3.ALT text
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While ALT text is very common, most brands
don’t style theirs often. This involves using
CSS styles to change your ALT text’s…
● Font
● Color
● Size
● Style
● Weight
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Successful email programs are 50% more
likely than less successful programs to
always or often use styled ALT text (26.6%
vs. 17.7%).
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
styled ALT text?
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<img src="image.png" width="500" height="462" style="width: 100%; height:
auto; display: block; color: #ffffff; font-size: 36px; font-family: sans-serif;
background: #333333;" alt="This is alt text"/>
Styled ALT text implementation
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
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The Ultimate Guide to Styled ALT Text in Email
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The Ultimate Guide to Image Blocking in Email
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Pushing the Boundaries of Creative ALT Text in Email
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Dynamic
Content
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How popular is dynamic
content and what are the
current trends around it?
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Dynamic content allows marketers to
personalize their emails, which makes them
more relevance for subscribers and
increases performance for brands.
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Successful email programs are 68% more
likely than less successful programs to use
dynamic content always or often in their
emails (50% vs. 30%).
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Dynamic content has a bright future. It will
benefit tremendously from other major
marketing and business trends, such as Big
Data, AI, machine learning, omnichannel
integration, and customer-centricity.
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#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
dynamic content?
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What can be dynamic in email?
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Spotify 2016 Wrapped
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JibJab
Halloween
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Advent Calendar
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Litmus Twitter Feed
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Dynamic content services
Movable Ink LiveClicker
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A/B Testing
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How popular is A/B testing
and what are the current
trends around it?
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Analytics allow marketers to listen to their
subscribers and collect feedback. A/B testing
allows marketers to listen to their subscribers
in a much more targeted way and iterate on
feedback much more quickly.
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Brands are much more likely to A/B test their
broadcast and segmented promotional
emails than they are their automated and
transactional emails. However, successful
email programs are more likely to test their
automated and transactional emails.
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39% of email programs generate 25% or
more of their email marketing revenue from
automated and transactional emails; 13%
generate 50% or more. That trend makes
A/B testing these emails even more critical.
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Most email A/B testing is focused on high-
yield elements like subject lines and calls-
to-action. However, there are many
opportunities further down the value chain.
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How can marketers best
act on the trends around
A/B testing?
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When doing email A/B testing:
1. Focus your email A/B testing efforts on
campaign elements that are most likely to
move the needle on performance, such as
subject lines, calls-to-action, hero images,
and heads.
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2. Understand whether your testing will get
you closer to a local or global maximum.
Janie Clarke of Indeed recommends A/B
testing small, medium, and large changes to
find both your local and global maximums.
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3. Have a clear hypothesis.
4. Choose a testing victory metric that is
aligned with your campaign goal.
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5. Use test segments of active subscribers.
6. Test similar groups of subscribers.
7. Ensure your testing groups are big enough
to produce statistically significant results.
Consider abtestguide.com/calc/
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8. Use holdout groups when appropriate.
9. Create test plan and record test results.
10. Confirm results of tests.
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11. Share the results of your email A/B tests
with other channel owners at your company.
Jonathan Pay of Holistic Email Marketing
recommends sharing email A/B testing insights
with your web, social media, and ad teams.
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Top 5 Opportunities for Improving Your
Email Creative
1.Responsive design
2.Animation
3.Styled ALT text
4.Dynamic content
5.A/B testing
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Download the 2017 State of
Email Creative report at:
pages.litmus.com/lp/state-of-
email-creative-2017
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Thank You!
Any Questions?You can find all of our
State of Email Survey Research at
litmus.com/stateofemail