What's pushing email design forward today?

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    11-Aug-2014
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    Design

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While email is often typecast as an antiquated tool by the press and social media pundits, the email marketing scene has never been more active. Big and small brands alike are banging on the doors of email experts to create designs that are optimized for mobile devices. Email-led startups are gaining mainstream popularity. So, what's pushing this rush to make email beautiful, not to mention everyone's channel of choice? In this session, we'll be covering: - Ubiquity rules: The state of email design today - Why brands have recognized the value in quality email design - How design-led companies have broken email's old rules - Responsive email: Why mobile-first is the new mantra

Transcript of What's pushing email design forward today?

  • Whats pushing email design forward? Ros Hodgekiss, Campaign Monitor
  • Weve come a long way, baby
  • Objective = Consistency
  • Objective = Optimization
  • Why have the old rules changed?
  • [pic of desktop pc]
  • [lots of people with different phones]
  • Tablet sales > Notebook sales
  • 65% Opens on mobile devices
  • 138%
  • Ubiquity, unpredictability
  • All about getting the best result in any email client
  • Applying the web, to email
  • Knowing which techniques can be safely used
  • Knowing your audience
  • EXAMPLE: PANIC INC
  • EXAMPLE: DIAMOND RESORTS
  • CSS3 animation
  • EXAMPLE: DIAMOND RESORTS
  • Web fonts
  • EXAMPLE: PANIC INC
  • Fixed-position CTA
  • EXAMPLE: DIAMOND RESORTS
  • Why use these techniques?
  • If they see an email that looks bad, they will really see it as a negative in terms of brand perception.
  • However...
  • Marketers are often overly focused on the aesthetic qualities... rather than their impact on the bottom line.
  • I paint my own reality.
  • The Year of Responsive
  • We have the technology
  • EXAMPLE: CAMPAIGN MONITOR
  • EXAMPLE: MMT DIGITAL
  • Responsive = Rethinking email
  • Responsive = Inclusive
  • Responsive = On the go
  • I expect to see experimentation with templates and messaging that really speaks to a customer on the move.
  • Responsive = Selling point
  • Responsive = Good practices
  • The average time allocated was only 51 seconds... participants fully read only 19% of newsletters.
  • Responsive = Short and sweet
  • Responsive = Opportunity
  • Mobile first = Results first
  • Results are measurable
  • EXAMPLE: CROCS +7.7% clicks +15.67% opens on iPhones
  • "Our unsubscribe numbers appear to be going down and trackable forwarding of the emails has gone up." EXAMPLE: THE FETCH
  • One in three
  • 71% 71%
  • Clients and brands are embracing the shift
  • 52% 52%
  • 89% 56%
  • Email is the new social
  • Stand up for your work!
  • Consistency is dead.
  • So, what next?
  • If youre going through hell, keep going.
  • Whats pushing email design forward? Ros Hodgekiss, Campaign Monitor ros@campaignmonitor.com Twitter: @yarrcat ! Slide genius by Canva.com