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What’s pushing
email design forward?
Ros Hodgekiss, Campaign Monitor
We’ve 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 you’re going through hell,
keep going.“ ”
What’s pushing
email design forward?
Ros Hodgekiss, Campaign Monitor
Twitter: @yarrcat
!Slide genius by Canva.com
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