ExactTarget Connections 2010 - Top 10 Design Lessons of 2010
1.
2. Fast, furious, and inspirational design lessons to
improve your own interactive marketing efforts.
The Panelists:
• Marci Hower, VP of Interactive Services, Metrics Marketing Group
• Ira Dolin, VP of Digital Strategy and Email Services, Aspen Marketing
• Kris Knowles, Interactive Designer, Digital Evolution Group
• Gil Rodriguez, Interactive Director, Off Madison Ave
• Andrea Smith, Design Consultant, ExactTarget
3. Design Lessons
• Content is King • Links, Buttons & Calls-to-Action
• Consistency through • FTAF, Social Media
Media Channels & Social Sharing
• Testing & Quality Assurance • A/B Testing & Strategic Design
• Design for Images Off • The Mobile Inbox
• Drive Relevance through • Creative “Play” & Inspiration
Headers and Navigation
4.
5. In a newsletter
study, subscribers
spent only
20 seconds on
average selecting
which newsletter
to read.
From name
and subject line
are crucial.
9. Approach marketing through a customer’s eyes. From the shop floor to the
channels presented, the message needs to be consistent.
10.
11.
12. Bad QA/QC = Bad Emails
Good QA/QC = Good Emails
Fact #1:
Email clients support different CSS and
HTML coding.
Fact #2:
Internet browsers and email clients can
affect how an email renders.
Fact #3:
Support seemingly changes without notice.
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17. Simple vs.
Complex Patterns
Using images with simple vs.
complex patterns enables the
design to remain true when
images are disabled.
Source:
Tourism Ireland Meeting Planner Email
18. Simple vs.
Complex Patterns
Using images with simple vs.
complex patterns enables the
design to remain true when
images are disabled.
Source:
Tourism Ireland Meeting Planner Email
19. Formatted Alt Tags
An alt tag is an HTML tag that provides
alternative text/color when non-textual
elements (typically images) cannot be
displayed.
Design integrity
“Triage” ready
20. Formatted Alt Tags
An alt tag is an HTML tag that provides
alternative text/color when non-textual
elements (typically images) cannot be
displayed.
Design integrity
“Triage” ready
21.
22. 27.6% of the overall unique clicks were in the navigation
Standard
37.7% of the overall unique clicks were in the navigation
Holiday
Campaign
27. The number of unique clicks on “Shop Clearance” nearly tripled the number
of “Shop Now” clicks.
28.
29. “Tell your friends” took a
more personal approach
to the standard FTAF.
Revenue increased
by 1255% in July and
forwarding increased
by 64% in August.
30. Using highly visible social media
icons in one email campaign
created 36 new social followers.
41. Design Makeover using a non-traditional format:
Outperformed the control design’s click-through rate by 26%
AND outperformed projected revenue.
42.
43. Recap: Content is King
Notes
• Take content seriously. Use design techniques to engage the subscriber through
a mix of emotive and rational imagery and content.
• Create easy-to-read and scan-able emails so you don’t overwhelm your audience.
• Utilize testing to find what works. Think about from name, subject line composition,
navigation appropriate to email and content, video and image content, using strategy
around footer design and links, good content hierarchy, length of email, and text versus
image ratios that might change based upon your brand or audience.
Resources
• On-site Email Usability Lab: http://connections10.metricsmarketing.com
• New metric to watch: Clicks / Open Ratio will show insight into how effective
your call-to-action is.
44. Recap: Consistency through Media Channels
Notes
• Email can set the stage for your landing page experience.
• There is a need for brand consistency in both online and offline channels,
so make sure that even if executing one channel's campaign, the others
are considered.
• A seamless brand experience creates trust to engage and transact.
Resources
• ExactTarget Landing Pages give you the tools you need to clearly articulate your
online message without relying on your IT department.
• New metric to watch: Landing Page Conversion / Landing Page Impressions will
show insight into how oriented and effective your multi-channel experience is.
45. Recap: Testing & Quality Assurance
Notes
• Code still matters! Only comprehensive testing will validate successful rendering of
design and ensure functional performance prior to sending to the subscriber inbox.
• Since there are no email standards, it is key to be proactive about rendering changes in
each major email client.
• Recent changes with Gmail, Yahoo!, Hotmail, and Outlook 2007/2010.
Resources
• Design Team Blog: http://blog.exacttarget.com/blog/interactive-marketing-design-tips
• Create a personal test list to check for proper rendering firsthand in major email clients
like Outlook, Hotmail, Yahoo!, AOL and Gmail.
• Litmus Email Previews: http://litmusapp.com
46. Recap: Design for Images Off
Notes
• Are you making a good first impression in the inbox?
• Can your message be read in the absence of imagery?
• The use of background images, background colors, and formatted alt tags can help you
communicate more effectively in an images off environment.
Resources
• “Three Second Test”: Have a coworker glance at the email. Is the call-to-action
immediately apparent?
• New Metric to Watch: “Click / Opens with images” on vs. “Clicks / Opens with
images off” will show insight into how effectively your campaign performs.
47. Recap: Drive Relevance through Headers + Navigation
Notes
• Create effective headers, navigation, links, recovery modules and footers
to provide relevant content to subscribers.
• Email navigation doesn’t have to replicate website navigation – each campaign
may be unique in conjunction with content.
• Use testing to determine what elements perform best and which versions
are most effective.
Resources
• Tip: Update your preheader to include clear language to encourage subscribers to
“View this email with images” or “View in a browser”. Consider adding a short preview
message of less than 10 words.
48. Recap: Links, Buttons & Calls-to-Action
Notes
• Increase engagement through optimized calls-to-action.
• Focus on design treatment, verbiage, placement, hierarchy and color.
• Consider HTML links vs. graphic buttons.
• Don’t guess which application works best – test it!
Resources
• Free Button Libraries: ExactTarget 3sixty / University / Design Center
• New metric to watch: “Link Clicks Per Email Quadrant” will provide insight into which
quadrants are most engaging for subscribers.
49. Recap: FTAF, Social Media & Social Sharing
Notes
• FTAF vs. Social Media vs. Social Sharing
• Social media is a hot topic that's likely here to stay in one form or another, but it’s
important to consider if and which approach makes the most sense for your business.
• FTAF is still alive and working - consider testing, placement, and adding icons for
recognition and usability.
Resources
• Add a link to “Tweet This” link containing a 115 character message. Subscribers will
need the other 25 extra characters to “retweet” and add their own flavor.
• New metric to watch: Email Content ReTweets will provide insight into how viral new
content is on social networks.
50. Recap: A/B Testing & Strategic Design
Notes
• Evaluate what business goals to achieve through redesign and determine what
success looks like.
• Test what types of content works for your audience using multi-variant testing.
• Look at the data and let tangible results drive your design decisions.
Resources
• Testing: Create two emails in your account, one for each test version. Split your list
and send version A to half the audience and version B to the other.
• ExactTarget Services Engagement: Contact your RM for details on allowing us to
help you tackle a strategic redesign.
51. Recap: The Mobile Inbox
Notes
• Smartphone users are viewing email on their mobile device with increasing frequency.
• Do you have a mobile audience? Determine if mobile versions are appropriate by
testing and using industry tools to analyze your audience.
• Create either a mobile-friendly campaign or link to a customized mobile version
of the email campaign.
• Test! Let the data shape your future mobile decisions.
Resources
• Litmus Email Analytics and Email Previews: http://litmusapp.com
• Coming Soon, New ExactTarget Services Engagement: Email Client Analysis
52. Recap: Creative “Play” & Inspiration
Notes
• Refresh your emails periodically and redefine your strategy.
• Foster creativity by looking for design inspiration in other mediums, industries,
and competitors. Consider sources outside your normal stomping grounds.
• Emails have quick life cycles, so trends can be considered and even welcomed.
• Get outside. Read a magazine. Sketch and brainstorm. Collaborate.
• Experiment and explore non-traditional formats when it's appropriate.
Resources
• Magazines, books, blogs, websites, conferences, nature…the sky is the limit!
• Keep a sketchbook handy for when a great idea strikes.
• Design Toolkit: http://email.exacttarget.com/Templates/WhitepapersDetails.aspx?id=4568
