17. Your Customer
I Iexpect my
expect my
experience with your
experience with your
brand to be
brand to be
consistent
consistent
I Iunderstand this is aa
understand this is
business conversation and
business conversation and
will sometimes be
will sometimes be
promotional
promotional
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You should remember certain
You should remember certain
things about me
things about me
Help me understand
Help me understand
why this is valuable
why this is valuable
information for me
information for me
17
18. 62% use their phone everyday
Smartphones are used everywhere
Home
97%
On the go
83%
In a store
78%
Restaurant
71%
Work
71%
At a social gathering
60%
Doctor’s office
56%
Café or coffee shop
50%
Airport
49%
Public Transport
36%
School
30%
(Source: Google Mobile Planet Report)
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18
19. And we’re doing lots of things at
once
Source: Google, Our Mobile Planet: United States
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19
20. “… a wealth of information creates a
poverty of attention and a need to
allocate that attention efficiently
among the overabundance of
information sources that might
consume it.”
– Herb Simon
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20
26. Mobile email solutions
Scalable layout
– Layout is static
– Single layout for all screens
– Device can scale to fit screen
– Content is mobile-friendly
– Text is large and legible
– Buttons are touchscreen friendly
– Content is organized and concise
– Media queries aren’t used
Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13)
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26
27. Mobile email solutions
Fluid layout
– Layout is fluid
– Single layout that fills any screen
– Width is flexible so content can wrap
– Content is flexible
–
–
–
–
Text is large enough to read
Buttons are touchscreen friendly
Text areas can expand and contract
Images often remain static
– Media queries aren’t used
Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13)
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28. Mobile email solutions
Responsive layout
– Layout adapts to screen size
– Multiple layouts can be presented
– Can be used with fluid layouts
– Can be used with static layouts and
breakpoints (also called “Adaptive”)
– Content is mobile-optimized
– Elements can change style,
size, and position
– Presentation adapts to
best suit screen size
– Media queries are used
– Establish breakpoints for layout changes
– Establish conditions for presentation changes
Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13)
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29. Mobile email solutions
Device-specific layout
– Layout is specific to screen size
– Single version for a single purpose
– Separate versions for different audiences
– Content is created for specific context
– Optimized for individual segments
– Often promotes timely, local, or
device message
– Media queries aren’t used
– Device is detected
– Content sent at time of open
Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13)
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30. When responsive design?
When your audience tells you to use it.*
* Make sure your audience is receptive
before investing time and resources.
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30
31. Let’s start with your device.
@Media Supported
@Media Not Supported
Kindle
Gmail/Yahoo App on All Platforms
iPhone
Android Outlook Exchange
iPad
Android 2.1 and lower
iPod Touch
BlackBerry OS 5
Palm Web OS 4.5
Windows Mobile 6.1
Windows Phone 7.5
Windows Phone 7
Windows Phone 8
Android 2.2 and up
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32. When responsive design?
If your audience is using:
– Android
– iPhone
– Relatively new Blackberry devices
(not a large crowd)
Responsive emails might be for you.
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32
33. When responsive design?
If your audience mainly uses:
– Desktop clients (Outlook/Gmail/Yahoo!)
– Older Blackberry operating systems
– Windows phones
Responsive emails probably
aren’t right for you.
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34. Responsive Design Recap
Advantages
Disadvantages
More cost effective.
Higher initial investment.
Mobile optimized, resulting in better
user experience.
Technology is not fully supported on
every platform.
Design will be relevant longer.
Technology constantly changing.
34
35. Invest in copywriting
• You only have 20 words to make an impact.
• Make.
• Them.
• Count.
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35
45. 4 components of a great brief
The Briefing Document
The Briefing Document
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45
46. Objective
Which of these is more clear?
•Drive conversions?
•We need to upsell to people who have
purchased airlines.
•Currently 5% of our customers who
purchase flights also purchase hotels. We’d
like to see 10% by the end of this campaign.
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46
50. Tips for evaluating creative
Use the 7 principles of user experience
•Hierarchy
•Utility
•Usability
•Aesthetics
•Identification
•Stimulation
•Value
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50
51. 7 principles of user experience
Hierarchy
•Is the first element I see the most important
part of the message?
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51
52. 7 principles of user experience
Utility
•Is this the right channel or delivery method
for this message?
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52
53. 7 principles of user experience
Usability
•Does this email function like I would
expect?
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53
54. 7 principles of user experience
Aesthetics
•Does this represent our brand?
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54
55. 7 principles of user experience
Identification
•Can I identify myself with the product or
message?
Does it fit into my daily activities?
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55
56. 7 principles of user experience
Stimulation
•Does the message give me inspiration?
Or wow experiences?
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56
57. 7 principles of user experience
Value
•What’s in it for me?
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57
68. Giving Feedback: Copy & Design
• Assume every word, punctuation mark, color, font and
pixel are there for a reason before giving direction
• Let the team explain creative decisions
• The writer and designer are counting on you to make
sure the work meets business objectives
• Try to differentiate client direction from your personal
preferences (Both are valid! But in different ways)
• Ask questions and make suggestions, so the writer
and designer have a choice and trust your team
• Be specific about what isn’t working
• If there are more than a couple notes, TALK
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68
69. Giving Feedback: Copy
•
•
•
•
It looks easy, but it’s not
Give direction rather than rewriting
Ask questions about word choice
Keep the editing within the copy discipline
– When typos happen,
it’s a reflection on the writer
• Include examples so the writer can easily
understand what you’re looking for
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70. Giving Feedback: Design
• At first glance, what are you immediately drawn
to?
– In two seconds can you tell what this email is about?
– Do you look at the primary message first?
– Is a secondary message bolder and
carrying more visual weight?
• Be specific about what isn’t working
• Keep the end user in mind
– How will a subscriber interact with this message?
• Decide whether your responses are personal
preference or business objectives
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71. Do’s and Don’ts
DON’Ts
• Say “I don’t like that”
• Stand over someone while they make changes,
unless you are invited
DO’s
• Keep the objective in mind – is this meeting the
objective?
• Think about your word choice when giving
feedback
• Be specific about what you’re looking for
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71
{"50":"This is where art can be measured – Art & science\n","45":"Objectives should include a measurable metric\nThis clearly outlines expectations for the projects\nObjectively enables you to determine if the project was successful\nGives the team a common goal to work toward and guide their decisions.\nSum up the overarching marketing strategy\nHow does this project fit into the way we’re talking to our customers in other programs?\nAre there materials that have already been created that we should reference?\nDo we have previous performance metrics we can refer to?\nDirection\nTrue direction requires trust\nIt’s important to identify what problem this project will solve and let your creative team come up with the solution\nYou can contribute Why and What, but you have to let your team decide how\nIf you can explain why your subscriber should care, your creative team can tell that story visually\n","34":"bottom right matters, but not that much to me. Others may disagree.\nDo the best you can for the situation right now. \n","30":"People in the room … if you were my audience … let’s figure out if it would be worthwhile for me to send you responsive emails. \nGet your phones out. Turn them on.\nWho has a smartphone?\nAny feature phones?\n","19":"Digital native - instantly connected\nWe crave these connections, paperboy delivering info every 10 seconds\n","3":"Delight, relevance, value\n","31":"If you were my audience … let’s figure out if it would be worthwhile to send you responsive emails. \n- Androids … raise your hand … iphone raise your hand.\nNative app versus standalone …\nShould we go responsive? Very likely.\n","20":"400 billion bits of info, only aware of 200,000\n","4":"What you don’t see here is color, type, etc… it’s bigger than that, it’s an experience\n"}