Email Strategy, Design and User Experience: Keys to Success
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This document summarizes an email marketing strategy presentation. It discusses the importance of email marketing and some key metrics like open rates. It provides best practices for email design like using clear subject lines and calls to action. It also discusses testing different email designs and the rise of mobile email usage. Mobile considerations like touch targets and single column layouts are covered. The presentation emphasizes the need to optimize the email experience across different devices and clients.
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Email Strategy, Design and User Experience: Keys to Success
- 1. presents Email Strategy, Design and User Experience: Keys to Success Justine Jordan @meladorri
- 3. Agenda — Introductions — Email info! — Stats — Best practices — The mobile factor — Email reviews/group exercise
- 4. Who am I? Justine Jordan Marketing Director @meladorri @litmusapp
- 5. Who are you? Where do you work? What email challenges do you face?
- 6. Email 101 Why Email? — Effective — Inexpensive — Immediate — Measurable — (Relatively) easy
- 7. Email’s not dead… Marketers just like shiny objects
- 8. Email is big — 91% of consumers use email at least once daily — 66% of consumers have made a purchase as a result of an email that they’ve received — The average mobile internet user spends 42% of their time on email — 61% of smartphone users send/receive email daily — Email marketing spending will reach $2.5 BILLION by 2016 Sources: ExactTarget 2012 Channel Preference survey; Forrester US Interactive Marketing Forecast; Nielsen; Pew Research Center
- 9. It’s the preferred channel
- 11. $2 for every $1 spent Banner Ads Source: MediaPost.com
- 12. $17 for every $1 spent Keyword Ads Source: MediaPost.com
- 13. $40 for every $1 spent Email Marketing Source: MediaPost.com
- 14. Email gets more clicks…
- 16. You get the point.
- 17. Email 101 Email ≠ Spam — It’s all about permission — Not implied — Not purchased — Expires after a certain period of time CAN-SPAM — Physical Mailing Address — Unsubscribe Mechanism — Can’t require an account login — Process Unsub Request within 10 days
- 18. Email 101 Metrics — Open Rate — Click-Through Rate (CTR) — Conversion Rate — Web Analytics Goals — Brand Awareness — Customer Experience — Increase Revenue / Sales — Relationship Building
- 19. Email is not: A JPG A print ad A banner ad
- 20. Email is: A unique medium with unique considerations
- 21. The email experience ???? Page/Site Tap/Click Preview/Open Preheader Subject Line From Name
- 24. Sender Subject line First impressions matter
- 25. Sender Subject line • What is recognizable, trustworthy and relevant? First impressions matter
- 26. Sender Subject line • What is recognizable, trustworthy and relevant? • Does the subscriber have a relationship with a person, or the brand? First impressions matter
- 39. Preheader = tertiary inbox
- 40. Preheader = tertiary inbox
- 41. Preview pane & image blocking
- 42. Preview pane & image blocking
- 43. Preview pane & image blocking
- 44. Mobile is affected, too
- 45. Click opportunities — Linked imagery — Video — Buttons — Charts — Colored backgrounds — Preheader text — Forward & share
- 46. Keep it simple, stupid. — What’s the call to action? — Use buttons, context, active language
- 54. A POSITIVE EXPERIENCE? Where’s the download?
- 55. A POSITIVE EXPERIENCE? Where’s the download? Add to cart?
- 56. Designing for Performance Every email should have a purpose. — Why are you sending this email? ü Drive leads ü Increase brand awareness ü Is it relevant? — Who are you sending to, and what do you know about them? ü Internal vs. external; B2B vs. B2C; demographics — What do you want subscribers to do once they receive your email? ü Register for a webinar ü Read an article — How are you going to measure success? ü Open/click data ü Number of leads generated ü What do you want the subscriber to do? — Is email the best way to communicate your message?
- 57. Email hierarchy — Content hierarchy — Prioritize important information — Prune extraneous and irrelevant content — Visual hierarchy — Use color, weight, size and placement to provide emphasis — Bullets are your friends — Use a mix of rational and emotional appeals — Utilize background colors, bullets, numbers, borders effectively — Use strong and clear calls-to-actions — Buttons tend to perform better that text links)
- 58. Designing for Performance — Email is the ideal environment for fast, easy and cheap testing — What works for one campaign / company doesn’t necessarily work for another — Things to test — Time of day — Day of week — Subject Lines — Creative look and feel — Imagery — Pre-Header — Navigation — Content Layout
- 60. DESIGN “A”
- 61. DESIGN “B”
- 62. DESIGN “C”
- 63. DESIGN “A” DESIGN “B” DESIGN “C”
- 64. PIER 1 RESULTS MEASURES: CTR of Delivered Emails Unsubscribe Rate Sales Generated by Subscribers WINNER: Generated 86% More Clicks Than Other Competitors Generated 25% More Sales Than Nearest Competitor
- 65. DESIGN “A”
- 67. DESIGN “A”
- 68. DESIGN “B”
- 69. DESIGN “C”
- 70. DESIGN “C”
- 71. DESIGN “C”
- 72. DESIGN “A” DESIGN “B” DESIGN “C”
- 73. AAA OHIO RESULTS MEASURES: CTR of Delivered Emails Projected Renewal Revenue WINNER: Outperformed Control CTR by 26% Outperformed Projected Revenue of 2nd Place by 4%
- 75. Testing can be simple 2x clicks!
- 76. HTML coding/rendering — HTML for email is not HTML for the web — Code like it’s 1999! — Use HTML tables for layout — Specify widths for table elements — Images should be in their own table cell — Avoid CSS for positioning or layout — Proper syntax is key — Use ALT text
- 77. — No JavaScript — No Flash — No HTML5 or CSS3 — No External/Linked CSS — Use inline CSS instead of embedded (Gmail doesn’t support embedded CSS) — HTML forms (not supported everywhere) — Background Images (not supported in Outlook 07) — Web-based email clients behave differently based on the browser (IE vs Firefox) HTML coding/rendering
- 78. Rendering — TEST TEST TEST — Only comprehensive testing will ensure that your email appears the way you want it to in your subscriber’s inbox. — Subscribers view emails in many different environments: desktop email clients, web- based email clients, mobile devices.
- 80. 0% 18% 35% 53% 70% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Opens in Each Environment Webmail Desktop Mobile Mobile open rates are high
- 81. 0% 18% 35% 53% 70% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Opens in Each Environment Webmail Desktop Mobile 10% Mobile open rates are high
- 82. 0% 18% 35% 53% 70% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Opens in Each Environment Webmail Desktop Mobile 33% 10% Mobile open rates are high
- 83. 0% 18% 35% 53% 70% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Opens in Each Environment Webmail Desktop Mobile 44% 33% 10% Mobile open rates are high
- 84. The finger is the new mouse 44 x 44px minimum Taps, not clicks
- 85. Bigger is better… — Body copy < 13px will be resized — Recommended minimums — Body copy: 14px — Headlines: 22px — CSS fix: “-webkit-text-size-adjust: none;” Beware minimum font sizes; automatic resizing
- 86. No-go navigation
- 87. No-go navigation
- 88. No-go navigation
- 89. No-go navigation
- 90. No-go navigation
- 91. Text Buttons Create touch targets
- 92. Text Buttons Create touch targets
- 93. Text Buttons Create touch targets
- 94. Text Buttons Image “Buttons” Create touch targets
- 95. Text Buttons Image “Buttons” Create touch targets
- 96. Text Buttons Image “Buttons” Create touch targets
- 97. — Single column layout; simplified content — Content comes first — Reduce clutter — Navigation — Repeated links — Low priority content/imagery — Clear and direct copy/CTAs — Get skinny: 320-550px wide — Short, direct copy — Eliminate or hide low priority content — Clear and direct calls to action STREAMLINE
- 105. Questions?I (may) have answers
- 106. Email Review Time
- 107. Thanks! Justine Jordan Marketing Director @meladorri @litmusapp
- 108. Course Title Course Title INSTRUCTOR NAME