Kissmetrics Webinar Series
MAKING EMAIL CAMPAIGNS IN A SOCIAL WORLD
The webinar starts at 10am Pacific Time
Slides and Recording will be sent out within 24 hours of the webinar
Q&A after the presentation, but feel free to enter questions as they come up
10min Demo of Kissmetrics Analytics after the Q&A

Making email campaigns
in a social world
ELLIOT ROSS, TAXI FOR EMAIL

@Kissmetrics
#Kisswebinar
@taxiforemail

Elliot is passionate about pushing email design to provide
the best experience possible for audiences.
He co-founded Taxi for Email, a platform that helps
marketers make awesome email campaigns. He
specializes in creative strategy, design and development
that works in the inbox.
ELLIOT ROSS
CEO, Taxi for Email
@iamelliot
Jonathan Cabin is a Growth Analyst at Kissmetrics
focused on initiatives that create sustainable growth. His
background spans sales, project management and
marketing. In his free time you can find him surfing,
golfing and asking his boss for time off to travel.
JONATHAN CABIN
Growth Analyst, Kissmetrics
@kissmetrics

@taxiforemail
#Kisswebinar
@iamelliot

Email is dead changing
• TaxiCreating great email that works in 2018
HERE’S WHAT WE’RE TALKING ABOUT
#Kisswebinar
Making email as easy as social
1
2
3
Making email campaigns in a social world

Email is dead!
Because of the millennials!

People
(Journalists, mostly)
Email is dead!
“

What they actually mean
(still journalists)
*Some* of the things we previously used Email for,
can now be better done with things like Slack (for
some work conversations) and social media (for
some personal chat conversations) is dead! but
actually email is still the preferred channel for
activities like engaging with brands and cross
company work. Even for Millennials.
“

Wes Gay
Forbes
New Study Finds
Millennials Are Actually
Obsessed With Email
“

Millennials overtake Baby
Boomers as America’s
largest generation
“
A note on “Millennials” tho
There are 83.5 million of them*,
so don’t treat them all the same 😡
*In the USA

Email is dead changing

2007: Email was direct mail on a screen
Image: Unsplash

All the design cues came from Print
• Letter format
• Lots of text
• Batch & Blast
• Everyone opened email on one of these:
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2007

#Kisswebinar
2007
Everyone opened email at their desk.

2017: 54%
Opening on
Mobile(Litmus State of Email 2017)
Image: Unsplash

#Kisswebinar
2017
• Stronger tools:
Segmentation, Behaviour modelling,
Personalisation
• Better strategy
• Better HTML capability
• People open email everywhere
Litmus State of Email 2017

People open email everywhere.

People open email everywhere.

The audience has
less attention.
Image: Unsplash

Creating great email that works in 2018

• Get your message across in 2 seconds
• Use typography principles
• Use engaging images (without only using images)
• Use Bullet points, subheadings, short sentences
• Use social techniques, not direct mail
1. Create content for
short attention spans

• Add extra content for people who
have more time
• Consider the content hierarchy
2. Whilst also
considering longer
attention spans

• Tweets are 140 280
characters
• Instagram is a square
photo + a sentence
• Snapchat is 8 seconds
#Kisswebinar
3. Take cues
from social

• Don’t worry about putting everything
above the fold
• Instead, get their interest. They’ll scroll.
4. Embrace the
scroll

• Touch screen, make it easy to click/tap
• Don’t build everything as images
• Short, punchy subject lines
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5. Design for
mobile

• Build up trust from users
• Don’t break it
• Especially on Black Friday 👀
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6. Unsubscribe
= Unfollow

Making email like it’s 2018
AKA making email as easy as social

#Kisswebinar
taxiforemail.com/kissmetrics
We built a platform that helps
you make great email for 2018.
(and beyond)

#Kisswebinar
Take a trial or book a demo at taxiforemail.com/kissmetrics

JONATHAN CABIN
Growth Analyst, Kissmetrics
@Kissmetrics
jcabin@kissmetrics.com
Questions?
ELLIOT ROSS
CEO, Taxi for Email
@iamelliot
hello@taxiforemail.com