What's pushing email design forward today?
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Transcript of What's pushing email design forward today?
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What’s pushing
email design forward?
Ros Hodgekiss, Campaign Monitor
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We’ve come a long way, baby
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Objective = Consistency
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Objective = Optimization
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Why have the old rules changed?
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[pic of desktop pc]
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[lots of people with different phones]
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Tablet sales > Notebook sales
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65% Opens on mobile
devices
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138%
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Ubiquity, unpredictability
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All about getting the best result in any email client
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Applying the web, to email
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Knowing which techniques can be safely used
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Knowing your audience
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EXAMPLE: PANIC INC
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EXAMPLE: DIAMOND RESORTS
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CSS3 animation
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EXAMPLE: DIAMOND RESORTS
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Web fonts
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EXAMPLE: PANIC INC
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Fixed-position CTA
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EXAMPLE: DIAMOND RESORTS
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Why use these techniques?
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If they see an email that looks bad, they will really see it as a
negative in terms of brand perception.“ ”
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However...
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Marketers are often overly focused on the aesthetic qualities...
rather than their impact on the bottom line.“ ”
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I paint my own reality.“ ”
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The Year of Responsive
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We have the technology
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EXAMPLE: CAMPAIGN MONITOR
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EXAMPLE: MMT DIGITAL
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Responsive = Rethinking email
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Responsive = Inclusive
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Responsive = “On the go”
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I expect to see experimentation with templates and messaging
that really speaks to a customer on the move.“ ”
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Responsive = Selling point
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Responsive = Good practices
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The average time allocated was only 51 seconds... participants
fully read only 19% of newsletters.“ ”
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Responsive = Short and sweet
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Responsive = Opportunity
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Mobile first = Results first
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Results are measurable
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EXAMPLE: CROCS
• +7.7% clicks
• +15.67% opens on iPhones
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"Our unsubscribe numbers appear to be going down and trackable forwarding of the emails has gone up."
EXAMPLE: THE FETCH
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One in three
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71%71%
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Clients and brands are embracing the shift
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52%52%
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89%56%
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Email is the new social
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Stand up for your work!
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Consistency is dead.
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So, what next?
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If you’re going through hell,
keep going.“ ”
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What’s pushing
email design forward?
Ros Hodgekiss, Campaign Monitor
Twitter: @yarrcat
!Slide genius by Canva.com