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Haydn SweterlitschVP, Executive Creative DirectorHacker Group, Seattle
FIVE LIES AGENCIES TELL ABOUT EMAIL
Tuesday, October 29, 13
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Haydn SweterlitschVP, Executive Creative DirectorHacker Group, Seattle
LIES, DAMNED LIES + EMAIL DESIGN
Tuesday, October 29, 13
behold, the majestic email
61% of people read at least some email on a mobile device
like a cockroach, email+is 354 million years old
Tuesday, October 29, 13
behold, the majestic email
30% of people read email exclusively on a mobile device
like a cockroach, email+is 354 million years old+is sometimes seen as a pest
Tuesday, October 29, 13
behold, the majestic email
like a cockroach, email+is 354 million years old+is sometimes seen as a pest+is adaptable, mobile, everywhere
wireless market penetration in the US surpassed 104% in 2012
Tuesday, October 29, 13
behold, the majestic email
More users (~78%) read email on smartphones than make calls
like a cockroach, email+is 354 million years old+is sometimes seen as a pest+is adaptable, mobile, everywhere+will survive nuclear war
Tuesday, October 29, 13
email is the goat
Email is the most popular smartphone activity (~78% of users)
Tuesday, October 29, 13
email is the goat
internet time on mobile devices outpaced PC in may, 2013481 billion minutes vs. 477 billion
+email is a machine
Tuesday, October 29, 13
email is the goat
The only mobile purchase influencer greater than emails is friends/family
+email is a machine+design yours exquisitelyin structurein stylein formin function
Tuesday, October 29, 13
+culture of zero
forces aligned against the email
As of 2013, there are 3.6 billion email accounts
Tuesday, October 29, 13
+culture of zero+swipe/delete UIs
forces aligned against the email
By 2016, there will be 4.3 billion email accounts
Tuesday, October 29, 13
+culture of zero+swipe/delete UIs+tabs
forces aligned against the email
82% of users open emails they receive from brands/companies
Tuesday, October 29, 13
+culture of zero+swipe/delete UIs+tabs+canned meat
forces aligned against the email
This year, about 84% of all email traffic will be spam
Tuesday, October 29, 13
+culture of zero+swipe/delete UIs+tabs+canned meat+OS, client anarchy
forces aligned against the email
~66% of mobile traffic is on iOS
Tuesday, October 29, 13
design starts in the inbox
33% of email recipients open email based on subject line alone
+clear subject lines are compelling ones
Tuesday, October 29, 13
design starts in the inbox
64% of people say they open an email because of the subject line
+clear subject lines are compelling ones+agencies sometimes ignore preheader +users never ignore preheader
Tuesday, October 29, 13
design starts in the inbox
+clear subject lines are compelling ones+agencies sometimes ignore preheader +users never ignore preheader+the thunder+lightning of the inbox
Subject lines with fewer than 10 characters get an open rate of 58%
Tuesday, October 29, 13
symbols: what the $@!#?
Subject lines with unicode have a higher open rate in 56% of brands surveyed
+if a symbol is in a subject line and users don’t see it, does it really exist?
Tuesday, October 29, 13
symbols: what the $@!#?
the sun symbol increases open rates 14.9%
+if a symbol is in a subject line and users don’t see it, does it really exist?+no best practices
Tuesday, October 29, 13
symbols: what the $@!#?
Airplanes (✈) show a 10.7% lift in open rate, umbrellas (☂) generate 50% lift
+if a symbol is in a subject line and users don’t see it, does it really exist?+no best practices +no patterns
Tuesday, October 29, 13
symbols: what the $@!#?
Unicode: 60% of the time, it works every time
+if a symbol is in a subject line and users don’t see it, does it really exist?+no best practices +no patterns+go for it
Tuesday, October 29, 13
+adaptive+responsive+fluid
get responsive or gtfo
24% of brands don’t optimize email creative for mobile in any way
Tuesday, October 29, 13
+adaptive+responsive+fluid
get responsive or gtfo
39% of marketers have no strategy for mobile email
image: @stammy Paul Stamatiou, 2013
Tuesday, October 29, 13
+adaptive+responsive+fluid+optimize or die
get responsive or gtfo
87% of online retailers optimize mobile email (or plan to) in 2013
Tuesday, October 29, 13
+adaptive+responsive+fluid+optimize or die+always see #rwd+why not #red
get responsive or gtfo
45% of 2012 holiday season emails were opened on a mobile device
Tuesday, October 29, 13
get responsive or gtfo
97 unique screen resolutions in 2010. 232 in 2013
12 million monthly touch email program+average 25% open rate+50%-60% opened on mobile devices+3% click-through rate
+click-through up ~400% since introducing adaptive design
Tuesday, October 29, 13
flat is so hot right now
Tuesday, October 29, 13
flat is so hot right now
+flat UI feels better to the touch/mobile (or is that just me?)
71% of mobile purchase decisions are “most influenced” by brand emails
Tuesday, October 29, 13
flat is so hot right now
+flat UI feels better to the touch/mobile (or is that just me?)+lends itself to responsive design (or is it just timing?)
17% of Americans create a new email address every 6 months
Tuesday, October 29, 13
flat is so hot right now
+flat UI feels better to the touch/mobile (or is that just me?)+lends itself to responsive design (or is it just timing?)+lack of depth forces true hierarchy
Subscribers below age 25 prefer SMS to email
Tuesday, October 29, 13
flat is so hot right now
+flat UI feels better to the touch/mobile (or is that just me?)+lends itself to responsive design (or is it just timing?)+lack of depth forces true hierarchy+simple ≠ basic
Monday delivery drives the highest revenue per email
Tuesday, October 29, 13
form + functionality follow function
43% of mobile email users check email four or more times per day
+progressive disclosure
Tuesday, October 29, 13
form + functionality follow function
72% of B2B buyers are most likely to share useful content via email
+progressive disclosure +persistent buttons
Tuesday, October 29, 13
form + functionality follow function
social sharing buttons increase email click-through rates 158%
+progressive disclosure +persistent buttons+horizontal scrolling
Tuesday, October 29, 13
form + functionality follow function
44% of users made at least one purchase last year based on a brand email
+enewsletter: 10 million touches/month
Tuesday, October 29, 13
form + functionality follow function
Personalized subject lines are 22.2% more likely to be opened
+enewsletter: 10 million touches/month
+28% open rate+62% opens on mobile (48% on iOS)+1.5% click-through+5.48% click to open rate
Tuesday, October 29, 13
form + functionality follow function
Tuesday, October 29, 13
five lies agencies tell (and believe)
+emails don’t drive ____, they drive _____.+the most effective emails are _______.+the single most important factor in email design is _______.+_______ has largely replaced emails in importance.+we have emails figured out.
Tuesday, October 29, 13
thanks for your time
+haydn sweterlitsch+executive creative director, hacker group, seattle+hackergroup.com+@haydn_s
Tuesday, October 29, 13
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