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Designed for Success: 
Optimizing the Email Experience
JUSTINE JORDAN 
@meladorri @litmusapp
DISCLAIMERS 
#SearchLove @meladorri
‘Best practices’ are like 
training wheels. 
#SearchLove @meladorri 
Test. 
-@mparkerbyrd
#SearchLove @meladorri 
@mparkerbyrd 
@lozzytweets 
@RodriguezCommaJ 
@KevinGotBounce
#SearchLove @meladorri
#SearchLove @meladorri
#SearchLove @meladorri
……… 
#SearchLove @meladorri
email? 
#SearchLove @meladorri
EMAIL IS NOT 
JPG 
PPC SEO CPC 
ONE-PAGE WEBSITE 
#SearchLove @meladorri
EMAIL IS NOT 
#SearchLove @meladorri
#SearchLove @meladorri
EMAIL IS 
<make it rain> 
<emotional/happy> 
#SearchLove @meladorri 
YES,
EMAIL IS 
#SearchLove @meladorri 
BUT ALSO,
TRUST BANK
CREDIT DEBIT 
@BRENDAN
DIRECT 
QUANTITATIVE 
REAL-TIME 
#SearchLove @meladorri
EMAIL IS A 
1-to-1 
MEDIUM 
#SearchLove @meladorri
EMAIL IS A 
unique 
MEDIUM 
#SearchLove @meladorri
Email 
! 
<table> 
<td> 
<td> 
px 
style=“font-face” 
bgcolor 
padding 
! 
Web 
! 
<div> 
<h1> 
<p> 
em 
<style> 
background-color 
margin 
#SearchLove @meladorri
Use this 
! 
#ffffff 
bgcolor 
individual properties 
width=“100” 
style=“…” 
align=“left” 
! 
Not this 
! 
#fff or rgb 
background-color 
shorthand 
width:100px 
<style> 
text-align:left 
#SearchLove @meladorri
SUBSCRIBER EXPERIENCE 
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
‣ What is recognizable, trustworthy and 
relevant? 
‣ Does the subscriber have a relationship 
with a person or the brand? 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
1 Free is OK 
2 Shorter=better? 
3 Relevance! 
4 Useful + specific 
5 Test, test, test 
https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE
✔ 
✔ 
✔ 
FROM NAME SUBJECT 
✘ 
✘ 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT 
Pre-header text A/B Tests: 
30%+ CTR Boost 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
<div style="line-height:1px;font-size: 
1px;color:#FFFFFF;display:none;"> 
! 
Insert your magically appearing/disappearing 
preheader text here! 
! 
</div>
FROM NAME SUBJECT 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
75% 
of emails are displayed with preview text
FROM NAME 
~25 characters 
25% of the inbox 
! 
! 
~35 characters 
25% of the inbox 
! 
! 
~85 characters 
50% of the inbox 
SUBJECT LINE 
PREHEADER 
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE
Future proof emails 
for the Apple Watch 
FROM NAME SUBJECT 
LINE 
PREHEADER
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
<img alt="Litmus" width="200" height="50" 
style=“font-family: Arial; color: #ffffff; font-size: 
20px" border="0"> 
#SearchLove @meladorri 
Guide to styled ALT text: http://bit.ly/styledALT 
Guide to image blocking: http://bit.ly/image-block
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
“Does your iPhone fold…?” 
FROM NAME SUBJECT 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
“Scrolling is easier than clicking.” 
#SearchLove @meladorri
FROM NAME SUBJECT 
LINE 
‣ Minimize friction 
‣ Be clear and concise 
‣ Test buttons vs. text 
‣ Use active language 
‣ Consider size, 
placement, 
color, and context 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
#SearchLove @meladorri
FROM NAME SUBJECT 
<table border="0" cellspacing="0" cellpadding="0"> 
<tr> 
<td bgcolor="#cccccc" style="padding: 12px 18px 12px 18px; -webkit-border-radius: 
3px; border-radius:3px" align="center"><a href="https://litmus.com/” 
style="font-size: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff; 
text-decoration: none;">Litmus</a> 
</td> 
</tr> 
</table> 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
h"p://bit.ly/bulletproof-­‐bu"ons
FROM NAME SUBJECT 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT 
#SearchLove @meladorri 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
… add to cart?
#SearchLove @meladorri 
‣ Create hierarchy with 
symbols 
‣ Avoid hard breaks 
‣ Put links on a new line 
‣ Tabs, spacing and CAPs to 
organize 
‣ Convey imagery with text
DELIVERING 
EXPERIENCES 
#SearchLove @meladorri
WHO 
WHAT 
‣ Register for a webinar 
‣ Read an article 
‣ Buy something 
WHEN 
‣ Triggered vs. mass 
‣ Drip or automation 
‣ Behavioral-based 
‣ Day and time 
WHERE 
‣ Mobile / tablet 
‣Web browser / webmail 
‣ Desktop / at work 
WHY 
‣ Brand awareness 
‣ Content marketing 
‣ Influence behavior 
‣ Drive purchases 
HOW 
‣ Opens 
‣ Clicks 
‣ Conversions 
‣ Internal vs. external 
‣ B2B vs. B2C 
‣ Demographics 
‣ Know your audience! 
PLAN EXECUTIVE SUMMARY 
Indicate what data fields or customer attributes will be used for segmentation How would you explain this campaign in an elevator ride to your CEO? 
FIVE W’S 
Every email should have a purpose and a clearly stated goal. 
• WHO are you sending to? 
• WHAT do you want them to do? 
• WHEN is it appropriate to send the message? 
• WHERE will the recipient read it? 
• WHY are you sending this message? 
• HOW are you going to measure success? 
MESSAGING STRATEGY 
What content should be included in the email? Be as detailed as possible, including: 
• From name 
• From address 
• Subject line 
• Preheader text 
• Headline(s) 
• Subhead(s) 
• Copy points 
• Call to action 
• Graphics/images 
SEGMENTATION STRATEGY 
YOUR NEXT GREAT EMAIL 
bit.ly/email-plan
‘WHERE’ HAS BECOME A COMPLICATED QUESTION. 
#SearchLove @meladorri
MOBILE EMAIL 
+400% since 2011 
@ryanmheap @degdigital
If you get a mobile email that 
doesn’t look good, what do you do? 
30.2% 
+68% 
13.5% 
3.8% 
6.3% 
+15% 
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 
Delete it 
Unsubscribe 
View on computer 
Don't know 
Read anyway 
80.3% 
0 25 50 75 100 
#SearchLove @meladorri
31% 
of marketers don’t know their 
mobile email open rate 
source: marketingsherpa.com 
#SearchLove @meladorri
KNOW THY 
AUDIENCE 
#SearchLove @meladorri
Copy, paste, send!
.appleBody a { 
color:#ffffff; text-decoration: none; 
} 
!!! 
<tr> 
<td align="center" style="padding: 10px 0 0 0; font-size: 
13px; line-height: 16px; font-family: Helvetica, 
Arial, sans-serif; color: #ffffff; "> Get away <span 
class="appleBody">Thurs-Sun</span> 
! 
</td> 
</tr> 
! 
Blue links in iOS: http://bit.ly/blue-links 
#SearchLove @meladorri
-webkit-text-size-adjust: none; 
#SearchLove @meladorri
‣Body copy 16px+ 
‣Headlines: 22px+ 
‣Buttons: 44px by 44px 
‣ White space: 10px+ 
‣ Tappable touch targets 
image: webdesignerdepot.com
I LIKE… 
BIG BUTTONS 
#SearchLove @meladorri
#SearchLove @meladorri
RESPONSIVE EMAIL!!1! 
‣More than a “line of code” 
‣Set of conditional statement that enables specific styles 
‣Detects screen size, not device type 
‣Not supported in every mobile email app 
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic 
#SearchLove @meladorri
Justine Jordan | SearchLove San Diego, 'Designed for Success: Optimizing The Email Experience'
#SearchLove @meladorri
Email is an application 
and occasionally a mobile browser 
#SearchLove @meladorri
#SearchLove @meladorri
#SearchLove @meladorri
Justine Jordan | SearchLove San Diego, 'Designed for Success: Optimizing The Email Experience'
CTA COLOR TEST 
Version A: Green bu!on Version B: Blue bu!on
CTA COLOR TEST 
no 
change 
Version A: Green bu!on Version B: Blue bu!on
CTA TEXT TEST 
Version A: Start testing Version B: Read our overview
CTA TEXT TEST 
2x 
clicks 
Version A: Start testing Version B: Read our overview
CATEGORY TEST 
+30% clicks
Thanks, Email! :) 
Twitter mentions 
Pageviews
templates.mailchimp.com
litmus.com/community
reallygoodemails.com/
campaignmonitor.com/resources
responsiveemailresources.com
https://github.com/rodriguezcommaj/salted
litmus.com/scope
THANKS! 
justine@litmus.com 
@meladorri 
litmus.com/lp/searchlove

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Justine Jordan | SearchLove San Diego, 'Designed for Success: Optimizing The Email Experience'

  • 1. Designed for Success: Optimizing the Email Experience
  • 4. ‘Best practices’ are like training wheels. #SearchLove @meladorri Test. -@mparkerbyrd
  • 5. #SearchLove @meladorri @mparkerbyrd @lozzytweets @RodriguezCommaJ @KevinGotBounce
  • 11. EMAIL IS NOT JPG PPC SEO CPC ONE-PAGE WEBSITE #SearchLove @meladorri
  • 12. EMAIL IS NOT #SearchLove @meladorri
  • 14. EMAIL IS <make it rain> <emotional/happy> #SearchLove @meladorri YES,
  • 15. EMAIL IS #SearchLove @meladorri BUT ALSO,
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  • 20. EMAIL IS A unique MEDIUM #SearchLove @meladorri
  • 21. Email ! <table> <td> <td> px style=“font-face” bgcolor padding ! Web ! <div> <h1> <p> em <style> background-color margin #SearchLove @meladorri
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  • 23. SUBSCRIBER EXPERIENCE FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 24. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ What is recognizable, trustworthy and relevant? ‣ Does the subscriber have a relationship with a person or the brand? #SearchLove @meladorri
  • 25. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 26. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 27. 1 Free is OK 2 Shorter=better? 3 Relevance! 4 Useful + specific 5 Test, test, test https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic #SearchLove @meladorri
  • 28. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 29. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  • 30. ✔ ✔ ✔ FROM NAME SUBJECT ✘ ✘ LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  • 31. FROM NAME SUBJECT Pre-header text A/B Tests: 30%+ CTR Boost #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE <div style="line-height:1px;font-size: 1px;color:#FFFFFF;display:none;"> ! Insert your magically appearing/disappearing preheader text here! ! </div>
  • 32. FROM NAME SUBJECT #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE 75% of emails are displayed with preview text
  • 33. FROM NAME ~25 characters 25% of the inbox ! ! ~35 characters 25% of the inbox ! ! ~85 characters 50% of the inbox SUBJECT LINE PREHEADER FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  • 34. Future proof emails for the Apple Watch FROM NAME SUBJECT LINE PREHEADER
  • 35. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 36. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE <img alt="Litmus" width="200" height="50" style=“font-family: Arial; color: #ffffff; font-size: 20px" border="0"> #SearchLove @meladorri Guide to styled ALT text: http://bit.ly/styledALT Guide to image blocking: http://bit.ly/image-block
  • 37. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 38. “Does your iPhone fold…?” FROM NAME SUBJECT #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  • 39. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE “Scrolling is easier than clicking.” #SearchLove @meladorri
  • 40. FROM NAME SUBJECT LINE ‣ Minimize friction ‣ Be clear and concise ‣ Test buttons vs. text ‣ Use active language ‣ Consider size, placement, color, and context PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
  • 41. FROM NAME SUBJECT <table border="0" cellspacing="0" cellpadding="0"> <tr> <td bgcolor="#cccccc" style="padding: 12px 18px 12px 18px; -webkit-border-radius: 3px; border-radius:3px" align="center"><a href="https://litmus.com/” style="font-size: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff; text-decoration: none;">Litmus</a> </td> </tr> </table> #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE h"p://bit.ly/bulletproof-­‐bu"ons
  • 42. FROM NAME SUBJECT #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  • 43. FROM NAME SUBJECT #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  • 44. FROM NAME SUBJECT #SearchLove @meladorri LINE PREHEADER OPEN TAP/CLICK PAGE/SITE … add to cart?
  • 45. #SearchLove @meladorri ‣ Create hierarchy with symbols ‣ Avoid hard breaks ‣ Put links on a new line ‣ Tabs, spacing and CAPs to organize ‣ Convey imagery with text
  • 47. WHO WHAT ‣ Register for a webinar ‣ Read an article ‣ Buy something WHEN ‣ Triggered vs. mass ‣ Drip or automation ‣ Behavioral-based ‣ Day and time WHERE ‣ Mobile / tablet ‣Web browser / webmail ‣ Desktop / at work WHY ‣ Brand awareness ‣ Content marketing ‣ Influence behavior ‣ Drive purchases HOW ‣ Opens ‣ Clicks ‣ Conversions ‣ Internal vs. external ‣ B2B vs. B2C ‣ Demographics ‣ Know your audience! PLAN EXECUTIVE SUMMARY Indicate what data fields or customer attributes will be used for segmentation How would you explain this campaign in an elevator ride to your CEO? FIVE W’S Every email should have a purpose and a clearly stated goal. • WHO are you sending to? • WHAT do you want them to do? • WHEN is it appropriate to send the message? • WHERE will the recipient read it? • WHY are you sending this message? • HOW are you going to measure success? MESSAGING STRATEGY What content should be included in the email? Be as detailed as possible, including: • From name • From address • Subject line • Preheader text • Headline(s) • Subhead(s) • Copy points • Call to action • Graphics/images SEGMENTATION STRATEGY YOUR NEXT GREAT EMAIL bit.ly/email-plan
  • 48. ‘WHERE’ HAS BECOME A COMPLICATED QUESTION. #SearchLove @meladorri
  • 49. MOBILE EMAIL +400% since 2011 @ryanmheap @degdigital
  • 50. If you get a mobile email that doesn’t look good, what do you do? 30.2% +68% 13.5% 3.8% 6.3% +15% Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 Delete it Unsubscribe View on computer Don't know Read anyway 80.3% 0 25 50 75 100 #SearchLove @meladorri
  • 51. 31% of marketers don’t know their mobile email open rate source: marketingsherpa.com #SearchLove @meladorri
  • 52. KNOW THY AUDIENCE #SearchLove @meladorri
  • 54. .appleBody a { color:#ffffff; text-decoration: none; } !!! <tr> <td align="center" style="padding: 10px 0 0 0; font-size: 13px; line-height: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff; "> Get away <span class="appleBody">Thurs-Sun</span> ! </td> </tr> ! Blue links in iOS: http://bit.ly/blue-links #SearchLove @meladorri
  • 56. ‣Body copy 16px+ ‣Headlines: 22px+ ‣Buttons: 44px by 44px ‣ White space: 10px+ ‣ Tappable touch targets image: webdesignerdepot.com
  • 57. I LIKE… BIG BUTTONS #SearchLove @meladorri
  • 59. RESPONSIVE EMAIL!!1! ‣More than a “line of code” ‣Set of conditional statement that enables specific styles ‣Detects screen size, not device type ‣Not supported in every mobile email app https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic #SearchLove @meladorri
  • 62. Email is an application and occasionally a mobile browser #SearchLove @meladorri
  • 66. CTA COLOR TEST Version A: Green bu!on Version B: Blue bu!on
  • 67. CTA COLOR TEST no change Version A: Green bu!on Version B: Blue bu!on
  • 68. CTA TEXT TEST Version A: Start testing Version B: Read our overview
  • 69. CTA TEXT TEST 2x clicks Version A: Start testing Version B: Read our overview
  • 71. Thanks, Email! :) Twitter mentions Pageviews
  • 79. THANKS! justine@litmus.com @meladorri litmus.com/lp/searchlove