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The 5 Trends Behind the 2014 Best of the Email Swipe File


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Email design and strategy are being shaped by five major trends: (1) a growing need to personalize content, (2) greater sophistication for triggered messages, (3) rendering that’s optimized for the …

Email design and strategy are being shaped by five major trends: (1) a growing need to personalize content, (2) greater sophistication for triggered messages, (3) rendering that’s optimized for the platform, situation, person, and time of open, (4) a unique voice that’s more helpful than promotional, and (5) a continued evolution of fundamentals. Chad White, ExactTarget’s Lead Research Analyst, and Andrea Smith, Design Lead of Content Marketing & Research discussed these critical trends and how they guided our selection of the 20 emails in the 2014 Best of the Email Swipe File.

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  • 1. Your active participation is encouraged Please use the chat function and send to ‘All Panelist’ to ask questions
  • 2. Webinar Follow-up Watch your inbox Presentation will be recorded and shared in a follow-up email.
  • 3. @ETSwipeFile
  • 4. The 5 Design Trends behind the 2014 Best of the Email Swipe File Andrea Smith Design Lead, Content Marketing & Research, ExactTarget Marketing Cloud @andreasmith77 Chad White Lead Research Analyst, ExactTarget Marketing Cloud and Author, Email Marketing Rules @chadswhite @ETSwipeFile
  • 5. Five Key Email Marketing Trends On their own, the examples on the following pages are inspiring and thought- provoking. But together, they illustrate five trends that are shaping the future of email design and savvy marketing strategy. Advanced Personalization Triggered Sophistication Smart Rendering Unique Voice Inspired Fundamentals @ETSwipeFile
  • 6. Advanced Personalization In the era of email engagement, greater relevancy is critical. Personalization that goes far beyond first-name merges is one way that marketers can make messages more relevant to individual subscribers. @ETSwipeFile
  • 7. Six Factors 1  Who They Are 2  Who They Care About 3  What They Did 4  What Others Did in Reaction 5  What They Have 6  Where They Are @ETSwipeFile
  • 8. OpenTable Send Date January 10, 2014 Subject Line Looks like you had a delicious year, Andrea! @ETSwipeFile
  • 9. Related Pins Fitbit & Reliant @ETSwipeFile
  • 10. Zulily Send Date November 13, 2013 Subject Line Toys! Progressive profiling email @ETSwipeFile Progressive profiling email
  • 11. Zulily Send Date November 28, 2013 Subject Line Strider Sports is on zulily tomorrow! Brand alert email @ETSwipeFile
  • 12. Triggered Sophistication Triggered emails are among the most effective emails you’ll ever send. Their outsized ROI has driven marketers to explore ways to make triggered emails ever better—with longer campaigns, smarter content, and better triggers. @ETSwipeFile
  • 13. Lifecycle Marketing: Usage @ETSwipeFile 2014 State of Marketing
  • 14. Lifecycle Marketing: Effectiveness @ETSwipeFile 2014 State of Marketing
  • 15. ModCloth Send Date July 2013 Subject Line Celebrate 6 months with us - & enjoy a li’l prezzie! @ETSwipeFile
  • 16. Pinterest Send Date March 2014 Subject Line You qualify for a Pinterest business account @ETSwipeFile
  • 17. Welcome email 1 Welcome email 2 Welcome email 3 Welcome email 4 Welcome email 5 Welcome email 6
  • 18. Smart Rendering Emails must adapt to and thrive in a variety of environments. Rendering tactics can ensure that your message is optimized for the platform, situation, person, and time of open. @ETSwipeFile
  • 19. Smart Rendering • Defensive design • Responsive and mobile- aware email design @ETSwipeFile • Live content • Personalized images • Video and video .gifs
  • 20. @ETSwipeFile
  • 21. Sony PlayStation New Zealand Send Date April 20, 2013 Subject Line Save Cybertron with an exclusive PS Store offer @ETSwipeFile
  • 22. Related Pins Bendon Lingerie & Mothercare @ETSwipeFile
  • 23. 2014 State of Marketing Emails Read on a Mobile Device @ETSwipeFile
  • 24. Mobile-Friendly Disconnects @ETSwipeFile 41% of brands send mobile- friendly emails
  • 25. Mobile-Friendly Disconnects @ETSwipeFile 75% of brands use mobile- friendly landing pages However…
  • 26. AT&T Send Date June 27, 2013 Subject Line Your tablet. Our network. Together, they’re better. @ETSwipeFile
  • 27. @ETSwipeFile
  • 28. UGG Australia Send Date March 9, 2014 Subject Line Tech News: Twinsole offers twice the comfort Video GIF: Select frames @ETSwipeFile
  • 29. Additional video examples ExactTarget Marketing Cloud Spark & Famous Footwear @ETSwipeFile
  • 30. Unique Voice Influenced by content marketing and social media engagement, marketing communication is undergoing a shift from promotional, corporate, and detached to helpful, conversational, and timely. @ETSwipeFile
  • 31. Jonathan Adler Send Date July 22, 2013 Subject Line We’re Royally Excited @ETSwipeFile
  • 32. Related Pins Marks & Spencer & Bonobos @ETSwipeFile
  • 33. Boden UK Send Date December 25, 2013 Subject Line A note for naughty email readers… @ETSwipeFile
  • 34. Inspired Fundamentals While marketers are constantly gaining shiny, new tools, they shouldn’t forget the fundamental messaging and design tactics that have been effective for years—like email content that’s on brand, focused, and sharable. @ETSwipeFile
  • 35. Noun Project Send Date March 2014 Subject Line Please verify your Noun Project account @ETSwipeFile
  • 36. Democratic National Committee Send Date October 1, 2013 Subject Line This day in history @ETSwipeFile
  • 37. The Most Popular Selections Since releasing the 2014 Best of the Email Swipe File, we’ve been tracking reader response to the selections and have observed an interesting trend: The four most popular selections all involved other channels. In other words, they were all cross-channel campaigns. @ETSwipeFile
  • 38. Starbucks Send Date November 6, 2013 Subject Line An offer just for you: 50% off your handcrafted espresso drink @ETSwipeFile
  • 39. Sephora Send Date February 2014 Subject Line Your Foundation Matches @ETSwipeFile
  • 40. Pinkberry Send Date March 2014 Subject Line We Miss You! @ETSwipeFile
  • 41. Warby Parker Send Date November 27, 2013 Subject Line Booked solid @ETSwipeFile
  • 42. Download the full report and get inspired: 2014 Best of the Email Swipe File •  5 Design Trends •  20 Emails •  47 Related Pins •  All pins: @ETSwipeFile
  • 43. Questions? Please type questions in the chat panel to ‘All Panelist’
  • 44. The Future is Now Webinar h"p://www.exac"­‐center/webinars    Register:     July  29th  at  2:00  pm  EDT   6  Ways  to  Improve  Your  Customers’  Journey   from  Awareness  to  AcJon   July  31st  at  12:00  pm  EDT   DisrupJng  the  MarkeJng  Model  with  Journey   Builder   IntroducingIntroducing…
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