Lies, Damned Lies and Email Design

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Haydn Sweterlitsch, Executive Creative Director, Hacker Group, Seattle, WA.
Presentation (in static form) from Seattle Interactive Conference 2013 (October 28, 2013). Topics included: Responsive Email Design, CSS3 functionality, unicode, designing for inbox, flat UI design, etc.

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Lies, Damned Lies and Email Design

  1. 1. FIVE LIES AGENCIES TELL ABOUT EMAIL Text Haydn Sweterlitsch VP, Executive Creative Director Hacker Group, Seattle Tuesday, October 29, 13
  2. 2. LIES, DAMNED LIES + EMAIL DESIGN Text Haydn Sweterlitsch VP, Executive Creative Director Hacker Group, Seattle Tuesday, October 29, 13
  3. 3. behold, the majestic email like a cockroach, email +is 354 million years old 61% of people read at least some email on a mobile device Tuesday, October 29, 13
  4. 4. behold, the majestic email like a cockroach, email +is 354 million years old +is sometimes seen as a pest 30% of people read email exclusively on a mobile device Tuesday, October 29, 13
  5. 5. 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
  6. 6. behold, the majestic email like a cockroach, email +is 354 million years old +is sometimes seen as a pest +is adaptable, mobile, everywhere +will survive nuclear war More users (~78%) read email on smartphones than make calls Tuesday, October 29, 13
  7. 7. email is the goat Email is the most popular smartphone activity (~78% of users) Tuesday, October 29, 13
  8. 8. email is the goat +email is a machine internet time on mobile devices outpaced PC in may, 2013 481 billion minutes vs. 477 billion Tuesday, October 29, 13
  9. 9. email is the goat +email is a machine +design yours exquisitely in structure in style in form in function The only mobile purchase influencer greater than emails is friends/family Tuesday, October 29, 13
  10. 10. forces aligned against the email +culture of zero As of 2013, there are 3.6 billion email accounts Tuesday, October 29, 13
  11. 11. forces aligned against the email +culture of zero +swipe/delete UIs By 2016, there will be 4.3 billion email accounts Tuesday, October 29, 13
  12. 12. forces aligned against the email +culture of zero +swipe/delete UIs +tabs 82% of users open emails they receive from brands/companies Tuesday, October 29, 13
  13. 13. forces aligned against the email +culture of zero +swipe/delete UIs +tabs +canned meat This year, about 84% of all email traffic will be spam Tuesday, October 29, 13
  14. 14. forces aligned against the email +culture of zero +swipe/delete UIs +tabs +canned meat +OS, client anarchy ~66% of mobile traffic is on iOS Tuesday, October 29, 13
  15. 15. design starts in the inbox +clear subject lines are compelling ones 33% of email recipients open email based on subject line alone Tuesday, October 29, 13
  16. 16. design starts in the inbox +clear subject lines are compelling ones +agencies sometimes ignore preheader +users never ignore preheader 64% of people say they open an email because of the subject line Tuesday, October 29, 13
  17. 17. 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
  18. 18. symbols: what the $@!#? +if a symbol is in a subject line and users don’t see it, does it really exist? Subject lines with unicode have a higher open rate in 56% of brands surveyed Tuesday, October 29, 13
  19. 19. symbols: what the $@!#? +if a symbol is in a subject line and users don’t see it, does it really exist? +no best practices the sun symbol increases open rates 14.9% Tuesday, October 29, 13
  20. 20. symbols: what the $@!#? +if a symbol is in a subject line and users don’t see it, does it really exist? +no best practices +no patterns Airplanes (✈) show a 10.7% lift in open rate, umbrellas (☂) generate 50% lift Tuesday, October 29, 13
  21. 21. symbols: what the $@!#? +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 Unicode: 60% of the time, it works every time Tuesday, October 29, 13
  22. 22. get responsive or gtfo +adaptive +responsive +fluid 24% of brands don’t optimize email creative for mobile in any way Tuesday, October 29, 13
  23. 23. get responsive or gtfo +adaptive +responsive +fluid image: @stammy Paul Stamatiou, 2013 39% of marketers have no strategy for mobile email Tuesday, October 29, 13
  24. 24. get responsive or gtfo +adaptive +responsive +fluid +optimize or die 87% of online retailers optimize mobile email (or plan to) in 2013 Tuesday, October 29, 13
  25. 25. get responsive or gtfo +adaptive +responsive +fluid +optimize or die +always see #rwd +why not #red 45% of 2012 holiday season emails were opened on a mobile device Tuesday, October 29, 13
  26. 26. get responsive or gtfo 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 97 unique screen resolutions in 2010. 232 in 2013 Tuesday, October 29, 13
  27. 27. flat is so hot right now Tuesday, October 29, 13
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. form + functionality follow function +progressive disclosure 43% of mobile email users check email four or more times per day Tuesday, October 29, 13
  33. 33. form + functionality follow function +progressive disclosure +persistent buttons 72% of B2B buyers are most likely to share useful content via email Tuesday, October 29, 13
  34. 34. form + functionality follow function +progressive disclosure +persistent buttons +horizontal scrolling social sharing buttons increase email click-through rates 158% Tuesday, October 29, 13
  35. 35. form + functionality follow function +enewsletter: 10 million touches/month 44% of users made at least one purchase last year based on a brand email Tuesday, October 29, 13
  36. 36. form + functionality follow function +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 Personalized subject lines are 22.2% more likely to be opened Tuesday, October 29, 13
  37. 37. form + functionality follow function Tuesday, October 29, 13
  38. 38. 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
  39. 39. thanks for your time +haydn sweterlitsch +executive creative director, hacker group, seattle +hackergroup.com +@haydn_s Tuesday, October 29, 13

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