Email Tactics and Trends for 2014

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Presentation for #ISUM13 in Raleigh. We talk about moments, personalization, defensive design and no pinching!

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  • Google really ruined this era of marketers.  It was THE BIG THING.  You just tweaked some title tags and BAM, you had thousands of new search engine referrals because you were 1st page on Google.  It was like printing money.  And marketers have been chasing those easy winnings by looking for the NEXT BIG THING. But at each step, the NEXT BIG THING wasn’t really as big or as easy… 
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
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  • This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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  • Email Tactics and Trends for 2014

    1. Pinterest.com/exacttarget ExactTarget.com/blog
    2. The Next Big Trends
    3. @JKROHRS @EXACTTARGET
    4. Channel Preference Survey, ExactTarget
    5. Channel Preference Survey, ExactTarget
    6. Accenture
    7. Moments Matter
    8. Mobile Moments
    9. Litmus
    10. Return Path
    11. Responsive Mobile-Aware Desktop Centric
    12. NO PINCHING
    13. • Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background. • Avoid reversing out small text on a dark background. • Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device.
    14. • Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. • Layout – One-column layout works best for mobile. If you have a multicolumn layout, plan how elements shift or stack.
    15. Image Moment
    16. DEFENSIVE DESIGN
    17. Great defensive design techniques like HTML text and alt text.
    18. Styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
    19. Social Moment
    20. WeAreSocial
    21. Personalized Moment
    22. EGOnomics
    23. Data Equals Relevance
    24. Hal Varian, Google’s Chief Economist
    25. Data Beats Opinions
    26. 1. 2. 3. 4. 5. 6. 7. Moments Wearable Technology Location Aware Mad Men Data Management EGOnomics Louis CK
    27. Pinterest.com/exacttarget ExactTarget.com/blog

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