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Email Trends and Tactics for 2014 - Dallas Internet Summit

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Kyle Lacy
Kyle Lacy

Presentation given at the Dallas Internet Summit on December 10th in Dallas, TX.

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Pinterest.com/exacttarget ExactTarget.com/blog
Channel Preference Survey, ExactTarget
Channel Preference Survey, ExactTarget
Accenture
Moments Matter
Mobile Moments
Litmus
Return Path
Responsive Mobile-Aware Desktop Centric
NO PINCHING
• 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.
• 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.
Social Moment
WeAreSocial
Personalized Moment
Return Path
ExactTarget
EGOnomics
Ginni Rometty – CEO, IBM
Data Equals Relevance
David Walmsley Head of Multichannel Marks & Spencer
Pinterest.com/exacttarget ExactTarget.com/blog

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Email Trends and Tactics for 2014 - Dallas Internet Summit

Editor's Notes

  1. 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.
  2. emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  3. emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  4. 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.
  5. emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
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