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Anatomy of the Perfect Email Design (Part 1) - Where Are Your Email Opened
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Anatomy of the Perfect Email Design (Part 1) - Where Are Your Email Opened

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This presentation on Anatomy of the Perfect Email Design is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better …

This presentation on Anatomy of the Perfect Email Design is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better conversations.
Through the medium of the presentation we want marketers to adopt the latest happenings in the email marketing arena and grow their business.

To know more about Email Marketing Campaigns and Strategies visit : www.lyris.com/us-en/

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  • This presentation on Anatomy of the Perfect Email Design is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better conversations.Through the medium of the presentation we want marketers to adopt the latest happenings in the email marketing arena and grow their business.
  • Lyris is a leading global provider of email and digital marketing solutions that help companies engage with customers in more meaningful ways. Over the past 19 years, we have developed proven ability to guide our customers to success in an ever changing  digital marketing landscape……we do this by combining best practices with a flexible product platform designed to protect and extend your marketing technology investments
  • Andrew King is senior strategy consultant at Lyris. Andrew has worked in marketing across three different continents for major car manufacturers, institutions and retailers. He joined Lyris in 2010 and consultants with a variety of clients on their email strategy, design, mobile optimization, testing, segmentation, and much more. Andrew regularly contributes to the Lyris blog and participates in industry events.
  • This presentation will cover the following points that play a crucial role in email marketing.For convenience the presentation is divided into several parts, this being the 1st will be an introduction followed by specific pointers to be presented subsequently.
  • Lets begin to understand, where are your emails are opened?
  • There was a time when one could pretty muchguarantee that the emails would either be opened at work or at home on a desktop computer. But today over 50% of the US population own a smartphone and tablet penetration is growing rapidly. Which means emails could be opened from practically anywhere and from a much wider range of devices.
  • And although there is a lot of evidence to suggest that certain times of day are better to send emails, mobile devices make it possible for your email to be opened at potentially any time of day or night.
  • Also, now emails could also be opened in a wide variety of email environments across these three broad categories - webmail, desktop and mobile devices.Webmail clients are usually free and accessed through your web browser. Popular webmail clients include Gmail, Yahoo and Outlook.com. Desktop email clients are downloaded and installed on your computer and include Microsoft Outlook, Apple Mail and Lotus Notes. And Mobile includes smartphones such as the iPhone, Blackberry and Android phone as well as tablets such as the iPad. Over the last few years mobile devices have become one of the most popular places to check your email. According to Litmus, 44% of the opens they recorded in July this year came from mobile devices.
  • According to Google our mobile planet, smartphones are commonly used in a wide variety of locations including on the go, at work, in restaurants and cafes and at social gatherings.
  • Just to give you an idea of how attached people are to their smartphones, 48% of Americans never turn off their phones, and 64% sleep with their mobile device at their bedside.  Gen Y’s are especially addicted to their mobile devices with 90% checking their smartphone before they get out of bed.
  • Mobiles are also becoming more and more important to in-store shopping with 62% of shoppers using their mobile devices at a retailers physical location to compare products and prices according to a survey by SDL.
  • Another interesting place that people are using their mobile devices is in the bathroom. According to a survey called IT in the toilet, 75% of Americans use their mobile phone in the bathroom. Apparently Android users are the worst offenders, followed closely by Blackberry and then iPhone users. Unsurprisingly men are more attached to their phones with 30% not actually being able to visit the rest room without their mobile device. What people are actually doing in the bathroom with their mobile devices was is unclear from the study but I’m sure that reading and sending emails is a very common activity.
  • One thing that we should remember about mobile users is that they are often multitasking while using their phone. They could be watching a movie or reading a book or playing video games and the key point here is that you probably aren’t going to have 100% of your subscribers attention if they’re reading your email on a mobile device. One needs to keep this in mind when designing email and populating it with content – ask yourself, is this message easy to read on a small screen, can I easily understand the main message within a matter of seconds rather than minutes.
  • Discussion over mobile devices will certainly be the highlight considering it’s a huge topic at the moment and definitely something that one needs to take seriously when designing an email. However, I think it’s easy to forget about all of the other email clients out there that your subscribers are using. Most of your out there will still have a good portion of your subscribers reading your emails in Outlook, Yahoo, Gmail and Apple Mail. Your emails still need to look great in those clients for your campaign to be a success.
  • In fact if we look at email client market share you can see that Outlook is still a hugely popular email client with 18% of all email opens recorded by Litmus. And although no single webmail client has a huge percentage of the market share, if you add them together they do make up a significant portion of opens and they also have their own design and coding challenges which you need to address and optimize for.
  • So till now, this presentation highlights the statistics and environment in which emails are opened.The next part of presentation will be about Various Parts of Email starting from Pre-Header and followed with ways of optimizing for better benefits.

Transcript

  • 1. © 2012 Lyris | 1 | Andrew King, Sr. Strategy Consultant, Lyris Anatomy of the Perfect Email Design (Part1)
  • 2. © 2013 Lyris | 2 | About Lyris  Established: 1994  Customers: 5,000+  Employees: 160  Headquarters: Emeryville, CA  Locations: New York, Atlanta, Minneapolis, London, Sydney, Buenos Aires, Sao Paolo We power data-driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value
  • 3. © 2013 Lyris | 3 | Today’s Presenter Andrew King Sr. Strategy Consultant, Lyris @akingkiwi
  • 4. © 2012 Lyris | 4 |  Where are your emails opened?  Anatomy of the perfect email design  Common email design issues  Real life designs that get it right  Steps for optimizing  Questions Agenda
  • 5. Where are your emails opened?
  • 6. © 2012 Lyris | 6 | Your emails could be opened Anywhere
  • 7. © 2012 Lyris | 7 | At any Time
  • 8. © 2012 Lyris | 8 | Your email could be opened in a wide range of email clients Source: Litmus Email Analytics – July 2013 Desktop 33% Mobile 44% Webmail 23%
  • 9. © 2012 Lyris | 9 | Location of smartphone usage Source: Google – Our Mobile Planet 95.7% 71.3% 83.8% 82.9% 82.1% 61.2% 63.7% 55.5% 70.2% 44.9% 39.1% 4.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Home Work On-the-go In a store Restaurant Cafe or coffee shop Doctor's office Airport At a social gathering/function/event Public transport School Somewhere else
  • 10. © 2012 Lyris | 10 | 90%Of gen Y’s check their smartphones before they get out of bed
  • 11. © 2012 Lyris | 11 | 62%Of shoppers use a mobile device in-store to check prices
  • 12. © 2012 Lyris | 12 | 75%Of Americans admit to using their mobile phone while in the bathroom
  • 13. © 2012 Lyris | 13 | Listen to music of any type 19% Play video games 9% Read a book 5% Use the Internet on another device 17% Read the newspaper or a magazine 7% Watch television programs 21% Watch movies 13% No other usage while using the internet on smartphone 7% None of these 2% People multi-task while using their mobiles
  • 14. © 2012 Lyris | 14 | These email clients are still Popular
  • 15. © 2013 Lyris | 15 | Email client market share Calculated from 205 million opens tracked by Litmus Email Analytics in April 2013 1. Apple iPhone – 23% 2. Outlook – 18% 3. Apple iPad – 11% 4. Apple Mail – 9% 5. Google Android – 8% 6. Yahoo! Mail – 6% 7. Outlook.com – 6% 8. Gmail – 4% 9. Windows Live mail – 3% 10. Windows Mail – 1% Source: Litmus
  • 16. © 2012 Lyris | 16 | Your email design needs to optimized for all Environments