Cracking the code: Keys to Email Creative Success

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Presented at the Silverpop Agent ROI Road show in Boston, MA on 9/15/11.

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Cracking the code: Keys to Email Creative Success

  1. 1. CRACKING THE CODE:Keys To Email Creative SuccessAlex Williams | Sr. Digital Strategist | Trendline Interactive | @alexcwilliams + @trendlinei9.15.2011 | Page 1 #spoptour
  2. 2. Introductions…9.15.2011 | Page 2 #spoptour
  3. 3. 8.15.2011 | Page # Internal Only
  4. 4. AgendaEmail creative is more than just design.It’s also branding, sales, content, layout, UX, and technical execution. You don’thave to be a graphic designer to add value to the creative process.Today we’ll discuss:• How to approach, develop, and evaluate email creative• Updating your layouts for the new mobile paradigm• How to connect with your subscribers in the social age9.15.2011 | Page 4 #spoptour
  5. 5. Start every email with 3 questions What? Why? How?9.15.2011 | Page 5 #spoptour
  6. 6. What? What is the point of this email?9.15.2011 | Page 6 #spoptour
  7. 7. Why? Why should they care?9.15.2011 | Page 7 #spoptour
  8. 8. How?How do they takeaction?9.15.2011 | Page 8 #spoptour
  9. 9. The answer to these questions will help you concept, build, and evaluate your email creative using “The Triangle Offense”.9.15.2011 | Page 9 #spoptour
  10. 10. “The Triangle Offense” This design strategy embraces the fact that most people don’t read emails, they scan.9.15.2011 | Page 10 #spoptour
  11. 11. How it Works Optimize each modular section of an email for fast comprehension of What, Why, How. Users might jump straight from What to How, with the general content and imagery of the inner triangle acting as the Why. Make sure your email passes the triangle scan test.9.15.2011 | Page 12 Internal Only
  12. 12. The Triangle in action: B2C9.15.2011 | Page 12 Internal Only
  13. 13. The Triangle in action: B2B Single Game Suites on Sale Now9.15.2011 | Page 13 #spoptour
  14. 14. Which one scans better?9.15.2011 | Page 14 #spoptour
  15. 15. The Keys to the TriangleCommunicate efficiently. Make sense.• Tie your headlines and calls-to-action together• Remove extraneous copy and visuals that don’t support the goal of the email or module• Expect your subscribers NOT to read the entire text• Find the emotional need of your “What”9.15.2011 | Page 15 #spoptour
  16. 16. Does this make sense?9.15.2011 | Page 16 #spoptour
  17. 17. Does this make sense?9.15.2011 | Page 17 #spoptour
  18. 18. MOBILE9.15.2011 | Page 18 #spoptour
  19. 19. Smartphones & Tablets (also known as “mobile”) have changed email design forever.9.15.2011 | Page 19 #spoptour
  20. 20. Source: Litmus Email Analytics Sept. 20119.15.2011 | Page 20 #spoptour
  21. 21. Each audience is uniqueClient A Client B How mobile are your customers? 9.15.2011 | Page 21 Internal Only
  22. 22. “Mobile Friendly” Email Creative TOUCH Thumbs and fingers are the new mouse.9.15.2011 | Page 22 Internal Only
  23. 23. How to make your email “Mobile Friendly”• The “mobile version” is a dated concept. Mobile users expect a scalable, readable email.• Prioritize content, remove “filler” content• Increase all font sizes, especially headlines• Keep email weight (kbs) low, mobile bandwidth can be an issue. Use images wisely, slice them to reduce load times• Scalable widths will provide readability (640px max). Explore fluid width tables.9.15.2011 | Page 23 Internal Only
  24. 24. Desktop version of mobile friendly width9.15.2011 | Page 24 #spoptour
  25. 25. Mobile version of mobile friendly width9.15.2011 | Page 25 #spoptour
  26. 26. Advanced: @media queries CSS style sheets that modify the email design when device’s capabilities match specific criteria. Allows you to: • Hide content from displaying in the email • Show higher resolution images on iOS • Add alt text to background images • Progressive disclosure to show additional content on click • Change text sizes based on screen size9.15.2011 | Page 26 Internal Only
  27. 27. SOCIAL9.15.2011 | Page 27 #spoptour
  28. 28. Social = People Power • Humanize your content • Use public user generated content • Tweets • Facebook Comments • Reviews • Speak using a real voice and not in marketing/campaign speak9.15.2011 | Page 28 #spoptour
  29. 29. “Everybody’s doing it”9.15.2011 | Page 29 #spoptour
  30. 30. Social Comments are 3rd Party Validation9.15.2011 | Page 30 #spoptour
  31. 31. Take “you’re” word for it9.15.2011 | Page 31 #spoptour
  32. 32. Let your customers speak for you9.15.2011 | Page 32 #spoptour
  33. 33. Thank you! Alex Williams Sr. Digital Strategist Trendline Interactive – Strategic Email Marketing alex@trendlineInteractive.com Twitter http://www.twitter.com/alexcwilliams LinkedIn http://www.linkedin.com/in/emailmarketingstrategy9.15.2011 | Page 33 #spoptour

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