Top Trends & Highlights of the Litmus Email Design Conference

Top Trends & Highlights
Litmus Email Design Conference: TEDC13

The Email Design Conference
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3 city tour: San Fran, London, Boston*
Conference Website
#tedc13
Seen event overview
Conferize view
HighRoad summary
Litmus Community (subscribers only)
www.highroadsolution.com

Top Themes in TEDC13
Again. Again. Again. Again. And Again.


Top Trends: Email Design
• Email Design needs to be
seen/accepted as its own industry &
profession
• Very few email designers truly
• Underappreciated & misunderstood
• Usually only one on staff & isolated, but
now there‘s a community


Top Trends: Not Set Up for
Success
• Combo:
graphics, coding, mobile, testing, curious
about people, problem solver, humor
• Untapped resource
• Underutilized resource---people spend too
much time pushing, not enough time thinking
strategically about the campaign


Top Trends: Set Up for Success


Top Trends: Mobile
• Be in the mobile world
– 138% increase in opens on mobile in 2013
– 71% of mobile purchasing decisions are email
driven


Top Trends: Mobile
• People view email once


Top Trends: Be Responsive
• Responsive design or bust
– Simple is better
– Embrace the scroll
– Big buttons. More whitespace.

• Responsive Resources:
– Mobile Email 101 from ASAE EBS Webinar
– Responsive Design & Lab (Afternoon
session, start at minute 53)


Top Trends: Understand
Lifecycle
-Use journey maps
-Segmentation
-Study!!!
Resources:
-Multi-touchpoint
Messaging Webinar
-Evaluating Your Digital
Influence from ASAE
Tech 2013—Wed
@1:15


Top Trends: Email is the New
Social


Top Trends: Few ‗Get It‘
• No Secret Sauce: try, test, fix, try, test, fix
• Understand the Ingredients:
– DYK? Web font support is tied to email client
rather than ESP. More info

• It‘s all about the message. Great tool but
boring? Yeah, your email sucks.


Top Trends: It‘s Scary


Top Trends: Get Over Yourself

―Create a culture where it‘s okay to test
& fail.‖….said by Gary Shapiro, CEA at
ASAE Tech #TECH13


Top Trends: Be Real or Fail.
@brendan
Brendan Schwartz,
CTO, Wistia


Top Trends: Building Trust
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Short, concise content
Reliable
Get a life
No cover-ups
Video
Measure for conversion


Top Trends: Have a Personality
• Don‘t use stock photos
• Be funny
– e.g. image alt tags


Top Trends: Content Strategy


Top Trends: Stop Dumbing it
Down
-Newsweek in print
-Longer formats for
tablet


Top Trends: Use Video for Value
• Use video to help with boring tasks like
taking surveys. See Wistia‘s video
• Everyone has 1-2 minutes for
something valuable. Use video & keep
it short
• Get loose! Video how-to
• Entertain


Top Tips--#emailtips
• 1 Big Image
• 1 Big Call to Action (CTA)
• If using video, use an engaging thumbnail
pic & set the video link code to autoplay
• In a 2-column email, the left side is the
―strong side‖
• Design for 640 px because it scales down
to 50% on iPhones

Great List of Tools
• Compiled by Litmus‘ Brian
Graves:
– List of Tools to Use

• Litmus‘ list of Responsive
Resources:
– Understand Responsive


Who to Start Following
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@cstudabaker Exact Target
@brendan--- Wistia (video)
@litmusapp—Litmus
@campaignmonitor- Campaign Monitor
@bluehornet –Blue Hornet
@highroadsol –curated for not-for-profits
@highroadjenny –deliverability

Great New Resource!
• Modern Messaging:
– Automation
– Integration
– Marketing Mindset
– Multi-Channel
Message Design
– ASAE Case Study


Top Trends & Highlights of the Litmus Email Design Conference

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Top Trends & Highlights of the Litmus Email Design Conference