Designing Emails for Today

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Designing Emails for Today

  1. 1. Tuesday 23rd April 2013Designing Emails for TodayNavigating the dangerous waters of email designTuesday 23 April 13
  2. 2. E-mail reading patterns / How do people read E-mails?“…the average time allocated to a newsletter after opening itwas only 51 seconds. “Reading” is not even the right word,since participants fully read only 19% of newsletters. Thepredominant user behavior was scanning. Often, users didn’teven scan the entire newsletter: 35% of the time,participants only skimmed a small part of the newsletteror glanced at the content.”Jakob Nielsen, Email Newsletters: Surviving InboxCongestionTuesday 23 April 13
  3. 3. E-mail reading patterns / How do people read E-mails?Tuesday 23 April 13
  4. 4. The Fold / Why it matters in e-mailhttp://www.emaildesignreview.com/email-design-best-practice/the-fold-and-email-marketing-1247/http://www.campaignmonitor.com/blog/post/3779/does-the-fold-matter-in-email-marketingTuesday 23 April 13
  5. 5. Images / Who can see them?Tuesday 23 April 13
  6. 6. Images / Who can see them?Tuesday 23 April 13
  7. 7. Main Email Clients / As of September 2012http://www.campaignmonitor.com/resources/will-it-work/email-clients/Tuesday 23 April 13
  8. 8. Mobile E-mail Growth Year on Year / September 2012http://www.campaignmonitor.com/resources/will-it-work/email-clients/Android90%iPhone / iPad74%Tuesday 23 April 13
  9. 9. E-mail Viewing Areas / How wide are e-mails?http://www.campaignmonitor.com/blog/post/3481/how-wide-are-html-email-designs-today/Tuesday 23 April 13
  10. 10. E-mail on smartphones / Designing for everyoneSource:Knotice Mobile Email OpensReport, April 2012%27of all emails are opened on a mobiledevice. 20.6% from smartphones, 6.8%from tablets.  This is up from 13.4% in Q42010.Tuesday 23 April 13
  11. 11. E-mail on smartphones / Designing for everyone%22of all emails are opened on an iPhone oriPad.The iPhone accounts for nearly 70% of allemail opens on a mobile phone, the iPadaccounts for 97% of all opens on tablets.Source:Knotice Mobile Email OpensReport, April 2012Tuesday 23 April 13
  12. 12. E-mail on smartphones / Designing for everyone%70of consumers delete emailsimmediately that don’t render well on amobile deviceSource:BlueHornet “Consumer Views ofEmail Marketing”, January 2012Tuesday 23 April 13
  13. 13. E-mail on smartphones / Designing for everyoneTuesday 23 April 13
  14. 14. Conclusions / What can we do?Design for skimming – have a table of contents upfront.Design with good, simple CSS and as little imagery aspossible.Keep good alt tags and captions.Design for a screen width of about 600px. Better yet,design for fluidity in screen width.Test on as wide a range of mobile devices aspossible.Tuesday 23 April 13
  15. 15. Billy Kennedy billy.kennedy@iqcontent.comQuestions?Tuesday 23 April 13

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