Eis tue 0815 sponsor infogroup
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Eis tue 0815 sponsor infogroup Eis tue 0815 sponsor infogroup Presentation Transcript

  • Social & Mobile in Email Design
    • Presented by:
    • Matthew Caldwell
    • Sr. Creative Director
    • Yesmail
    Confidential Not to be shared with third parties
  • Topics Covered
    • How to bring Social to email
      • Linking, Sharing & Dispatches
      • Dispatches – graphical cues for that social look
    • Mobile email Design
      • Changing behaviors call for Scalable Layouts
      • Narrow pages + Big Scale
      • Grid Systems
  • SOCIAL IN EMAIL 3 different ways to bring social into your email
  • SOCIAL in Email
    • 3 ways to in use Social networking in email:
    • Linking
    • Sharing
    • Dispatches
  • SOCIAL LINKING Simply linking to your companies social page GOOD INTERESTING / CHALLENGING BORING / EASY
  • SOCIAL SHARING sharing specific parts of your email BETTER INTERESTING / CHALLENGING BORING / EASY
  • SOCIAL SHARING sharing specific parts of your email BORING / EASY
  • SOCIAL SHARING SHARING = Liking, Sharing or Tweeting 1. Liking to Facebook 2. Posting to Facebook 3. Tweeting
  • SOCIAL SHARING No Javascript in email so how to implement? 1. Liking to Facebook 2. Post to Facebook 3. Tweeting http://www.facebook.com/sharer.php?u= http://www.yourlinkhere.com http://twitter.com/share?url= http://www.yourlinkhere.com &text= check this out http://www.facebook.com/plugins/like.php?href= http://www.yourlinkhere.com/ &layout=standard&show_faces=true&width=450&action=like
  • SOCIAL SHARING TIP “ It’s not really sharing if it takes more than 2 clicks. Sharing must be • instantaneous • pre-populated
  • SOCIAL DISPATCHES inserting excerpts from social into email BEST INTERESTING / CHALLENGING BORING / EASY
  • SOCIAL DISPATCHES Social Dispatches is the act of taking snippets from social networks and reinserting them into email to creating relevant, interesting email content. Social media = constantly changing Email = regularly scheduled
  • SOCIAL DISPATCHES Graphical Social Cues
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Talk bubbles
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Avatars
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Author Photos
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Social Network Icons
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Big Quote Marks
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Big Chunky Type, with 140 Chars or less
  • GRAPHICAL SOCIAL CUES THE FORMULA FOR THE SOCIAL LOOK Delineation – strong horizontal rules
  • SOCIAL DISPATCHES example one – HP Tech at Work
  • SOCIAL DISPATCHES example two – HP Shopping Consumer Reviews
  • SOCIAL DISPATCHES example three – My Coke Rewards
  • SOCIAL DISPATCHESS example four – VooDoo Gaming
  • SOCIAL DISPATCHES example five – HP Newsgram
  • SOCIAL DISPATCHES example six – Sephora
  • Why include Social Dispatches?
    • Looks fresh, timely and new
    • Displays a “community” angle to your content
    • When done properly can be very relevant
    • Can be a great source of content
  • SOCIAL DISPATCHES How to produce them
    • You are the editor / curator
    • Search Twitter, Facebook, Blogs, YouTube for posts that apply to your content.
    • Ideally, information posted in the last 60 days
  • SOCIAL DISPATCHES or… Create your own
    • Call on your audience to respond
      • Tweet to #hashtag,
      • Post on Facebook
      • Reply by Email
    • Collect the best and fill out a Social Dispatches section
    • Users see their own inputs, create interactivity
  • SOCIAL DISPATCHES Create your own - Overstock
  • EMAIL DESIGN: MOBILE
  • It’s Happening… fast More and more users are opening your email on their phones OPENS ON A MOBILE DEVICE JAN 2008 JAN 2009 JAN 2010 JAN 2011 .25% 1-3% 4% 12-15% SOURCE: YESMAIL 2010 “USER AGENT” TESTING PREDICTION : By the end of 2011, one third of your list may be reading your email on their phones.
  • It’s Happening… fast 28% of all phones in the US are now a smart phone SOURCE The Nielsen Company – 3 rd Quarter 2010 Smartphones: cellphones with operating systems resembling those of computers.
  • It’s Happening… fast Margaret Caldwell, the authors mother, checking her email on a droid (Samsung Galaxy S)
  • QUESTION: What percentage of your list opens on a mobile device? Analyze your USER AGENT STRING to find out
  • The Good news: HTML email on smart phones is getting better SOURCE The Nielsen Company – 3 rd Quarter 2010 HTML EMAIL ON PHONE? YES - iPhone – the gold standard, resizes to fit YES - Android – but does not resize, requires side scrolling YES - Window mobile – but images off by default, no resizing YES – Palm – yes, some odd formatting, does not scale NO - Blackberry – still poor, even with new OS6 NO - Symbian – your html copy will display, looks poor
  • Mobile is here – What should I do?
    • 3 OPTIONS FOR MOBILE OPENS :
    • Link to your TXT version (snore)
    • Create dedicated mobile versions (pricey)
    • Redesign your layouts to be Scalable (best & easiest)
    Let’s look at the pros and cons of each…
  • 3 MOBILE OPTIONS – Link to TXT version • Easy • Boring •   Requires extra click
  • 3 MOBILE OPTIONS – Link to dedicated mobile version • Looks great, designed for mobile • Expensive, another custom version •   Requires extra click
  • 3 MOBILE OPTIONS – Design your emails to SCALE down cleanly • One version • Looks great on desktop and handheld • Largely only applies to iPhone at this time but does seem to be the future trend.
  • Scalable eMail Designs: A layout reduces in size still looks the good and is usable / readable.
  • Scalable email Designs: Approximate message widths ratio of reduction
  • HOW TO CREATE Scalable email Designs:
    • Grid system
    • Single column
    • Grouping Sections
    • Big Scale on a narrow page
    • Meta Tag
  • HOW TO CREATE Scalable email Designs:
    • Start with a Grid System
    A Grid System is an alignment tool for layouts. A system of measurement in pixels that breaks down a layout into a series of columns, gutters and margins.
  • Grid Systems
  • Why use a grid system?
    • Orderly alignment
    • Consistent spacing between sections
    • Provides the ability to quickly create new sections based on that grid system
  • Why use a grid system?
    • Grid-aligned layouts scale down cleanly
    Grid-aligned layout Non Grid-aligned layout
  • HOW TO CREATE Scalable email Designs: 2. Single Column yes no
  • HOW TO CREATE Scalable email Designs:
    • 3. Grouping sections
    • Distinct sections
    • Rounded corners
    • Contrasting colors
    • Space between sections
    • Background color as divider
  • HOW TO CREATE Scalable email Designs:
    • “ Grouping Sections” use the background color as the divider.
    • Typically sections are created by horizontal rules
    Traditional sections horizontal rules “ Grouping Sections” Background color divides
  • HOW TO CREATE Scalable email Designs: 3. Grouping sections What works in mobile works in email design
  • HOW TO CREATE Scalable email Designs: 4. Big Scale on a narrow page First consider a less wide page: Then = 600 pixels wide Now = reduce to 450, 500, 525 600 pixels wide 480-550 pixels wide
  • HOW TO CREATE Scalable email Designs: 4. Big Scale on a narrow page increase the size of your copy and buttons Minimum font size = 14 points Title case font size = 30+ Go big and chunky! It’s easier to read, but means less words
  • HOW TO CREATE Scalable email Designs: 4. Big Scale on a narrow page Warning: You will need to go on a WORD DIET. Scalable layouts depend on character counts Too many words and the large type becomes overpowering.
  • HOW TO CREATE Scalable email Designs: 4. Big Scale on a narrow page 34 points 520 pixels wide
  • HOW TO CREATE Scalable email Designs: 5. Viewport Meta Tag <meta name = &quot;viewport&quot; content = &quot;width = 320&quot;> Viewport : Changes the logical window size used when displaying a page on iOS.
  • HOW TO CREATE Scalable email Designs: 5. Viewport Meta Tag with Meta Tag without Meta Tag
  • EXAMPLES Scalable email Designs:
  • EXAMPLES Scalable email Designs:
  • EXAMPLES Scalable email Designs:
  • EXAMPLES Scalable email Designs:
  • EXAMPLES Scalable email Designs:
  • HOW TO CREATE Scalable email Designs:
    • Wait, I’m not a designer what should I do?
    • Insist that your designs are on a GRID – ask ‘em “ can I see the grid?”
    • Tell your designer you want a single column layout
    • Tell your designer to view their designs on the phone and big screen while designing, this will influence the outcome
  • HOW TO CREATE Scalable email Designs:
    • Doesn’t that make very tall / long layouts?
    • Yes. People scroll now, it’s 2011.
    • It’s better to present one thing at a time for clarity & focus
    • If twitter or facebook were screen captured it would be 9 feet tall on average
  • DEVELOPING / WORTH EXPLORING CSS3 Media Queries
    • What is it?
    • Media queries was introduced in CSS3 to allow a document’s styles to change depending on what it’s viewed on.
    • For example: An HTML document can be rendered differently for
      • “ screen” (computer)
      • “ handheld” (phones)
      • “ print”, “braille” and more.
  • WORTH EXPLORING CSS3 Media Queries What does it look like? (simplified) <style @media type=“handheld”; width=“320”>
  • In Summary: Bring Social media to your email not just by buttons but through “dispatches” and / or engagement with results displayed. Create scalable layouts for iPhone and as more smart phones with “scaling email” functionality enter the market.
  • Thank you Matt Caldwell Yesmail / Infogroup Interactive Sr. Creative Director Email: [email_address] Web : http://www.yesmail.com Twitter : matty_caldwell