What’s
pushing
email design
forward?
Ros Hodgekiss, Campaign Monitor
We’ve come a long way, baby
Objective = Consistency
Objective = Optimization
Why have the old rules
changed?
[pic of desktop pc]
[lots of people with
different phones]
Tablet sales > Notebook sales
65%
Opens on mobile
devices
138%
Ubiquity, unpredictability
All about getting the best
result in any email client
Applying the web, to email
Knowing which techniques
can be safely used
Knowing your audience
EXAMPLE:
PANIC INC
EXAMPLE:
DIAMOND
RESORTS
CSS3 animation
EXAMPLE:
DIAMOND
RESORTS
Web fonts
EXAMPLE:
PANIC INC
Fixed-position CTA
EXAMPLE:
DIAMOND
RESORTS
Why use these techniques?
If they see an email that looks bad,
they will really see it as a
negative in terms of
brand perception.“ ”
However...
Marketers are often overly focused
on the aesthetic qualities...
rather than their impact
on the bottom line.“ ”
I paint my 

own reality.“ ”
The Year of Responsive
We have the technology
EXAMPLE:
CAMPAIGN
MONITOR
EXAMPLE:
MMT DIGITAL
Responsive =
Rethinking email
Responsive = Inclusive
Responsive = “On the go”
I expect to see experimentation
with templates and messaging
that really speaks to a customer
on the move.“ ”
Responsive = Selling point
Responsive = Good practices
The average time allocated was
only 51 seconds... participants
fully read only
19% of newsletters.“ ”
Responsive = Short and sweet
Responsive = Opportunity
Mobile first = Results first
Results are measurable
EXAMPLE:
CROCS
• +7.7% clicks
• +15.67% opens
on iPhones
"Our
unsubscribe
numbers
appear to be
going down
and trackable
forwarding of
the emails
has gone up."
EXAMPLE:
THE FETCH
One in three
71%
71%
Clients and brands are
embracing the shift
52%
52%
89%
56%
Email is the new social
Stand up for your work!
Consistency is dead.
So, what next?
If you’re going through hell,
keep going.
“ ”
What’s
pushing
email design
forward?
Ros Hodgekiss, Campaign Monitor
ros@campaignmonitor.com
Twitter: @yarrcat
!
Slide gen...
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
What's pushing email design forward today?
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What's pushing email design forward today?

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While email is often typecast as an antiquated tool by the press and social media pundits, the email marketing scene has never been more active. Big and small brands alike are banging on the doors of email experts to create designs that are optimized for mobile devices. Email-led startups are gaining mainstream popularity. So, what's pushing this rush to make email beautiful, not to mention everyone's channel of choice?

In this session, we'll be covering:

- Ubiquity rules: The state of email design today
- Why brands have recognized the value in quality email design
- How design-led companies have broken email's old rules
- Responsive email: Why mobile-first is the new mantra

Published in: Design
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What's pushing email design forward today?

  1. 1. What’s pushing email design forward? Ros Hodgekiss, Campaign Monitor
  2. 2. We’ve come a long way, baby
  3. 3. Objective = Consistency
  4. 4. Objective = Optimization
  5. 5. Why have the old rules changed?
  6. 6. [pic of desktop pc]
  7. 7. [lots of people with different phones]
  8. 8. Tablet sales > Notebook sales
  9. 9. 65% Opens on mobile devices
  10. 10. 138%
  11. 11. Ubiquity, unpredictability
  12. 12. All about getting the best result in any email client
  13. 13. Applying the web, to email
  14. 14. Knowing which techniques can be safely used
  15. 15. Knowing your audience
  16. 16. EXAMPLE: PANIC INC
  17. 17. EXAMPLE: DIAMOND RESORTS
  18. 18. CSS3 animation
  19. 19. EXAMPLE: DIAMOND RESORTS
  20. 20. Web fonts
  21. 21. EXAMPLE: PANIC INC
  22. 22. Fixed-position CTA
  23. 23. EXAMPLE: DIAMOND RESORTS
  24. 24. Why use these techniques?
  25. 25. If they see an email that looks bad, they will really see it as a negative in terms of brand perception.“ ”
  26. 26. However...
  27. 27. Marketers are often overly focused on the aesthetic qualities... rather than their impact on the bottom line.“ ”
  28. 28. I paint my 
 own reality.“ ”
  29. 29. The Year of Responsive
  30. 30. We have the technology
  31. 31. EXAMPLE: CAMPAIGN MONITOR
  32. 32. EXAMPLE: MMT DIGITAL
  33. 33. Responsive = Rethinking email
  34. 34. Responsive = Inclusive
  35. 35. Responsive = “On the go”
  36. 36. I expect to see experimentation with templates and messaging that really speaks to a customer on the move.“ ”
  37. 37. Responsive = Selling point
  38. 38. Responsive = Good practices
  39. 39. The average time allocated was only 51 seconds... participants fully read only 19% of newsletters.“ ”
  40. 40. Responsive = Short and sweet
  41. 41. Responsive = Opportunity
  42. 42. Mobile first = Results first
  43. 43. Results are measurable
  44. 44. EXAMPLE: CROCS • +7.7% clicks • +15.67% opens on iPhones
  45. 45. "Our unsubscribe numbers appear to be going down and trackable forwarding of the emails has gone up." EXAMPLE: THE FETCH
  46. 46. One in three
  47. 47. 71% 71%
  48. 48. Clients and brands are embracing the shift
  49. 49. 52% 52%
  50. 50. 89% 56%
  51. 51. Email is the new social
  52. 52. Stand up for your work!
  53. 53. Consistency is dead.
  54. 54. So, what next?
  55. 55. If you’re going through hell, keep going. “ ”
  56. 56. What’s pushing email design forward? Ros Hodgekiss, Campaign Monitor ros@campaignmonitor.com Twitter: @yarrcat ! Slide genius by Canva.com
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