Justine Jordan WistiaFest 2015 - The Hidden Talents of Email

•

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Kristen Craft

Justine Jordan from WistiaFest 2015

Marketing

…an email critic,
cat lover, and
explain-a-holic…

“…the following vehicle has been reported towed…”

(This actually happened to @lozzzytweets )

BORED.
SEND ME ANOTHER SALE,WHY DON’TYOU?

Thanks, Email! :)
Pageviews
Twitter mentions

FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
SUBSCRIBER EXPERIENCE

Email
<table>
<td>
<td>
px
style=“font-face”
bgcolor
padding
Web
<div>
<h1>
<p>
em
<style>
background-color
margin

Use this
#ﬀﬀﬀ
bgcolor
individual properties
width=“100”
<b>
px
align=“left”
Not this
#ﬀf or rgb
background-color
shorthand
width:100px
<strong>
em
text-align:left

Gmail strips CSS from the <head>
worst case scenario: whoa

<td style=“…”>
<a style=“…”>
<img style=“…”>
<span style=“…”>✔
Inlining Styles for Email

You can’t say “responsive
email works on an iPhone.”
When clients say “it looks
like crap on my Android.”
You should ask “what email
app are you using?”
Device ≠ App

“It was an unseasonably warm
summer night, and 14-year-old
Grace was rushing down the
narrow and secluded path from
her village to Lake Victoria.”
TELLING A STORY

“Humans want to connect
with real people.
Aarron Walter

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Justine Jordan WistiaFest 2015 - The Hidden Talents of Email

2. @meladorri @litmusapp

3. …an email critic, cat lover, and explain-a-holic…

5. litmus ®

6. I’VE SENT A LOT OF EMAIL.

7. ABOUT EMAIL.

8. TO EMAIL MARKETERS.

9. #SOMETA

10. #THEFEAR

11.

12.

13. “…the following vehicle has been reported towed…”

14. <no-reply@cityofboston.gov>

15.

16.

17. YOUR CAR!

18. (This actually happened to @lozzzytweets )

19.

20.

21.

22.

23.

24.

25.

26.

27.

28.

29.

30.

31.

32. BORED. SEND ME ANOTHER SALE,WHY DON’TYOU?

33.

34.

35. EMAIL IS NOT

36.

37. EMAIL IS NOT

38.

39.

40. EMAIL’S

41. DIRECT QUANTITATIVE REAL-TIME

42.

43.

44. Thanks, Email! :) Pageviews Twitter mentions

45. EMAIL IS A unique MEDIUM

46.

47. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE SUBSCRIBER EXPERIENCE

48. Email <table> <td> <td> px style=“font-face” bgcolor padding Web <div> <h1> <p> em <style> background-color margin

49. Use this #ffffff bgcolor individual properties width=“100” <b> px align=“left” Not this #fff or rgb background-color shorthand width:100px <strong> em text-align:left

50. <h1> <p> <img> <button> ✘

51. <td> <td> <td> <td> ✔

52. 43%of users view email with images oﬀ

53.

54. Styled ALT text

55.

56. Gmail strips CSS from the <head> worst case scenario: whoa

57. <td style=“…”> <a style=“…”> <img style=“…”> <span style=“…”>✔ Inlining Styles for Email

58. You can’t say “responsive email works on an iPhone.” When clients say “it looks like crap on my Android.” You should ask “what email app are you using?” Device ≠ App

59. EMAIL IS A personal MEDIUM

60.

61.

62.

63.

64. EMAIL IS A 1-to-1 MEDIUM

65.

66. #TEDC14 BRENDAN SCHWARTZ

67. CREDIT DEBIT

68. EMAIL communicates

69.

70.

71. “It was an unseasonably warm summer night, and 14-year-old Grace was rushing down the narrow and secluded path from her village to Lake Victoria.” TELLING A STORY

72. EMAIL entertains

73.

74.

75. EMAIL IS useful

76.

77.

78. EMAIL IS responsive

79.

80.

81. EMAIL IS interactive

82.

83.