Every e-commerce company sends some sort of emails to their customers, but only a fraction of those messages are pleasing to the eye. My presentation will feature a series of great transactional and promotional emails from leading industry players, in order to help you figure out the key characteristics of winning e-commerce email designs.

1. E-commerce Email Design Trends &
Best Practices

2. Roland
Pokornyik
CEO, Co-founder @
Chamaileon.io
EDMdesigner.com
#husband #dad_of_2 #ceo
#startup #email #saas
#bassguitar

3. Email design trends

4. Interactive
navigation
#hamburger_menu

5. Interactive
sliders
#more_content

6. Interactive
images
#mouse_click
#mouse_hover
#design change

7. Interactive
quizzes
#engagement

8. Interactive
forms
#order
Source: Litmus.com

9. What’s wrong with interactive
emails?

10. Outlooks + Custom coding

11. Replace interactivity with creativity

12. Animated
GIFs
#movement

13. Not every
email client
supports
animated GIFs
#Outlook_2007
#Outlook_2010
#Outlook_2013
Source: Litmus.com

14. Don’t overuse animated GIFs!

15. Personalized
images
#name

16. Countdown
timers
#fomo
Lynda - Selligent case study
+33% CTR, +10% Conversions

17. Shorter
emails
#less_is_more

18. (Visual)
storytelling
#quality_images

19. Customer
generated
content
#real
#instagram

20. Emojis in
subject lines
#;-)

21. Emojis work in almost all email
clients! Source: Litmus.com

22. Don’t overuse emojis!

23. Concise color
usage
#color_palette

24. Contrasting
colors
#attention_to_CTA

25. Bright
backgrounds
#be_brave_with_colors

26. Use fancy
typography
#google_fonts

27. But they won’t
work always
#gmail_hates_google_fonts
#lack_of_support
✓ Aol Mail
✓ Native Android mail
app (not Gmail app)
✓ Apple Mail
✓ iOS Mail
✓ Outlook 2000
✓ Outlook.com app

28. Fallback to
email safe
fonts
#must_have
#fallback_options
✓ Arial
✓ Garamond
✓ Georgia
✓ Helvetica Neue
✓ Lucida
✓ Palatino
✓ Tahoma
✓ Times New Roman
✓ Trebuchet
✓ Verdana

29. Match design
with copy
#harmony
#hand-in-hand

30. Human
centered
copywriting
#copy_matters
#no_seo
#no_marketing_bs

31. ✓ Interactive emails
✓ Animated GIFs
✓ Personalized images
✓ Countdown timers
✓ Less is more
✓ Consumer generated content
✓ Strong imagery
✓ Contrasting colors
✓ Emojis in subject line
✓ Human centered copywriting
Email
Design
Trends
Summary

32. Inspiring one-off
promotional emails

33. Promo -
Animated GIF
#contrasting_colors
#one_CTA
#less_is_more

34. Promo -
Countdown
timer
#one_CTA
#contrasting_colors
#FOMO

35. Promo -
Video in email
#animated_GIF
#static_image
#64%_more_likely_to_buy

36. Promo -
Interactive
email
#super_cool
#custom_code
#high_costs

37. Promo -
Discount
#contrasting_colors
#typography
#death_to_stock

38. Promo -
Coupon
#one_CTA
#less_is_more

39. Giveaway
email
#big_bold_letters
#contrasting_colors
#one_CTA

40. Black friday
email
#on_brand
#no_black
#list_of_products

41. Cyber monday
email
#typography
#huge_text
#lively_colors

42. Father’s day
email
#background_image
#on_brand
#e-gift_card_idea

43. Mother’s day
email
#on_brand
#product_image
#double_CTA

44. New year’s
deal
#typography
#contrasting_colors
#custom_image

45. Emails every e-commerce
email funnel should include

46. Sign up /
Welcome email
#short
#don’t_be_pushy

47. Sign up /
Welcome email
#short
#don’t_be_pushy
50-86% average open rate
74.4% expect a
welcome email
+320% revenue

48. Product
discovery email
#personalized_offer
#lively_colors
#typography

49. Featured
product email
#less_targeted
#menly_color_theme
#custom_image
#multiple_CTA

50. Abandoned
cart email
#FOMO
#contrasting_colors
Benchmarks
#41%_open_rate
#9.5%_click_rate

51. Out of stock
email
#timely
#directs_attention
#redirect_to_online_store

52. Order
confirmation
email
#less_is_more
#survey_CTA

53. Shipping
confirmation
email
#animated_GIF
#contrasting_colors
#custom_image

54. Ask for a
review
#incentive
#too_many_links

55. Customer
survey
#typography
#background_image
#ghost_button

56. Thank you
email
#FOMO
#discount
#lively_colors

57. ✓ Welcome email
✓ Product promotion email
✓ Abandoned cart email
✓ Out of stock email
✓ Order confirmation email
✓ Shipping confirmation email
✓ Ask for a review
✓ Customer survey
✓ Thank you email
Most
Common
E-commerce
Emails

58. Speed up your email design
process with Chamaileon.io
bit.ly/chamaileon
roland@chamaileon.io, +36-70-608-4433
Thanks for listening!