Secrets to Email Creative Success in a ‘Mocialized’ World

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Secrets to Email Creative Success in a ‘Mocialized’ World

  1. 1. Secrets to Email Creative Successin a ‘Mocialized’ WorldJay Jhun | Email Services Director | Engauge November 30, 2011
  2. 2. About me @engauge @emailrocks
  3. 3. ‘Mocial’[ © 2010 @lorenmcdonald ]
  4. 4. Mobile+ Social+ Local
  5. 5. Great email creative is not …• an advertising/direct mail piece repurposed for email
  6. 6. a matter ofimitation
  7. 7. Smell like a man, man. or hastily done“Hello, ladies, look at your man, now back to me, now back at yourman, now back to me. Sadly, he isn’t me, but if he stopped usingladies scented body wash and switched to Old Spice, he couldsmell like he’s me. Look down, back up, where are you? You’re on aboat with the man your man could smell like. What’s in your hand,back at me. I have it, it’s an oyster with two tickets to that thingyou love. Look again, the tickets are now diamonds. Anything ispossible when your man smells like Old Spice and not a lady. I’mon a horse.”
  8. 8. a flyerdoes notan emailmake
  9. 9. Great email creative is not …• an advertising/direct mail piece repurposed for email• just about looking great• about telling your audience about everything that is on your mind at once• the solution to declining engagement
  10. 10. successful email creative requiresTechnology CreativityAnalytics BrandingRequirements Content
  11. 11. successful email creative requiresTechnology CreativityAnalytics BrandingRequirements Content
  12. 12. do the math
  13. 13. analyze your existing emails Snapshot of Silverpop reporting dashboard
  14. 14. the US smartphone populationPlatform % of US Market 3Google 44.8%Apple 27.4%RIM 18.9%Microsoft 5.6%Symbian 1.8%Source(s): 3. comScore MobiLens, Sept. 2011
  15. 15. do you have a mobile audience?Web analytics, user agent detection,surveys and preference centers canhelp you decide.
  16. 16. the US smartphone population vs. yours• US Population (Ages 15 – 74) 228 Million 1• %age of Adults Who Own Smartphones 35% 2• US Population w/ Smartphones 80 Million• %age who use Smartphones for Email 87% 2• US Population who use Smartphones for Email 69 Million Sources: 1. U.S. Census Bureau, Statistical Abstract of the United States: 2012; 2. Pew Research Center Report 7/11/2011;
  17. 17. the US smartphone population vs. yours• US Population (Ages 15 – 74) 228 Million 1• %age of Adults Who Own Smartphones 35% 2• US Population w/ Smartphones 80 Million• %age who use Smartphones for Email 87% 2• US Population who use Smartphones for Email 69 Million Sources: 1. U.S. Census Bureau, Statistical Abstract of the United States: 2012; 2. Pew Research Center Report 7/11/2011;
  18. 18. there are no mobile email standards!OS Preview HTML* Images* Alt text Scale Enlarge text fontsAndroid 2.2 ✗ ✓ ✗ ✓ ✗ ✓ ‡Blackberry ✗ ◐ ◐ ✗ ✗ ✓iOS 4.x ✓ ✓ ✓ -- ✓ ✓ ‡Symbian ✗ ✓ ✗ ✗ ✗ ✓ ‡Windows Phone 7 ✓ ✓ ✗ ✗ ✗ ✓*HTML or images enabled by default◐ Blackberry HTML email may be enabled, but is not on by default in 4.5/5. The ability to download images automatically is anoption. Blackberry 6 has webkit support and displays HTML email by default, but a prompt appears to download external images‡ inconsistent wrapping and scaling of text
  19. 19. Device Screen 2011 Resolution Estimated Tablets Market Share Apple iPad 1024 x 768 65% Samsung Galaxy Tab 1280 x 800 10.1 8% Samsung Galaxy Tab 1024 x 600 7.0 Plus Amazon Kindle Fire 1024 x 600 3% Other Multiple 7%Source: Company Reports and Canaccord Genuity Estimates
  20. 20. Portrait Pixels Landscape PixelsScaled Width 716-736 px Scaled Width 704 pxHeading Stuff 227 px Heading Stuff 227 px‘The Fold’ 797 px ‘The Fold’ 541 px Folder Rail 320 px
  21. 21. successful email creative requiresTechnology CreativityAnalytics BrandingRequirements Content
  22. 22. Great email creative is …
  23. 23. Subject Line:Introducing the Wireless Solar Keyboard K750 for Mac® simple
  24. 24. Subject Line:Get Your Smokin Hot Deal from Sonnys simple
  25. 25. Subject Line:Get UPS on the Go intentional
  26. 26. Subject Line:Welcome to Rachael Ray Nutrish relational
  27. 27. Subject Line:AutoTrader.com is coming to Washington D.C. valuable
  28. 28. Subject Line:Champion Is Giving Away Up To $100K In Race Sponsorships valuable
  29. 29. flexible
  30. 30. flexible
  31. 31. anchored by a great subject line
  32. 32. to wrap it all up …
  33. 33. The big secret is no secret at all• Use both sides of your brain to marry technology and creativity• GOOD NEWS! The same best-practices apply to email in a ‘mocial’ world!
  34. 34. The big secret is no secret at all Understand your audience and their email behaviors Make sure your emails are • simple • intentional • relational • valuable • flexible • anchored by a great subject line
  35. 35. extras: HTML5 / video tags
  36. 36. extras: resources• 14 Things to Completely Rethink about Email Marketing in 2011 Engauge Presentation | March 2011• Email Design Approaches That Work for All Devices 2011 Silverpop Client Summit | Justine Jordan & Jay Jhun
  37. 37. Thank you!Jay JhunEmail Services Directorjjhun@engauge.com | @emailrockshttp://emailrocks.tumblr.comEngaugehttp://www.engauge.com

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