This document discusses best practices for creating slide decks for mobile devices. It recommends using a one-column layout, ensuring sufficient color contrast between text and backgrounds, using image sizes of at least 13px for body text, and considering how elements will shift for mobile. It also provides examples from companies that utilize techniques like alt text descriptions and color blocking to recreate images on mobile.
46. • Contrast – carefully consider your
color choices to ensure the text and
images stand out properly against
the background.
• Avoid reversing out small text on a
dark background.
• Text Size – 13px for body copy. No
pinching = 15-16px (depending on
font) and preview it on your mobile
device.
47. • Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your message.
• Layout – One-column layout works
best for mobile. If you have a multi-
column layout, plan how elements
shift or stack.
77. Business Goal: OnlineShoes
seeks to mirror this “in-store”
experience through relevant
product recommendation
through out their site
Increased Revenue Per
Session By:
10.1%
Solution:
• Personalized Landing Pages –
populated based on Google search
terms
• Leverage Business Rules. Ex:
Cross-sell accessories only on cart
page
• Created a new recommendation
scenario on out-of-stock product
pages to recommend similar
products
78. Transactional Recommendations
When transactional messages are
personalized, sales conversion rates
can increase up to 25%
Typical transactional emails are
opened between 70%-80% of the
time, providing an excellent
opportunity to engage your loyal
customers.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89. Consumers are suspicious of
first-name personalization in
subject lines. Open rates are
lower when it’s used as are
click rates.
90.
91.
92. Lenovo, welcome email
Kyle, thank you for signing up. Enjoy your
exclusive Lenovo offer.
Michael’s, progressive profiling email —
Kyle, isn't it time we got to know each other?
Olive Garden, birthday email —
Kyle, go celebrate your birthday with a free
app or dessert!
ThinkGeek, 5/17/13 — Kyle, I am your father
93. Helzberg created 60,000 unique animated gifs
to target each of their subscribers by name
with charms. The subject line was not
personalized.
130. When you start to farm and not
HUNT for new customers.
You’ll harvest them for life.
131. Your marketing should be
tailored first and foremost to your
current customers and
employees.
Editor's Notes
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“Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
The email clients that block images by default have been struck through, but it’s changing all the time.
The email clients that block images by default have been struck through, but it’s changing all the time.
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This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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Local Moments!Anywhere, anytime, anyhow is the new mantra. Sending consumers easy to action messages on their mobile devices can create exciting “right now” opportunities for brands to engage with their customers.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
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emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.