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The State of Email 2016 - Year in Review

To understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 900 marketers worldwide. Those extensive results powered our State of Email research series. In this presentation, we share the most interesting and actionable insights from that research series.

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The State of Email 2016 - Year in Review

  1. 1. 2016 The State of Email @ChadSWhite @LitmusApp #LitmusLive Email Marketing Insights on Design, Production, & Salaries
  2. 2. Litmus surveyed more than 900 marketers about how they design, create, approve, and send email campaigns—plus how much they were paid. @ChadSWhite @LitmusApp #LitmusLive
  3. 3. Over the next 45 minutes, we’ll share actionable tips from…
  4. 4. Chad White • Research Director at Litmus • Author of Email Marketing Rules • Written over 3,000 posts and articles on email marketing • Quoted in over 100 publications, including The New York Times and The Wall Street Journal @ChadSWhite @LitmusApp #LitmusLive
  5. 5. The State of Email DESIGN @ChadSWhite @LitmusApp #LitmusLive
  6. 6. Must-Subscribe Brands @ChadSWhite @LitmusApp #LitmusLive
  7. 7. Retina-Optimized Images @ChadSWhite @LitmusApp #LitmusLive
  8. 8. This became an issue when Apple introduced the iPhone 4 in 2010, which had a Retina screen with four times the pixel density of previous screens. Now high- DPI screens are everywhere. @ChadSWhite @LitmusApp #LitmusLive
  9. 9. @ChadSWhite @LitmusApp #LitmusLive
  10. 10. One downside is that images become heavy. Consider compressing your images with ImageOptim, Compressor.io, JPEGmini, TinyPNG, Kraken, or Pied Piper. @ChadSWhite @LitmusApp #LitmusLive
  11. 11. ALT Text @ChadSWhite @LitmusApp #LitmusLive
  12. 12. Despite Gmail now enabling images in email by default, image blocking is still common. ALT text allows text to be displayed when an image is not. @ChadSWhite @LitmusApp #LitmusLive
  13. 13. @ChadSWhite @LitmusApp #LitmusLive Without ALT text:
  14. 14. @ChadSWhite @LitmusApp #LitmusLive With ALT text:
  15. 15. @chadswhite @LitmusApp
  16. 16. @ChadSWhite @LitmusApp #LitmusLive With Styled ALT text:
  17. 17. @ChadSWhite @LitmusApp #LitmusLive Font properties supported in clients displaying styled ALT text: • font-family • font-size • font-weight • color • font-style
  18. 18. #LitmusLive Images on Images off
  19. 19. Preview Text @ChadSWhite @LitmusApp #LitmusLive
  20. 20. @ChadSWhite @LitmusApp #LitmusLive
  21. 21. Use preview text like a “second subject line” to support and extend your subject line. @ChadSWhite @LitmusApp #LitmusLive
  22. 22. @ChadSWhite @LitmusApp #LitmusLive
  23. 23. @ChadSWhite @LitmusApp #LitmusLive
  24. 24. Responsive Design @ChadSWhite @LitmusApp #LitmusLive
  25. 25. @ChadSWhite @LitmusApp #LitmusLive
  26. 26. Mobile-friendly design techniques: 1. Mobile-Aware Design uses basic coding techniques to create a single email rendering that’s suitable for a range of screen sizes, but is deferential to smartphones @ChadSWhite @LitmusApp #LitmusLive
  27. 27. Mobile-friendly design techniques: 2. Responsive Design uses media queries and other progressive enhancement techniques to control the formatting, layout, and display of email content depending on the subscriber’s screen size @ChadSWhite @LitmusApp #LitmusLive
  28. 28. @ChadSWhite @LitmusApp #LitmusLive
  29. 29. @ChadSWhite @LitmusApp #LitmusLive
  30. 30. All of the growth in email mobile-friendliness was the result of growing use of mobile-aware and responsive-aware design. @ChadSWhite @LitmusApp #LitmusLive
  31. 31. Responsive-Aware Email Design @ChadSWhite @LitmusApp #LitmusLive
  32. 32. The growth in mobile-aware and responsive-aware shows that marketers are focusing on production efficiency. @ChadSWhite @LitmusApp #LitmusLive
  33. 33. Animated Gifs @ChadSWhite @LitmusApp #LitmusLive
  34. 34. Animated gifs are the most common way to add motion to an email because most email clients support them. @ChadSWhite @LitmusApp #LitmusLive
  35. 35. @ChadSWhite @LitmusApp #LitmusLive
  36. 36. Animated gifs can… 1. Catch the eye and add intrigue 2. Entertain and add humor 3. Draw attention to primary CTA 4. Highlight assortments or product options 5. Demonstrate how a product works @ChadSWhite @LitmusApp #LitmusLive
  37. 37. @ChadSWhite @LitmusApp #LitmusLive
  38. 38. Animated gifs can also… 1. Distract subscribers 2. Slow email load times So… 1. Don’t use too many close together 2. Associate them with key CTAs @ChadSWhite @LitmusApp #LitmusLive
  39. 39. The State of Email PRODUCTION @ChadSWhite @LitmusApp #LitmusLive
  40. 40. Content Planning @ChadSWhite @LitmusApp #LitmusLive
  41. 41. @ChadSWhite @LitmusApp #LitmusLive
  42. 42. @ChadSWhite @LitmusApp #LitmusLive
  43. 43. Without proper planning, it’s difficult to… 1. Ramp up email production volume for peak seasons 2. Plan sophisticated one-off emails 3. Make seasonal updates to templates and triggered emails @ChadSWhite @LitmusApp #LitmusLive
  44. 44. The vast majority of marketers are planning their email campaign calendar using… 1. Google and Microsoft suites 2. Basecamp 3. Trello @ChadSWhite @LitmusApp #LitmusLive
  45. 45. Checklists @ChadSWhite @LitmusApp #LitmusLive
  46. 46. Avoidable failures are common and persistent, not to mention demoralizing and frustrating, across many fields… And the reason is increasingly evident: @ChadSWhite @LitmusApp #LitmusLive
  47. 47. The volume and complexity of what we know has exceeded our individual ability to deliver its benefits correctly, safely, or reliably. @ChadSWhite @LitmusApp #LitmusLive
  48. 48. @ChadSWhite @LitmusApp #LitmusLive
  49. 49. Pre-send Checklist: Do you have… 1. Right send date? 2. Right list or trigger logic? 3. Right sender name and subject line? 4. Right rendering and functionality? 5. Right personalization and defaults? 6. Right landing pages? @ChadSWhite @LitmusApp #LitmusLive
  50. 50. The State of Email Mistakes Better known as… Many Email Marketing Mistakes Going Undetected @ChadSWhite @LitmusApp #LitmusLive
  51. 51. Apology Emails @ChadSWhite @LitmusApp #LitmusLive
  52. 52. @ChadSWhite @LitmusApp #LitmusLive
  53. 53. @ChadSWhite @LitmusApp #LitmusLive
  54. 54. @ChadSWhite @LitmusApp #LitmusLive
  55. 55. So while it seems that half of brands are successfully avoiding errors, unfortunately it’s far more likely that they’re just not able to successfully detect their mistakes. @ChadSWhite @LitmusApp #LitmusLive
  56. 56. @ChadSWhite @LitmusApp #LitmusLive
  57. 57. @ChadSWhite @LitmusApp #LitmusLive
  58. 58. The State of Email AGENCIES @ChadSWhite @LitmusApp #LitmusLive
  59. 59. @ChadSWhite @LitmusApp #LitmusLive
  60. 60. @ChadSWhite @LitmusApp #LitmusLive
  61. 61. @ChadSWhite @LitmusApp #LitmusLive
  62. 62. Agencies invest significantly more in every aspect of email creation, spending more time and achieving greater efficiencies through technology. @ChadSWhite @LitmusApp #LitmusLive
  63. 63. The State of Email SALARIES & JOBS @ChadSWhite @LitmusApp #LitmusLive
  64. 64. @ChadSWhite @LitmusApp #LitmusLive
  65. 65. @ChadSWhite @LitmusApp #LitmusLive
  66. 66. Put that all together, and the easiest way to identify companies that value email marketing is to look for complexity. @ChadSWhite @LitmusApp #LitmusLive
  67. 67. Marketers should consider those factors when evaluating jobs, and brands should ask themselves if they’re sending the right cues to potential email marketing employees. @ChadSWhite @LitmusApp #LitmusLive
  68. 68. Before I get to your questions… @ChadSWhite @LitmusApp #LitmusLive
  69. 69. Please participate in our 2017 State of Email Survey: surveymonkey.com/r/StateOfEmail2017 @ChadSWhite @LitmusApp #LitmusLive 1. You will help power another year of research-driven insights from Litmus.
  70. 70. Please participate in our 2017 State of Email Survey: surveymonkey.com/r/StateOfEmail2017 @ChadSWhite @LitmusApp #LitmusLive 2. You’ll uncover new opportunities for improvements in your email program.
  71. 71. Please participate in our 2017 State of Email Survey: surveymonkey.com/r/StateOfEmail2017 @ChadSWhite @LitmusApp #LitmusLive 3. You’ll may win to win a ticket to TEDC or a Mystery Litmus Swag Pack!
  72. 72. Questions?
  73. 73. Thank You! @ChadSWhite @LitmusApp #LitmusLive

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To understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 900 marketers worldwide. Those extensive results powered our State of Email research series. In this presentation, we share the most interesting and actionable insights from that research series.

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