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Webinar: State of Email 2017

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In this webinar, we’ll share our findings and advice from the 2017 State of Email so you can arm yourself and your team with knowledge to navigate these changes and build email campaigns that surprise, delight, and ultimately, convert.

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Webinar: State of Email 2017

  1. 1. THE STATE OF EMAIL 2017 A comprehensive look at the data, trends, and innovations to build successful email programs in 2017.
  2. 2. Welcome to the Litmus State of Email Webinar! We’ll start in just a few minutes. In the meantime, some housekeeping: •Yes, this webinar will be recorded. You should expect to see a recap and recording on our blog in about a week or so. •Ask your questions in the chat window. Any questions we don’t get to in the time allotted we’ll answer on our recap blog post. •Want to share what you’re learning on social? Join the conversation with #LitmusLive. hello@litmus.com | @litmusapp
  3. 3. The State of Email 2017 hello@litmus.com | @litmusapp In this webinar, we’ll share our findings and advice from the State of Email 2017 so you can arm yourself and your team with knowledge to navigate industry changes and build email campaigns that surprise, delight, and ultimately, convert.
  4. 4. hello@litmus.com | @litmusapp Kayla Lewkowicz Marketing Coordinator @kllewkow Kevin Mandeville Product Manager @KevinMandeville Chad S. White Research Director @Chadswhite Meet your presenters
  5. 5. Who are we, anyway? hello@litmus.com | @litmusapp Litmus’ web-based software works with your existing email service provider to give you better visibility into subscriber experience problems—and easily fix them. Email Previews in 70+ clients Builder, our email HTML editor Spam Testing in 20+ filters Checklist for quality assurance Email Analytics for new insights
  6. 6. THE STATE OF EMAIL 2017 A comprehensive look at the data, trends, and innovations to build successful email programs in 2017.
  7. 7. When email clients change support without warning, your brand perception is at risk.
  8. 8. hello@litmus.com | @litmusapp The email client ecosystem continues to be fragmented and dynamic, and email clients can drop and add support for critical email elements without warning.
  9. 9. iOS 10 • Screen sizes for iPhone 7 and 7 Plus remain the same, so no need to adjust media queries • Re-establishes support for HTML5 video • Does not support <iframe> tag or fixed positioning • Freedom to delete pre-installed apps • Adds list-unsubscribe hello@litmus.com | @litmusapp
  10. 10. Gmail hello@litmus.com | @litmusapp • Now supports media queries, enabling responsive design • Support for display: none, which allows you to hide specific parts of your email • Say goodbye to CSS inlining • Note: IMAP and POP accounts in Gmail are not the same
  11. 11. hello@litmus.com | @litmusapp What do these changes mean for email programs?
  12. 12. The first step to conversion: Reaching the inbox.
  13. 13. hello@litmus.com | @litmusapp
  14. 14. Consumer’s definition of spam is changing hello@litmus.com | @litmusapp
  15. 15. hello@litmus.com | @litmusapp How can brands adjust to this new definition of spam?
  16. 16. To avoid spam complaints and unsubscribes: • Improve your permissioning to ensure that the consent to opt-in to your email program is strong • Send relevant emails at a good cadence • Create mobile-friendly emails and landing page experiences • Make opting out easy to avoid frustrating subscribers • Don’t email subscribers who have just had poor customer experiences • Stay relevant by maintaining your subscriber’s interest hello@litmus.com | @litmusapp
  17. 17. Surprising and delighting your subscribers is quickly becoming table-stakes for email programs.
  18. 18. hello@litmus.com | @litmusapp
  19. 19. hello@litmus.com | @litmusapp Interactivity is an action taken in an email that triggers an event within the same email. Examples include in-email surveys or quizzes, in-email purchases, or even a Minesweeper game.
  20. 20. Case Study: Litmus Live 2017 Interactive Emails hello@litmus.com | @litmusapp
  21. 21. hello@litmus.com | @litmusapp Gamification is using game mechanics in your email to make something fun and engaging. Examples include choose your own adventure, mystery or dynamic promotional codes, or full- blown scavenger hunts.
  22. 22. Case Study: Litmus Live 2016 Gamification hello@litmus.com | @litmusapp Why gamify? • We had something special to announce • We had a highly engaged audience who were eager to participate • We wanted to inspire and delight with design and functionality • Beneficial for us…and our subscribers
  23. 23. hello@litmus.com | @litmusapp What are the biggest email trends for 2017?
  24. 24. To be able to meet all of these subscriber expectations and navigate the changing email landscape, you must streamline your workflow.
  25. 25. hello@litmus.com | @litmusapp
  26. 26. hello@litmus.com | @litmusapp
  27. 27. Successful email programs are more likely to: hello@litmus.com | @litmusapp • Use Emmet • Use Snippets and Partials • Use a framework or template • Use a static site generator • Use task runners • Use preprocessors • Use Litmus for quality assurance
  28. 28. hello@litmus.com | @litmusapp What are the key ways email marketers can streamline their workflow?
  29. 29. THE STATE OF EMAIL 2017 A comprehensive look at the data, trends, and innovations to build successful email programs in 2017.
  30. 30. Questions?

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