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MIMA Summit: Design for Your Subscribers


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Presentation by Justine Jordan at 2010 MIMA Summit

Published in: Design

MIMA Summit: Design for Your Subscribers

  1. 1. DESIGN FOR YOUR SUBSCRIBERSUse #MIMAET for questions, comments & conversation!<br />
  2. 2. MEET: JUSTINE JORDAN<br />@meladorri<br />@ETDesign<br />#MIMAET<br />Responsible for managing ExactTarget’sDesign Solutions team<br />Dedicated to producing performance-driven emails that deliver real business results<br />Experience in design, brand strategy, user experience<br />
  3. 3. LET’S TALK ABOUT…<br />Subscriber Experience<br />Performance-Driven Design<br />Code Matters<br />The Mobile Inbox<br />Landing Pages<br />Test, test, TEST!<br />Q&A/Group Exercise<br />Resources<br />
  4. 4. WHY DOES DESIGN MATTER?<br />Design is the visualization of a business plan. More than a pretty picture, great design requires an actionable plan and measureable goals. <br />Design should acknowledge the subscriber experience.Put yourself in your subscriber’s shoes and understand how they will interact with your communications.<br />Design and technology are seamlessly integrated.Emails should be designed and coded to display properly in the various ways a subscriber will view it. A comprehensive testing strategy is essential to ensure success.<br />
  5. 5. SUBSCRIBER EXPERIENCE<br />Consider the entire subscriber experience – from first impression to final click.<br />Each individual phase influences the decision to open and engage with your email.<br />Your email design is experienced in stages – not as a static page.<br />FROM NAME<br />SUBJECT LINE<br />PREVIEW PANE<br />ABOVE THE FOLD<br />COMPLETE EMAIL<br />CLICK THROUGH<br />
  6. 6. It all begins with theFrom Name – <br />73% of subscribers click “Report Spam” or “Report Junk” based on this field.<br />*Email Sender and Provider Coalition<br />FROM NAME<br />IS YOUR FROM <br />NAME EASILY <br />RECOGNIZABLE?<br />
  7. 7. SUBJECT LINE<br />69% of subscribers click “Report Spam” or “Report Junk” based on this line.*<br />IS YOUR SUBJECT<br /> LINE RELEVANT <br />AND INTERESTING?<br />*Email Sender and Provider Coalition<br />
  8. 8. SUBJECT LINE<br />69% of subscribers click “Report Spam” or “Report Junk” based on this line.*<br />IS YOUR SUBJECT<br /> LINE RELEVANT <br />AND INTERESTING?<br />
  9. 9. Images are disabled by default more than 50% of the time.Isyourkey message visible, relevant and enticing in this space?<br />PREVIEW PANE: IMAGES OFF<br />WHAT IS YOUR <br />EMAIL SAYING<br /> WITH IMAGES OFF?<br />
  10. 10. PREVIEW PANE: IMAGES ON<br />What’s your open rate? Only subscribers that turn images on trigger an open.Are you giving them a reason to keep reading? <br />AVERAGE PREVIEW<br />PANE DIMENSIONS:<br />300px by 300px<br />
  11. 11. PREVIEW PANE & IMAGE BLOCKING<br />Hotmail - Images Off<br />Hotmail – Images On<br />
  12. 12. PREVIEW PANE & IMAGE BLOCKING<br />Hotmail - Images Off<br />Hotmail – Images On<br />
  13. 13. ABOVE THE FOLD<br />Does your content above the fold provide motivation to respond? Are you persuading subscribers to scroll?<br />DON’T CRAM<br />EVERYTHING<br />ABOVE THE FOLD…<br />INTRODUCE CONTENT<br />ABOVE THE FOLD<br />
  14. 14. COMPLETE EMAIL<br />Seconds – not minutes – to view an entire email<br />Only 11%* of those who open will scroll below the fold!<br />EVEN IN THIS VIEW<br />THE ENTIRE EMAIL IS NOT ONSCREEN AT ONCE<br />*The Nielsen Norman Group<br />
  15. 15. Subscriber experience doesn’t end with the inbox<br />CLICK THROUGH<br />Don’t ignore the transition to your website, landing page, or other marketing collateral. <br />Ensure the products in your email are available on your site - better yet, map the individual products from the email to a product page.<br />“…A well-designed email means nothing if the landing pages don’t work well.” – Chad White<br />
  16. 16. CONSIDER THE SUBSCRIBER EXPERIENCE<br />Is this the message you want to convey?<br />
  17. 17. Brand Synergy • Content Hierarchy•Visual Hierarchy Engagement Techniques • Rendering Results •Tested Quality<br />PERFORMANCE DRIVEN DESIGN<br />
  18. 18. Website<br />Email<br />Visual recognition of the brand across all media channels creates a seamless brand experience, creating trust to engage and transact.<br />BRAND SYNERGY<br />
  19. 19. Wireframe<br />Preview Pane<br />Above the Fold<br />Create a content hierarchy, arranging each content element (text and/or image) and associated call to action with appropriate weight.<br />CONTENT HIERARCHY<br />
  20. 20. Headlines utilizing size and color hierarchy<br />Secondary calls-to-action<br />Primary call-to-action<br />Maximize response by creating a visual hierarchy, using design techniques to guide the subscriber's eye through your email based on the content hierarchy.<br />VISUAL HIERARCHY<br />“Quick Bites” or summaries<br />
  21. 21. Preheader Teaser Text <br />Forward to a Colleague<br />In This Issue<br />Read More Link<br />Subscriber Q&A<br />Lifestyle Imagery<br />Use of Background Color<br />Link to External Video<br />Recovery Module<br />Use design techniques to engage the subscriber through a mix of emotive and rational imagery and content. Smart use of images, borders, buttons, links, charts, colored backgrounds, etc.should be applied and tested.<br />ENGAGEMENT TECHNIQUES<br />
  22. 22. Optimized Design<br />Non-optimized Design<br />Main call-to-action in prime placement <br />HTML text in <br />web safe fonts <br />If an email is created primarily with images,<br />it will not display effectively when images are blocked.<br />Designed with image-blocking and preview pane viewing in mind.<br />Ensure your design efforts are viewed as intended once they hit the inbox. Emails that are created with the subscriber experience in mind will have a greater chance of success.<br />RENDERING RESULTS<br />
  23. 23. Only comprehensive testing will validate successful rendering of design and ensure functional performance prior to sending to the subscriber inbox.<br />TESTED QUALITY<br />
  24. 24. CODE MATTERS!<br />HTML for email is different than HTML for the web<br />Modern web design utilizes CSS (cascading style sheets) for layout. However, due to inconsistent CSS support, HTML tables must be used for email layout. CODE LIKE IT’S 1999!<br />No standards exist for displaying HTML in email.<br />Proper syntax still counts – use a validator to check for general errors.<br />Beware of:<br />Forms, surveys, search bars<br />Javascript<br />Video/flash<br />Animated .gifs<br />Background images<br />
  25. 25. THE MOBILE INBOX<br />Email accounts for 42% of mobile internet time<br />30% of users are reading and replying to email on their smartphones<br />More than 90% of users access the same account on their mobile device + their desktop PC<br />
  26. 26. THE MOBILE INBOX<br />There are no standards in place for displaying emails on smartphones<br />(sound familiar?)<br />
  27. 27. THE MOBILE INBOX<br />MOBILE AWARE<br />Maximizing desktop experience and ensuring a functional mobile experience<br />MOBILE OPTIMIZED<br />Maximizing mobile email experience without sacrificing desktop experience<br />ENABLED DEVICES<br />iPhone, iPad, Android, Pre<br />Probably render just fine<br />LIMITED DEVICES<br />I’m looking at you, Blackberry<br />May need special consideration for a positive experience<br />
  28. 28. THE MOBILE INBOX<br />
  29. 29. THE MOBILE INBOX<br />
  30. 30. THE MOBILE INBOX<br />
  31. 31. THE MOBILE INBOX<br />
  32. 32. THE MOBILE INBOX<br />
  33. 33. THE MOBILE INBOX<br />Discover YOUR audience<br />Litmus Email Analytics is a great start<br />
  34. 34. THE MOBILE INBOX<br />Maximize subject lines and preheaders<br />Don’t worry about specific devices<br />Mobile optimized campaigns require special planning!<br />Include short, direct, clear copy & calls-to-action<br />Think skinny + single column (320px)<br />Larger text (18-22px) and “easy to press” buttons (about 0.4 inches)<br />Don’t downgrade the desktop experience. Design for the majority of your users.<br />
  35. 35. LANDING PAGE TIPS<br />Leverage web analytics to design for your audience<br />Monitor Resolution, Browser, User behavior<br />
  36. 36. LANDING PAGE TIPS<br />Continuity – graphics, offers, headlines, imagery, data<br />Set expectations, and follow through accordingly<br />Keep forms simple<br />Honest, clear, concise copy – use bullets!<br />Avoid extra elements (navigation, sidebars, images…)<br />Don’t be afraid to re-state value<br />Use seals!<br />Same rules of email apply to landing pages<br />
  37. 37. IS THIS A POSITIVE SUBSCRIBER EXPERIENCE?<br />Email with “Download Now” call to action<br />Above the fold view<br />
  38. 38. IS THIS A POSITIVE SUBSCRIBER EXPERIENCE?<br />Cluttered landing page<br />Lots of irrelevant content<br />Where’s the download?<br /><ul><li>$99?!
  39. 39. Did the landing page meet the expectations that the email set up?
  40. 40. Did you build my trust as a subscriber? </li></li></ul><li>Subject Lines<br />Sender Lines<br />Personalization<br />List Segmentation<br />Greeting Text—Content<br />Greeting Text—Style<br />Body Text—Content<br />Body Text—Style <br />Closing Text—Content <br />Closing Text—Style <br />11. Images<br />12. Offer / Promotions<br />13. Response Buttons<br />14. Day / Time Sent<br />15. Color <br />16. Coupons<br />17. Pricing <br />18. Free Trial <br />19 HTML vs. Text-Only<br />20. Unsubscribe<br />21. Taglines<br />22. Creative<br />23. Press mentions <br />24. Store Locations<br />25. Phone Numbers<br />26. Animations <br />27. Charts<br />28. Strikeouts <br />29. Signatures<br />30. Testimonials<br />31. Celebrities<br />32. Polls / Surveys<br />33. Call to Action<br />34. Sound<br />35. Numbering<br />36. Themes<br />37. Discounts<br />38. Refer a Friend<br />39. Click to Talk<br />40. Email Sign-up<br /> 100s of Potential “Success Factors”<br />TEST, TEST, TEST!<br />Insights gained from testing may be applied to ALL Marketing Channels <br />(TV, Radio, Print, Tradeshows, Web, Email & Search)<br />
  42. 42. PIER 1 IMPORTS<br />
  43. 43. DESIGN “A”<br />
  44. 44. DESIGN “B”<br />
  45. 45. DESIGN “C”<br />
  46. 46. DESIGN “C”<br />DESIGN “A”<br />DESIGN “B”<br />WHICH DESIGN PERFORMED THE BEST?<br />
  47. 47. PIER 1 RESULTS<br />MEASURES: CTR of Delivered Emails<br /> Unsubscribe Rate<br /> Sales Generated by Subscribers<br />WINNER: Generated 86% More Clicks Than Other Competitors<br /> Generated 25% More Sales Than Nearest Competitor<br />
  48. 48. WINNER: DESIGN “A”<br />BUT…<br />
  49. 49. AAA OHIO<br />
  50. 50. DESIGN “A”<br />
  51. 51. DESIGN “B”<br />
  52. 52. DESIGN “C”<br />
  53. 53. DESIGN “B”<br />DESIGN “A”<br />DESIGN “C”<br />WHICH DESIGN PERFORMED THE BEST?<br />
  54. 54. AAA OHIO RESULTS<br />MEASURES: CTR of Delivered Emails<br /> Projected Renewal Revenue<br />WINNER: Outperformed Control CTR by 26%<br /> Outperformed Projected Revenue of 2nd Place by 4%<br />
  55. 55. WINNER: DESIGN “C”<br />
  57. 57. DESIGN “A”<br />
  58. 58. DESIGN “B”<br />
  59. 59. DESIGN “C”<br />
  60. 60. DESIGN “C”<br />DESIGN “A”<br />DESIGN “B”<br />WHICH DESIGN PERFORMED THE BEST?<br />
  61. 61. MARKETINGEXPERIMENTS RESULTS<br />MEASURES: CTR of Delivered Emails<br /> Unsubscribe Rate<br />WINNER: Outperformed 2nd Place by < 2%<br /> Outperformed Control CTR by 26%<br /> Outperformed Control Unsubscribe Rate by 15.9%<br />
  62. 62. WINNER: DESIGN “B”<br />
  63. 63. LANDING PAGE TESTS<br />Control:<br />Horizontal<br />Vertical<br />
  64. 64. 5 THINGS WHITEPAPER<br />Total Leads Generated: 88<br />Total Leads Generated: 102<br />LIFT: 34% <br />Total Leads Generated: 76<br />
  65. 65. DESIGN ELEMENTS TEST<br />Buttons<br />vs<br />Text<br />> 230 characters<br />< 130 characters<br />vs<br />Imagery<br />vs<br />
  66. 66. WINNING COMBINATIAON<br />DESIGN ELEMENTS TEST<br />Buttons<br />vs<br />Text<br />> 230 characters<br />< 130 characters<br />vs<br />Imagery<br />vs<br />
  67. 67. AS A RESULT<br />
  68. 68. GROUP EXERCISE + Q&A<br />Break up into groups of 4-5 people<br />Take turns sharing your email designs<br />Develop recommendations how each email can be optimized for subscriber experience and deliver on performance driven design tactics<br />Q&A, wrap up, findings<br />
  70. 70. ExactTarget Design Resources<br />Seven Design Principles That Will Drive Customer Engagement<br />Eight Tips on Designing for Outlook 2007 and 2010<br />Five Easy Ways to Improve Conversions Across All Interactive Channels<br />
  71. 71. ExactTarget Design Resources<br />Email MarketingDesign & Rendering: <br />The New Essentials<br />Email Design Checklist<br />Email Design for Lotus Notes <br /><br />Case Study<br />
  72. 72. ExactTarget Design Resources<br />Design Team Blog<br />New posts weekly!<br /><br />MarketingExperiments<br />Maximize Agency ROIthrough testing<br />Twitter<br />@ETDesign<br /><br />
  73. 73. THANKS!<br />