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Justine Jordan & Kevin Mandeville
Beyond Email Open Rates
How to Unlock the Potential of Your Audience
@thuelmadsen #KISSwebinar
Join the conversation
Who are we?
Justine Jordan
Marketing Director, Litmus
@meladorri
Who are we?
Kevin Mandeville
Content Designer, Litmus
@KevinMandeville
@litmusapp #KISSwebinar
Tweet along with us!
WATCH WEBINAR RECORDING NOW
Your standard metrics
// @meladorri
#KISSwebinar
The missing metrics
campaignmonitor.com/css
Don’t spend 90%
of development
time to satisfy
10% of users.
Know your
audience.
Choose your
ba les.
emailclientmarketshare.com
#KISSwebinar
1 Desktop, Webmail, or Mobile?
2 Email programs + rendering engines
3
Geotargeting
We’re gonna talk about…
4 Progressive enhancement
5
Responsive and mobile-friendly email
#KISSwebinar
Lots of other stuff along the way!6
Mobile Email
+500% since 2011
Looking back to 2011…
#KISSwebinar
Source: Litmus Email Analytics
15
30
45
60
Jan-11
Apr-11
Jul-11
O
ct-11
Jan-12
Apr-12
Jul-12
O
ct-12
Jan-13
Apr-13
Jul-13
O
ct-13
Jan-14
Apr-14
Jul-14
O
ct-14
Mobile Desktop Webmail
Mobile has seen crazy growth
#KISSwebinar
Source: Litmus Email Analytics
15
30
45
60
Jan-11
Apr-11
Jul-11
O
ct-11
Jan-12
Apr-12
Jul-12
O
ct-12
Jan-13
Apr-13
Jul-13
O
ct-13
Jan-14
Apr-14
Jul-14
O
ct-14
10%
48%
33%
Litmus
32%
57%
11%
Mobile Desktop Webmail
Average Retailer
10%
30%
60%
What does your data say?
#KISSwebinar
Litmus
32%
57%
11%
Mobile
Desktop
Webmail
Average Retailer
10%
30%
60%
What does your data say?
Desktop-Heavy
Outlook 2000, 2003
Outlook 2007, 2010, 2013
Outlook 2011, 2016
Apple Mail
Lotus Notes
Thunderbird
Word
Outlook 2007 Outlook 2013Outlook 2010 Outlook for Mac
2011 and 2015
Early Outlook Versions
2000 and 2003
Rendering in Outlook
#KISSwebinar
Email
<table>
<td>
<td>
px
style=“font-face”
bgcolor
padding
Web
<div>
<h1>
<p>
em
<style>
background-color
margin
#KISSwebinar
Use this
#ffffff
bgcolor
individual properties
width=“100”
<b>
px
align=“le ”
Not this
#fff or rgb
background-color
shorthand
width:100px
<strong>
em
text-align:le
#KISSwebinar
<h1>
<p>
<img>
<button>
✘
#KISSwebinar
<td>
<td>
<td>
<td>
✔
#KISSwebinar
#KISSwebinar
Animated GIFs and Outlook 2007+
Outlook 2007+ shows the 1st frame Other programs show the animation
#KISSwebinar
Animated GIFs and Outlook 2007+
Outlook 2007+ shows the 1st frame Other programs show the animation
#KISSwebinar
Animated GIFs and Outlook 2007+
Be sure the first frame 

communicates your message
(and isn’t blank)
We can easily target Microso Outlook…
#KISSwebinar
Outlook 2000-2003
Outlook 2007-2013
<!--[if (IE)]>
/* Insert HTML or CSS here */
<![endif]—>
<!—[if mso]>
/* Insert HTML or CSS here */
<![endif]—>
Outlook conditional statements
#KISSwebinar
lt = less than a specific version
gt = greater than a specific version
lte = less than or equal to a specific version
gte = greater than or equal to a specific version
Outlook version numbers
#KISSwebinar
9 = Outlook 2000
10 = Outlook 2002
11 = Outlook 2003
12 = Outlook 2007
14 = Outlook 2010
15 = Outlook 2013
Outlook conditional statements
#KISSwebinar
<!--[if mso 12]> = targets only Outlook 2007
<!--[if gte mso 12]> = targets Outlook 2007 and above
<!--[if gt mso 12]> = targets above Outlook 2007 (Outlook
2010/2013)
<!--[if lte mso 12]> = targets Outlook 2007 and below
<!--[if lt mso 12]> = targets below Outlook 2007 (Outlook
2000/2002/2003)
Did you know?
#KISSwebinar
Outlook also has 200+ mso/-ms unique
CSS properties.
https://litmus.com/community/learning/8-outlook-overview
Outlook.com Targeting
#KISSwebinar
Outlook.com also adds .ecx before
every CSS class
.ExternalClass .ecxmyclass { /* CSS */ }
Apple Mail + Outlook for Mac
#KISSwebinar
Apple Mail and Outlook 2011 / 2016 use
WebKit as a rendering engine.
WebKit has amazing CSS support and
enables progressive enhancement in email.
WebKit Targeting Media Query
#KISSwebinar
@media screen and (-webkit-min-device-pixel-ratio: 0) {
/* Insert CSS here */
}
WebKit supports HTML5 video in email (except for iOS 8)
Litmus
32%
57%
11%
Mobile
Desktop
Webmail
Average Retailer
10%
30%
60%
What does your data say?
Webmail
Gmail
Yahoo
AOL
Outlook.com
Office 365
Chrome, Firefox, Safari, Internet Explorer
Gmail Rendering
#KISSwebinar
Gmail strips out all classes and id’s in
CSS. This is the reason we need to inline
all CSS for email.
https://putsmail.com/inliner
http://templates.mailchimp.com/resources/inline-css/
http://inliner.cm/
best case scenario: some lost forma ing
Gmail strips CSS from the <head> of emails
#KISSwebinar
worst case scenario: whoa
Gmail strips CSS from the <head> of emails
#KISSwebinar
Inline CSS for Gmail
#KISSwebinar
<style type="text/css">
.body {font-size: 22px;
font-family: Arial, sans-serif;
color: #222222;}
</style>
<body style="font-size: 22px; font-family:
Arial, sans-serif; color: #222222;">
Instead of:
We must use:
https://litmus.com/blog/understanding-gmail-and-css-part-1
Blue borders with <a> and <img>
#KISSwebinar
<a href="http://litmus.com"><img src="http://litmus.com/
image.jpg" width="450" height="216" border="0"></a>
Gaps under images
#KISSwebinar
<img src="http://litmus.com/image.jpg" width="450"
height="216" border="0" style="display: block;">
Litmus
32%
57%
11%
Mobile
Desktop
Webmail
Average Retailer
10%
30%
60%
What does your data say?
Mobile-Heavy
iPhone
Android
Tablets
Gmail mobile app
Inbox by Gmail
iOS Rendering
#KISSwebinar
Email apps for the iPhone and iPad use
WebKit as a rendering engine.
WebKit has amazing CSS support and
enables progressive enhancement in email.
Mobile First
Fluid
Responsive
3 strategies for
approaching mobile:
1
2
3
You can’t say “responsive
email works on an iPhone.”
When clients say “it looks
like crap on my Android.”
You should ask “what
email app are you using?”
#KISSwebinar
Device ≠ App support
Yahoo! (iOS + Android) yes
Mailbox (iOS) no
Gmail (iOS + Android) no
Inbox by Gmail (iOS + Android) no
BlackBerry Z10 yes
Windows Phone 7 no
Windows Phone 7.5 yes
Windows Phone 8 sometimes
#KISSwebinar
Media query support in mobile email apps
iPhone / iPad: Email app yes
Android 2.1: Email app no
Android 2.2: Email app yes
Android 2.3: Email app yes
Android 4.0, 4.1, 4.2: Email app yes
Android 4.3, 4.4: Email app sometimes
Kindle Fire yes
http://stylecampaign.com/blog/2012/10/responsive-email-support/
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
strategy #1
mobile first
aka agnostic, aware, scalable
Strategy #1: Mobile first
Considers the mobile user a priority
• One layout for all screen sizes
• Single column design
• 320-500px
• Large text & bu ons
• Generous white space
• Clear calls to action
• Short, concise body copy
Strategy #1: Mobile first
strategy #2
fluid
Strategy #2: Fluid
Email width 

changes to fit 

within the window 

it’s viewed in
• Percentage-based widths
• Adapts to fit the screen
• Text wraps automatically #KISSwebinar
Strategy #2: Fluid
• Shorter learning curve
• Best for text-heavy emails
strategy #3
responsive
Strategy #3: Responsive
Strategy #3: Responsive
• Resize content: make images
fit, make text larger
• Hide content on mobile
• Stack columns
• Move a two-column design 

to a one-column design
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
Strategy #3: Responsive
• More than a “line of code”
• Set of conditional statement that enables specific styles
• If the screen size is x, then display y
• If the screen size is x, then increase headline size to y
• If screen size is x, then show image at 100%
• Detects screen size, not device type
Uses media queries to detect screen size and alter
content accordingly
#KISSwebinar
Responsive design

is not supported everywhere.
Did you know?
#KISSwebinar
image: webdesignerdepot.com
Body copy 16px+
Headlines: 22px+
Bu ons: 44px by 44px
White space: 40px+
Tappable touch targets
Mobile-Friendly Email
#KISSwebinar
Font resizing on iOS
Fonts smaller than
13px will be resized
#KISSwebinar
Font resizing in the Gmail app
Blue links on iOS
https://litmus.com/blog/update-banning-blue-links-on-ios-devices #KISSwebinar
#KISSwebinar
Impact of responsive email on click rates
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
Impact of responsive email on click rates
#KISSwebinar
Responsive design results in a
15% increase in unique clicks
for mobile users.
https://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-testing
Open Click SRLs
Control Email 5.1% 5.0% 30
Responsive Email 4.4%% 11.5% 58
Difference -13.7% 130% 93.3%
Act-On Case Study
image blocking
#KISSwebinar
Automatic image blocking
43%of users view email with images off
#KISSwebinar
Automatic image blocking
AOL yes
Gmail no
Outlook.com sometimes
Yahoo! yes
Mobile email apps sometimes
Apple Mail no
Lotus Notes yes
Outlook 2000-2003 yes
Outlook 2007/2010/2013 yes
Outlook for Mac yes
Thunderbird no
Does image blocking happen in…
https://litmus.com/blog/the-ultimate-guide-to-email-image-blocking
Guide to styled ALT text: h p://bit.ly/styledALT
Guide to image blocking: h p://bit.ly/image-block
<img alt="Litmus" width="200"
height="50" style=“font-family: Arial;
color: #ffffff; font-size:20px"
border="0">
#KISSwebinar
Styled ALT text
#KISSwebinar
Styled ALT text
#KISSwebinar
Styled ALT text
#KISSwebinar
Background color pixel art
#SearchLove @meladorri
#KISSwebinar
Images as bu ons = bad
https://litmus.com/blog/a-guide-to-bulletproof-buttons-in-email-design
buttons.cm
geotargeting
Where are opens happening?
Where are opens happening?
Where are opens happening?
Where are opens happening?
Where are opens happening?
Geotargeting
Geotargeting
62% open rate
58 tickets sold in ~48 hours
progressive
enhancement
WebKit Targeting Media Query
#KISSwebinar
@media screen and (-webkit-min-device-pixel-ratio: 0) {
/* Insert CSS here */
}
h ps://litmus.com/blog/a-bulletproof-guide-to-using-html5-and-css3-in-email
SVG Animation
Animated Snow
Dynamic Gravatar Animation h ps://litmus.com/blog/behind-the-email-launching-community
Interactive Carousel
#KISSwebinar
Interactive Tour
#KISSwebinar
HTML5 Video Background
#KISSwebinar
h ps://litmus.com/blog/how-to-code-html5-video-background-in-email
read rate
Dynamic Twi er Feed
#KISSwebinar
h ps://litmus.com/blog/how-to-code-a-live-dynamic-twi er-feed-in-html-email
How long did readers spend on your email?
 Watch
Email on the Apple Watch
Apple Watch
shows the plain
text version.
#KISSwebinar
Email on the Apple Watch
#KISSwebinar
A personal device that favors personal messages.
Links are disabled.
No open or click tracking.
#KISSwebinar
// @meladorri
#KISSwebinar
The missing metrics
14-DAY TRIAL
KISSDATA
litmus.com/gi card
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Justine Jordan
Marketing Director
Litmus
@meladorri
Kevin Mandeville
Content Designer
Litmus
@KevinMandeville

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