Subscribers are raising the bar on relevance. They’re tired of being treated the same as everyone else and they’re tuning out “one size fits all” messaging. They want brands to prove they’re paying attention by delivering the right content at the right time. In short, they expect smarter emails.
In this presentation, Chad White, Lead Research Analyst at Salesforce Marketing Cloud, presents a framework for gradually turning up the IQ of your emails in several manageable steps by improving the (1) design, (2) personalization, and (3) journeys. Along the way, tactics are illustrated with examples from Salesforce’s award-winning Email Swipe File. Get inspired and take the next step toward building smarter emails.
9. Chad White
• Lead Research Analyst, Salesforce Marketing Cloud
• Author of “Email Marketing Rules” and nearly 3,000
posts and articles about email marketing
• 10+ years covering email marketing and ecommerce
as researcher and journalist
10. 1. Design
2. Personalization
3. Journeys
Over the next 35 minutes, we’ll talk
about how incremental changes to…
…can lead to smarter emails.
@chadswhite
14. 1. HTML text
2. Alt text, including styled alt text
3. Background colors, including mosaics
4. “Bulletproof” buttons
Defensive Design Tactics
@chadswhite
23. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Oct. '13 Dec. '13 Feb. '14 Apr. '14 Jun. '14 Aug. '14 Oct. '14 Dec. '14 Feb. '15
Not Mobile-Friendly Mobile-Friendly Responsive Mobile-Aware
Percentage of 140+ Major B2C Brands Using Mobile-Friendly Email Designs
The State of Email Mobile-Friendliness
Source: Salesforce Marketing Cloud
24. Email conversion rates on
smartphones are about half of
what they are on tablets and
desktops. The majority of that
gap is due to poor design rather
than consumer preference.
@chadswhite
25. Responsive: Content adapts to device
Hybrid Responsive-Aware: Some responsive and
some mobile-aware content
Mobile-Aware: Single column, large images & text,
well-spaced links
Quasi–Mobile-Aware: Some mobile-aware content
Desktop-Centric: 2+ columns, small text, close links
The Mobile-Friendly Spectrum
@chadswhite
32. “With approximately 50% of
searches now conducted on
mobile devices, any sites that
are not optimized for mobile
could see big decreases in
search traffic.” —Return Path
@chadswhite
33. 1. How early in the relationship they are
2. Your subscribers’ email client and
device usage
3. Providing a consistent experience as
they go from email to landing page
Think about Designing based on…
@chadswhite
49. 1. Who They Are: demographics, psychographics
2. Who They Care About: their kids, pets, parents,…
3. What They Did: actions, behaviors,…
4. What Others Did in Reaction: community reaction
5. What They Have: purchase history, acct. balance
6. Where They Are: location, residence, fav store
7. How Others Like Them Behave: segments…
Think about Personalizing by…
@chadswhite
51. + Address Moments that Matter
+ Make It a Series
+ Integrate Journeys across Channels
Smarter through Journeys
@chadswhite
52. “Moments that matter—the
events that have a high impact
on customer satisfaction,
engagement, and purchase
intent.” —Email Marketing Rules
@chadswhite
54. • Subscribes or joins loyalty program
• Makes a purchase
• Registers for an event
• Browses or carts without buying
• Enters a contest
• Provides birth date, anniversary
• Stops engaging
Micro-Journey Triggers
@chadswhite
72. 1. Content & calls-to-action
2. The number of emails (series)
3. Timing of each email in journey
4. Conditional emails and content
Think about Optimizing…
@chadswhite
Thank you so much for joining us today, we invite you to visit the Marketing Cloud in the cloud expo to learn more.
And mark your calendar for June 16-18, we will be in NYC for Connections 2015 – the premier digital marketing conference, featuring the best marketing content, hands on workshops and thought leaders.