The document summarizes a webinar on optimizing the email experience presented by Justine Jordan and Chad White. Some of the key points discussed include designing emails for the unique constraints of the email medium compared to the web, optimizing subject lines, preheader text, and call-to-action buttons for mobile screens and when images are blocked, using responsive design for mobile emails, and the importance of regularly updating automated emails through testing and optimizing for trends. The webinar also covered including seasonal messaging in emails and recommending alternative products.

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Designed for Success:
Optimizing the Email Experience
Thursday 28th May 2015 15.00 BST
Justine Jordan, Marketing Director, Litmus
Chad White, Research Director, Litmus

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Tweeting?
#CIQSUMMIT
@litmusapp
@kathpay
@cloudiqapps

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Questions?
We’ll be having a Q&A after Justine & Chad have
finished presenting.
Please preface your question with ‘C’ or ‘J’ if you
want to direct a question to either of them.

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Want to view the recorded webinar?
Please click here
to watch now

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• cloud.IQ Marketing Director
• International speaker and trainer for
Econsultancy and previously Institute of
Direct and Digital Marketing (IDM)
• 15+ years experience in email marketing
• Worked with and trained brands including
Paul Smith, M&S, Schuh and many more.
Your host
Kath Pay
kath.pay@cloud-iq.com
@KathPay

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• Email critic and popular industry speaker
• Directs all things marketing at Litmus
• Recipient of the 2015 EEC Email Marketing
Thought Leader of the Year award
• Organizer of the Email Design Conference
• Author of "Email Marketing Rules"
• Written thousands of posts and articles about
email marketing trends and best practices
• Research and commentary appeared in over 100
publications, including The New York Times, The
Wall Street Journal, and USA Today.
#CIQSUMMIT
@meladorri
@chadswhite
@litmusapp
JUSTINE JORDAN
CHAD WHITE

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new email
brainstorm +
ideation
writing, design,
creation
deploy
forget about
the email

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all emails
brainstorm +
ideation
writing, design,
creation
test + deploy
evaluate +
optimize

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all emails
brainstorm +
ideation
writing, design,
creation
test + deploy
evaluate +
optimize

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EMAIL IS NOT
JPG
PPC SEO CPC
ONE-PAGE WEBSITE

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EMAIL IS A
unique
MEDIUM

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Email
HTML
CSS
Images
Text
Design
Links
Web
HTML
CSS
Images
Text
Design
Links
✔
✔
✔
✔
✔
✔
EMAIL ≠ WEB

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Web
<div>
<h1>
<p>
em
<style>
background-color
margin
Email
<table>
<td>
<td>
px
style=“font-face”
bgcolor
padding
EMAIL ≠ WEB
✘
✘
✘
✘
✘
✘

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From name Subject line Preview text Open Tap/Click Page/Site
Inbox Email/Body Page/Site
Email user flow
Subscriber experience

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From name
~25 characters
25% of the inbox
Subject line
~35 characters
25% of the inbox
Preview text
~85 characters
50% of the inbox
From name Subject line Preview text Open Tap/Click Page/Site
Inbox Email/Body Page/Site

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• What is recognizable, trustworthy and
relevant?
• Does the subscriber have a relationship
with a person or the brand?

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• Symbols can temporarily increase open
rates.
• Use carefully to support your message
rather than detract from value.

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75% of emails are displayed
with preview text in the inbox

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✔
✔
✔
✘
✘
>> bit.ly/preview-text

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From name Subject line Preview text Open Tap/Click Page/Site
Inbox Email/Body Page/Site
What’s your open rate?
Only those people get to this point…
…and fewer convert

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“Scrolling is easier than clicking.”

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43%
of Gmail users have images disabled

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Guide to styled ALT text: bit.ly/styledALT
Guide to image blocking: bit.ly/image-block

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Show the CTA even
when images are off
>> bit.ly/bulletproof-buttons
BULLETPROOF
BUTTONS

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• Minimize friction
• Be clear and concise
• Test buttons vs. text
• Use active language
• Consider size, placement, color, and context
TAP + CLICK

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> wtfmobileweb.com
From name Subject line Preview text Open Tap/Click Page/Site

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80% of subscribers delete emails
that look bad on their phones…
…and 30%unsubscribe

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MOBILE EMAIL OPENS

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KNOW YOUR AUDIENCE
70% read on mobile
15% read on mobile

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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
Responsive templates >> bit.ly/slate-templates

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Rendering is inconsistent
across devices and
operating systems
Responsive design is not
supported everywhere.

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BLUE LINKS + BRAND

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BLUE LINKS + USABILITY

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Small fonts auto-resized

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• Body copy: 16px+
• Headlines: 22px+
• Buttons: 44px by 44px
• White space: 40px+

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‘modified’ ‘original’
QUIRKS

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Links are disabled.No text version?
No email.
>> bit.ly/watch-email
A personal device that favors personal messages.

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“Triggered emails are not ‘set it
and forget it’ programs. They are
‘review and renew’ programs.”

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“Keep an inventory of your triggered
email programs and regularly schedule
time to update and fine-tune them.”

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Why regularly update triggered emails?
Quality Assurance:
• Broken links/redirects & old navigation links
• Out-of-date messaging (benefits, options, etc.)
• Out-of-date logo and branding
• Faulty trigger logic
• Broken rendering as code support changes

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• Sent in 2013
• Last updated
in 2007
• Out-of-date
logo

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• Sent in 2013
• Last updated in 2009
• Out-of-date navigation
bar and other design
elements

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• Bad data pull from
shopping cart results
in blank primary
message

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• Sent in 2013
• Last updated in 2012
• Faulty logic, sent day
after I purchased

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• Broken rendering
around HTML text

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• Broken logo
rendering
• Poor
expectation
setting
• No CTA

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Why regularly update triggered emails?
Optimization:
• Fast-moving trends
• Testing
• Update seasonal messaging

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50%50%
2014
Sent a series Did not
Percentage of senders sending 2+ emails in response to abandoned carts
Cart Abandonment Email Series
19%
81%
2013
Sent a series Did not

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• 3-email cart
abandonment
series

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41%
59%
2014
Recommended other products Did not
Percentage of senders suggesting alternative products in their emails
Email Content: Recommendations
19%
81%
2013
Recommended other products Did not

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18%
82%
2014
Included seasonal messaging Did not
Percentage of senders including seasonal messaging in their emails
Email Content: Seasonal Context
5%
95%
2013
Included seasonal messaging Did not

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• Seasonal primary message

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• Seasonal hero image
• Seasonal navigation
bars

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The new litmus test for email marketing greatness:
Does the majority of your
email marketing revenue
and engagement come from
triggered emails?

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It’s impossible to achieve that
without robust testing and
re-testing.

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Questions?

76. FREE 14-DAY TRIAL
litmus.com/giftcard coupon code: CIQSUMMIT

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Q&A

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Up Next:
Stop segmenting start personalizing!
Thursday 28th May 2015 16.00 BST
Dela Quist, CEO, Alchemy Worx

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Thanks!