Creating Email Campaigns that Work: A Focus on Design Elements
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A presentation for Denver StartUp Week about creating email campaigns that works with a focus on design elements.
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Creating Email Campaigns that Work: A Focus on Design Elements
- 1. Creating Email Campaigns that Work A Focus on Design Elements @johnethies | @EmailonAcid
- 2. Hello, my name is John. @johnethies | @EmailonAcid
- 3. Tweet this session! @johnethies @EmailonAcid #DENStartupWeek
- 4. The feeling you get after a day of working with Outlook…
- 5. @johnethies | @EmailonAcid EMAIL TESTING
- 6. Derived from Acid Test.
- 7. @johnethies | @EmailonAcid ADVANCED ANALYTICS ENGAGEMENT ACTIVITY GEOLOCATION REPORTING CLIENT & DEVICE INFORMATION
- 8. Why is email so important? 01.
- 9. marketing emails are sent each day @johnethies | @EmailonAcid billion 93
- 10. EMAIL delivers the highest ROI for Marketers @johnethies | @EmailonAcid*According to VentureBeat, email is the channel generating the highest ROI for marketers.
- 11. @johnethies | @EmailonAcid 68%OF TEENS OF MILLENNIALS Prefer to receive communication from a business via email. Source: Adestra 73%
- 12. RESOURCES are shifting… @johnethies | @EmailonAcid
- 13. @johnethies | @EmailonAcid BUDGETS are following future needs
- 14. @johnethies | @EmailonAcid We read email everywhere Source: Adobe
- 15. @johnethies | @EmailonAcid ..and these places as well Source: Adobe
- 16. $40 return for every $1 spent in Email Marketing… @johnethies | @EmailonAcid*According to VentureBeat, email is the channel generating the highest ROI for marketers.
- 17. if done CORRECTLY @johnethies | @EmailonAcid
- 20. @johnethies | @EmailonAcid*According to VentureBeat, email is the channel generating the highest ROI for marketers. Whether or not a recipient accepts your message. DELIVERY
- 21. Where the message ends up once its accepted: inbox, spam folder or another folder. DELIVERABILITY @johnethies | @EmailonAcid
- 22. Email design and content can have an EFFECT on inbox placement @johnethies | @EmailonAcid
- 23. AVOID using an all image design
- 25. Keep email size BELOW 100kb @johnethies | @EmailonAcid
- 26. BITLY is @johnethies | @EmailonAcid for email
- 27. From Name, Subject Line + Preheader Text03.
- 28. 3 opportunities to encourage a subscriber to open your email.
- 29. USE A TRUSTWORTHY & RECOGNIZABLE “FROM NAME” @johnethies | @EmailonAcid
- 30. v @johnethies | @EmailonAcid SUBJECT LINES of email recipients open an email based on subject line alone.35%
- 31. Subject lines with 61-70 characters get more reads. KEEP THE SUBJECT SIMPLE @johnethies | @EmailonAcid
- 32. WHAT ABOUT EMOJI?Brands using emoji’s in their subject lines saw a 45% increase in their unique open rates.
- 33. EMOJI’s @johnethies | @EmailonAcid [continued] *Represents activity on Appboy’s platform, broader industry metrics may vary. Appboy, “The Appboy Emoji Study: The Rise and Rise of Emoji Marketing,” July 14, 2016
- 34. Preheaders are an EASY win! @johnethies | @EmailonAcid
- 35. NO BUENO! @johnethies | @EmailonAcid
- 37. Preheader Text: CODE EXAMPLE @johnethies | @EmailonAcid
- 38. v PERSONALIZED MESSAGE @johnethies | @EmailonAcid Personalization, increases opens by 26%
- 39. Have FUN with it
- 41. No standards, every client is DIFFERENT
- 42. Coding like it’s 1999 @johnethies | @EmailonAcid
- 43. Is the email width rule of 600px still a best practice? @johnethies | @EmailonAcid
- 45. ALIGNMENT Creates order and organization @johnethies | @EmailonAcid
- 47. Left Alignment: mirrors how we read and is easy to follow @johnethies | @EmailonAcid
- 48. Center Alignment: harder to follow from line to line @johnethies | @EmailonAcid
- 49. Right Alignment: hard to read for Western Languages @johnethies | @EmailonAcid
- 51. Arial Arial Black Times New Roman Comic Sans MS Verdana Impact Courier New Georgia Trebuchet MS Webdings Email Safe FONTS @johnethies | @EmailonAcid
- 52. Limited web font support, if used, have a fallback @johnethies | @EmailonAcid
- 53. FONT SIZE: minimum 12px preferred body text size is 16px @johnethies | @EmailonAcid
- 54. NEGATIVE [white] SPACE @johnethies | @EmailonAcid
- 56. INCREASE Legibility + Usability
- 57. Surround call to actions with white space to make it STAND OUT @johnethies | @EmailonAcid
- 58. Negative space can be ANY color @johnethies | @EmailonAcid
- 60. Put the MOST important message first @johnethies | @EmailonAcid
- 61. You have approximately 8.25 seconds to capture someone’s attention. Emails are open, on average, 5-15 seconds. @johnethies | @EmailonAcid Keep it SIMPLE
- 62. ONE audience ONE goal The Rule of ONE
- 63. v @johnethies | @EmailonAcid GRANDMA TEST: Write in plain language.
- 65. 50% of all emails are opened on mobile devices. @johnethies | @EmailonAcid
- 66. v 80% of emails are deleted if they don’t render correctly of those people will unsubscribe30% DID YOU KNOW… @johnethies | @EmailonAcid
- 67. @johnethies | @EmailonAcid DESIGNfor “every inbox, every device”
- 69. FLUID
- 70. RESPONSIVE
- 71. </STYLE> Gmail doesn’t like your @johnethies | @EmailonAcid
- 73. Gmail SUPPORTS your fluidity! @johnethies | @EmailonAcid
- 74. Android Gmail iOS Mail App
- 76. @johnethies | @EmailonAcidSource: @actionrocket
- 77. Make the BEST experience for each user @johnethies | @EmailonAcidSource: @actionrocket
- 78. @johnethies | @EmailonAcid simple Styled ALT text Animated GIFs Button enhancements CSS animation Carousels, Hot spot animation COMPLEX
- 79. of users view email with images off Styled ALT TEXT 43% @johnethies | @EmailonAcid
- 80. Free shipping No styling or background color Free shipping Background color Free shipping Styled alt text Free shipping Background color + styled alt text Styled ALT TEXT [continued]
- 81. STYLED ALT TEXT [continued]
- 82. <img src="logo.jpg" width="400" height="149" alt="Email on Acid" style="font-family: Georgia; color: #697c52; font-style: italic; font-size: 30px;"> STYLED ALT TEXT [continued] @johnethies | @EmailonAcid
- 83. MOZIFY [original email] [no Mozify] [with Mozify] @johnethies | @EmailonAcid
- 84. Animated GIFS
- 85. Outlook 2007+ shows the 1st frame Other programs show the animation Animated GIFS @johnethies | @EmailonAcid [continued]
- 86. NOT supported in Outlook 2007, 2010, 2013, 2016 for Windows First frame should include crucial info & CTA Animated GIFS[continued]
- 87. 26% @johnethies | @EmailonAcid GIF emails increase a click through rate up to
- 88. Rounded cornersI am a button ➝ I am a button ➝ I am a button ➝I am a button ➝ Borders I am a button ➝ Gradients I am a button ➝ Web fonts Hover effects Button ENHANCEMENTS @johnethies | @EmailonAcid
- 89. I am a button ➝ Progressively enhanced: Apple Mail I am a button ➝ Graceful degradation: Outlook 2010 I am a button ➝ Lotus Notes I am a button ➝ Scale to fit: iPhone Button ENHANCEMENTS [continued] @johnethies | @EmailonAcid
- 90. @johnethies | @EmailonAcid RULE OF THUMB: 40px height for buttons
- 92. FALLBACKINTERACTIVE CAROUSE L { Creative by RebelMail
- 95. Incorporate RESPONSIVE Design @johnethies | @EmailonAcid
- 96. @johnethies | @EmailonAcid Know the PLATFORM of the visitor
- 97. @johnethies | @EmailonAcid Low conversions on Mobile?
- 98. BOTTOM LINE: @johnethies | @EmailonAcid Email is an AMAZING channel for marketers, if done correctly.
- 99. Our PANEL • ANTHONY CHIULLI - Senior Consultant, Deliverability Services, Salesforce (@anthonychiulli) • JILL GUEST - Engagement Marketing Manager, SendGrid (@jillpguest) • JAMES EINSPAHR - Digital Creative Director, FURNITURE ROW DIGITAL • CHESTER BULLOCK - Vice President, Digital Marketing Technology / Salesforce MVP, Trendline Interactive (@coskier) @johnethies | @EmailonAcid
- 100. THANK YOU! @johnethies @emailonacid @johnethies | @EmailonAcid @DENStarupWeek
Editor's Notes
- 32 Million emails per second
- email marketing is going to remain a top priority for companies in 2016
- 68 percent of teens and 73 percent of Millennials said they prefer to receive communication from a business via email. In addition, more than half rely on email to buy things online.
- 71.8 percent) say they are planning to spend more time on email production and more than four out of five (86.7 percent) report that they will increase email marketing budgets this year.
- Additionally, of the 86.7 percent of the survey's respondents said they would spend more money on email marketing this year. The increased budget is expected to be spent on:
- Making it into the inbox is one of the more ambiguous, misunderstood elements of sending great email. Marketers often mix up a key distinction: delivery vs. deliverability. Though the terms are often used interchangeably, they have very different meanings.
- Return Path, 65 characters seems to be a sweet spot for email subject lines, which is about 15 characters more than the average subject line. When subject lines are 61-70 characters long, they tend to get read. However, most email subject lines are between 41 and 50 characters.
- Does your email include a special offer? Let your audience know in the preheader text what awaits them upon opening the email. The Honest Company also does a nice job of referencing a non-sale related incentive in their preheader tex Increased opens by 26%
- PetCareRx does a really nice job with this subject line + preheader text combination. They’ve personalized the message (with my dog’s name, Fenway), let me know about the 75% off discount being offered and referenced the classic Baha Men earworm, Who Let the Dogs Out.
- iOS Mail Apple Mail
- as your content is brief, entertaining, and fresh, Millennials very well might even share it with their friend group.
- This Clinique email is an excellent example of the Rule of One at work. It is clearly targeted at one audience, men, who are interested in one goal, getting their "skin in shape for summer." Not to mention, the CTAs are strong and actionable.
- Start with what is important Short sentences, she won't remember the beginning by the time she gets to the end Simple words
- Keep it simple Single column layout is most-readable on mobile Keep important information at the top Get your “call to action” across quickly
- Scalable design can be defined as any design that works well across both desktop and mobile without using code to adjust table or image sizes, or display or hide content between the two platforms. typically the easiest to implement. Since scalable emails don’t adjust the widths of tables or images between devices, and don’t use CSS media queries
- Fluid emails use percentage-based sizing to make the width of tables and images adapt to the screen size on which they are viewed fluid designs typically work best for text-heavy layouts since there’s less control over how copy and images relate to each other.
- Fluid tables and elements by default Max-width CSS to constrain widths on desktop MSO conditional comments to constrain widths in Outlook
- support and how-to
- What movie is this from?
- Take a look at an example from GetResponse on how a landing page SHOULD look on your desktop and your mobile.
- This suggests smartphones are more of browse or research platform rather than a buy platform since many of the Smartphone experiences should be personalized to show this different form of usage. Lead generation and acquisition Revisit on Desktop