Increase your marketing success with Kinetic Emails
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Increase your marketing success with Kinetic Emails
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Increase your marketing success with Kinetic Emails
- 2. SPEAKER • Leading French creative team for 11 years • Manage synergies with EMEA teams Antoine.Charlet@Cheetahdigital.com Cheetah Digital creative teams • Designers, HTML coders, Web developpers • 25 creative e-marketing experts
- 3. AGENDA 1. KINETIC EMAIL ? 2. DIFFERENT KINDS OF KINETIC EMAILS 3. DEVELOPMENT PROCESS & RESULTS
- 4. AGENDA 1. KINETIC EMAIL ? 2. DIFFERENT KINDS OF KINETIC EMAILS 3. DEVELOPMENT PROCESS & RESULTS
- 5. KINETIC – REVOLUTION #2
- 6. Includes interactive and dynamic actions in email that are executed within the code via HTML and CSS.
- 17. Create and trigger animation after click
- 18. Let the option to display an information panel
- 22. Display a pre-filled form in your message
- 25. Create interaction to reveal the offer
- 26. Add interaction
- 27. For a better experience, mix features
- 28. AGENDA 1. KINETIC EMAIL ? 2. DIFFERENT KINDS OF KINETIC EMAILS 3. DEVELOPMENT PROCESS & RESULTS
- 30. AGENDA 1. KINETIC EMAIL ? 2. DIFFERENT KINDS OF KINETIC EMAILS 3. DEVELOPMENT PROCESS & RESULTS
- 32. KINETIC R&D • Global developers team • Tests on international webmails • A/B tests on real campaigns • Cover more than 90% of devices market
- 34. CASE STUDIES
- 35. CASE STUDIES
- 37. KINETIC FALLBACK STATIC FALLBACK NOT SUPPORTED FULL COMPATIBILITY RESULTS > CAROUSEL & ROLL OVER NOT INCLUDED IN THIS MODULE
- 38. FULL COMPATIBILITY RESULTS > CAROUSEL & ROLL OVER
- 39. KINETIC FALLBACK RESULTS > CAROUSEL & ROLL OVER
- 40. STATIC FALLBACK RESULTS > CAROUSEL & ROLL OVER
- 41. CONCLUSION 4 ENHANCE BRAND REPUTATION BOOST REVENUE AND CONVERSION RATE WORK ON DELIVERABILITY INCREASE EMAIL CAMPAIGNS KPI
- 42. QUESTIONS ?
Editor's Notes
- Welcome to all to this presentation about emailing interactivity. I’m glad to present you today a very exciting topic I’m working for a year and a half. We’re gone see all new improvement about adding interaction in emailings
- A
- I’ll present you 3 main parts. First one, what is Kinetic ? What’s behind these words ? After that we’ll see many Kinetic examples. How it can help you to improve your navigation display ? How can you highlight your main message ? And how can you interact with your subscribers ? And to finish, we’ll go behind the scene to see how we manage the full range of reading devices.
- First one, What’s Kinetic ?
- Let’s get back in time. Let’s have a look on short but intense story of email marketing. When it started to become a speciality, we didn’t have a lot of opportunities, it was most of the time a variation of print advertising, with sometimes a little bit of animation with Gif and simple personalization. (and everyone found that awesome !!) Coding was quite simple ,It was more a designer job. During that years, Creative design evolve, technics, webmails and OS too and we found more and more things too improve user experience. Until, with new devices internet support, we have to manage a full range of new screens. Responsive emailing was the first revolution. Different displays on different devices. It was a big challenge to find solutions too every constrains but it allow us to offer different reading experiences. We don’t react from a message at home on a big PC screen and in a bus on an old Iphone. How can i propose personnalized journey according my current situation ? And now, for A year and a half, we discovered new opportunities. Webmails still evolving and support now new features. Our role as a creative emarketers is to find how can we translate technical support in Marketing solutions. A new revolution happens. If I want to show yout that is to highlight an important point. Kinetic is not only a new feature. Like responsive few years ago, Kinetic will become a new standard.
- THE NEXT E-MARKETING EVOLUTION, A BOOST OF ENERGY, KINETIC UTILISES A SERIES OF PROGRESSIVE CODING TECHNIQUES TO CREATE A SMARTER, MORE ENGAGING CAMPAIGN.
- of course our goal fis to improve rates. Click rate, click to open rates but also engagement rates. Every tests we make, we always include AB tests to compare results and it’s a real improvement
- We put Kinetics in 3 categories. All Navigation elements. How to better manage tabs etc… Display part. How to Highlight your key message, How to use Larger visuals and with a better quality How to present more content in less space. And finally interaction. How to let customers make their own choices. Ask them some questions, let them interact, Guide them in a relevant path. Start in emailing the purchase process.
- Hamburger Menu: Using the best practice of websites the Hamburger Menu will make the navigation easier thanks to simplified display.
- Rollover/Tap to reveal: Requesting an explicit action from the recipient the rollover (on Desktop) and tap to reveal (on mobile) will allow interactions with recipients . You can display an alternative visual to complet the first one.
- Animation: Really interesting to boost your brand image and as a key differentiator from competitors, animation will bring a new graphic interest to campaigns. As you let choice to your client to launch himself animation, you can put several witout overload your message
- Let the big part for visual, all the optional information can be hide and reveal by a click.
- Let’s navigate in your emailing. Display several tabs in same space. For this example… Display the most relevant tab according your subscribers informations.
- Carousel: It will be used to highlight several products without overloading the email, will also allow a better understanding of the offer/product (eg use of colorama) and optimize the cart funnel.
- - Much products in less space - Help readers to find relevant product choice
- Start a discussion with your clients. By a playfull way, you can ask them some informations, enrich your data
- After 6 months of R&D we start to present results to clients and prospects
- After 6 months of R&D we start to present results to clients and prospects
- MOBILE ‘HAMBURGER’ MENU A hidden menu that holds your nav links, saving space and ensuring you content is the main feature. Nice to show a large number of tabs on mobile devices without drop down your content. SHOW/HIDE ACCORDION Allows you to hide sections of important content and reveal them using a mouse hover. Good for complementary information, deeper option, product colorama etc… HOVER STATE/ROLLOVER Hovering over an image or call to action will change its appearance or colour. Great to give an alternate product view, ANIMATION / CLIC TO LAUNCH Launch an animation directly in email following a clic. It’s allow you to display several animations without overloaded content. Reader choose which animation he want to see. It’s a good thing to focus on a product. (360° animation, different views etc…) CAROUSELS Display multiple products or key features without expand too much your email. Perfect for large product range, very different visual parts
- KINETIC WILL WORK ACROSS A SPECTRUM OF EMAIL CLIENTS, BUT DON’T LET THE PESKY FEW STOP YOU, ALL OF OUR TECHNIQUES INCLUDE A FALL BACK OPTION SO USER EXPERIENCE IS NOT COMPROMISED. As with all of our creative work we put our codes through a stringent render test and QA process, ensuring maximum compatibility and minimal risk.
- This is the kind of tests we make before proposing new features to our clients. We don’t launch anyting if we’e stillhave a red cell. We must manage fall back for all non supported configurations.
- Deliverability: *Lighten the layout of your campaigns *Encourage recipients to open campaigns by providing innovative content *Improve your engagement rate Brand Image: *Propose innovative graphic concepts (not really developed in the European market) *Provide in a very simple way greater visibility to offer and products *Give a playfull dimension to your message KPI: *Boost open and click rates *Greater responsiveness *Decrease churn and complaint rate by engaging recipients Revenue&Conversion: *Shorten the purchase decision by includind product details into email *Optimize the purchase funnel by adding campaign items directly to the shopping cart of the website
- 1 – 18,3% clic rate / 10% reactivity rate 3 – very few competitors -