The document is a transcript from an email marketing webinar that discusses various strategies for crafting compelling content and optimizing email campaigns. It includes discussions of the VENT method for creating valuable, engaging, necessary and true content, using data for targeted automated emails, A/B testing emails, progressive enhancement, and HTML typography best practices. The webinar features several speakers from email marketing companies sharing tactics and case studies.

1. KNOW YOUR AUDIENCE
How Strategic, Data-Driven
Campaigns Get Real Results

2. YOUR FRIENDLY HOSTS
MATT BYRD @mparkerbyrd
JUSTINE JORDAN @meladorri
LAUREN SMITH @lozzzytweets
KEVIN MANDEVILLE @KEVINgotbounce
JASON RODRIGUEZ @RodriguezCommaJ

3. AGENDA
• Creating compelling content
• Using data for automated emails
• A/B Testing
• Progressive enhancement
• Typography in HTML

4. litmus.com/conference
20% OFF COUPON CODE: WEBINAR

5. Zachary Hanz
The VENT Method: A Strategy for
Crafting Compelling Content
Email Marketing Manager, Sprout Social

6. INBOX COMPETITION
The VENT Method: A Strategy for Crafting Compelling Content

7. INBOX COMPETITION
For real, Zachary???
The VENT Method: A Strategy for Crafting Compelling Content

8. SET YOURSELF APART
The VENT Method
The VENT Method: A Strategy for Crafting Compelling Content

9. SET YOURSELF APART
Valuable
Engaging Necessary
True
The VENT Method: A Strategy for Crafting Compelling Content

10. SET YOURSELF APART
Valuable
Engaging Necessary
True
The VENT Method: A Strategy for Crafting Compelling Content
Your emails

11. VALUABLE
• at this stage?
• to this group?
• for this use case?
• identify opportunities?
The VENT Method: A Strategy for Crafting Compelling Content

12. ENGAGING
• conversational
• grammar rules—meh.
• inspire interaction
• eye-catching
• clear CTA
The VENT Method: A Strategy for Crafting Compelling Content

13. NECESSARY
• trim the fat
• no fluff
• add to goal
• just get the click
The VENT Method: A Strategy for Crafting Compelling Content

14. TRUE
• for audience; for brand
• just the facts
• be a resource
• earn trust
The VENT Method: A Strategy for Crafting Compelling Content

15. ALL ABOUT TRUST
The VENT Method: A Strategy for Crafting Compelling Content

16. Triggered Emails, the Secret to Success:
TripIt's Automagical Journey
Elisa Haidt
Director of Marketing, TripIt

17. TRIGGER EFFECT
50%
average open rate
Relevant. Personal. Engaging.
Drive real results
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

18. WE ALL HAVE DATA
What kind of data do you have?
How can you use it?
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

19. TripIt user +
Trip in 5 days +
Never tried Pro
= Targeted email
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

20. ‘SO WHAT’ TEST
• When is their next trip?
• Where are they going?
• Do we have information that
will help them?
• Will your customer CARE?
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

21. DON’T HARD SELL
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

22. DON’T HARD SELL
First year results
Estimated: 100,000 miles donated
Actual: over 1,000,0000 miles donated
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

23. Triggered Emails, the Secret to Success: TripIt's Automagical Journey

24. ANNIVERSARY EMAIL
• At least one trip
• 12 months or older
• 2 months free as anniversary gift
Huge success!
• Pro trials spiked
• 900% increase
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

25. ELISA’S ADVICE
Triggered Emails, the Secret to Success: TripIt's Automagical Journey

26. Optimizing Your Email with
A/B Testing
Mike Heimowitz
Online Marketing Manager, Atlassian

27. WHAT IS A/B TESTING?
• Comparing the “A” version (control) vs. the “B” version
(treatment)
• Testing should be ongoing and there is no end game.
Optimizing Your Email with A/B Testing

28. WHAT IS A/B TESTING?
• Forget industry baselines!
• You should set your OWN metrics.
• If you haven’t done A/B testing before, use your current
numbers as your baselines.
Optimizing Your Email with A/B Testing

29. WHAT IS A/B TESTING?
• Only way to know what is best for your subscribers is to
start testing.
• Some tests will help conversions, while others may hurt
conversions. That’s ok!
• You’ll discover what resonates best over time.
Optimizing Your Email with A/B Testing

30. EXCECUTING A/B TESTS
• Choose something repeatable to test.
• Know your Email Service Provider’s testing capabilities.
• So many things to test…
• From name
• Subject line
• Preheaders
• Copy
• Design
• And so much more!
Optimizing Your Email with A/B Testing

31. EXECUTING A/B TESTS
• Types of tests:
• 50/50 test
• 25/25/50 test
• Holdout test
Optimizing Your Email with A/B Testing

32. MEASURING SUCCESS
• Identify the goal of your test.
• Choose the statistical significance of your test.
• You don’t want to make long term changes to your emails
if the results of your test aren’t statistically significant!
Optimizing Your Email with A/B Testing

33. MEASURING SUCCESS
• Atlassian uses a statistical significance of 95%.
• Free tool: http://getdatadriven.com/ab-significance-test
Optimizing Your Email with A/B Testing

34. CASE STUDY
• Testing: Subject line
• Hypothesis: When sending a product announcement
email, Version B, which is (product name)(feature), will
improve opens over the control, Version A, which is
(feature)(product name)
• Data point: Unique opens
Optimizing Your Email with A/B Testing

35. CASE STUDY
• The subject lines:
• Version A (Control): Unlock the power of search with
JIRA 5.2
• Version B (Test): JIRA 5.2 – Unlock the power of search
Optimizing Your Email with A/B Testing

36. CASE STUDY
• The results:
Optimizing Your Email with A/B Testing

37. SUMMING IT ALL UP
• Ongoing testing will allow you to continuously improve
your emails and their performance.
• A/B testing is all about learning more about your audience
and what resonates best with them.
• The more you know about your audience, the more
advanced targeting techniques you can use…like
progressive enhancement!
Optimizing Your Email with A/B Testing

38. Winning the Design Battle on Every Screen
Brian Graves
UI Designer, DEG

39. PROGRESSIVE ENHANCEMENT
Providing advanced functionality in environments where
supported.
Winning the Design Battle on Every Screen

40. “An escalator can never break: it can
only become stairs. You should never
see an ‘Escalator Temporarily Out Of
Order’ sign, just ‘Escalator
Temporarily Stairs. Sorry for the
convenience.’
MITCH HEDBERG
Winning the Design Battle on Every Screen

42. WEBKIT MARKET SHARE
47%
emailclientmarketshare.com
Winning the Design Battle on Every Screen

43. KNOW YOUR AUDIENCE
litmus.com/email-analytics
Winning the Design Battle on Every Screen

44. WEBKIT TARGETING MEDIA QUERY
@media screen and (-webkit-min-device-pixel-ratio: 0) {
/* Insert styles here */
}
Winning the Design Battle on Every Screen

45. HTML5 BACKGROUND VIDEO
Winning the Design Battle on Every Screen

46. INTERACTIVE TOUR
Winning the Design Battle on Every Screen

47. INTERACTIVE CAROUSELS
Winning the Design Battle on Every Screen

48. START BUILDING ESCALATORS
• Build a baseline experience.
• Enhance where possible. (47% WebKit)
• Ideas for progressive enhancement:
o HTML5/CSS3
o Video
o Interaction/Animation
o SVG
o Web Fonts
Winning the Design Battle on Every Screen

49. Beyond the EnvelopeTM
Paul Airy
Designer, Beyond the Envelope
HTML Typography in Email

50. Major on the Message
HTML Typography in Email

51. “Think about the email… is it going to say what you
want it to say without the subscriber making any
HTML Typography in Email
effort whatsoever?
Is the message going to be clear?”
- Paul Airy

52. #SubscriberFirst
• Can’t always rely on images displaying
• Can’t rely on good Wi-Fi or network
• It’s not just typography for its own sake
HTML Typography in Email

53. HTML Typography in Email

54. HTML Typography in Email

55. WEB FONTS
• Start with a good base font
• Progressively enhance for clients that
support web fonts
• Watch out for Outlook
HTML Typography in Email

56. BASE FONT STACK
• Use something that is cross-platform
• X-height
• Characteristics
• Letter-spacing
HTML Typography in Email

57. PROGRESSIVE ENHANCEMENT
Base Font-Family Enhancement
HTML Typography in Email

58. OUTLOOK HACK
HTML Typography in Email

59. OUTLOOK HACK
HTML Typography in Email

60. SUPPORT
HTML Typography in Email

61. MULTIPLE COLUMNS
HTML Typography in Email

62. Without using multiple
table cells or nesting
HTML Typography in Email

63. CSS3 SOLUTION
HTML Typography in Email

64. LITMUS TEST
HTML Typography in Email

65. RESULTS FOR <td>
HTML Typography in Email

66. RESULTS FOR <p>
HTML Typography in Email

67. Put your audience first and let
your type do the talking
HTML Typography in Email

68. KNOW YOUR AUDIENCE.
GET RESULTS.

69. SOLO (20% OFF)
$399
TEAM (20% OFF)
$799
litmus.com/lp/audiencewebinar
20% OFF COUPON CODE: WEBINAR

70. THANKS!