This document summarizes a presentation on email design best practices. It discusses considering the entire subscriber experience from the from name and subject line to click-throughs. Proper use of preview panes, above the fold content, and mobile optimization are covered. Examples show how testing different designs can significantly impact key metrics like click-through rates and conversions. Landing page best practices are also provided. The importance of testing all elements of an email campaign is emphasized to ensure a positive subscriber experience.

1. DESIGN FOR YOUR SUBSCRIBERSUse #MIMAET for questions, comments & conversation!

2. MEET: JUSTINE JORDAN@meladorri@ETDesign#MIMAETResponsible for managing ExactTarget’sDesign Solutions teamDedicated to producing performance-driven emails that deliver real business resultsExperience in design, brand strategy, user experience

3. LET’S TALK ABOUT…Subscriber ExperiencePerformance-Driven DesignCode MattersThe Mobile InboxLanding PagesTest, test, TEST!Q&A/Group ExerciseResources

4. WHY DOES DESIGN MATTER?Design is the visualization of a business plan. More than a pretty picture, great design requires an actionable plan and measureable goals. Design should acknowledge the subscriber experience.Put yourself in your subscriber’s shoes and understand how they will interact with your communications.Design and technology are seamlessly integrated.Emails should be designed and coded to display properly in the various ways a subscriber will view it. A comprehensive testing strategy is essential to ensure success.

5. SUBSCRIBER EXPERIENCEConsider the entire subscriber experience – from first impression to final click.Each individual phase influences the decision to open and engage with your email.Your email design is experienced in stages – not as a static page.FROM NAMESUBJECT LINEPREVIEW PANEABOVE THE FOLDCOMPLETE EMAILCLICK THROUGH

6. It all begins with theFrom Name – 73% of subscribers click “Report Spam” or “Report Junk” based on this field.*Email Sender and Provider CoalitionFROM NAMEIS YOUR FROM NAME EASILY RECOGNIZABLE?

7. SUBJECT LINE69% of subscribers click “Report Spam” or “Report Junk” based on this line.*IS YOUR SUBJECT LINE RELEVANT AND INTERESTING?*Email Sender and Provider Coalition

8. SUBJECT LINE69% of subscribers click “Report Spam” or “Report Junk” based on this line.*IS YOUR SUBJECT LINE RELEVANT AND INTERESTING?

9. Images are disabled by default more than 50% of the time.Isyourkey message visible, relevant and enticing in this space?PREVIEW PANE: IMAGES OFFWHAT IS YOUR EMAIL SAYING WITH IMAGES OFF?

10. PREVIEW PANE: IMAGES ONWhat’s your open rate? Only subscribers that turn images on trigger an open.Are you giving them a reason to keep reading? AVERAGE PREVIEWPANE DIMENSIONS:300px by 300px

11. PREVIEW PANE & IMAGE BLOCKINGHotmail - Images OffHotmail – Images On

12. PREVIEW PANE & IMAGE BLOCKINGHotmail - Images OffHotmail – Images On

13. ABOVE THE FOLDDoes your content above the fold provide motivation to respond? Are you persuading subscribers to scroll?DON’T CRAMEVERYTHINGABOVE THE FOLD…INTRODUCE CONTENTABOVE THE FOLD

14. COMPLETE EMAILSeconds – not minutes – to view an entire emailOnly 11%* of those who open will scroll below the fold!EVEN IN THIS VIEWTHE ENTIRE EMAIL IS NOT ONSCREEN AT ONCE*The Nielsen Norman Group

15. Subscriber experience doesn’t end with the inboxCLICK THROUGHDon’t ignore the transition to your website, landing page, or other marketing collateral. Ensure the products in your email are available on your site - better yet, map the individual products from the email to a product page.“…A well-designed email means nothing if the landing pages don’t work well.” – Chad White

16. CONSIDER THE SUBSCRIBER EXPERIENCEIs this the message you want to convey?

17. Brand Synergy • Content Hierarchy•Visual Hierarchy Engagement Techniques • Rendering Results •Tested QualityPERFORMANCE DRIVEN DESIGN

18. WebsiteEmailVisual recognition of the brand across all media channels creates a seamless brand experience, creating trust to engage and transact.BRAND SYNERGY

19. WireframePreview PaneAbove the FoldCreate a content hierarchy, arranging each content element (text and/or image) and associated call to action with appropriate weight.CONTENT HIERARCHY

20. Headlines utilizing size and color hierarchySecondary calls-to-actionPrimary call-to-actionMaximize response by creating a visual hierarchy, using design techniques to guide the subscriber's eye through your email based on the content hierarchy.VISUAL HIERARCHY“Quick Bites” or summaries

21. Preheader Teaser Text Forward to a ColleagueIn This IssueRead More LinkSubscriber Q&ALifestyle ImageryUse of Background ColorLink to External VideoRecovery ModuleUse design techniques to engage the subscriber through a mix of emotive and rational imagery and content. Smart use of images, borders, buttons, links, charts, colored backgrounds, etc.should be applied and tested.ENGAGEMENT TECHNIQUES

22. Optimized DesignNon-optimized DesignMain call-to-action in prime placement HTML text in web safe fonts If an email is created primarily with images,it will not display effectively when images are blocked.Designed with image-blocking and preview pane viewing in mind.Ensure your design efforts are viewed as intended once they hit the inbox. Emails that are created with the subscriber experience in mind will have a greater chance of success.RENDERING RESULTS

23. Only comprehensive testing will validate successful rendering of design and ensure functional performance prior to sending to the subscriber inbox.TESTED QUALITY

24. CODE MATTERS!HTML for email is different than HTML for the webModern web design utilizes CSS (cascading style sheets) for layout. However, due to inconsistent CSS support, HTML tables must be used for email layout. CODE LIKE IT’S 1999!No standards exist for displaying HTML in email.Proper syntax still counts – use a validator to check for general errors.Beware of:Forms, surveys, search barsJavascriptVideo/flashAnimated .gifsBackground images

25. THE MOBILE INBOXEmail accounts for 42% of mobile internet time30% of users are reading and replying to email on their smartphonesMore than 90% of users access the same account on their mobile device + their desktop PC

26. THE MOBILE INBOXThere are no standards in place for displaying emails on smartphones(sound familiar?)

27. THE MOBILE INBOXMOBILE AWAREMaximizing desktop experience and ensuring a functional mobile experienceMOBILE OPTIMIZEDMaximizing mobile email experience without sacrificing desktop experienceENABLED DEVICESiPhone, iPad, Android, PreProbably render just fineLIMITED DEVICESI’m looking at you, BlackberryMay need special consideration for a positive experience

28. THE MOBILE INBOX

29. THE MOBILE INBOX

30. THE MOBILE INBOX

31. THE MOBILE INBOX

32. THE MOBILE INBOX

33. THE MOBILE INBOXDiscover YOUR audienceLitmus Email Analytics is a great start

34. THE MOBILE INBOXMaximize subject lines and preheadersDon’t worry about specific devicesMobile optimized campaigns require special planning!Include short, direct, clear copy & calls-to-actionThink skinny + single column (320px)Larger text (18-22px) and “easy to press” buttons (about 0.4 inches)Don’t downgrade the desktop experience. Design for the majority of your users.

35. LANDING PAGE TIPSLeverage web analytics to design for your audienceMonitor Resolution, Browser, User behavior

36. LANDING PAGE TIPSContinuity – graphics, offers, headlines, imagery, dataSet expectations, and follow through accordinglyKeep forms simpleHonest, clear, concise copy – use bullets!Avoid extra elements (navigation, sidebars, images…)Don’t be afraid to re-state valueUse seals!Same rules of email apply to landing pages

37. IS THIS A POSITIVE SUBSCRIBER EXPERIENCE?Email with “Download Now” call to actionAbove the fold view

38. IS THIS A POSITIVE SUBSCRIBER EXPERIENCE?Cluttered landing pageLots of irrelevant contentWhere’s the download?$99?!

39. Did the landing page meet the expectations that the email set up?

40. Did you build my trust as a subscriber? Subject LinesSender LinesPersonalizationList SegmentationGreeting Text—ContentGreeting Text—StyleBody Text—ContentBody Text—Style Closing Text—Content Closing Text—Style 11. Images12. Offer / Promotions13. Response Buttons14. Day / Time Sent15. Color 16. Coupons17. Pricing 18. Free Trial 19 HTML vs. Text-Only20. Unsubscribe21. Taglines22. Creative23. Press mentions 24. Store Locations25. Phone Numbers26. Animations 27. Charts28. Strikeouts 29. Signatures30. Testimonials31. Celebrities32. Polls / Surveys33. Call to Action34. Sound35. Numbering36. Themes37. Discounts38. Refer a Friend39. Click to Talk40. Email Sign-up 100s of Potential “Success Factors”TEST, TEST, TEST!Insights gained from testing may be applied to ALL Marketing Channels (TV, Radio, Print, Tradeshows, Web, Email & Search)

41. EXTREME MAKEOVER:EMAIL DESIGN EDITION

42. PIER 1 IMPORTS

43. DESIGN “A”

44. DESIGN “B”

45. DESIGN “C”

46. DESIGN “C”DESIGN “A”DESIGN “B”WHICH DESIGN PERFORMED THE BEST?

47. PIER 1 RESULTSMEASURES: CTR of Delivered Emails Unsubscribe Rate Sales Generated by SubscribersWINNER: Generated 86% More Clicks Than Other Competitors Generated 25% More Sales Than Nearest Competitor

48. WINNER: DESIGN “A”BUT…

49. AAA OHIO

50. DESIGN “A”

51. DESIGN “B”

52. DESIGN “C”

53. DESIGN “B”DESIGN “A”DESIGN “C”WHICH DESIGN PERFORMED THE BEST?

54. AAA OHIO RESULTSMEASURES: CTR of Delivered Emails Projected Renewal RevenueWINNER: Outperformed Control CTR by 26% Outperformed Projected Revenue of 2nd Place by 4%

55. WINNER: DESIGN “C”

56. MARKETING EXPERIMENTS

57. DESIGN “A”

58. DESIGN “B”

59. DESIGN “C”

60. DESIGN “C”DESIGN “A”DESIGN “B”WHICH DESIGN PERFORMED THE BEST?

61. MARKETINGEXPERIMENTS RESULTSMEASURES: CTR of Delivered Emails Unsubscribe RateWINNER: Outperformed 2nd Place by < 2% Outperformed Control CTR by 26% Outperformed Control Unsubscribe Rate by 15.9%

62. WINNER: DESIGN “B”

63. LANDING PAGE TESTSControl:HorizontalVertical

64. 5 THINGS WHITEPAPERTotal Leads Generated: 88Total Leads Generated: 102LIFT: 34% Total Leads Generated: 76

65. DESIGN ELEMENTS TESTButtonsvsText> 230 characters< 130 charactersvsImageryvs

66. WINNING COMBINATIAONDESIGN ELEMENTS TESTButtonsvsText> 230 characters< 130 charactersvsImageryvs

67. AS A RESULT

68. GROUP EXERCISE + Q&ABreak up into groups of 4-5 peopleTake turns sharing your email designsDevelop recommendations how each email can be optimized for subscriber experience and deliver on performance driven design tacticsQ&A, wrap up, findings

69. EXACTTARGET RESOURCES

70. ExactTarget Design ResourcesSeven Design Principles That Will Drive Customer EngagementEight Tips on Designing for Outlook 2007 and 2010Five Easy Ways to Improve Conversions Across All Interactive Channels

71. ExactTarget Design ResourcesEmail MarketingDesign & Rendering: The New EssentialsEmail Design ChecklistEmail Design for Lotus Notes CareerBuilder.comCase Study

72. ExactTarget Design ResourcesDesign Team BlogNew posts weekly!blog.exacttarget.comMarketingExperimentsMaximize Agency ROIthrough testingTwitter@ETDesigntwitter.com/etdesign

73. THANKS!