PostCon: Email Part 5- Produce Engaging Content Every Time
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The document discusses producing engaging creative content consistently. It covers what makes great creative, using brand and customer insights to develop stories. Examples are provided of improved creative for Schwann's and Comcast. The document also discusses evaluating creative using principles like hierarchy, utility, and value. Mobile email design approaches like responsive and fluid layouts are examined. Tips are provided for briefing teams, evaluating creative, and giving feedback.
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PostCon: Email Part 5- Produce Engaging Content Every Time
- 1. Produce Engaging Creative – Every Time Wacarra Yeomans Director, Creative Services Responsys
- 2. We’ll cover • Engaging Creative • Producing Engaging Creative • Every time 10/23/13 2
- 4. What makes great creative? 10/23/13 4
- 7. pop quiz How many pandas do you see? 10/23/13 7
- 8. What is engaging creative? Your brand 10/23/13 8
- 9. 10/23/13 9
- 16. What is engaging creative? Your customer 10/23/13 16
- 17. Your Customer I Iexpect my expect my experience with your experience with your brand to be brand to be consistent consistent I Iunderstand this is aa understand this is business conversation and business conversation and will sometimes be will sometimes be promotional promotional 10/23/13 You should remember certain You should remember certain things about me things about me Help me understand Help me understand why this is valuable why this is valuable information for me information for me 17
- 18. 62% use their phone everyday Smartphones are used everywhere Home 97% On the go 83% In a store 78% Restaurant 71% Work 71% At a social gathering 60% Doctor’s office 56% Café or coffee shop 50% Airport 49% Public Transport 36% School 30% (Source: Google Mobile Planet Report) 10/23/13 18
- 19. And we’re doing lots of things at once Source: Google, Our Mobile Planet: United States 10/23/13 19
- 20. “… a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.” – Herb Simon 10/23/13 20
- 21. What is engaging creative? The inbox 10/23/13 21
- 22. Phones are larger, tablets smaller 10/23/13 22
- 23. How we read email? 10/23/13 23
- 24. 10/23/13 24
- 25. 10/23/13 25
- 26. Mobile email solutions Scalable layout – Layout is static – Single layout for all screens – Device can scale to fit screen – Content is mobile-friendly – Text is large and legible – Buttons are touchscreen friendly – Content is organized and concise – Media queries aren’t used Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13) 10/23/13 26
- 27. Mobile email solutions Fluid layout – Layout is fluid – Single layout that fills any screen – Width is flexible so content can wrap – Content is flexible – – – – Text is large enough to read Buttons are touchscreen friendly Text areas can expand and contract Images often remain static – Media queries aren’t used Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13) 10/23/13 27
- 28. Mobile email solutions Responsive layout – Layout adapts to screen size – Multiple layouts can be presented – Can be used with fluid layouts – Can be used with static layouts and breakpoints (also called “Adaptive”) – Content is mobile-optimized – Elements can change style, size, and position – Presentation adapts to best suit screen size – Media queries are used – Establish breakpoints for layout changes – Establish conditions for presentation changes Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13) 10/23/13 28
- 29. Mobile email solutions Device-specific layout – Layout is specific to screen size – Single version for a single purpose – Separate versions for different audiences – Content is created for specific context – Optimized for individual segments – Often promotes timely, local, or device message – Media queries aren’t used – Device is detected – Content sent at time of open Source: https://litmus.com/blog/webinar-mobile-email-strategies-approaches (Retrieved 5/8/13) 10/23/13 29
- 30. When responsive design? When your audience tells you to use it.* * Make sure your audience is receptive before investing time and resources. 10/23/13 30
- 31. Let’s start with your device. @Media Supported @Media Not Supported Kindle Gmail/Yahoo App on All Platforms iPhone Android Outlook Exchange iPad Android 2.1 and lower iPod Touch BlackBerry OS 5 Palm Web OS 4.5 Windows Mobile 6.1 Windows Phone 7.5 Windows Phone 7 Windows Phone 8 Android 2.2 and up 10/23/13 31
- 32. When responsive design? If your audience is using: – Android – iPhone – Relatively new Blackberry devices (not a large crowd) Responsive emails might be for you. 10/23/13 32
- 33. When responsive design? If your audience mainly uses: – Desktop clients (Outlook/Gmail/Yahoo!) – Older Blackberry operating systems – Windows phones Responsive emails probably aren’t right for you. 10/23/13 33
- 34. Responsive Design Recap Advantages Disadvantages More cost effective. Higher initial investment. Mobile optimized, resulting in better user experience. Technology is not fully supported on every platform. Design will be relevant longer. Technology constantly changing. 34
- 35. Invest in copywriting • You only have 20 words to make an impact. • Make. • Them. • Count. 10/23/13 35
- 36. What is engaging creative? Your story 10/23/13 36
- 39. Brand Stories 39
- 44. Briefing your creative team Producing Engaging Creative 10/23/13 44
- 45. 4 components of a great brief The Briefing Document The Briefing Document 10/23/13 45
- 46. Objective Which of these is more clear? •Drive conversions? •We need to upsell to people who have purchased airlines. •Currently 5% of our customers who purchase flights also purchase hotels. We’d like to see 10% by the end of this campaign. 10/23/13 46
- 49. Tips for evaluating creative 10/23/13 49
- 50. Tips for evaluating creative Use the 7 principles of user experience •Hierarchy •Utility •Usability •Aesthetics •Identification •Stimulation •Value 10/23/13 50
- 51. 7 principles of user experience Hierarchy •Is the first element I see the most important part of the message? 10/23/13 51
- 52. 7 principles of user experience Utility •Is this the right channel or delivery method for this message? 10/23/13 52
- 53. 7 principles of user experience Usability •Does this email function like I would expect? 10/23/13 53
- 54. 7 principles of user experience Aesthetics •Does this represent our brand? 10/23/13 54
- 55. 7 principles of user experience Identification •Can I identify myself with the product or message? Does it fit into my daily activities? 10/23/13 55
- 56. 7 principles of user experience Stimulation •Does the message give me inspiration? Or wow experiences? 10/23/13 56
- 57. 7 principles of user experience Value •What’s in it for me? 10/23/13 57
- 59. HIERARCHY On a scale of 1-10, is the first element I see, the most important one? 10/23/13 59
- 60. UTILITY On a scale of 1-10, is this the right channel or delivery method for this message? 10/23/13 60
- 61. USABILITY On a scale of 1-10, does this email function like I would expect? 10/23/13 61
- 62. AESTHETICS On a scale of 1-10, does this represent our brand? 10/23/13 62
- 63. IDENTIFICATION On a scale of 1-10, can I identify myself with the product or message? Does it fit into my daily activities? 10/23/13 63
- 64. STIMULATION On a scale of 1-10, Does the message give me inspiration? Or wow experiences? 10/23/13 64
- 65. VALUE On a scale of 1-10, what’s in it for me? 10/23/13 65
- 68. Giving Feedback: Copy & Design • Assume every word, punctuation mark, color, font and pixel are there for a reason before giving direction • Let the team explain creative decisions • The writer and designer are counting on you to make sure the work meets business objectives • Try to differentiate client direction from your personal preferences (Both are valid! But in different ways) • Ask questions and make suggestions, so the writer and designer have a choice and trust your team • Be specific about what isn’t working • If there are more than a couple notes, TALK 10/23/13 68
- 69. Giving Feedback: Copy • • • • It looks easy, but it’s not Give direction rather than rewriting Ask questions about word choice Keep the editing within the copy discipline – When typos happen, it’s a reflection on the writer • Include examples so the writer can easily understand what you’re looking for 10/23/13 69
- 70. Giving Feedback: Design • At first glance, what are you immediately drawn to? – In two seconds can you tell what this email is about? – Do you look at the primary message first? – Is a secondary message bolder and carrying more visual weight? • Be specific about what isn’t working • Keep the end user in mind – How will a subscriber interact with this message? • Decide whether your responses are personal preference or business objectives 10/23/13 70
- 71. Do’s and Don’ts DON’Ts • Say “I don’t like that” • Stand over someone while they make changes, unless you are invited DO’s • Keep the objective in mind – is this meeting the objective? • Think about your word choice when giving feedback • Be specific about what you’re looking for 10/23/13 71
- 73. 10/23/13 73
- 74. Wacarra Yeomans Director, Creative Services – Responsys wyeomans@responsys.com @wac_intosh Thank you! 10/23/13 74
Editor's Notes
- {"50":"This is where art can be measured – Art & science\n","45":"Objectives should include a measurable metric\nThis clearly outlines expectations for the projects\nObjectively enables you to determine if the project was successful\nGives the team a common goal to work toward and guide their decisions.\nSum up the overarching marketing strategy\nHow does this project fit into the way we’re talking to our customers in other programs?\nAre there materials that have already been created that we should reference?\nDo we have previous performance metrics we can refer to?\nDirection\nTrue direction requires trust\nIt’s important to identify what problem this project will solve and let your creative team come up with the solution\nYou can contribute Why and What, but you have to let your team decide how\nIf you can explain why your subscriber should care, your creative team can tell that story visually\n","34":"bottom right matters, but not that much to me. Others may disagree.\nDo the best you can for the situation right now. \n","30":"People in the room … if you were my audience … let’s figure out if it would be worthwhile for me to send you responsive emails. \nGet your phones out. Turn them on.\nWho has a smartphone?\nAny feature phones?\n","19":"Digital native - instantly connected\nWe crave these connections, paperboy delivering info every 10 seconds\n","3":"Delight, relevance, value\n","31":"If you were my audience … let’s figure out if it would be worthwhile to send you responsive emails. \n- Androids … raise your hand … iphone raise your hand.\nNative app versus standalone …\nShould we go responsive? Very likely.\n","20":"400 billion bits of info, only aware of 200,000\n","4":"What you don’t see here is color, type, etc… it’s bigger than that, it’s an experience\n"}