The document outlines the top five opportunities for enhancing email creative strategies based on Litmus' 2017 report, which includes responsive design, animation, styled alt text, dynamic content, and A/B testing. It highlights the unique constraints and trends of email marketing and provides actionable advice for marketers to implement these strategies effectively. Additionally, the report emphasizes the importance of testing and optimizing email campaigns to improve performance and brand experience.

1. Top 5 Opportunities
for Improving Your
Email Creative
Insights from Litmus’ 2017 State of Email Creative Report

2. Email creative is unlike web or print design. It
has its own unique constraints and
opportunities that marketers must master to
make the most of the channel.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

3. Based on our survey of more than 3,500
marketers, our 2017 State of Email Creative
report identifies the top 5 opportunities to
improve your email creative strategy:
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

4. 1.Responsive design
2.Animation
3.Styled ALT text
4.Dynamic content
5.A/B testing
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

5. Over the next 45 minutes, we’ll share
research into the usage of each of these,
plus how-to advice so you can put these
tools and tactics to use for your brand.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

6. Chad S. White
Research Director at Litmus
Author of Email Marketing Rules
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Kevin Mandeville
Product Manager
Litmus

7. The Litmus Email Creative Platform works
alongside your existing ESP to help you
ensure a consistently great brand experience
for every subscriber, work more efficiently,
accelerate campaign performance, reduce
errors, and stay out of the spam folder.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

8. Litmus offers:
● Email Previews in a wide range of clients
● Builder, our email HTML editor
● Spam Testing in 20+ filters
● Checklist for quality assurance
● Email Analytics for new insights
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

9. Responsive
Design

10. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is responsive
design and what are the
current trends around it?

11. Most emails are opened on mobile devices—
and have been for several years now. Your
brand’s mobile email readership levels can
differ, but our industry reached a critical
mass years ago.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

12. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

13. A strong majority of brands use responsive
design for their emails, although adoption is
lower for automated and transactional emails
than for broadcast and segmented emails.
#LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

14. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

15. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

16. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

17. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Most brands are using responsive design to
create minor changes between the desktop
and mobile versions of their emails.

18. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

19. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
responsive design?

20. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Fluid-to-fixed layout structure

21. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
<div style="width: 100%; max-width: 600px;">
<!-- Insert content here -->
</div>
Fluid div by default with max-width constraint

22. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
<!--[if (gte mso 9)|(IE)]>
<table cellspacing=“0” cellpadding=“0” border=“0” width=“600” align=“center”>
<tr>
<td>
<![endif]-->
<div style="width: 100%; max-width: 600px;">...</div>
<!--[if (gte mso 9)|(IE)]>
</td></tr></table>
<![endif]-->
Wrap in Outlook conditional table

23. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Fluid-to-fixed layout structure

24. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
@media screen and (max-width: 600px) {
.foo {
/* Properties */
}
}
Media query

25. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
FREE Templates: litmus.com/community/templates

26. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
[Tutorial] Creating A Responsive Email Without Media Queries

27. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Visual editors for responsive email
StampReady BEE

28. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Frameworks for responsive email
ZURB’s Foundation for EmailsMJML

29. Animation

30. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is animation
and what are the current
trends around it?

31. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Motion is powerful because it draws the eye.
It’s attention-grabbing. Support for video in
email is decent for most senders, but support
for CSS animation is stronger and support for
animated GIFs is nearly universal.

32. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Successful email programs are 52% more
likely than less successful programs to use
animation at least sometimes in their email
designs (53% vs. 35%).

33. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

34. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Animated GIF usage is much stronger
among B2C brands. Our 2017 State of Email
Creative research shows 38% of B2B brands
never use animated GIFs in their emails,
compared to only 22% of B2C brands.

35. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
animation?

36. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
<img src="image.gif" width="500" height="200"/>
GIF implementation

37. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Sprout Social

38. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Netflix
https://litmus.com/scope/706dzzyz5tve

39. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Uber
https://litmus.com/builder/47c769f

40. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Animated GIFs
are not supported
in Outlook 2007-
2016 for
Windows First frame should include play button and CTA

41. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
A Guide to Animated GIFs in Email

42. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Photoshop's Timeline Rocks

43. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
@keyframes animation-name {
0% {
opacity: 0;
}
100% {
opacity: 1;
}
}
CSS animation implementation
@keyframes animation-name {
from {
opacity: 0;
}
to {
opacity: 1;
}
}

44. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
.class {
animation-name: animation-name; /* @keyframes name */
animation-duration: 4s; /* Total duration of animation */
animation-delay: 1s; /* Delay before animation begins */
animation-iteration-count: infinite; /* How many times animation runs */
animation-timing-function: linear; /* Set animation speed */
animation-direction: alternate; /* Set loop direction */
}
CSS animation implementation

45. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
.class {
animation: animation-name 4s 1s infinite linear alternate; /*Shorthand*/
}
CSS animation implementation

46. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Burberry
https://litmus.com/builder/2d1329e

47. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Narcos
https://litmus.com/builder/5f40c05

48. Styled
ALT Text

49. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is styled ALT
text and what are the
current trends around it?

50. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Defensive design techniques help your
emails convey their message when images
are blocked. Those techniques include using:
1.HTML or system text
2.Background colors on table cells
3.ALT text

51. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

52. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
While ALT text is very common, most brands
don’t style theirs often. This involves using
CSS styles to change your ALT text’s…
● Font
● Color
● Size
● Style
● Weight

53. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

54. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Successful email programs are 50% more
likely than less successful programs to
always or often use styled ALT text (26.6%
vs. 17.7%).

55. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
styled ALT text?

56. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
<img src="image.png" width="500" height="462" style="width: 100%; height:
auto; display: block; color: #ffffff; font-size: 36px; font-family: sans-serif;
background: #333333;" alt="This is alt text"/>
Styled ALT text implementation

57. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

58. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

59. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
#EmailWeekly

60. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
The Ultimate Guide to Styled ALT Text in Email

61. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
The Ultimate Guide to Image Blocking in Email

62. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Pushing the Boundaries of Creative ALT Text in Email

63. Dynamic
Content

64. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is dynamic
content and what are the
current trends around it?

65. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Dynamic content allows marketers to
personalize their emails, which makes them
more relevance for subscribers and
increases performance for brands.

66. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

67. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Successful email programs are 68% more
likely than less successful programs to use
dynamic content always or often in their
emails (50% vs. 30%).

68. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Dynamic content has a bright future. It will
benefit tremendously from other major
marketing and business trends, such as Big
Data, AI, machine learning, omnichannel
integration, and customer-centricity.

69. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
dynamic content?

70. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
What can be dynamic in email?

71. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Spotify 2016 Wrapped

72. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
JibJab
Halloween

73. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Advent Calendar

74. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Litmus Twitter Feed

75. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Dynamic content services
Movable Ink LiveClicker

76. A/B Testing

77. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How popular is A/B testing
and what are the current
trends around it?

78. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Analytics allow marketers to listen to their
subscribers and collect feedback. A/B testing
allows marketers to listen to their subscribers
in a much more targeted way and iterate on
feedback much more quickly.

79. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Brands are much more likely to A/B test their
broadcast and segmented promotional
emails than they are their automated and
transactional emails. However, successful
email programs are more likely to test their
automated and transactional emails.

80. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

81. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

82. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

83. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
39% of email programs generate 25% or
more of their email marketing revenue from
automated and transactional emails; 13%
generate 50% or more. That trend makes
A/B testing these emails even more critical.

84. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Most email A/B testing is focused on high-
yield elements like subject lines and calls-
to-action. However, there are many
opportunities further down the value chain.

85. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

86. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
How can marketers best
act on the trends around
A/B testing?

87. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
When doing email A/B testing:
1. Focus your email A/B testing efforts on
campaign elements that are most likely to
move the needle on performance, such as
subject lines, calls-to-action, hero images,
and heads.

88. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
2. Understand whether your testing will get
you closer to a local or global maximum.
Janie Clarke of Indeed recommends A/B
testing small, medium, and large changes to
find both your local and global maximums.

89. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

90. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
3. Have a clear hypothesis.
4. Choose a testing victory metric that is
aligned with your campaign goal.

91. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
5. Use test segments of active subscribers.
6. Test similar groups of subscribers.
7. Ensure your testing groups are big enough
to produce statistically significant results.
Consider abtestguide.com/calc/

92. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
8. Use holdout groups when appropriate.
9. Create test plan and record test results.
10. Confirm results of tests.

93. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
11. Share the results of your email A/B tests
with other channel owners at your company.
Jonathan Pay of Holistic Email Marketing
recommends sharing email A/B testing insights
with your web, social media, and ad teams.

94. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville

95. Top 5 Opportunities for Improving Your
Email Creative
1.Responsive design
2.Animation
3.Styled ALT text
4.Dynamic content
5.A/B testing

96. #LitmusLive @LitmusApp @ChadSWhite @KevinMandeville
Download the 2017 State of
Email Creative report at:
pages.litmus.com/lp/state-of-
email-creative-2017

97. Thank You!
Any Questions?
You can find all of our
State of Email Survey Research at
litmus.com/stateofemail