1. Tuesday 23rd April 2013
Designing Emails for Today
Navigating the dangerous waters of email design
Tuesday 23 April 13

2. E-mail reading patterns / How do people read E-mails?
“…the average time allocated to a newsletter after opening it
was only 51 seconds. “Reading” is not even the right word,
since participants fully read only 19% of newsletters. The
predominant user behavior was scanning. Often, users didn’t
even scan the entire newsletter: 35% of the time,
participants only skimmed a small part of the newsletter
or glanced at the content.”
Jakob Nielsen, Email Newsletters: Surviving Inbox
Congestion
Tuesday 23 April 13

3. E-mail reading patterns / How do people read E-mails?
Tuesday 23 April 13

4. The Fold / Why it matters in e-mail
http://www.emaildesignreview.com/email-design-best-practice/the-fold-and-email-marketing-1247/
http://www.campaignmonitor.com/blog/post/3779/does-the-fold-matter-in-email-marketing
Tuesday 23 April 13

5. Images / Who can see them?
Tuesday 23 April 13

6. Images / Who can see them?
Tuesday 23 April 13

7. Main Email Clients / As of September 2012
http://www.campaignmonitor.com/resources/will-it-work/email-clients/
Tuesday 23 April 13

8. Mobile E-mail Growth Year on Year / September 2012
http://www.campaignmonitor.com/resources/will-it-work/email-clients/
Android
90%
iPhone / iPad
74%
Tuesday 23 April 13

9. E-mail Viewing Areas / How wide are e-mails?
http://www.campaignmonitor.com/blog/post/3481/how-wide-are-html-email-designs-today/
Tuesday 23 April 13

10. E-mail on smartphones / Designing for everyone
Source:
Knotice Mobile Email Opens
Report, April 2012
%
27of all emails are opened on a mobile
device. 20.6% from smartphones, 6.8%
from tablets. This is up from 13.4% in Q4
2010.
Tuesday 23 April 13

11. E-mail on smartphones / Designing for everyone
%
22of all emails are opened on an iPhone or
iPad.
The iPhone accounts for nearly 70% of all
email opens on a mobile phone, the iPad
accounts for 97% of all opens on tablets.
Source:
Knotice Mobile Email Opens
Report, April 2012
Tuesday 23 April 13

12. E-mail on smartphones / Designing for everyone
%
70of consumers delete emails
immediately that don’t render well on a
mobile device
Source:
BlueHornet “Consumer Views of
Email Marketing”, January 2012
Tuesday 23 April 13

13. E-mail on smartphones / Designing for everyone
Tuesday 23 April 13

14. Conclusions / What can we do?
Design for skimming – have a table of contents up
front.
Design with good, simple CSS and as little imagery as
possible.
Keep good alt tags and captions.
Design for a screen width of about 600px. Better yet,
design for fluidity in screen width.
Test on as wide a range of mobile devices as
possible.
Tuesday 23 April 13

15. Billy Kennedy billy.kennedy@iqcontent.com
Questions?
Tuesday 23 April 13