Designed for Success: Optimizing the Email Experience

Designed for Success:
Optimizing the Email Experience

JUSTINE JORDAN
@meladorri @litmusapp

DISCLAIMERS
#SearchLove @meladorri

‘Best practices’ are like
training wheels.
Test.
-@mparkerbyrd

@mparkerbyrd
@lozzytweets
@RodriguezCommaJ
@KevinGotBounce

………

EMAIL IS NOT
JPG
PPC SEO CPC
ONE-PAGE WEBSITE

EMAIL IS NOT

EMAIL IS
<make it rain>

<emotional/happy>
YES,

EMAIL IS
BUT ALSO,

DIRECT
QUANTITATIVE
REAL-TIME

EMAIL IS A
1-to-1
MEDIUM

EMAIL IS A
unique
MEDIUM

Email
!
<table>
<td>
<td>
px
style=“font-face”
bgcolor
padding
!
Web
!
<div>
<h1>
<p>
em
<style>
background-color
margin

Use this
!
#ffffff
bgcolor
individual properties
width=“100”
style=“…”
align=“left”
!
Not this
!
#fff or rgb
background-color
shorthand
width:100px
<style>
text-align:left

FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
SUBSCRIBER EXPERIENCE

FROM NAME SUBJECT
LINE
‣ What is recognizable, trustworthy and
relevant?
‣ Does the subscriber have a relationship
with a person or the brand?

FROM NAME SUBJECT
LINE

1 Free is OK
2 Shorter=better?
3 Relevance!
4 Useful + speciﬁc
5 Test, test, test
https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic

FROM NAME SUBJECT
LINE

✔
✔
✔
✘
✘
FROM NAME SUBJECT
LINE

Pre-header text A/B Tests:
30%+ CTR Boost
FROM NAME SUBJECT
LINE
<div style="line-height:1px;font-size:
1px;color:#FFFFFF;display:none;">
!
Insert your magically appearing/disappearing
preheader text here!
!
</div>

FROM NAME SUBJECT
LINE
75%of emails are displayed with preview text

~25 characters
25% of the inbox
!
!
~35 characters
25% of the inbox
!
!
~85 characters
50% of the inbox
FROM NAME
SUBJECT LINE
PREHEADER
FROM NAME SUBJECT
LINE

Future proof emails
for the Apple Watch
FROM NAME SUBJECT
LINE
PREHEADER

FROM NAME SUBJECT
LINE
Guide to styled ALT text: http://bit.ly/styledALT
Guide to image blocking: http://bit.ly/image-block
<img alt="Litmus" width="200" height="50"
style=“font-family: Arial; color: #ffffff; font-
size:20px" border="0">

“Does your iPhone fold…?”
FROM NAME SUBJECT
LINE

“Scrolling is easier than clicking.”
FROM NAME SUBJECT
LINE

‣ Minimize friction
‣ Be clear and concise
‣ Test buttons vs. text
‣ Use active language
‣ Consider size,
placement,  
color, and context
FROM NAME SUBJECT
LINE

FROM NAME SUBJECT
LINE
h"p://bit.ly/bulletproof-‐bu"ons

<table border="0" cellspacing="0" cellpadding="0">
<tr>
<td bgcolor="#cccccc" style="padding: 12px 18px 12px 18px; -webkit-border-
radius:3px; border-radius:3px" align="center"><a href="https://litmus.com/”
style="font-size: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff;
text-decoration: none;">Litmus</a>
</td>
</tr>
</table>

FROM NAME SUBJECT
LINE

FROM NAME SUBJECT
LINE
… add to cart?

‣ Create hierarchy with
symbols
‣ Avoid hard breaks
‣ Put links on a new line
‣ Tabs, spacing and CAPs to
organize
‣ Convey imagery with text

DELIVERING
EXPERIENCES

‣ Register for a webinar
‣ Read an article
‣ Buy something
WHAT
‣ Triggered vs. mass
‣ Drip or automation
‣ Behavioral-based
‣ Day and time
WHEN
‣ Mobile / tablet
‣ Web browser / webmail
‣ Desktop / at work
WHERE
‣ Brand awareness
‣ Content marketing
‣ Inﬂuence behavior
‣ Drive purchases
WHY
‣ Opens
‣ Clicks
‣ Conversions
HOW
‣ Internal vs. external
‣ B2B vs. B2C
‣ Demographics
‣ Know your audience!
WHO
EXECUTIVE SUMMARYHow would you explain this campaign in an elevator ride to your CEO?FIVE W’S
Every email should have a purpose and a clearly stated goal.
• WHO are you sending to?• WHAT do you want them to do?• WHEN is it appropriate to send the message?
• WHERE will the recipient read it?• WHY are you sending this message?• HOW are you going to measure success?
MESSAGING STRATEGYWhat content should be included in the email? Be as detailed as possible, including:
• From name
• From address
• Subject line
• Preheader text
• Headline(s)
• Subhead(s)
• Copy points
• Call to action
• Graphics/images
SEGMENTATION STRATEGYIndicate what data fields or customer attrib
PLAN YOUR NEXT GREAT EMAIL
bit.ly/email-plan

‘WHERE’ HAS BECOME A COMPLICATED QUESTION.

MOBILE EMAIL
+400% since 2011
@ryanmheap @degdigital

Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
0 25 50 75 100
If you get a mobile email that
doesn’t look good, what do you do?
80.3%
30.2%
13.5%
3.8%
6.3%
+68%
+15%

31%of marketers don’t know their
mobile email open rate
source: marketingsherpa.com

KNOW THY
AUDIENCE

.appleBody a {
color:#ffffff; text-decoration: none;
}
!
!
!
<tr>
<td align="center" style="padding: 10px 0 0 0; font-
size: 13px; line-height: 16px; font-family: Helvetica,
Arial, sans-serif; color: #ffffff; "> Get away <span
class="appleBody">Thurs-Sun</span>
!
</td>
</tr>
!
Blue links in iOS: http://bit.ly/blue-links

-webkit-text-size-adjust: none;

image: webdesignerdepot.com
‣Body copy 16px+
‣Headlines: 22px+
‣Buttons: 44px by 44px
‣ White space: 10px+
‣ Tappable touch targets

I LIKE…
BIG BUTTONS

‣More than a “line of code”
‣Set of conditional statement that enables speciﬁc styles
‣Detects screen size, not device type
‣Not supported in every mobile email app
RESPONSIVE EMAIL!!1!
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic

Email is an application
and occasionally a mobile browser

Version A: Green bu on Version B: Blue bu on
CTA COLOR TEST

Version A: Green bu on Version B: Blue bu on
CTA COLOR TEST
no
change

Version A: Start testing Version B: Read our overview
CTA TEXT TEST

Version A: Start testing Version B: Read our overview
CTA TEXT TEST
2x
clicks

Thanks, Email! :)
Pageviews
Twitter mentions

https://github.com/rodriguezcommaj/salted

justine@litmus.com
@meladorri
THANKS!
litmus.com/lp/searchlove

Designed for Success: Optimizing the Email Experience

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Designed for Success: Optimizing the Email Experience