EMAIL STRATEGY,
DESIGN AND USER
EXPERIENCE
Justine Jordan, Litmus
AGENDA
‣ Introductions
‣ Laying a great foundation
‣ The subscriber experience
‣ Increasing performance through A/B tests
...
‣ Content, education, community at Litmus
‣ Previously at ExactTarget
‣ Midwest born and bred
‣ I ♥ email
I’M JUSTINE.
HEL...
HELLO!
‣ Your name
‣ Where you work / your company
‣ What you do there
‣ What email-related challenges are you facing?
‣ W...
HAVE YOU HEARD?
EMAIL IS DEAD.
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
OR NOT.
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Effective — yields more ROI than any other channel
‣ Inexpensive — sending one...
‣ It’s all about permission
‣ Not implied
‣ Not purchased
‣ Expires after a certain period of time
!
Respect the user’s in...
Emails are not
weapons of
mass destruction.
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Physical mailing address
‣ A way to unsubscribe
‣ Don’t make the user jump through hoops
‣ Process request within 10 day...
“… you recently created a Litmus account.”
“… you recently downloaded our templates.”
“… you recently ran a test.”
“… you ...
EVERY EMAIL SHOULD HAVE A
PURPOSE.
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL IS:
A unique medium
with unique
considerations
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL IS NOT:
A JPG
A print ad
A banner ad
A one-page web site
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ WHO are you sending to?
‣ WHAT do you want them to do?
‣ WHEN is it appropriat...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Internal vs. external
‣ B2B vs. B2C
‣ Demographics
‣ Know your audience!
WHO
‣...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
NO PLAN? NO PURPOSE?
NO EMAIL.
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‘WHERE’ HAS BECOME A COMPLICATED QUESTION.
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
25%
27%
48%
Mobile Desktop Webmail
‣ Smartphones (iPhone, Android) 

and tablets...
MOBILE EMAIL:
+400% since 2011
TYPES OF EMAIL
YOU SHOULD SEND
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Lead nurturing
‣ Drip campaigns
‣ Product updates/announcements
‣ Actions (and...
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
SUBSCRIBER EXPERIENCE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ What is recognizable, trustworthy and relevant?
‣ Does the sub...
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
+ open rates
– gimmick
~ value
SYMBOLS IN SUBJECT LINES
Source: https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic
THE PERFECT SUBJECT LINE?
1. ‘Free’ is o...
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ Support your subject line
‣ Call to action
‣ Reminder
‣ Specia...
✔
✔
✔
✘
✘
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
~25 characters
25% of the inbox
!
!
~35 characters
25% of the in...
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ Prioritize and prune
‣ Use color, weight & size for emphasis
‣...
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
“Does your iPhone fold?
…Mine doesn’t…”
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
“Scrolling is easier than clicking.”
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ Minimize friction
‣ Be clear and concise
‣ Test buttons vs. te...
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Create hierarchy with symbols
‣ Avoid hard breaks
‣ Put links on a new line
‣ ...
REVIEW: WHY ARE THESE ON THE ‘BAD EXAMPLES’ SLIDE?
EMAIL:
UNDER THE HOOD
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ HTML for email is not HTML for the web
‣ Code like it’s 1999; use HTML tables for layout
‣ Think in modules: images and ...
‣ No JavaScript, Flash, forms…
‣ Web standards don’t apply; support for HTML and CSS is wonky
‣ Use inline CSS(Gmail strip...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Many different email apps and
programs
‣ Varying support for HTML/CSS
‣ Screen...
THE MOBILE
FACTOR
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
25%
27%
48%
Mobile Desktop Webmail
‣ Smartphones (iPhone, Android) 

and tablets...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
70%+ open on mobile >15% open on mobile
80.3%
30.2%
13.5%
3.8%
6.3%
If you get an email on your phone that doesn’t look good, what do you do?
Source: BlueHornet S...
The finger is the new mouse
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
BIGGER IS BETTER
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣...
iOS will resize fonts under 13px
-webkit-text-size-adjust: none;
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
iOS tries to help…
‣ Make phone calls
‣ Track packages
‣ Find addresses
‣ Create...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
Bright screen = dead battery
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
email mobile version web site
Kill ‘mobile versions’
Large text
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ More than a “line of code”
‣ Set of conditional statement that enables specifi...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
Email is an application
and occasionally a mobile browser
Rendering is inconsistent
across devices and operating systems
WHICH TEST WON?
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
Email is the ideal environment for fast, easy, and cheap testing...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Time of day
‣ Day of week
‣ Subject lines
‣ Creative look/feel
‣ Imagery
‣ Cal...
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
Subject lines
‣ Specific vs vague
‣ Buzzy vs straightforward
!
Call to action
‣ ...
Version A: Green button Version B: Blue button
Version A: Green button Version B: Blue button
NO
CHANGE
Version A: Start testing Version B: Read our overview
Version A: Start testing Version B: Read our overview
2X
CLICKS
Subject line A:
Don’t forward this…
!
Subject line B:
The best way to share emails
SUBJECT LINES
Subject line A:
Don’t forward this…
!
Subject line B:
The best way to share emails
SUBJECT LINES
54%
MORE CLICKS
Separate sections
vs
All links together
DIGEST EMAIL
Separate sections
vs
All links together
DIGEST EMAIL
30%
MORE CLICKS
MEASURING
SUCCESS
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Twitter mentions
‣ Unsolicited comments
‣ Endorsements
‣ Web visits
‣ Blog comments
‣ Anecdotal evidence
BEYOND THE OBVI...
GREAT
RESOURCES
!
!
litmus.com/lp/generalassembly
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
Q&A
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
PLAN YOUR
NEXT GREAT EMAIL
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
EMAIL STRATEGY / DESIGN / USER EXPERIENCE
‣ Who
‣ What
‣ When
‣ Where
‣ Why
‣ How
FIVE W’S
‣ Audience
‣ Objective
‣ Goal
B...
THANKS!
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
JUSTINE JORDAN
‣ Body Lev...
Email Strategy, Design and User Experience
Email Strategy, Design and User Experience
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Email Strategy, Design and User Experience

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Email has a bad rap: it’s been declared dead, called spam, and been sidelined by marketers and creatives alike. But email is one of the highest performing digital marketing channels, requiring its own unique set of content, marketing, and design considerations. In this session, you’ll learn how using performance-driven email design can drive email strategy, best practices and principles for getting users to take action, and simple strategies and A/B tests to maximize conversions.

Veröffentlicht in: Business

Email Strategy, Design and User Experience

  1. 1. EMAIL STRATEGY, DESIGN AND USER EXPERIENCE Justine Jordan, Litmus
  2. 2. AGENDA ‣ Introductions ‣ Laying a great foundation ‣ The subscriber experience ‣ Increasing performance through A/B tests ‣ Email review / group exercise ! YES! You can download the slides: litmus.com/lp/generalassembly
  3. 3. ‣ Content, education, community at Litmus ‣ Previously at ExactTarget ‣ Midwest born and bred ‣ I ♥ email I’M JUSTINE. HELLO! @meladorri @litmusapp
  4. 4. HELLO! ‣ Your name ‣ Where you work / your company ‣ What you do there ‣ What email-related challenges are you facing? ‣ What are you hoping to learn tonight? GETTING TO KNOW YOU…
  5. 5. HAVE YOU HEARD? EMAIL IS DEAD. EMAIL STRATEGY / DESIGN / USER EXPERIENCE OR NOT.
  6. 6. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Effective — yields more ROI than any other channel ‣ Inexpensive — sending one email < $0.01 ‣ Immediate — no complicated set-up ‣ Measurable — opens, clicks, conversions roll in right away ‣ Easy — software makes it so! ! It works—and customers prefer it. EMAIL 101
  7. 7. ‣ It’s all about permission ‣ Not implied ‣ Not purchased ‣ Expires after a certain period of time ! Respect the user’s inbox EMAIL ≠ SPAM EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  8. 8. Emails are not weapons of mass destruction. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  9. 9. ‣ Physical mailing address ‣ A way to unsubscribe ‣ Don’t make the user jump through hoops ‣ Process request within 10 days ‣ Opt-in / permission required in some countries ‣ Prior business relationship usually OK ! Know the law in the countries you send to CAN-SPAM, CASL AND OTHER ACRONYMS EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  10. 10. “… you recently created a Litmus account.” “… you recently downloaded our templates.” “… you recently ran a test.” “… you signed up for our newsletter.” EMAIL STRATEGY / DESIGN / USER EXPERIENCE You got this email because…
  11. 11. EVERY EMAIL SHOULD HAVE A PURPOSE. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  12. 12. EMAIL IS: A unique medium with unique considerations EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  13. 13. EMAIL STRATEGY / DESIGN / USER EXPERIENCE EMAIL IS NOT: A JPG A print ad A banner ad A one-page web site
  14. 14. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ 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? ASK THE FIVE W’S
  15. 15. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Internal vs. external ‣ B2B vs. B2C ‣ Demographics ‣ Know your audience! WHO ‣ 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
  16. 16. EMAIL STRATEGY / DESIGN / USER EXPERIENCE NO PLAN? NO PURPOSE? NO EMAIL.
  17. 17. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‘WHERE’ HAS BECOME A COMPLICATED QUESTION.
  18. 18. EMAIL STRATEGY / DESIGN / USER EXPERIENCE 25% 27% 48% Mobile Desktop Webmail ‣ Smartphones (iPhone, Android) 
 and tablets ! ‣ Installed email programs 
 (Outlook, Apple Mail) ! ‣ Email accessed through a web browser (Gmail, Hotmail, Yahoo!) MOBILE DESKTOP WEBMAIL
  19. 19. MOBILE EMAIL: +400% since 2011
  20. 20. TYPES OF EMAIL YOU SHOULD SEND EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  21. 21. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  22. 22. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  23. 23. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  24. 24. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Lead nurturing ‣ Drip campaigns ‣ Product updates/announcements ‣ Actions (and inactions) ‣ Brand awareness ‣ Events and webinars ‣ Follow-ups MORE EMAIL OPPORTUNITIES
  25. 25. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE SUBSCRIBER EXPERIENCE
  26. 26. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ What is recognizable, trustworthy and relevant? ‣ Does the subscriber have a relationship with 
 a person or the brand?
  27. 27. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  28. 28. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  29. 29. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE + open rates – gimmick ~ value SYMBOLS IN SUBJECT LINES
  30. 30. Source: https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic THE PERFECT SUBJECT LINE? 1. ‘Free’ is okay! 2. Shorter = better? 3. Relevance 4. Specific 5. Useful 6. Test! FROM NAME SUBJECT LINE PREHEADER
  31. 31. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  32. 32. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  33. 33. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ Support your subject line ‣ Call to action ‣ Reminder ‣ Special message ‣ Make it measurable BE CREATIVE, USEFUL, HELPFUL, FUNNY OR ENGAGING
  34. 34. ✔ ✔ ✔ ✘ ✘ FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  35. 35. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ~25 characters 25% of the inbox ! ! ~35 characters 25% of the inbox ! ! ~85 characters 50% of the inbox FROM NAME SUBJECT LINE PREHEADER
  36. 36. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  37. 37. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ Prioritize and prune ‣ Use color, weight & size for emphasis ‣ Bullets are your friends ‣ Use rational & emotional appeals ‣ Link images and text ‣ Use a variety of media (charts, buttons, graphics, images, videos) for visual interest and to communicate ENGAGE THE USER
  38. 38. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  39. 39. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE “Does your iPhone fold? …Mine doesn’t…”
  40. 40. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE “Scrolling is easier than clicking.”
  41. 41. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ Minimize friction ‣ Be clear and concise ‣ Test buttons vs. text ‣ Use active language ‣ Consider size, placement, 
 color, and context CREATE A GREAT CTA
  42. 42. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  43. 43. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
  44. 44. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Create hierarchy with symbols ‣ Avoid hard breaks ‣ Put links on a new line ‣ Tabs, spacing and CAPs to organize ‣ Convey imagery with text DON’T FORGET THE TEXT VERSION
  45. 45. REVIEW: WHY ARE THESE ON THE ‘BAD EXAMPLES’ SLIDE?
  46. 46. EMAIL: UNDER THE HOOD EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  47. 47. ‣ HTML for email is not HTML for the web ‣ Code like it’s 1999; use HTML tables for layout ‣ Think in modules: images and text should be in their own table cell ‣ Avoid CSS for positioning or layout ‣ Rely on progressive enhancement / graceful degradation
  48. 48. ‣ No JavaScript, Flash, forms… ‣ Web standards don’t apply; support for HTML and CSS is wonky ‣ Use inline CSS(Gmail strips out the <style> block) ‣ Background images are not supported in Outlook 2007+ ‣ Web-based email clients behave differently based on the browser (IE vs Firefox)
  49. 49. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Many different email apps and programs ‣ Varying support for HTML/CSS ‣ Screen sizes ‣ Individual preferences ‣ PREVIEW / TEST! OUTLOOK, GMAIL, IPHONE…
  50. 50. THE MOBILE FACTOR EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  51. 51. EMAIL STRATEGY / DESIGN / USER EXPERIENCE 25% 27% 48% Mobile Desktop Webmail ‣ Smartphones (iPhone, Android) 
 and tablets ! ‣ Installed email programs 
 (Outlook, Apple Mail) ! ‣ Email accessed through a web browser (Gmail, Hotmail, Yahoo!) MOBILE DESKTOP WEBMAIL
  52. 52. EMAIL STRATEGY / DESIGN / USER EXPERIENCE 70%+ open on mobile >15% open on mobile
  53. 53. 80.3% 30.2% 13.5% 3.8% 6.3% If you get an email on your phone that doesn’t look good, what do you do? Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 EMAIL STRATEGY / DESIGN / USER EXPERIENCE Delete it Unsubscribe View on computer Don't know Read anyway 0 25 50 75 100 +68% +15%
  54. 54. The finger is the new mouse EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  55. 55. BIGGER IS BETTER EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Body copy: 16px+ ‣ Headlines: 22px+ ‣ Buttons: 44px by 44px ‣ Space: 10px+ ‣ Tappable touch targets
  56. 56. iOS will resize fonts under 13px -webkit-text-size-adjust: none; EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  57. 57. EMAIL STRATEGY / DESIGN / USER EXPERIENCE iOS tries to help… ‣ Make phone calls ‣ Track packages ‣ Find addresses ‣ Create events
  58. 58. EMAIL STRATEGY / DESIGN / USER EXPERIENCE Bright screen = dead battery
  59. 59. EMAIL STRATEGY / DESIGN / USER EXPERIENCE email mobile version web site Kill ‘mobile versions’
  60. 60. Large text EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  61. 61. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ More than a “line of code” ‣ Set of conditional statement that enables specific styles ‣ If the screen size is x, then display y ‣ If the screen size is x, then increase headline size to y ‣ If screen size is x, then show image at 100% ‣ Detects screen size, not device type ‣ Not supported in every mobile email app WHAT YOU NEED TO KNOW ABOUT RESPONSIVE EMAIL
  62. 62. EMAIL STRATEGY / DESIGN / USER EXPERIENCE Email is an application and occasionally a mobile browser
  63. 63. Rendering is inconsistent across devices and operating systems
  64. 64. WHICH TEST WON? EMAIL STRATEGY / DESIGN / USER EXPERIENCE Email is the ideal environment for fast, easy, and cheap testing. ! BUT—what works for one email won’t always work for another.
  65. 65. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Time of day ‣ Day of week ‣ Subject lines ‣ Creative look/feel ‣ Imagery ‣ Call to action CREATE A HYPOTHESIS SO YOUR TEST IS REPEATABLE. ‣ Preheader ‣ Navigation ‣ Content layout ‣ Length of content ‣ Personalization ‣ Segmentation
  66. 66. EMAIL STRATEGY / DESIGN / USER EXPERIENCE Subject lines ‣ Specific vs vague ‣ Buzzy vs straightforward ! Call to action ‣ Product vs content ‣ Click opportunities ! Video thumbnails ‣ Person vs product ! Button color ‣ Green vs blue SOME TESTS WE’VE RUN AT LITMUS…
  67. 67. Version A: Green button Version B: Blue button
  68. 68. Version A: Green button Version B: Blue button NO CHANGE
  69. 69. Version A: Start testing Version B: Read our overview
  70. 70. Version A: Start testing Version B: Read our overview 2X CLICKS
  71. 71. Subject line A: Don’t forward this… ! Subject line B: The best way to share emails SUBJECT LINES
  72. 72. Subject line A: Don’t forward this… ! Subject line B: The best way to share emails SUBJECT LINES 54% MORE CLICKS
  73. 73. Separate sections vs All links together DIGEST EMAIL
  74. 74. Separate sections vs All links together DIGEST EMAIL 30% MORE CLICKS
  75. 75. MEASURING SUCCESS EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  76. 76. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  77. 77. EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  78. 78. ‣ Twitter mentions ‣ Unsolicited comments ‣ Endorsements ‣ Web visits ‣ Blog comments ‣ Anecdotal evidence BEYOND THE OBVIOUS EMAIL STRATEGY / DESIGN / USER EXPERIENCE @litmusapp mentions
  79. 79. GREAT RESOURCES ! ! litmus.com/lp/generalassembly EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  80. 80. Q&A EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  81. 81. PLAN YOUR NEXT GREAT EMAIL EMAIL STRATEGY / DESIGN / USER EXPERIENCE
  82. 82. EMAIL STRATEGY / DESIGN / USER EXPERIENCE ‣ Who ‣ What ‣ When ‣ Where ‣ Why ‣ How FIVE W’S ‣ Audience ‣ Objective ‣ Goal BRIEF ‣ Subject line ‣ From name ‣ From address ‣ Preheader text ‣ Headline ‣ Subhead ‣ Copy ‣ Call to action ‣ Graphics / images PLAN Sketch a wireframe of your email and identify key components. ‣ Elements ‣ Your hypothesis ‣ Success criteria TEST
  83. 83. THANKS! ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five JUSTINE JORDAN ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five ‣ justine@litmus.com ‣ litmus.com ‣ @meladorri ‣ @litmusapp ! litmus.com/lp/generalassembly

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