The hidden talents of email (Yes, email) - Justine Jordan at SaaSFest 2016

Well, hello there!
litmus.com/lp/saasfest16
@meladorri @litmusapp

@meladorri @litmusapp #saasfest16

SaaS
SaaS

SaaS

from:SaaS
SaaS
SaaS
SaaS
SaaSSaaS???

You must follow the spam laws
of the country you live in send to

You can’t use spam “triggers”
ALL CAPS
Free
!!!
Buy now
OK TO
USE

Delivery problems
are not your fault
usually
(You can’t blame your mailing tool or Gmail)

Reach new prospects
with list rentals
by earning their opt-in
(You can’t rent or buy permission)

cold outreach

“no thanks”

okay I’ll spam
you instead
[closed/marketing or ‘nurture’]

“Humans want to connect
with real people.
Aarron Walter

#ASCENDSUMMIT // @meladorri@meladorri @litmusapp #saasfest16
Preferred.
Measurable.
Direct.
Personal.

Subject:
Charge Your Karma Battery Soon.
From:
Karma <notifications@yourkarma.com>

Hierarchy of
Subscriber Needs
REMARKABLE
VALUABLE
FUNCTIONAL
RESPECTFUL
exceptional content + experiences
targeted, relevant, personalized
links and images work
permission + expectations
@chadswhite

Hierarchy of
Subscriber Needs
REMARKABLE
VALUABLE
FUNCTIONAL
RESPECTFUL
exceptional content + experiences
targeted, relevant, personalized
links and images work
permission + expectations

Top Reasons Consumers Report Spam
0% 10% 20% 30% 40% 50% 60%
43%
45%
50%
51%
53%
57%
Percentage of consumers who have marked promotional emails from a brand as spam
Irrelevant or too many emails
No longer interested in the brand
Didn’t subscribe to receive emails
Couldn’t easily unsubscribe
Bad customer service experience
Didn’t work well on smartphone
Source: Litmus/Fluent Survey

SUBSCRIBER EXPERIENCE
FROM NAME
SUBJECT
LINE
PREVIEW  
TEXT
INBOX
OPEN TAP/CLICK
EMAIL BODY

24%
34%
42%
From name
Subject line
Preview text
Subscribers look at from name ﬁrst,
subject line second
What’s the ﬁrst think you
look at when deciding
whether to open an email?

quora from names

no-reply@brand.com
replies@brand.com
Behind every from name…

opens
clicks, conversions
Subject line optimization

46%
54%
Yes No
54% of subscribers say they’ve felt
tricked by a subject line
Have you felt cheated,
tricked, or deceived into
opening a promotional email
by it’s subject line?

‘view images’
actionable, trackable
Preview text optimization

Guide to preview text >> bit.ly/preview-text

An optimized inbox
~25 characters
~35 characters
~85 characters

Don’t be these guys

CONTEXT-AWARE EMAIL
What do we know about the user  
to create a better experience?

TECHNOLOGY
What device is being used?

email from an ATM transaction!
ENVIRONMENT
Where and when is the user?

TASK
I want to log in.
Where do I click?
What is the user trying to accomplish?

Apple Watch?
No text version?
No email.

10%
20%
30%
40%
50%
60%
70%
Jan-11
M
ar-11
M
ay-11
Jul-11
Sep-11
N
ov-11
Jan-12
M
ar-12
M
ay-12
Jul-12
Sep-12
N
ov-12
Jan-13
M
ar-13
M
ay-13
Jul-13
Sep-13
N
ov-13
Jan-14
M
ar-14
M
ay-14
Jul-14
Sep-14
N
ov-14
Jan-15
M
ar-15
M
ay-15
Jul-15
Sep-15
N
ov-15
Jan-16
M
ar-16
Mobile email opens: +600% in 5 years
8%
56%
Source: Litmus Email Analytics

70%+ open on mobile < 15% open on mobile
Know your audience

43%
51%
Emails look bad on mobile?
said they’ve marked a brand as spam
said they’ve unsubscribed

Modern devices have sharp screens

No images = no message?
Guide to styled ALT text >> bit.ly/styledALT

Images as buttons

To read the full article, click here.
Read the full article.
Stop saying ‘click here’

‣ Body copy: 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ Space: 40px+
‣ Tappable touch targets
Bigger is better

I like…
BIG BUTTONS
… and I cannot lie

ENLARGE
ALL THE THINGS

Video in emailVideo with email
NEWSNEWS
Press play and watch without leaving the emailClick to watch video on a landing page
Video

#saasfest16@meladorri @litmusapp
Animated GIFs
aka your secret weapon for showing product demos in email

cart abandonment
login
purchase
tool usage
opt-in
video watched
email action
call activity
event attendance
downloads
contest entry

Welcome email: multiple versions

Trigger from action or inaction

Contextual follow-up:
Prospect vs. Customer

@meladorri @litmusapp #saasfest16@meladorri @litmusapp #saasfest16

City-specific targeting General email

Don’t set it
and forget it

Follow the funnel
Audience: Annual customers w/
no login for 90 days
Open rate: 25.12%
Click rate: 0.33% (TWO clicks)

Follow the funnel
Log-in rate after 1 week: 4.46%
After 1 month: 13.45%
Although the click rate is low, 
the email is still effective.

CSS Animation

Interactivity

THEHIDDEN
talents
OF EMAIL

GOOD EMAILS
MAKE PEOPLE
OPEN

GOOD EMAILS
MAKE PEOPLE
CLICK

great EMAILS
MAKE PEOPLE
THINK

great EMAILS
MAKE PEOPLE
FEEL

great EMAILS
MAKE PEOPLE
ACT

great EMAILS
MAKE PEOPLE
SHARE

The hidden talents of email (Yes, email) - Justine Jordan at SaaSFest 2016

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The hidden talents of email (Yes, email) - Justine Jordan at SaaSFest 2016