Heat Up Your Emails: How to Make Your Emails Sizzle
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Email open rates down? Emails look awful on mobile, but you’re convinced that you have more time before you update your email design? Think again! Join this webinar to find out the key areas that may be blocking you from getting the open, click through and conversion rates you seek. Learn how to design from a mobile first viewpoint and how you can make your emails hot, hot, hot for summer.
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Heat Up Your Emails: How to Make Your Emails Sizzle
- 1. Email Design: Make Your Emails Sizzle For Summer Lisa Campo, MarTech Consultant
- 2. www.highroadsolution.com Today’s Content Leader Twitter: @HighRoadLisa Email: lcampo@highroadsolution.com Lisa Campo, MarTech Consultant I started at HighRoad four months ago. I manage projects, create content and am the go-to HubSpot consultant. Previously, I worked in digital content writing, editing and marketing for associations for 4 years. For 5 years before that, I was a news copy editor and designer.
- 3. www.highroadsolution.com What We’ll Cover Today • Lots of examples of what works and what doesn’t in your email designs • This includes calls-to-action, graphics, buttons, text & responsive design
- 4. www.highroadsolution.com What We Won’t Cover Today • I’m not going to teach you how to make graphics or create a responsive design template. • At the end of the webinar, I’ll list some free resources available for anyone who wants to learn more about design.
- 5. www.highroadsolution.com Why You Should Care About Email Design You can’t get out any of your messaging or marketing efforts unless they’re actually seen by your members.
- 6. www.highroadsolution.com What Do Users Think About Email Design? Let’s dive straight into the numbers, here. The following info is from a 2014 BlueHornet study on consumer views of email marketing. (HIGHLY UNLIKELY SITUATION!)
- 8. www.highroadsolution.com Where Do Your Members Fit In?
- 9. www.highroadsolution.com And Here’s Your Key Takeaway
- 10. www.highroadsolution.com So again: Why Should You Care About Email Design? Design is key to your email’s success. What’s success? Depends on your goals!
- 11. www.highroadsolution.com What’s Responsive Design? A collection of techniques, such as media queries, fluid grids & fluid images, which aim to provide the optimal viewing experience across various platforms. – Litmus.com
- 12. www.highroadsolution.com Why Is Email Design So Hard? Guess what? Email design sucks. You’re trying to design for a million different email clients, browsers, devices and people. And you will not get it right every time, nor should you expect to.
- 13. www.highroadsolution.com Here’s What You CAN Do. Know your audience. If 55% of your members open up your emails using Outlook 2013 on desktop, you need to focus on designing for that platform. If the other 45% are on mobile, you need to have a design mobile-ready as well.
- 14. www.highroadsolution.com Oooh, Examples! The following slides show some good, some bad, and some mediocre screenshots I’ve taken from my iPhone 5c, my Gmail webmail & my Outlook inbox. Let’s talk about the pros and cons of each email and see what we can learn from them.
- 15. www.highroadsolution.com THE GOOD: Uber on mobile On iPhone 5c, with landscape view shown above.
- 16. www.highroadsolution.com THE GOOD: Uber on Gmail’s webmail
- 18. www.highroadsolution.com How Emails With Tiny Text Make Me Feel
- 20. www.highroadsolution.com THE SO-SO: MarketingProfs on Outlook
- 21. www.highroadsolution.com THE GOOD: Seamwork on iPhone
- 22. www.highroadsolution.com THE GOOD: SketchUp Newsletter
- 23. www.highroadsolution.com THE BAD: Local Animal Hospital
- 24. www.highroadsolution.com THE SO-SO: Pizza Delivery Receipt
- 25. www.highroadsolution.com THE MOSTLY GOOD: FedLoan Servicing
- 26. www.highroadsolution.com THE SO-SO: HubSpot Marketing Blog
- 27. www.highroadsolution.com THE GOOD: Dollar Shave club
- 28. www.highroadsolution.com THE BAD: G Street Fabrics
- 31. www.highroadsolution.com Invaluable Resources: Use Now Run your email tests through Litmus.com (shown here) or EmailOnAcid.com. They’ll return you a page that looks like this, and you can see how your emails will look on each platform and/or device. Note: This is not perfect! Nothing is when it comes to email design.
- 32. www.highroadsolution.com Round It Up! • Know your audience. Get your stats. How many of your members are opening on mobile vs desktop? Design accordingly. • Have clear calls to action. • Have clear and concise graphics. • Don’t have too much text, but if you do, it better be readable and worthwhile. • Use an online rendering tool like Litmus or Email on Acid to make sure your emails will look good across the board.
- 33. www.highroadsolution.com Resources For Email Design • http://reallygoodemails.com: So many well-designed emails to look at. • StyleCampaign blog • Learn for free at Campaign Monitor’s guide section – tons of content! • Lynda.com: Not free, but worth the money. • Just use Google (I believe in you!) • Test the rendering of your designs using Email on Acid or Litmus: www.emailonacid.com and www.litmus.com
- 34. www.highroadsolution.com Sources • BlueHornet 2014 Consumer Views of Email Marketing Report: http://resources.bluehornet.com/resources/form/2014- consumer-views-of-email-marketing-report • Litmus.com blog: https://litmus.com/blog/ • Mailchimp Resources: http://mailchimp.com/resources/ • Campaign Monitor: https://www.campaignmonitor.com/guides/ • HubSpot Blog: http://blog.hubspot.com
Hinweis der Redaktion
- Tweet at me! Email me!
- I’m sure the people listening are of many different skill levels, from “I know nothing about this” to “Why aren’t you going to teach me responsive tables?” This is not an instructional class in which I’m going to walk you through how to create a responsive template.
- If no one’s opening your emails, what’s the point? Where’s the value? If there’s no real CTA, what are you even doing?
- BlueHornet did a great study on how consumers use and view email. Let’s look at some important stats.
- When all the numbers are tallied up among the many different age ranges, and the survey was given to people from 18 to 60s/70s. So first thing, they may be looking at a desktop, but it’s by no means the only way people are looking at email anymore. Most importantly….
- If you know your members are in the 46-75 age range, it’s less likely they’ll be checking on a smartphone. But even if all your members are that age now … shouldn’t you be making a move to accommodate the people who will be joining your association soon? 60% of users under 34 are checking email on their smartphones when they wake up.
- IF A PERSON GETS AN EMAIL THAT DOESN’T LOOK GOOD MORE THAN 70 PERCENT WILL DELETE IT!!!!! Don’t be that guy. This isn’t JUST FOR MOBILE. This shows you how users work. If the email quote “Doesn’t Look Good” they’re not going to do anything!
- What is success? Higher Click-through rates? More people using their emails to sign up for conferences? More people accessing white papers on your site? It all depends on you.
- Just a brief little synopsis on why some emails work better than others.
- I know many of you use outlook, and I will also talk about how Outlook for desktop is different from many other email clients.
- I know many of you use outlook, and I will also talk about how Outlook for desktop is different from many other email clients.
- Do you see how the email adjusts based on whether I have the phone vertical or horizontal? In addition, the most important part (THE PRICE) is visible. It even includes the route taken by my driver. The font isn’t too small.
- The email has changed its layout because the code knows I’m on a computer. AND look at the most obvious parts: How much I paid, the route I took, my name, the brand and the date.
- This is an email from a new Orleans nonprofit that was fighting for rights for domestic violence victims from being evicted from their homes. I’m happy to see this email, but look at the layout. The main text is small (and there’s a lot of text!) There should be a right sidebar with facebook and other links … but I can’t really see it. I’m probably not gonna do anything with this email, and I’m not gonna read it. Where is the call to action? What do they want from me? Why is there so much tiny text?
- This is Star Wars, in case you guys don’t get it, Darth Vader just found out that Padme died giving birth to his kids. 40 year ago spoiler alert.
- So this actually showed up on my gmail like this, in this particular layout. It has something I want: a match. It’s got all this text, and then a really clear CTA: Check my bagel. The colors are cool, at the bottom they’ve got more info, this is almost perfect if they simplified the text.
- Does this look good on most peoples’ outlooks? Probably. But this outlook has a strange setting that I can’t seem to figure out, where the email ends up rendering like a mobile device. I’m sure this email looks great on many peoples’ outlook and mobile screens, but this is an example of how you can’t win them all. I have individual settings that are causing this to occur. You have no power over that.
- MY FAVORITE! This is a sewing magazine that is both online and sent through email. Look at their beautiful, simplistic graphics, the clean lines, and the large text for easy viewing on mobile.
- This is an app that helps you design your own apartment – so kind of for wannabe architects. Here’s an example of a good newsletter. If you click on the photo or title, it brings you to the full article.
- OK, I can see that my dog needs something … but what are the chances I’m going to do anything about it using this email? I can’t read it, and the email is cut off on the lefthand side. Because this is an important email, I may read it on my computer later, but more than likely I will forget about it and take no current action. HOW I WOULD FIX THIS EMAIL.
- This has everything I need, except … what’s with the giant graphic? That should be at least half the size, and then all of the transactional details fit on the same page.
- As much as I hate this email, it’s also not a bad email. It’s for my student loan, I can clearly TELL by the logo it’s for my student loan, and it has a CTA that’s obvious. It has tiny text, and you know how I feel about that. But that can be fixed and this is a mostly decent email.
- What’s with the header? I bet it looks great in everything except outlook. You have to remember that even big companies that do good work make mistakes. In association world, there are a lot of people who would see this in their inbox and think “why is that header so tiny?” It’s a problem specific to outlook coding issues. The rest of the email is laid out well (and look at that provocative headline!), but with this weirdly sized graphic in the headline, I’m just left wondering what’s going on.
- Omg so perfect.
- This looks like they sent me a website. The colors, the header, where’s the content? Ughhhhhh
- Clear CTAs, big text, and below what you see here is a bunch of templates for online invitations.
- Associations do this with membership renewal emails all the time. Members don’t care about all your text. Where is the button that leads them to where they can renew?
- USE THESE. Explain how to use them. IT’s not good enough to just send a test to you and your coworkers.
- USE THESE.
- StyleCampaign is the place for all things responsive design nitty-gritty
- In order of preference
- Contact me, go look at our great resources!