Learn how designers can take an analytical approach to designing emails and use data to make smart decisions for the end user. We'll dive deep into how email opens on mobile devices have (and haven't) affected click patterns, why email market share is so important, and deliver tactics to help you deliver more strategically designed emails to your subscribers.

1. #CNX14
Data for Designers
Kristina Huffman, Creative, ETMC @krudz
Schuyler Wareham, Data Analytics, ETMC

2. Safe Harbor Statement
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statements.

4. “…research is finally
getting into the creative…”
Sarah Hofstetter, CEO of digital marketing agency 360i

5. “…cater to behavior
instead of a stereotype…”
Sarah Hofstetter, CEO of digital marketing agency 360i

6. But I do email!

7. Technical
SQL, Python, “Big Data,” etc.
Domain
Expertise
Digital Marketing Strategy,
Creative (Email) Design,
Whale Breeding
Statistical
Analyzing /understanding data;
“Maths” and stuff
Data Science!

8. Analytics Sophistication Spectrum
Geniuses
Einstein
Scooby Doo
Statistical Modeling
Regression
Decision Trees
Cluster Segmentation
…
Multi-variant comparison
Open-click-conversion by device
Click-to-open rate by platform
Mid-Sophistication
Clicks by platform
Conversions
Length of open
Opens by platform
Foundational
Deliverability Rate
Links Clicked
Open Rate
Emails Sent

9. Everyone has a
mobile phone.
They’re using it
to check email.
We know how
to design for it.

11. Mobile Performance?! (v1)
80
70
60
50
40
30
20
10
0
72.6
52
Gap b/t Mobile Open and Click rates
27.4
48
B: RESPONSIVE
71.4 71.4
28.6 28.6
OPENS
OPENS
OPENS
OPENS
CLICKS
CLICKS
CLICKS
CLICKS
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP

12. Mobile Performance?! (v2)
Click-to-Open (CTO) by Platform
Non-Responsive
3.6%
6.5%
3.7%
10.0%
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Mobile Desktop iPad
8.5%
Responsive
7.7%
5.8%
10.0%
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
Mobile Desktop iPad

13. Track: Email Marketing
#CNX14
1. Identifying Data

14. Quantitative
Numbers
Qualitative
Non-numerical
20% click-through Social network
sentiment

15. Quantitative
Numbers
Qualitative
Non-numerical
1. Tracking data
2. Market share data
1. Listening data
2. Usability data

16. 1. Quantitative: tracking data

17. Does email
length affect
overall click-through
rate?
Yes!
22% more
clicks.

18. Does device used
to open affect
where people click?
Yes!

19. Desktop Android iPad iPhone

20. Desktop Android iPad iPhone
Desktop Android iPad iPhone

21. Does length
affect
revenue?
Yes!
2X

22. Does length affect
revenue? Yes!
*Individual results
2X
may vary

23. What’s more…Mobile improvements expose Desktop
• Mobile improvements expose Desktop flaws – you get 8 seconds
• Responsive forces content decisions, imposes focus
• Where none exists, performance suffers
-45%
-36% -37%
-31%
-6%
-2%
1% 0%
19%
25% 23%
15%
10%
-43%
-46% -47%
-42%
-32%
-30% -30%
-25% -25% -24%
-20%
-22% -24%
30%
20%
10%
0%
-10%
-20%
-30%
-40%
-50%
-60%
Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 Mar '14 Apr '14 May '14 June '14 July '14 Aug '14
Mobile
Desktop
iPad

24. Quantitative
Numbers
Qualitative
Non-numerical
1. Tracking data
2. Market share data
1. Listening data
2. Usability data

25. 2. Quantitative: market share data
1. Apple iPhone
2. Gmail
3. Outlook
4. Apple iPad
5. Apple Mail
6. Google Android
7. Outlook.com
8. Yahoo! Mail
9. Windows Live Mail
10.Thunderbird
Design: Full responsive support = mobile view.
Retina = double image sizes
Code: Apple blue links over dates, phone numbers
Design: Design a Grid View graphic
Code: it’s picky: validate. Use preheader text
Design: Consider preview panes
Code: Fallbacks! void margin, background images, use alt text,
Design: Design for a touch interface
Design: Design responsive w/ mobile-aware fallback, high res images, use live
text, consider viewport
Code: Code with alt text, bgcolors, buttons on left side
Code: Yahoo paragraph fix

26. Quantitative
Numbers
Qualitative
Non-numerical
1. Tracking data
2. Market share data
1. Listening data
2. Usability data

27. 3. Qualitative: listening
Listen to the voice of the
customer
• Call Center feedback
• Survey/Feedback forms
• Searching Social Networks

28. Quantitative
Numbers
Qualitative
Non-numerical
1. Tracking data
2. Market share data
1. Listening data
2. Usability data

29. 4a. Qualitative: Self-Reported
1. Self-Reported
Have someone
document their
interactions with a
brand in a Diary Study.

30. 4b. Qualitative: Observational
2. Observational
Observe someone
using your email.

31. 4c. Qualitative: Tracked
3. Tracked
Do a formal
usability study by
using a controlled
setting to track
accuracy and timing
of task completion,
sentiment.

32. Track: Email Marketing
#CNX14
2. Using Data

33. Tell a story
2 Inform design decisions
Get buy-in on decisions
Prioritize effort
1
3
4

34. 1. Tell a story with data
Highlighting a path through the data can build a story

35. 1. Tell a story with data
Character Conflict/tension Climax Resolution

36. Responsive design reduces barrier to click
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
B: RESPONSIVE
71.4 71.4
28.6 28.6
OPENS
OPENS
OPENS
OPENS
CLICKS
CLICKS
CLICKS
CLICKS
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP

37. Introduce Characters
A: NON-RESPONSIVE B: RESPONSIVE

38. Introduce Tension or Conflict
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Percent of total clicks/opens
OPENS
OPENS
CLICKS
CLICKS
A: NON-RESPONSIVE
MOBILE DESKTOP

39. Introduce Tension or Conflict
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Percent of total clicks/opens
OPENS
OPENS
CLICKS
CLICKS
A: NON-RESPONSIVE
MOBILE DESKTOP

40. Story Climax
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Percent of total clicks/opens
B: RESPONSIVE
71.4 71.4
28.6 28.6
OPENS
OPENS
OPENS
OPENS
CLICKS
CLICKS
CLICKS
CLICKS
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP

41. Resolution: What does this mean?
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Percent of total clicks/opens
B: RESPONSIVE
71.4 71.4
28.6 28.6
OPENS
OPENS
OPENS
OPENS
CLICKS
CLICKS
CLICKS
CLICKS
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP

42. Tell a story
2 Inform design decisions
Get buy-in on decisions
Prioritize effort
1
3
4

43. 2. Inform decisions: Data-to-gut continuum
DATA GUT
Optimization:
What works best in the current model?
Design innovation:
What is the best possible model?
Google Netflix Don Draper

44. Tell a story
2 Inform design decisions
Get buy-in on decisions
Prioritize effort
1
3
4

45. 3a. Use data to get buy-in
Walk through your
Creative with a
Data-driven approach

46. 3b. Use data to get buy-in

47. Tell a story
2 Inform design decisions
Get buy-in on decisions
Prioritize effort
1
3
4

48. 4. Prioritize effort
Email body Email body
Vs.
Same
CTR

49. Track: Email Marketing
#CNX14
Lessons Learned

50. Change occurs over time
Mobile must stand alone
Email adapts to devices, people
1
2
3
4 New subscribers are unbiased
5 Mind the Funnel

51. 1. Change occurs over time
Barrier to click: the percentage point gap between mobile open and mobile click rates
Desktop-centric Responsive Responsive Phase 1
Header/Footer
Responsive Phase 2 Responsive Phase 3
10.7% 11.1%
8.1%
7.0%
4.3%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Sept '13 Nov '13 Jan '14 April '14 Aug '14
Trend line shows reduction in barrier to click over time
Goal = 0

52. 2. Mobile experience has to stand alone
Many users
experience your
email and site
on mobile only.
30 daily retail emails 1+million dataset

53. 3. A rising tide doesn’t lift all campaigns
Newsletter Rate & Review Weekly Promo
Abandoned shopping cart Welcome trigger

54. 4. Test with new subscribers
They can learn
new tricks

55. 5. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
Focus on what you can
affect at each stage.

56. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

57. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

58. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

59. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

60. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

61. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

62. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

63. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

64. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

65. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

66. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%

67. 3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
Focus on what you can
affect at each stage.

68. Change occurs over time
Mobile must stand alone
Email adapts to devices, people
1
2
3
4 New subscribers are unbiased
5 Mind the Funnel

69. Data + Design =
Own it. Seek it. Use it. Learn from it.

70. Track: Email Marketing
#CNX14
Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
Starbucks
Gift Card

71. Track: Email Marketing
#CNX14
Questions?

72. CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES