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The 5 Design Trends Behind “The Best of the Email Swipe File”

“The Best of the Email Swipe File” highlights 20 emails from the more than 160 and counting emails that we’ve pinned to the Email Swipe File pinboard on Pinterest. These emails represent outstanding email design, but they also represent five email design trends that we feel are critical.

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The 5 Design Trends Behind “The Best of the Email Swipe File”

  1. 1. Inspirations Webinar Series #ETWebinar Behind the „Best of the Email Swipe File‟ The 5 Design Trends
  2. 2. #ETWebinar
  3. 3. Housekeeping • Chat your questions to the host and we’ll answer them during our Q&A • Join the conversation on Twitter by using hashtag #ETWebinar • This webinar is being recorded. We’ll email you a link to the recorded presentation within a week. #ETWebinar
  4. 4. Andrea Smith Design Lead, Content Marketing & Research, ExactTarget @andreasmith77 The 5 Design Trends Chad White Principal of Marketing Research, ExactTarget and Author, Email Marketing Rules @chadswhite Behind „The Best of the Email Swipe File‟ #ETWebinar
  5. 5. 20 Emails, 5 Design Trends T eBest of the Email Swipe File 2013 #ETWebinar
  6. 6. The wide screens of desktops are being rapidly replaced by more modest tablet screens and challengingly small smartphone screens, and the pixel-precision of mice is being replaced by fingers on touchscreens. This transition is having a dramatic effect on email design and ushering in a variety of new tactics. #ETWebinar
  7. 7. Mobile: rapid adoption Data Source: Litmus #ETWebinar
  8. 8. Mobile: large market share of opens Top 10 Email Clients Averages across all customers. Data Source: Litmus 4/2013 – emailclientmarketshare.com Email Client Usage iPhone 23% Outlook 18% iPad 12% Outlook.com 8% Apple Mail 8% Google Android 7% Gmail 5% Yahoo! Mail 5% Windows Live Mail 3% Thunderbird 1% 42% Mobile #ETWebinar
  9. 9. Basic Approaches to the Mobile Inbox Aware Simple improvement without specialization. Design-only tactics Responsive Deliver a customized mobile experience. Special design + code 1 2 #ETWebinar
  10. 10. Mobile Aware Establish a mobile-friendly visual framework without specializing. • Single column hero • Key info & CTA in left column • Large text & buttons #ETWebinar
  11. 11. Reiss Type: Promotional email Send Date: April 14, 2013 Subject Line: Textured Summer Knits + London Lives Video
  12. 12. Responsive Design #ETWebinar Photo: http://en.wikipedia.org/wiki/Responsive_web_design Responsive web design is a set of techniques used to make a layout readable and usable on any screen and/or platform on which it’s displayed. • Fluid grids • Fluid images • Media queries
  13. 13. 600px, multi-column email becomes 320px, single column 600px, multi-column email becomes 320px, single column. #ETWebinar
  14. 14. 3 Common Responsive Layout Approaches Shrink Wrap Column Drop Layout Shifter http://www.lukew.com/ff/entry.asp?1514 #ETWebinar
  15. 15. TOMS Shoes Type: Promotional email Send Date: April 12, 2013 Subject Line: New Ballet Flats & free shipping on all orders!
  16. 16. Many Gradations: • Desktop-Centric • Quasi-Mobile Aware • Mobile Aware Design • Fluid, Liquid, or Scalable Design • Adaptive Design • Responsive Design #ETWebinar
  17. 17. Moosejaw Type: Promotional email Send Date: January 7, 2013 Subject Line: It worked for Obama...
  18. 18. Kickstarter Type: Promotional email Send Date: January 8, 2013 Subject Line: The Best of Kickstarter 2012
  19. 19. In the era of email engagement, greater relevancy has become imperative. Personalization is one of the key ways that marketers can make their messages more personally relevant to their subscribers. #ETWebinar
  20. 20. What Consumers Want #ETWebinar Source: Monetate
  21. 21. Open Rates by Personalization #ETWebinar
  22. 22. Click Rates by Personalization #ETWebinar
  23. 23. IVCi Type: Promotional email Send Date: Q2 2013 Subject Line: IVCi conversation
  24. 24. Fitbit Type: Notification Send Date: April 23, 2013 Subject Line: Your Weekly Progress Report in Fitbit!
  25. 25. Lowe’s Type: Progressive profiling email Send Date: March 13, 2013 Subject Line: Version 1: Personalize your savings this spring Version 2: A Quick Question to Customize Your Emails
  26. 26. Jetsetter Type: Preference center
  27. 27. Triggered emails are among the most successful emails you’ll ever send. Their outsized ROI has inspired some marketers to explore ways to make them ever better— with longer campaigns, smarter content, and better triggers. #ETWebinar
  28. 28. Triggered Sophistication • Triggered emails generate opens and clicks at roughly twice the rate of broadcast emails, and revenue at multiple times the rate of broadcast emails. #ETWebinar
  29. 29. Finding the Right Trigger making a purchase >> order confirmation email, shipping confirmation email, delivery confirmation email, product review request email, short-supply and re-order emails, purchase anniversary email, service satisfaction survey email, other post-purchase emails registering at a site or for an event >> registration confirmation email signing up to receive email >> welcome email, signup anniversary email leaving an item in a shopping cart >> shopping cart abandonment email providing birth date of subscriber, spouse, children or pets, or date of wedding anniversary >> birthday email, wedding anniversary email not engaging with promotional emails >> reengagement or win-back email, re-permission email
  30. 30. Zulily Type: Welcome email series Subject Lines: Welcome 1: Get shopping credit! Invite your pals to join zulily too Welcome 2: Go ahead ... play favorites Welcome 3: Anytime. Anywhere. Take zulily with you. Welcome 4: Calling all social butterflies Welcome 5: Smart shopping is your superpower Welcome 1 Welcome 2 Welcome 3 Welcome 4 Welcome 5
  31. 31. Zulily Type: Welcome email series Welcome 1: Get shopping credit! Invite your pals to join zulily too
  32. 32. Zulily Type: Welcome email series Welcome 2: Go ahead ... play favorites
  33. 33. Zulily Type: Welcome email series Welcome 3: Anytime. Anywhere. Take zulily with you.
  34. 34. Zulily Type: Welcome email series Welcome 4: Calling all social butterflies
  35. 35. Zulily Type: Welcome email series Welcome 5: Smart shopping is your superpower
  36. 36. Foursquare Type: Welcome home triggered email Send Date: March 2013 Subject Line: Welcome back from your trip! How was it?
  37. 37. Crutchfield Type: Browse abandonment email Send Date: November 2012 Subject Line: Digital SLR Cameras: Our top picks
  38. 38. Content marketing is having a major influence on product marketers, who are realizing that advice, tips, and customer inclusion create more engaging emails with fewer discounts. #ETWebinar
  39. 39. Traditional Media is in Decline #ETWebinar
  40. 40. Traditional Media is in Decline #ETWebinar
  41. 41. Traditional Media is in Decline #ETWebinar
  42. 42. Traditional Media is in Decline #ETWebinar
  43. 43. Traditional Media is in Decline #ETWebinar
  44. 44. Traditional Media is in Decline #ETWebinar
  45. 45. As a consequence… #ETWebinar
  46. 46. Brands & Individuals Fill the Void #ETWebinar
  47. 47. Brands & Individuals Fill the Void #ETWebinar
  48. 48. Brands & Individuals Fill the Void #ETWebinar
  49. 49. Brands & Individuals Fill the Void #ETWebinar
  50. 50. Advertisers Should Act More Like Newsrooms “For messages to be heard in 2020, brands will need to create an enormous amount of useful, appealing, and timely content. To get there, brands will have to leave behind organizations and thinking built solely around the campaign model, and instead adopt the defining characteristics of the real-time, data-driven newsroom—a model that's prolific, agile and audience-centric.” - Baba Shetty and Jerry Wind, Harvard Business Review #ETWebinar
  51. 51. J.Crew Type: Gender-segmented email Send Date: July 1, 2012 Subject Line: Female Version: My favorite summer whites Male Version: Shoes are required. Socks are not.
  52. 52. Pandora Type: Promotional email Send Date: April 12, 2013 Subject Line: Thanks to You: 200 Million Strong
  53. 53. Twitter Type: Promotional email Send Date: December 20, 2012 Subject Line: See the most popular Tweet of 2012
  54. 54. Levi’s Type: Promotional email Send Date: April 9, 2013 Subject Line: Denim Die-Hards
  55. 55. While marketers are constantly gaining new tools to make their emails more effective, they shouldn’t forget the fundamental design tactics that have continued to be effective for years. #ETWebinar
  56. 56. Havaianas Australia Type: Promotional email Send Date: April 18, 2013 Subject Line: Disney for BIG Kids!
  57. 57. CB2 Type: Promotional email Send Date: December 1, 2012 Subject Line: get her this
  58. 58. Jack Spade Type: Promotional email Send Date: March 21, 2013 Subject Line: Watch Out! $98 Graphic Watches Are In
  59. 59. Anthropologie Type: Promotional email Send Date: March 15, 2013 Subject Line: Denim on the rise | Free shipping
  60. 60. Bendon Lingerie Type: Promotional email Send Date: May 8, 2013 Subject Line: Something extra for you: buy any 2 items, get the 3rd free. Images off Images on
  61. 61. Report: The Best of the Email Swipe File pages.exacttarget.com/EN-BestEmails2013 Bonus Swipe File Content: blog.exacttarget.com/blog/the-swipe-file Email Swipe File on Pinterest: pinterest.com/exacttarget/email-swipe-file Design Resources #ETWebinar
  62. 62. Inspirations Webinar Series Q A& #ETWebinar
  63. 63. For more webinars visit www.exacttarget.com/resource-center/webinars
  64. 64. Connect with Marketing Peers Join us on Twitter every Thursday at 11am EST Sign-up for meetings near you: www.exacttarget.com/3sixtyLive
  65. 65. Thank you!

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