1.
Your active participation is encouraged
Please use the chat function and send to ‘All Panelist’ to ask questions

2.
Webinar Follow-up
Watch your inbox
Presentation will be recorded and shared in a
follow-up email.

3.
@ETSwipeFile

4.
The 5 Design Trends
behind the 2014 Best of the Email Swipe File
Andrea Smith
Design Lead, Content Marketing & Research, ExactTarget Marketing Cloud
@andreasmith77
Chad White
Lead Research Analyst, ExactTarget Marketing Cloud
and Author, Email Marketing Rules
@chadswhite
@ETSwipeFile

5.
Five Key Email Marketing Trends
On their own, the examples on the following pages are inspiring and thought-
provoking. But together, they illustrate five trends that are shaping the future of
email design and savvy marketing strategy.
Advanced Personalization
Triggered Sophistication
Smart Rendering
Unique Voice
Inspired Fundamentals
@ETSwipeFile

6.
Advanced Personalization
In the era of email engagement, greater relevancy is
critical. Personalization that goes far beyond first-name
merges is one way that marketers can make messages
more relevant to individual subscribers.
@ETSwipeFile

7.
Six Factors
1 Who They Are
2 Who They Care About
3 What They Did
4 What Others Did in Reaction
5 What They Have
6 Where They Are
@ETSwipeFile

8.
OpenTable
Send Date
January 10, 2014
Subject Line
Looks like you had a
delicious year, Andrea!
@ETSwipeFile

9.
Related Pins
Fitbit & Reliant
@ETSwipeFile

10.
Zulily
Send Date
November 13, 2013
Subject Line
Toys!
Progressive profiling email
@ETSwipeFile
Progressive profiling email

11.
Zulily
Send Date
November 28, 2013
Subject Line
Strider Sports is on zulily tomorrow!
Brand alert email
@ETSwipeFile

12.
Triggered Sophistication
Triggered emails are among the most effective
emails you’ll ever send. Their outsized ROI has driven
marketers to explore ways to make triggered emails
ever better—with longer campaigns, smarter content,
and better triggers.
@ETSwipeFile

13.
Lifecycle Marketing: Usage
@ETSwipeFile
2014 State of Marketing

14.
Lifecycle Marketing: Effectiveness
@ETSwipeFile
2014 State of Marketing

15.
ModCloth
Send Date
July 2013
Subject Line
Celebrate 6 months with us -
& enjoy a li’l prezzie!
@ETSwipeFile

16.
Pinterest
Send Date
March 2014
Subject Line
You qualify for a Pinterest
business account
@ETSwipeFile

17.
Welcome email 1 Welcome email 2 Welcome email 3 Welcome email 4 Welcome email 5 Welcome email 6

18.
Smart Rendering
Emails must adapt to and thrive in a variety of
environments. Rendering tactics can ensure that
your message is optimized for the platform, situation,
person, and time of open.
@ETSwipeFile

19.
Smart Rendering
• Defensive design
• Responsive and mobile-
aware email design
@ETSwipeFile
• Live content
• Personalized images
• Video and video .gifs

20.
@ETSwipeFile

21.
Sony PlayStation
New Zealand
Send Date
April 20, 2013
Subject Line
Save Cybertron
with an exclusive
PS Store offer
@ETSwipeFile

22.
Related Pins
Bendon Lingerie &
Mothercare
@ETSwipeFile

23.
2014 State of Marketing
Emails Read on a Mobile Device
@ETSwipeFile

24.
Mobile-Friendly Disconnects
@ETSwipeFile
41%
of brands send mobile-
friendly emails

25.
Mobile-Friendly Disconnects
@ETSwipeFile
75%
of brands use mobile-
friendly landing pages
However…

26.
AT&T
Send Date
June 27, 2013
Subject Line
Your tablet. Our network.
Together, they’re better.
@ETSwipeFile

27.
@ETSwipeFile

28.
UGG Australia
Send Date
March 9, 2014
Subject Line
Tech News: Twinsole offers
twice the comfort
Video GIF: Select frames
@ETSwipeFile

29.
Additional video
examples
ExactTarget
Marketing Cloud Spark
& Famous Footwear
@ETSwipeFile

30.
Unique Voice
Influenced by content marketing and social media
engagement, marketing communication is undergoing a
shift from promotional, corporate, and detached to helpful,
conversational, and timely.
@ETSwipeFile

31.
Jonathan Adler
Send Date
July 22, 2013
Subject Line
We’re Royally Excited
@ETSwipeFile

32.
Related Pins
Marks & Spencer
& Bonobos
@ETSwipeFile

33.
Boden UK
Send Date
December 25, 2013
Subject Line
A note for naughty
email readers…
@ETSwipeFile

34.
Inspired Fundamentals
While marketers are constantly gaining shiny, new tools,
they shouldn’t forget the fundamental messaging and
design tactics that have been effective for years—like
email content that’s on brand, focused, and sharable.
@ETSwipeFile

35.
Noun Project
Send Date
March 2014
Subject Line
Please verify your
Noun Project account
@ETSwipeFile

36.
Democratic National
Committee
Send Date
October 1, 2013
Subject Line
This day in history
@ETSwipeFile

37.
The Most Popular Selections
Since releasing the 2014 Best of the Email Swipe File,
we’ve been tracking reader response to the selections
and have observed an interesting trend: The four most
popular selections all involved other channels. In other
words, they were all cross-channel campaigns.
@ETSwipeFile

38.
Starbucks
Send Date
November 6, 2013
Subject Line
An offer just for you:
50% off your handcrafted
espresso drink
@ETSwipeFile

39.
Sephora
Send Date
February 2014
Subject Line
Your Foundation Matches
@ETSwipeFile

40.
Pinkberry
Send Date
March 2014
Subject Line
We Miss You!
@ETSwipeFile

41.
Warby Parker
Send Date
November 27, 2013
Subject Line
Booked solid
@ETSwipeFile

42.
Download the full report and get inspired:
exacttarget.com/2014-best-of-email-swipe-file
2014 Best of the
Email Swipe File
• 5 Design Trends
• 20 Emails
• 47 Related Pins
• All pins: pinterest.com/exacttarget
@ETSwipeFile

43.
Questions?
Please type questions in the chat panel to ‘All Panelist’

44.
The Future is Now Webinar
h"p://www.exac"arget.com/resource-­‐center/webinars
Register:
July
29th
at
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6
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July
31st
at
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DisrupJng
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IntroducingIntroducing…

45.
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Join the journey at Connections 2014—transforming customer
interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging
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exacttarget.com/connections