the 5 design trends behind “the best of the email swipe file”

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Behind the ‘Best of the Email Swipe File’

The 5 Design Trends

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Housekeeping

• Chat your questions to the host and we’ll answer them during our Q&A

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• This webinar is being recorded. We’ll email you a link to the recorded presentation within a week.

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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’

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20 Emails, 5 Design Trends

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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.

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Mobile: rapid adoption

Data Source: Litmus

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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

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Basic Approaches to the Mobile Inbox

AwareSimple improvement without specialization.Design-only tactics

ResponsiveDeliver a customized mobile experience.Special design + code

1

2

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Mobile Aware

Establish a mobile-friendly visual framework without specializing.

• Single column hero

• Key info & CTA in left column

• Large text & buttons

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Reiss

Type: Promotional email

Send Date:April 14, 2013

Subject Line:Textured Summer Knits + London Lives Video

Responsive Design

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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

600px, multi-column email becomes 320px, single column

600px, multi-column email becomes 320px, single column.

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3 Common Responsive Layout Approaches

Shrink Wrap Column Drop Layout Shifter

http://www.lukew.com/ff/entry.asp?1514

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TOMS ShoesType: Promotional email

Send Date: April 12, 2013

Subject Line: New Ballet Flats & free shipping on all orders!

Many Gradations:

• Desktop-Centric

• Quasi-Mobile Aware

• Mobile Aware Design

• Fluid, Liquid, or Scalable Design

• Adaptive Design

• Responsive Design

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MoosejawType: Promotional email

Send Date:January 7, 2013

Subject Line:It worked for Obama...

KickstarterType: Promotional email

Send Date: January 8, 2013

Subject Line: The Best of Kickstarter 2012

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.

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What Consumers Want

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Source: Monetate

Open Rates by Personalization

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Click Rates by Personalization

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IVCiType: Promotional email

Send Date: Q2 2013

Subject Line: IVCi conversation

FitbitType: Notification

Send Date: April 23, 2013

Subject Line: Your Weekly Progress Report in Fitbit!

Lowe’sType: Progressive profiling email

Send Date: March 13, 2013

Subject Line: Version 1: Personalize your savings this springVersion 2: A Quick Question to Customize Your Emails

Jetsetter

Type: Preference center

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.

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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.

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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

ZulilyType: Welcome email series

Subject Lines:Welcome 1: Get shopping credit! Invite your pals to join zulily tooWelcome 2: Go ahead ... play favoritesWelcome 3: Anytime. Anywhere. Take zulily with you.Welcome 4: Calling all social butterfliesWelcome 5: Smart shopping is your superpower

Welcome 1

Welcome 2

Welcome 3

Welcome 4

Welcome 5

ZulilyType: Welcome email series

Welcome 1:Get shopping credit! Invite your pals to join zulily too

ZulilyType: Welcome email series

Welcome 2:Go ahead ... play favorites

ZulilyType: Welcome email series

Welcome 3:Anytime. Anywhere. Take zulily with you.

ZulilyType: Welcome email series

Welcome 4:Calling all social butterflies

ZulilyType: Welcome email series

Welcome 5:Smart shopping is your superpower

FoursquareType: Welcome home triggered email

Send Date: March 2013

Subject Line: Welcome back from your trip! How was it?

CrutchfieldType: Browse abandonment email

Send Date: November 2012

Subject Line: Digital SLR Cameras: Our top picks

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.

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Traditional Media is in Decline

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Traditional Media is in Decline

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Traditional Media is in Decline

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Traditional Media is in Decline

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Traditional Media is in Decline

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Traditional Media is in Decline

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As a consequence…

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Brands & Individuals Fill the Void

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Brands & Individuals Fill the Void

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Brands & Individuals Fill the Void

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Brands & Individuals Fill the Void

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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

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J.CrewType: Gender-segmented email

Send Date: July 1, 2012

Subject Line:Female Version: My favorite summer whitesMale Version: Shoes are required. Socks are not.

PandoraType: Promotional email

Send Date: April 12, 2013

Subject Line:Thanks to You: 200 Million Strong

TwitterType: Promotional email

Send Date: December 20, 2012

Subject Line:See the most popular Tweet of 2012

Levi’sType: Promotional email

Send Date: April 9, 2013

Subject Line:Denim Die-Hards

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.

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Havaianas AustraliaType: Promotional email

Send Date: April 18, 2013

Subject Line:Disney for BIG Kids!

CB2

Type: Promotional email

Send Date: December 1, 2012

Subject Line: get her this

Jack SpadeType: Promotional email

Send Date: March 21, 2013

Subject Line: Watch Out! $98 Graphic Watches Are In

Anthropologie

Type: Promotional email

Send Date: March 15, 2013

Subject Line:Denim on the rise | Free shipping

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

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

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