cnx16 - evolve your email creative
TRANSCRIPT
#CNX16
Evolve Your Email Creative Identify where you are on the design sophistication spectrum
Anna Meier Litten Manager, Creative Services
Today’s Topics
Outlining creative strategy Identifying opportunities with the Design
Sophistication Spectrum
Discuss your programs!
1 2 3
Creative Services
We support all stages of email creation
Consulting Workshops, assessments,
roadmaps
Design Systems Template frameworks
Full-Service Ongoing design and delivery
Outlining Creative Strategy Laying the foundation
Outlining Creative Strategy
GOALS: What are you trying to accomplish? How will you measure success?
AUDIENCE: Who will receive this email? What is important to them?
CONTENT: What is the primary message? Why is it relevant?
ACTION: What action do you want them to take? Where will it take them?
EXPERIENCE: What is needed to make this friction-free & memorable?
Laying a solid foundation
Design Sophistication Spectrum Aligning priorities with user experience
#CNX16
Email is experienced in stages. Each stage uncovers a deeper level of engagement with your brand. engagement = marketing opportunity
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
First things first: Start with the envelope The reason we start with the envelope is to widen the conversion funnel. Time spent on visual design and animations are wasted if no one sees it.
email recipients
email openers
email clickers
email converters
Keys to an Open-worthy Email Envelope
1 Familiar From Name Is it immediately recognizable? Under 35 characters?
2 Compelling or Expected Subject Line Are the first 35 characters enticing? Would you open?
3 Compelling Preheader Snippet Is it impactful? Does it expand on the value of the subject line? At least 80 characters?
Clear Hierarchy Is the important content at the top?
1:1 Relevancy Does it deliver customer wants/needs?
Appropriate Length Is it focused and skimmable?
Surprise & Delight Is it memorable?
Keys to Compelling Email Content
1
2
3
4
Keys to Strong Visual Experiences in Email
1 Channel-Optimized Branding Is it visually on brand? Is it familiar and seamless with post-email experience?
2 Purposeful Imagery Does it evoke the right feeling? Does it add context and value, or is it purely decorative?
Keys to a Usable Email Experience
1 Quick-Loading Does it load in 4 seconds or less?
2 Friendly User Interface Tappable? Familiar & consistent?
3 Readable Typography Is HTML text used to the fullest?
Keys to Effective Data-Driven Email
1 Device Usage Where are your subscribers viewing most? Is that experience optimal?
2 Click-through Are all CTAs a seamless experience?
3 Dynamic Content Have you included relevant personalization?
Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized Branding
UI Load Time
Device Design Sophistication Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks
#CNX16
Let’s Critique…
#CNX16
Do you begin each email with creative strategy?
#CNX16
Where are your emails on the design sophistication spectrum?
What we’ve learned
Outlining creative strategy Identifying opportunities with the Design
Sophistication Spectrum
Discuss your programs!
1 2 3
#CNX16
Thank you! [email protected]