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© 2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any
form or manner without the prior written permission of Experian. Experian Confidential.
Interactive ideas to
light up your holiday inbox
Thursday, October 27th at 1pm EST
2 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Meet the speakers
David Kepets
Director, Creative Services, Experian Marketing Services
David is a leading digital marketing expert that specializes in creative best practices for reaching and
engaging with the multi-channel consumer. Throughout his career, Kepets has helped some of the world’s
most recognizable brands to adopt a more data-driven, customer-centric approach to their email creative in
order to deliver cross-channel seamless customer experiences. As creative director at Experian Marketing
Services, he is a sought-after resource on the topic of email creative and has appeared in many industry
publications including MediaPost, Direct Marketing News, Chief Marketer and FierceCMO.
Laura Scholke
Manager of Strategic Services, Experian Marketing Services
Laura Scholke is a Manager of Strategic Services at Experian Marketing Services, with nearly a decade
of digital marketing experience. Laura started her career on the client side at a major footwear retailer
before moving into her role at Experian, where she's managed accounts and strategy for Fortune 500
companies and smaller niche operations in a variety of verticals. Her expertise includes focusing on email
growth and retention to increase channel sales, identifying and disseminating innovative industry trends
and research, and developing a holistic approach to the creation of cross-channel programs.
3 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Overview
The Nav, Fixed/Sticky Graphic
Carousel, Tap & Reveal
Conversations, Games
LEVEL
1
LEVEL
2
LEVEL
3
Going interactive / kinetic!
Holiday
Insights
from 2015
and what to
expect in
2016
4 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Holiday 2016 Top Insights
Election 2016 Pushing back the holiday creep
Take it Cross-Channel Be consistent with the impression
Personalization is Key Create a unique experience
Mobile Shopping It goes beyond conversion
5 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
71% of emails landed in the inbox between 4 am and noon
during holiday 2015
Competition For Engagement Is Strong
Source: Experian Marketing Services – Q4 2015 Email Benchmark Report
6 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
More than 1 in 4 users only use a smartphone in an
average day – almost 2X as many as those who only use
a computer.
Interactive Content Where They Are
Source: New Google Data – How People Use Their Devices, Sept. 2016
7 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Social
Time spent on mobile
Entertainment Apps
Gaming
66 %
SOURCE: FLURRY ANALYTICS, COMSCORE,
NETMARKETSHARE. NOTE: JUNE 2015
8 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
9 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
10 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
11 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
12 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
13 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
14 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
15 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Visual Cues
16 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Simplified
User
Interface
Meaningful
Typography
Bite Size
Cards
Material Design
Layered
Interfaces
Micro-interactions
Mobile Trends
17 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Includes interactive and dynamic actions in email
that are executed within the code via HTML and CSS.
(Interact)ive, Kinetic, or Responsive 2.0
18 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Strong support with the iOS
default mail app, which holds
a whopping 44% of the
market share.
The iPhone is the most popular
platform in the mobile email space
(60%) followed by Apple iPad
(21%) and Google Android (18%)
SOURCE: LITMUS “EMAIL ANALYTICS” (MARCH 2016)
iOS Support
19 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
iOS 10 Changes
Unsubscribe banner
Scale adjustment
Video tag
Fixed graphic
iOS Support
20 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Google Support
21 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Android 5.0+ Android 4.4 KitKat There’s more!
Android 4.4 (KitKat)
supports Kinetic
email. KitKat
currently has a
32% market share
Beginning with
Android 5.0 (Lollipop),
the default mail app
was replaced with the
Gmail app, which
doesn’t support
Kinetic (or
responsive!) email
To make matters more
confusing, some phone
manufactures responded by
making their own mail app,
which has varying support.
The old default mail app is
also available for download
on the Google Play shop!
Android Support
22 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Mobile
Fallback
Version
Can display a GIF
animation where
interactive options
are disabled
@media screen 1 HTML file
Multiple Display Options
Mobile
Kinetic
Version
Displays interactive
content where
advanced CSS is
supported
Desktop
Standard
Version
Displays no
responsive or
kinetic features
within the email
Scalable Fallback Solutions
23 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav, Fixed/Sticky Graphic
Where to begin…
Carousel, Tap & Reveal
Conversations, Games
LEVEL
1
LEVEL
2
LEVEL
3
24 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav…
Unbalanced
and would be
difficult to tap or
interact with
LEVEL
1
25 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav…
Unbalanced
and would be
difficult to tap or
interact with
Trim the nav to
just a few
categories
LEVEL
1
26 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav…
Unbalanced
and would be
difficult to tap or
interact with
Trim the nav to
just a few
categories
Focus just on
the brand and
move all
navigation
towards the
bottom
LEVEL
1
27 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav…
Unbalanced
and would be
difficult to tap or
interact with
Trim the nav to
just a few
categories
Focus just on
the brand and
move all
navigation
towards the
bottom
LEVEL
1
28 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Begin to
incorporate visual
elements from
your app or
mobile site
The Nav… LEVEL
1
29 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Begin to
incorporate visual
elements from
your app or
mobile site
The Nav… LEVEL
1
30 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Applied as a layer
over content
Unfolds and pushes
content down Animate in!
The Nav… LEVEL
1
31 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Applied as a layer
over content
Unfolds and pushes
content down Animate in!
The Nav… LEVEL
1
32 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Customize for the
holiday season
The Nav… LEVEL
1
33 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Customize for the
holiday season
The Nav… LEVEL
1
34 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
User scrolls,
CTA remains
present at
the top
Fixed graphic or CTA LEVEL
1
35 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
User scrolls,
CTA remains
present at
the top
Fixed graphic or CTA LEVEL
1
36 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Call out other
areas – such as
signing up for
mobile with just
one tap
Tap-to-text LEVEL
1
37 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav, Fixed/Sticky Graphic
Carousel, Tap & Reveal
Conversations, Games
LEVEL
1
LEVEL
2
LEVEL
3
38 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Present different
color options vs.
different promos
Carousel LEVEL
2
39 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Present different
color options vs.
different promos
Carousel LEVEL
2
40 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Keep your
gift guide or
lookbook
interactive
Carousel LEVEL
2
41 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Keep your
gift guide or
lookbook
interactive
Carousel LEVEL
2
42 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Educate and
remind your
customers
Carousel LEVEL
2
43 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Educate and
remind your
customers
Carousel LEVEL
2
44 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Educate and
remind your
customers
Carousel LEVEL
2
45 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Give them more
ways to shop
Tap & Reveal LEVEL
2
46 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Give them more
ways to shop
Tap & Reveal LEVEL
2
47 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Give them more
ways to shop
Tap & Reveal LEVEL
2
48 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Give them more
ways to shop
Tap & Reveal LEVEL
2
49 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Tap & Reveal LEVEL
2
Add some
mystery &
prompting the
user to interact
50 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Tap & Reveal LEVEL
2
Add some
mystery &
prompting the
user to interact
51 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Tap & Reveal LEVEL
2
Add some
mystery &
prompting the
user to interact
52 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Tap & Reveal LEVEL
2
Add some
mystery &
prompting the
user to interact
53 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Provide some
clues but still
prompt them
to tap
Tap & Reveal LEVEL
2
54 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Provide some
clues but still
prompt them
to tap
Tap & Reveal LEVEL
2
55 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The Nav, Fixed/Sticky Graphic
Carousel, Tap & Reveal
Conversations, Games
LEVEL
1
LEVEL
2
LEVEL
3
56 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Allow the user
to determine
the outcome
LEVEL
3 Conversations
57 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
FRAME 3 FRAME 1 FRAME 2 FRAME 4
LEVEL
3 Conversations
58 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Allow the user
to determine
the outcome
LEVEL
3 Conversations
59 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Frame 1A Frame 1 Frame 1B
LEVEL
3 Conversations
60 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
A fun way to
rethink the
mystery offer
LEVEL
3 Having Fun!
61 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
BACK TILE OFFER LAYER FRONT TILE
LEVEL
3 Having Fun!
62 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Challenge ways
to bring more
interaction
within email
LEVEL
3 Having Fun!
63 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Phase in • Template header/footer • Tap-to-text
Summary
Carousels • Preference builder • Tap & Reveal
Conversations • Personalized touch • Have fun!
LEVEL
1
LEVEL
2
LEVEL
3
Holiday Insights + Mobile/Interactive Updates
64 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Creative Services: Kinetic / Interactive Package Options
Consult &
Code/QA
Design &
Code/QA
Creative Audit
Kinetic
Contact your Client Success Rep for further information.
CCMCreativeServicesUS@experian.com
© 2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any
form or manner without the prior written permission of Experian. Experian Confidential.
Thanks!
Q & A
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