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“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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InspirationsWebinar Series
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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
• 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.
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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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InspirationsWebinar Series Q A&
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