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Emerge 2012: Keys to Email Creative Success

Alex Williams
Alex Williams

Breaking down the "triangle offense" email design technique and how to design emails in the age of mobile devices and social media.

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Cracking the Code: Keys to Email Creative Success Alex Williams New Orleans, LA April 1720, 2012 #cgxemerge
Google me
8.15.2011 | Page # Internal Only
58% of online consumers begin the day with email. -ExactTarget, Subscribers, Fans, & followers Report #1, Digital Morning
Email creative is more than just design. Its also branding, sales, content, layout, UX, and technical execution. You dont have to be a graphic designer to add value to the creative process. Today well discuss: How to approach, develop, and evaluate email creative Updating your layouts for the new mobile paradigm How to connect with your subscribers in the social age
Start every email with 3 questions What? Why? How?
What? What is the point of this email?
Why? Why should they care?
How? How do they take action?
The answers to these questions will help you concept, build, and evaluate your email creative using The Triangle Offense.
The Triangle Offense This design strategy embraces the fact that most people dont read emails, they scan.
How it Works Optimize each modular What? section of an email for fast comprehension of What, Why, How. Users might jump straight from What to Why? How, with the general content and imagery of the inner triangle acting as the Why. Make sure your email How? passes the triangle scan test.
The Triangle in action
The Triangle in action 1 problemcountdown to what?
The Triangle in action Dont force decisions in the inbox.
The Triangle in action Watch what?
The Triangle in action Single Game Suites on Sale Now
Which one scans better?
The Keys to the Triangle Communicate efficiently. Make sense. Tie your headlines and calls-to-action together Remove extraneous copy and visuals that dont support the goal of the email or module Expect your subscribers NOT to read the entire text Find the emotional need of your What
Does this make sense?
Does this make sense?
MOBILE
Smartphones & Tablets (also known as mobile) have changed email design forever.
Emerge 2012: Keys to Email Creative Success
How mobile are your customers? Client A 25% Client B 11% Plan based on the audience
Mobile Friendly Email Creative TOUCH Thumbs and fingers are the new mouse.
How to make your email Mobile Friendly The mobile version is a dated concept. Mobile users expect a scalable, readable email. Prioritize content, remove just in case content Increase all font sizes, especially headlines Balance HTML & Images, latency can be an issue (think airplane mode). Scalable widths will provide readability (640px max). Explore fluid width tables.
Desktop version of mobile friendly width
Mobile version of mobile friendly width
Advanced: @media queries CSS style sheets that modify the email design when devices capabilities match specific criteria. Allows you to: Hide content from displaying in the email Show higher resolution images on iOS Add alt text to background images Progressive disclosure to show additional content on click Change text sizes based on screen size
SOCIAL
Social = People Power Humanize your content Use public user generated content Tweets Facebook Comments Reviews Speak using a real voice and not in marketing/campaign speak
Everybodys doing it
Social Comments are 3rd Party Validation
Take youre word for it
Let your customers speak for you
Thank you! Alex Williams Director, Creative & Digital Strategy Trendline Interactive alex@trendlineinteractive.com Twitter @alexcwilliams LinkedIn http://www.linkedin.com/in/emailmarketingstrategy

More Related Content

Emerge 2012: Keys to Email Creative Success

  • 1. Cracking the Code: Keys to Email Creative Success Alex Williams New Orleans, LA April 1720, 2012 #cgxemerge
  • 3. 8.15.2011 | Page # Internal Only
  • 4. 58% of online consumers begin the day with email. -ExactTarget, Subscribers, Fans, & followers Report #1, Digital Morning
  • 5. Email creative is more than just design. Its also branding, sales, content, layout, UX, and technical execution. You dont have to be a graphic designer to add value to the creative process. Today well discuss: How to approach, develop, and evaluate email creative Updating your layouts for the new mobile paradigm How to connect with your subscribers in the social age
  • 6. Start every email with 3 questions What? Why? How?
  • 7. What? What is the point of this email?
  • 8. Why? Why should they care?
  • 9. How? How do they take action?
  • 10. The answers to these questions will help you concept, build, and evaluate your email creative using The Triangle Offense.
  • 11. The Triangle Offense This design strategy embraces the fact that most people dont read emails, they scan.
  • 12. How it Works Optimize each modular What? section of an email for fast comprehension of What, Why, How. Users might jump straight from What to Why? How, with the general content and imagery of the inner triangle acting as the Why. Make sure your email How? passes the triangle scan test.
  • 13. The Triangle in action
  • 14. The Triangle in action 1 problemcountdown to what?
  • 15. The Triangle in action Dont force decisions in the inbox.
  • 16. The Triangle in action Watch what?
  • 17. The Triangle in action Single Game Suites on Sale Now
  • 18. Which one scans better?
  • 19. The Keys to the Triangle Communicate efficiently. Make sense. Tie your headlines and calls-to-action together Remove extraneous copy and visuals that dont support the goal of the email or module Expect your subscribers NOT to read the entire text Find the emotional need of your What
  • 20. Does this make sense?
  • 21. Does this make sense?
  • 23. Smartphones & Tablets (also known as mobile) have changed email design forever.
  • 25. How mobile are your customers? Client A 25% Client B 11% Plan based on the audience
  • 26. Mobile Friendly Email Creative TOUCH Thumbs and fingers are the new mouse.
  • 27. How to make your email Mobile Friendly The mobile version is a dated concept. Mobile users expect a scalable, readable email. Prioritize content, remove just in case content Increase all font sizes, especially headlines Balance HTML & Images, latency can be an issue (think airplane mode). Scalable widths will provide readability (640px max). Explore fluid width tables.
  • 28. Desktop version of mobile friendly width
  • 29. Mobile version of mobile friendly width
  • 30. Advanced: @media queries CSS style sheets that modify the email design when devices capabilities match specific criteria. Allows you to: Hide content from displaying in the email Show higher resolution images on iOS Add alt text to background images Progressive disclosure to show additional content on click Change text sizes based on screen size
  • 32. Social = People Power Humanize your content Use public user generated content Tweets Facebook Comments Reviews Speak using a real voice and not in marketing/campaign speak
  • 34. Social Comments are 3rd Party Validation
  • 35. Take youre word for it
  • 36. Let your customers speak for you
  • 37. Thank you! Alex Williams Director, Creative & Digital Strategy Trendline Interactive alex@trendlineinteractive.com Twitter @alexcwilliams LinkedIn http://www.linkedin.com/in/emailmarketingstrategy