Post on 12-Jul-2020
transcript
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EMAIL AT THE TURNING POINT
Jason Rodriguez, Litmus @rodriguezcommaj
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JASON RODRIGUEZ
Email Designer, Writer, and Community Manager at Litmus @rodriguezcommaj
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6 YEARS FREELANCE & AGENCY
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MODERN HTML EMAIL
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JOINED LITMUS IN 2013
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PROFESSIONAL EMAIL DESIGN
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? WHAT DO WE ACTUALLY DO?
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DRIVE BUSINESS
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REPRESENT COMPANIES REINFORCE BRANDING
DRIVE REVENUE
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WE DO IT WELL
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INFORM PEOPLE
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TRANSACTIONAL EMAILS MARKETING EMAILS
NEWSLETTERS
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BUILD CONNECTIONS
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? HOW DID WE GET HERE? AND WHERE ARE WE GOING?
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EARLY STAGES: THE DESKTOP DAYS
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FOCUS ON DESKTOP CLIENTS
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TWO MAJOR PROBLEMS
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TERRIBLE RENDERING
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LACK OF SUPPORT FOR CSS
campaignmonitor.com/css
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INCREASE IN CLIENTS
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REACTIONARY TOOLS
An early version of Litmus
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MIDDLE STAGES: THE MOBILE REVOLUTION
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APPLE iPHONE
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HOW BIG IS MOBILE?
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MOBILE GROWTH SINCE 2011
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+512% SINCE 2011
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FRAGMENTATION
Android Screen Sizes iOS Screen Sizes
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TOOLS HAVE EVOLVED
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INCREASE IN MOBILE DESIGN SOLUTIONS
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MOBILE-AWARE
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FLUID LAYOUTS
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LATE STAGES: RESPONSIVE DESIGN
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ETHAN MARCOTTE & RESPONSIVE WEB DESIGN
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FLUID TABLES FLUID IMAGES
MEDIA QUERIES
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ALLOWS FOR ULTIMATE CONTROL
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MEDIA QUERY SUPPORT
stylecampaign.com/blog/2012/10/responsive-email-support/
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APPS & RENDERING ENGINES
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DESKTOP STYLES RETINA IMAGES
INCREASED BANDWIDTH
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COMPANIES HAVE SEEN GREAT RESULTS
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WHILE THE EVOLUTION OF EMAIL HAS HELPED US ACHIEVE
BUSINESS GOALS…
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FEW OF US INNOVATE AND BUILD REAL CONNECTIONS WITH PEOPLE
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INSTEAD, WE’VE ALL BEEN DESIGNING DEFENSIVELY
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THIS IS THE TURNING POINT
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? WHAT DOES THE FUTURE LOOK LIKE WHEN WE CAN STOP DESIGNING DEFENSIVELY?
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FOUR PREDICTIONS
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PREDICTION #1 EMAIL DESIGN WILL BECOME A SOLVED PROBLEM
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OPEN KNOWLEDGE
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NEW TOOLS
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PREDICTION #2 GMAIL WILL GET BETTER
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BETTER CSS SUPPORT, ACROSS PLATFORMS
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PREDICTION #3 WE WILL SEE AN INCREASED FOCUS ON CONTENT
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ADVANCED PERSONALIZATION USE OF CONTEXT BETTER CONTENT
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PREDICTION #4 THE RISE OF EMAIL EXPERIENCE DESIGNERS
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EXPERIENCE DESIGNERS ARE COMMON ON THE WEB
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THINK OF THE POSSIBILITIES FOR EMAIL
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“ POSITIVE EMOTIONAL EXPERIENCES TRAIN USERS TO FALL IN LOVE WITH A PRODUCT
OR SERVICE.
AARRON WALTER, MAILCHIMP
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EMAIL IS A
1-TO-1
MEDIUM
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THE INBOX IS A DIRECT LINK TO A PERSON
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WE’LL FINALLY BE ABLE TO FOCUS ON CRAFTING AN
EXPERIENCE FOR AN INDIVIDUAL
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THEIR SPECIFIC CONTEXT
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AND DELIGHTFUL INTERACTIONS
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WHEN WILL ALL OF THIS BE HAPPENING?
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WE’LL SEE GMAIL FIX MEDIA QUERY & CSS SUPPORT WITHIN THE NEXT YEAR
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WE’LL SEE A HUGE INCREASE IN SOPHISTICATED, RESPONSIVE CAMPAIGNS
IN THE NEXT 1-2 YEARS
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IT’S ALL UP TO YOU
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DON’T BE AFRAID TO BREAK NEW GROUND
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STOP CHASING UNIVERSAL RENDERING (IT DOESN’T EXIST)
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START BUILDING EXPERIENCES THAT DRIVE REAL RELATIONSHIPS
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RESOURCES
TRY LITMUS FREE FOR 14 DAYS pages.litmus.com/lp/evillage
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PROFESSIONAL EMAIL DESIGN
GET IT FOR ONLY $10
https://gum.co/professionalemaildesign/evillage