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The 5 Design Trends behind the 2014 Best of the Email Swipe File
Andrea Smith Design Lead, Content Marketing & Research, ExactTarget Marketing Cloud
@andreasmith77
Chad White Lead Research Analyst, ExactTarget Marketing Cloud and Author, Email Marketing Rules
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Five Key Email Marketing Trends On their own, the examples on the following pages are inspiring and thought-provoking. But together, they illustrate five trends that are shaping the future of email design and savvy marketing strategy.
Advanced Personalization
Triggered Sophistication
Smart Rendering
Unique Voice
Inspired Fundamentals
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Advanced Personalization
In the era of email engagement, greater relevancy is critical. Personalization that goes far beyond first-name merges is one way that marketers can make messages more relevant to individual subscribers.
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Six Factors
1 Who They Are 2 Who They Care About 3 What They Did 4 What Others Did in Reaction 5 What They Have 6 Where They Are
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OpenTable
Send Date January 10, 2014 Subject Line Looks like you had a delicious year, Andrea!
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Related Pins
Fitbit & Reliant
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Zulily
Send Date November 13, 2013 Subject Line Toys!
Progressive pro!ling email
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Progressive pro!ling email
Zulily
Send Date November 28, 2013 Subject Line Strider Sports is on zulily tomorrow!
Brand alert email
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Triggered Sophistication
Triggered emails are among the most effective emails you’ll ever send. Their outsized ROI has driven marketers to explore ways to make triggered emails ever better—with longer campaigns, smarter content, and better triggers.
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Lifecycle Marketing: Usage
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2014 State of Marketing
Lifecycle Marketing: Effectiveness
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2014 State of Marketing
ModCloth
Send Date July 2013 Subject Line Celebrate 6 months with us - & enjoy a li’l prezzie!
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Send Date March 2014 Subject Line You qualify for a Pinterest business account
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Welcome email 1 Welcome email 2 Welcome email 3 Welcome email 4 Welcome email 5 Welcome email 6
Smart Rendering
Emails must adapt to and thrive in a variety of environments. Rendering tactics can ensure that your message is optimized for the platform, situation, person, and time of open.
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Smart Rendering
• Defensive design • Responsive and mobile-
aware email design
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• Live content • Personalized images • Video and video .gifs
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Sony PlayStation New Zealand
Send Date April 20, 2013 Subject Line Save Cybertron with an exclusive PS Store offer
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Related Pins
Bendon Lingerie & Mothercare
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2014 State of Marketing
Emails Read on a Mobile Device
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Mobile-Friendly Disconnects
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41% of brands send mobile-friendly emails
Mobile-Friendly Disconnects
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75% of brands use mobile-friendly landing pages
However…
AT&T
Send Date June 27, 2013 Subject Line Your tablet. Our network. Together, they’re better.
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UGG Australia
Send Date March 9, 2014 Subject Line Tech News: Twinsole offers twice the comfort
Video GIF: Select frames
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Additional video examples
ExactTarget Marketing Cloud Spark & Famous Footwear
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Unique Voice
Influenced by content marketing and social media engagement, marketing communication is undergoing a shift from promotional, corporate, and detached to helpful, conversational, and timely.
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Jonathan Adler
Send Date July 22, 2013 Subject Line We’re Royally Excited
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Related Pins
Marks & Spencer & Bonobos
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Boden UK
Send Date December 25, 2013 Subject Line A note for naughty email readers…
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Inspired Fundamentals
While marketers are constantly gaining shiny, new tools, they shouldn’t forget the fundamental messaging and design tactics that have been effective for years—like email content that’s on brand, focused, and sharable.
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Noun Project
Send Date March 2014 Subject Line Please verify your Noun Project account
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Democratic National Committee
Send Date October 1, 2013 Subject Line This day in history
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The Most Popular Selections
Since releasing the 2014 Best of the Email Swipe File, we’ve been tracking reader response to the selections and have observed an interesting trend: The four most popular selections all involved other channels. In other words, they were all cross-channel campaigns.
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Starbucks
Send Date November 6, 2013 Subject Line An offer just for you: 50% off your handcrafted espresso drink
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Sephora
Send Date February 2014 Subject Line Your Foundation Matches
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Pinkberry
Send Date March 2014 Subject Line We Miss You!
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Warby Parker
Send Date November 27, 2013 Subject Line Booked solid
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Download the full report and get inspired: exacttarget.com/2014-best-of-email-swipe-file
2014 Best of the Email Swipe File • 5 Design Trends • 20 Emails • 47 Related Pins • All pins: pinterest.com/exacttarget
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