Email Design for Ecommerce Success

Massimo ArrigoniChief Product Officer, MailUp

Massimo Arrigoni

• Chief Product Officer, MailUp • Previous: Co-founder and CEO, Early Impact, ProductCart

Why optimize email?Because your sales depend on

it.

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Substantial revenue comes from email

~20% of sales

4Source: eConsultancy – 2015 and 2014 Email Marketing Industry Census

% of sales attributed to email

The power of the email address

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Guy Kawasaki at the 2015

Email Experience Conference

Email in 2015Whom are we designing for?

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How mobile are your email subscribers?

~50% is mobile

7Source: Litmus - 53% of Emails Opened on Mobile, January 2015

How mobile are your email subscribers?

Ours are 24% mobile

8Source: MailUp “Device report” statistics for MailUp Inc.

How mobile are your email subscribers?

Benetton’s 49.3% mobile

9Source: MailUp “Device report” statistics for Benetton SPA

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What email clients are they using?

Bye, bye Outlook!

Source: emailclientmarketshare.com by Litmus, August 2015

These stats = 70% of email

clients show images by

default

Be careful: % can vary

greatly between B2C and B2B lists.

5 email design tipsWe’re just scratching the

surface.

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The importance of mobile

#1Adopt a mobile-first approach

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It’s all about focus.

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#2Design uncluttered, focused messages…

Source: Windsor Circle – Top 25 Holiday Campaigns of 2014 – August 2015

It’s all about focus.

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#2… visually separating different sections.

Test. Track results. Repeat.

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#3Try new things. Like animated GIFs…

Source: Ann Taylor LOFT via Litmus’ A Guide to Animated GIFs in Email, March 2014

19Source: Real Time Email – Food Network example of countdown timer - www.realtime.email/rte-sample/food-network/

#3… and interactive content.

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It’s not all about stunning images

#4Use text: it works…

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It’s not all about stunning images

#4… and it may not even be text (but remember image blocking)

Source: my inbox . Banana Republic campaign, August 2015. The text is actually a JPG image file.

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It’s not all about stunning images

Source: HubSpot – Plain-text vs. HTML emails: which is better? (July 2015)

#4Is it text… or maybe it’s just that “less is more”?

It doesn’t stop with the email

#5 Design for the entire UX

23Source: Litmus - 2015 Mobile-Friendly Email & Landing Page Trends, July 2015

Quick recap!

1. Mobile is (probably) key

2. Stay focused

3. Try new things

4. Use text

5. Mind the entire journey 24

Some email design resources

Litmus blog @ https://litmus.com/blog/

Email on Acid blog @ https://www.emailonacid.com/blog

Fresh Inbox http://freshinbox.com/blog/

Email Design Review by Action Rocket

http://www.emaildesignreview.com/

Professional Email Design by Jason Rodriguez

Campaign Monitor’s HTML email design guidelines

https://www.campaignmonitor.com/dev-resources/will-it-work/

MailChimp’s email design guide

http://mailchimp.com/resources/email-design-guide/

beefree.io free email editor

… and many more25

Discussion

Massimo Arrigoni arrigoni@mailup.com