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Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

Date post: 27-Jan-2015
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Text Haydn Sweterlitsch VP, Executive Creative Director Hacker Group, Seattle LIES, DAMNED LIES + EMAIL DESIGN
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Page 1: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

Text

Haydn SweterlitschVP, Executive Creative DirectorHacker Group, Seattle

LIES, DAMNED LIES + EMAIL DESIGN

Page 2: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

behold, the majestic email

61% of people read at least some email on a mobile device

like a cockroach, email+is 354 million years old

Page 3: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

behold, the majestic email

30% of people read email exclusively on a mobile device

like a cockroach, email+is 354 million years old+is sometimes seen as a pest

Page 4: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

behold, the majestic email

like a cockroach, email+is 354 million years old+is sometimes seen as a pest+is adaptable, mobile, everywhere

wireless market penetration in the US surpassed 104% in 2012

Page 5: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

behold, the majestic email

More users (~78%) read email on smartphones than make calls

like a cockroach, email+is 354 million years old+is sometimes seen as a pest+is adaptable, mobile, everywhere+will survive nuclear war

Page 6: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

email is the goat

Email is the most popular smartphone activity (~78% of users)

Page 7: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

email is the goat

internet time on mobile devices outpaced PC in may, 2013481 billion minutes vs. 477 billion

+email is a machine

Page 8: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

email is the goat

The only mobile purchase influencer greater than emails is friends/family

+email is a machine+design yours exquisitelyin structurein stylein formin function

Page 9: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+culture of zero

forces aligned against the email

As of 2013, there are 3.6 billion email accounts

Page 10: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+culture of zero+swipe/delete UIs

forces aligned against the email

By 2016, there will be 4.3 billion email accounts

Page 11: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+culture of zero+swipe/delete UIs+tabs

forces aligned against the email

82% of users open emails they receive from brands/companies

Page 12: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+culture of zero+swipe/delete UIs+tabs+canned meat

forces aligned against the email

This year, about 84% of all email traffic will be spam

Page 13: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+culture of zero+swipe/delete UIs+tabs+canned meat+OS, client anarchy

forces aligned against the email

~66% of mobile traffic is on iOS

Page 14: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

design starts in the inbox

33% of email recipients open email based on subject line alone

+clear subject lines are compelling ones

Page 15: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

design starts in the inbox

64% of people say they open an email because of the subject line

+clear subject lines are compelling ones+agencies sometimes ignore preheader +users never ignore preheader

Page 16: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

design starts in the inbox

+clear subject lines are compelling ones+agencies sometimes ignore preheader +users never ignore preheader+the thunder+lightning of the inbox

Subject lines with fewer than 10 characters get an open rate of 58%

Page 17: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

symbols: what the $@!#?

Subject lines with unicode have a higher open rate in 56% of brands surveyed

+if a symbol is in a subject line and users don’t see it, does it really exist?

Page 18: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

symbols: what the $@!#?

the sun symbol increases open rates 14.9%

+if a symbol is in a subject line and users don’t see it, does it really exist?+no best practices

Page 19: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

symbols: what the $@!#?

Airplanes (✈) show a 10.7% lift in open rate, umbrellas (☂) generate 50% lift

+if a symbol is in a subject line and users don’t see it, does it really exist?+no best practices +no patterns

Page 20: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

symbols: what the $@!#?

Unicode: 60% of the time, it works every time

+if a symbol is in a subject line and users don’t see it, does it really exist?+no best practices +no patterns+go for it

Page 21: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+adaptive+responsive+fluid

get responsive or gtfo

24% of brands don’t optimize email creative for mobile in any way

Page 22: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+adaptive+responsive+fluid

get responsive or gtfo

39% of marketers have no strategy for mobile email

image: @stammy Paul Stamatiou, 2013

Page 23: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+adaptive+responsive+fluid+optimize or die

get responsive or gtfo

87% of online retailers optimize mobile email (or plan to) in 2013

Page 24: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

+adaptive+responsive+fluid+optimize or die+always see #rwd+why not #red

get responsive or gtfo

45% of 2012 holiday season emails were opened on a mobile device

Page 25: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

get responsive or gtfo

97 unique screen resolutions in 2010. 232 in 2013

12 million monthly touch email program+average 25% open rate+50%-60% opened on mobile devices+3% click-through rate

+click-through up ~400% since introducing adaptive design

Page 26: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

flat is so hot right now

Page 27: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

flat is so hot right now

+flat UI feels better to the touch/mobile (or is that just me?)

71% of mobile purchase decisions are “most influenced” by brand emails

Page 28: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

flat is so hot right now

+flat UI feels better to the touch/mobile (or is that just me?)+lends itself to responsive design (or is it just timing?)

17% of Americans create a new email address every 6 months

Page 29: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

flat is so hot right now

+flat UI feels better to the touch/mobile (or is that just me?)+lends itself to responsive design (or is it just timing?)+lack of depth forces true hierarchy

Subscribers below age 25 prefer SMS to email

Page 30: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

flat is so hot right now

+flat UI feels better to the touch/mobile (or is that just me?)+lends itself to responsive design (or is it just timing?)+lack of depth forces true hierarchy+simple ≠ basic

Monday delivery drives the highest revenue per email

Page 31: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

form + functionality follow function

43% of mobile email users check email four or more times per day

+progressive disclosure

Page 32: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

form + functionality follow function

72% of B2B buyers are most likely to share useful content via email

+progressive disclosure +persistent buttons

Page 33: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

form + functionality follow function

social sharing buttons increase email click-through rates 158%

+progressive disclosure +persistent buttons+horizontal scrolling

Page 34: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

form + functionality follow function

44% of users made at least one purchase last year based on a brand email

+enewsletter: 10 million touches/month

Page 35: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

form + functionality follow function

Personalized subject lines are 22.2% more likely to be opened

+enewsletter: 10 million touches/month

+28% open rate+62% opens on mobile (48% on iOS)+1.5% click-through+5.48% click to open rate

Page 36: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

form + functionality follow function

Page 37: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

five lies agencies tell (and believe)

+emails don’t drive ____, they drive _____.+the most effective emails are _______.+the single most important factor in email design is _______.+_______ has largely replaced emails in importance.+we have emails figured out.

Page 38: Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013

thanks for your time

+haydn sweterlitsch+executive creative director, hacker group, seattle+hackergroup.com+@haydn_s


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