Your active participation is encouraged Please use the chat function and send to ‘All Panelist’ to ask questions

Webinar Follow-up

Watch your inbox Presentation will be recorded and shared in a follow-up email.

@ETSwipeFile

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

@chadswhite

@ETSwipeFile

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

@ETSwipeFile

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.

@ETSwipeFile

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

@ETSwipeFile

OpenTable

Send Date January 10, 2014 Subject Line Looks like you had a delicious year, Andrea!

@ETSwipeFile

Related Pins

Fitbit & Reliant

@ETSwipeFile

Zulily

Send Date November 13, 2013 Subject Line Toys!

Progressive pro!ling email

@ETSwipeFile

Progressive pro!ling email

Zulily

Send Date November 28, 2013 Subject Line Strider Sports is on zulily tomorrow!

Brand alert email

@ETSwipeFile

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.

@ETSwipeFile

Lifecycle Marketing: Usage

@ETSwipeFile

2014 State of Marketing

Lifecycle Marketing: Effectiveness

@ETSwipeFile

2014 State of Marketing

ModCloth

Send Date July 2013 Subject Line Celebrate 6 months with us - & enjoy a li’l prezzie!

@ETSwipeFile

Pinterest

Send Date March 2014 Subject Line You qualify for a Pinterest business account

@ETSwipeFile

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.

@ETSwipeFile

Smart Rendering

• Defensive design • Responsive and mobile-

aware email design

@ETSwipeFile

• Live content • Personalized images • Video and video .gifs

@ETSwipeFile

Sony PlayStation New Zealand

Send Date April 20, 2013 Subject Line Save Cybertron with an exclusive PS Store offer

@ETSwipeFile

Related Pins

Bendon Lingerie & Mothercare

@ETSwipeFile

2014 State of Marketing

Emails Read on a Mobile Device

@ETSwipeFile

Mobile-Friendly Disconnects

@ETSwipeFile

41% of brands send mobile-friendly emails

Mobile-Friendly Disconnects

@ETSwipeFile

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.

@ETSwipeFile

@ETSwipeFile

UGG Australia

Send Date March 9, 2014 Subject Line Tech News: Twinsole offers twice the comfort

Video GIF: Select frames

@ETSwipeFile

Additional video examples

ExactTarget Marketing Cloud Spark & Famous Footwear

@ETSwipeFile

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.

@ETSwipeFile

Jonathan Adler

Send Date July 22, 2013 Subject Line We’re Royally Excited

@ETSwipeFile

Related Pins

Marks & Spencer & Bonobos

@ETSwipeFile

Boden UK

Send Date December 25, 2013 Subject Line A note for naughty email readers…

@ETSwipeFile

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.

@ETSwipeFile

Noun Project

Send Date March 2014 Subject Line Please verify your Noun Project account

@ETSwipeFile

Democratic National Committee

Send Date October 1, 2013 Subject Line This day in history

@ETSwipeFile

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.

@ETSwipeFile

Starbucks

Send Date November 6, 2013 Subject Line An offer just for you: 50% off your handcrafted espresso drink

@ETSwipeFile

Sephora

Send Date February 2014 Subject Line Your Foundation Matches

@ETSwipeFile

Pinkberry

Send Date March 2014 Subject Line We Miss You!

@ETSwipeFile

Warby Parker

Send Date November 27, 2013 Subject Line Booked solid

@ETSwipeFile

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

@ETSwipeFile

Questions? Please type questions in the chat panel to ‘All Panelist’

The Future is Now Webinar

h"p://www.exac"arget.com/resource-­‐center/webinars    Register:    

July  29th  at  2:00  pm  EDT  6  Ways  to  Improve  Your  Customers’  Journey  from  Awareness  to  AcJon  

July  31st  at  12:00  pm  EDT  DisrupJng  the  MarkeJng  Model  with  Journey  Builder  

Introducing Introducing…

Experience Digital Marketing Like Never Before

Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business

For one incredible week, the world’s best marketers come together to:

Explore emerging connected

technologies

Hear from the brightest innovators and biggest brands

Experience world-class education

and entertainment

exacttarget.com/connections