Creating Dynamic & Readable eNewsletters
Alicia Lane@leashal
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Email Trends
Thanks to PEW Internet, Hubspot, & Mailchimp for these stats.
Email Trends
88% of people use the same inbox for work and personal emails
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Email Trends
58% of people have a separate email address for filtering possible junk mail
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Email Trends
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Email Trends
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Email Trends
77% check email “everywhere” or “obsessively”
+ Public transit+ Waiting in line+ Out to eat+ In bed (72%)
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Takeaways+ Competition is not
who you think+ Have to gain trust at
registration and first email
+ People are particular about when and how they check email
+ You must consider mobile
Email Trends
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Planning a Successful Email
Planning
Don’t email yourself.Don’t email your boss.Email your audience.
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Email DesignFinally!
Email Design
Sign-up Form & Segmentation
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Email Design
Structure
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Email Design
Mobile
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Email Design
Subject Line
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Subject LineIncreased Open Rate
+ & vs. “and”+ [ ] vs. ( )+ First Name+ Company Name
Decreased Open Rate+ ?+ #
Email Design
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Email Design
Background Table
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Email Design
Teaser
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Email Design
Header
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Email Design
Body Copy
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Email Design
Images
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Email Design
Actions
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Email Design
Footer
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Email Design
Timing
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Questions?
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Time to play
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What is something really cool or helpful that you’ve recently learned and put to use?
Empathy
Interview
Empathy
Dig Deeper
Define
Needs: things they are trying to do(hint: look for the verbs)
Insights: new learnings about your partner’s feelings or worldview
Define
(Partner’s name) needs a way to (partner’s need).
Unexpectedly, in his or her world, (insight).
Ideate
Sketch 3-5 ideas
Ideate
Share solutions & get feedback
Ideate
Reflect & generate new idea
Prototype & Test
There’s more…
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