Top Trends & HighlightsLitmus Email Design Conference: TEDC13
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www.highroadsolution.com
www.highroadsolution.com
www.highroadsolution.com
www.highroadsolution.com
www.highroadsolution.com
The Email Design Conference• 3 city tour: San Fran, London, Boston*• Conference Website• #tedc13• Seen event overview• Conferize view• HighRoad summary• Litmus Community (subscribers only)
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Top Themes in TEDC13Again. Again. Again. Again.
And Again.
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Top Trends: Email Design
• Email Design needs to be seen/accepted as its own industry & profession
• Very few email designers truly• Underappreciated &
misunderstood• Usually only one on staff &
isolated, but now there’s a community
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Top Trends: Not Set Up for Success• Combo: graphics, coding, mobile,
testing, curious about people, problem solver, humor
• Untapped resource• Underutilized resource---people spend
too much time pushing, not enough time thinking strategically about the campaign
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Top Trends: Set Up for Success
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Top Trends: Mobile
• Be in the mobile world– 138% increase in opens on mobile in
2013– 71% of mobile purchasing decisions are
email driven
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Top Trends: Mobile
• People view email once
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Top Trends: Be Responsive• Responsive design or bust– Simple is better– Embrace the scroll– Big buttons. More whitespace.
• Responsive Resources:–Mobile Email 101 from ASAE EBS Webina
r– Responsive Design & Lab (Afternoon
session, start at minute 53)
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Top Trends: Understand Lifecycle
-Use journey maps-Segmentation-Study!!!
Resources:-Multi-touchpoint Messaging Webinar-Evaluating Your Digital Influence from ASAE Tech 2013—Wed @1:15
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Top Trends: Email is the New Social
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Top Trends: Few ‘Get It’
• No Secret Sauce: try, test, fix, try, test, fix
• Understand the Ingredients:– DYK? Web font support is tied to email
client rather than ESP. More info
• It’s all about the message. Great tool but boring? Yeah, your email sucks.
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Top Trends: It’s Scary
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Top Trends: Get Over Yourself
“Create a culture where it’s okay to test& fail.”….said by Gary Shapiro, CEA at ASAE Tech #TECH13
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Top Trends: Be Real or Fail.
@brendan
Brendan Schwartz,CTO, Wistia
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Top Trends: Building Trust
• Short, concise content• Reliable• Get a life• No cover-ups• Video• Measure for conversion
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Top Trends: Have a Personality• Don’t use stock photos• Be funny– e.g. image alt tags
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Top Trends: Content Strategy
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Top Trends: Stop Dumbing it Down
-Newsweek in print-Longer formats for tablet
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Top Trends: Use Video for Value• Use video to help with boring tasks
like taking surveys. See Wistia’s video
• Everyone has 1-2 minutes for something valuable. Use video & keep it short
• Get loose! Video how-to• Entertain
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Top Tips--#emailtips
• 1 Big Image• 1 Big Call to Action (CTA)• If using video, use an engaging
thumbnail pic & set the video link code to autoplay
• In a 2-column email, the left side is the “strong side”
• Design for 640 px because it scales down to 50% on iPhones
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Great List of Tools
• Compiled by Litmus’ Brian Graves:– List of Tools to Use
• Litmus’ list of Responsive Resources:– Understand Responsive
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Who to Start Following
• @cstudabaker Exact Target• @brendan--- Wistia (video)• @litmusapp—Litmus• @campaignmonitor- Campaign
Monitor• @bluehornet –Blue Hornet• @highroadsol –curated for not-for-
profits• @highroadjenny –deliverability
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Great New Resource!
• Modern Messaging:– Automation– Integration–Marketing Mindset–Multi-Channel
Message Design– ASAE Case Study