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Page 1: Top Trends & Highlights of the Litmus Email Design Conference

Top Trends & HighlightsLitmus Email Design Conference: TEDC13

Page 2: Top Trends & Highlights of the Litmus Email Design Conference
Page 3: Top Trends & Highlights of the Litmus Email Design Conference

www.highroadsolution.com

Page 4: Top Trends & Highlights of the Litmus Email Design Conference

www.highroadsolution.com

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www.highroadsolution.com

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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

Page 11: Top Trends & Highlights of the Litmus Email Design Conference

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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

Page 12: Top Trends & Highlights of the Litmus Email Design Conference

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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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www.highroadsolution.com

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)

Page 17: Top Trends & Highlights of the Litmus Email Design Conference

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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

Page 28: Top Trends & Highlights of the Litmus Email Design Conference

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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

Page 30: Top Trends & Highlights of the Litmus Email Design Conference

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Great New Resource!

• Modern Messaging:– Automation– Integration–Marketing Mindset–Multi-Channel

Message Design– ASAE Case Study


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