While email is often typecast as an antiquated tool by the press and social media pundits, the email marketing scene has never been more active. Big and small brands alike are banging on the doors of email experts to create designs that are optimized for mobile devices. Email-led startups are gaining mainstream popularity. So, what's pushing this rush to make email beautiful, not to mention everyone's channel of choice? In this session, we'll be covering: - Ubiquity rules: The state of email design today - Why brands have recognized the value in quality email design - How design-led companies have broken email's old rules - Responsive email: Why mobile-first is the new mantra

1. What’s
pushing
email design
forward?
Ros Hodgekiss, Campaign Monitor

2. We’ve come a long way, baby

4. Objective = Consistency

5. Objective = Optimization

6. Why have the old rules
changed?

9. [pic of desktop pc]

10. [lots of people with
different phones]

11. Tablet sales > Notebook sales

13. 65%
Opens on mobile
devices

16. 138%

17. Ubiquity, unpredictability

18. All about getting the best
result in any email client

20. Applying the web, to email

21. Knowing which techniques
can be safely used

22. Knowing your audience

23. EXAMPLE:
PANIC INC

24. EXAMPLE:
DIAMOND
RESORTS

25. CSS3 animation

26. EXAMPLE:
DIAMOND
RESORTS

27. Web fonts

28. EXAMPLE:
PANIC INC

29. Fixed-position CTA

30. EXAMPLE:
DIAMOND
RESORTS

31. Why use these techniques?

32. If they see an email that looks bad,
they will really see it as a
negative in terms of
brand perception.“ ”

33. However...

34. Marketers are often overly focused
on the aesthetic qualities...
rather than their impact
on the bottom line.“ ”

36. I paint my
own reality.“ ”

38. The Year of Responsive

39. We have the technology

40. EXAMPLE:
CAMPAIGN
MONITOR

41. EXAMPLE:
MMT DIGITAL

42. Responsive =
Rethinking email

43. Responsive = Inclusive

44. Responsive = “On the go”

45. I expect to see experimentation
with templates and messaging
that really speaks to a customer
on the move.“ ”

46. Responsive = Selling point

47. Responsive = Good practices

48. The average time allocated was
only 51 seconds... participants
fully read only
19% of newsletters.“ ”

49. Responsive = Short and sweet

50. Responsive = Opportunity

51. Mobile first = Results first

53. Results are measurable

54. EXAMPLE:
CROCS
• +7.7% clicks
• +15.67% opens
on iPhones

55. "Our
unsubscribe
numbers
appear to be
going down
and trackable
forwarding of
the emails
has gone up."
EXAMPLE:
THE FETCH

56. One in three

57. 71%
71%

58. Clients and brands are
embracing the shift

59. 52%
52%

60. 89%
56%

61. Email is the new social

62. Stand up for your work!

65. Consistency is dead.

66. So, what next?

67. If you’re going through hell,
keep going.
“ ”

68. What’s
pushing
email design
forward?
Ros Hodgekiss, Campaign Monitor
ros@campaignmonitor.com
Twitter: @yarrcat
!
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