1. Secrets to Email Creative Success
in a ‘Mocialized’ World
Jay Jhun | Email Services Director | Engauge November 30, 2011

2. About me
@engauge
@emailrocks

3. ‘Mocial’
[ © 2010 @lorenmcdonald ]

4. Mobile
+
Social
+
Local

5. Great email creative is not …
• an advertising/direct mail piece repurposed
for email

6. a matter of
imitation

7. Smell like a man, man. or hastily
done
“Hello, ladies, look at your man, now back to me, now back at your
man, now back to me. Sadly, he isn’t me, but if he stopped using
ladies scented body wash and switched to Old Spice, he could
smell like he’s me. Look down, back up, where are you? You’re on a
boat with the man your man could smell like. What’s in your hand,
back at me. I have it, it’s an oyster with two tickets to that thing
you love. Look again, the tickets are now diamonds. Anything is
possible when your man smells like Old Spice and not a lady. I’m
on a horse.”

8. a flyer
does not
an email
make

9. Great email creative is not …
• an advertising/direct mail piece repurposed
for email
• just about looking great
• about telling your audience about everything
that is on your mind at once
• the solution to declining engagement

10. successful email creative requires
Technology Creativity
Analytics Branding
Requirements Content

11. successful email creative requires
Technology Creativity
Analytics Branding
Requirements Content

12. do the math

13. analyze your existing emails
Snapshot of Silverpop reporting dashboard

14. the US smartphone population
Platform % of US Market 3
Google 44.8%
Apple 27.4%
RIM 18.9%
Microsoft 5.6%
Symbian 1.8%
Source(s): 3. comScore MobiLens, Sept. 2011

15. do you have a mobile audience?
Web analytics, user agent detection,
surveys and preference centers can
help you decide.

16. the US smartphone population vs. yours
• US Population (Ages 15 – 74) 228 Million 1
• %age of Adults Who Own Smartphones 35% 2
• US Population w/ Smartphones 80 Million
• %age who use Smartphones for Email 87% 2
• US Population who use
Smartphones for Email 69 Million
Sources:
1. U.S. Census Bureau, Statistical Abstract of the United States: 2012; 2. Pew Research Center Report 7/11/2011;

17. the US smartphone population vs. yours
• US Population (Ages 15 – 74) 228 Million 1
• %age of Adults Who Own Smartphones 35% 2
• US Population w/ Smartphones 80 Million
• %age who use Smartphones for Email 87% 2
• US Population who use
Smartphones for Email 69 Million
Sources:
1. U.S. Census Bureau, Statistical Abstract of the United States: 2012; 2. Pew Research Center Report 7/11/2011;

18. there are no mobile email standards!
OS Preview HTML* Images* Alt text Scale Enlarge
text fonts
Android 2.2 ✗ ✓ ✗ ✓ ✗ ✓
‡
Blackberry ✗ ◐ ◐ ✗ ✗ ✓
iOS 4.x ✓ ✓ ✓ -- ✓ ✓
‡
Symbian ✗ ✓ ✗ ✗ ✗ ✓
‡
Windows Phone 7 ✓ ✓ ✗ ✗ ✗ ✓
*HTML or images enabled by default
◐ Blackberry HTML email may be enabled, but is not on by default in 4.5/5. The ability to download images automatically is an
option. Blackberry 6 has webkit support and displays HTML email by default, but a prompt appears to download external images
‡ inconsistent wrapping and scaling of text

19. Device Screen 2011
Resolution Estimated Tablets
Market Share
Apple iPad 1024 x 768 65%
Samsung Galaxy Tab
1280 x 800
10.1
8%
Samsung Galaxy Tab
1024 x 600
7.0 Plus
Amazon Kindle Fire 1024 x 600 3%
Other Multiple 7%
Source: Company Reports and Canaccord Genuity Estimates

20. Portrait Pixels Landscape Pixels
Scaled Width 716-736 px Scaled Width 704 px
Heading Stuff 227 px Heading Stuff 227 px
‘The Fold’ 797 px ‘The Fold’ 541 px
Folder Rail 320 px

21. successful email creative requires
Technology Creativity
Analytics Branding
Requirements Content

22. Great email creative is …

23. Subject Line:
Introducing the Wireless Solar Keyboard K750 for Mac® simple

24. Subject Line:
Get Your Smokin' Hot Deal from Sonny's simple

25. Subject Line:
Get UPS on the Go intentional

26. Subject Line:
Welcome to Rachael Ray Nutrish relational

27. Subject Line:
AutoTrader.com is coming to Washington D.C. valuable

28. Subject Line:
Champion Is Giving Away Up To $100K In Race Sponsorships valuable

29. flexible

30. flexible

31. anchored by a great subject line

32. to wrap it all up …

33. The big secret is no secret at all
• Use both sides of your
brain to marry technology
and creativity
• GOOD NEWS! The same
best-practices apply to
email in a ‘mocial’ world!

34. The big secret is no secret at all
Understand your audience and their email
behaviors
Make sure your emails are
• simple
• intentional
• relational
• valuable
• flexible
• anchored by a great subject line

35. extras: HTML5 / video tags

36. extras: resources
• 14 Things to Completely Rethink
about Email Marketing in 2011
Engauge Presentation | March 2011
• Email Design Approaches
That Work for All Devices
2011 Silverpop Client Summit | Justine Jordan & Jay Jhun

37. Thank you!
Jay Jhun
Email Services Director
jjhun@engauge.com | @emailrocks
http://emailrocks.tumblr.com
Engauge
http://www.engauge.com