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What’s
pushing
email design
forward?
Ros Hodgekiss, Campaign Monitor
We’ve come a long way, baby
What's pushing email design forward today?
Objective = Consistency
Objective = Optimization
Why have the old rules
changed?
What's pushing email design forward today?
What's pushing email design forward today?
[pic of desktop pc]
[lots of people with
different phones]
Tablet sales > Notebook sales
What's pushing email design forward today?
65%
Opens on mobile
devices
What's pushing email design forward today?
What's pushing email design forward today?
138%
Ubiquity, unpredictability
All about getting the best
result in any email client
What's pushing email design forward today?
Applying the web, to email
Knowing which techniques
can be safely used
Knowing your audience
EXAMPLE:
PANIC INC
EXAMPLE:
DIAMOND
RESORTS
CSS3 animation
EXAMPLE:
DIAMOND
RESORTS
Web fonts
EXAMPLE:
PANIC INC
Fixed-position CTA
EXAMPLE:
DIAMOND
RESORTS
Why use these techniques?
If they see an email that looks bad,
they will really see it as a
negative in terms of
brand perception.“ ”
However...
Marketers are often overly focused
on the aesthetic qualities...
rather than their impact
on the bottom line.“ ”
What's pushing email design forward today?
I paint my 

own reality.“ ”
What's pushing email design forward today?
The Year of Responsive
We have the technology
EXAMPLE:
CAMPAIGN
MONITOR
EXAMPLE:
MMT DIGITAL
Responsive =
Rethinking email
Responsive = Inclusive
Responsive = “On the go”
I expect to see experimentation
with templates and messaging
that really speaks to a customer
on the move.“ ”
Responsive = Selling point
Responsive = Good practices
The average time allocated was
only 51 seconds... participants
fully read only
19% of newsletters.“ ”
Responsive = Short and sweet
Responsive = Opportunity
Mobile first = Results first
What's pushing email design forward today?
Results are measurable
EXAMPLE:
CROCS
• +7.7% clicks
• +15.67% opens
on iPhones
"Our
unsubscribe
numbers
appear to be
going down
and trackable
forwarding of
the emails
has gone up."
EXAMPLE:
THE FETCH
One in three
71%
71%
Clients and brands are
embracing the shift
52%
52%
89%
56%
Email is the new social
Stand up for your work!
What's pushing email design forward today?
What's pushing email design forward today?
Consistency is dead.
So, what next?
If you’re going through hell,
keep going.
“ ”
What’s
pushing
email design
forward?
Ros Hodgekiss, Campaign Monitor
ros@campaignmonitor.com
Twitter: @yarrcat
!
Slide genius by Canva.com

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What's pushing email design forward today?