6 tips for improving your email campaigns by rob roy
DESCRIPTION
There is no doubt that customers are moving from desktop to "any connected device" including smartphones/tablets/tvs etc. Brands spend a lot of time and effort thinking about how their website experience will render on those connected devices. Unfortunately many have not spent that same energy on the channel drivers to their website. Today we will specifically focus on eMail and the importance of focusing in on how customers are processing/reading their email. To put this opportunity into perspective: Mobile email opens have grown with 180% in three years. From 15% Q1 2011 to 42% in Q1 2014. – Campaign Monitor “Email interaction across mobile and desktop” (Q1 2014) 61% of consumers now read at least some of their emails on a mobile device – Yesmail “Email Compass: The Mobile Effect” (2013) 79% uses their smartphone for reading email, a higher percentage than those who used it for making calls. Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits” (2013) Being "connected" has become a huge part of who we are and how we get our information. For brands that means we need to put ourselves in the position of the customer and build experiences that enable them to interact with us anywhere. When it comes to eMail one of the simplest ways to do this is via responsive design.TRANSCRIPT
6 Tips to improve your email marketing.
By Rob Roy GVP/GM Time Warner Cable
How customers are receiving/reading email is changing
Being “connected” have become a huge part of who we are
And how we get our information
“Mobile email opens have
grown 180% in three years. From 15% Q1 2011 to 42% in Q1 2014”
“Mobile email opens have
grown 180% in three years. From 15% Q1 2011 to 42% in Q1 2014”
Campaign Monitor “ Email interactions across mobile and desktop (Q1 2014)”
For email to be successful
Brands need to build experiences for the “always
connected” customer
When it comes to email Responsive Design is one of the simplest ways to connect with all your
customers devices
First – What is Responsive Design?
The Practice of creating digital
experiences that adapt to seamlessly deliver content suited to the device context of the user’s OS, Screen size,
or orientation
OR..more simply– a design that works across devices and
screen sizes
Tips for getting started with responsive email design
Think Mobile First:When it comes to designing your email template, thinking about the mobile experience first and working your way up to the desktop experience, is generally easier and forces you to think about the value of each element.
“61% of consumers now read at least some of their emails on a
mobile device”
“61% of consumers now read at least some of their emails on a
mobile device”
Yesmail“ Email Compass: The Mobile Effect (2013)”
Content:Don’t clutter the email - lead with your most important content. Is your content compelling enough to get a user to click?
Simplify your navigation:Give your customers the least amount of choice and make it simple for them. An eMail isn’t a website. Customers are looking for compelling content to navigate too. Your navigation should be a last resort and high usage might indicate the lack of compelling content.
Reduce size:Don’t go all image happy. Load times are critical on mobile devices. When words can do the trick leverage them.
Calls to action:Make your calls to action BIG and BOLD. Don’t make your users search for your CTA
Optimize your Call's to
action for
"images off
Optimize your Call's to
action for
"images off
Pro Tip!!
Link to a mobile friendly LP:You did all this hard work to develop a mobile friendly email – make sure your site reflects that same user friendly design
Simplified Analytics
Responsive Design will also:
1
2
3
4
Maintaining of one codebase
Increased speed and better performanceReach more channels in a shorter time
Rob Roy.
Rob Roy works as Group Vice President/GM of timewarnercable.com responsible for Time Warner Cable's e-Commerce and Self Service Activities. In this role as Head of Digital Channels he is responsible for the ecommerce strategy and vision, growth strategy, product development, sales and marketing across all digital channels for the residential businesses, which serves more than 14 million customers and accounts. Leveraging multi-touch personalization and marketing automation, he has build an end to end digital customer journey, integrating responsive design to drive engagement across all devices.