email tactics and trends for 2014

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The Next Big

Trends

@JKROHRS@EXACTTARGET

93% of US online consumers and email subscribers and receive at least on permission-based email each day.Channel Preference Survey, ExactTarget

66% of US consumers have made a purchase as a result of an offer received by email.

Channel Preference Survey, ExactTarget

49% of consumers want a seamless shopping experience across all channels.

Accenture

Moments

Matter

MobileMoments

Over 48% of all opened emails are opened via a mobile device.Litmus

63% of US consumers say they delete emails immediately if they are not optimized for mobile.Return Path

ResponsiveMobile-AwareDesktop Centric

Only 12% of the top 160 retailers used responsive email design.

10% used mobile-aware design.

78% used largely desktop-centric designs.

NOPINCHING

• Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background.

• Avoid reversing out small text on a dark background.

• Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device.

• Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message.

• Layout – One-column layout works best for mobile. If you have a multi-column layout, plan how elements shift or stack.

ImageMoment

DEFENSIVEDESIGN

Great defensive design techniques like HTML text and alt text.

Styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the

stroller image.

SocialMoment

The savviest brands will begin to build small highly engaged communities where they can learn more about what their audiences want need and desire.

WeAreSocial

PersonalizedMoment

Created 60,000 animated, jangling name bracelets – one for each unique name in their email database.

Generated 3x revenue versus an email promoting the same collection a week earlier.

EGOnomics

Data EqualsRelevance

The ability to take data – to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it is going to be a hugely important skill in the next decades.

Hal Varian, Google’s Chief Economist

Data BeatsOpinions

1. Moments2. Wearable Technology3. Location Aware4. Mad Men5. Data Management6. EGOnomics7. Louis CK

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