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@lindsaylee13
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Email is Your Friend;It Does Not Suck.
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You Can Create EmailsThat Perform Well and
Deliver Results.
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10/63
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11/63
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The subscriber experience
isheow inwhich someone
digestsyour email
before converting.
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From Name Subject Line Preheader
Open Preview Pane Full Message
Tap/Click Landing Page
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From Name
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Subject Line
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Preheader
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Open
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Preview Pane
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Full Message
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Tap/Click
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Landing Page
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Concise ContentOver Length
Your email is a doorway into
other channels Tell them the essentials
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Scannable Layout Clear headings One or two column layout Contrast of weight and color
for content distinction
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Make Your Calls
to Action Obvious Only have a few moments to
catch attention Can you na rrow down to one
main CTA? Repeat your main CTAs
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Be Transparent in Your Language
NO Click Here Big Announcement! You Dont Want to Miss T his! New Items
YES Donate Now Sign Up for Our Webinar Start Your Free Trial Now We Have New Shoes
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RememberImage Blocking
When possible, use HTML text
instead of graphical text Alt text is your friend
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Design withMobile in Mind
65% of all opens a re on mobile Single c olumn layout Make he adlines ~28px Body copy ~16 -20px
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More MobileConsiderations
Think ab out elements you see in a pps What can be communicated through
icons? Let your content breathe Huge buttons
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Fun Stuff Animated GIFs can add extra
interactivity Video
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Email
HTMLCSSImages TextDesign
LinksHierarchy
Web
HTMLCSSImages TextDesign
LinksHierarchy
Some Ways Email and the Web are the Same
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Web
em
backgr"#nd$c"l"rmargin
Email
!xstyle%&'"nt$'ace(
bgc"l"r!adding
Some Ways Email and the Web are Different
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Time to Code Like its 1999
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Tables areYour BFFs
Use nested tables to structure
the layout of your email Poor support for CSS
positioning, oats, and clears
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KYSS (Keep Your
Styles S imple) Inline CSS Dont attach styles externally Can use some CSS3 but
proceed with caution
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Styling Block-Level Elements
. a# a headline
his is a headline in e#ail
. a# a paragraph
his is a paragraph in e#ail
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Format Perfect
Images Style alt attributes Set borders t o 0 Add style=display:block to
prevent gaps Set height and widths
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What About Responsiveness?
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RiE ilUMdiQi
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Responsive Email Uses Media Queries
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Therearetons
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There are tonsof email clients out there
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Know Your Audience You never knowsometimes p lain text emails w ill
do the trick Look for the lowest common denominator
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Email Client Market Share
Stats f rom Litmus emailclientmarketshare.com, June 2014
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65%of all emails a re opened on a mobile device
Testtesttest
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Test, test, test
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Litmus LearningCenter
litmus.com/learning
Email client market
share Code tips
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Email DesignReview
emaildesignreview.com
Lots of inspirational
email design
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ExactTarget Blog
blog.exacttarget.com Current market trends Home to the Email
Swipe Files
ll
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Email Swipe Fileon Pinterest
pinterest.com/exacttarget/email-swipe-le/
Curated examples o fgreat email design
S PlIFllTi
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Some People I Follow on Twitter
ETMC Design@ETMC_Design
Andrea Smith@andreasmith77
Justine Jordan@meladorri
Brian Graves@briangraves
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Thank You!