interactive ideas to light up your holiday inbox

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Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any

form or manner without the prior written permission of Experian. Experian Confidential.

Interactive ideas to

light up your holiday inbox

Thursday, October 27th at 1pm EST

2 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.

Meet the speakers

David Kepets

Director, Creative Services, Experian Marketing Services

David is a leading digital marketing expert that specializes in creative best practices for reaching and

engaging with the multi-channel consumer. Throughout his career, Kepets has helped some of the world’s

most recognizable brands to adopt a more data-driven, customer-centric approach to their email creative in

order to deliver cross-channel seamless customer experiences. As creative director at Experian Marketing

Services, he is a sought-after resource on the topic of email creative and has appeared in many industry

publications including MediaPost, Direct Marketing News, Chief Marketer and FierceCMO.

Laura Scholke

Manager of Strategic Services, Experian Marketing Services

Laura Scholke is a Manager of Strategic Services at Experian Marketing Services, with nearly a decade

of digital marketing experience. Laura started her career on the client side at a major footwear retailer

before moving into her role at Experian, where she's managed accounts and strategy for Fortune 500

companies and smaller niche operations in a variety of verticals. Her expertise includes focusing on email

growth and retention to increase channel sales, identifying and disseminating innovative industry trends

and research, and developing a holistic approach to the creation of cross-channel programs.


Overview

The Nav, Fixed/Sticky Graphic

Carousel, Tap & Reveal

Conversations, Games

LEVEL

1

LEVEL

2

LEVEL

3

Going interactive / kinetic!

Holiday

Insights

from 2015

and what to

expect in

2016


Holiday 2016 Top Insights

Election 2016 Pushing back the holiday creep

Take it Cross-Channel Be consistent with the impression

Personalization is Key Create a unique experience

Mobile Shopping It goes beyond conversion


71% of emails landed in the inbox between 4 am and noon

during holiday 2015

Competition For Engagement Is Strong

Source: Experian Marketing Services – Q4 2015 Email Benchmark Report


More than 1 in 4 users only use a smartphone in an

average day – almost 2X as many as those who only use

a computer.

Interactive Content Where They Are

Source: New Google Data – How People Use Their Devices, Sept. 2016


Social

Time spent on mobile

Entertainment Apps

Gaming

66 %

SOURCE: FLURRY ANALYTICS, COMSCORE,

NETMARKETSHARE. NOTE: JUNE 2015


Visual Cues


Simplified

User

Interface

Meaningful

Typography

Bite Size

Cards

Material Design

Layered

Interfaces

Micro-interactions

Mobile Trends


Includes interactive and dynamic actions in email

that are executed within the code via HTML and CSS.

(Interact)ive, Kinetic, or Responsive 2.0


Strong support with the iOS

default mail app, which holds

a whopping 44% of the

market share.

The iPhone is the most popular

platform in the mobile email space

(60%) followed by Apple iPad

(21%) and Google Android (18%)

SOURCE: LITMUS “EMAIL ANALYTICS” (MARCH 2016)

iOS Support


iOS 10 Changes

Unsubscribe banner

Scale adjustment

Video tag

Fixed graphic

iOS Support


Google Support


Android 5.0+ Android 4.4 KitKat There’s more!

Android 4.4 (KitKat)

supports Kinetic

email. KitKat

currently has a

32% market share

Beginning with

Android 5.0 (Lollipop),

the default mail app

was replaced with the

Gmail app, which

doesn’t support

Kinetic (or

responsive!) email

To make matters more

confusing, some phone

manufactures responded by

making their own mail app,

which has varying support.

The old default mail app is

also available for download

on the Google Play shop!

Android Support


Mobile

Fallback

Version

Can display a GIF

animation where

interactive options

are disabled

@media screen 1 HTML file

Multiple Display Options

Mobile

Kinetic

Version

Displays interactive

content where

advanced CSS is

supported

Desktop

Standard

Version

Displays no

responsive or

kinetic features

within the email

Scalable Fallback Solutions



Where to begin…



LEVEL

1

LEVEL

2

LEVEL

3


The Nav…

Unbalanced

and would be

difficult to tap or

interact with

LEVEL

1


The Nav…

Unbalanced

and would be

difficult to tap or

interact with

Trim the nav to

just a few

categories

LEVEL

1


The Nav…

Unbalanced

and would be

difficult to tap or

interact with

Trim the nav to

just a few

categories

Focus just on

the brand and

move all

navigation

towards the

bottom

LEVEL

1


Begin to

incorporate visual

elements from

your app or

mobile site

The Nav… LEVEL

1


Applied as a layer

over content

Unfolds and pushes

content down Animate in!

The Nav… LEVEL

1


Customize for the

holiday season

The Nav… LEVEL

1


User scrolls,

CTA remains

present at

the top

Fixed graphic or CTA LEVEL

1


Call out other

areas – such as

signing up for

mobile with just

one tap

Tap-to-text LEVEL

1





LEVEL

1

LEVEL

2

LEVEL

3


Present different

color options vs.

different promos

Carousel LEVEL

2


Keep your

gift guide or

lookbook

interactive

Carousel LEVEL

2


Educate and

remind your

customers

Carousel LEVEL

2


Give them more

ways to shop

Tap & Reveal LEVEL

2


Tap & Reveal LEVEL

2

Add some

mystery &

prompting the

user to interact


Provide some

clues but still

prompt them

to tap

Tap & Reveal LEVEL

2





LEVEL

1

LEVEL

2

LEVEL

3


Allow the user

to determine

the outcome

LEVEL

3 Conversations


FRAME 3 FRAME 1 FRAME 2 FRAME 4

LEVEL

3 Conversations


Allow the user

to determine

the outcome

LEVEL

3 Conversations


Frame 1A Frame 1 Frame 1B

LEVEL

3 Conversations


A fun way to

rethink the

mystery offer

LEVEL

3 Having Fun!


BACK TILE OFFER LAYER FRONT TILE

LEVEL

3 Having Fun!


Challenge ways

to bring more

interaction

within email

LEVEL

3 Having Fun!


Phase in • Template header/footer • Tap-to-text

Summary

Carousels • Preference builder • Tap & Reveal

Conversations • Personalized touch • Have fun!

LEVEL

1

LEVEL

2

LEVEL

3

Holiday Insights + Mobile/Interactive Updates


Creative Services: Kinetic / Interactive Package Options

Consult &

Code/QA

Design &

Code/QA

Creative Audit

Kinetic

Contact your Client Success Rep for further information.

[email protected]

© 2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any

form or manner without the prior written permission of Experian. Experian Confidential.

Thanks!

Q & A