Secrets to Email Creative Success in a ‘Mocialized’ World
2 likes472 views
The document provides tips for creating successful email creative in a world where mobile and social media have become integrated ("mocialized"). It emphasizes understanding your audience's email behaviors and devices, using both technology and creativity, and focusing on simplicity, intent, relationships, value, and flexibility while anchoring emails with great subject lines. Extras discuss using HTML5/video and resources on rethinking email marketing and design approaches for all devices.
![‘Mocial’
[ © 2010 @lorenmcdonald ]](https://image.slidesharecdn.com/emailcreativesuccessagentroiatlforss-111130154933-phpapp02/85/Secrets-to-Email-Creative-Success-in-a-Mocialized-World-3-320.jpg)
Secrets to Email Creative Success in a ‘Mocialized’ World
- 1. Secrets to Email Creative Success in a ‘Mocialized’ World Jay Jhun | Email Services Director | Engauge November 30, 2011
- 2. About me @engauge @emailrocks
- 3. ‘Mocial’ [ © 2010 @lorenmcdonald ]
- 4. Mobile + Social + Local
- 5. Great email creative is not … • an advertising/direct mail piece repurposed for email
- 7. Smell like a man, man. or hastily done “Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me. Look down, back up, where are you? You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.”
- 8. a flyer does not an email make
- 9. Great email creative is not … • an advertising/direct mail piece repurposed for email • just about looking great • about telling your audience about everything that is on your mind at once • the solution to declining engagement
- 10. successful email creative requires Technology Creativity Analytics Branding Requirements Content
- 11. successful email creative requires Technology Creativity Analytics Branding Requirements Content
- 12. do the math
- 13. analyze your existing emails Snapshot of Silverpop reporting dashboard
- 14. the US smartphone population Platform % of US Market 3 Google 44.8% Apple 27.4% RIM 18.9% Microsoft 5.6% Symbian 1.8% Source(s): 3. comScore MobiLens, Sept. 2011
- 15. do you have a mobile audience? Web analytics, user agent detection, surveys and preference centers can help you decide.
- 16. the US smartphone population vs. yours • US Population (Ages 15 – 74) 228 Million 1 • %age of Adults Who Own Smartphones 35% 2 • US Population w/ Smartphones 80 Million • %age who use Smartphones for Email 87% 2 • US Population who use Smartphones for Email 69 Million Sources: 1. U.S. Census Bureau, Statistical Abstract of the United States: 2012; 2. Pew Research Center Report 7/11/2011;
- 17. the US smartphone population vs. yours • US Population (Ages 15 – 74) 228 Million 1 • %age of Adults Who Own Smartphones 35% 2 • US Population w/ Smartphones 80 Million • %age who use Smartphones for Email 87% 2 • US Population who use Smartphones for Email 69 Million Sources: 1. U.S. Census Bureau, Statistical Abstract of the United States: 2012; 2. Pew Research Center Report 7/11/2011;
- 18. there are no mobile email standards! OS Preview HTML* Images* Alt text Scale Enlarge text fonts Android 2.2 ✗ ✓ ✗ ✓ ✗ ✓ ‡ Blackberry ✗ ◐ ◐ ✗ ✗ ✓ iOS 4.x ✓ ✓ ✓ -- ✓ ✓ ‡ Symbian ✗ ✓ ✗ ✗ ✗ ✓ ‡ Windows Phone 7 ✓ ✓ ✗ ✗ ✗ ✓ *HTML or images enabled by default ◐ Blackberry HTML email may be enabled, but is not on by default in 4.5/5. The ability to download images automatically is an option. Blackberry 6 has webkit support and displays HTML email by default, but a prompt appears to download external images ‡ inconsistent wrapping and scaling of text
- 19. Device Screen 2011 Resolution Estimated Tablets Market Share Apple iPad 1024 x 768 65% Samsung Galaxy Tab 1280 x 800 10.1 8% Samsung Galaxy Tab 1024 x 600 7.0 Plus Amazon Kindle Fire 1024 x 600 3% Other Multiple 7% Source: Company Reports and Canaccord Genuity Estimates
- 20. Portrait Pixels Landscape Pixels Scaled Width 716-736 px Scaled Width 704 px Heading Stuff 227 px Heading Stuff 227 px ‘The Fold’ 797 px ‘The Fold’ 541 px Folder Rail 320 px
- 21. successful email creative requires Technology Creativity Analytics Branding Requirements Content
- 22. Great email creative is …
- 23. Subject Line: Introducing the Wireless Solar Keyboard K750 for Mac® simple
- 24. Subject Line: Get Your Smokin' Hot Deal from Sonny's simple
- 25. Subject Line: Get UPS on the Go intentional
- 26. Subject Line: Welcome to Rachael Ray Nutrish relational
- 27. Subject Line: AutoTrader.com is coming to Washington D.C. valuable
- 28. Subject Line: Champion Is Giving Away Up To $100K In Race Sponsorships valuable
- 29. flexible
- 30. flexible
- 31. anchored by a great subject line
- 32. to wrap it all up …
- 33. The big secret is no secret at all • Use both sides of your brain to marry technology and creativity • GOOD NEWS! The same best-practices apply to email in a ‘mocial’ world!
- 34. The big secret is no secret at all Understand your audience and their email behaviors Make sure your emails are • simple • intentional • relational • valuable • flexible • anchored by a great subject line
- 35. extras: HTML5 / video tags
- 36. extras: resources • 14 Things to Completely Rethink about Email Marketing in 2011 Engauge Presentation | March 2011 • Email Design Approaches That Work for All Devices 2011 Silverpop Client Summit | Justine Jordan & Jay Jhun
- 37. Thank you! Jay Jhun Email Services Director jjhun@engauge.com | @emailrocks http://emailrocks.tumblr.com Engauge http://www.engauge.com