Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013
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This document discusses email design best practices based on statistics and research. Some of the key points covered include: - Email is widely used and accessed on mobile devices, with over 60% of people reading email on mobile. It has proven to be adaptable across platforms. - Subject lines are extremely important for getting emails opened. Clear, compelling subject lines under 10 characters have higher open rates. Symbols and emojis in subject lines can also increase open rates in many cases. - Mobile optimization is critical for email design. Over 45% of emails are now opened on mobile, so emails must be responsive and adaptive to different screen sizes and resolutions. - Flat design is popular for emails and works well for
Lies, Damned Lies + Email Design : Seattle Interactive Conference 2013
- 1. Text Haydn Sweterlitsch VP, Executive Creative Director Hacker Group, Seattle LIES, DAMNED LIES + EMAIL DESIGN
- 2. behold, the majestic email 61% of people read at least some email on a mobile device like a cockroach, email +is 354 million years old
- 3. behold, the majestic email 30% of people read email exclusively on a mobile device like a cockroach, email +is 354 million years old +is sometimes seen as a pest
- 4. behold, the majestic email like a cockroach, email +is 354 million years old +is sometimes seen as a pest +is adaptable, mobile, everywhere wireless market penetration in the US surpassed 104% in 2012
- 5. behold, the majestic email More users (~78%) read email on smartphones than make calls like a cockroach, email +is 354 million years old +is sometimes seen as a pest +is adaptable, mobile, everywhere +will survive nuclear war
- 6. email is the goat Email is the most popular smartphone activity (~78% of users)
- 7. email is the goat internet time on mobile devices outpaced PC in may, 2013 481 billion minutes vs. 477 billion +email is a machine
- 8. email is the goat The only mobile purchase influencer greater than emails is friends/family +email is a machine +design yours exquisitely in structure in style in form in function
- 9. +culture of zero forces aligned against the email As of 2013, there are 3.6 billion email accounts
- 10. +culture of zero +swipe/delete UIs forces aligned against the email By 2016, there will be 4.3 billion email accounts
- 11. +culture of zero +swipe/delete UIs +tabs forces aligned against the email 82% of users open emails they receive from brands/companies
- 12. +culture of zero +swipe/delete UIs +tabs +canned meat forces aligned against the email This year, about 84% of all email traffic will be spam
- 13. +culture of zero +swipe/delete UIs +tabs +canned meat +OS, client anarchy forces aligned against the email ~66% of mobile traffic is on iOS
- 14. design starts in the inbox 33% of email recipients open email based on subject line alone +clear subject lines are compelling ones
- 15. design starts in the inbox 64% of people say they open an email because of the subject line +clear subject lines are compelling ones +agencies sometimes ignore preheader +users never ignore preheader
- 16. design starts in the inbox +clear subject lines are compelling ones +agencies sometimes ignore preheader +users never ignore preheader +the thunder+lightning of the inbox Subject lines with fewer than 10 characters get an open rate of 58%
- 17. symbols: what the $@!#? Subject lines with unicode have a higher open rate in 56% of brands surveyed +if a symbol is in a subject line and users don’t see it, does it really exist?
- 18. symbols: what the $@!#? the sun symbol increases open rates 14.9% +if a symbol is in a subject line and users don’t see it, does it really exist? +no best practices
- 19. symbols: what the $@!#? Airplanes (✈) show a 10.7% lift in open rate, umbrellas (☂) generate 50% lift +if a symbol is in a subject line and users don’t see it, does it really exist? +no best practices +no patterns
- 20. symbols: what the $@!#? Unicode: 60% of the time, it works every time +if a symbol is in a subject line and users don’t see it, does it really exist? +no best practices +no patterns +go for it
- 21. +adaptive +responsive +fluid get responsive or gtfo 24% of brands don’t optimize email creative for mobile in any way
- 22. +adaptive +responsive +fluid get responsive or gtfo 39% of marketers have no strategy for mobile email image: @stammy Paul Stamatiou, 2013
- 23. +adaptive +responsive +fluid +optimize or die get responsive or gtfo 87% of online retailers optimize mobile email (or plan to) in 2013
- 24. +adaptive +responsive +fluid +optimize or die +always see #rwd +why not #red get responsive or gtfo 45% of 2012 holiday season emails were opened on a mobile device
- 25. get responsive or gtfo 97 unique screen resolutions in 2010. 232 in 2013 12 million monthly touch email program +average 25% open rate +50%-60% opened on mobile devices +3% click-through rate +click-through up ~400% since introducing adaptive design
- 26. flat is so hot right now
- 27. flat is so hot right now +flat UI feels better to the touch/mobile (or is that just me?) 71% of mobile purchase decisions are “most influenced” by brand emails
- 28. flat is so hot right now +flat UI feels better to the touch/mobile (or is that just me?) +lends itself to responsive design (or is it just timing?) 17% of Americans create a new email address every 6 months
- 29. flat is so hot right now +flat UI feels better to the touch/mobile (or is that just me?) +lends itself to responsive design (or is it just timing?) +lack of depth forces true hierarchy Subscribers below age 25 prefer SMS to email
- 30. flat is so hot right now +flat UI feels better to the touch/mobile (or is that just me?) +lends itself to responsive design (or is it just timing?) +lack of depth forces true hierarchy +simple ≠ basic Monday delivery drives the highest revenue per email
- 31. form + functionality follow function 43% of mobile email users check email four or more times per day +progressive disclosure
- 32. form + functionality follow function 72% of B2B buyers are most likely to share useful content via email +progressive disclosure +persistent buttons
- 33. form + functionality follow function social sharing buttons increase email click-through rates 158% +progressive disclosure +persistent buttons +horizontal scrolling
- 34. form + functionality follow function 44% of users made at least one purchase last year based on a brand email +enewsletter: 10 million touches/month
- 35. form + functionality follow function Personalized subject lines are 22.2% more likely to be opened +enewsletter: 10 million touches/month +28% open rate +62% opens on mobile (48% on iOS) +1.5% click-through +5.48% click to open rate
- 36. form + functionality follow function
- 37. five lies agencies tell (and believe) +emails don’t drive ____, they drive _____. +the most effective emails are _______. +the single most important factor in email design is _______. +_______ has largely replaced emails in importance. +we have emails figured out.
- 38. thanks for your time +haydn sweterlitsch +executive creative director, hacker group, seattle +hackergroup.com +@haydn_s