Secrets to Email Creative Success in a ‘Mocialized’ World

Jay Jhun | Email Services Director | Engauge November 30, 2011

About me

@emailrocks

@engauge

‘Mocial’ [ © 2010 @lorenmcdonald ]

Social

+

Mobile

+

Local

Great email creative is not …

• an advertising/direct mail piece repurposed for email

a matter of imitation

“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.”

Smell like a man, man. or hastily done

a flyer does not an email make

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

successful email creative requires

Technology Analytics Requirements

Creativity

Branding

Content

successful email creative requires

Technology Analytics Requirements

Creativity

Branding

Content

do the math

analyze your existing emails

Snapshot of Silverpop reporting dashboard

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

do you have a mobile audience?

Web analytics, user agent detection, surveys and preference centers can help you decide.

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;

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;

there are no mobile email standards!

*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

OS Preview text

HTML* Images* Alt text Scale Enlarge fonts

Android 2.2 ✗ ✓ ✗ ✓ ✗ ✓

Blackberry ✗ ◐ ◐ ✗ ✗ ✓‡

iOS 4.x ✓ ✓ ✓ -- ✓ ✓

Symbian ✗ ✓ ✗ ✗ ✗ ✓‡

Windows Phone 7 ✓ ✓ ✗ ✗ ✗ ✓‡

Tablets Device Screen Resolution

2011 Estimated Market Share

Apple iPad 1024 x 768 65%

Samsung Galaxy Tab 10.1

1280 x 800

8% Samsung Galaxy Tab 7.0 Plus

1024 x 600

Amazon Kindle Fire 1024 x 600 3%

Other Multiple 7%

Source: Company Reports and Canaccord Genuity Estimates

Portrait Pixels

Scaled Width 716-736 px

Heading Stuff 227 px

‘The Fold’ 797 px

Landscape Pixels

Scaled Width 704 px

Heading Stuff 227 px

‘The Fold’ 541 px

Folder Rail 320 px

successful email creative requires

Technology Analytics Requirements

Creativity

Branding

Content

Great email creative is …

simple Subject Line: Introducing the Wireless Solar Keyboard K750 for Mac®

simple Subject Line: Get Your Smokin' Hot Deal from Sonny's

intentional Subject Line: Get UPS on the Go

relational Subject Line: Welcome to Rachael Ray Nutrish

valuable Subject Line: AutoTrader.com is coming to Washington D.C.

valuable Subject Line: Champion Is Giving Away Up To $100K In Race Sponsorships

flexible

flexible

anchored by a great subject line

to wrap it all up …

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!

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

extras: HTML5 / video tags

iPhone Apple Mail* iPad Apple Mail*; Yahoo Mail (web), Gmail (web)

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

Thank you!

Jay Jhun Email Services Director

jjhun@engauge.com | @emailrocks

http://emailrocks.tumblr.com

Engauge

http://www.engauge.com