Secrets to Email Creative Success in a ‘Mocialized’ World
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Transcript of Secrets to Email Creative Success in a ‘Mocialized’ World
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
[email protected] | @emailrocks
http://emailrocks.tumblr.com
Engauge
http://www.engauge.com