Top Trends & Highlights of the Litmus Email Design Conference

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We just attended the Litmus email conference, and HighRoad U is bringing back all the top trends and examples presented. Join our webinar to learn must-know best practices in email graphic design, campaign idea development, and call-to-action strategies. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

Technology Business

Top Trends & Highlights
Litmus Email Design Conference: TEDC13

The Email Design Conference
•
•
•
•
•
•
•

3 city tour: San Fran, London, Boston*
Conference Website
#tedc13
Seen event overview
Conferize view
HighRoad summary
Litmus Community (subscribers only)
www.highroadsolution.com

Top Themes in TEDC13
Again. Again. Again. Again. And Again.

www.highroadsolution.com

Top Trends: Email Design
• Email Design needs to be
seen/accepted as its own industry &
profession
• Very few email designers truly
• Underappreciated & misunderstood
• Usually only one on staff & isolated, but
now there‘s a community

www.highroadsolution.com

Top Trends: Not Set Up for
Success
• Combo:
graphics, coding, mobile, testing, curious
about people, problem solver, humor
• Untapped resource
• Underutilized resource---people spend too
much time pushing, not enough time thinking
strategically about the campaign

www.highroadsolution.com

Top Trends: Set Up for Success

www.highroadsolution.com

Top Trends: Mobile
• Be in the mobile world
– 138% increase in opens on mobile in 2013
– 71% of mobile purchasing decisions are email
driven

www.highroadsolution.com

Top Trends: Mobile
• People view email once

www.highroadsolution.com

Top Trends: Be Responsive
• Responsive design or bust
– Simple is better
– Embrace the scroll
– Big buttons. More whitespace.

• Responsive Resources:
– Mobile Email 101 from ASAE EBS Webinar
– Responsive Design & Lab (Afternoon
session, start at minute 53)

www.highroadsolution.com

Top Trends: Understand
Lifecycle
-Use journey maps
-Segmentation
-Study!!!
Resources:
-Multi-touchpoint
Messaging Webinar
-Evaluating Your Digital
Influence from ASAE
Tech 2013—Wed
@1:15

www.highroadsolution.com

Top Trends: Email is the New
Social

www.highroadsolution.com

Top Trends: Few ‗Get It‘
• No Secret Sauce: try, test, fix, try, test, fix
• Understand the Ingredients:
– DYK? Web font support is tied to email client
rather than ESP. More info

• It‘s all about the message. Great tool but
boring? Yeah, your email sucks.

www.highroadsolution.com

Top Trends: It‘s Scary

www.highroadsolution.com

Top Trends: Get Over Yourself

―Create a culture where it‘s okay to test
& fail.‖….said by Gary Shapiro, CEA at
ASAE Tech #TECH13

www.highroadsolution.com

Top Trends: Be Real or Fail.
@brendan
Brendan Schwartz,
CTO, Wistia

www.highroadsolution.com

Top Trends: Building Trust
•
•
•
•
•
•

Short, concise content
Reliable
Get a life
No cover-ups
Video
Measure for conversion

www.highroadsolution.com

Top Trends: Have a Personality
• Don‘t use stock photos
• Be funny
– e.g. image alt tags

www.highroadsolution.com

Top Trends: Content Strategy

www.highroadsolution.com

Top Trends: Stop Dumbing it
Down
-Newsweek in print
-Longer formats for
tablet

www.highroadsolution.com

Top Trends: Use Video for Value
• Use video to help with boring tasks like
taking surveys. See Wistia‘s video
• Everyone has 1-2 minutes for
something valuable. Use video & keep
it short
• Get loose! Video how-to
• Entertain

www.highroadsolution.com

Top Tips--#emailtips
• 1 Big Image
• 1 Big Call to Action (CTA)
• If using video, use an engaging thumbnail
pic & set the video link code to autoplay
• In a 2-column email, the left side is the
―strong side‖
• Design for 640 px because it scales down
to 50% on iPhones
www.highroadsolution.com

Great List of Tools
• Compiled by Litmus‘ Brian
Graves:
– List of Tools to Use

• Litmus‘ list of Responsive
Resources:
– Understand Responsive

www.highroadsolution.com

Who to Start Following
•
•
•
•
•
•
•

@cstudabaker Exact Target
@brendan--- Wistia (video)
@litmusapp—Litmus
@campaignmonitor- Campaign Monitor
@bluehornet –Blue Hornet
@highroadsol –curated for not-for-profits
@highroadjenny –deliverability
www.highroadsolution.com

Great New Resource!
• Modern Messaging:
– Automation
– Integration
– Marketing Mindset
– Multi-Channel
Message Design
– ASAE Case Study

www.highroadsolution.com

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Top Trends & Highlights of the Litmus Email Design Conference

1. Top Trends & Highlights Litmus Email Design Conference: TEDC13

3. www.highroadsolution.com

4. www.highroadsolution.com

5. www.highroadsolution.com

6. www.highroadsolution.com

7. www.highroadsolution.com

8. The Email Design Conference • • • • • • • 3 city tour: San Fran, London, Boston* Conference Website #tedc13 Seen event overview Conferize view HighRoad summary Litmus Community (subscribers only) www.highroadsolution.com

9. Top Themes in TEDC13 Again. Again. Again. Again. And Again. www.highroadsolution.com

10. Top Trends: Email Design • Email Design needs to be seen/accepted as its own industry & profession • Very few email designers truly • Underappreciated & misunderstood • Usually only one on staff & isolated, but now there‘s a community www.highroadsolution.com

11. Top Trends: Not Set Up for Success • Combo: graphics, coding, mobile, testing, curious about people, problem solver, humor • Untapped resource • Underutilized resource---people spend too much time pushing, not enough time thinking strategically about the campaign www.highroadsolution.com

12. Top Trends: Set Up for Success www.highroadsolution.com

13. Top Trends: Mobile • Be in the mobile world – 138% increase in opens on mobile in 2013 – 71% of mobile purchasing decisions are email driven www.highroadsolution.com

14. Top Trends: Mobile • People view email once www.highroadsolution.com

15. Top Trends: Be Responsive • Responsive design or bust – Simple is better – Embrace the scroll – Big buttons. More whitespace. • Responsive Resources: – Mobile Email 101 from ASAE EBS Webinar – Responsive Design & Lab (Afternoon session, start at minute 53) www.highroadsolution.com

16. Top Trends: Understand Lifecycle -Use journey maps -Segmentation -Study!!! Resources: -Multi-touchpoint Messaging Webinar -Evaluating Your Digital Influence from ASAE Tech 2013—Wed @1:15 www.highroadsolution.com

17. Top Trends: Email is the New Social www.highroadsolution.com

18. Top Trends: Few ‗Get It‘ • No Secret Sauce: try, test, fix, try, test, fix • Understand the Ingredients: – DYK? Web font support is tied to email client rather than ESP. More info • It‘s all about the message. Great tool but boring? Yeah, your email sucks. www.highroadsolution.com

19. Top Trends: It‘s Scary www.highroadsolution.com

20. Top Trends: Get Over Yourself ―Create a culture where it‘s okay to test & fail.‖….said by Gary Shapiro, CEA at ASAE Tech #TECH13 www.highroadsolution.com

21. Top Trends: Be Real or Fail. @brendan Brendan Schwartz, CTO, Wistia www.highroadsolution.com

22. Top Trends: Building Trust • • • • • • Short, concise content Reliable Get a life No cover-ups Video Measure for conversion www.highroadsolution.com

23. Top Trends: Have a Personality • Don‘t use stock photos • Be funny – e.g. image alt tags www.highroadsolution.com

24. Top Trends: Content Strategy www.highroadsolution.com

25. Top Trends: Stop Dumbing it Down -Newsweek in print -Longer formats for tablet www.highroadsolution.com

26. Top Trends: Use Video for Value • Use video to help with boring tasks like taking surveys. See Wistia‘s video • Everyone has 1-2 minutes for something valuable. Use video & keep it short • Get loose! Video how-to • Entertain www.highroadsolution.com

27. Top Tips--#emailtips • 1 Big Image • 1 Big Call to Action (CTA) • If using video, use an engaging thumbnail pic & set the video link code to autoplay • In a 2-column email, the left side is the ―strong side‖ • Design for 640 px because it scales down to 50% on iPhones www.highroadsolution.com

28. Great List of Tools • Compiled by Litmus‘ Brian Graves: – List of Tools to Use • Litmus‘ list of Responsive Resources: – Understand Responsive www.highroadsolution.com

29. Who to Start Following • • • • • • • @cstudabaker Exact Target @brendan--- Wistia (video) @litmusapp—Litmus @campaignmonitor- Campaign Monitor @bluehornet –Blue Hornet @highroadsol –curated for not-for-profits @highroadjenny –deliverability www.highroadsolution.com

30. Great New Resource! • Modern Messaging: – Automation – Integration – Marketing Mindset – Multi-Channel Message Design – ASAE Case Study www.highroadsolution.com

Top Trends & Highlights of the Litmus Email Design Conference

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