Published on March 14, 2014
Mobile Design Basics & Introduction to Mobile Optimized Templates March 13th, 2014
Speakers Amanda Monroe Design Consultant firstname.lastname@example.org @amandacloevius
Speakers Kim Stratton Product Marketing Manager, email@example.com @KimLStratton
rsModerator Patty Rayl Senior Global Instructional Designer firstname.lastname@example.org @pattyrayl
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Raise Your Hand…. Are you currently designing emails with the Mobile subscriber in mind?
*Kleiner Perkins Caufield and Byers Today’s inbox is: Frequented The average person checks their phone 150 times a day*
***Return Path: Data from 3 million users May-June 2013 Today’s inbox is: Cluttered We receive 416 commercial messages a month (13/day)
Today’s inbox is: Interactive Emails are revealed in stages From Name Subject Line Preheader Pre-scroll Scrolling view Click through to siteInbox
Mobile Desktop Of those who opened on mobile, 13% clicked through. Of those who opened on desktop, 25% clicked through ExactTarget primary research Today’s inbox is: Shallow Mobile openers click less than desktop openers. Mobile is a barrier to clicking ExactTarget primary research: one customer, 1m+ dataset
For one retailer, 72% opened the email once.
For one retailer, 81% clicked the email once.
Working with Templates A modular approach to mobile email design
Before we start: Terms to Know 1. Template: the blank shell that the email is built on 2. Modular Content: Chunks of content that can be stored separately and recombined in various iterations. 3. Content Areas: Empty area within template where text, links and images can be inserted. 4. Stored Content: Independently stored section of content with text, images and styling that will be placed inside of a Content Area. 5. Framework: all of the elements that holistically fit together to create your templates and emails
Mobile-optimized email aims improve three areas: 1. Production Efficiencies If emails are built on a modular framework, it can cut production time down 3. Performance Metrics A more legible email means content is magnified – if the content is relevant, metric lift will follow. 2. Brand Impact Build subscriber trust by respecting the viewing environments of users; give them a legible, usable, beautiful experience. Mobile viewing is the largest disruption in email design today.
ExactTarget Templates Blocks of modular content turn into content areas, allowing basic editing of text and images in ExactTarget’s WYSIWYG content editor. Content areas may be created and stored separately from a template, then dragged-and-dropped into the appropriate area of an email when needed.
A Framework uses Modular Content Template + Stored Content = Final Email
A Framework is a Modular Approach A framework is a standardized approach to designing and building email that creates both consistency and flexibility for your designers, developers & subscribers.
ExactTarget Templates Template Shell + Content Areas = Potential Templates
A Modular Approach Allows for Dynamic Content If gender = male, display Article 1 If gender = female, display Article 2
Getting Started: Plan for Content Create a Wireframe • Dissociate content from visuals, focusing primarily on function • Establish a content hierarchy • Ensure content structure matches hierarchy before applying graphics • Make iterating on the layout easier
Getting Started: Define Variability Defining a fixed number of variations for content blocks allows for the delivery of tailored experiences while controlling the impact on content creation time. Content Inputs • Headline • Copy • Button • Image Possible Content Formats
Keys to Success: Style Guide An email style guide establishes email standards for your brand for frequently used email elements. • Present a cohesive brand • Improve customer engagement • Realize efficiencies in the email creation process
Mobile Optimized Templates Create your emails for mobile users
Desktop ExactTarget primary research What are Mobile Optimized Templates?
Desktop ExactTarget primary research Benefits of Mobile Optimized Templates • Ensure your emails render properly on a mobile device • Increase ROI and engage with mobile customers • Free
Desktop ExactTarget primary research New Mobile Optimized Templates • 13 Mobile Templates • Available in all email editions • New preview mode
Mobile Optimized Templates
Desktop ExactTarget primary research +25% Clicks Post-redesign Responsive Redesign
Multi-Variant Testing +10% Mobile clicks Both responsive solutions Mobile-Aware (mobile-friendly, design- only changes) Responsive (fully responsive, 2 sets of graphics) Responsive-Aware Responsive header/footer, mobile-aware body Winning solution
Email Design Tactics Content strategy, legibility, touch, and context.
Write Concisely and with Hierarchy in Mind • Key subject line info should be in the first 35 characters. • Preheaders can be around 80 characters, with the most important content first. • Use a top-down content hierarchy. • CTA language should be descriptive, value-oriented, and action-oriented.
Mobile-First Content Strategy 1. Pull click overlays for a variety of sends from the same template 2. Prioritize content into top three clicks 3. Cut content that doesn’t get clicks
Design Legibly • Use 1-column for primary content • Legibility is more important than length • Top down hierarchy • Use contrasting color to ensure readability across brightness levels
Design Legibly • Think BIG: • Full-width graphics • HTML text sizes should be 15px+ for body copy and 22px+ for headlines • Go even larger when text is part of an image, to accommodate image scaling • Place CTAs on the left side (ideal) or center
Design Legibly with Images • Images are more content-rich than text: use images to communicate your message
Design for Touch Make buttons “Tapworthy” • Size: keep buttons at least a 44px square for easy tapping • Position: Keep links/buttons to the center or left for ease of use – or full width! • Space: separate links to avoid touching two links
The context of apps: Know what your users are doing when they’re not in your email. Top 4 apps: 1. Google Maps 2. Facebook 3. YouTube 4. Google+ (source: Mashable) Email is part of a mobile ecosystem
The context of apps: Borrow usability elements from these commonly used apps • Button treatments • Visual cues • Content layout patterns Email is part of a mobile ecosystem
Email is part of a mobile ecosystem. The context of the email inbox: The inbox frames your email
Always view your emails in their natural habitat: the inbox vs
Mobile Email Design Basics: Lessons 1. Mobile email viewing is the new normal 2. Think of your emails as a framework of modular pieces 3. Write your content in a mobile-first way 4. Design legibly for small screens 5. Design buttons for touch 6. Understand the context of mobile viewing
New Email Design Toolkit! Proven tips and advice from our email experts on: 1. Email Design Basics 2. Email Coding Fundamentals 3. Data for Designers
Questions? Please type them in the chat panel
Interested in Additional Mobile Webinars? March 19th – 2:00 pm EST 2014 Mobile Behavior Report Combining mobile tracking and consumer date to build a powerful mobile strategy http://www.exacttarget.com/resource-center/webinars March 27th Advanced Responsive Design Design tips, code and data for better email design Register:
Resources Training available in 3sixty • January Release Training • Getting Started with Email (Template lesson) Design Blog • http://www.exacttarget.com/blog/category/e mail/design-email/ Emails • Link to recorded training • Toolkits
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