WWW.CHIEFMARKETER.COM SPRING 2013 27
The crux of all good email design today is to
make your messages readable on any
mobile or your customers or
prospects want to view them on.
and fonts must be bigger,
and there should be less copy that people
will strain their eyes says Trivuovic.
is forcing brands to become more
focused in their email
going have buttons, keep them
40-pixels square so fingers can actually click
on says Popick. keep images
small so they can actually
it hard for users to accidentally click
on the wrong says Sather, noting that
marketers should make buttons big and avoid
hyperlinks within paragraphs.
More and more marketers are creating messages
that use a responsive design, coding them so
that the message displays slightly differently
depending on the device, notes Trivunovic.
For example, an email that uses responsive design might show those users who are
reading the message on a desktop a detailed
top or side navigation bar, but eliminate that
element for users viewing on a smartphone.
Likewise, mobile viewers might see larger,
simplified headlines, or multiple columns
consolidated into one longer column.
need to embrace their mobile
audiences and give them an experience that
fulfills their says Yeomans, noting
that marketers that optimize their campaigns for mobile will lose a lot of opens.
have seen great strides in mobile
she says, citing Philosophy
cosmetics and Crate Barrel as examples
of marketers that have crafted messages that
display perfectly on a desktop and when
scaled down to an iPhone.
FIVE EMAILS WE LOVE
Email can drive engagement, relationships and sales both online and offline into
the brick and mortar world. a few of our recent favorites:
1. Chilis Gets Personalization Right
The dining chain drove weekday restaurant
traffic with a simple message personalized
to the needs as well as their name.
Kids East Free Coupon for
read the subject line. Inside, the offer was
just that. It was simple personalization first
name and an offer targeting specific interests (feeding hungry kids).
2. ThinkGeek Offers a Universe of Engagement
If you know what a Sonic Screwdriver is,
or immediately think of Admiral Akbar when
someone says a squarely
in Think wheelhouse. While the purveyor of everything techie and nerdy does
optimize for mobile, it cut short on
the copy and points of engagement. Knowing their audience is gaming and challenge
friendly, their emails are chock full of hidden discounts, contests and humor.
3. Hutton Hotel is a Video Star
The Nashville hotel has considerable
competition for event business. To get the
attention of meeting planners, it used B-roll footage already
on hand to create video emails that boosted open and clickthrough rates, as well
4. Orvis Goes to the Dogs (In a Good Way)
Orvis asked email subscribers to the Stars Do the stars in
question being those that rank the top-rated pet items. customers tell it like it the email boasts of the top-ranked Memory Foam Dog Bed.
all top-rated dog products now and see what our customers (and their
dogs) have to Given how social dogs (and their owners) can be, promoting
user-contributed reviews is a good move.
5. Clinique To the Rescue
Free gift with purchase is nothing new for cosmetic marketing, but Clinique put
a clever spin on it during the 2012 Black Friday surge. Knowing that customers might be a little worse for wear after a daylong food bender, it offered a little
assistance to look better as they raced to the malls before the sun came up. This
bonus gift with online purchase was a Friday Survival including lip
balm, mascara and eye serum. Shoppers may not have felt fully awake, but they
did feel Negus Viveiros
Sidescrolling can also get mobile users
engaged, says Trivunovic, citing UnCommonGoods as an example of a marketer
that does this well.
Images and Text
Given the increased focus on designing for
mobile, should marketers drastically trim back
their text in favor of more, larger images? It
depends on what you have to show. Yeomans
notes that seeing many retailers test this
technique, and it can work in some cases.
Lustberg notes that email
images with little to no
an example. design is sleek and
they express that he says.
want everyone to do that, but expected
You have to know our audience and
deliver to them and stand adds Dean
Silvestri, art director, Lyris.
Murphy says. committed any sins
in the email world, you get tagged as well
Always run your creative through a spamchecker tool (most ESPs have them), and see if
there are any domains in your links that
are blacklisted. The same applies for any images
that might have originated with a partner.
You can re-create messages from partners to look similar, but make it different,
make it unique, so you get a fighting chance
with your offer, Murphy says. He adds that
putting images online is also a
no-no. creative can lead to unintended results that can destroy your whole