1. Email Design for Ecommerce Success Massimo Arrigoni Chief Product Officer, MailUp

2. Massimo Arrigoni Chief Product Officer, MailUp Previous: Co-founder and CEO, Early Impact, ProductCart

3. Why optimize email? Because your sales depend on it. 3

4. Substantial revenue comes from email ~20% of sales 4 Source: eConsultancy – 2015 and 2014 Email Marketing Industry Census % of sales attributed to email

5. The power of the email address 5 Guy Kawasaki at the 2015 Email Experience Conference

6. Email in 2015 Whom are we designing for? 6

7. How mobile are your email subscribers? ~50% is mobile 7 Source: Litmus - 53% of Emails Opened on Mobile, January 2015

8. How mobile are your email subscribers? Ours are 24% mobile 8 Source: MailUp “Device report” statistics for MailUp Inc.

9. How mobile are your email subscribers? Benetton’s 49.3% mobile 9 Source: MailUp “Device report” statistics for Benetton SPA

10. What email clients are they using? Bye, bye Outlook! 10 Source: emailclientmarketshare.com by Litmus, August 2015 These stats = 70% of email clients show images by default Be careful: % can vary greatly between B2C and B2B lists.

11. 5 email design tips We’re just scratching the surface. 11

12. The importance of mobile #1 Adopt a mobile-first approach 12

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16. It’s all about focus. 16 #2 Design uncluttered, focused messages… Source: Windsor Circle – Top 25 Holiday Campaigns of 2014 – August 2015

17. It’s all about focus. 17 #2 … visually separating different sections.

18. Test. Track results. Repeat. 18 #3 Try new things. Like animated GIFs… Source: Ann Taylor LOFT via Litmus’ A Guide to Animated GIFs in Email, March 2014

19. 19 Source: Real Time Email – Food Network example of countdown timer - www.realtime.email/rte-sample/food-network/ #3 … and interactive content.

20. It’s not all about stunning images #4 Use text: it works… 20

21. It’s not all about stunning images #4 … and it may not even be text (but remember image blocking) 21 Source: my inbox. Banana Republic campaign, August 2015. The text is actually a JPG image file.

22. It’s not all about stunning images 22 Source: HubSpot – Plain-text vs. HTML emails: which is better? (July 2015) #4 Is it text … or maybe it’s just that “less is more”?

23. It doesn’t stop with the email #5 Design for the entire UX 23 Source: Litmus - 2015 Mobile-Friendly Email & Landing Page Trends, July 2015

24. Quick recap! 1.Mobile is (probably) key 2.Stay focused 3.Try new things 4.Use text 5.Mind the entire journey 24

25. Some email design resources Litmus blog @ https://litmus.com/blog/https://litmus.com/blog/ Email on Acid blog @ https://www.emailonacid.com/bloghttps://www.emailonacid.com/blog Fresh Inbox http://freshinbox.com/blog/http://freshinbox.com/blog/ Email Design Review by Action Rocket http://www.emaildesignreview.com/ Professional Email DesignProfessional Email Design by Jason Rodriguez Campaign Monitor’s HTML email design guidelines https://www.campaignmonitor.com/dev-resources/will-it-work/ https://www.campaignmonitor.com/dev-resources/will-it-work/ MailChimp’s email design guide http://mailchimp.com/resources/email-design-guide/ http://mailchimp.com/resources/email-design-guide/ beefree.iobeefree.io free email editor … and many more 25

26. Discussion Massimo Arrigoni arrigoni@mailup.com