There's more to a successful and well-designed email campaign than being mobile-friendly, and Justine Jordan from Litmus breaks it down for us in the final installment of our Get Smart About Email Marketing web series.

Today’s email marketing services provide easy to use tools to create mobile-friendly email campaigns. But with the constant changes to email clients, phone sizes, and HTML/CSS support. how do you know where to spend your time creating the perfect design?

In this discussion, we welcome Justine Jordan, Marketing Director at Litmus, to talk about email design, testing, and most importantly, how to design an email campaign that delights your subscribers and gets them to take action.

This is the final episode in our Get Smart About Email Marketing web series, check out all the previous episodes and get bonus content by subscribing to our YouTube channel!

Get to know Litmus

(1:49) Get to know Litmus, an email design, testing, and analytics software service.

Mobile-first email design tips

(2:55) Why is it so important to design our email campaigns for mobile? And does email design just mean “how the email looks?” We have to remember the entire experience we want to give our subscribers when designing an email.

(6:42) Is there ever a time when you don’t want to design your emails to be a mobile-first customer experience? The real key to make this decision is to back it up with data, understand there’s a spectrum to how mobile-friendly your design needs to be, and know the appropriate resources to invest.

(9:01) What are the best practices for mobile email design? Justine talks about font sizes, big buttons, single columns, and more.

Making sure intent matches design

(14:21) Let’s do an example email test! Justine talks about the tests that Litmus provides and how we can dig deeper into the analytics of how our subscribers interact with our emails, beyond just what our email service providers give us. Then, Stephan brings up a recent test to illustrate the differences between email programs, and how important it is to test because the primary call to action in his email was hidden below the fold in most mobile devices! Watch how we showed the disconnect between the design and the goal of the email, and how the test brought this to light.

PSSST: Want a free two-week trial to Litmus? Justine gave us a “Friends of Shovi” link.

(22:41) How do I make business decisions around email design so I can deliver the best experience possible? Where should I focus my testing efforts?

Highlights from the 2015 State of Email Report

(24:35) Why did my open rate go up in 2014, and why does Gmail have so much more market share in my email marketing client reports? Litmus’s 2015 State of Email Report broke down all the changes affecting email design in Gmail, Inbox, etc. We talked a little about Gmail caching and the effect it has on the metrics we are getting from our email service providers (especially for geolocation segmentation).

(31:09) Email design isn’t all tables and old-fashioned HTML. There are some brands, Litmus included, doing amazing things and pushing the envelope with their email campaigns. Justine gives us a few of her favorites, and a tip on how to push the envelope without alienating the subscribers who won’t be able to see those changes because their devices don’t support them.

What to do next?

1. Get help with your email marketing strategy: Shovi Websites creates marketing strategies that make businesses more connected to their customers in today’s attention economy. One of the ways we do this is by producing online education series productions (like this one). To learn more, contact Stephan at 781-538-5901.

2. Read/Watch the rest of the series:

3. Subscribe to Get Smart About Email Marketing. Even though the series is over, we have plenty of information planned that digs deeper into the topics discussed during our series, and will be very useful for companies who need to do a better job with their email marketing.

Stephan Hovnanian

Stephan Hovnanian runs the show here at Shovi, bringing over 15 years of email and web marketing experience to companies that need more from their digital marketing efforts.

Connect with Stephan here, on Twitter (@stephanhov), LinkedIn, or Google+.


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