Launching the Litmus Community—a hub for any and all conversations about email design, marketing, and code—was an exciting announcement for our team. We didn’t want to launch Community with just any average marketing email. We wanted the message to resonate strongly with users and illustrate the idea that every email marketer and designer has a true home in the Litmus Community. Our Content Designer, Kevin, upped the ante by suggesting we add animation to the email. Find out how we did it!
The travel industry likely has a large percentage of subscribers that, well, travel. A natural consequence of traveling is reading messages in non-desktop environments, so mobile optimization should be a high priority. And, as always, content should be helpful and relevant to the subscriber. Guestfolio, which offers Guest Relationship Management tools for the travel industry, keeps all of the above and more in mind with designing their customizable newsletters. Using customer Black Rock Oceanfront Resort as an example, let’s take a look at how Guestfolio improved Black Rock’s confirmation emails.
After seeing an increase in mobile subscribers, Chalk and Pixel, a full service digital creative agency, revamped one of their client’s newsletters to be more mobile friendly. Their client, Auto Trader, was sending out a monthly newsletter to approximately 250,000 subscribers and continually seeing more of those subscribers opening on mobile devices. Alongside the redesign, they also revamped their content strategy with the goal of becoming the go-to source of information for motoring enthusiasts and car owners.
Innovative, beautiful, and—let’s be honest—even awful emails are frequent topics of conversation in the Litmus office. We like to admire and get inspired by the good ones and, on occasion, get a laugh out of the bad ones. Paul recently shared an email from Plywerk that was simple and sleek, but what really caught our eye was the unusual and engaging landing page.
Campaign Monitor recently introduced a redesigned newsletter – full of techniques to make any email designer drool. From advanced bulletproof buttons to web fonts and hover states, we take a look at some of the techniques used by Campaign Monitor designer Tim Swan and developer Stig Morten Myre.
Working with customer engagement agency The Lacek Group, Starwood Preferred Guest began looking at their subscriber open data to determine how to optimize their emails for their audience. With opens in iOS drastically increasing, they knew it was imperative to optimize their emails for iPad and iPhone. However, a large portion of their audience was also opening on desktop clients—a perfect opportunity for responsive design.
The Learning People—a Brighton, UK-based company—converted their emails shortly after launching a new responsive website. See the emails that pushed mobile click rates past 50% and increased conversion rates by 33.35%.
Scoop gives us a real-time view of what trends are popping up in marketing newsletters, triggered emails and transactional emails. I became curious — what kinds of language are people using in their emails? What does the average subject line look like? How do marketers grab the attention of their customers? How do apps and services make their transactional emails stand out? With those questions in mind, I began my Hack Week project — the Email Zeitgeist.
First impressions make an impact. So, whether you send an automated plain-text or an HTML-branded welcome email, it’s the first step in an email relationship with your subscriber. Needless to say, it’s important to make a positive first impression.
A subscriber’s journey doesn’t stop at your email. In fact, your email is just the starting point! After convincing users to move forward with the call-to-action, they typically land on, well, a landing page of some type. Similarly to your email, if that landing page is difficult to read or interact with, the chances of your subscribers abandoning ship are pretty high. As a result, it’s important to make sure your emails and landing pages (or web site) are optimized for viewing in all environments.
While analyzing mobile traffic as part of 99u.com’s website redesign, Behance noticed that about half of their email subscribers were opening their newsletter on mobile devices. While they were already working on a responsive website, they realized that they needed to redesign their newsletter to match their new branding. They wanted to achieve mobile cohesion between their newsletters and website. Let’s take a look at the journey Behance’s subscribers are now taking—from mobile newsletter to mobile website!