Get Relevant or Die Tryin’
Great email design is complemented with relevant content. You can hide preheaders, bulletproof your buttons, and stack your navigation, but it’s all for naught if your message doesn't resonate with your subscribers. Relevancy is created through a deep understanding of your subscribers, but how can you acquire the data to create 1 to 1 messages?
In this session, Brent discusses the challenges of acquiring subscriber data for unique audiences, and how to leverage that data to create relevant messages that perform for your business. He covers specific strategies, like defining your audience, and design tactics such as landing pages, quizzes, behavior analysis, and the ever-popular profile and preference center.
When Ugly Is Beautiful: Lessons in Data-Driven, Customer-First Design
You've worked so hard on that email template and created such a flawless landing page. But, during your after-action analysis, Google Analytics shows IE 5.0 visitors filling out forms; Litmus counts 15% of your users on Outlook 2007 (and below); top performing buttons are #not-your-brand's-beautiful-hex-code. You're sulking in your marketing automation's WYSIWYG, find-replacing all those <tables> with <divs>, and you think, "Does my design not mesh with the data? Must I kill my darlings?"
This case study from TASER International, Inc. asks: Are you using data-driven, customer-first design? In this session, Vicky shares her favorite tests (both successes and failures) and how and when she listened to—or ignored!—data to best serve TASER's customers. After watching this session, you'll be ready to A/B test your own designs and to kill, er, improve your darlings.