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Email Design for Ecommerce Success
Massimo ArrigoniChief Product Officer, MailUp
Massimo Arrigoni
• Chief Product Officer, MailUp • Previous: Co-founder and CEO, Early Impact, ProductCart
Why optimize email?Because your sales depend on
it.
3
Substantial revenue comes from email
~20% of sales
4Source: eConsultancy – 2015 and 2014 Email Marketing Industry Census
% of sales attributed to email
The power of the email address
5
Guy Kawasaki at the 2015
Email Experience Conference
Email in 2015Whom are we designing for?
6
How mobile are your email subscribers?
~50% is mobile
7Source: Litmus - 53% of Emails Opened on Mobile, January 2015
How mobile are your email subscribers?
Ours are 24% mobile
8Source: MailUp “Device report” statistics for MailUp Inc.
How mobile are your email subscribers?
Benetton’s 49.3% mobile
9Source: MailUp “Device report” statistics for Benetton SPA
10
What email clients are they using?
Bye, bye Outlook!
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.
5 email design tipsWe’re just scratching the
surface.
11
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The importance of mobile
#1Adopt a mobile-first approach
13
14
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It’s all about focus.
16
#2Design uncluttered, focused messages…
Source: Windsor Circle – Top 25 Holiday Campaigns of 2014 – August 2015
It’s all about focus.
17
#2… visually separating different sections.
Test. Track results. Repeat.
18
#3Try new things. Like animated GIFs…
Source: Ann Taylor LOFT via Litmus’ A Guide to Animated GIFs in Email, March 2014
19Source: 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
#4Use text: it works…
21
It’s not all about stunning images
#4… and it may not even be text (but remember image blocking)
Source: my inbox . Banana Republic campaign, August 2015. The text is actually a JPG image file.
22
It’s not all about stunning images
Source: HubSpot – Plain-text vs. HTML emails: which is better? (July 2015)
#4Is it text… or maybe it’s just that “less is more”?
It doesn’t stop with the email
#5 Design for the entire UX
23Source: Litmus - 2015 Mobile-Friendly Email & Landing Page Trends, July 2015
Quick recap!
1. Mobile is (probably) key
2. Stay focused
3. Try new things
4. Use text
5. Mind the entire journey 24
Some email design resources
Litmus blog @ https://litmus.com/blog/
Email on Acid blog @ https://www.emailonacid.com/blog
Fresh Inbox http://freshinbox.com/blog/
Email Design Review by Action Rocket
http://www.emaildesignreview.com/
Professional Email Design by Jason Rodriguez
Campaign Monitor’s HTML email design guidelines
https://www.campaignmonitor.com/dev-resources/will-it-work/
MailChimp’s email design guide
http://mailchimp.com/resources/email-design-guide/
beefree.io free email editor
… and many more25
