Tuesday 23rd April 2013

Designing Emails for Today Navigating the dangerous waters of email design

Tuesday 23 April 13

E-mail reading patterns / How do people read E-mails?

“…the average time allocated to a newsletter after opening it was only 51 seconds. “Reading” is not even the right word, since participants fully read only 19% of newsletters. The predominant user behavior was scanning. Often, users didn’t even scan the entire newsletter: 35% of the time, participants only skimmed a small part of the newsletter or glanced at the content.”

Jakob Nielsen, Email Newsletters: Surviving Inbox Congestion

Tuesday 23 April 13

E-mail reading patterns / How do people read E-mails?

Tuesday 23 April 13

The Fold / Why it matters in e-mail

http://www.emaildesignreview.com/email-design-best-practice/the-fold-and-email-marketing-1247/

http://www.campaignmonitor.com/blog/post/3779/does-the-fold-matter-in-email-marketing

Tuesday 23 April 13

Images / Who can see them?

Tuesday 23 April 13

Images / Who can see them?

Tuesday 23 April 13

Main Email Clients / As of September 2012

http://www.campaignmonitor.com/resources/will-it-work/email-clients/

Tuesday 23 April 13

Mobile E-mail Growth Year on Year / September 2012

http://www.campaignmonitor.com/resources/will-it-work/email-clients/

Android

90%iPhone / iPad

74%

Tuesday 23 April 13

E-mail Viewing Areas / How wide are e-mails?

http://www.campaignmonitor.com/blog/post/3481/how-wide-are-html-email-designs-today/

Tuesday 23 April 13

E-mail on smartphones / Designing for everyone

Source: Knotice Mobile Email Opens Report, April 2012

%27of all emails are opened on a mobile device. 20.6% from smartphones, 6.8% from tablets.  This is up from 13.4% in Q4 2010.

Tuesday 23 April 13

E-mail on smartphones / Designing for everyone

%22of all emails are opened on an iPhone or iPad. The iPhone accounts for nearly 70% of all email opens on a mobile phone, the iPad accounts for 97% of all opens on tablets.

Source: Knotice Mobile Email Opens Report, April 2012

Tuesday 23 April 13

E-mail on smartphones / Designing for everyone

%70of consumers delete emails immediately that don’t render well on a mobile device

Source: BlueHornet “Consumer Views of Email Marketing”, January 2012

Tuesday 23 April 13

E-mail on smartphones / Designing for everyone

Tuesday 23 April 13

Conclusions / What can we do?

Design for skimming – have a table of contents up front.

Design with good, simple CSS and as little imagery as possible.

Keep good alt tags and captions.

Design for a screen width of about 600px. Better yet, design for fluidity in screen width.

Test on as wide a range of mobile devices as possible.

Tuesday 23 April 13

Billy Kennedy billy.kennedy@iqcontent.com

Questions?

Tuesday 23 April 13