Kissmetrics Webinar - Email in a Social World

Kissmetrics Webinar Series

MAKING EMAIL CAMPAIGNS IN A SOCIAL WORLD

The webinar starts at 10am Pacific Time

Slides and Recording will be sent out within 24 hours of the webinar

Q&A after the presentation, but feel free to enter questions as they come up

10min Demo of Kissmetrics Analytics after the Q&A

Making email campaigns

in a social world

ELLIOT ROSS, TAXI FOR EMAIL

@Kissmetrics

#Kisswebinar

@taxiforemail

Elliot is passionate about pushing email design to provide

the best experience possible for audiences.

He co-founded Taxi for Email, a platform that helps

marketers make awesome email campaigns. He

specializes in creative strategy, design and development

that works in the inbox.

ELLIOT ROSSCEO, Taxi for Email

@iamelliot

Jonathan Cabin is a Growth Analyst at Kissmetrics

focused on initiatives that create sustainable growth. His

background spans sales, project management and

marketing. In his free time you can find him surfing,

golfing and asking his boss for time off to travel.

JONATHAN CABINGrowth Analyst, Kissmetrics

@kissmetrics

@taxiforemail

#Kisswebinar

@iamelliot

Email is dead changing

• TaxiCreating great email that works in 2018

HERE’S WHAT WE’RE TALKING ABOUT

#Kisswebinar

Making email as easy as social

1

2

3

Making email campaigns in a social world

Email is dead!

Because of the millennials!

People(Journalists, mostly)

Email is dead!“

What they actually mean(still journalists)

*Some* of the things we previously used Email for,

can now be better done with things like Slack (for

some work conversations) and social media (for

some personal chat conversations) is dead! but

actually email is still the preferred channel for

activities like engaging with brands and cross

company work. Even for Millennials.

“

Wes GayForbes

New Study Finds

Millennials Are Actually

Obsessed With Email

“

Millennials overtake Baby

Boomers as America’s

largest generation

“

A note on “Millennials” tho

There are 83.5 million of them*,

so don’t treat them all the same 😡*In the USA

Email is dead changing

2007: Email was direct mail on a screen

Image: Unsplash

All the design cues came from Print

• Letter format

• Lots of text

• Batch & Blast

• Everyone opened email on one of these:

#Kisswebinar

2007

#Kisswebinar

2007

Everyone opened email at their desk.

2017: 54%

Opening on

Mobile(Litmus State of Email 2017)

Image: Unsplash

#Kisswebinar

2017

• Stronger tools:

Segmentation, Behaviour modelling, Personalisation

• Better strategy

• Better HTML capability

• People open email everywhere

Litmus State of Email 2017

People open email everywhere.

People open email everywhere.

The audience has

less attention.

Image: Unsplash

Creating great email that works in 2018

• Get your message across in 2 seconds

• Use typography principles

• Use engaging images (without only using images)

• Use Bullet points, subheadings, short sentences

• Use social techniques, not direct mail

1. Create content for

short attention spans

• Add extra content for people who have more time

• Consider the content hierarchy

2. Whilst also

considering longer

attention spans

• Tweets are 140 280 characters

• Instagram is a square photo + a sentence

• Snapchat is 8 seconds

#Kisswebinar

3. Take cues

from social

• Don’t worry about putting everything above the fold

• Instead, get their interest. They’ll scroll.

4. Embrace the

scroll

• Touch screen, make it easy to click/tap

• Don’t build everything as images

• Short, punchy subject lines

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5. Design for

mobile

• Build up trust from users

• Don’t break it

• Especially on Black Friday 👀

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6. Unsubscribe

= Unfollow

Making email like it’s 2018

AKA making email as easy as social

#Kisswebinar

taxiforemail.com/kissmetrics

We built a platform that helps

you make great email for 2018.

(and beyond)

#Kisswebinar

Take a trial or book a demo at taxiforemail.com/kissmetrics

JONATHAN CABINGrowth Analyst, Kissmetrics

@Kissmetrics

[email protected]

Questions?

ELLIOT ROSSCEO, Taxi for Email

@iamelliot

[email protected]