SlideShare ist ein Scribd-Unternehmen logo
1 von 51
Downloaden Sie, um offline zu lesen
1
© Adobe, Inc.
The Email Circle of Life:
Secrets to Creating KillerEmails
GraceBrebner | November 2019
© Adobe, Inc.
Housekeeping
This webinar is being recorded!Slides and recordingwill be sent to youafter the
webinar.
Have a question? Usethe chat box and we’ll answer yourquestions after the
webinar.
Usethe “Ideas” module to share how youoptimize youremails
Takeour surveyto help us improveyour futurewebinar experience
Checkout additional resources to help improve yourMarketo skills
3© Adobe, Inc.
Introductions...
GRACE BREBNER
MCSA| MARKETOCHAMPION| FEARLESS50 | AKL MUG LEADER | APACMUG AMBASSADOR |
PRODUCT MANAGER– MARKETINGAUTOMATION&CRMAT thl
Hi! I’ve been a Marketouser for ~ 3years, and inthe Marketing Automation spherefor ~ 5years, workingboth
customer and partner side, with experience across fintech, healthcare, manufacturing,tourism and vehicle sales.
I’m a total geek andobsessive puzzle solver.
I’ll talk about anythingMarketo related ‘til the cows come home, but I’mparticularly passionate about lifecycle
management,process and governance,and campaign design best practice (from effective logic throughto email
development).
© Adobe, Inc.
The circle of life
THE CIRCLE
OF LIFE
© Adobe, Inc.
such
design
much email
so wow
such buttons
much alt text
so wow
such gifs
much load speed
© Adobe, Inc.
Why does email design actually matter?
Design is all about getting people to do what you want them to do...
© Adobe, Inc.
Let’s break it down.
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header &
sender details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header & sender
details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header & sender
details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header & sender
details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header & sender
details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header & sender
details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
© Adobe, Inc.
Let’s break it down.
1.Subject, pre-header & sender
details
2.Logo
3.Hero
4.Body Content
5.Call-to-Action
6.Footer
Some elements may appear in
an email in different ways, in
different orders - and sometimes
more than once.
In a well-designed email, each
one will be filling a purpose.
© Adobe, Inc.
Taking this into the real world
© Adobe, Inc.
Let’s break it down.
What is Allbirds’ objective with
this email?
© Adobe, Inc.
What’s good here...
• The hero: subtle gif grabs the reader’s attention
without distracting from the rest of the email.
• Generous padding: stops the email from feeling
stuffed or overwhelming
• Cohesive design: connecting the colour from
hero through the body content down to the button
pulls your eye toward the objective
• Strong contrast: makes the CTA stand out
• Bottom weighted: your eye gets dragged down
to the bottom, further drawing attention to the CTA
© Adobe, Inc.
What’s not so good here...
There’s ONE thing that Allbirds did with
this email that is BAD. And that could be
VERY EASILY corrected.
Any guesses?
The whole email is image
based.
No live text.
The design breakdown…
Doesn’t match the build
breakdown.
© Adobe, Inc.
Why does this make me sad?
• If images are turned off, or don’t load, there’s no
message to tell, and no visible CTA!
• The alt text does very little to convey meaning
• This makes the email inaccessible - users with
visual impairments, those utilizing screen readers will
get nothing out of it.
• It’s not a complicated design - it could have been built
with live text so easily!
© Adobe, Inc.
So… Key things to remember
• Be ruthless! Know what the email’s objective
is, cut anything that doesn’t serve it.
• Be creative. Maintaining brand consistency
matters, but predictability is boring.
• Look at the big picture. Modules might look
good alone but it's more important that they
look good together.
• Give your content room to breathe. Get
comfortable with negative space.
• Everything with purpose! If you’re switching
alignment, font, font size, font weight, colour…
do so for a reason, and in a logical, consistent
way.
© Adobe, Inc.
The circle of life
THE CIRCLE
OF LIFE
22© Adobe, Inc.
Email
development
© Adobe, Inc.
The first thing you need to know about email dev...
…is that it’s kinda complicated.
That’s it. That’s all I’ve got for you.
© Adobe, Inc.
Email dev ≠ web dev
Nope. Just nope.
Email is a whole other beast - people joke that
email code looks like it’s from the 90s; it kinda
has to be.
Where web developers have a handful of
possible renderings to test against…
Litmus estimates that email developers have
over 15,000.
If you want consistently great and truly
responsive emails, you have to be prepared
to invest in them.
© Adobe, Inc.
Custom email templates are your best friend
Marketo’s starter templates are just that - starters.
Your in-editor experience is critically dependent on your
email template. Go custom and you can…
• fully customise your look and feel;
• run most (if not all) your emails off a single master
template;
• utilise Marketo’s email syntax to make things work just
the way you want them to;
• Include My Tokens to maximise efficiency;
… and much, much more.
*just get your template dev’d with someone who knows
Marketo well.
© Adobe, Inc.
It’s hard to get total consistency between design & reality
Because of the MASSIVE range of HTML & CSS
support (or lack thereof) across email clients, this is
just really, really hard to achieve.
So, it’s really important that you…
• work with a designer who understands the
complexities of email; or
• ensure someone who does is heavily involved in
the design process.
This will save you LOTS of time and heartache.
© Adobe, Inc.
BUT… Progressive enhancement is a good thing!
If a feature isn’t supported for 20% of your database,
that doesn’t mean the remaining 80% shouldn’t be
allowed to have that feature either!
• Provide progressive enhancements for those who
can…
• ..and include graceful fallbacks for those who
can’t.
• It helps to know how email clients are
represented in your database, too
© Adobe, Inc.
The circle of life
THE CIRCLE
OF LIFE
29© Adobe, Inc.
© Adobe, Inc.
Your in-editor experience depends on Marketo’s Email Syntax.
All emails are built on the same fundamental baseline of HTML & CSS.
But most email editing tools have an additional, platform specific syntax - a series of features that
enable specific functionalities within the email editor.
Marketo’s email syntax is relatively simple, but very powerful when used effectively. It’s made up
of four key pieces:
• Elements (rich text, images, snippets, videos)
• Variables (like tokens - global or local, can be
string, list, number, colour, boolean, HTML block, or
image)
• Modules (drag and drop sections)
• Containers (hold modules)
© Adobe, Inc.
Modules make things easy!
With modules, you get the opportunity to provide
near infinite possibilities within a single template…
• Provide component-by-component breakdowns
(and variable padding) to allow users to piece
together hyper-customisable case-by-case
requirements....
• Or provide component clusters for easy drag and
drop of commonly used combos...
© Adobe, Inc.
Cool things you can do with variables...
• Keep your UTMs consistent with Global Variables - and
never populate them again with the help of tokens!
• Change the alignment of buttons, text, and whole
modules with drop down lists!
• Never go into the HTML to change your padding again,
with padding variables!
• Make a button easily customisable with colour variables!
© Adobe, Inc.
The key takeaways for this bit...
• If you’re having frustrations with the email editor, start with your email template.
• You don’t need to know how to code, but knowing what Marketo’s email syntax can enable will
help you develop requirements for an email template - and therefore GET a better template.
• If you use Marketo’s email syntax effectively, there’s a real chance you’ll never need more
than one email template to run every email you ever build.
© Adobe, Inc.
The circle of life
THE CIRCLE
OF LIFE
35© Adobe, Inc.
Everyone’s favourite bit…
TESTING!
36© Adobe, Inc.
Not all email clients will render an email in the same way. The mail server, the pre-processor and
the rendering engine all have a part to play in it…
• Depending on your email client
• Depending on your device
• Depending on your browser
• Depending on your app
The email may look pretty different - according to Litmus, that can mean upwards of 15,000 different
renderings.
You say toe-may-toe, I say toe-mah-toe
37© Adobe, Inc.
Testing your emails using a tool like Email on Acid or Litmus can help you identify problems with an
email, pinpoint the cause of the issue, and resolve them.
This is where testing comes in.
38© Adobe, Inc.
Tools like Email on Acid and Litmus can often help you
test more than just how your email renders across
different clients - often they can also help with...
Beyond rendering...
• Subject line best practice
• File size & load speed
• Image off previews
• Sender detail review
...and more. Basically, they’re there to help you
optimise every little detail in your email that could
impact your performance.
• Engagement and Client stats
• Spam testing
39© Adobe, Inc.
If you’re not testing at the moment, bringing it into your
routine can add extra time and extra cost… so how do you
justify it, and why should you care?
Why should you care?
• Sending broken emails can impact brand perception.
• Identifying & fixing problems in testing can help improve
both your deliverability and engagement.
• Regular testing helps you keep tabs on a constantly
evolving field - allowing you to make minor course
corrections before small issues become big ones.
• Testing helps you catch issues before they impact
leads / customers.
TL;DR: testing helps amplify everything good about email,
and avoid some of the things that aren’t always so good
about it. Investment in this area will pay off in SPADES.
© Adobe, Inc.
The circle of life
THE CIRCLE
OF LIFE
41© Adobe, Inc.
Analytics
yaaaaaaaaaaaaaaaaaay.
© Adobe, Inc.
Why does it matter?
• Constant improvement: if you’re not using past
performance data to influence future campaign decisions,
you’re rolling just rolling the dice every time - you could get a
nat 20, or a nat 1.
• Business results: if you’re not tying Marketo’s impact back
to business results, it’s hard to fight for budget or speak to
business needs confidently (or… at least accurately).
43© Adobe, Inc.
It’s easy to get a bit of analysis paralysis when it
comes to this part, and end up skipping this part
of the circle of life entirely. Start small -
something is better than nothing.
Some basic things you can easily do...
The first step here is….
• Include basic reports in all of your programs by
default - put them in your program templates.
• Add Program Statuses to your Program
Performance report in settings
• Set up report subscriptions to get them to your
inbox on the regular
• Tokenise your UTMs, and UTM everything.
© Adobe, Inc.
Basic reports you should be using in Marketo...
• Program performance reports
• Email performance reports
• Email link performance reports
© Adobe, Inc.
Some easy mistakes to avoid...
• Never A/B testing anything.
• Forgetting about statistical significance.
• Leaving UTM tracking off your emails / only adding on some links.
• Inflating your CTR reporting by including unsubscribe link clicks.
• Setting and forgetting trigger based / always-on campaigns.
• Doing everything from scratch.
• Manualation over automation.
© Adobe, Inc.
The circle of life
THE CIRCLE
OF LIFE
© Adobe, Inc.
Want to know more?
Some extra reading for you...
• 5 Email Myths You Need to Dispel
• The Ultimate Go-Live Checklist
• Really Good Emails
• Litmus & Email on Acid
• DemandLab’s guide to image compression
© Adobe, Inc.
Want to know more?
Join us at our next Marketo User Group!
• Tuesday December 3rd
• https://engage.marketo.com/UserGroupSign
Up.html
Subscribe to our YouTube channel!
• Josh Pickles & I (Auckland MUG
Leaders) upload videos talking about
Marketo related stuff, plus share
recordings from MUG.
• The Automation Geeks
© Adobe, Inc.
Thank You
© Adobe, Inc.
Q&A
© Adobe, Inc.

Weitere ähnliche Inhalte

Was ist angesagt?

How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthMarketo
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo
 
The CMO: Then and Now
The CMO: Then and NowThe CMO: Then and Now
The CMO: Then and NowMarketo
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
 
From In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event StrategyFrom In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event StrategyMarketo
 
3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AIMarketo
 
Unlock the Power of Video
Unlock the Power of VideoUnlock the Power of Video
Unlock the Power of VideoMarketo
 
Video Marketing with Marketo Engage
Video Marketing with Marketo EngageVideo Marketing with Marketo Engage
Video Marketing with Marketo EngageMarketo
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021Marketo
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at AdobeMarketo
 
5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven MarketingMarketo
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo
 
Create Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational MarketingCreate Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational MarketingMarketo
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
 

Was ist angesagt? (20)

How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel GrowthHow Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth
 
NYC HUG Q4 - 2019 Marketing and Sales Planning
NYC HUG Q4 - 2019 Marketing and Sales PlanningNYC HUG Q4 - 2019 Marketing and Sales Planning
NYC HUG Q4 - 2019 Marketing and Sales Planning
 
Customer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM StrategyCustomer-First: Embedding Experience Design in Your GTM Strategy
Customer-First: Embedding Experience Design in Your GTM Strategy
 
Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020Marketo Engage Innovationen in 2020
Marketo Engage Innovationen in 2020
 
The CMO: Then and Now
The CMO: Then and NowThe CMO: Then and Now
The CMO: Then and Now
 
Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021Demand Generation New Year Planning Session: How to Stand Out in 2021
Demand Generation New Year Planning Session: How to Stand Out in 2021
 
From In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event StrategyFrom In-Person to Digital: Tips for Shifting Your Event Strategy
From In-Person to Digital: Tips for Shifting Your Event Strategy
 
3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI3 Strategies That Kick-Start your ABM using AI
3 Strategies That Kick-Start your ABM using AI
 
Unlock the Power of Video
Unlock the Power of VideoUnlock the Power of Video
Unlock the Power of Video
 
Video Marketing with Marketo Engage
Video Marketing with Marketo EngageVideo Marketing with Marketo Engage
Video Marketing with Marketo Engage
 
Guide to Building a Successful Re-engagement Campaign
Guide to Building a Successful Re-engagement CampaignGuide to Building a Successful Re-engagement Campaign
Guide to Building a Successful Re-engagement Campaign
 
How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021How to Bring Sales and Marketing Together in 2021
How to Bring Sales and Marketing Together in 2021
 
Marketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash CowMarketing Attribution: The Journey from Cost Center to Cash Cow
Marketing Attribution: The Journey from Cost Center to Cash Cow
 
Future Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That ScalesFuture Proof: How to Create a Lead Scoring Model That Scales
Future Proof: How to Create a Lead Scoring Model That Scales
 
Marketing Automation at Adobe
Marketing Automation at AdobeMarketing Automation at Adobe
Marketing Automation at Adobe
 
5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing5 Strategies to Supercharge Your Data-Driven Marketing
5 Strategies to Supercharge Your Data-Driven Marketing
 
Marketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release PresentationMarketo Engage January 2021 Product Release Presentation
Marketo Engage January 2021 Product Release Presentation
 
Create Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational MarketingCreate Incredible Customer Experiences Using Conversational Marketing
Create Incredible Customer Experiences Using Conversational Marketing
 
The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021The New Age of Marketing: Predicting, Planning and Prepping for 2021
The New Age of Marketing: Predicting, Planning and Prepping for 2021
 
NYC HUG 2019: HubSpot Sales Hub Overview
NYC HUG 2019: HubSpot Sales Hub OverviewNYC HUG 2019: HubSpot Sales Hub Overview
NYC HUG 2019: HubSpot Sales Hub Overview
 

Ähnlich wie The Email Circle of Life

Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...Iryna Zhuravel
 
What Brands Are Doing About Gmail Tabs
What Brands Are Doing About Gmail TabsWhat Brands Are Doing About Gmail Tabs
What Brands Are Doing About Gmail TabsTrendline Interactive
 
Elliot Ross – How do you make awesome email in 2019?
Elliot Ross – How do you make awesome email in 2019?Elliot Ross – How do you make awesome email in 2019?
Elliot Ross – How do you make awesome email in 2019?Emailing 2020
 
Creating an email marketing campaign
Creating an email marketing campaignCreating an email marketing campaign
Creating an email marketing campaignAneenaBinoy2
 
May MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18thMay MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18thAdele Miller
 
Get response increase-your-emails-impact
Get response increase-your-emails-impactGet response increase-your-emails-impact
Get response increase-your-emails-impactbakor Balla
 
Responsive email design: 3 how-to steps
Responsive email design: 3 how-to stepsResponsive email design: 3 how-to steps
Responsive email design: 3 how-to stepsCatalyst
 
Introduction to GluonCV
Introduction to GluonCVIntroduction to GluonCV
Introduction to GluonCVApache MXNet
 
London MUG | May MarTech Madness
London MUG | May MarTech MadnessLondon MUG | May MarTech Madness
London MUG | May MarTech MadnessEmilyPoulton2
 
Samples - web design, blog posts, and infographics
Samples - web design, blog posts, and infographicsSamples - web design, blog posts, and infographics
Samples - web design, blog posts, and infographicsErik Boman
 
Form Function Class 6, Manila, Philippines 14/11/2015
Form Function Class 6, Manila, Philippines 14/11/2015Form Function Class 6, Manila, Philippines 14/11/2015
Form Function Class 6, Manila, Philippines 14/11/2015Holger Bartel
 
Pay pal email guidelines 7 27-is
Pay pal email guidelines 7 27-isPay pal email guidelines 7 27-is
Pay pal email guidelines 7 27-isAudra Williams
 
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Online Marketing Summit
 
Technology & Communication
Technology & CommunicationTechnology & Communication
Technology & CommunicationAllison Johnson
 
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Online Marketing Summit
 
Design for Your Subscribers
Design for Your SubscribersDesign for Your Subscribers
Design for Your Subscribersmeladorri
 

Ähnlich wie The Email Circle of Life (20)

Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...
 
What Brands Are Doing About Gmail Tabs
What Brands Are Doing About Gmail TabsWhat Brands Are Doing About Gmail Tabs
What Brands Are Doing About Gmail Tabs
 
Elliot Ross – How do you make awesome email in 2019?
Elliot Ross – How do you make awesome email in 2019?Elliot Ross – How do you make awesome email in 2019?
Elliot Ross – How do you make awesome email in 2019?
 
Creating an email marketing campaign
Creating an email marketing campaignCreating an email marketing campaign
Creating an email marketing campaign
 
Email design guide
Email design guideEmail design guide
Email design guide
 
May MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18thMay MarTech Madness - London MUG May 18th
May MarTech Madness - London MUG May 18th
 
Get response increase-your-emails-impact
Get response increase-your-emails-impactGet response increase-your-emails-impact
Get response increase-your-emails-impact
 
Responsive email design: 3 how-to steps
Responsive email design: 3 how-to stepsResponsive email design: 3 how-to steps
Responsive email design: 3 how-to steps
 
Introduction to GluonCV
Introduction to GluonCVIntroduction to GluonCV
Introduction to GluonCV
 
London MUG | May MarTech Madness
London MUG | May MarTech MadnessLondon MUG | May MarTech Madness
London MUG | May MarTech Madness
 
Samples - web design, blog posts, and infographics
Samples - web design, blog posts, and infographicsSamples - web design, blog posts, and infographics
Samples - web design, blog posts, and infographics
 
Form Function Class 6, Manila, Philippines 14/11/2015
Form Function Class 6, Manila, Philippines 14/11/2015Form Function Class 6, Manila, Philippines 14/11/2015
Form Function Class 6, Manila, Philippines 14/11/2015
 
Pay pal email guidelines 7 27-is
Pay pal email guidelines 7 27-isPay pal email guidelines 7 27-is
Pay pal email guidelines 7 27-is
 
Email Marketing (2) (1)
Email Marketing (2) (1)Email Marketing (2) (1)
Email Marketing (2) (1)
 
Email maeketing
Email maeketingEmail maeketing
Email maeketing
 
Creative Guidelines
Creative GuidelinesCreative Guidelines
Creative Guidelines
 
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
 
Technology & Communication
Technology & CommunicationTechnology & Communication
Technology & Communication
 
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...
 
Design for Your Subscribers
Design for Your SubscribersDesign for Your Subscribers
Design for Your Subscribers
 

Mehr von Marketo

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesMarketo
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationMarketo
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Marketo
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021Marketo
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageMarketo
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notMarketo
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is CreativeMarketo
 
El sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaEl sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaMarketo
 
Ask Marketo Anything about Lead Management
Ask Marketo Anything about Lead ManagementAsk Marketo Anything about Lead Management
Ask Marketo Anything about Lead ManagementMarketo
 
Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Marketo
 

Mehr von Marketo (17)

Adobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slidesAdobe marketo engage august 2021 release presentation slides
Adobe marketo engage august 2021 release presentation slides
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Adobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release PresentationAdobe Marketo Engage Q2 2021 Release Presentation
Adobe Marketo Engage Q2 2021 Release Presentation
 
Industry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams TogetherIndustry Success: Bring Your Content and Demand Generation Teams Together
Industry Success: Bring Your Content and Demand Generation Teams Together
 
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionProve Your Marketing Impact: The Fundamentals of Marketing Attribution
Prove Your Marketing Impact: The Fundamentals of Marketing Attribution
 
Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021Prove and Improve Your Marketing Impact in 2021
Prove and Improve Your Marketing Impact in 2021
 
What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021What's in Store for Marketing Operations in 2021
What's in Store for Marketing Operations in 2021
 
Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021Field Marketing in the New Year: Preparing and Planning Events in 2021
Field Marketing in the New Year: Preparing and Planning Events in 2021
 
Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Scroll-Stopping Digital Ads: Planning for Success in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021
 
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketing Through the Funnel: Tips for Small Yet Powerful Teams
Marketing Through the Funnel: Tips for Small Yet Powerful Teams
 
The Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo EngageThe Total Economic Impact of Marketo Engage
The Total Economic Impact of Marketo Engage
 
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
 
How you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or notHow you scale your marketing smarter - Pandemic or not
How you scale your marketing smarter - Pandemic or not
 
The Future of Marketing is Creative
The Future of Marketing is CreativeThe Future of Marketing is Creative
The Future of Marketing is Creative
 
El sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funcionaEl sector educativo y el Marketing Automation: por qué funciona
El sector educativo y el Marketing Automation: por qué funciona
 
Ask Marketo Anything about Lead Management
Ask Marketo Anything about Lead ManagementAsk Marketo Anything about Lead Management
Ask Marketo Anything about Lead Management
 
Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?Les différents modèles d'attribution : lequel choisir ?
Les différents modèles d'attribution : lequel choisir ?
 

Kürzlich hochgeladen

The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 

Kürzlich hochgeladen (20)

The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 

The Email Circle of Life

  • 1. 1 © Adobe, Inc. The Email Circle of Life: Secrets to Creating KillerEmails GraceBrebner | November 2019
  • 2. © Adobe, Inc. Housekeeping This webinar is being recorded!Slides and recordingwill be sent to youafter the webinar. Have a question? Usethe chat box and we’ll answer yourquestions after the webinar. Usethe “Ideas” module to share how youoptimize youremails Takeour surveyto help us improveyour futurewebinar experience Checkout additional resources to help improve yourMarketo skills
  • 3. 3© Adobe, Inc. Introductions... GRACE BREBNER MCSA| MARKETOCHAMPION| FEARLESS50 | AKL MUG LEADER | APACMUG AMBASSADOR | PRODUCT MANAGER– MARKETINGAUTOMATION&CRMAT thl Hi! I’ve been a Marketouser for ~ 3years, and inthe Marketing Automation spherefor ~ 5years, workingboth customer and partner side, with experience across fintech, healthcare, manufacturing,tourism and vehicle sales. I’m a total geek andobsessive puzzle solver. I’ll talk about anythingMarketo related ‘til the cows come home, but I’mparticularly passionate about lifecycle management,process and governance,and campaign design best practice (from effective logic throughto email development).
  • 4. © Adobe, Inc. The circle of life THE CIRCLE OF LIFE
  • 5. © Adobe, Inc. such design much email so wow such buttons much alt text so wow such gifs much load speed
  • 6. © Adobe, Inc. Why does email design actually matter? Design is all about getting people to do what you want them to do...
  • 7. © Adobe, Inc. Let’s break it down.
  • 8. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer
  • 9. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer
  • 10. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer
  • 11. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer
  • 12. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer
  • 13. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer
  • 14. © Adobe, Inc. Let’s break it down. 1.Subject, pre-header & sender details 2.Logo 3.Hero 4.Body Content 5.Call-to-Action 6.Footer Some elements may appear in an email in different ways, in different orders - and sometimes more than once. In a well-designed email, each one will be filling a purpose.
  • 15. © Adobe, Inc. Taking this into the real world
  • 16. © Adobe, Inc. Let’s break it down. What is Allbirds’ objective with this email?
  • 17. © Adobe, Inc. What’s good here... • The hero: subtle gif grabs the reader’s attention without distracting from the rest of the email. • Generous padding: stops the email from feeling stuffed or overwhelming • Cohesive design: connecting the colour from hero through the body content down to the button pulls your eye toward the objective • Strong contrast: makes the CTA stand out • Bottom weighted: your eye gets dragged down to the bottom, further drawing attention to the CTA
  • 18. © Adobe, Inc. What’s not so good here... There’s ONE thing that Allbirds did with this email that is BAD. And that could be VERY EASILY corrected. Any guesses? The whole email is image based. No live text. The design breakdown… Doesn’t match the build breakdown.
  • 19. © Adobe, Inc. Why does this make me sad? • If images are turned off, or don’t load, there’s no message to tell, and no visible CTA! • The alt text does very little to convey meaning • This makes the email inaccessible - users with visual impairments, those utilizing screen readers will get nothing out of it. • It’s not a complicated design - it could have been built with live text so easily!
  • 20. © Adobe, Inc. So… Key things to remember • Be ruthless! Know what the email’s objective is, cut anything that doesn’t serve it. • Be creative. Maintaining brand consistency matters, but predictability is boring. • Look at the big picture. Modules might look good alone but it's more important that they look good together. • Give your content room to breathe. Get comfortable with negative space. • Everything with purpose! If you’re switching alignment, font, font size, font weight, colour… do so for a reason, and in a logical, consistent way.
  • 21. © Adobe, Inc. The circle of life THE CIRCLE OF LIFE
  • 23. © Adobe, Inc. The first thing you need to know about email dev... …is that it’s kinda complicated. That’s it. That’s all I’ve got for you.
  • 24. © Adobe, Inc. Email dev ≠ web dev Nope. Just nope. Email is a whole other beast - people joke that email code looks like it’s from the 90s; it kinda has to be. Where web developers have a handful of possible renderings to test against… Litmus estimates that email developers have over 15,000. If you want consistently great and truly responsive emails, you have to be prepared to invest in them.
  • 25. © Adobe, Inc. Custom email templates are your best friend Marketo’s starter templates are just that - starters. Your in-editor experience is critically dependent on your email template. Go custom and you can… • fully customise your look and feel; • run most (if not all) your emails off a single master template; • utilise Marketo’s email syntax to make things work just the way you want them to; • Include My Tokens to maximise efficiency; … and much, much more. *just get your template dev’d with someone who knows Marketo well.
  • 26. © Adobe, Inc. It’s hard to get total consistency between design & reality Because of the MASSIVE range of HTML & CSS support (or lack thereof) across email clients, this is just really, really hard to achieve. So, it’s really important that you… • work with a designer who understands the complexities of email; or • ensure someone who does is heavily involved in the design process. This will save you LOTS of time and heartache.
  • 27. © Adobe, Inc. BUT… Progressive enhancement is a good thing! If a feature isn’t supported for 20% of your database, that doesn’t mean the remaining 80% shouldn’t be allowed to have that feature either! • Provide progressive enhancements for those who can… • ..and include graceful fallbacks for those who can’t. • It helps to know how email clients are represented in your database, too
  • 28. © Adobe, Inc. The circle of life THE CIRCLE OF LIFE
  • 30. © Adobe, Inc. Your in-editor experience depends on Marketo’s Email Syntax. All emails are built on the same fundamental baseline of HTML & CSS. But most email editing tools have an additional, platform specific syntax - a series of features that enable specific functionalities within the email editor. Marketo’s email syntax is relatively simple, but very powerful when used effectively. It’s made up of four key pieces: • Elements (rich text, images, snippets, videos) • Variables (like tokens - global or local, can be string, list, number, colour, boolean, HTML block, or image) • Modules (drag and drop sections) • Containers (hold modules)
  • 31. © Adobe, Inc. Modules make things easy! With modules, you get the opportunity to provide near infinite possibilities within a single template… • Provide component-by-component breakdowns (and variable padding) to allow users to piece together hyper-customisable case-by-case requirements.... • Or provide component clusters for easy drag and drop of commonly used combos...
  • 32. © Adobe, Inc. Cool things you can do with variables... • Keep your UTMs consistent with Global Variables - and never populate them again with the help of tokens! • Change the alignment of buttons, text, and whole modules with drop down lists! • Never go into the HTML to change your padding again, with padding variables! • Make a button easily customisable with colour variables!
  • 33. © Adobe, Inc. The key takeaways for this bit... • If you’re having frustrations with the email editor, start with your email template. • You don’t need to know how to code, but knowing what Marketo’s email syntax can enable will help you develop requirements for an email template - and therefore GET a better template. • If you use Marketo’s email syntax effectively, there’s a real chance you’ll never need more than one email template to run every email you ever build.
  • 34. © Adobe, Inc. The circle of life THE CIRCLE OF LIFE
  • 35. 35© Adobe, Inc. Everyone’s favourite bit… TESTING!
  • 36. 36© Adobe, Inc. Not all email clients will render an email in the same way. The mail server, the pre-processor and the rendering engine all have a part to play in it… • Depending on your email client • Depending on your device • Depending on your browser • Depending on your app The email may look pretty different - according to Litmus, that can mean upwards of 15,000 different renderings. You say toe-may-toe, I say toe-mah-toe
  • 37. 37© Adobe, Inc. Testing your emails using a tool like Email on Acid or Litmus can help you identify problems with an email, pinpoint the cause of the issue, and resolve them. This is where testing comes in.
  • 38. 38© Adobe, Inc. Tools like Email on Acid and Litmus can often help you test more than just how your email renders across different clients - often they can also help with... Beyond rendering... • Subject line best practice • File size & load speed • Image off previews • Sender detail review ...and more. Basically, they’re there to help you optimise every little detail in your email that could impact your performance. • Engagement and Client stats • Spam testing
  • 39. 39© Adobe, Inc. If you’re not testing at the moment, bringing it into your routine can add extra time and extra cost… so how do you justify it, and why should you care? Why should you care? • Sending broken emails can impact brand perception. • Identifying & fixing problems in testing can help improve both your deliverability and engagement. • Regular testing helps you keep tabs on a constantly evolving field - allowing you to make minor course corrections before small issues become big ones. • Testing helps you catch issues before they impact leads / customers. TL;DR: testing helps amplify everything good about email, and avoid some of the things that aren’t always so good about it. Investment in this area will pay off in SPADES.
  • 40. © Adobe, Inc. The circle of life THE CIRCLE OF LIFE
  • 42. © Adobe, Inc. Why does it matter? • Constant improvement: if you’re not using past performance data to influence future campaign decisions, you’re rolling just rolling the dice every time - you could get a nat 20, or a nat 1. • Business results: if you’re not tying Marketo’s impact back to business results, it’s hard to fight for budget or speak to business needs confidently (or… at least accurately).
  • 43. 43© Adobe, Inc. It’s easy to get a bit of analysis paralysis when it comes to this part, and end up skipping this part of the circle of life entirely. Start small - something is better than nothing. Some basic things you can easily do... The first step here is…. • Include basic reports in all of your programs by default - put them in your program templates. • Add Program Statuses to your Program Performance report in settings • Set up report subscriptions to get them to your inbox on the regular • Tokenise your UTMs, and UTM everything.
  • 44. © Adobe, Inc. Basic reports you should be using in Marketo... • Program performance reports • Email performance reports • Email link performance reports
  • 45. © Adobe, Inc. Some easy mistakes to avoid... • Never A/B testing anything. • Forgetting about statistical significance. • Leaving UTM tracking off your emails / only adding on some links. • Inflating your CTR reporting by including unsubscribe link clicks. • Setting and forgetting trigger based / always-on campaigns. • Doing everything from scratch. • Manualation over automation.
  • 46. © Adobe, Inc. The circle of life THE CIRCLE OF LIFE
  • 47. © Adobe, Inc. Want to know more? Some extra reading for you... • 5 Email Myths You Need to Dispel • The Ultimate Go-Live Checklist • Really Good Emails • Litmus & Email on Acid • DemandLab’s guide to image compression
  • 48. © Adobe, Inc. Want to know more? Join us at our next Marketo User Group! • Tuesday December 3rd • https://engage.marketo.com/UserGroupSign Up.html Subscribe to our YouTube channel! • Josh Pickles & I (Auckland MUG Leaders) upload videos talking about Marketo related stuff, plus share recordings from MUG. • The Automation Geeks