Email at the Turning Point

My talk as part of e-Village's Inspiration Series in Utrecht, The Netherlands. Looks back at the history of email design before making a few predictions as to what we have to look forward to in its future.

Transcript

1. 1/69 EMAIL AT THE TURNING POINT Jason Rodriguez, Litmus @rodriguezcommaj
2. 2/69 JASON RODRIGUEZ Email Designer, Writer, and Community Manager at Litmus @rodriguezcommaj
3. 3/69 6 YEARS FREELANCE & AGENCY
4. 4/69 MODERN HTML EMAIL
5. 5/69 JOINED LITMUS IN 2013
6. 6/69 PROFESSIONAL EMAIL DESIGN
7. 7/69 ? WHAT DO WE ACTUALLY DO?
8. 8/69 DRIVE BUSINESS
9. 9/69 REPRESENT COMPANIES REINFORCE BRANDING DRIVE REVENUE
10. 10/69 WE DO IT WELL
11. 11/69 INFORM PEOPLE
12. 12/69 TRANSACTIONAL EMAILS MARKETING EMAILS NEWSLETTERS
13. 13/69 BUILD CONNECTIONS
14. 14/69 ? HOW DID WE GET HERE? AND WHERE ARE WE GOING?
15. 15/69 EARLY STAGES: THE DESKTOP DAYS
16. 16/69 FOCUS ON DESKTOP CLIENTS
17. 17/69 TWO MAJOR PROBLEMS
18. 18/69 TERRIBLE RENDERING
19. 19/69 LACK OF SUPPORT FOR CSS campaignmonitor.com/css
20. 20/69 INCREASE IN CLIENTS
21. 21/69 REACTIONARY TOOLS An early version of Litmus
22. 22/69 MIDDLE STAGES: THE MOBILE REVOLUTION
23. 23/69 APPLE iPHONE
24. 24/69 HOW BIG IS MOBILE?
25. 25/69 MOBILE GROWTH SINCE 2011
26. 26/69 +512% SINCE 2011
27. 27/69 FRAGMENTATION Android Screen Sizes iOS Screen Sizes
28. 28/69 TOOLS HAVE EVOLVED
29. 29/69 INCREASE IN MOBILE DESIGN SOLUTIONS
30. 30/69 MOBILE-AWARE
31. 31/69 FLUID LAYOUTS
32. 32/69 LATE STAGES: RESPONSIVE DESIGN
33. 33/69 ETHAN MARCOTTE & RESPONSIVE WEB DESIGN
34. 34/69 FLUID TABLES FLUID IMAGES MEDIA QUERIES
35. 35/69 ALLOWS FOR ULTIMATE CONTROL
36. 36/69 MEDIA QUERY SUPPORT stylecampaign.com/blog/2012/10/responsive-email-support/
37. 37/69 APPS & RENDERING ENGINES
38. 38/69 DESKTOP STYLES RETINA IMAGES INCREASED BANDWIDTH
39. 39/69
40. 40/69 COMPANIES HAVE SEEN GREAT RESULTS
41. 41/69 WHILE THE EVOLUTION OF EMAIL HAS HELPED US ACHIEVE BUSINESS GOALS…
42. 42/69 FEW OF US INNOVATE AND BUILD REAL CONNECTIONS WITH PEOPLE
43. 43/69 INSTEAD, WE’VE ALL BEEN DESIGNING DEFENSIVELY
44. 44/69 THIS IS THE TURNING POINT
45. 45/69 ? WHAT DOES THE FUTURE LOOK LIKE WHEN WE CAN STOP DESIGNING DEFENSIVELY?
46. 46/69 FOUR PREDICTIONS
47. 47/69 PREDICTION #1 EMAIL DESIGN WILL BECOME A SOLVED PROBLEM
48. 48/69 OPEN KNOWLEDGE
49. 49/69 NEW TOOLS
50. 50/69 PREDICTION #2 GMAIL WILL GET BETTER
51. 51/69 BETTER CSS SUPPORT, ACROSS PLATFORMS
52. 52/69 PREDICTION #3 WE WILL SEE AN INCREASED FOCUS ON CONTENT
53. 53/69 ADVANCED PERSONALIZATION USE OF CONTEXT BETTER CONTENT
54. 54/69 PREDICTION #4 THE RISE OF EMAIL EXPERIENCE DESIGNERS
55. 55/69
56. 56/69
57. 57/69
58. 58/69 EXPERIENCE DESIGNERS ARE COMMON ON THE WEB
59. 59/69 THINK OF THE POSSIBILITIES FOR EMAIL
60. 60/69 “ POSITIVE EMOTIONAL EXPERIENCES TRAIN USERS TO FALL IN LOVE WITH A PRODUCT OR SERVICE. AARRON WALTER, MAILCHIMP
61. 61/69 EMAIL IS A 1-TO-1 MEDIUM
62. 62/69 THE INBOX IS A DIRECT LINK TO A PERSON
63. 63/69 WE’LL FINALLY BE ABLE TO FOCUS ON CRAFTING AN EXPERIENCE FOR AN INDIVIDUAL
64. 64/69 THEIR SPECIFIC CONTEXT
65. 65/69 AND DELIGHTFUL INTERACTIONS
66. 66/69 WHEN WILL ALL OF THIS BE HAPPENING?
67. 67/69 WE’LL SEE GMAIL FIX MEDIA QUERY & CSS SUPPORT WITHIN THE NEXT YEAR
68. 68/69 WE’LL SEE A HUGE INCREASE IN SOPHISTICATED, RESPONSIVE CAMPAIGNS IN THE NEXT 1-2 YEARS
69. 69/69 IT’S ALL UP TO YOU
70. 70/69 DON’T BE AFRAID TO BREAK NEW GROUND
71. 71/69 STOP CHASING UNIVERSAL RENDERING (IT DOESN’T EXIST)
72. 72/69 START BUILDING EXPERIENCES THAT DRIVE REAL RELATIONSHIPS
73. 73/69 RESOURCES pages.litmus.com/lp/evillage
74. 74/69 PROFESSIONAL EMAIL DESIGN https://gum.co/professionalemaildesign/evillage