What I learned at the Litmus email design conference – #TEDC15
Litmus, the email marketing gurus, held their second London-based email design conference recently and I was lucky enough to attend. I was anticipating two days of email geekery, but even I could not have imagined how mind-blowingly awesome it was.
You may be surprised, but I sometimes get mocked for my love of email, particularly my obsession with fixing all the quirks that Outlook presents. Still, I am happy and proud to be a true email geek, and the Litmus conference was a real gathering of my tribe.
And, I have to say, you need to join us. Because almost every B2B marketing campaign involves email at some stage or other and, in the view of the collected front-line geeks, it’s rarely done well. If you want to get provable value from your email marketing, then you need to understand just how much is possible these days.
The most exciting thing I saw at the Litmus conference was the animation and interaction you can now build into email. It could be a simple bouncing arrow that changes colour if you hover over it, or a revolving image carousel. It all makes the email more engaging and enticing. Which means more impact and higher click-through rates.
Hacks were also high on the agenda. This doesn’t mean trying to bring down the banking system. It’s more about working out how to make emails look great in every client.
According to emailclientmarketshare.com (recommended reading for anyone involved in email marketing), email open rates on mobile devices have overtaken any desktop email client. The Apple iPhone is at 28%, with Outlook at only 9%.
Mobile clients can do so much more and the people using them are expecting to be wowed. Yes, there are restrictions when supporting Outlook, but it doesn’t mean you can’t use interactivity – just allow the design to gracefully fall back when it needs to, so that Outlook still looks good.
Litmus had guest speakers taking us through all aspects of email, including blog notifications, accessibility, how to use your data effectively, and keeping your audience engaged after sign up.
But, of course, those are not just the private obsessions of email geeks like me. They’re serious issues for anyone who is concerned about getting maximum value and ROI from their marketing spend.
It really pays to click through to your inner email geek.