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Email at the Turning Point

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.

RodriguezCommaJ

January 20, 2015
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  1. 1/69
    EMAIL AT THE TURNING POINT
    Jason Rodriguez, Litmus
    @rodriguezcommaj

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  2. 2/69
    JASON RODRIGUEZ
    Email Designer, Writer, and
    Community Manager at Litmus
    @rodriguezcommaj

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  3. 3/69
    6 YEARS FREELANCE & AGENCY

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  4. 4/69
    MODERN HTML EMAIL

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  5. 5/69
    JOINED LITMUS IN 2013

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  6. 6/69
    PROFESSIONAL EMAIL DESIGN

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  7. 7/69
    ?
    WHAT DO WE ACTUALLY DO?

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  8. 8/69
    DRIVE BUSINESS

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  9. 9/69
    REPRESENT COMPANIES
    REINFORCE BRANDING
    DRIVE REVENUE

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  10. 10/69
    WE DO IT WELL

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  11. 11/69
    INFORM PEOPLE

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  12. 12/69
    TRANSACTIONAL EMAILS
    MARKETING EMAILS
    NEWSLETTERS

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  13. 13/69
    BUILD CONNECTIONS

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  14. 14/69
    ?
    HOW DID WE GET HERE?
    AND WHERE ARE WE GOING?

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  15. 15/69
    EARLY STAGES:
    THE DESKTOP DAYS

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  16. 16/69
    FOCUS ON DESKTOP CLIENTS

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  17. 17/69
    TWO MAJOR PROBLEMS

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  18. 18/69
    TERRIBLE RENDERING

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  19. 19/69
    LACK OF SUPPORT FOR CSS
    campaignmonitor.com/css

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  20. 20/69
    INCREASE IN CLIENTS

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  21. 21/69
    REACTIONARY TOOLS
    An early version
    of Litmus

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  22. 22/69
    MIDDLE STAGES:
    THE MOBILE REVOLUTION

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  23. 23/69
    APPLE iPHONE

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  24. 24/69
    HOW BIG IS MOBILE?

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  25. 25/69
    MOBILE GROWTH SINCE 2011

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  26. 26/69
    +512%
    SINCE 2011

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  27. 27/69
    FRAGMENTATION
    Android Screen Sizes iOS Screen Sizes

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  28. 28/69
    TOOLS HAVE EVOLVED

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  29. 29/69
    INCREASE IN
    MOBILE DESIGN SOLUTIONS

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  30. 30/69
    MOBILE-AWARE

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  31. 31/69
    FLUID LAYOUTS

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  32. 32/69
    LATE STAGES:
    RESPONSIVE DESIGN

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  33. 33/69
    ETHAN MARCOTTE &
    RESPONSIVE WEB DESIGN

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  34. 34/69
    FLUID TABLES
    FLUID IMAGES
    MEDIA QUERIES

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  35. 35/69
    ALLOWS FOR ULTIMATE CONTROL

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  36. 36/69
    MEDIA QUERY SUPPORT
    stylecampaign.com/blog/2012/10/responsive-email-support/

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  37. 37/69
    APPS & RENDERING ENGINES

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  38. 38/69
    DESKTOP STYLES
    RETINA IMAGES
    INCREASED BANDWIDTH

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  39. 40/69
    COMPANIES HAVE SEEN GREAT RESULTS

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  40. 41/69
    WHILE THE EVOLUTION OF EMAIL HAS HELPED
    US ACHIEVE BUSINESS GOALS…

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  41. 42/69
    FEW OF US INNOVATE AND BUILD REAL
    CONNECTIONS WITH PEOPLE

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  42. 43/69
    INSTEAD, WE’VE ALL BEEN DESIGNING DEFENSIVELY

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  43. 44/69
    THIS IS THE TURNING POINT

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  44. 45/69
    ?
    WHAT DOES THE FUTURE LOOK LIKE WHEN WE CAN STOP
    DESIGNING DEFENSIVELY?

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  45. 46/69
    FOUR PREDICTIONS

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  46. 47/69
    PREDICTION #1
    EMAIL DESIGN WILL BECOME A SOLVED PROBLEM

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  47. 48/69
    OPEN KNOWLEDGE

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  48. 49/69
    NEW TOOLS

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  49. 50/69
    PREDICTION #2
    GMAIL WILL GET BETTER

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  50. 51/69
    BETTER CSS SUPPORT, ACROSS PLATFORMS

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  51. 52/69
    PREDICTION #3
    WE WILL SEE AN INCREASED FOCUS ON CONTENT

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  52. 53/69
    ADVANCED PERSONALIZATION
    USE OF CONTEXT
    BETTER CONTENT

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  53. 54/69
    PREDICTION #4
    THE RISE OF EMAIL EXPERIENCE DESIGNERS

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  54. 58/69
    EXPERIENCE DESIGNERS
    ARE COMMON ON THE WEB

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  55. 59/69
    THINK OF THE POSSIBILITIES FOR EMAIL

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  56. 60/69

    POSITIVE EMOTIONAL EXPERIENCES TRAIN USERS TO FALL
    IN LOVE WITH A PRODUCT OR SERVICE.
    AARRON WALTER, MAILCHIMP

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  57. 61/69
    EMAIL IS A
    1-TO-1
    MEDIUM

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  58. 62/69
    THE INBOX IS A DIRECT LINK TO A PERSON

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  59. 63/69
    WE’LL FINALLY BE ABLE TO FOCUS ON
    CRAFTING AN EXPERIENCE FOR AN
    INDIVIDUAL

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  60. 64/69
    THEIR SPECIFIC CONTEXT

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  61. 65/69
    AND DELIGHTFUL INTERACTIONS

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  62. 66/69
    WHEN WILL ALL OF THIS
    BE HAPPENING?

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  63. 67/69
    WE’LL SEE GMAIL FIX MEDIA QUERY & CSS SUPPORT
    WITHIN THE NEXT YEAR

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  64. 68/69
    WE’LL SEE A HUGE INCREASE IN SOPHISTICATED,
    RESPONSIVE CAMPAIGNS IN THE NEXT 1-2 YEARS

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  65. 69/69
    IT’S ALL UP TO YOU

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  66. 70/69
    DON’T BE AFRAID TO BREAK NEW GROUND

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  67. 71/69
    STOP CHASING UNIVERSAL RENDERING
    (IT DOESN’T EXIST)

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  68. 72/69
    START BUILDING EXPERIENCES
    THAT DRIVE REAL RELATIONSHIPS

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  69. 73/69
    RESOURCES
    pages.litmus.com/lp/evillage

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  70. 74/69
    PROFESSIONAL
    EMAIL DESIGN
    https://gum.co/professionalemaildesign/evillage

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