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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.

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RodriguezCommaJ

January 20, 2015
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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