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How to Avoid Broken Links, Broken Layouts, and Unhappy Subscribers

How to Avoid Broken Links, Broken Layouts, and Unhappy Subscribers

My talk for Digital Marketing Day 2015, going over the usual stuff - the importance of email, what can break, and how to avoid it all.

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RodriguezCommaJ

March 12, 2015
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Transcript

  1. How to Avoid Broken Links, Broken Layouts and Unhappy Subscribers

  2. tl;dr TEST ALL THE THINGS!

  3. #DMDay15 Jason Rodriguez Community Manager, Litmus @rodriguezcommaj

  4. #DMDay15 EMAIL IS DEAD

  5. #DMDay15 2.4 Billion email users in 2013

  6. #DMDay15 182 Billion emails sent per day

  7. #DMDay15 ROI by Channel EMAIL $44.25 SEARCH $22.24 DISPLAY $19.72

    SOCIAL $12.90 CATALOG $7.30
  8. What needs testing?

  9. #DMDay15 WHAT MOST PEOPLE FEAR

  10. #DMDay15 WHAT EMAIL MARKETERS FEAR

  11. #DMDay15

  12. #DMDay15 TOP 10 EMAIL CLIENTS #1 Apple iPhone #2 Gmail

    #3 Apple iPad #4 Outlook #5 Apple Mail #6 Google Android #7 Outlook.com #8 Yahoo! Mail #9 Windows Live Mail #10 AOL Mail emailclientmarketshare.com
  13. #DMDay15 Rendering Engines

  14. Common Rendering Issues

  15. Broken Layouts

  16. #DMDay15

  17. #DMDay15 The Usual Suspects Desktop Lotus Notes Outlook 2007-2013 Gmail

    Mobile Gmail App Android Clients Windows Phone
  18. #DMDay15 The Fix: Use modular, table-based designs Ask questions on

    litmus.com/community Test constantly
  19. Missing Images

  20. #DMDay15

  21. #DMDay15 43% of Gmail users have images disabled

  22. #DMDay15 The Fix: Use absolute paths for images Use ALT

    text Have some fun
  23. #DMDay15

  24. #DMDay15

  25. Blue Links

  26. #DMDay15 Blue Links and Design

  27. #DMDay15 Blue Links and Usability

  28. #DMDay15 The Fix: Wrap text in a class and override

    with CSS <span  class="apple-­‐footer”>123  Main  St.  Anywhere,  MA  01234</span>       .apple-­‐footer  a  {  color:  #333333;  text-­‐decoration:  none;  }  
  29. Functionality

  30. Broken Links

  31. #DMDay15 Ever type one of these? goole.com faceboook.com twitter.om

  32. #DMDay15 Imagine sending those links to 2 million subscribers…

  33. #DMDay15 The Fix: Always check your links Use automated link

    checks
  34. Manual Link Checking = Lots of Clicking

  35. Link Validation = Lots of Saved Time

  36. Color Blindness & Contrast

  37. #DMDay15 5% of the population is color blind

  38. #DMDay15 campaignmonitor.com/blog/post/4267/color-blindness-accessibility-and-the-vision-impaired-in-email-design

  39. #DMDay15 vs.

  40. #DMDay15 The Fix: Check for contrast & color blindness Tools

    Color Oracle (Mac & PC) Color Contrast Check (Web) Colorblind Web Page Filter (Web)
  41. So how do we avoid all of these problems?

  42. Make Email Testing a Part of Every Campaign

  43. New Content Can Affect Even the Best Templates

  44. Email Clients are in a State of Constant Change (and

    they never tell us about it)
  45. It’s Dangerous to Go Alone

  46. Try Litmus Free Visit litmus.com/giftcard and use coupon code DMDay15