Scrap what doesn't work
It's easy to forget our audience are human not just "segments" ! Getting the tone right is hard, especially when you're sending to thousands of subscribers. Even in an office of 30 people, the range of personalities you have is insane, and what we engage with will differ drastically. Kait Creamer from Scaled Agile mentioned in her talk that reading the room is hard in email, "how can we communicate with people who do not speak your language?". A common theme across a few of the talks from Litmus was to be more forgiving of ourselves. No one gets things right first time, every time. No one. I think we can all relate to this.
Don't just do something because its always been that way
Our phones are essentially our inbox (Elliot Ross, Taxi for Email). And as customers, we are bombarded with notifications containing information which can be overwhelming. As much as we love the flashy gifs, a trend we are likely to see is customers searching for simplicity (Lily Worth, Litmus). In turn with this, a shift towards custom graphics, which currently drive the highest engagement (at 40%) in comparison to other graphics. If custom graphics can help simplify a complicated message and be engaging with the reader, it's a win win.
Don't trick the customer. Seriously. Stop it.
As we said the big takeaway from this years Litmus Live was to stop manipulating your customers! Our own Dylan Smith said "send email as though your mother is opening". We love this. The idea behind this being, would you trick your mother? Stop with the tricks people. You know you can do better. We have so much information available to us now that goes beyond a data list or set of demographics. Let's play with it! You can be personal without being creepy. Kenda Macdonald from Automation Ninjas told us that personalised CTAs convert 202% more than a non-personalised one, why not test this out? Amazing, easy and effective.
We chatted to Jay Oram, Designer at Action Rocket on what he took away from his first Litmus Live conference.
"My first Litmus did not disappoint - Not only did I get to speak (which was amazing!) - Meeting all the email geeks I chat to online, the people behind cool emails and just to have a beer and talk about email with people as passionate as I am about email was so cool. I was really inspired by all the talks on creating a cohesive team, to create awesome emails, but in particular, Mark Robbins talk "fostering innovation" has inspired me and my colleagues to take some time to innovate more, and Paul Airy's talk on accessibility had me scribbling notes like a mad man to implement going forward"
#emailgeeks really are a special bunch and we cant wait to see you all at the next one.
Join us at #LitmusLive Boston
We're getting ready to do it all again in Boston — Our ticket competition launches soon.
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