Klaviyo:Bos - Designing Emails That Convert

all right we're moving right along here next up is Matson Aki designing emails he is gonna go and deep about that I think Matt actually shared a fun fact with me that his band opened for the Mighty Mighty Bosstones so my question Matt is have you ever knocked on wood let's go [Music] Wow cool thank you and yeah thanks for thanks for having me I want to thank clay Bo and Diana and I got the particularly been great about welcoming me here and it's true here I am rocking out on stage about six months ago with my high school band reliving our glory years opening up for the money made Bosstones and I'm actually using this this pink method as a visual cue moving forward so watch out for that but you know I asked the guys to come out today to play for you guys and you know unfortunately they couldn't make it so that's probably a good thing for all of you so I want to start off with three burning questions are you confused when you're designing your emails and you don't know where to start do you have some skills but get lost when it comes to layout type and things like button placement and are you worried you might actually be doing some things wrong and killing your conversions in the process well congrats you're on the right place my name is Matt and for the next 2025 minutes we're gonna shift gears and really zoom out and just talk about the design of your emails along with some actionable tips on how you can increase engagement click-through rates and ultimately on site conversions just a quick aside about me I run an email marketing agency out of New York City called mineral do and we're a Clay vo Platinum Partner now I do want to set these some expectations for this talk we're gonna be talking mostly about design and what we're not going to be talking about are the following segmentation personalization copywriting and really like this is like where you should start your efforts in terms of optimizing your campaigns and I know there's been plenty of talks about this to date through this conference and clearly we're all at a clay vo conference we know the importance of these things but this is really where you should start but I just want to set the precedent that we're not going to be dealt diving into these topics today also I just want to set expectations there are only going to be talking about one type of email here we're not gonna be talking about long-form sales letters or textual based emails which in my experience sometimes far outperform any kind of visual based email but we're going to only be going to be talking about what I call a promo email here certainly some of these principles will apply to like the design area flows and things of that sort transactional emails in some instances but again we're just going to keep this simple and just talk about promo emails all good cool so here we go five conversion centric design principles along with some actionable tips on how you can increase engagement click-through rates and conversions number one now before I dig in here I really want to just point out two books that had a strong influence on me and my design career their first one is called the paradox of choice it's by Barry Schwartz and the second one is called don't make me think by Steve Krug essentially both of these books share a central tenant and that's that more choice equals suffering sounds very doom and gloom but and essentially more choice equals paralysis this is the reason why I see Mark Zuckerberg only wearing great t-shirts and Obama he just has a closet full of blue suits they're essentially just removing choices in their day-to-day regime to facilitate their actions moving forward so what do these heady psychological concepts have to do with email design well it turns out the same psychology actually applies to much of everything can actually be a bad thing and I think this is just a great place to start from a promo email I've blurred out the major the major and just did not a point of wagging finger at anybody in particular but this is what I would call like a kitchen sink email and I've seen this so many times before where you're just like if I can just jam more and more promos and more more offers into this one campaign and then just fire it off in a spray-and-pray campaign hopefully something will come together and somebody will process this and and take action on it and it's really not what you want to do if you do feel an inclination to do that I'd urge you to revisit segmentation again so our number one principle for conversion centric design here is what I'd like to call reducing the cognitive load another fancy-pants turn so let's take a look at some emails we could all look at emails on the left the left-hand panel and then take a look at those emails on the right hand side see if you can pick out any kind of common patterns techniques layouts messaging compare those on the left to those on the right I think we can all agree those on the Left way easier to digest so given these psychological concepts how do we actually take this when it comes time to lay out our emails in Clay vo so I'm going to introduce just a few tactics for each principle and I think this will be great just to give you some action will advise moving forward so the first one we're starting at a really high level here is simply just limit offers this is tactic number one your your campaigns are going to be far more effective if you can actually hone in on one particular offer as opposed to the kitchen sink approach get rid of any unnecessary links design elements any other distractions you really just want to focus on one and only one conversion goal few examples I think these are great away baggage benchmark and the Herman Miller store as you can see just one offer per email interesting case study done by Herman Miller excuse me an a/b test done by Herman Miller they actually tested for CTAs and one email versus one in the next experience a 42% increase in clicks and again like all these things these aren't written in stone these aren't and this isn't the words that you need to move forward with for all of your campaigns but it is a good place to start from and a consideration moving forward I would urge you to test these concepts against your existing campaigns there's another concept just called the attention ratio it's essentially the same thing and it's just helpful to acknowledge this we're in the attention ratio is the number of links to number of campaign conversion goals ideally speaking in a perfect world in an optimized campaign it's one to one so we're looking for one to one moving forward again we'll look we're looking at the first principle for conversion centric design and that's reducing the cognitive load very simple tactic number two using two fonts only I mean this is like typography 101 but in my experience working with some smaller teams like maybe for all I know you might have like an intern or you're you're new to tech lay vo and you just need some help and direction this is a good place to start just use two fonts moving forward 1 fonts fine 2 fonts is great more than two fonts things are going to get a little bit nutty all right so I talked about rock and roll and I had my big introduction where I talked about uh my band opening up for the money by Monday Mighty Bosstones so I thought I'd throw in some more Boston Rock stuff granted I bet 60% of you are from out of town this is Joe Perry and during his songwriting sessions with Steven Tyler of course Joe Perry's from Boston Steven Tyler's from Boston they're in this huge band called Aerosmith and in their songwriting sessions he would constantly say to Steven Tyler hurry up don't Boris get to the chorus it's actually a reference to a Roxette album but he's known for just ramming his home and his songwriting sessions with Aerosmith and I think it really epitomizes what you want to do and your messaging for your promo emails that's a tactic number three really simple stuff right short scannable copy just drill it down to the core essence of your marketing so of course long copy definitely has its place anything that requires a technical explanation anything high-value you could explore longer copy something that's gonna need you're gonna need to excuse me persuade your end user with but all said always test it against something I say five sentences or less just two quick tools that we really like whenever we write revising copy five sentences es or five sentence I can't how can I pronounce that and the Hemingway editor these are great online tools that you can just jam in your copy or copy off the bat and then it'll help you drill it down to five sentences and the core essence of what you're trying to say so a very heady term reducing the cognitive load let's just do a quick little recap limit promo offers stick to two fonts and make copy bite-sized really easy stuff so let's go into the second principle here a couple of stats the average office worker gets 121 emails a day and spends 28% of their work week managing their inbox it's a lot of time everyone is basically just getting destroyed by digital media it's estimated that marketers have only about eight seconds to make an impression so the central question here full well knowing that people are distracted and pressed for time when they process their emails how do we actually design email so they're quick to consume while highlighting our offers and getting that on the front up center stage so the answer it comes down to a clear visual hierarchy so I started with the first principle really at a high level and right now I'm gonna get a little bit more granular and talk about how to actually lay out your campaigns this is the central tenant of the second principle we want to show readers the way with layout here's how tactic number one very simple make it scannable break up your content show readers what's what another typography hack leverage headings subheadings body copy bold text give weight to certain things that are more important than others again what you want to do here is make it easy to scan and when that person opens up their email they know what's what quick little test let's take a look at these figures figure 1 figure 2 I think we can all agree figure 2 everybody immediately gets it so tactic to prioritize your offers this is a fairly advanced layout but it does show how we can prioritize offers starting with the most important at the top and then in terms of diminishing significance down to secondary offers tactic 3 this is a layout believe it or not but before you get too complicated just I'd urge you to try one column layout and naturally something like this just guides the reader along it almost puts the blinders on and they have nowhere else to look but your active your actual offer so I really like this layout I'm going to talk about 3 different layouts here this tactic number 4 and you've probably seen this a bazillion times maybe you don't know the actual name but now that you know the actual name you're gonna recognize that almost every email you see that you receive that you have a favorable impression of leverages this technique and it's called the inverted pyramid draw users in delivers the goods and what we're doing here is we're directing people to art CTA at the bottom I call it anchoring on a CTA couple more offers here's tactic number five you've probably seen this a million times we call it the zig zag again another great way to use some directional cues and guide the user through the process this is especially helpful lots of imagery and you want to make things a little bit more dynamic so what about multiple offers I realized in principle number one I really hopefully rammed home the idea of dialing thing is into actually one offer but what if you're hell-bent on actually doing multiple offers or somatically you have three or four different products that are naturally grouped together well that's totally cool and you might be confused well what do I do here how do I given the fact that I want to prioritize these things how do I'll get them in the same place at the same time well you don't have to what you can just do is stack your triangles just leverage the first layout over again drop what the second one down and then continue alone having trouble this is just a good test to kind of spot check your work use the squint test clearly using the squint test looking at the example on the right we can we can easily see the the prioritization of offers and text so let's recap this how do we create visual hierarchy break up content make it scannable use font size and weights start with a one column layout and get more advanced than that try the inverted pyramid this is the exact approach or stack triangles to guide your readers to your CTA all right now we've talked about layouts and when I talk about CTA buttons here and just they're just critically important for all emails and it warrants its own principle so it's not necessarily principal but I'm going to talk about some things to look out for and also some things to incorporate moving forward so the first one is really a no-brainer just make sure you actually have a CTA button I've actually seen campaigns from well-respected retailers where it's just a big beautiful image with actually no button no where to click so simple stuff make sure you have a button somewhere in your email let's look at the tips here is tactic number one first thing simple stuff make it big there's a little saying going around the interwebs big buttons for big fingers or at least in the UX community and I actually found this interesting and some of my research here that there actually was an MIT study for this I don't know why it warrants an MIT study but they dialed it in about the average size of a adult index finger but it's great because this gives us something actionable here we know that when we're in Clay vo let's try to get this thing up words of 45 pixels the reason being is that button will expand naturally on a mobile device and give us some good real estate to actually click I think MIT must have been up to something because Apple has actually incorporated this into their UX guidelines for developers tactic number two nothing too advanced but you'd be surprised how many people miss this use some contrasting colors make your buttons pop match them to your brand if anything that's going to build trust and credibility you're going to have all your visual touch points match you want to think of button color as a visual cue to help your prospects hone at home your CTA if you do have multiple offers you could always try a muted tone or or gray for that secondary call to action so this is something that drove me crazy sometimes still does but I imagine it still drives some of you crazy and it's like where do I actually put this button if I have these core elements like a banner image for my key product and headline and then all of a sudden some text like well I keep hearing that I need to put everything's above the fold where do I actually put this button do I put it on the image do I put it above the image it seems kind of awkward to me so let's just talk about that for one minute well yeah tactic number three is yeah you want to try to get these things above the fold and if your offer is simple enough you should be able to do that five sentences or five sentences or less on that promo copy however if the user just needs more convincing about your offer you don't have to get crazy and or awkward or adventurous just putting the button below the copy here is tactic number four again what we're talking about is just buttons CTA buttons tactic number four this is another visual hack just add some white space around the button that's totally okay if anything it's going to give some breathing room and signify its importance just a word of warning I see this a lot people using images as buttons and you want to be careful with that in case the user's email client is not loading images I know that's a rare instance these days but it's still something we want to avoid don't use images as buttons similarily if you do use an HTML excuse me HTML button like the one in the clay vo editor you're kind of you're kind of good to go basically that's going to expand and contract naturally across all mobile devices so your work is done so what about copy and I know at the beginning of this talk I said hey I'm not gonna talk about personalization subject lines and persuasive copywriting all that stuff is super super important but I do think it's worth touching upon a few hacks if you will for button copy first and foremost tactic one use action or day oriented text I'd urge you to get a little bit more adventurous and deviate from the standard shop now by now click here that stuff a little boring there's a little pro tip cater to the ego so Unbounce tested and change button text from the second person to the first person on their CTAs so they're running a subscription and start your free trial start my free trial and they get a 90 percent increase in clicks I mean this is huge and there's a huge body of research I urge you to check out but I just wanted to plant the seed there that this is this is a design component that you could play with and test with especially if you're running a subscription business this is especially important so again test and compare this stuff see what works all right design principle number four this one's gonna be a quick one but I want to just talk about engaging with imagery which sometimes is fairly subjective but there are some tools out there we can use moving forward to help lift our conversions tactic number one is called directional cues and again this is a little bit more advanced and it would probably necessitate a little bit more thought moving forward and maybe some you know your way around Photoshop but it's actually putting in some kind of cue either an arrow or you've seen this before where you have a picture of some people and they're actually looking at the CTA button that's what I would call a directional cue tactic number 2 is animated gifts I know we've seen this a million times by the way animated gifts I think they're like 31 years old as of this year which I think it's crazy that they've been around that long I feel like they're you know five years maybe about 31 years animated gifts have been around but there's something to them and like it's kind of like the way we speak on the web email Institute found that animated gifts in emails see an increase in click-through rate upwards of 26% blue flag did this little test and figured out that an animated gif was able to lift their revenue by 12% here's just some examples of how we use them at my agency a few of these rrrh are examples of our own create urgency timers things of that sort of great if you have like a promotional offer that's set to expire at certain time just you built curiosity starting to see this a lot now with like kind of like almost like a scratch and sniffed technique and it's kind of weird that they're all going off at the same time that wasn't planned but if you can't if you can look at the ones on the far right this is just a great way to sure we're putting in a this is an email talking about social proof it's a template for that but animator gifts are a great way just to jam a ton of content into a limited amount of real estate like ten different products you could just have those flash before a user and it uh it's very dynamic so here is one word of warning with animated gifs and it still holds true today and it's basically make sure the first frame of your animated gif has all the important messaging the reason being is there's a limited number of email clients out there now that actually won't load the entirety of the gif but they will load the first frame and lastly just some tips for lifting your conversions with gifts make sure they serve a purpose and urge you not to use them just for ornamentation try to think outside the box and leverage them to accomplish an end goal if you can use them as a visual cue to move your readers to your CTA again make sure that first frame has the good stuff and keep the file size down all right we're coming up on our final principle and this is mobile and I know you know everyone's like I've heard mobile a million times I'm about ready to go bananas but it's true last four years smart phone usage has increased 394 percent tablet usage is up seven thousand seven hundred twenty one percent and devices are changing so there's so much happening with technology things are moving so fast with new devices coming out every quarter it seems I think just the thing the key takeaway here is that as marketers we need to continue to be able to design our emails with flexibility without compromising their ability to convert this is an interesting statistic basically emails that display incorrectly on a mobile device we're only giving them about three seconds before we chuck it so tactic number one this is also a word of warning this is what I think this is the biggest thing I see in email design now that just where people are shooting themselves in the foot it's just be really careful with text on images the scenario I see unfolding all the time is that someone will design for desktop and they'll have a really long headline but they don't know that when that email gets loaded on a mobile device that long headline will then get conduced to something that's a very narrow visual medium and what happens is you open up your phone to read that email and you completely miss the offer or the headline or in this case coupon codes and things of that sort so be super careful with text on images and while we're on coupon codes this isn't necessarily related to design but if you're going to use coupon codes and your email just always use live text because who wants to actually remember what's on an image and then try to punch that into a shopping cart to check out people want to be able to copy paste that coupon code so we grace upon this earlier when I talked about layouts but using mobile-friendly layout and the three I gave you earlier lend themselves nicely to mobile layouts single feature single column on the left this is just your one column good all-rounder and then what you're seeing on the right double column excuse me double feature single column kind of like two inverted triangles and this isn't necessarily designed principle per se but I do think design does extend beyond the actual email itself and while we're thinking in terms of the the context of mobile design this is something worth noting and it comes down to subject lines so tactic number three use this short subject line you can see Virgin Atlantic kind of screwed the pooch where if you're loading up that email in a subway or the tea you're gonna miss out on what the offer is Birchbox nailed it cool easy enough five principles let's do a quick review principle number one this is reducing the cognitive load we want to reduce offers and just simplify principle number two lay out a clear visual hierarchy and actually guide readers to your CTA three optimize CTA buttons size position in color just the right copy active voice number four interrupt get a little adventurous try some animated gifts in your emails when appropriate again not as ornamentation but with intentionality and then the big one with mobile design is watch out for images on shipping text on images cool so that's my talk thanks for having me I think we're on questions now [Applause] we got about 15 minutes for questions hey thanks for being here question about content marketing yeah I know you if if we're sitting in evergreen flow that has just a lot of you know good information for our customers with a little marketing snuck in at the end should based on your first principle should I reduce the amount of the content in the email and try to get them to the blog let's say so so the email has just less content with the goal of getting that CTA and get them getting into the right or should I keep more content on the email side it's tough you know it's tough to definitively answer these things with one tried and true true way to approach it I think in that instance if it's a lot if you're trying to sell a lot of stuff as long as you're sending a segment it to offer you could send them to a blog article and Tritan them maybe that's your maybe you know maybe your initial goal there is just to get them on site and get some visibility get them looking at your products but it's really hard to say that it's definitively an answer there without some testing now that I know that's helpful oh sure yeah yeah I think you should still make some effort to drill it down just just by virtue of or just because some of the other concepts they're like just shorter copy tends to win people still have a limited amount of time that the reason through these things I have seen some instances where the evidence supports the contrary it's like a very passionate user base they're super into your product they want to know everything about you maybe you're a visible founder or something like that where they're extremely engaged and they're just eating up that content that could be you could still explore that but all said I would urge you to go short it's too two-part question a one do you recommend having like navigation tabs and like for your website into you the email right I think again this is like all these things are so case sensitive and I can right now I'm thinking through multiple instances where my team had a hypotheses that hey we're gonna we're getting yank out the navigation like we're working with a client now that was the first thing we tested because they came to us and we were like this is a kitchen sink email we got to we got to really simplify these things and it was actually the contrary in that case where click-through rates plummeted so you got to test it but I think general rule of thumb that's a great place to start by removing the navigation because in my experience people aren't really clicking on that they're usually click on offers and it's just gonna add noise and extra real estate you don't need okay and just one more about image size is there an impact on image like compare like comparing image size just copy size in terms of it like in a visual context yet not that I've come across I think it comes down to just the big picture in terms of like aesthetically how pleasing this is and also like when you look at it on a mobile device I mean in the fashion industry you see like these massive banners like in some instances that's okay but yeah inevitably that's going to push your content down a little bit so it's something to watch out for hi are there certain design tools that you recommend over others would be Photoshop or something else yeah I think I mean Photoshop is great a sketch is uh we're starting to you sketch a lot more than Photoshop these days but if you're just looking for a web-based tool even like canva is awesome you know like you can fire up canva and do a great banner you know with with some some images and it looks great and also has I think as a repository of like stock photography in there too so if you're hurting for stock photography that could be something to explore hi so I understand having a call-to-action button below the image and not putting the call-to-action image but my understanding is people still do like to click on images would it not makes sense to also put the link in the backend of the images yeah of course it's not a direct call to action yeah absolutely no issue with that yeah make it make everything clickable for sure so follow up to the previous question about tools are there any resources you recommend for tips on like font pairings or design elements or things oh man flat pairings this is a big one and I love typography I'm trying to think up to uh there's one on simply my tongue I can't quite remember it maybe maybe I can link up with you after and tell you but I mean it there's there's no shortage of these tools online I think I mean fonts as a whole fonts could warrant its own presentation because when you're using live text which is HTML text in your clay via emails you usually want to use the actual web fonts that load you know Arial Georgia Times and things like that I mean they're a little boring but like that's usually what you want it to load I find it in my experience San serif fonts work the best across all devices but if you do want to start getting creative one easy hack you could use is using Google thoughts in your clay via emails and it just warrants a little snippet of code at the top of your email and then you can go to Google thoughts they had a repository of fonts on their site and you basically link to that web font and reference it in your email but word of warning it's not going to come that actual thought that you're selecting for that live text isn't always going to render correctly across all all devices most of the time it will but that's a good way kind of get a little bit creative hi what are your thoughts on how long an email should be like does the customer scroll down are they do they are they ok to scroll or should there be a cap of messaging yeah I mean this is I think people scroll more than they think they scroll so that's okay I don't think you should paint yourself into a corner being like I have to get this thing down to a certain amount of sentences or this has you know I have to be able to see this on a mobile device again I think like if the offer is complicated and the user just needs more persuasion it's okay to extend copy a little bit but just keep in mind like shorter use wins out and you know five sentences it's kind of like the the general goal here with your short simple promo offers so that that's where I would start from and then if it just doesn't make sense or it's too terse or you need to build on it go for it yeah yeah hi thank you regarding imagery do you prefer to use or do you know of any sort of guidelines regarding you know should it be action shots or should it be very bright pictures a lot of sort of you know like some filters are there any standards or ideas that are good to have in mind yeah I don't think there's any standards I mean first we start with like what what matches the brand you know what's we wouldn't want to get too adventurous with scant you know filters and things like that if it just doesn't make sense for the brand itself if the user then ends up on the website and nothing really matches that so usually start there and design is somewhat subjective so it's hard to say one's gonna work but you know one's gonna evoke a more of an emotional response from you know person a versus person B so it's hard to give you like clear-cut guidelines there engaging imagery is again subjective I would say like the key point here is just use imagery with intentionality not as ornamentation so think about like what are your actually trying to you know what emotional response are you trying to extract from the user what do you get trying to get them to do if you're just throwing in images just because it looks pretty I don't I don't know if that's really gonna accomplish your goals I thank you I was wondering aside from typography and like your brand color should there be any level of consistency on your emails like a header or footer they should always have so that your customer is used to seeing the email and know it's you yeah totally good good question and I think you know usually with promo emails yeah you know a consistent logo at least at the top is a good place to start footer you know social links things of that sort but these rules don't necessarily apply if you're doing transactional emails or you know we talked about promo emails like big and dumb promo emails today but when you get a little more granular with something like an abandoned cart you actually want to remove some of those elements you know you want it like actually remove social links for example because you don't want that person to go just distracted they have a Facebook you know page and then they're they're out of the buying mentality again and they're off to something else so it is you know in this case ok sense I don't feel like keep saying that over there again but I think as far as promo emails are concerned yeah a commonality across all of them it's definitely important hi they're coming the create class um I have a question for you regarding how many emails do you want to be sending in a promotional type emails do you want to be sending in a week we you know we can send an acne tip each week we could send our blog post out each week and we had some kind of informational things like that that we were hitting people with and we kind of noticed early on that and we ought to think well Thursday's Thursdays and Fridays we noticed the sales we're in a slump things went down so we thought well why don't we kind of combine things and see if we can get some action happening on those slow days so we started our Thursday sales we've been doing it for several years and now customers if they don't get this email in the morning or it's delayed they're chatting with theirs they're emailing us where's that email so every Thursday we're offering 30% off some one product that we choose but then so that'll be our top offer right there underneath we've got an acne tip and then we've got our little bit of a blog that we write and we reference some products in the blog that they can choose to buy so we're using that promo to get them to read the blog and the acne tips and creating excitement around that rather than sending three different emails each week and it seems to be working out well first by wondering what your thoughts are huh that's a complicated one tough to unpack that you know you're talking about email fatigue to some degree you know you're being conscious of people just getting pummeled with the emails and just falling off your list to think most people's engagement with the brand is like a bell curve like they get really hot psyched about a brand and like they're reading the emails and then eventually they're it's going to decay over time and that's natural so starting with top what we always suggest as well just keep hitting your users with email just to make sure that you're hitting in them when they're actually engaged and they're gonna fall off naturally but keep your eye on open rates you know things start dipping below 15% like that's that's definitely scary territory another thing I'd offer up is like what about like a preference panel where people can dial in like hey I want to I want to get promos I want to get tips or you know the content that you're pushing out those are ways that you can start to dial in those emails so they're just more effective and so would you say to send more emails in a week or how many emails pinned me down you know it's hard for me to weigh in there not knowing like what your list is like and yeah our opening rate is I mean we're close to 40% that's that's great yeah I'd say you could maintaining that excitement for that one right now a week I keep pushing pushing it the one thing that I would get I'd be or I am concerned about is just promo like especially discount I got it's kind of just like a race to the bottom I don't know what the competitive landscape is like and you're in your place maybe it does make sense yeah but you know I see that so often where a retailer would just have like 20% off and it's every week or every day and it's just yeah it's not really accomplishing much and eating in your margins and people are just expecting that all right we have time for about two more questions so kind of on a similar note with you know brands that have a lot of informational or guides or how to you know content have you done any experimenting or seen anything where instead of including you know for blog articles that you know here's how to groom your beard or whatever just drilling that down to just one and just trying to get people to go to that one article and then being increasing the frequency of the emails to include the other ones got it I haven't done that in the context of content you know for content articles versus one my presumption is that the same thing would apply and we'd also go back to what I just referenced with this woman where like maybe it's an opportunity where you could offer up some like a preference panel so they can really dial in what they want to receive and their frequency that they would want to receive it I would start with I would experiment against that you know that's one piece of content just easier to consume you know I seem some brands that I have gone with plaintext emails and I was talking to some guys today's and they said that for their have a be testing that was the the best performers do you recommend when you need to go through that route do I recommend yeah I mean do I recommend plain text emails heck yeah like in my experience it's it's shocking how often they they outperform the entirety of what I was just talking about with visual emails but um what I do also see is that sometimes they like there's a spike in engagement and then it falls off and my hypotheses is that basically like you're just interrupting a pattern and they get an email from like a brand that they've been normally receiving you know something that's heavy on the visuals and all of a sudden they're engaged you know so it could be like the efficacy I my sense is that it decays over time and then another thing is like you're gonna think about like your brand and you know what you're all about if you're a fashion based brand or something that's highly visual with a passionate user base I think visuals kind of makes sense you know if it's something else you know the plain text emails are definitely worth exploring or just swapping in full-time awesome Matt thank you super useful very tactical specs you

Channel: Klaviyo

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Keywords: klaviyo, boston, convention, email, marketing, design, conversion, ecommerce, revenue, increase

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Length: 45min 19sec (2719 seconds)

Published: Wed Dec 19 2018