#cnx14 - data for designers
DESCRIPTION
Learn how designers can take an analytical approach to designing emails and use data to make smart decisions for the end user. We'll dive deep into how email opens on mobile devices have (and haven't) affected click patterns, why email market share is so important, and deliver tactics to help you deliver more strategically designed emails to your subscribers.TRANSCRIPT
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#CNX14
Data for Designers
Kristina Huffman, Creative, ETMC @krudz
Schuyler Wareham, Data Analytics, ETMC
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Safe Harbor StatementSafe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such
uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from
the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact
could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues,
or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief,
any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our
services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in
our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of
any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate,
our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new
releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and
utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of
salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form
10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC
Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions
based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these
forward-looking statements.
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“…research is finally getting into the creative…”
Sarah Hofstetter, CEO of digital marketing agency 360i
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“…cater to behavior instead of a stereotype…”
Sarah Hofstetter, CEO of digital marketing agency 360i
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But I do email!
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TechnicalSQL, Python, “Big Data,” etc.
DomainExpertise
Digital Marketing Strategy, Creative (Email) Design,
Whale Breeding
StatisticalAnalyzing /understanding data;
“Maths” and stuff
Data Science!
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Analytics Sophistication Spectrum
GeniusesEinsteinScooby Doo
Statistical ModelingRegressionDecision TreesCluster Segmentation
…
Multi-variant comparisonOpen-click-conversion by deviceClick-to-open rate by platform
Mid-SophisticationClicks by platformConversionsLength of openOpens by platform
Foundational Deliverability RateLinks ClickedOpen RateEmails Sent
Move up the
ladder one
rung at a
time!
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Everyone has a mobile phone.
They’re using it to check email.
We know how to design for it.
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Mobile Performance?! (v1)
80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
B: RESPONSIVE
Gap b/t Mobile Open and Click rates
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Mobile Performance?! (v2)
Mobile Desktop iPad0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
3.6%
6.5%
3.7%
Non-Responsive
Mobile Desktop iPad0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
8.5%7.7%
5.8%
Responsive
Click-to-Open (CTO) by Platform
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Track: Email Marketing
#CNX14
1. Identifying Data
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QuantitativeNumbers
QualitativeNon-numerical
20% click-through Social network sentiment
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QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
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1. Quantitative: tracking data
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Does email length affect overall click-through rate?
22% more clicks.
Yes!
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Does device used to open affect where people click?
Yes!
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Desktop Android iPad iPhone
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Desktop Android iPad iPhone
Desktop Android iPad iPhone
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Does length affect revenue?
Yes!
2X
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Does length affect revenue? Yes!
2X*Individual results
may vary
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What’s more…Mobile improvements expose Desktop • Mobile improvements expose Desktop flaws – you get 8 seconds
• Responsive forces content decisions, imposes focus• Where none exists, performance suffers
Aug '13 Sept '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 Mar '14 Apr '14 May '14 June '14 July '14 Aug '14
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
-45%
-36% -37%-31%
-6%-2%
1% 0%
19%25% 23%
15%10%
-43%-46% -47%
-42%
-32% -30% -30%-25% -25% -24%
-20% -22% -24%
MobileDesktopiPad
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QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
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2. Quantitative: market share data
1. Apple iPhone
2. Gmail
3. Outlook
4. Apple iPad
5. Apple Mail
6. Google Android
7. Outlook.com
8. Yahoo! Mail
9. Windows Live Mail
10.Thunderbird
Design: Full responsive support = mobile view. Retina = double image sizes
Code: Apple blue links over dates, phone numbers
Design: Design a Grid View graphicCode: it’s picky: validate. Use preheader text
Design: Consider preview panesCode: Fallbacks! void margin, background images, use alt text,
Design: Design for a touch interface
Design: Design responsive w/ mobile-aware fallback, high res images, use live text, consider viewport Code: Code with alt text, bgcolors, buttons on left side
Code: Yahoo paragraph fix
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QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
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3. Qualitative: listening
Listen to the voice of the customer
• Call Center feedback• Survey/Feedback forms• Searching Social Networks
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QuantitativeNumbers
QualitativeNon-numerical
1. Tracking data2. Market share
data
1. Listening data2. Usability data
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4a. Qualitative: Self-Reported
1. Self-ReportedHave someone document their interactions with a brand in a Diary Study.
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4b. Qualitative: Observational
2. Observational Observe someone using your email.
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4c. Qualitative: Tracked
3. TrackedDo a formal usability study by using a controlled setting to track accuracy and timing of task completion, sentiment.
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Track: Email Marketing
#CNX14
2. Using Data
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Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
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1. Tell a story with data
Highlighting a path through the data can build a story
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1. Tell a story with data
Character Conflict/tension Climax Resolution
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80
70
60
50
40
30
20
10
0
Responsive design reduces barrier to click
72.6
52
27.4
48
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
B: RESPONSIVE
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Introduce Characters
A: NON-RESPONSIVE B: RESPONSIVE
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80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP
Introduce Tension or Conflict
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80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP
Introduce Tension or Conflict
Two-thirds of opens are
mobile, but only half of clicks.
Huge barrier to click!
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80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
B: RESPONSIVE
Story Climax
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80
70
60
50
40
30
20
10
0
72.6
52
27.4
48
Per
cent
of t
otal
clic
ks/o
pens
71.4 71.4
28.6 28.6
OP
EN
S
OP
EN
S
OP
EN
S
OP
EN
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
CL
ICK
S
A: NON-RESPONSIVE
MOBILE DESKTOP MOBILE DESKTOP
Two-thirds of opens and
clicks are coming from
mobile.
NO barrier to click!
B: RESPONSIVE
Resolution: What does this mean?
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Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
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NetflixGoogle Don Draper
2. Inform decisions: Data-to-gut continuum
DATA GUT
Optimization:What works best in the current model?
Design innovation:What is the best possible model?
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Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
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3a. Use data to get buy-in
Walk through your Creative with a Data-driven approach
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3b. Use data to get buy-in
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Tell a story
Prioritize effort
Get buy-in on decisions
1
3
4
Inform design decisions2
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4. Prioritize effort
Email body Email bodyVs.
Same CTR
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Track: Email Marketing
#CNX14
Lessons Learned
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Email adapts to devices, people
Change occurs over time
Mobile must stand alone
1
2
3
New subscribers are unbiased4
Mind the Funnel5
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1. Change occurs over time
Barrier to click: the percentage point gap between mobile open and mobile click rates
Desktop-centric Responsive Phase 1ResponsiveHeader/Footer
Responsive Phase 2 Responsive Phase 3
Sept '13 Nov '13 Jan '14 April '14 Aug '140.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
10.7% 11.1%
8.1%7.0%
4.3%
Trend line shows reduction in barrier to click over time
Goal = 0
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2. Mobile experience has to stand alone
Many users experience your email and site on mobile only.
30 daily retail emails 1+million dataset
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3. A rising tide doesn’t lift all campaigns
Abandoned shopping cart Welcome trigger
Weekly PromoRate & ReviewNewsletter
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4. Test with new subscribers
They can learn new tricks
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5. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
Focus on what you can affect at each stage.
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
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3. Mind the funnel
Delivered: 99.2%
Opened: 15%
Clicked: 3.6%
Converted: .5%
Focus on what you can affect at each stage.
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Email adapts to devices, people
Change occurs over time
Mobile must stand alone
1
2
3
New subscribers are unbiased4
Mind the Funnel5
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Data + Design =
Own it. Seek it. Use it. Learn from it.
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Track: Email Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
Starbucks
Gift Card
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Track: Email Marketing
#CNX14
Questions?
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CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
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